Brand Guidelines - The Brandothebrando.com/wp-content/uploads/2015/09/Brando_BrandGuidelines... · 2 THE BRANDO TETIAROA – PRIVATE ISLAND FRENCH POLYNESIA BRAND GUIDELINES THE BRANDO

THE BRANDO TETIAROA – PRIVATE ISLAND FRENCH POLYNESIA

BRAND GUIDELINES

Brand GuidelinesNOVEMBER 2013

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BRAND GUIDELINES

CONTENTS

The Brando Story 2

Purpose 3

Primary Logo 4

Primary Logo Reverse 5

Alternate Logo Versions 6

Locator Tagline 6

Minimum Size and Safe Area 7

Incorrect Logo Usage 8

Color Palette 9

Visual Language: Emblems 10

Typography 11

Copy Voice 12

Language Identity 13

Photographic Approach 14

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BRAND GUIDELINES

THE BRANDO STORYThe Brando is a unique luxury resort on French Polynesia’s breathtakingly beautiful private island

of Tetiaroa – an atoll composed of a dozen small islands surrounding a sparkling lagoon 30 miles

north of Tahiti. Tetiaroa has always been a place of stunning beauty, tranquility, and rejuvenation—

first for Tahitian royalty, who chose this island above all others for their summer retreat, and later

for Marlon Brando who chose it for his personal sanctuary.

The Brando offers carefree luxury in the midst of pristine nature. With access to the island by

private plane, the resort features white-sand beaches, swaying coconut palms, exotic birds, and

abundant marine life. The Brando was designed to reflect Polynesian lifestyles and culture. Each of

the resort’s 35 luxurious villas, which are available in one-, two-, or three-bedroom arrangements,

is on a white sand beach and has its own plunge pool and private beach area, and includes a sitting

room and media room.

The all-inclusive resort offers a tree-level Lagoon View Bar and the pool-side Bob’s Bar which

are both perfect for afternoon conservation or breathtaking sunsets. The beachfront restaurant

features exceptional lagoon and ocean views and indoor or outdoor dining. Dishes include a varied

menu of Polynesian-inspired dishes alongside French cuisine. For a more intimate experience

in the evenings, guests can enjoy the fine dining restaurant which is led by Guy Martin, Chef

Propriétaire of the Michelin three star rated Le Grand Véfour Restaurant, one of the most respected

dining establishments in Paris. This restaurant features exquisite French cuisine and an extensive,

world-class wine cellar

The Brando also offers the Varua Polynesian Spa, a natural haven of serenity overlooking a lily pond,

featuring the finest holistic treatments inspired by ancient Polynesian traditions coupled with modern

techniques. The spa features steam baths, a tea and relaxation lounge, a yoga shelter and a spa suite for

couples. Other resort amenities include a lush garden where fruits and vegetables for the restaurants

are grown, a large lagoon-side pool, a tennis court, library, and boutique.

At The Brando, an abundance of activities are available from bicycling, swimming, bird watching,

sailing or paddle boarding to a neighboring island, and snorkeling or diving with tropical fish.

There is also a Cultural Lounge where guests can read about French Polynesia and attend lectures

and demonstrations about Polynesian culture, history and lifestyle.

In addition to being a luxury resort, The Brando is a pioneering model of sustainable technology

with sea water air-conditioning and energy from the sun and coconut oil. Protection of the

abundant tropical fish and other marine life is core to the resort’s mission, and there is an

EcoStation for scientific research that guests can visit.

With deep respect for its cultural legacy and the use of historical practices and new technologies to

provide extraordinary luxury in an environmentally friendly manner, The Brando brings the past

and future together into a place beyond time, invigorating the spirit and enriching and changing

all who visit.

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BRAND GUIDELINES

THE PURPOSE OF THIS MANUAL

SIMPLICITY, CONSISTENCY AND REPETITION

If a brand is a set of perceptions or expectations that a consumer has of a company and what it has to

offer, then the visual branding is the toolbox for eliciting these perceptions.

This vision is conveyed through the use of the organization’s logo, color palette, typography, graphics

and the approach it takes toward design.

Through the use of these tools, we seek to inspire imagination, express ourselves, maximize the life

of brand recognition in our audience, evoke passionate life experiences, and celebrate individuality.

