IN D EX 1
Mission Statement
2 Logo 3
Logo Usage Don’ts
4
Logo Clearspace
5 Letterhead 6 Envelopes 7
Color Palette
8
Typeface - Primary
9
Typeface - Secondary
10 Icons 11
Directional Signs
12
Destination Signs
13 Outdoor 14
Navajo Cafe
1
| OUR MISSION
Brian Head is a unique resort, in that it attracts an audience reaching all the way from California to the town locals. To give a sense of familiarity to all members of the varied focus group, we juxtaposed the comfort and friendliness of a lodge with the edge and sleekness of more modern logo and icons. This application of old meets new gives an updated and relavant solution to the resorts current challenges.
2
| LOGO
1
Stacked (1) This version is the preferred mark for all applications. Horizontal (2) This version may be used in instances where spatial contraints require a configuration of a more horizontal nature. (Letterhead, etc.)
Stacked version minimum width: 1.5”
2
Name in logo (3) This version may be used in instances where spatial contraints require a configuration of a more condensed nature and not a lot of space.
Horizontal version minimum width: 2.8”
3 Color The color versions are preferred for all applications. Black and White These versions may be used in instances where print would be in black and white.
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| LOGO USAGE DON’TS
orientation
bevel/emboss
busy background
color
crop
glow
vibrating colors
outline only
similar color
outline color
drop shadow
white box
reconfigure
distort
recreate elements
gradients
1. Don’t change the logo’s orientation. 2. Don’t bevel or emboss the logo. 3. Don’t place the logo on a busy background.
*exception: allowed if the picture is at most a 65% opacity.
4. Don’t change the logo colors. 5. Don’t crop the logo in any way. 6. Don’t add “glow” effects to the logo.h 7. Don’t present the logo on “vibrating” colors. 8. Don’t present the logo in “outline only” fashion. 9. Don’t place the logo on similar colored background. 10. Don’t outline the logo in any color. 11. Don’t add “drop shadow” effects to logo. 12. Don’t put a white box around logo. 13. Don’t reconfigure or change the size or placement. 14. Don’t distort any proportions of logo. 15. Don’t recreate elements or replace anything. 16. Don’t add a gradient or any other changes.
4
| LOGO CLEARSPACE
To make sure the logo is legible, it must consistently have enough clearspace around it. This ensures that the logo doesn’t compete with other elements surrounding it, such as photography, text, or background patterns that might detract from the overall impact.
Stacked and Horizontal The clearspace minimum is equivalent to the horizontal width of the mountain section of the logo (shown here as x), regardless of the size to which it is reproduced. *This rule also applies to the version where the name is placed inside the logo.
5
| LETTERHEAD
1.25” 0.5”
2.5”
Date Addressee’s Name Company Name Address City, State, Zip
Measurements: 8.5” x 11”
Salutation:
0.5” margin on all sides
This letter demonstrates the recommended typing format for all correspondence and is an integral part of the letterhead design.
Logo will be 2.7” x 0.85”
The margin is 0.5” on all sides with the exception of the body text on the left side, which starts 1.25” in from the left. The date is top-aligned at 2.5 inches from the top edge of the paper and 1.25 inches from the left edge. The addressee’s name is positioned flush left, two spaces below the date. Title, company name, etc. are positioned flush left under the addressee’s name. The salutation appears three spaces below the address.
The body text will start 2.5” down on the page and 1.25” over from the left side.
The body of the letter begins two spaces below the salutation, using single spacing between lines and double spacing between paragraphs. There are no indentations. The maximum line length should not exceed 6.74”. All letters should be typed in Times New Roman 10pt, with 12pt line spacing. A double spaces separates the body of the letter from the complimentary close, with four spaces to the name of the sender and the title.
Type Specifications: Times New Roman
The contact information at the bottom of the letter should be centered and include the address, number, and website. The website should be in the same color green as the tree in the logo. Remember to keep it 0.5” from the bottom to keep consistency throughout the letter design. Complimentary close,
10pt font size
Name of sender Title
12pt line spacing
CC/cc
Single spaced with double spaces between paragraphs Black font color
329 South Highway 143, Brian Head, UT 84719 (435) 677-2035 http://www.brianhead.com/winter
0.5” 0.5”
6
| ENVELOPES
Measurements: #10 Business Envelope 4.125” x 9.5” Margin from left side: 0.5” Margin from top: 0.36” Horizontal version logo height: 0.9” *Keep proportional*
Type Specifications: The address underneath the logo should be in Times New Roman 6.5pt so as to keep the address text within the same width as “Brian Head” in the logo.
