BRAND GUIDELINES
T H E R H Y T H M O F T H E B O DY, T H E M E LO DY O F THE MIND & THE HARMONY OF THE SOUL C R E AT E T H E SY M P H O N Y O F L I F E . – Yo g a c h a r y a B K S I y e n g a r
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TA B L E o f C O N T E N T S Brand Brand positioning.......................................................... pg.4 Brand promise................................................................pg.5 Tone of voice...................................................................pg.6 Messaging........................................................................pg.7
Identity Identity toolkit...............................................................pg.10 Logos...............................................................................pg.11 Iconography....................................................................pg.15 Color palette...................................................................pg.16 Typography.....................................................................pg.17 Imagery............................................................................pg.18
SA C R E D L O T U S (Nelumbo nucifera) Used since ancient times to purify the body, soul, and mind.
Marketing Our story.........................................................................pg.20 Advertising......................................................................pg.21
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OUR BRAND
CHAMOMILE (Matricaria chamomilla) Known for its therapeutic properties, calming aroma, and ability to luxuriate the skin.
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L A K E AU S T I N (Aqua vitae) A reservoir for the Colorado river surrounded by beautiful Texas Hill Country, we built our spa on its shores to provide a sanctuary for rest and renewal.
1.1 BRAND POSITIONING
Renew the spirit transform the soul. Lake Austin Spa Resort is a one-of-a-kind wellness experience. Whether our customers are here for a spa day or an extended stay at our resort, our luxurious and scenic spa and resort bring world-renowned health and wellness to the shores of Lake Austin. Our consumers are “well-to-do”— in that they earn a good living, and care about their health and well-being. And they love our brand because it provides two different spaces for becoming their authentic selves, in a local yet remote-feeling destination on Lake Austin.
OUR BRAND PERSONALITY INDEPENDENT SPIRITED NURTURING RELIABLE AUTHENTIC ≈4≈
1.2 BRAND PROMISE
Where the heart, mind and soul meet the water.
Our brand offers an exclusive getaway to relax, rejuvenate, and refresh. These are essential keys to both life and health—mental, physical and spiritual—and it’s our delivery of these keys, through exclusive fitness and wellness programs, life courses and upscale health-centered nourishment that keeps our consumers coming back. Our resort and our spa deliver on this brand promise with their unique and soulful appeal.
1 . 3 T O N E O F VO I C E
Lake Austin Spa Resort speaks to understanding true, authentic comfort, healing and peace. To live well, to feel good, and to master the art of being you. We cater to a clientele that is adventurous and sophisticated. Therefore, the Lake Austin Spa Resort brand needs to remain true to our clientele. To connect with our consumers, we need to use language that speaks to them. Here are a handful of words that define the Lake Austin Spa Resort brand.
POSITIVE
GENUINE/REAL
IMAGINATIVE
HEALTHY
FUN
ENRICHING
JOYFUL
SOULFUL
RELAXED
PERSONAL
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1 . 4 M E S SA G I N G
Our messaging lets us share our brand with consumers, letting them know exactly who we are. We use this messaging to speak to our greatest strengths.
U N I Q U E Lake Austin Spa Resort is the only destination spa on a body of water. From our relaxed lakeside atmosphere to the water taxi and unique spa treatments we offer guests, it’s completely unmatched. S U P E R I O R
I N
Q U A L I T Y
From our exclusive, hyper-personalized spa services and gourmet dining to our luxurious resort and scenic locale on Lake Austin, the quality of Lake Austin Spa Resort is only surpassed by the care and dedication of its people. P A S S I O N A T E It’s our passion for enhancing people’s lives that drives us, and resonates with our clientele, who hold their health and happiness in high esteem.
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BRAND IDENTITY
L AV E N D E R (Lavandula angustifolia) An essential oil that soothes and relieves tension, relaxing the mind with its fragrant aroma.
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2.1 IDENTITY TOOLKIT
TOOLKIT OV E RV I E W Our identity toolkit has all the elements needed to maintain our brand consistency:
P R I M A R Y
L O G O T Y P E
B R A N D
M A R K
C O L O R
P A L E T T E
T Y P O G R A P H Y
36 pt HEADLINE T h i s i s a s e n t e n c e w i t h 1 2 p t b o d y c o p y. ≈ 10 ≈
2 . 2 P R I M A RY L O G O T Y P E
P R I M A RY LOGOTYPE This is the primary logotype for Lake Austin Spa Resort, and symbolizes the integration of graphic elements from our property and flowing font treatments that are essential to our brand.
