Brand Guideline
1.0 Company History 2.0 The Balea Inn Basics 2.1 2.2 2.3 2.4 2.5 2.6 2.7
Our Mission Primary Logo Logo Usage Secondary Logos Colors and Patterns Typography Imagery
3.0 Hotel Interior 4.0 Applying The Brand 4.1 Stationery 4.2 Toiletries 4.3 Gift Shop
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The Charles W. Morgan The majestic Charles W. Morgan was launched on July 21, 1841 from the yard of the brothers Jethro and Zachariah Hillman in New Bedford, Massachusetts. She typically sailed with a crew of about 35, representing sailors from around the world. Over an 80-year whaling career, the Morgan embarked on 37 voyages with most lasting three years or more. Built for durability, not speed, she roamed every corner of the globe in her pursuit of whales. After her whaling days ended in 1921, the Morgan was preserved by Whaling Enshrined, Inc. and exhibited at Colonel Edward H.R. Green’s estate until 1941. In November of that year, the Morgan came to Mystic Seaport where she dominated the waterfront at Chubb’s Wharf. In 2004, the Charles W. Morgan was refurbished and repurposed. The massive historical whaling ship is now home to The Balea Inn, a luxurious seafaring hotel that houses remembrances of the old ship and its glorious historical whaling days.
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2.0 The Balea Inn Basics
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Our Mission The Balea Inn strives to commemorate the history of the Charles W. Morgan while creating a luxurious environment for our guests. Our facilities and amenities bring to mind a simpler time while our design provides a clean, simplistic brand that brings a polish to the matured age of the historic whaling ship.
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Primary Logo The Balea Inn logo represents the various aspects of our company. The elements of whaling and sailing are clearly illustrated in a vintage etching style. The style also calls back to the rugged nature of life on the sea. The regal serif typeface touches on the nostalgia and elegance of the inn.
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1.25� 1.0
2.0
1.5�
1.5�
1.25�
3.0
4.0
Do not change color
Do not take away elements
Do not colorize logo
Do not rotate logo
Logo Usage These guidelines for our logo ensure The Balea Inn will always be represented through the highest quality and be shown clearly and crisply. 1.0 Sizing The Balea inn logo should be displayed no smaller then the dimensions given. This way our logo will always be clear and legible. 2.0 Clear Space In order to keep our logo clutter-free, there must be at least the height of the B around the entire logo. 3.0 Imagery Always use the navy logo on top of photography unless the image is too dark. The gold logo may be used in those dark image scenarios. 4.0 Don’ts Our logo was thoughtfully created and should not be treated in any way other than the specified usage of the logo.
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1.0
2.0
3.0
Secondary Logos When our primary logo does not fit properly within a space, these secondary logos may be used in it’s place. 1.0 Logotype The logotype may be used whenever the design is too busy to use the icon as well. 2.0 Icon The icon may be used whenever the design looks best with only the image or when The Balea Inn is written elsewhere on the design. 3.0 Gold The gold logo may be used whenever the design is too dark to see the nave logo clearly or when the colors of the design do not go well with the navy.
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1.0
Nautical Navy
CMYK: 92.79.52.63
RGB: 14.30.49
HEX #: 0e1d30
Pantone: 289 C
Gold Grandeur
CMYK: 18.28.95.0
RGB: 214.177.51
HEX #: d6b033
Pantone: 7752 C
2.0
3.0
Tidal Wave Pattern
Colors and Patterns Our color palette is as important as our logo. These signature shades represent the Balea brand and are symbolic in their own unique way. Our patterns reflect the style of our logo and bring out the nautical essence of The Balea Inn. 1.0 Nautical Navy This specific navy represents a multitude of Balea elements—the ocean, whales, and a general sense of seafaring. 2.0 Gold Grandeur Our royal gold is a reminiscence of the rusted and weathered gold hardware on the historic whaling ship. 3.0 Tidal Wave Pattern The tidal wave pattern reflects the rustic style of our logo and incorporates other maritime elements.
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1.0
A B C D E F G H I J K L M NOPQRSTUV WXYZ a b c d e f g h i j k l m n o p q r t u v w x y z 0 1 2 3
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r t u v w x y z 0
3.0
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r t u v w x y z 0 1 2 3 4 5 6 7 8 9
Typography The typefaces we chose are both classic and dignified. They echo our elegant design and complement each other perfectly. 1.0 Baskerville A classic serif typeface, Baskerville emits a distinguished tone along with the history of such a ship as the Charles W. Morgan. 2.0 Mr. Eaves Regular This sans serif typeface bring a clean and modern tone to The Balea Inn. It’s quirks add personality and a little flare to the otherwise clean design. 3.0 Mr. Eaves Bold Italic The bold italic version of Mr. Eaves is just like Mr. Eaves Regular but with more weight to command more attention. This font may be used for headlines and call outs.
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Imagery The Balea Inn emits a nautical and elegant tone. Our imagery should convey that tone as well. Imagery should have an overall hue of our Nautical Navy or Gold Grandeur. The image itself should be clear, crisp, and relate to the ocean, the Charles W. Morgan, historical whaling elements, or the actual hotel.
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3.0 Hotel Interior
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4.0 Applying The Brand
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Thank You Please keep this booklet in mind when designing any materials for The Balea Inn. By adhering to these guidelines, the branding will be consistent through all media and The Balea Inn will be an easily recognizable and well known brand.
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