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SECRETS RESORTS & SPASBRAND GUIDELINES
12/15
2
TABLE OF CONTENTS
VISION .................................................................................... 3
Unlimited -Luxur y® Defined ................................. 4
BRAND PERSONALITY ..................................................... 5
THE PERFECT CLIENT ....................................................... 6
LOGO USAGE ....................................................................... 7
Clear Space ............................................................. 8
Proportions ............................................................. 9
Color Options/Standard ................................... 10
Color Options/One Color ............................... 11
Color Options/Alternate .................................. 12
Color Options/Web ........................................... 13
Use of Tagline....................................................... 14
TYPOGRAPHY/PRINT ...................................................... 15
TYPOGRAPHY/WEB ......................................................... 16
COLOR PALETTE ............................................................... 17
Gradient ................................................................. 18
PHOTOGRAPHY ................................................................ 19
Brand Images ........................................................ 21
Resort Specific Images ....................................... 22
Lifestyle Images .................................................... 23
VISUAL PRESENCE/WEBSITE ........................................ 24
VISUAL PRESENCE/EBLAST TEMPLATE .................... 25
TONE OF VOICE ............................................................... 26
Key Terms .............................................................. 27
3-Word Taglines .................................................. 28
RESOURCES......................................................................... 29
Business Card Layout ......................................... 30
3
VISION
Secrets Resorts & Spas — Unlimited-Luxury®. Secrets Resorts & Spas offer adults an extra measure of romance and
sensuality in exquisite luxury beachfront settings. Guests immerse themselves in Unlimited-Luxury® where everything is
included. This plus elegantly appointed rooms and suites with 24- hour concierge and room services, multiple gourmet
restaurants and lounges serving top- shelf spirits, elegant amenities and endless day and evening activities, provide the
ultimate backdrop for unparalleled pampering, romantic rendezvous and lasting memories for couples and honeymooners.
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Unlimited-Luxury® where everything is included:
• Limitless access to gourmet à la car te dining options without reservations required
• Unlimited international and domestic top-shelf spirits
• Unlimited natural fruit juices and soft drinks
• 24-hour room and concierge services
• Pool and beach wait service
• Daily refreshed mini-bar with soft drinks, juice, bottled water and beer
• Daily maid service
• Endless daytime activities and live nightly enter tainment
• Theme par ties, oceanfront bars and enter tainment venues
• No wristbands required
• All taxes and gratuities
• Enjoy free Wi-Fi and free international calling to the US, Canada and local landlines with Unlimited Connectivity.
The mobile app also allows guests to view the schedules of all events, activities and restaurants at the resor t,
plus to learn about local destinations, excursions, and much more!*
*Availableatselectresorts
Unlimited-Luxury® for all-adult romance.
5
BRAND PERSONALITY
Secrets Resorts & Spas is romantic, luxurious and passionate. The idea of intimacy, splendor and beauty shines
throughout our resorts and via our communications.
Romantic
Inside and out, we’re hopeless romantics. We love love and embrace romance.
Luxurious
We take pride in always offering the highest level of service and luxury in everything we do.
Passionate
Whether you’re passionate about love, relaxation, activity or simply being — so are we.
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THE PERFECT CLIENT
Secrets Resorts & Spas present ideal settings for couples and honeymooners to create lasting memories together.
Our resorts are targeting adults longing for a sophisticated getaway complete with every thoughtful amenity and
excellent service in spectacular ocean front destinations. Ranging from secluded hideaways to the heart of Cancun,
there is a Secrets Resorts & Spas to satisf y any couple’s desire.
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LOGO USAGE
The Secrets brand logo is the primary
presentation of the Secrets master
brand and combines the icon and the
logotype. The letters of the logo are
specially drawn and spaced. The icon
is precisely proportioned and balanced
with the Secrets name.
Never redraw, replace or modify the
lettering in any way or rearrange the
relationship between the icon and the
logotype. Always use the Secrets brand
logo in its complete form — never use
a partial image or show just pieces.
Always use master artwork provided by
AMResorts® Art Department.
