brand guidelines - company b · hospitality brand marketing · interactions and unique experiences....

1Éilan Hotel & Spa Brand Guidelines

hotel & spa

hotel & spa

Brand Guidelines


Our Story ..................................................... 3

Our Brand ...................................................6

Our Logo ................................................... 10

Our Colors .................................................15

Photography...............................................17

Typography ................................................20

Mercato ..................................................... 22

Forza .........................................................24

3Éilan Resort Hotel & Spa Brand Guidelines

la nostra storiaour 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.


italia THE INSPIRATION


il nostro marchioour 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.


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.

Brand Statement


Vibrant

FriendlySophisticated

FunApproachable

Éilan is…


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.

vibrante

divertente

amichevole

sofisticato

avvicinabile

vibrant

fun

friendly

sophisticated

approachable


il nostro logoour 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.


hotel & spa

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.


hotel & spa

hotel & spa

hotel & spa

hotel & spa

• Minimum spacing around the logo is 75% of the x-height of the Éilan icon.

• Minimum width is 1" for print and 100px for digital.

• When in doubt, ere on the side of more whitespace than less.

x-height

Minimum width 1"


hotel & spa

hotel & spa

hotel & spa

hotel & spa

hotel & spa

hotel & spa

hotel & spa

Pantone+: 704CCMYK: 25 - 95 - 85 - 19RGB: 163 - 42 - 50


Primary 2-color logo

Reversed usage

Reversing the logo is acceptable on 100% black or any of the Pantone+ colors specified on page 16.

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.


don’t add gradient to logo don’t rotate or distortdon’t alter the colors

don’t apply different fonts don’t change proportionof logo elements

don’t apply noticeable shadow

éilan

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.


i nostri coloriour 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.


Primary Color Palette

Secondary Color Palette












fotografiaphotography

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


• 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.


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 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 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 clichéDo not stretch images to fit a particular size

• Do not use explicit images.

• 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.


tipografiatypography

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


Scala Sans Family

alana

Scala SansABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@£$%^&*()_+{}[]:”;’<>,.?/

abcdefghijklmnopqrstuvwxyz1234567890 !@£$%^&*()_+{}[]:”;’<>,.?/

Scala Sans ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@£$%^&*()_+{}[]:”;’<>,.?/

Scala Sans BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@£$%^&*()_+{}[]:”;’<>,.?/

Scala Sans Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 !@£$%^&*()_+{}[]:”;’<>,.?/

• This font was customized for use in the logo.• To be used in headlines and only in lowercase.

• To be used in communication materials

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.


messo in usoput 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.


Event titles should be set in all lowercase

Alana Pro.

Photos should appear bright and refreshing.

Implement Italian inspired details where

appropriate.

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.

ANATOMY OF AN EVENT POSTER


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 chef-prepared meals to gifts and travel essentials. A nod to its Italian heritage, the olive is a symbol of this unique marketplace.





• The same logo modification standards that apply to Éilan’s logo, apply here.


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.





• The same logo modification standards that apply to Éilan’s logo, apply here.


hotel & spa

hotel & spa

brand guidelines - company b · hospitality brand marketing · interactions and unique experiences....

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