Brian HeadStyle guide 2013

Designed By: Chelsea Howells & Stephanie Barton

Brian HeadLogo, Logotype, Mark

The Primary fonts are those used in the logo, and for important signage such as lodge branding. These should not be widely used. They should be preserved to maintain the integrity of the brand, and not confuse people.

Mark

Logotype

Brian Head Brian Head

Brian HeadLogo color variations

The logo has a few different treatments, however it should always be one of these options in this style guide. (White and off-white are also acceptable).

Brian HeadLogo shape variations

The logo on the left should be used for bottoms of posters, and signage. The logo on the right for promoting the history of Brian Head.

Brian Head

White Space & Logo Sizearound the logo

There should always be a margin around the logo in a square with enough white space to fit the word “resort” when scaled to the size needed.

*The logo should NOT be any smaller than 1.5” (inches) wide.

1.5” wide

ColorsPrimary

The primary colors should be used ONLY on white or off-white backgrounds.

They are meant to be in between the old cabin feel, and a fresh modern take, but should still coorelate with the current colors.

The Primary colors should be used sparingly if ever as backgrounds.

They are the base of the brand, the colors of the logo, and therefore should not be exploited or overused.

Color 1

C=57 M=14Y=100K=1

Back ground 1

C=0 M=0Y=0K=0

Background 2

C=9M=8Y=11K=0

Color 2

C=50M=50Y=60K=25

Color 3

C=38 M=37Y=44K=2

ColorsSecondary

The secondary colors are tints and tweaks to the primary colors that will be more ideally used for signage, print materials, and overall ambiance of interiors.

These tints can also be used on signage to easily create visual hierarchies, and connect the new branding with the old.

*use all colors sparingly.

Tint 1

C=57 M=14Y=100K=1

Accent 1

C=0 M=0Y=0K=0

Accent 2

C=9M=8Y=11K=0

Tint 2

C=50M=50Y=60K=25

Tint 3

C=38 M=37Y=44K=2

FontsPrimary Branding

The Primary fonts are those used in the logo, and for important signage such as lodge branding. These should not be widely used. They should be preserved to maintain the integrity of the brand, and not confuse people.

Calvert BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 (!@#$%^&,.?;:*)

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 (!@#$%^&,.?;:*)

TRADE GOTHIC BOLD

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 (!@#$%^&,.?;:*)

TRADE GOTHIC BOLD

FontsSecondary Branding

The Secondary fonts will be used closely with the primary fonts to make up the brand. The role of these fonts is to give a broader range of hierarchies and information, while still being closely related to the primary fonts.

Use secondary fonts for the breadth of signage. They are easier to read, and are meant for small type in informational places. Used for the branding of Navajo Café, Kids Camp, Winter Sports School, etc.

Chaparral Pro RegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 (!@#$%^&,.?;:*)

Sub-BrandingIcons & Colors

One of the problems with the current branding, is there is no sub-branding within the resort. We would like to give all aspects a unique icon to help customers understand where they are, and where they need to go. These should always be kept with the secondary branding, ie. colors and typefaces, that make up the overall look and feel of Brian Head without using the logo for everything.

We would like to create an identification system for Brian Head services, while still staying on brand. Each aspect will have their own color (from the list of secondary colors) as well as an icon. Each will still be given the same visual treatment as the logo, but using the secondary typeface.

Navajo Café main color

Winter Sportsmain color

Kids Camp main color

Chaparral Pro RegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 (!@#$%^&,.?;:*)

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 (!@#$%^&,.?;:*)

TRADE GOTHIC

Navajo CaféSignage Examples

These are just a few examples of the look and feel that the signage for the Navajo Café should express.

Menu Example

Kids CampSignage Examples

These are just a few examples of the look and feel that the signage for Kids Camp should express. Below are examples of signage over the current entryways. On the left is an example of the logo above the interior doorway entrance, and on the right is an example of signage over the exterior entrance.

Sign Example

Example of idea for new Will Call desk and setup

Signage & Interior ChangesNavajo Lodge

We would suggest keeping the inside clean and simple, with modern touches, and dark stained wood. The existing wood can be stained darker, and plain colors changed to white, or off-white. Use vynal for signage on walls so you can more easily make changes to signage like prices.

Example of revisions to current entryway of Navajo Lodge

Target Customer SloganBeginner/intermediate families, So. Cal. & Vegas

Be simple and bright, with modern touches while still giving a small town, cozy cabin experience.

“Start Here” speaks to beginners as well as travelers. (Brian Head is the first ski resort you come to in Utah from I-15)

“Stay Here” speaks to the history of the resort, and keeping it a small home town feel.