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.

4

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.

6

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.

7

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

9

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)

10

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

11

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

12

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

13

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

14

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.

15

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

16

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

17

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

18

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

19

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.

20

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

21

Resor t specific images• Showcase resort highlights such as

dramatic structures or views

• Clean lines and perspectives to show attention to beautiful detail

22

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

23

24

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.

25

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 .

26

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.

27

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

28

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.

29

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/

30

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)