Brand Identity Guidelines

How To Use This BookWelcomHeritageBrand StratificationLogo MarkLogo TypeWelcomLegend IdentityLogo DimensionsClear SpaceMinimum SizePrimary Font: Trajan ProSecondary Font: Goudy Old StyleColour PaletteOrnamental Logo PatternColour Reproduction Of IdentityIncorrect Use Of IdentityCorporate Business CardCorporate LetterheadCorporate EnvelopeRoom CoastersRoom Welcome NoteWrapping Paper“Please Do Not Disturb” Sign

Contents

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Brand Identity Guidelines7

The Brand Identity Guidelines for WelcomLegend include specifications for the use of the logo, symbol, typography andColour, and should be applied to all the visual communications produced for the hotels belonging to this category. This manual sets out detailed specifications for all the existing applications and it outlines guides which can be applied to new applications.

The aim of this manual, therefore, is to help the communication process be effective and consistent throughout the various categories of hotels.

When WelcomHeritage products appear in print, fine details such as typography, the use of colour, other graphic elements can transform the brand’s projection. By following the guidelines presented in this manual, and paying attention to the details, the brand can be best represented to the public.

How To Use This Book


WelcomHeritage is a conglomeration of heritage hotels located in exotic destinations spanning India. With over sixty properties, there is great diversity in culture at different layers. Quaint villas, grand forts, beautiful palaces and havelies replete with history retain their unique charisma yet come together to form a whole.

WelcomHeritage


WelcomHeritage comprises three categories of hotels that are a part of the collection of hotels. The logo mark is the foundation symbol of WelcomHeritage and it forms a part of the three independent entities that fit together in a unified community.

A collection of our high-end luxurious properties that meet the criteria defined for this category in terms of facilities and services, plus, most importantly, are properties that have been home to royalty or are classified as heritage buildings.

A collection of our luxury properties that conform to the standards defined for the first category, but are not heritage buildings. However, here what will be of importance is their location in a ‘heritage region’.

The remaining set of properties in the WelcomHeritage collection.

Brand Stratification


A logo mark is concentrated communication, representingthe core of what a company believes, projects, and provides. Our logo mark is a symbol showing a motif synonymous with Indian hospitality and unity.

Please always use the provided EPS file for all graphic communications.

Logo Mark


Logo Type is a standardized text logo or graphic representation of the name of a company, institution, or product name used for purposes of identification and branding. It is designed to work as a team with the logo mark, so that both come together to form the backbone of the brand’s image and identity.

Logo Type


WelcomLegend is positioned as a collection of twenty of the premium and most exclusive hotels belonging to WelcomHeritage hotels, and is crowned with the Welcomheritage logo mark.

WelcomLegend Identity


The WelcomLegend logo represents balance and harmony as is demonstrated below in the symbol’s design and construction. It is meant as information only, and does not in any way imply that the dimensions can be manipulated.

Logo Dimensions

X

0.3 X

0.45 X

X

4.125 X

4 X

0.5 X

0.25 X


Clear space is understood as the minimum amount of area that must be left around the logo, clear of any other design element, so that the clarity and impact of the logo is maximum.

Clear space of minimum 0.75 inches must always be left surrounding the logo.

Clear Space

0.75”

0.75”


The WelcomLegend logo must be clearly visible when in printed use. To ensure this, a minimum size has been established. The logo must be at least 1.25 inches in width, as shown here, and scaled proportionally.

This logo does not have a maximum reproduction size.

Minimum Size

1.25”


Trajan Pro is the primary font family selected by WelcomLegend. The design of this font is based on the letter forms of Roman square capital (an ancient Roman form of writing, and the basis for modern capital letters). This timeless and strong font has been used to create the logo for WelcomLegend.

Trajan Pro must always be used for all graphic communications (including promotional material, advertising and all printed collateral) in order to project a consistent brand image. Please exercise judicious use of this font by using it only for emphasis (for example, to create headlines). Do not use this font for the purpose of body copy.

Primary Font: Trajan Pro

Trajan Pro Regular

Trajan Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890



Goudy Old Style is a classic serif typeface that was created in 1915. It is best known for being a very legible and readable serif type and is suitable for both text and display applications. Some of the weights have strong calligraphic qualities that complement the stroke weights of Trajan Pro.

The Goudy Old Style font family is chosen as the secondary typeface for WelcomLegend’s marketing typography. It may be used as body copy as well as for head lines.

Tracking of 20 points must always be used.

Goudy Old Style Regular

Goudy Old Style Italic

Goudy Old Style Bold

Secondary Font: Goudy Old Style





When designing new pieces for this initiative, use only colours that appear in the WelcomLegend colour palette shown to the left. Please use the exact colour values as specified.

The primary colour palette must be the dominant colour used in all graphic communication, and must always be used for body copy. The secondary colour palette must always be used judiciously, and should enhance the use of the primary colour palette without dominating it.