0.5” 0.36” 0.9” 329 South Highway 143 Brian Head, UT 84719
7
| COLOR PALETTE
Primary Colors Green
Logo Color Application There are two color versions of the Brian Head Resort logo. The Green and Grey color version should be used for official stationery, banners and signage, brochures, and single-color publications. Our Primary Colors The Green and Greys to the right should dominate most of the pieces that are created for both print and web. • When printed in full colour the logo should only appear in two colors: Green (Pantone® 330 C) and Grey (Pantone® 1505). • An entirely black logo has been provided for the instances where the logo must be printed in a single color. Our Textures The warm wood texture will be used for signs that are more permanent as opposed to the grey signs that are prone to change more frequently.t
C-90 M-47 Y-64 K-37
Pantone 330 C
Textures Warm Wood
Grey
C-27 M-20 Y-19 K-0
Black
C-0 M-0 Y-0 K-100
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| TYPEFACE
OSTRICH sans Ostrich Sans
Typfaces Two typefaces have been chosen for Brian Head Resort: Ostrich and ITC Franklin Gothic. Used in conjunction, they carry across the smart, warm, and historical tone that embodies the resort.
Ostrich Sans is A gorgeous modern sans-serif with a very long neck and a whole slew of styles and weights.
Type application Ostrich Sans Black: • Should be used on the wayfinding signage paired with an icon. This will be the only type to be used on the directional signs. • The type should be sized at 300pts and kerned to 50pts. Ostrich Sans Medium: • Should be used on Cafe, Ski School, and Daycare sub-headings paired with Ostrich Black. • The type should be sized to 140pts and kerned to 100pts.
Ostrich Sans medium A gorgeous modern sans-serif with a very long neck. With a whole slew of styles and weights.
ABCDE FGHIJKLM NOPQ RSTUWXYZ 01 23456789 ! @ # $ % & ( ) + =?
Ostrich Sans black Ostrich Sans is A gorgeous modern sans-serif with a very long neck and a whole slew of styles and weights.
The quick brown fox jumped over the lazy dog. Ostrich Sans Black
The quick brown fox jumped over the lazy dog. Ostrich Sans Medium
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| TYPEFACE
ITC Franklin Gothic Franklin Gothic
Type application Franklin Gothic Book: • Used on pricing and informational signage. • The type should be sized to 75pts and kerned to 30pts. Franklin Gothic Book Italic: • Subheading for informational signage. • The type should be sized to 60pts and kerned to 50pts.
Franklin Gothic has been used throughout the years in several advertisements and newspapers. The typeface has maintained a high profile, appearing in a variety of media from books to billboards.
Franklin Gothic Book
Franklin Gothic Book Italic
An extra-bold sans-serif, distinguishable by it’s more traditional double-story g and a.
ABCDEFGHIJKLM NOPQRSTUWXYZ abcdefghijklm nopqrstuvwxwy 0123456789 !@#$%&*()+?
Franklin Gothic has been used throughout the years in several advertisements and newspapers. The typeface has maintained a high profile, appearing in a variety of media from books to billboards.
The quick brown fox jumped over the lazy dog. ITC Franklin Gothic Book
The quick brown fox jumped over the lazy dog. ITC Franklin Gothic Book Italic
10
| ICONS
Icons: The icons were specially stylized to reflect a modern, yet notstalgic feel. They play a key role in the improvement of the wayfinding system.
11
| DIRECTIONAL SIGNS
Front Weclome Desk: The directional signs will be placed over the front welcome desk, as well as throughout the resort to optimize the customers wayfinding experience. The directional signs will be placed in a triptych fashion, enabling more information to be viewed in a well organized matter. The signs will have a warm rich wooden texture for the background with grey printing over the top.
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| DESTINATION SIGNS
Destination Signs: The directional signs are square with circular icons. Once you reach the destination, the shape of the signs will be circular, reflecting the original icon. The destination signs will have a warm rich wooden texture for the background with grey printing over the top.
13
| OUTDOOR
Outdoor Environment: The cooresponding icons to the indoor wayfinding signage will be place in a larger scale outside the building, to create a consistant correlation between the indoor design and the outdoor environment.
14
| NAVAJO CAFE
Measurements: 8.5” x 11” 0.5” margin on all sides Logo will be 2.7” x 0.85” The body text will start 2.5” down on the page and 1.25” over from the left side.
Type Specifications: Times New Roman 10pt font size 12pt line spacing Single spaced with double spaces between paragraphs Black font color