Brand Guidelines. hotel & spa. Éilan Hotel & Spa Brand Guidelines

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Abner Bryant
5 years ago
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1 Brand Guidelines hotel & spa 1

2 Our Story... 3 Our Brand...6 Our Logo Our Colors...15 Photography...17 Typography...20 Mercato...22 Forza

3 la nostra storia our story The art, the architecture, the culture and the camaraderie of Italy are part of the fabric of this Mediterranean country and serve as the backdrop and overall experience at Éilan Hotel & Spa. From the tile roofs and sunny climate to colorful people and warm hospitality, the parallels between San Antonio and cities throughout Italy come together at this vibrant property. From fine art photography of Italy and Venetian blown glass by local Texas artisans to celebratory Prosecco toasts and a classic Italian market, the traditions of Italy come alive here at Eilan. Éilan Resort Hotel & Spa Brand Guidelines 3

4 italia THE INSPIRATION 4

5 5

6 il nostro marchio our brand A hotel is more than a building. It is a dynamic, ever-changing 24/7 business that welcomes strangers and serves as a home away from home. To transcend from simply a place to stay to a truly memorable place to return time and time again takes intuitive service, comfortable surroundings, friendly interactions and unique experiences. The Éilan brand promise is to consistently be a place that inspires discovery and promises an experience. The Éilan brand messaging, imagery, colors and fonts have been chosen to be equal parts welcoming and unexpected. 6

7 Brand Statement Éilan Hotel & Spa is the only full-service boutique hotel in San Antonio that offers exceptional personalized service to sophisticated business and leisure travelers who appreciate fine accommodations, a fun atmosphere and friendly service at a time when unique experiences are rare. 7

8 Éilan is Vibrant Approachable Fun Sophisticated Friendly 8

9 vibrante vibrant divertente fun amichevole friendly sofisticato sophisticated avvicinabile approachable The new Éilan Hotel will be a special place that is alive with energy, vitality and activity. Playful and engaging, Éilan Hotel will encourage a sense of enjoyment through spirited staff interaction and unexpected programming. From the warm greeting to every congenial guest interaction, Éilan promises to be sociable and hospitable. Éilan Hotel appeals to people with worldly knowledge, good taste and rich life experiences. With a welcoming staff and spaces designed for interaction, guests will find Éilan Hotel easy to meet and hard to leave. 9

10 il nostro logo our log0 The Éilan logo is the cornerstone of our brand, and should be treated with respect. It represents the sophistication, friendliness and fun at the heart of the brand. When it s used in unintended ways it minimizes the effectiveness of representing our story. Consistent use of our logo makes it easy for employees and guests to identify us and trust that the experience is going to be as wonderful as they expect from Éilan: Always give it some room. Use it as a sign-off, not the center of attention. 10

11 hotel & spa The type matches the handmade feel of the mark, with its crafted edges and lovely imperfections. The warm colors are inspired by terracotta and the Italian countryside. 11

12 Minimum width 1" hotel & spa hotel & spa Minimum spacing around the logo is 75% of the x-height of the Éilan icon. x-height Minimum width is 1" for print and 100px for digital. When in doubt, ere on the side of more whitespace than less. 12

13 hotel & spa Primary 2-color logo Pantone+: 704C CMYK: RGB: Pantone+: 7752C CMYK: RGB: hotel & spa hotel & spa hotel & spa 1-color logo usage The Éilan logo can be used as 1-color. It can be used in 100% black or any of the Pantone+ colors specified on page 16. Reversed usage Reversing the logo is acceptable on 100% black or any of the Pantone+ colors specified on page

14 The logo is the launching point for the Éilan identity. Below is a short list of modifications to the logo that should not be used and only serve to harm the strength of the brand mark. don t alter the colors don t add gradient to logo don t rotate or distort éilan don t apply noticeable shadow don t apply different fonts don t change proportion of logo elements 14

15 i nostri colori our colors The elegant color palette throughout the property reflects a distinctly Italian character. The primary brand palette of Éilan is lead by warm tones of terracotta, gold and olive, found throughout Sienna and Tuscany. These should be the dominant colors in all branded materials and logo. 15

Primary Color Palette Pantone+: 298C CMYK: 65-10 - 1-0 RGB: 61-181 -

CMYK: 20-27 - 100-1 RGB: 209-174 - 69 Pantone+: 704C CMYK: 25-95 -

49 Secondary Color Palette Pantone+: 2726C CMYK: 79-69 - 0-0 RGB:

Pantone+: 392C CMYK: 48-40 - 100-16 RGB: 130-122 - 6 Pantone+: 4515C

16 Primary Color Palette Pantone+: 298C CMYK: RGB: Pantone+: 1665C CMYK: RGB: Pantone+: 7752C CMYK: RGB: Pantone+: 704C CMYK: RGB: Pantone+: 574C CMYK: RGB: Secondary Color Palette Pantone+: 2726C CMYK: RGB: Pantone+: 709C CMYK: RGB: Pantone+: 392C CMYK: RGB: Pantone+: 4515C CMYK: RGB: Pantone+: 562C CMYK: RGB:

