Brand Identity guidebook 2019
Thirty Acres of
Heaven Awaits
Los Campos means “The Fields� in Spanish. A nod to our fields of lavender and to the Spanish heritage of the property.
TABLE OF CONTENTS Introduction 07 Project Brief 08 Design Overview 09 Basic Element11 Color 12 Type 14 The Logo 16 Application 25 Stationary 28 Signage 35 User Interface 47
introduction Welcome to Los Campos Branding Guideline Book. We have created this guidebline to act as an inspiration for anyone who is par ticipating in Los Campos visial communications. In this booklet, you will be walked through the process and outline of basic elements that convey Los Campos’ brand identity, personality and company ethos. This guide is provided to help maintain a consistent look and feel for Los Campos Boutique Hotel and Farm throught out all mediums.
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Project Brief Our Aesthetic
Designed in 1932 by the region’s foremost architect, John Gaw Meem, the “Father of Santa Fe Style”, Los Campos combines 50 guest rooms, a working organic farm and the ideal setting for weddings and special events. The natural beauty, comfor t and privacy of Los Campos offer our guests a truly relaxing environment. Our slogan is “Thir ty Acres of Heaven Awaits”, and gives you an impression of just how seriously we take our beautiful historic and environmentally consious proper ty. This reflects our company to guarantee an exceptional vacation experience.
Thirty Acres of Heaven Awaits
DESIgn overview Our Concept
We achieved our brand identity with a logo that is a balance of the rugged elegance and modern updates. The color palette evokes the fields, plush gardens and organic dining with subtle tans and jewel tones of turquoise along with muted tans of the proper ty’s adobe buildings. The turquoise/aqua hues will also echo the peacock feathers of the birds that roam the proper ty. The logo will be updated to be fresh, understated and sophisticated to stand out from competitors. Utlimately, the design should be able to achieve a balance of simplicity and timelesness, while still honoring the Spanish, Native American and farming roots of the region.
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Basic Elements The following pages will guide you through the basic elements that define Los Campos Boutique Hotel and Farm. With this guideline, you will be able to be creative with the brand’s assets and still remain consistent with Los Campos brand identity. The basic elements include:
COLOR PATTERN THE LOGO
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COLOR
PRIMARY COLORS
Our logo is made up of 2 main colors. A deser t teal and pure white. The turqoise/teal is historic and the white is modern and fresh.
CMYK: 46 0 27 22 RGB: 110 170 162 #6EAAA2
Desert Turquoise
Deser t turqoise evokes the southwest jewel tone synonmous with New Mexico and the Southwest.
CMYK: 0 0 0 0 RGB: 255 255 255 #FFFFFF
True White
True White is fresh, clean, modern and crisp. It introduces the contemporary upgrades and eco-consciousness of our brand ethos into our logo.
COLOR
additional Elements
SECONDARY COLORS
SECONDARY COLORS & TEXTURE PATTERN The tan is a secondary color to evoke the sand and adobe of our proper ty. It is to be used in suppor ting elements
CMYK: 19 17 21 0 RGB: 205 199 179 # CDC7B3 Campos Sand Campos Sand is synonymous with our adobe walls that are ubiquitous on our proerty. It also evokes the color of or sand and soil that we till on our lavender farm.
Los Campos also came up with some patterns which are inspired from the materials that we use on our lavender farm. This whitewashed wood will be use in signage and in any other supor ting elements that would benefit from a wood grain to continue our brand ethos.
Whitewashed Wood Whitewashed wood can be found utlized throughout our proper ty and helps lend the ar tisan and hand crafted design element to any space.
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Typeface PRIMARY FONT
The decorative typeface we selected for our Los Campos name is synomous with the anglular lines of of the Native American design that is found in abundance in New Mexico. And it echos the angles of our logo design.
ALPHA Regular ABCdefghijklm nopqrstuvwxyz
Typeface SECONDARFONT
The sub typeface is to be used for all sub headers and body copy as well as for numbers. The subhead is utilized in our logo to draw secondary attention to “boutique hotel and farm.”
GILL SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 .,!@#$%^&*()_+=-
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logo presentation SYMBOL
Los Campos has a logo that is a combination of the Native American designs used in traditional Navajo blankets and the arch found throughout the Spanish architecture that also influenced the Southwest. Each of these heritage elements have been updated and made sleek to be encapsulated in a modern translation of the new southwest.
Evokes the arched doorways of Spanish Colonial architecture in the Southwestern US.
Evokes the design elements used in Navajo blankets that are synonympous with the Southwest and its decor.
logo presentation
logo presentation
PRIMARY RATIO
Los Campos has strict ratio guidelines for logo usage. There should be no distrotion applied to the logo. Do not stretch it and be sure to maintain the ratio.
5.5 X
3.5 X 5X
1/3 X
X 1/3 X
1/3 X
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logo Presentation SECONDARY RATIO
5X
1/5 X
X
3X
1/3 X
11.5X
logo Presentation MASTER LOGO
We have tw o versions of the Master logo which can se rv e diff erent compistions and mate rials. The angular and tilted decorative type echo the design elements used in Native Amer ican design and decor .
