Brian Head Style Guide

1 Mission Statement

2 Logo

3 Logo Usage Don’ts

4 Logo Clearspace

5 Letterhead

6 Envelopes

7 Color Palette

8 Typeface - Primary

9 Typeface - Secondary

10 Icons

11 Directional Signs

12 Destination Signs

13 Outdoor

14 Navajo Cafe

I NDEX

1 | OUR MISSION

Brian Head is a unique resort, in that it attracts an

audience reaching all the way from California to the

town locals. To give a sense of familiarity to all members

of the varied focus group, we juxtaposed the comfort

and friendliness of a lodge with the edge and sleekness

of more modern logo and icons. This application of old

meets new gives an updated and relavant solution to the

resorts current challenges.

Stacked (1) This version is the preferred mark for all applications.

Horizontal (2)This version may be used in instances where spatial contraints require a configuration of a more horizontal nature. (Letterhead, etc.)

Name in logo (3)This version may be used in instances where spatial contraints require a configuration of a more condensed nature and not a lot of space.

ColorThe color versions are preferred for all applications.

Black and White These versions may be used in instances where print would be in black and white.

Stacked version minimum width: 1.5”

Horizontal version minimum width: 2.8”

2 | LOGO 1

2

3

Stacked (1) This version is the preferred mark for all applications.

Horizontal (2)This version may be used in instances where spatial contraints require a configuration of a more horizontal nature. (Letterhead, etc.)

Name in logo (3)This version may be used in instances where spatial contraints require a configuration of a more condensed nature and not a lot of space.

ColorThe color versions are preferred for all applications.

Black and White These versions may be used in instances where print would be in black and white.

Stacked version minimum width: 1.5”

Horizontal version minimum width: 2.8”

2

3

1. Don’t change the logo’s orientation.2. Don’t bevel or emboss the logo.3. Don’t place the logo on a busy background. *exception: allowed if the picture is at most a 65% opacity.4. Don’t change the logo colors.5. Don’t crop the logo in any way.6. Don’t add “glow” effects to the logo.h7. Don’t present the logo on “vibrating” colors.8. Don’t present the logo in “outline only” fashion.9. Don’t place the logo on similar colored background.10. Don’t outline the logo in any color.11. Don’t add “drop shadow” effects to logo.12. Don’t put a white box around logo.13. Don’t reconfigure or change the size or placement.14. Don’t distort any proportions of logo. 15. Don’t recreate elements or replace anything.16. Don’t add a gradient or any other changes.

orientation

crop

similar color

reconfigure

glow

outline color

distort

vibrating colors

drop shadow

recreate elements

outline only

white box

gradients

bevel/emboss busy background color

3 | LOGO USAGE DON’TS

To make sure the logo is legible, it must consistently have enough clearspace around it. This ensures that the logo doesn’t compete with other elements surrounding it, such as photography, text, or background patterns that might detract from the overall impact.

Stacked and HorizontalThe clearspace minimum is equivalent to the horizontal width of the mountain section of the logo (shown here as x), regardless of the size to which it is reproduced. *This rule also applies to the version where the name is placed inside the logo.

4 | LOGO CLEARSPACE

Measurements: 8.5” x 11”

0.5” margin on all sides

Logo will be 2.7” x 0.85”

The body text will start 2.5” down on the page and 1.25” over from the left side.

Type Specifications:Times New Roman

10pt font size

12pt line spacing

Single spaced with double spaces between paragraphs

Black font color

1.25”

0.5”

0.5”

0.5”

2.5”

5 | LETTERHEAD

Date

Addressee’s NameCompany NameAddressCity, State, Zip

Salutation:

This letter demonstrates the recommended typing format for all correspondence and is an integral part of the letterhead design.

The margin is 0.5” on all sides with the exception of the body text on the left side, which starts 1.25” in from the left. The date is top-aligned at 2.5 inches from the top edge of the paper and 1.25 inches from the left edge. The addressee’s name is positioned flush left, two spaces below the date. Title, company name, etc. are positioned flush left under the addressee’s name. The salutation appears three spaces below the address.

The body of the letter begins two spaces below the salutation, using single spacing between lines and double spacing between paragraphs. There are no indentations. The maximum line length should not exceed 6.74”. All letters should be typed in Times New Roman 10pt, with 12pt line spacing.

A double spaces separates the body of the letter from the complimentary close, with four spaces to the name of the sender and the title.

The contact information at the bottom of the letter should be centered and include the address, number, and website. The website should be in the same color green as the tree in the logo. Remember to keep it 0.5” from the bottom to keep consistency throughout the letter design.

Complimentary close,

Name of senderTitle

CC/cc

329 South Highway 143, Brian Head, UT 84719

(435) 677-2035 http://www.brianhead.com/winter

Measurements:#10 Business Envelope4.125” x 9.5”

Margin from left side: 0.5”Margin from top: 0.36”

Horizontal version logo height: 0.9”*Keep proportional*

Type Specifications:The address underneath the logo should be in Times New Roman 6.5pt so as to keep the address text within the same width as “Brian Head” in the logo.

