BRAND GUIDELINES
06 INTRODUCTION 08 PROJECT BRIEF 09 DESIGN OVERVIEW 10 BASIC ELEMENT 12 COLOR 14 TYPE 16 THE LOGO 25 APPLICATION 27 STATIONARY 35 SIGNAGE 47 USER INTERFACE 53 PROMOTIONAL
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INTRODUCTION Welcome to The S h ad e s b ran d b o o k . We have crea t ed th i s as a g u i d e b o o k an d ins pira t ion f or a n yo n e w h o i s p ar ti c i p ati n g in The Sha des v isu al c o m m u n i c ati o n s . In t his book , you w i l l b e w al ked th ro u g h th e p ro cess t he out l i n e o f th e b as i c el e m e n ts th at conveys The Sh ad e s ’s i d e n ti ty an d p e r s o n ality. This guide is provi d e d to h e l p m ai n tai n a consist ent look an d fe e l fo r T h e S h ad e s tho rough a ll me d i a m e d i u m .
PROJECT BRIEF
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OUR AESTHETIC
T h e S h ades is a p rofes s ion al h om es tay cha i n i n S ai Gon . T h ey are loved f or th eir s ty lis h ho mes, wh ic h are des ign ed to ref lec t n ot ju s t th e l o o k, b u t th e m ood an d feel of th eir ric h Vietn amese c u ltu re. T h e S h ades h as b een in b u s in es s fo r m ore th an 2 years an d h ave ac c om m odat ed mo re th an 2 0 0 0 gu es ts f rom arou n d th e world. Ou r s logan , “ You r h om e away f rom h om e” , may s ou n ds c lic h e, b u t it is th e p er fec t way to refl ect ou r c om p an y ’s goal to m ake ou r c u s tom e r feel c om f or tab le on th eir vac ation .
DESIGN OVERVIEW OUR CONCEPT
Your Home Away From Home
To reac h ou r goal as a “ h om e away f rom h om e”, T h e S h ade’s b ran din g s h ou ld b e eye-c atc h in g an d s eam les s at th e s am e tim e. S o th at all th e vis u al as s ets c ou ld b len d in to th e in terior an d n ow s tan din g ou t too m u c h . T h e des ign s h ou ld be s im p le an d tim eles s yet s till ref lec ts Vietn am es e c u ltu re to en h an c e th e c h arac teris tic of th e b ran d .
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BASIC ELEMENT The f ollowing pa g e s w i l l g u i d e yo u th ro u g h th e b asic element s th at d e fi n e T h e S h ad e s . W i th th is g u ideline, you w i l l b e ab l e to b e c re ati ve w ith th e b rand’s a sset s a n d s ti l l re m ai n c o n s i s te n t with T h e Sh a des ident it y. T h e b as i c e l e m e n ts i n c l u des :
COLOR
PATTERN
THE LOGO
COLOR
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PRIMARY COLORS
Ou r logo is ma d e u p o f 2 m ai n c o l o r s : Golden Yellow a n d N avy. We c h o o s e th e s e two complement a r y c o l o r s b e c au s e th ey are p e r fec tly cont ra st a nd yet c o m p l e m e n t e ac h o th e r s .
C 89
C 89
M 82
M 82
Y 25
Y 25
K 10
GOLDEN YELLOW The most luminous color. It is uplifting and relates to Vietnam
K 10
NAVY The color navy has a positive affects to the mind and body.
PATTERN
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ADDITIONAL ELEMENTS
B esides our ma i n c o l o r s , T h e S h ad es al s o c am e u p wi t h some pa t t e r n w h i c h i n s p i re d fro m th e m aterials that we use in o u r h o m e s . T h i s w o u l d b e the m ain mat er ia ls a nd patte r n w h i c h c an b e u s e d i n ou r designs.
WOOD Main materials for signage and interior decorations.
CANVAS Main materials for printed signage to add an authentic feel.
BAMBOO PATTERN Main pattern for visual design. This pattern can be found in Vietnam culinary, art,...