Standard logo
Alternate logo
8
Clear Space
In every application there is a required
minimum clear space around the logo.
The clear space is equal to the height of
the first “S” in the word “Secrets”
for both vertical and horizontal formats.Brand Logo Resort Logo
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Propor tions
The logo should receive prominent
placement and remain separate from
other graphic elements. When placed
in a standard size advertisement, the
recommended size is: 1.85” Wide x
.92” Height. Some special projects may
require the logo to be smaller than
recommended. In such cases, the logo
must still be legible, and cannot be
smaller than: 1.11” Wide x .56” Height.
Without exception, the logo must
maintain its shape horizontally and
vertically to keep proportions between
the icon and the logotype.
1.85 inches (50 mm) 1.11 inches (28 mm)
Minimum Size ( special projects )Recommended Size
.92 inches(23 mm)
.56 inches(14 mm)
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Color Options / Standard
The standard Secrets Resorts & Spas
logo can be printed using 4 -color
process or spot ink. The standard
logo should be used when printing
corporate pieces such as the business
cards, collection brochures, and
stationery items.
STANDARD LOGOWhen printing 4-Color Process:
C: 33M: 38Y: 58K: 16
C: 100M: 72Y: 0K: 18
Brand Logo
C: 33M: 38Y: 58K: 16
C: 100M: 72Y: 0K: 18
Resort Logo
STANDARD LOGOWhen printing Spot Color:
PANTONE 873METALLIC
PANTONE 280
Brand Logo
Resort LogoPANTONE 873METALLIC
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Color Options / One Color
When printing the Secrets Resorts &
Spas logo in one color, please refer to
the pictured examples.
ONE INKWhen printing spot color, one ink:
COLORED BACKGROUNDWhen printing on a colored background:
PANTONE 873METALLIC
Brand Logo
Brand Logo
Resort Logo
Resort Logo
PANTONE 873METALLIC
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Color Options / Alternate
The alternate Secrets Resorts & Spas
logo can be printed using 4-color
process or spot ink. The alternate logo
should be used on all newly created
and printed marketing collateral that
does not use a knock-out or one color
version of the logo.
ALTERNATE LOGOWhen printing 4-Color Process:
Brand Logo
C : 20M: 25Y: 30K: 59 C : 20
M: 25Y: 30K: 59
C: 0M: 22Y: 61K: 36
C: 0M: 22Y: 61K: 36
Resort Logo
ALTERNATE LOGOWhen printing Spot Color:
PANTONE 404
PANTONE 404
Brand Logo
Resort Logo
PANTONE P 16-13 CPANTONE P 12 -6 U
PANTONE P 16-13 CPANTONE P 12 -6 U
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Color Options / Web
The Secrets Resorts & Spas logo can
be used on the web with the color
combination depicted. The logo should be
used on all newly created web marketing
material that does not use a knock-out or
one color version of the logo.
WEB LOGOWhen using the color logo on the web:
R : 207G: 107B: 102#cfab66
R : 207G: 107B: 102#cfab66
R : 116G: 110B: 99#746e63 R : 116
G: 110B: 99#746e63
Brand Logo
Resort Logo
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Escape into Luxury• Both “E” and “L” should always
be captilalized.
• There should only be a period (.) when used within copy, in a sentence.
• No italics when using beneath the logo or as a headline
Unlimited-Luxury®
• The first letter of each word should be capitalized (U, L)
• There should be a dash (-) between the two words with no spaces
• The Registered symbol (®) follows Luxury with no spaces in between
• No italics when using beneath the logo or as a headline
BRAND TAGLINE - ESCAPE INTO LUXURY
- The brand tagline may be used in the headline portion of print or digital creative.
- When not using the tagline as the headline, it can appear in combination with the logo but in it’s vector logo format.
BRAND CONCEPT - UNLIMITED-LUXURY®
- When using Unlimited-Luxury® within copy it must always appear italicized and with the registered (®)
symbol in superscript.
- When using Unlimited-Luxury® with the brand logo no italics are needed but it must adhere to the dedicated brand fonts.