PRIMARY LOGO Used for all main logo usage such as ent rance signage, large scale document s.
SECOND ARY LOGO Only used if layout will not allow for p rimary. Such as in pr int brochures or adve rtisements or smalle r scale pieces .
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logo Presentation VARIATIONS
FULL COLOR
COLOR WITH LIGHT BACKGROUND
BLACK ONE COLOR
FULL NEGATIVE
logo Presentation INCORRECT USAGE RULES
DO NOT use with a similar color background
DO NOT use two colors
DO NOT adjust the weight of the logo
DO NOT place the logo at a tilt
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PRIMARY Logo CLEAR SPACE + MINIMUM SIZE
CLEAR SPACE
1/5 x
MINIMUM SIZE
1/5 x
1/5 x
X .85 in
.1 in 1/5 x
Secondary Logo CLEAR SPACE + MINIMUM SIZE
CLEAR SPACE
2/5 x
2/5 x
2/5 x
X
2/5 x
MINIMUM SIZE
.43 in
2 in
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APPLICATION Now that we have walked you through our basic elements, it is time to apply it into our visual designs. The following pages will guide you through some of the most impor tant applications of our branding identity, which includes:
STATIONERY SIGNAGE USER INTERFACE PROMOTIONAL
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stationEry Stationary is the most impor tant asset of our branding. We want our appearance to be consistent and professional towards our customers. Our stationary system includes:
LETTERHEAD ENVELOPE FOLDER BUSINESS CARDS CD PACKAGE & HOLDER
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STATIONeRY LETTERHEAD 8.5 in.
1.5 in
1.3 in
Los Campos Hotel Corporate Office 4803 Rio Grande Blvd Albuquerque, NM 87107
505.344.9297 ext 558 info@loscamposhotel.com www.loscampos.com @loscamposhotel
2.5 in Hotel Guest 2600 Wimbledon Dr. Las Vegas, NV 89107
October 1, 2019
Dear Hotel guest, If you’re ready to write, just select this tip text and start typing to replace it with your own. For best results, don’t include space to the right or left of the characters in your selection. Apply any text formatting you see in this letter with just a click from the Home tab, in the Styles group. Wondering what to include in your cover letter? It’s a good idea to include key points about why you’re a great fit for the company and the best choice for the specific job. Of course, don’t forget to ask for the interview—but keep it brief! A cover letter shouldn’t read like a novel, no matter how great a plot you’ve got. If you’re ready to write, just select this tip text and start typing to replace it with your own. For best results, don’t include space to the right or left of the characters in your selection. Apply any text formatting you see in this letter with just a click from the Home tab, in the Styles group. Wondering what to include in your cover letter? It’s a good idea to include key points about why you’re a great fit for the company and the best choice for the specific job. Of course, don’t forget to ask for the interview—but keep it brief! A cover letter shouldn’t read like a novel, no matter how great a plot you’ve got. Sincerley,
John Doe
Los Campos Hotel Manager
1.5 in.
11 in.
STATIONeRY ENVELOPE 9.5 in.
.5 in .75 in
.75 in Los Campos Hotel Corporate Offices 4803 Rio Grande Blvd Albuquerque, NM 87107
1 in
1.8 in
4 1/8 in.
Recipient Name c/o Jane Doe 555 Main St. Way Albuquerque, NM 87107
.4 in
3.75 in
twenty five acres of bliss awaits 4 in
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STATIONeRY FOLDER CLOSED
9 in.
12 in.
2 in. .5 in.
2.4 in. 1 in.
STATIONeRY FOLDER OPEN
24 in.
9 in.
.8 in. 1 in.
12 in.
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STATIONeRY BUSINESS CARD 1.05 in.
1.05 in.
.5 in.
1.5 in. b o u t i q u e
.5 in.
h o t e l
&
f a r m
1.25 in.
3.5 in.
.5 in.
Allison J. Potter Graphic Designer
.4 in.
4803 Rio Grande Blvd. Albuquerque, NM 87107 1.7 in.
.6 in.
505.344.9297 ext 558 apotter@loscampos.com www.loscamposhotel.com @loscamposhotel
2 in.
STATIONeRY CD AND CASE
4.724 in.
1.5 in.
4.724 in.
1.6 in.
b o u t i q u e
h o t e l
&
f a r m
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SIGNAGE As mentioned in our design goals, we want our signage to be eye catching yet seamless blends with our Spanish and Native American brand ethos in the New Mexico. It should honor heritage while in a refreshed and modern sensitbility.
MAIN ENTRANCE CHECK IN INDICATIONAL DIRECTIONAL SPA & SALON SIGNAGE
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Main Entrance FLAT LAYOUT
3 ft
6 ft.
5 ft.