TYPEFACE
MAIN AND SUB-TYPEFACES
We choose t he s an -s e r i f ty p e fac e n am e d C u b an o f or The Sha des bec au s e o f i ts ro u n d e d c h arac teris tic wh ich cont r ibute to th e m o d e r n ye t fr i e n d l y an d we lcoming look an d fe e l th at w e w an t to a c h ieve.
iCielBC Cubano
abcdefghijklm nopqrstuvwxyz 0123456789 Roboto
ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789
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SPECIALIZED CHARACTERS ADDITIONAL CHARACTERS
B eca use The Sh ad e s i s l o c ate d i n V i e tn am , it is impor t a nt t ha t o u r m ai n ty p e fac e i s c u s to mized with the a ddit iona l c h arac te r s . L i s te d d o w n b e l ow are all the specia lized c h arac te r s th at h as b e e n c on ver ted for using in V ietn am e s e .
iCielBC Cubano
aăâbcdđeêfghijkl mnoôơpqrstuưvy ạàáảãặằắẳẵậầấẩẫ ẹèéẻẽệềếểễ ịìíỉĩ ọòóỏõộồốổỗợờớởỡ ụùúủũựừứửữ
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SYMBOL DESCRIPTION BREAKDOWN OF SYMBOL
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The Sha des logo i s a c o m b i n ati o n l o g o w i th th e g raphic of t he t rad i ti o n al L ac b i rd an d l o g o ty p e of The Sha des na m e b e l o w. O u r l o g o w as c re a ted to res emble t he his to r i c al royal s e al u s e d i n th e p as t dyna st ies.
Lac bird, the national symbol of Vietnam, symbolize the Viet spirit and ancient culture. Squared shape resemble the historical royal seal.
Rounded typeface and all caps makes it easy to read and regconize
MASTER LOGOS
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PRIMARY LOGO & SECONDARY LOGO
We have t w o ve r s i o n s o f th e m as te r l o g o wh ic h c an se r ve dif ferent c o m p o s i ti o n s an d m ate r i al s.
the shades PRIMARY LOGO
SECONDARY LOGO
Used for main entrance signage, large scale documents,...
Used for small size documents and signages,..
GREYSCALE RATIO
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PRIMARY LOGO
The Sha de logo s h o u l d b e u s e d at th e c o r rec t ratio of 1: 1 1/ 6. There s h o u l d b e n o d i s to r ti o n ap p ly to the logo such a s s tre c h o r s ke w w i th o u t m ain tain in g the cor rect ra t io .
x
1 1/6x
x
1/20x 1/10x
GREYSCALE RATIO
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SECONDARY LOGO
0.1515
1 1/4x
x
1/12x
1/10x
x 1/2x
2 1/5x
LOGO PRESENTATION
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PRIMARY LOGO CLEARSPACE & MINIMIM SCALE
x
2/5x
2/5x
2/5x
2/5x
1 in
1.14 in
MINIMUM SCALE
CLEARSPACE
LOGO PRESENTATION
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SECONDARY LOGO CLEARSPACE & MINIMIM SCALE
1 in
MINIMUM SCALE 2.41 in
2/5x
2/5x
2/5x
2/5x
x
CLEARSPACE
LOGO VARIATIONS
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FOR BOTH PRIMARY & SECONDARY LOGO
FULL COLOR
FULL COLOR ON LIGHT BACKGROUND
GREYSCALE ON WHITE
FULL NEGATIVE
INCORRECT USAGE
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FOR BOTH PRIMARY & SECONDARY LOGO
DO NOT use full color logo on similar hues or
DO NOT add background colors to only the text part
similar colors background
of the logo.
DO NOT change the color of the logo. Use greyscale logo if the background is similar to the logo color.
DO NOT place the logo not perpendicular to the rest of the design.