Colour Palette

Primary Colour Palette

Secondary Colour Palette

Four Colour Process Four Colour Process Four Colour Process

Four Colour Process

Screen Colours Screen Colours Screen Colours

Screen Colours

C M Y K

C M Y K

C M Y K

C M Y K

RGB

RGB

RGB

RGB

160900

171001007

00400

407510045

24213051

1923338

255249174

1035622

In situations where a decorative motif is required, the following design should be used. An EPS format of this motif has been provided in the accompanying CD.

Ornamental Logo Pattern



The identity should be reproduced in the corporate colours on a white background, as in Figure 1. Figure 2 shows the identity correctly reversed out white on one of the darker WelcomLegend corporate colours. Figure 3 shows the identity appearing as it is, against a light colour from the brand’s colour palette. If corporate colours are not available, the identity should be reproduced in white on a black background, as can be observed in Figure 4.

Colour Reproduction Of Identity

Figure 2Figure 1

Figure 4Figure 3


Shown below are various incorrect applications of the WelcomLegend Identity. Please always use the EPS file of the logo provided on the CD.

Incorrect Use Of Identity

Please do not scale the logo mark and the logo type separately. The logo elements must always be scaled proportionally as a single unit, in order to retain their design integrity.

Please do not confine the identity in any manner. No square or any other kind of decorative border should be used in the surrounding area of the logo.

Please do not alter the distance between the logo mark and logo type. If the spacial relationships between the various design elements in the logo are altered, the result will be unbalanced.


Incorrect Use Of Identity (continued)

Please do not recreate the logo using the secondary colour palette. The logo must always be in either black, white or the single colour version specified in the beginning of this manual.

Please do not alter the colours of any of the design elements that comprise the logo identity, as doing so will be disharmonious with the identity of WelcomLegend.

Please do not change the placement of the logo mark in relation to the logo type.



Please do not stretch the WelcomLegend logo disproportionately. The logo must be scaled proportionally as a single unit, and equally along the width and length.

Please do not use the logo type in isolation without the logo mark. The logo type must appear along with the logo mark as a unit.

Please do not use the colour version of the logo against a dark background. The logo must always appear against a light coloured background, or reversed to white if it is being used on a dark background.



Please do not skew the WelcomLegend logodimensionally on any print or collateral materials. The logo must always appear without any distortion.

Please do not change the font of the logo type in any manner. Never key in the logo type manually, as it is already set in a specified manner.

Please do not place any graphics or design elements within the clear space as defined previously in this manual.

The corporate business card is included in the WelcomLegend Media stationery templates. They are provided in the enclosed CD, in EPS format.

To maintain a consistent look across all WelcomLegend internal and external communications, we have created a distinct stationery system. Please do not alter the positioning, the type sizes or the type faces. The designs should remain as they are shown in the template

Corporate Business Card


Bal Samand Lake PalaceA Royal Jodhpur Retreat

Nirmala Sen GuptaSales & Marketing

16 Mandore RoadJodhpur, Rajasthan 311029, INDIAemail [email protected] +91 9986988869

front back

The corporate letterhead is included in the WelcomLegend Media stationery templates. They are provided on the enclosed CD. Please do not alter the positioning, the type sizes or the type faces. The design should remain as shown in the template.

Corporate Letterhead


16 Mandore RoadJodhpur, Rajasthan 311029INDIA

website www.welcomheritagehotels.comfax 91 0291 2571240telephone 91 291 2571991 email [email protected]

A Royal Jodhpur RetreatBal Samand Lake Palace

The corporate envelope is included in the WelcomLegend Media stationery templates. They are provided on the enclosed CD. Please do not alter the positioning, the type sizes or the type faces. The design should remain as shown in the template.

Corporate Envelope




backfront

The coasters designed for WelcomLegend have been shown below. Either of the coaster designs shown below may be used together, or separately. These are included in the WelcomLegend templates provided on the enclosed CD.

Room Coasters


back

back

front

front

The tempalate to be used for the room welcome note has been shown below. The use of the ornamental logo pattern, as shown on page 31 of this manual, can be observed below. Plenty of clear space must be eft around the pattern. Please use the EPS file provided on the CD.

Room Welcome Note


Welcome to

Bal Samand Lake Palace

You are cordially invited to our exclusive wine appreciation

at the Decanter wine bar located on the lobby level, from 6:30pm to 8:30 pm daily.

We wish you an unforgettable stay with us in Jodhpur.

Yours Sincerely,

The General Manager

The wrapping paper patterns designed for WelcomLegend have been shown below. Either of the patterns shown below may be used. These are included in the WelcomLegend templates provided on the enclosed CD.

Wrapping Paper


The “Please Do Not Disturb” sign designed for WelcomLegend rooms have been shown below. This design is provided on the enclosed CD.

“Please Do Not Disturb” Sign


PleaseDo Not Disturb




front back

Brand Identity Guidelines

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Transcript of Brand Identity Guidelines