Our visual identity is tightly bound to our Polynesian roots and our dedication to delivering a

personally fulfilling experience amidst nature’s bounty. The seahorse in our logo speaks overtly to

the sealife we respect; the peak in our wordmark referencing a shark fin, the elegant curve in the “r”

evoking visions of fishtails.

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BRAND GUIDELINES

PRIMARY LOGO

The logo is the most important element in The Brando identity system. As the

most visible and memorable symbol of this new enterprise, it is also meant to

stand as a symbol of its personality and all that it offers.

THE SEAHORSES

A fitting symbol for The Brando is the seahorse. Rare, fragile, delicate, and beautiful, it has

retained its dignity against the assault of the modern world. Almost invisible, it merges with its

surroundings and tells us that nothing is impossible.

The simple and consistent application of the The Brando logo is of the utmost importance.

As a general rule, the logo is to be used as a subtle, premium branding device – NOT as large as will

fit into any given area. The logo should never be used at a smaller width than 1 inch.

Icon, Pantone 632C

Icon, Pantone 632C Icon, Pantone 497C

Wordmark, Pantone 497C

FULL COLOR

SINGLE COLOR

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BRAND GUIDELINES

PRIMARY LOGO REVERSE

FULL COLOR REVERSE

Reversed white letters may be used on any dark color that compliments the logo – ideally a brand

color found on page 9.

SINGLE COLOR REVERSE

A reversed white logo may be used on any medium- or dark-colored backgrounds.

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BRAND GUIDELINES

ALTERNATE LOGO VERSIONS

On occasion the setting in which the logo may appear may require the use of an

alternate version. For this reason, variations of the logo are available to ensure

maximum visibility and a high-quality reproduction.

VERTICAL LOGO

A vertical version of the logo should only be used for applications where the primary design does not

work. The same single-color and reverse rules apply to the linear logo. This logo should not be used

any smaller than 1” wide.

HORIZONTAL LOGO

A horizontal version of the logo should only be used for applications where the primary design does

not work. The same single-color and reverse rules apply to the linear logo. This logo should not be

used any smaller than 1.3” wide.

LOCATOR TAGLINE

A locator tagline is available for use. The purpose of this tagline is to call out the

location in a consistent manner in text form. This tagline should never be used any

smaller than 1.5” wide.

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BRAND GUIDELINES

MINIMUM SIZE AND SAFE AREA

MINIMUM LOGO SIZES

For legibility purposes, the logo must not be scaled down smaller than these sizes.

PROTECTIVE SPACE

Shown here is the protective space around the logo. To guarantee logo legibility and integrity,

nothing should enter this space.

PRIMARY LOGOFor strength of brand identity, leave a minimum white space equal to the height of the “t” in the wordmark around the logo’s perimeter.

ALTERNATE (HORIZONTAL) LOGOFor strength of brand identity, leave a minimum white space equal to the height of the “t” in the wordmark around the logo’s perimeter.

ALTERNATE (VERTICAL) LOGOFor strength of brand identity, leave a minimum white space equal to the width of the “H” in the wordmark around the logo’s perimeter.

SECONDARY LOGO: VERTICALThe minimum width is 1”.

SECONDARY LOGO: HORIZONTALThe minimum width is 1.3”.

PRIMARY LOGOThe minimum width is 1.25”.

1”

1”

1.3”

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BRAND GUIDELINES

INCORRECT LOGO USAGE

The logo must not be redrawn, reproportioned or modified in any form.

These are examples of incorrect configurations of The Brando logo. As it would

be impossible to show all incorrect versions, these few examples serve to illustrate

the most probable.

Do not change elements within the logo. For example do not flip the icon, or alter the size of the wordmark.

Do not screen the logo. It should always print at full density.

Do not place the logo over a busy background.

Do not stretch or compress the logo –ensure it scales proportionally when resizing.

Do not use the Seahorse icon without the wordmark.

Do not place the logo over The Brando patterns.

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BRAND GUIDELINES

SEA GREENPANTONE 7473CMYK 75, 5,48, 3RGB 39, 153, 137

THE BRANDO COLOR PALETTE

The color palette represents the natural color of the islands, and includes both

strong primary brand colors and vibrant secondary, accent colors.

The colors on this page represent an approximate rendering of the actual

Pantone inks to be used in your wordmark and identity pieces. For an accurate

representation you should refer to the Pantone® formula guide.

