Sanders Brand Guidelines

version 1.0

This document contains all you need to know about how our brand should be used in print and digital materials, ensuring it remains consistent throughout. Using our brand correctly is extremely important to us, so we ask that the guide is always referenced and adhered to. Our brand is more than our name or our logo. It’s the sum total of everything we say and do. At Sanders, we set and achieve ambitious goals. The quality of our services reflects our identity. We aim to be cool & professional. Our guidelines have been designed to ensure consistency within our brand, helping to create strong, recognizable, and innovative communication. The following pages demonstrate the flexibility within the identity and should be used to inspire and motivate further creative expression.

CONTENTS

1. THE BRAND

• About SANDERS

2. LOGO

• Why 2 logos

• Logotype

• Logomark

• Do´s & Don´t

• Email Signature

4. TYPOGRAPHY

• About

• Typeface

3. COLOURS

• About

• Brand palette

• Accents & Examples

5. COMMUNICATIONS

• External & Internal

• Company Signature

• Social Medias

• Do’s & Don’t

• Where to find the files

1.

SANDERS

ABOUT US

Sanders Stay is a global short-term rental company headquartered just North of Copenhagen, Denmark. The company was founded in 2019 by Bo Sander. Seeing plenty of competition within the short-term industry, but not much separating the competitors from each other, Bo identified an opportunity for a new company to come in, stand out, and prosper.

SETTING A NEW STANDARD

The word ‘standard’ can mean a lot of different things for a lot of different people – even nothing for some. But for us, it means everything. Our aim is to set a new standard in the short-term rental industry. It might sound overly ambitious, but we truly believe we can. A high standard for us means tending to the needs of those we care for.

Our Guest Communication Centre is always open, and every day of the year. Our interiors are always stylish and of high quality. Our homes are always found in the best spots around. We always take note of your concerns, suggestions, thoughts, and worries.

We go that extra mile; we prove that we truly care.

WHEN THE WORLD IS YOUR OYSTER, BECOME A SEA FOOD LOVER

Different travellers have different priorities and needs. Some must have views of the sunsets every evening, others demand close proximity to the ocean (or at least a cooling pool for emergency dips!), while some only concern themselves with metropolitan vibes, wild nightlife, and roomy dancefloors. Finding a perfect spot in the sun or the ideal environment for a remote workweek can be a challenge. Many times we choose to go to somewhere we’ve never been before. So, there’s usually a tingle of uncertainty when booking rooms and making reservations. That should never be the case with Sanders.

1. 2

SANDERS

MODERN FURNISHING, INSPIRING INTERIORS

We believe that staying in a Sanders home should feel a certain way. In the best of worlds, the home feels extraordinary enough to make your entire holiday special. That’s how we want your vacation to feel, at least. There’s always a tiny chance it might rain. To make sure we deliver on a good experience, we put a great deal of attention and care into our interiors and furnishing. Embracing our Scandinavian heritage, we work exclusively with high quality furnishing, sleek and timeless designs, and in natural colours.

Scandinavian design is characterised by functionality and elegance. It’s a style that works incredibly well in a vacation home.

BUILDING SUCCESS ON A CLEAN CONSCIENCE

We base our partnerships on an understanding of not only shared business values, but also what environmental perspectives and ideas we have in common. The same goes for our suppliers, where we work exclusively with those that share our ecological approach to products and services. Our model of taking charge of existing properties with untapped potential, and then upgrading the exteriors, interiors, and furnishing, makes for a truly green business plan.

Instead of wasting resources on building something completely new, we upgrade and develop instead. Improving and setting our standards also means we can guarantee a great travel experience, and even extend and expand the seasons for visitors. If we can do something, we should do something.

LOGO 2.

The single most identifiable element of our identity is our logo. Consistent use of our logo is key to retaining brand strength through immediate recognition of who we are and what we stand for as a brand. We believe that our Logo should be the same in every operation and production we do.

Why have 2 logos (Logomark + Logotype + Combination):

A lot of logos have both text and a picture. Some logos have text that forms a picture. In fact, logo trends seem to favor experimental hybrids. So really, there’s three choices. It’s not just logotype vs. logomark, it’s more like logotype vs. logomark vs. a combination.

Recently companies have begun using more than one logo. A trend known as variable or responsive logo design recommends having different logo variations depending on where they’re located. For example, the same company might use a logotype for their email letterhead, a logomark for the corner of their mobile website and a combination for a giant street billboard. By having multiple logos, you can select the best one for wherever you put them.

The pros of logotypes:

• Comes across as traditional and classic

• Ideal for name recognition

• Ideal for brand awareness

• Can provide information about the company

• No risk of brand confusion

The cons of logotypes:

• Less options creative designs; not as “fun” as logomarks

• Doesn’t work as well for long or hard-to-pronounce brand names

• Font trends change over time, so stagnant logotypes may appear dated after a few years

The pros of logomarks:

• Highly personalized and unique

• The right icon can capture and convey complex ideas—an icon is worth 1,000 words

• Can be enlarged or compressed to fit a variety of locations

The cons of using a logomark:

• Can slow down brand recognition for new brands

• Doesn´t fit every location — logotypes tend to be more compact

• Runs the risk of creating an emblem that looks too similar to another logomark

Pros of combining a logotype and logomark:

• Boosts name recognition for unknown brands that still want to use a logomark

• Can be creatively combined for visual wordplay or a more meaningful message

• You get the benefits of both

LOGOTYPE

Our Primary logo is simple, clean, and stylish. The “SANDERS” represent the world of properties and services we offer with a prominent professional side. This logo can be used with the icon or without. It is available for use in charcoal black and off white in all instances where it is used on its own. Overall style - cool & professional.