See the fonts section for further information.
BRAND SLOGAN - UNLIMITED-LUXURY® FOR ALL-ADULT ROMANCE
- The brand slogan utilizes the brand concept in a short phrase to describe the target audience.
- When using the slogan in copy, the brand concept must be italicized with the superscript registered (®)
symbol at the end of the concept.
- It can be used as a lead in to the destinations list for that particular brand.
Example: “Experience Unlimited-Luxury® for all-adult romance in: (insert brand destinations)”
- It can be used as a lead in to the inclusions/attributes list for that particular brand.
Example: “Unlimited-Luxury® for all-adult romance: (insert list of attributes/inclusions)”
- It can be used as a sub headline or directly after a brand script paragraph.
Brand logo with conceptBrand logo with tagline
Clear space between main logo and the tagline or concept should be equal to the letter S in Secrets.
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TYPOGRAPHY / PRINT
Three typefaces have been chosen
to represent the Secrets Resor ts &
Spas brand: Gil l Sans MT Pro, Trajan
Pro, and Snell Roundhand. Used in
conjunction, they carry across the
luxury, romance and sensuality that
is Secrets Resor ts & Spas.
Gil l Sans MT Pro is used primarily in
body copy text. Trajan Pro and Snell
Roundhand are used in headlines,
subheads and accent text. The bold
versions of Trajan Pro and Snell
Roundhand are only used to allow
smaller text to uphold in print.
Gill Sans MT Pro
Trajan Pro
Snell Roundhand
Light Light Italic Book Book Italic Medium Medium Italic
Regular Bold
Script Bold Script
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TYPOGRAPHY / WEB
The web fonts used for the Secrets
Resorts & Spas website can be
obtained on {{Typekit by Adobe®.}}
Gill Sans St and Helvetica Neue are
the primary webfonts. Gill Sans St is
used in title case for subheads and all
caps for head lines. Helvetica Neue is
used for body copy text.Gill Sans St
Helvetica Neue
GILL SANS ST
Light LightItalic Regular Italic
Light Light Italic Regular Italic
LIGHT REGULAR
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COLOR PALETTE
The primary Secrets Resorts & Spas
color is gold. The standard colors include
Pantone 873 accompanied by Warm
Gray 7 and Pantone 280. The print colors
include Pantone P16-13 C and P12 - 6 U
to represent the gold accompanied by
Pantone 404 and Pantone 419. The web
colors that represent Secrets Resorts &
Spas vary with a slightly brighter featured
color HEX #c fab66 accompanied by
HEX #746e63 and HEX #322f 28
Print Colors
Standard Colors
Web Colors
PMS : P 16 -13 C
CMYK : 0 2 2 61 36
PMS : P 12 - 6 U
CMYK : 0 20 74 37
PMS: 873 C
873 U
CMYK : 33 38 58 16
RGB : 168 153 110
HEX : a8996e
RGB: 207 171 102
HEX : # c fab66
PMS: 419 C
CMYK : 86 70 69 95
PMS: 419 U
CMYK : 61 50 78 70
*Add 90 % K screen to U
PMS: 280 C
280 U
CMYK : 100 7 2 0 18
RGB: 6 0 73 129
HEX : 3c4981
RGB: 50 47 40
HE X: #322f 28
PMS: 4 04 C
CMYK : 20 25 30 59
PMS: 4 04 U
CMYK : 45 37 43 4
PMS: Warm Gray 7 C
Warm Gray 7 U
CMYK : 16 18 18 44
RGB: 150 140 131
HEX : 968c83
RGB: 116 110 99
HEX : # 746e63
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Gradient
A gold gradient is used throughout the
Secrets Resorts & Spas brand. Often
the gradient will be used in subhead and
footer bars, buttons and other elements.
Print Gradient
Web Gradient
R: 196G: 171B: 104#c4ab68
PMS: P 16-12 CCMYK: 0 18 53 30PMS: P 12-5 UCMYK: 0 17 62 31
PMS: P 16-14 CCMYK: 0 26 73 44PMS: P 12-7 UCMYK: 0 23 86 43
R : 156G: 128B: 65#9c8041
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PHOTOGRAPHY
Visually, our photography aims to pull you in. Alluring images capture the eye and emphasize the beauty of stunning
architecture, exquisite scenery and absolute romance.
