Brand Guidelines
Contents
02
03
01
The Ask
Brand Voice
Typography
05
06
04
Identity System
Logos
Color Palette
THE Vacation haven brand guidelines
08
09
07
Iconography
Photography
Logo Usage
The Ask
RDG was asked to assist in crafting a digital strategy to bring awareness to The Vacation Haven's flagship location in Montego Bay, Jamaica. Following market research, we created a logo, brand identity and video that perfectly captures the company's essence.
THE Vacation haven brand guidelines
Brand Voice
The Vacation Haven represents the intersection of luxury and comfort. The resort is in a private gated community, adjacent to the beautiful White Witch Golf Course and only 10 minutes away from the Montego Bay Airport. The extensive amenities, including concierge service, a personal chef, a cleaning service, and a driver, allow guests to venture off the property as often or as little as they prefer. Our goal was to provide a brand voice that reflected these principles in order to appeal to potential guests looking for a once-in-a-lifetime vacation experience.
Luxurious, Comfortable, Chic
THE Vacation haven brand guidelines
Typography
The Vacation Haven utlizes the IvyJournal font family in its logo. IvyJournal, designed by Jan Maack from Ivy Foundry, embodies The Vacation Haven's brand voice. It's sophisticated, with the classic features of a traditional serif typeface, but it boasts an elegance and cleverness of a brand new experience.
IvyJournal
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
THE Vacation haven brand guidelines
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Color Palette
Caribe Verde
Montego Green
Montego Teal
The Vacation Haven's color palette is comprised of six colors: one primary, three secondary, and two tertiary. All six colors can stand alone or together in any combination.
THE Vacation haven brand guidelines
Molten Coral
Sea Glass
Sand
Identity System
Vertical Logo
When guests stay with The Vacation Haven, we encourage them to enjoy themselves to the fullest and make the most of their stay. The property feels opulent, yet cozy, a getaway guests want to return to year after year. The logo aims to capture these feelings of blissful extravagance.
Horizontal Logo
THE Vacation haven brand guidelines
Brandmark
Brandmark, Simplified
Logos
The Vacation Haven's Identity System is comprised of four graphics: the vertical logo, the horizontal logo, the icon, and the icon, simplified. Each of these four has its own purpose and set of usage guidelines, and the presence of any of the four signifies The Vacation Haven. Hover over each logo to see its use in context.
Vacation haven brand guidelines
Logo Breakdown
The swallow-tailed hummingbird, featured on all of the logos in the Identity System, plays an integral role in this brand’s identity as it is the National Bird of Jamaica. It stands as a symbol of light and joy. The logo exudes an easy luxury. The soft corners and gentle, sloping angles combine with the classic typeface and the breezy movement of the hummingbird for the desired effect.
THE Vacation haven brand guidelines
Primary Logo
19 mm.
The vertical lockup represents the primary logo. This logo in Montego Green should be used as the default representation of the company.
Minimum size
THE Vacation haven brand guidelines
Bigger is better. The vertical lockup should not be reproduced at a size smaller than 19mm in height.
The clear space is equivalent to the height of the "H" in the logo all the way around.
Secondary Logo
12 mm.
The horizontal lockup represents the secondary logo. This logo in Montego Green should be used in cases that the available space is better suited for this version.
Minimum size
THE Vacation haven brand guidelines
Bigger is better. The horizontal lockup should not be reproduced at a size smaller than 12mm in height.
The clear space is equivalent to the height of the "H" in the logo all the way around.
Brandmark
12 mm.
The brandmark represents the Vacation Haven brand in cases where featuring the full logo would be redundant, or in cases where the space provided is too small for the text to be legible.
Minimum size
THE Vacation haven brand guidelines
Bigger is better. The brandmark should not be reproduced at a size smaller than 12mm in height.
The clear space is equivalent to 1/2 the height of the wing.
Brandmark, Simplified
12 mm.
The simplified brandmark can be used interchangeably with the brandmark.
Minimum size
THE Vacation haven brand guidelines
Bigger is better. The simplified brandmark should not be reproduced at a size smaller than 12mm in height.
The clear space is equivalent to 1/2 the height of the wing.
Logo Usage Examples
The logos are to be used in promotional materials, print collateral, website branding, social posts, and on-site provisional items.
THE Vacation haven brand guidelines
Logo Incorrect Usage
The logos should not be rotated, stretched, or shrunken. The text should not be manipulated, nor should the font be altered. The logos may be used in any of the brand colors, black, white, or metallic colors.
THE Vacation haven brand guidelines
Iconography
Our team designed 27 icons for The Vacation Haven's website. Each icon represents an amenity or a website feature.
THE Vacation haven brand guidelines
Photography
The photography surrounding The Vacation Haven should meet the following parameters. Photos of the property should be taken in ideal weather conditions during peak season for the surrounding flora. Any stock photography used to supplement the property photos should represent the brand voice's three pillars: luxurious, comfortable, and chic.
THE Vacation haven brand guidelines
The Vacation Haven is committed to providing each and every guest with a uniquely chic travel experience. Our commitment is illustrated through every aspect of the brand, from the visual representation online to the interactions between guests and staff on our property. We create a consistently luxurious experience that leaves our guests desiring to experience this once-in-a-lifetime vacation destination again and again.