2 ft
MAIN ENTRANCE MOCK UP
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front Desk FLAT LAYOUT
3ft
Rotational Signage on TV
CHECK OUT RULES 12:00 pm Daily Check Out b o u t i q u e
h o t e l
&
f a r m
In Person: Drop the card at the front desk
2 ft. 6 ft.
Online Directions: www.loscampos.com/checkout
By Phone: Call 505.344.9297 ext 001
3ft
front desk MOCK UP
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Indicational FLAT LAYOUT
3 ft.
6 ft.
5 ft.
GREENHOUSE
3.2 ft.
Indicational MOCK UP
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Directional MOCK UP 3 ft.
SPA & SALON
6 ft.
5.5 ft.
GIFT SHOP
POOL DECK
LAVENDER FIELDS
1.5 ft.
Directional FLAT LAYOUT
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spa and Salon sign FLAT LAYOUT
2.5 ft.
6 ft.
3. ft. b o u t i q u e
S PA
h o t e l
&
f a r m
M E N U
MASSAGES CLASSIC MASSAGE 60 minutes $99
HERBAL MASSAGE 60 minute $110
DEEP TISSUE MASSAGE COUPLES MASSAGE 60 minutesOnline Directions: www.loscampos.com/checkout 60 minutes $110 $375
FACIALS RESTORATIVE FACIAL 60 minutes $80
CLEANSING FACIAL 60 minutes $99
3.5 ft from floor
spa and Salon sign MOCK UP
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user interface Our online website would be the first place to leave an impression of our branding to our customers. Therefore, it should reflect our look and feel to enhance the consistency and effectiveness of our brand identity. This is accomplished through:
TABLET HOME PAGE SMART PHONE HOME PAGE
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USer interface
USer interface
TABLET LAYOUT
Los Campos Boutique Hotel and Farm has only one oppor tunity for a first impression. A majority of the clientele will first visit our website to determine if they will book a stay with us. This is predominately done through the use of smar tphone and tablets such as ipads. We strive to make the photos as inviting as possible and the headers and navigation bar as user frientdly and inituitive as possible.
About
Accommodations
Dining
Spa
Farm
Shop Events Contact
Reservations
Navigation Bar
Main large scale photo
Carousel slide of property photos
THIRTY Acres of Heaven Awaits
Property Motto
History of the Property Set among 30 acres of lavender fields, enormous cottonwood trees and lush formal gardens, Los Campos is one of the most magnificent historic properties in the Southwest. Designed in 1932 by the region’s foremost architect, John Gaw Meem, the “Father of Santa Fe Style”, Los Campos combines 20 guest rooms, a working organic farm and the ideal setting for meetings and special events. Click here for more details
History of Property Hyperlink to click through for more details
USer interface TABLET LAYOUT
Dining
Lavender Farm
ACCOmmODATIONS
Weddings
SHOP
SPA and POol
UNIQUE EVENTS ON OUR PROPERY From a small breakfast meeting to an extravagant black tie affair, Los Campos has the versatility to make any event a memorable one. We range from corporate meetings, family retreats and anything in between. Click here for more details
Photos to redirect to other useful descriptions of the property. Including Dining, Farming, Accommadations, Weddings, Farm Shop and the Spa/Pool facilities. These allow for a deeper dive of the property for prospective clients
Unique Events that are exclusive to the hotel property. Such as cooking or arts courses Hyperlink to click through for more details
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USer interface
USer interface
TABLET LAYOUT
CONTACT US US CONTACT
4803 Rio Grande Blvd. Los Ranchos de Albuquerque, NM 87107 505.344.9297 info@loscampos.com
Join Our Email List for Newsletter Updates Sign up to receive exclusive offers and information on upcoming events from Los Campos
Email Address
SUBSCRIBE
I agree to receive marketing emails and special offers.
Map for easy geographic identification
Address, Phone Number and Email for quick contact information
Newsletter call to action Newsletter subscription to obtain further details about promotional events Logo
Privacy Policy
FAQ
Contact Us
Press
Reservations 505.344.9297
Copyright Š 2019 Los Campos Boutique Hotel & Farm
Email Sign Up Concierge 505.344.9298
Bottom Navigation Bar for reminders about Privacy, FAQ, Contact, Press and Email Hyperlink social media icons to drive traffic to our social media sites
USer interface TABLET MOCK UP
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USer interface MOBILE/ SMART PHONE FLAT
Top of Mobile Website Page
Bottom of Mobile Website Page
USer interface MOBILE/SMART PHONE MOCK UP
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PROMOTIONAL It is impor tant to show our customers that we are attentive to the little detail sin order to assist them with the best stay and experience. Our promotional assets include:
TOTE BAG T-SHIRT
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PROMOTIONAL TOTE
PROMOTIONAL T-SHIRT
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Our logo is made up of 2 main colors. A deser t teal and pure white. The turqoise/teal is historic and the white is modern andCreated by fresh. Allison Potter
pottea1@unlv.nevada.edu 206.755.8267