The font used it’s a modified version of Google sans.

• Signage on buildings

• Specific documents prior approval

LOGOMARK

Our Icon is simple, clean, and stylish. The “S” represents the world of properties and services we offer with a prominent professional side. This logo can be used with the icon or without. It is available for use in charcoal black and off white in all instances where it is used on its own.

Overall style - cool & professional.

The font used it’s a modified version of Google sans.

• Signage on buildings

• Specific documents prior approval

COMBINATION

This combination can be used with the icon or without. It is available for use in charcoal black and off white in all instances where it is used on its own. Overall style - cool & professional.

The font used it’s a modified version of Google sans.

• Official Documents

• Email signature

• Reports

• Contracts

• Anything commercial

DO’S

• Use provided brand color correctly

• Allow enough space around the logo

• Should be scaled correctly

• Always use horizontally, except if told differently

DON’T

• Change the logo shape

• Overlay unneccessary elements

• Stretch the logo disproportionately

• Use the logo vertically

DO’S

• Use provided brand color correctly

• Allow enough space around the logo

• Should be scaled correctly

• Always use vertically, except if told differently

DON’T

• Change the logo shape

• Overlay unneccessary elements

• Stretch the logo disproportionately

• Use the logo horizontally

3.

BRAND PALETTE

Our brand is underpinned with a colour palette designed to be fresh, modern and distinctive. Different combinations of colour can dramatically change the tone and appearance of a document so it is important to consider how they work together. To help achieve greater brand recognition it is important that our colour palette is applied consistently.

COLOURS

PRIMARY COLOURS commercials

B&W Standard

ACCENTs

To be used ONLY for emphasis, to enhance a color scheme, or to liven up and bring attention to texts, pictures, etc.

#785d50

#b95b48 #e7bc78 #434f55

#222424 #FEFDFD

#b9afaa #d6c7ba #f3ece3 #e8dfd0

Example on how to implement the ACCENTS

This is how an accent works.

To emphasis and attention to a particular part of the text or design A

Marketing purpose

4.

TYPOGRAPHY

ARGENT & POPPINS are our brand typeface. They should be used in all instances where typography is required. They are simple, clean, and legible typeface that compliments our logo. Typography shouldn’t be overlooked as a key element within our toolkit. It is important to adhere to the leading, tracking, and text arrangement specified in this document to achieve brand consistency throughout.

ARGENT + POPPINS

HEADER HEADER

ARGENT - demi bold or Poppins - Thin

Aa + Aa

Sub-header

Poppins - bold

Aa

Paragraph

Poppins - light

Poppins - Extra light

Aa + Aa

COMMUNICATION

Internal corporate communication is that set of messages that are conveyed within the company itself, to inform about activities and news, to organize work, to divide tasks, to update employees or even to create cohesion at an important moment in which there is a need for maximum commitment on the part of everyone. It is a type of communication that is directly addressed to those who work within the brand.

External corporate communication, on the other hand, is that set of messages that come out of the company itself, to reach potential customers, suppliers and many other types of targets. A way to provide useful tools for getting to know the group, its values, its mission, the catalog of products and services, initiatives and news. In this case the communication is not addressed to those who are part of the brand, but to third parties, who may be interested in the work of the company and its work.

COMPANY SIGNATURE

BEST REGARDS / MED VENLIG HILSEN

A professional signature is a very important part of any/our brand.

Mainly to promote our company, to add a personal touch to the email and a good way to remind the recipient who we are and what we do (in case the email conversation goes on for a while).

• Set in all devices

• Set for all type of responses

• Cannot be changed for any reason

• Automatically updates

SOCIAL MEDIA POSTS

Instagram page

SOCIAL

POSTS

WHERE TO FIND THE FILES IN ONEDRIVE

Open OneDrive

OneDrive

1.

In the Sanders page select Documents

2.

Then scroll down and select Templates & Presentations

3.

Here you will find all the categories.

If, for example, you need a standard presentation from power point, click on office package, scroll down and you will find it there.

4.

WHERE TO FIND THE LOGOS IN ALL FORMATS

Open OneDrive

OneDrive

You can either find them typing “Final Logos” or in the “Templates & Presentations folder”

If you typed “Final logos”, then you have to click on the first folder appearing

There will be 3 folders which each logos in B&W.

Here you will find the JPEG, PNG and SVG formats. Both Black and White.

1.

2.

3.

4.

• Use correct formatting

• Use images and charts provided (ex. logo)

DO’S

• Always check if the document is updated

• If not sure about something in the document, feel free to ask BIQ for clarifications

• Don’t start without the structure provided

• Don’t overdo the colors

DON’T

• Don’t forget to proofread punctuation and grammar

• Do not modify directly the document provided by BIQ (example the powerpoint presentation)

Dyrehavevej 4, 2930

Klampenborg DK

sandersstay.com