MAXIMUM PROXIMITY To maintain the integrity of the primary logotype it’s important that no other logos, graphics or copy infringe on its space. The preferred breathing room should be 1/2 the width of the sunflower icon. We let it be, like the lake and natural surroundings that give our spa and resort its essence.
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Preferred breathing room = 1/2 width of the sunflower icon
2 . 3 S E C O N DA RY L O G O T Y P E
S E C O N D A RY LOGOTYPE This is the secondary logotype for Lake Austin Spa Resort, and symbolizes the the same integration of graphic elements from our property and flowing font treatments essential to our brand. However in this instance they are stacked and formatted to accommodate multiple media such as digital and social.
LOGOTYPE COLOR GUIDELINES To be prominently visible, use the color logotype as a first option, but if the background conflicts with the color logotype use the black or white logotype to allow the identity to maintain a strong visual presence. Our expanded logo family offers black and white versions of our logos. The black and white versions of our logotype are meant to be used when our color versions are not standing out against a background. ≈ 12 ≈
2 . 4 E X PA N D E D L O G O FA M I LY
LOGOTYPE, LOGO MARK, & LOCKUPS Our brand goes beyond the conventional
Sunflower icon
confines of traditional identity. For that reason, we don’t restrict our brand to be identified by one logo mark. Different media call for different versions of the logo. However, if there’s room for only one logo, it must be the primary logotype or secondary logotype.
Logo mark
A Lockup is comprised of two graphical elements lo cked together. Using the primary logotype is preferred to using the secondary logotype individually, especially in cases where consumers may be unfamiliar with the brand. NEVER use the primary and secondary logotypes together.
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Logotype
2 . 5 L O G O T Y P E V I O L AT I O N S
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2.
LOGOTYPE DO’ S & DON’TS 3.
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To maintain the integrity of the brand the logo should never be used in any form other than the previously shown logotypes. Below are some examples of using the logo incorrectly. 1. No thank you. Do not change the color of the logo or any of its components. 2. No thank you. Do not distort the logo.
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3. No thank you. Do not put the logo on unapproved background colors. 4. No thank you. Do not put a drop shadow behind the logo. 5. No thank you. Do not resize any aspect of the logo.
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6. No thank you. Do not put a box around the logo. 7. No thank you. Do not put the logo on a background made up of a color from the logo. 8. No thank you Do not place the logo over the subject of a photograph or graphic element. ≈ 14 ≈
2.6 BRAND ICONOGRAPHY
ne ICON SET S PA
R E S O RT
M AS S AG E
M I N D A N D B O DY
A brand icon set has been created to help create visual distinction between the different services and benefits that we offer. To help reinforce those distinctions, please use the icons as recommended. Don’t alter the color of the icons. When necessary, you may attach a new label to an icon if it fits within
A R O M AT H E R A P Y
the service or benefit being provided.
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N AT U R E
AFTER DARK
GARDEN
FITNESS
CUISINE
ZEN
2 .7 C O L O R PA L E T T E
P R I M A RY C O L O R S
PANTONE 7454 CVC C:60 M:25 Y:0 K:2 R:95 G:158 B:210 HEX: 5f9fd4
P R I M A RY C O L O R S PMS 7454 CVC, PMS 124 CVC, and PMS 577 CVC
PANTONE 124 CVC C:0 M:27 Y:100 K:6 R:238 G:179 B:16 HEX: f0b410
are the primary brand colors. They comprise the preferred brand color palette and should be used as often as possible.