We want you to long for your partner’s embrace; We want you to feel the warm breezes and the sand beneath your
feet; We want you to yearn for the same luxury and romance you see in each and every one of our images.
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Brand images• Eye-catching, yet simple
• Strong use of lighting for romantic/dramatic effect
• Give off an overall feeling of luxury in tropical settings
• Sophisticated and chic
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Resor t specific images• Showcase resort highlights such as
dramatic structures or views
• Clean lines and perspectives to show attention to beautiful detail
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Lifestyle images• Romance-focused poses and actions
in intimate/secluded settings
• Models are adults ages 30-55
• Single person or wedding images are bright and clean, conveying serenity and love
• Warm, welcoming situations urging relaxation and affection
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VISUAL PRESENCE / WEBSITE
The design of the website reflects the
romance, luxury and passion of the
Secrets Resorts & Spas brand.
The site uses all three primary web
colors of the brand including white
for tags and live copy. Headlines are
written in all-caps Gill Sans St with
accompanying subheads in sentance
case gold Gill Sans St. Body copy uses
Helvetica Neue or a default sans serif.
The logo is featured center on
a white tab.
Bars and buttons are accented
using the primary gold color.
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VISUAL PRESENCE / EBLAST TEMPLATE
The Secrets Resorts & Spas eblast
template is designed to visually present
promotional information to consumers.
Logo, color palette and typography
usage are similar to the website in
order to create recognition.
The brand or resort
specific logo is always
featured in the top along
with social media links
The flexible container allows
for promotional offers,
information, supporting
imagery and call to actions.
The AMResorts® collection logo
should be featured at the bottom
above the terms and conditions
The top container is for main
image placement or to feature
promotional creative .
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TONE OF VOICE
Our guests are first and foremost at Secrets
Resorts & Spas and we want them to
be immersed in Unlimited-Luxury® even
before their getaway begins. We like to use
words and phrases that truly represent the
luxurious, sophisticated settings Secrets
Resorts & Spas provide. Encompass the
adults-only atmosphere through details
focused on romance, relaxation and leisure.
Invoke a sense of pleasure by highlighting
the impressive attributes and unique
experiences each resort offers.
Secrets Resorts & Spas are infused with sophistication and romance, which is the way we like to describe each Unlimited-Luxury® privilege.
All-SuiteSensuality.Privateterraces,phenomenalviewsandelegantinteriorappointmentssetthetoneforanunforgettablegetaway.
We want guests to feel the luxurious details through our descriptions.
Feeltensionsmeltawayasyouglidethroughourhydrotherapycircuit,sauna,steamroom,Swissshowersandindoorandoutdoor
suitesforindividualandcouple’smassage.Treatyourselftoamanicure,pedicure,facialorotherbeautysalonfinale.
By using words that truly define the Secrets Resorts & Spas brand we are able to capture the audience and prove that our resorts provide the ideal settings for adults-only getaways.
SecretsResorts&Spasofferadultsanescapetoromanceandsensualityinspectacularoceanfrontsettings.Eachofour
upscaleresortscombinesexemplarypersonalser vicewithcasual,yetsophisticatedstyle.
Our hope is that a unique experience awaits each couple visiting Secrets Resorts & Spas. For us it is not enough that couples desire our luxury amenities, but our ability to provide personalized getaways.
StoriestoShareandTell.Whetheryoubringhomenewskills,orsimplysharetheromanceandenrichmentofyourtime
here,youwillimmediatelyfeelcloserthanever.
Imaginetranquility,serenityandrelaxationinexquisitesettingsdesignedwithyouinmind.OurSecretsSpasbyPevoniaare
havensforrejuvenatingbodyandfacialtreatments,soothinghydrotherapy,relaxingmassagetreatmentsandpampering
salons;allheretotreatyoutoanunforgettablespaexperience.