17 fotografia photography Our photography should not only reflect the brand, but showcase the property when possible. Always consider the audience when choosing imagery. 17

18 Bright, colorful images. Images should have a sense of freshness. People enjoying the space and experience. Photography should always reflect the five keywords outlined on page 8. 18

Do not use images of a different hotel or

fit a particular size Do not use colored

19 Do not use explicit images. Do not use photos that employ the use of special lens effects Do not use low-quality, generic, boring stock photos Do not use images that are too busy Do not use images that may offend people. Do not use images of a different hotel or are obviously from a different hotel s marketing campaign. Do not use images that the have not been purchased legally. Do not use photos that have obviously been altered in Photoshop. Do not use photos that have dramatic, cliché filter effects Do not use photos that are obviously from a different geographic location Do not use photos that look staged Do not stretch images to fit a particular size Do not use colored boxes to make the photo fit a particular size Do not use images that feature outdated equipment / elements Do not use images that are cliché 19

20 tipografia typography One of the primary tools of the Éilan brand is our voice, and one of the ways our voice remains consistent is through typography. 20

21 Alana is the the font of choice for our logo and can be used for headlines. It should be used as an accent and never in long form copy. Scala Sans is our all-purpose font. Its open letterforms are modern, approachable and distinctive. It comes in many weights and reads well at any size, making it extremely flexible. It works for both headlines and body copy, and looks great in both upper or lowercase. alana abcdefghijklmnopqrstuvwxyz $%^&*()_+{}[]: ; <>,.?/ This font was customized for use in the logo. To be used in headlines and only in lowercase. Scala Sans Family Scala Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()_+{}[]: ; <>,.?/ Scala Sans Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()_+{}[]: ; <>,.?/ Scala Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()_+{}[]: ; <>,.?/ Scala Sans Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()_+{}[]: ; <>,.?/ To be used in communication materials 21

22 messo in uso put in use A well-developed brand allows designers to effectively follow guidelines for the logo, font, imagery and messaging to deliver marketing that is effective and consistent. What follows is a suggested template for one such marketing tactic: on-property promotional images. Whether delivered on video monitors, as more traditional posters, guest room cards or check-in messages, these graphics serve to promote Éilan activities to enhance the overall guest experience. 22

Event location set in Alana Pro at a legible size. Event details set in Scala Sans at a legible size.

23 ANATOMY OF AN EVENT POSTER Photos should appear bright and refreshing. Implement Italian inspired details where appropriate. Event titles should be set in all lowercase Alana Pro. Event location set in Alana Pro at a legible size. Event details set in Scala Sans at a legible size. Posters should have a footer utilizing brand colors that compliment the photo and use the subtle pattern of the icon repeating. The logo should be placed in the bottom left corner followed by the tagline. 23

24 mercato Mercato is a neighborhood of Naples in southern Italy and means market in Italian. Found at the heart of a village, the mercato is a gathering place that offers prepared foods, local ingredients and staples for everyday life. Mercato at Éilan Hotel & Spa offers an assortment of specialty items from wine and cheeses to chefprepared meals to gifts and travel essentials. A nod to its Italian heritage, the olive is a symbol of this unique marketplace. 24

25 Primary 2-color logo Pantone+: 392C CMYK: RGB: Pantone+: 704C CMYK: RGB: The same logo modification standards that apply to Éilan s logo, apply here. 25

26 forza Workout facilities at Éilan Hotel & Spa are more than your typical hotel gym. It is a full-service fitness studio complete with state-of-the-art weight training equipment, dedicated cardio area, an indoor lap pool, group exercise studio and ample space for stretching and functional training. Forza (pronounced FORT-za ) is the Italian word for strength, and a common chant among sports fans of Italian soccer. By branding Eilan s gym as Forza Fitness, it appropriately positions the facility as a stand-alone operation, offers considerable distinction among the hotel s competitors, and provides a vehicle to unify the staff that serve guests and club members in the gym and outdoor pool grounds. 26

27 Primary 2-color logo Pantone+: 7740C CMYK: RGB: Pantone+: 300C CMYK: RGB: The same logo modification standards that apply to Éilan s logo, apply here. 27

28 hotel & spa 28

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