hotel & spa
This brand book was designed by Taylor Hillestad for her Design Systems class at the Kansas City Art Institute instructed by Paul Diamond and Craig Neuman November 2013
welcome The Q Hotel & Spa is what we call a hidden treasure located in the heart of Kansas City. It is a boutique style hotel that ofers exemplary service to its guests. We want guests to feel right at home and relaxed in this unique atmosphere. We ofer many great services along with free shuttle service to help them explore the vibrant Kansas City. A trip to Kansas City should be a memorable experience, so we want our hotel to help meet the traveler’s needs, and become a place that they will always feel welcomed to come back to. Sean Smith Owner
our mission “To ofer guests exemplary service. We want to make them feel relaxed, at home, appreciated, while getting to know what Kansas City has to ofer around them.�
values We want guest’s to feel at home in our hotel. We are not your average cookie cutter hotel. The Q Hotel has such a unique and charismatic atmosphere, and we hope to give them one of a kind service that expresses that.
attributes.
independent.
vibrant.
satisfying.
charismatic.
central.
hotel guests
tourists who want to explore kansas city These consist of young adults who want to be around the exciting nightlife of Westport, yet have easy access to other parts of Kansas City. They enjoy the free shuttle service to help them get around, along with the great value of the rooms that it their budget.
bridal parties The great value of the Q Hotel & Spa its the likings of wedding parties. The hotel has its own in house wedding planner, along with a banquet hall. The charismatic mood of the hotel and satisfying services are perfect for a special day.
business The relaxing atmosphere of the hotel is a great place for business travelers who want a place that feels like home after a day in the city. The hotel consists of free Wi-i and a business room as well.
brand identity
COMPETITORS The Q Hotel & Spa’s main competitors are the Rafael Hotel and the Westin. The Rafael is also a boutique hotel, and the Westin attracts government business and also ofers spa services.
brand essence. The new Q Hotel & Spa branding captures the charismatic nature of the hotel. We felt this boutique style hotel needed more character in its branding. The hotel is illed with warm vibrant colors and abstract patterns, and the new logo is inspired by the patterns within the hotel. The logo also represents the unique city and the fact that the Q is central to all things Kansas City. The colors represent the vibrant interior colors and the relaxing spa.
logos The Q Hotel & Spa has two logos. A vertical logo, and a horizontal logo. The logos feature an abstract wave pattern inspired by the contemporary pattern designs within the hotel. The letter Q emerges from the pattern in the logo designs. The brandmark just features the Q and pattern without the “hotel & spa.�
hotel & spa
hotel & spa
hotel&spa we s t p o r t
hotel
hotel
hotel&spa we s t p o r t
INCORRECT USAGES OF LOGOS
hotel hotel hotel hotel & spa & spa & spa & spa we s t p o r t
hotel & spa
hotel&spa we s t p o r t
hotel & spa
hotel&spa we s t p o r t
COLORS The Q Hotel & Spa colors features warm and vibrant reds and an orange which are inspired by the interior colors of the hotel and its charismatic nature. For a contrast, a calming blue and silver help tone down some areas and are inspired by the hotel spa and the satisfying service of the hotel. They are the primary colors for the spa, but are also used as accent colors throughout the branding materials.
PRIMARY
SECONDARY Gradient Red c0 m100 y100 k11 r167 g25 b32
Spa Blue c33 m6 y7 k0 r167 g209 b226
c0 m94 y100 k35 r213 g25 b32 Red c0 m100 y100 k11 r167 g25 b32
Orange c1 m81 y99 k0 r238 g88 b36
Silver c0 m0 y0 k13 r224 g225 b226
PatterNs The Q Hotel & Spa patterns feature the abstract wave pattern that is within the logos. They overlay our various colors and some chosen photographs for a more appealing, charismatic, and contemporary look.
TYPEFACES Our typeface choices feature modern and round san serifs. Raleway is a contemporary typeface that has charismatic features in areas that make it appealing and it our brand. Ostrich Sans contrasts Raleway nicely with its condensed tall and lean characters. Gotham is our body typeface. It is easy on the eyes, yet still looks modern and embraces the round qualities of our patterns and logo.
Raleway Semibold is the primary typeface OSTRICH SANS MEDIUM is the Secondary typeface Gotham book is for large body of text
TAGLINE
hotel&spa centrally charismatic
centrally charismatic.
touchpoin touchpoints ouchpoin
touchpoints The Q Hotel & Spa’s touchpoints help embrace the hotel so the guest immediately knows the kind of quality and experience they will receive. They reflect the mood of the Q Hotel & Spa and give it its own character and voice. Within each touchpoint, it will lay out various ways our brand standards can be used. Whether it’s the typefaces, colors, patterns, and photographs.
centrally hotel&spa charismatic. hotel & spa
we s t p o r t
centrally hotel&spa charismatic. hotel & spa
we s t p o r t
hotel&spa we s t p o r t