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APPLICATION No w t ha t w e have w al ke d yo u th ro u g h o u r b as ic element s, it is ti m e to ap p l y i t i n to o u r v i s u al designs. The f ol l o w i n g p ag e s w i l l g u i d e yo u th rou gh so me of t he mos t i m p o r tan t ap p l i c ati o n s of ou r b randing ident ity, w h i c h i n c l u d e s :
STATIONARY
SIGNAGE
USER INTERFACE
PROMOTIONAL
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STATIONARY S tati o n ar y is th e m os t im p or tan t as s ets of o u r b ran din g. We wan t ou r ap p earan c e to b e c o n s i sten t an d p rofes tion al towards ou r c u s to m e rs . Ou r s tation ar y s y s tem in c lu des :
LETTERHEAD ENVELOPE
BUSSINESS CARD
FOLDER
CD PACKAGE
FLASH DRIVE
STATIONARY
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LETTERHEAD
8.5 in
0.8 in
1.4 in 1.3 in
0.8 in 1.1 in
11 in
0.3 in
1.7 in
The shades homestay
Homestay & Tour Services
O: 475.639.0202 customer@theshades.com 210 Bui Thi Xuan Str D.1, Ho Chi Minh City, Vietnam
3 in Van Nguyen
Graphic Designer M: 012.525.2626 O: 475.639.0202 vannguyen@theshades.com 210 Bui Thi Xuan Str D.1, Ho Chi Minh City, Vietnam
1.2 in
Your
STATIONARY
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ENVELOPE
9 1/2 in
0.3 in
0.1 in
The shades homestay Homestay & Tour Services
0.7 in
210 Bui Thi Xuan Str D.1, HCMC, Vietnam
0.3 in
1.6 in 1 in
4 1/8 in
0.4 in
2.7 in
Your Home Away From Home 0.4 in
4.6 in
D.1, Ho Chi Minh City, Vietnam D.1, Ho Chi Minh City, Vietnam
Van Nguyen
Graphic Designer
Van Nguyen
Graphic Designer
STATIONARY M: 012.525.2626 M: 012.525.2626 O: 475.639.0202 O: 475.639.0202 vannguyen@theshades.com vannguyen@theshades.com
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BUSSINESS CARD & CD COVER 210 Bui Thi Xuan Str 210 Bui Thi Xuan Str D.1, Ho Chi Minh City, Vietnam D.1, Ho Chi Minh City, Vietnam
2 in
0.4 in
0.7 in
0.2 in
Your Home Away From Home
0.6 in
1.7 in
Your Home Away From Home
0.7 in
0.8 in
3.5 in
0.9 in
Van Nguyen
Van Nguyen
Graphic Designer
Graphic Designer
M: 012.525.2626 O: 475.639.0202
M: 012.525.2626 O: 475.639.0202
210 Bui Thi Xuan Str D.1, HCMC, Vietnam
210 Bui Thi Xuan Str D.1, HCMC, Vietnam
vannguyen@theshades.com vannguyen@theshades.com 0.2 in
STATIONARY
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FOLDER
9 in
0.6 in
2 in
0.6 in 1.6 in
2.5 in
12 in
0.7 in
Your Home Away From Home
5.7 in
12 in 2 in
0.9 in 3.5 in
Your Home Away From Home
1.1 in
0.4 in
18 in
Your Home Away From Home
STATIONARY
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CD COVER
0.4 in
1.3 in
0.4 in
1.1 in 1.1 in 0.8 in
4.4 in
0.4 in
Your Home Away From Home
1.7 in
1.8 in
0.7 in
4.4 in
STATIONARY FLASH DRIVE
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SIGNAGE As m e n ti o n ed in ou r des ign goals , we wan t o u r s i g n a ge to b e eye-c atc h in g yet s eam les s an d b l e n ds well with th e in terior in ou r h om es . T h e re fo re ou r s ign age s h ou ld b e as m in im al an d e fo r tl e s s as it c an b e.