Our tone of voice ensures that guests are immersed in the idea that Secrets Resorts & Spas provide the ultimate in adults-only Unlimited-Luxury® getaways.
ThereissimplynobetterplacetoshareyourromanticSecrets.
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Key Terms
These key words and phrases are often
used when referring to Secrets Resorts
& Spas. Each of these helps describe
our brand while displaying its unique
characteristics.
Romance
Luxury
Elegant accommodations
Passion
Unlimited-Luxury®
Exquisite settings
Stunning views
Oceanfront escape
Sophisticated
Indulge
Adults-only
Gourmet dining
Top-shelf spirits
Exciting live entertainment
Relaxation
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3-Word Taglines
As a whole, the Secrets Resorts &
Spas brand conveys romance, luxury
and passion. But our resorts have their
very own stories to tell. It is with each
individual three word tagline that the
essence of a resort can be conveyed
Each 3-word tagline should use the Snell
Roundhand script or stacked in Gill Sans.
If it is used in body copy, the 3-word
tagline may be accented using
an en dash (–) and italics at the end of the
paragraph.
Secrets Aura Cozumel
Light. Luxury. Love.
Secrets Akumal Riviera Maya
Idyllic. Striking. Nature.
Secrets Cap Cana Resort & Spa
Distinct. Luxe. Haven.
Secrets Capri Riviera Cancun
Rejuvenate. Enrich. Inspire.
Secrets Huatulco Resort & Spa
Enchanting. Secluded. Divine.
Secrets Maroma Beach Riviera Cancun
Harmonious. Sublime. Exquisite.
Secrets Playa Mujeres Golf & Spa Resort
Exclusive. Alluring. Pure.
Secrets Puerto Los Cabos Golf & Spa Resort
Secluded. Stunning. Splendor.
Secrets Royal Beach Punta Cana
Warm. Serene. Vivid.
Secrets Silversands Riviera Cancun
Lively. Modern. Chic.
Secrets St. James Montego Bay
Peaceful. Sophisticated. Paradise.
Secrets The Vine Cancun
Sparkling. Elegant. Bold.
Secrets Vallarta Bay Puerto Vallarta
Romantic. Refined. Remarkable.
Secrets Wild Orchid Montego Bay
Stylish. Radiant. Fun.
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RESOURCES
Please refer to the following links for
any resources or material you may need
for Secrets Resorts & Spas.
Secrets Collection brochure: http://www.amresorts.com/brochure_pdfs/secrets/secrets_brand.pdf
Secrets website: http: //secretsresorts.com/
Media Kit: http: //www.amresorts.com/mediakit/home.html
Media Download Site: http://www.amresorts.com/mediasite/
B-roll and video footage: http://www.amresorts.com/mediasite/video-footage ( Logincredentialsbyrequestonly. )
YouTube: https: //www.youtube.com/user /SecretsResorts
Secrets blog: http: //secretsresortsblog.com/
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Business Card Layout
Please use the following business card
specs and refer to the pictured sample
for printing any business cards for
Secrets Resorts & Spas.
Paper stock: 110 # Sundance Ultrawhite Felt Cover
Finishing: Logo embossed (shell + Secrets only)
Inks: (Front) Pantone 873 Gold Metallic • Pantone Warm Gr ey 7 • Pantone 280 Blue • (Back) CMYK
Typography: Gill Sans
Always use master artwork provided
by AMResorts Art Department.
For additional information please contact:
jchilds@amresorts.com.
W W W. A M R E S O RT S . C O M
3.543 Inches wide(90 mm)
JOHN Q. SAMPLE EMPLOYEE
123 Unknown RoadNowhereville, PAUSA 12345
P: +52 (555) 555 5555F: +52 (555) 555 5555E: jsample@secretsresorts.comW: SecretsResorts.com
e.g. Resort Business Card(real size)
LOGO EMBOSSED(SHELL + “SECRETS” ONLY)
e.g. Business Card Back(real size)
1.968 Inches high(50 mm)
3.543 Inches wide(90 mm)
1.968 Inches high(50 mm)
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