PURPOSE The purpose of this book is to provide guidelines to designers, copy writers, and printers on how to represent the Cabana Retreat brand.
PRIMARY LOGO Cabana Retreat’s logo is a simple icon and wordmark together. This is the main logo that will be used across primary brand applications. This logo helps audiences easily identify Cabana Retreat’s website, adverts, products, and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo will always be applied with care and espect in every application according to the guidelines.
LOGO BREAKDOWN
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1. The fan palm icon inspired by the tropical climate. 2. Date of Business establishment. 3. Name of business, the etymology of the word comes from the Spanish language which literally means cabin. Custom Font : Chelsea IV, Outlined & Compressed 4. Retreat with the font Corbel, Bold 300pt Kerning
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LOGO VARIATION The Cabana Retreat identity consists of 2 icon, 1 wordmark and 1 ornamental emblem. These can be used in replace of the primary logo (but should never be used directly next to the primary logo on the same design). The icon can be used on its own when the full name is not necessary to include. For example, the icon can be used as a proďŹ le picture on Instagram/Facebook since the usename will be adjacent to it in plain text. The second icon was created for the ease of production for rubber stamps or wax seals. The wordmark can be used aligned to the left or right depending on the overall placement in a design. The ornamental emblem should only be used in selected cases where it is appropriate to include a highly stylized version of the logo (such as on the face of the oďŹƒcial stationery or on product packaging).
CLEAR SPACE To ensure legibility, always keep a minimum clear space around the logo. This space isolates the logo from other logos or body copy that might conict with, overcrowd, and lessen the impact of the logo. X marks the clear space of the logo.
COLOR USAGE There are a few ways to use the logo in color. The primary logo can be used in black or color on a white background. On a dark background, use the logo in white or color. On a colored background, the logo can be black or white.
PHOTOGRAPHY BACKGROUND There are a couple of ways the logo can be used on photo backgrounds, but each option should be excercised with care, making sure the logo and type aren’t obstructed by the image. In most cases, you can use either a solid white or solid black logo on top of a background image. The color logo only works on particular type of image so use with care. TIPS: 1. Photos with shallow depth-ofďŹ eld works best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on an image helps make text more readable.
UNACCEPTABLE USAGE A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way - that includes adding unnecessary and unattractive text decorations like drop shadows or outlines.
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Here are the examples of some ways you should NEVER ever consider using the logo. A. Don’t rotate B. Don’t squash or stretch C. Don’t add an outline D. Don’t change the composition or resize any part of the logo E. Don’t rearrange any elements of the logo to create a composition that is not already provided F. Don’t change the color of parts of the logo. Use color usage guide
CMYK: 0, 0, 0, 100 RGB: 35, 31, 32 #231F20
Gold
MOOD BOARD The mood board for Cabana Retreat Branding is a mix between nature and modern luxury with plenty of white space and a reďŹ ned design style. The pop of gold/brass on dark colors and nature elements add a subtle luxurious air that keeps the brand feeling classy and professional.
CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 #FFFFFF CMYK: 25, 40, 65, 0 RGB: 196, 154, 108 #C49A6C
COLOR PALETTE The gold/brass on black and white is a classic art deco color scheme. The dark yellow ochre/ light brown is used as the accent color which is common among nature themes.
Chelsea IV TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces represent the classic, high-end feel of the brand and should be used accross all prints and web applications.
Used for headlines *Uppercase
ABCEDFGHIJ KLM NOPQRSTUVWXYZ 1 23 4567890
Corbel Used for headlines and subheads. *Sentence case
ABCEDFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
BUSINESS CARD
LETTERHEAD
WAS SEAL