6 | ENVELOPES

329 South Highway 143 Brian Head, UT 84719

0.5”

0.36”

0.9”

Logo Color Application There are two color versions of the Brian Head Resort logo. The Green and Grey color version should be used for official stationery, banners and signage, brochures, and single-color publications.

Our Primary ColorsThe Green and Greys to the right should dominate most of the pieces that are created for both print and web.• When printed in full colour the logo should only

appear in two colors: Green (Pantone® 330 C) and Grey (Pantone® 1505).

• An entirely black logo has been provided for the instances where the logo must be printed in a single color.

Our TexturesThe warm wood texture will be used for signs that are more permanent as opposed to the grey signs that are prone to change more frequently.t

7 | COLOR PALETTE

Grey BlackGreen C-90 M-47 Y-64 K-37

Pantone 330 C

C-27 M-20 Y-19 K-0 C-0 M-0 Y-0 K-100

Primary Colors

Warm Wood

Textures

Typfaces Two typefaces have been chosen for Brian Head Resort: Ostrich and ITC Franklin Gothic. Used in conjunction, they carry across the smart, warm, and historical tone that embodies the resort.

Type application Ostrich Sans Black:• Should be used on the wayfinding signage paired

with an icon. This will be the only type to be used on the directional signs.

• The type should be sized at 300pts and kerned to 50pts.

Ostrich Sans Medium:• Should be used on Cafe, Ski School, and Daycare

sub-headings paired with Ostrich Black.• The type should be sized to 140pts and kerned

to 100pts.

8 | TYPEFACE

OSTRICH sansOstrich Sans Ostrich Sans medium Ostrich Sans black

ABCDEFGHIJKLM NOPQRSTUWXYZ0 1 2 3 4 5 6 7 8 9!@# $%& ( ) +=?

Ostrich Sans Medium

The quick brown fox jumped over the lazy dog.

Ostrich Sans is A

gorgeous modern

sans-serif with

a very long neck

and a whole slew

of styles and

weights.

Ostrich Sans is A

gorgeous modern

sans-serif with

a very long neck

and a whole slew

of styles and

weights.

A gorgeous modern sans-serif with a very long

neck. With a whole slew of styles and weights.

The quick brown fox jumped over the lazy dog.Ostrich Sans Black

Type application Franklin Gothic Book:• Used on pricing and informational signage. • The type should be sized to 75pts and kerned to

30pts.

Franklin Gothic Book Italic:• Subheading for informational signage. • The type should be sized to 60pts and kerned to

50pts.

9 | TYPEFACE

ITC Franklin Gothic

ABCDEFGHIJKLM NOPQRSTUWXYZ

abcdefghijklm nopqrstuvwxwy0123456789!@#$%&*()+?

The quick brown fox jumped over the lazy dog.ITC Franklin Gothic Book

ITC Franklin Gothic Book Italic

The quick brown fox jumped over the lazy dog.

Franklin Gothic has been used through-out the years in sev-eral advertisements and newspapers. The typeface has maintained a high profile, appearing in a variety of media from books to bill-boards.

Franklin Gothic has been used through-out the years in sev-eral advertisements and newspapers. The typeface has maintained a high profile, appearing in a variety of media from books to bill-boards.

An extra-bold sans-serif, distinguishable by it’s more traditional double-story g and a.

Franklin Gothic Franklin Gothic Book Franklin Gothic Book Italic

Icons:The icons were specially stylized to reflect a modern, yet notstalgic feel. They play a key role in the improvement of the wayfinding system.

10 | ICONS

Front Weclome Desk: The directional signs will be placed over the front welcome desk, as well as throughout the resort to optimize the customers wayfinding experience. The directional signs will be placed in a triptych fashion, enabling more information to be viewed in a well organized matter. The signs will have a warm rich wooden texture for the background with grey printing over the top.

11 | DIRECTIONAL SIGNS

Destination Signs: The directional signs are square with circular icons. Once you reach the destination, the shape of the signs will be circular, reflecting the original icon. The destination signs will have a warm rich wooden texture for the background with grey printing over the top.

12 | DESTINATION SIGNS

Outdoor Environment: The cooresponding icons to the indoor wayfinding signage will be place in a larger scale outside the building, to create a consistant correlation between the indoor design and the outdoor environment.

13 | OUTDOOR

Measurements: 8.5” x 11”

0.5” margin on all sides

Logo will be 2.7” x 0.85”

The body text will start 2.5” down on the page and 1.25” over from the left side.

Type Specifications:Times New Roman

10pt font size

12pt line spacing

Single spaced with double spaces between paragraphs

Black font color

14 | NAVAJO CAFE