PRIMARY COLORS

There are two primary colors that can be used not only in the logo but also within

accompanying graphics.

SECONDARY COLORS

There are six primary colors that can be used in any graphic applications for The Brando.

LAGOON BLUEPANTONE 632CCMYK 93, 2, 15, 7 RGB 0, 147, 178

EARTHPANTONE 497C CMYK 30, 73, 74, 78RGB 81, 47, 46

SEA BLUEPANTONE 647CMYK 96, 54, 5, 27 RGB 35, 97, 146

LUSH GREENPANTONE 576 CMYK 54, 5, 94, 24RGB 120, 157, 74

WARM SANDPANTONE467 CMYK 6, 15, 41, 10RGB 211, 188, 141

EXOTIC REDPANTONE 1675CMYK 5, 83, 100, 27RGB 169, 67, 30

TROPICAL ORANGEPANTONE 165CMYK 0, 70, 100, 0RGB 255, 103, 31

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BRAND GUIDELINES

VISUAL LANGUAGE: EMBLEM

Another design element within the branding toolbox is the beveled emblem. This

emblem can be used to call out a particular sentiment, quote or piece of copy.

Carefully used, it can also frame a copy block.

EMBLEM USAGE

Usage should be conservative, and it should never conflict or clash with other elements on the page.

Never more than one should be visible. More often used within the inner confines of a piece —

rather than on the cover (or the equivalent) where it might conflict with the logo.

SAMPLE LAYOUTS

FreNch PolyNesIa Is more

sea ThaN Terra FIrma.

118 IslaNDs, oFTeN TINy

coral aTolls, are sTePPINg

sToNes across

3 mIllIoN square mIles

oF The PacIFIc. For Two

huNDreD mIllIoN years,

The greeN TurTle has beeN

swImmINg The blue sIDe oF

our PlaNeT.

MANY huNDrEDS OF MIllIONS

OF YEArS AGO, ThE ISlANDS OF

POlYNESIA COulD NOT hAvE been found by any explorer – not even a turtle. These isles emerged, suddenly, through rifts in the tectonic plates that girdle the earth. volcanic lava erupted to create tall peaks.

some of those, on Tahiti and bora bora, famously remain. but many more islands became too heavy, sank below the waves and crabbed west with the creeping sub-sea crust. only their coral rings remain. called atolls, they are often groups of motu, a distinctive sea-born landform

that stretches across the south Pacific. but the real action lies in the blue below: millions of fish, from sharks to manta rays, crustaceans, even whales – and the unhurried grace of an octogenarian turtle.

The first people to follow guiding stars from south east asia arrived 4000 years ago, reaching the most easterly society Islands by 500aD. on their epic migration in large double-hulled outrigger canoes, warrior clans brought coconuts, bananas, bread-fruit, chickens – and their gods. For twenty centuries, oro shared his divine strength through nature’s bounty, giving mana, or spirit to those who worshipped him.

More Sea Than land

An iSlAnD nAMED DESiRE 15

(sample)

text

goes here

(sample) text

goes here

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BRAND GUIDELINES

TYPOGRAPHY

Typography is used to communicate tone of voice, personality, age, gender

and mood. Three compatible typefaces are used to create brand recognition for

The Brando. A bold display font for headlines; a cleaner, more modern sans-serif

font; and a friendly, traditional serifed font.

DISPLAY FONT

USED FOR HEADLINES.

Miles Newlyn’s Democratica Serif is a contemporary exploration of black letter and gothic type forms.

Chosen as the typeface used in The Brando logo, the letters reference nature with their elegant curves and

geometric angles. The boldness of the letters creates impact and should be used conservatively both

because it is the same typeface used in the logo, and because readability suffers when used in larger

copy blocks.

DemocraticaABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

SERIF FONT

USED FOR ALL BODY COPY, SUBHEADS, CAPTIONS AND OCCASIONALLY IN HEADLINES.

Zuzana Licko’s Mrs. Eaves XL Serif is a contemporary version of the original Mrs. Eaves, a typeface

inspired by the classic Baskerville typeface. Mrs. Eaves XL sports a higher x-height with proportion to

shorter ascenders and descenders and overall space economy — allowing for optimum readability.

