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Table of Contents
TA B L E O F C O N T E N T S INTRODUCTION
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PROJECT OVERVIEW 7 BASIC ELEMENTS 8 COLOR 10 T YPEFACE 12 LOGO 14 STATIONERY 20 LET TERHE AD BUSINESS CARD OTHER SIGNAGE 3 0 CONCLUSION 4 0
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INTRODUCTION The Tanglewood Hotel is a five-star luxur y hotel chain with headquar ters in Beverly Hills, California. With more than 10 0 proper ties in 43 countries, the luxur y hotel values it’s customers - who make any where bet ween six to eight figures per year. In addition to boasting a world-renowned restaurant (under the direc tion of Italian chef Anton Morelli), and world renowned baker y (under the direc tion of Georgia based baker Emma Travis), also has it s own pool, lounge, bar, and ballrooms – per fec t for conventions, wedding ceremonies and receptions, and large par ties.
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PROJEC T OVERVIEW The Tanglewood’s brand indentit y should ref lec t the luxur y of the hotel. The design of the three major brand items - the logo, stationer y, and signage - should convey to the viewer that this hotel is a luxur y brand. It should feel bold, strong, rich, and modern. Some values of the company include excellence, modernit y, elegance, sophistication, at tention to detail, and exper t hospitalit y. The stationer y set and all relevant pieces should ef fec tively display the hotel logo and utilize it s color scheme well. The signage should also be easy to follow and navigate.
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BASIC ELEMENTS
Basic Element s of this brand include exploration of the color choices, t ypeface choices, and the logo.
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CO L O R PA L E T T E Primar y Colors & Secondar y (Accent)
CO L O R PA L E T T E The Tanglewood’s brand indentit y should ref lec t the luxur y of the hotel. The design of the three major brand items - the logo, stationer y, and signage should convey to the viewer that this hotel is a luxur y brand. It should feel bold, strong, rich, and modern. Some values of the company include excellence, modernit y, elegance, sophistication, at tention to detail, and exper t hospitalit y. The stationer y set and all relevant pieces should ef fec tively display the hotel logo and utilize it s color scheme well. The signage should also be easy to follow and navigate.
RGB: 216, 186, 63
RGB: 88, 88, 9 0
RGB: 196, 198, 19 9
RGB: 88, 88, 9 0
CMYK: 18, 22, 9 0
CMYK: 6 4, 56, 53, 28
CMYK: 23, 17, 17, 0
CMYK: 255, 255, 255
#D7BA3F
#57585A
#C3C5C7
#FFFFFF
The main colors chosen were Champagne Gold, Steel Gray, and Mist Gray. Champagne Gold and Steel Gray appear in the logo and Mist Gray in the signage. Gold represent s luxur y and wealth. Gray conveys formalit y, excellenece, and a level of sosphistication.
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Linot ype Didot Pro
T Y PE FACE The main t ypeface chosen was Linot ype Didot Roman Pro, with ITC Kabel Book STD as the complimentar y t ypeface. Linot ype Didot Roman is a serif and ITC Kabel is a sans serif. The t wo compliment each other well. Linot ype Didit Roman Pro was chisen for it s stately, elegant feel, and ITC Kabel was chosen as the complement becuase of it s light airiness.
ITC Kabel Std
ABCDEFGHIJKL MNO PQ RSTUV W X Y Z abcdefghijklmnopqrstuv wxyz ITC Kabel Std
0 12 3 4 5 67 8 9 (., ;: / ? )
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MASTER LOGO
E xcellence
LOGO
Modernit y
The Tanglewood logo represent s the timelessness and elegance of the company it stands for. Each element works together to convey a feeling of sophistication and wealth. Each side of the hexagon (six sided polygon) represent s one of the five core values of The Tanglewood: excellence, modernit y, elegance, at tention to detail, and exper t hospitalit y. The simple icon paired with the champagne gold and deep gray combine together to form a simple, yet ef fec tive logo.
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Elegance At tention to Detail E x per t Hospitalit y
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M A S T E R L O G O A N D S I G N AT U R E
L O G O VA R I AT I O N S
The primar y colors in the logo are steel gray and champagne gold. With this ideation, the logo works best on a light (white) background. For a dark colored background (like the stationer y) white t ype is bet ter. 16
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L O G O R AT I O
M I N I M U M C L E A R S PAC E
1/4x
1/4x X
1/4x
2x
1/4x
1/4x
X
1/4x
1/4x
1/4x
1/8 x 1/4 x
x
1.5 in 1/2 in
1/4 x 3.75 in
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3.5 in
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S TAT I O N E R Y
Stationer y element s include a let terhead, envelope, business card, folder, CD (and cover), spa essentials, and a stamp.
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LETTERHEAD
S TAT I O N E R Y The main t ypeface chosen was Linot ype Didot Roman Pro, with ITC Kabel Book STD as the complimentar y t ypeface. Linot ype Didot Roman is a serif and ITC Kabel is a sans serif. The t wo compliment each other well. Linot ype Didit Roman Pro was chisen for it s stately, elegant feel, and ITC Kabel was chosen as the complement becuase of it s light airiness.
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ENVELOPE AND BUSINESS CARD
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FOLDER (FRONT AND INSIDE)
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C D , S T A M P, A N D S P A E S S E N T I A L S
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3 D S TAT I O N E R Y S E T
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3 D S TA M P M O C K U P
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3 D S PA E S S E N T I A L S S E T
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SIGNAGE
The way finding system includes entrance signage, interior signage, and front desk signage.
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I N T E R I O R I N F O R M AT I O N A L S I G N AG E
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3 D E X T E R I O R S I M U L AT I O N
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3 D E X T E R I O R S I M U L AT I O N
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INTERIOR DIRECTIONAL SIGNAGE
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3 D I N T E R I O R S I M U L AT I O N
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3 D I N T E R I O R S I M U L AT I O N
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I N T E R I O R I N F O R M AT I O N A L S I G N AG E
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3 D I N T E R I O R S I M U L AT I O N
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CONCLUSION The Tanglewood Hotel is a brand dedicated to providing top qualit y ser vice and hospitalit y to it s guest s. The brand identit y ref lec t s the core values of the company - excellence, elegance, sophistication, at tention to detail, and exper t hospitalit y. Using the details provided in this manual, the brand can be explored and reproduced in an ef fec tive and accurate manner.
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www.thetanglewoodhotel.com (813) 505 - 2202 2135 North Rodeo Dr. Beverly Hills, CA 91023
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