PANTONE 577 CVC C:23 M:0 Y:51 K:11 R:181 G:203 B:139 HEX: b5cb8b
S E C O N D A RY COLORS
S E C O N D A RY C O L O R S
PMS 7401 C, PMS 573 C, PMS 7709 C, PMS 7713 C, PMS 7691 C and PMS 191 C are the
PANTONE 7401 C C:4 M:10 Y:41 K:0 R:244 G:223 B:164 HEX: f4dea3
PANTONE 573 C C:29 M:0 Y:17 K:0 R:179 G:223 B:216 HEX: b3dfd7
PANTONE 7709 C C:61 M:13 Y:25 K:0 R:97 G:177 B:187 HEX: 61b0bb
PANTONE 7713 C C:87 M:37 Y:39 K:7 R:2 G:123 B:139 HEX: 017b8a
PANTONE 7691 C C:95 M:64 Y:16 K:2 R:0 G:96 B:152 HEX: 005f98
PANTONE 191 C C:0 M:88 Y:39 K:0 R:239 G:69 B:109 HEX: ee456d
for supporting brand elements, backgrounds, display type, button styles, charts, graphs, and infographics. The secondary palette should be used sparingly without one or both of the colors in the main brand color palette.
NEUTRAL COLORS
NEUTRAL COLORS PANTONE 5783 C C:39 M:25 Y:55 K:1 R:162 G:168 B:130 HEX: a1a882
secondary brand colors. They should be used
PANTONE 7540 C C:69 M:59 Y:52 K:33 R:75 G:79 B:85 HEX: 4b4f55
PANTONE BLACK 6 C C:82 M:70 Y:59 K:75 R:16 G:24 B:32 HEX: 0f1820
PMS 5783 C, PMS 7540 C, and PMS Black 6 C are the neutral brand colors. The neutral color palette should be used for text and grayscale executions. ≈ 16 ≈
2.8 TYPOGRAPHY
S U RV E Y O R D I S P L AY
HEADLINES 48pt headline styled all caps with swashes and 60pt tracking
We use Surveyor Display as our primary display font. It is to be used at larger sizes for shorter headlines over a contrasting area of an image.
Subheads 36pt subhead styled with italics and 50pt tracking
S U RV E Y O R TEXT
This is a sentence of body copy.
Use Surveyor Text for body copy.
12 pt body copy
PT Serif
HEADLINES
Use PT Serif for all digital assets that
This is a sentence of digital body copy.
require a web friendly font.
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2 . 9 I M A G E RY
YOUR LIFE. WELL-LIVED. Our brand is about living well. We cater to individuals and small groups who are drawn to more than just garden-variety resort and spa services. They love the water, enjoy being pampered and are looking for an amazing local experience getaway. Just like the services we provide, the imagery (e.g., photography, video) associated with our brand needs to be beautiful, earthy, intimate and reflect what sets us apart – the water, our serene atmosphere, and compassionate, expert staff.
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MARKETING
SA L M O N (Oncorhynchus gorbuscha) This freshwater fish found in rivers and lakes across America is known for its health benefits. We serve it smoked in a pâté rillette with a dash of lemon zest.
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3 . 1 O U R S T O RY
Beautiful. Peaceful. O N E - O F-A- K I N D . Lake Austin Spa Resort was founded to offer a truly unique experience. Set on the shores of Lake Austin in the beautiful Texas Hill Country, we give our guests a one-of-a-kind sanctuary for rest, rejuvenation and renewal.
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3 . 2 A D V E RT I S I N G
BEST P R AC T I C E S SOCIAL AND DIGITAL Since mobile and digital marketing offer a smaller physical space, use the secondary logotype and position it at the top of the ads if lack of room does not allow for the primary logotype. PRINT Regardless of the media, the Lake Austin Spa & Resort brand should be presented as nurturing, rejuvenating, soulful and refreshing.
A WORD ABOUT H E A D L I N E S , B O DY C O PY, & C TAS Headlines should elicit a reaction. Body copy should sound authentic. Calls-to-Action should be clear and direct (meant to elicit an interaction). We keep these things in mind whenever we
sum m er
Soulstice
Social ad
sum m er
Soulstice Celebrate summer with lake classes and spa treatments at our all-inclusive wellness resort.
promote the brand. Digital ad ≈ 21 ≈
BOOK NOW
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S
summer. time. sum me r
Soulstice
Summer SOULstice lets you immerse yourself in wellness and healthy living to help you reconnect, recharge, and renew. From exciting water activities on vibrant Lake Austin where our dock is open for swimming, skiing, wake surfing, and paddle sports, to refreshing cooking classes, indoor and outdoor wellness programs, and over 100 unique spa treatment options. For more information, call 800-847-5637, or visit lakeaustin.com
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NA M AST E
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