Mrs. Eaves XL Serif OTABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

SANS-SERIF FONT

USED IN SELECT BODY COPY, CAPTIONS AND IN ADDITION TO MRS. EAVES XL OT.

Mr. Eaves XL is the sans-serif companion to Mrs. Eaves XL, a classic typeface design. Derived from the

original typefaces of Mr. Eaves, but the larger x-height allows for superior readability at smaller point sizes.

Mr. Eaves XL San OTABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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BRAND GUIDELINES

COPY VOICE

1. The Brando’s voice is a lush and sensual as the South Pacific itself. When

we write, we must place ourselves—and our readers—in the warmth of the

South Seas. Wherever possible, invite readers to imagine themselves here, to

experience the place directly. Don’t just tell them what it’s like; instead use

language to support photography and show them what it’s like, so even in a

Manhattan blizzard or the drizzle of Paris they’ll feel themselves surrounded by

the surreal blue Pacific and the sun.

2. Don’t restate what the photo already says; instead of describing what the

photograph shows, describe how it will feel to experience it. For example,

instead of: “Each bungalow has its own splash pool” say “Your private splash

pool refreshes your skin in the heat of the day.” Instead of “The beach bar has a

sandy floor” say “Curl your bare toes in the cool sand of the beach bar floor.”

3. The Brando is not just another South Seas resort; it is a place of stunning beauty

and rare serenity chosen by Tahitian royalty for their summer retreat. It is the

island children dream of—brought to life. Language should set the tone for a

story that becomes real; an adventure to be lived. The occasional reference to

ancient princes and princesses is appropriate.

4. Write using all five of your senses for inspiration – imagine yourself at The

Brando and feel the warm, soft ocean breeze on your skin, catch the scent of

tropical fruits and flowers in the air, imagine the sun, sand, and sea’s gentle

touch. Listen for the lull of waves and the call of birds. See the magnificent light

even through closed eyes, and taste the fullness of fresh coconut, the sweetness

of ripe pineapple. Use sea and beach metaphors often.

5. Think of Tetiaroa as the ideal Polynesian hostess who embodies nature’s

femininity, generosity and abundance. Refer to her occasionally as she.

6. Use Polynesian words when appropriate, in italics, and then explain them. Refer

to local culture, customs, and traditions. The Brando is authentically of this

place and we are proud of our Polynesian roots.

7. When referencing The Brando, describe it as a natural sanctuary instead of

“sustainable resort” (both words are overused).

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BRAND GUIDELINES

LANGUAGE: IDENTITY

ALWAYS

RESPECTFUL

- of our heritage

- of our heirs

- of our guests

RESPONSIBLE

- of fulfilling our guests’ expectations

- protecting the environment

EDUCATIONAL

- about the nature around us

- about how we can lead and inspire

- research

EXCLUSIVE

- geography

- private

NEVER

COMMON

- we will always be unique

THOUGHTLESS

- we contemplate all actions and interactions

WHERE WE ARE

The Brando’s new existance may leave our audience asking “Where is this private

sanctuary?” For this reason, whether within the body copy, or as a graphic-typographical

treatment (reference “Locator Tagline” section on page 6), the words “Tetiaroa Private Island

— French Polynesia” must appear in all sales and marketing pieces.

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BRAND GUIDELINES

PHOTOGRAPHIC APPROACH Choose sense-evoking imagery, showing detail and texture, evoking empathy. Use images that

present interesting, intimate, specific perspectives. in order to emphasize the unique nature of The

Brando experience.

Incorporate macro images of the natural environment: as well as tactile images of luxury.

Images of people and culture should always feel respectful. The camera should not be an active

participant in the scene. It should avoid changing the way people act, in order to preserve a sense of

solitude. Overly-posed or close-up images of models should be avoided as they tend to distract from

the story; models shot from a distance or naturally engaging in activities, rather than posing, are

more appropriate. The setting should always be the hero of the shot.

Points of view on interior shots should be tightly cropped to focus on the best attributes and detail.

They should emphasize luxurious textures, finishes, colors.

Use images in a way that portrays a balance of luxury and sustainability.

Documents

Brand Guidelines - The Brandothebrando.com/wp-content/uploads/2015/09/Brando_BrandGuidelines... · 2 THE BRANDO TETIAROA – PRIVATE ISLAND FRENCH POLYNESIA BRAND GUIDELINES THE BRANDO