MAIN ENTRANCE
WELCOME BOARD
ROOM NAMES
EVENT POSTER
HOUSE RULES
SIGNAGE
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MAIN ENTRANCE
2 ft
2 ft 3 in
6 ft
SIGNAGE
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WELCOME BOARD
1 ft 9 in
6 ft
xin chao! Welcome to
3 ft
Your Home Away From Home
SIGNAGE
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ROOM NAMES
10 in
3.8 in
xin chao! Welcome to
xin chao! Welcome to
Your Home Away From
Your Home Away From Home
6 ft
SIGNAGE
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EVENT POSTER
2 ft
terrarium workshop
Saturday 23th 2019 5pm to 8pm
Come join us to build your own mini ecosystem terrarium for free! Terrarium is a fun and easy way to decocate around the house and is perfect for those who are looking for a low maintainene plant. We will show you how to grow your own little garden to bring a little green to your table
3 ft
Admission: Free Limit to 1 Terrarium per person any size.
the shades
6 ft
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SIGNAGE
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HOUSE RULES
2 ft 11 in
let’s keep
let’s keep
our home safe!
Make sure to lock the door after you come in and before you leave.
Make sure to turn off electric devices to preserve energy.
our home safe!
Please do not make loud noises after 10pm.
Make sure to lock the door after you come in and before you leave.
Please do not store illegal substances or weapons.
Make sure to turn off electric devices to preserve energy.
Please be respectful and friendly to other guests. They can be your new pal!
Please do not make loud noises after 10pm.
Please let us know if you have any question about the house or the city!
Please clean after yourself after using our common areas.
Please no shoes on beds.
4 ft Please clean after yourself after using the common areas.
Please take off your shoes before stepping on beds.
Please do not store illegal substances or weapons.
Please let us know if you have any question about the house or the city!
Please be respectful and friendly to other guests. They can be your new pal!
Last but not least, have fun exploring the magnificent Saigon!
the shades
Last but not least, have fun exploring the magnificent Saigon!
6 ft the shades
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USERINTERFACE O u r o n l i n e web s ite wou ld b e th e f irs t p lac e to l e ave th e im p res s ion of ou r b ran din g to ou r c u s to m e rs . T h eref ore, it s h ou ld ref lec ts ou r l o o k an d feel to en h an c e th e c on s is ten t an d e ffe c ti ve nes s of ou r b ran d iden tity.
TABLET HOME PAGE
PHONE HOME PAGE
Homepage with choice of language, menu and book now button.
Introduction page with The Shades story and goals.
Houses and Rooms section provides information about our homes and different room services.
To do & To see section provides locals tips, recommended activities and local destinations.
The (Oh-so-good) Food section provides local recommendation on Saigon traditional and street food.
USER INTERFACE
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TABLET HOME PAGE
Saigontips section provides local tips on transportation, weather, currency, sim card,.. for the best preparation on the vacation.
Photo slideshow with hashtag #Saigoncharm to features the best snapshot of Saigon.
Footer with links to our social medias, office address and a map of where to find us.
50 Homepage with choice of language, menu and book now button.
Houses and Rooms section provides information about our homes and different room services.
To do & To see section provides local tips, recommended activities and local destinations.
The (Oh-so-good) Food section provides local recommendation on Saigon traditional and street food.
Saigontips section provides local tips on transportation, weather, currency, sim card,.. for the best preparation on the vacation.
Introduction page with The Shades story and goals.
USER INTERFACE PHONE HOME PAGE
Photo slideshow with hashtag #Saigoncharm to features the best snapshot of Saigon.
Interactive map of our location.
Footer with links to our social medias and office address.
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PROMOTIONAL It is important to show our customers that we are attentive to the little details in order to assist them with the best homestay experience. Our promotional assets include:
TOILETRIES
TOTE BAG
TABLEWARE T-SHIRT
DOOR HANGER
PROMOTIONAL TOTE BAG & TABLEWARE
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PROMOTIONAL T-SHIRT & DOOR HANGER
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Crea t ed by Ma y Ng uyen If you have a ny q u e s ti o n , p le a se send a n e m ai l to : ng uyev 7@ unlv. n evad a.e d u 7 0 2- 403- 6178
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