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Transcript
Brand Guidelines
Contents
02
03
01
The Ask
Brand Voice
Typography
05
06
04
Identity System
Logos
Color Palette
THE Vacation haven brand guidelines
08
09
07
Iconography
Photography
Logo Usage
The Ask
RDG was asked to assist in crafting a digital strategy to bring awareness to The Vacation Haven's flagship location in Montego Bay, Jamaica. Following market research, we created a logo, brand identity and video that perfectly captures the company's essence.
THE Vacation haven brand guidelines
Brand Voice
The Vacation Haven represents the intersection of luxury and comfort. The resort is in a private gated community, adjacent to the beautiful White Witch Golf Course and only 10 minutes away from the Montego Bay Airport. The extensive amenities, including concierge service, a personal chef, a cleaning service, and a driver, allow guests to venture off the property as often or as little as they prefer. Our goal was to provide a brand voice that reflected these principles in order to appeal to potential guests looking for a once-in-a-lifetime vacation experience.
Luxurious, Comfortable, Chic
THE Vacation haven brand guidelines
Typography
The Vacation Haven utlizes the IvyJournal font family in its logo. IvyJournal, designed by Jan Maack from Ivy Foundry, embodies The Vacation Haven's brand voice. It's sophisticated, with the classic features of a traditional serif typeface, but it boasts an elegance and cleverness of a brand new experience.
IvyJournal
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
THE Vacation haven brand guidelines
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Color Palette
Caribe Verde
Montego Green
Montego Teal
The Vacation Haven's color palette is comprised of six colors: one primary, three secondary, and two tertiary. All six colors can stand alone or together in any combination.
THE Vacation haven brand guidelines
Molten Coral
Sea Glass
Sand
Identity System
Vertical Logo
When guests stay with The Vacation Haven, we encourage them to enjoy themselves to the fullest and make the most of their stay. The property feels opulent, yet cozy, a getaway guests want to return to year after year. The logo aims to capture these feelings of blissful extravagance.
Horizontal Logo
THE Vacation haven brand guidelines
Brandmark
Brandmark, Simplified
Logos
The Vacation Haven's Identity System is comprised of four graphics: the vertical logo, the horizontal logo, the icon, and the icon, simplified. Each of these four has its own purpose and set of usage guidelines, and the presence of any of the four signifies The Vacation Haven. Hover over each logo to see its use in context.
Vacation haven brand guidelines
Logo Breakdown
The swallow-tailed hummingbird, featured on all of the logos in the Identity System, plays an integral role in this brand’s identity as it is the National Bird of Jamaica. It stands as a symbol of light and joy. The logo exudes an easy luxury. The soft corners and gentle, sloping angles combine with the classic typeface and the breezy movement of the hummingbird for the desired effect.
THE Vacation haven brand guidelines
Primary Logo
19 mm.
The vertical lockup represents the primary logo. This logo in Montego Green should be used as the default representation of the company.
Minimum size
THE Vacation haven brand guidelines
Bigger is better. The vertical lockup should not be reproduced at a size smaller than 19mm in height.
The clear space is equivalent to the height of the "H" in the logo all the way around.
Secondary Logo
12 mm.
The horizontal lockup represents the secondary logo. This logo in Montego Green should be used in cases that the available space is better suited for this version.
Minimum size
THE Vacation haven brand guidelines
Bigger is better. The horizontal lockup should not be reproduced at a size smaller than 12mm in height.
The clear space is equivalent to the height of the "H" in the logo all the way around.
Brandmark
12 mm.
The brandmark represents the Vacation Haven brand in cases where featuring the full logo would be redundant, or in cases where the space provided is too small for the text to be legible.
Minimum size
THE Vacation haven brand guidelines
Bigger is better. The brandmark should not be reproduced at a size smaller than 12mm in height.
The clear space is equivalent to 1/2 the height of the wing.
Brandmark, Simplified
12 mm.
The simplified brandmark can be used interchangeably with the brandmark.
Minimum size
THE Vacation haven brand guidelines
Bigger is better. The simplified brandmark should not be reproduced at a size smaller than 12mm in height.
The clear space is equivalent to 1/2 the height of the wing.
Logo Usage Examples
The logos are to be used in promotional materials, print collateral, website branding, social posts, and on-site provisional items.
THE Vacation haven brand guidelines
Logo Incorrect Usage
The logos should not be rotated, stretched, or shrunken. The text should not be manipulated, nor should the font be altered. The logos may be used in any of the brand colors, black, white, or metallic colors.
THE Vacation haven brand guidelines
Iconography
Our team designed 27 icons for The Vacation Haven's website. Each icon represents an amenity or a website feature.
THE Vacation haven brand guidelines
Photography
The photography surrounding The Vacation Haven should meet the following parameters. Photos of the property should be taken in ideal weather conditions during peak season for the surrounding flora. Any stock photography used to supplement the property photos should represent the brand voice's three pillars: luxurious, comfortable, and chic.
THE Vacation haven brand guidelines
The Vacation Haven is committed to providing each and every guest with a uniquely chic travel experience. Our commitment is illustrated through every aspect of the brand, from the visual representation online to the interactions between guests and staff on our property. We create a consistently luxurious experience that leaves our guests desiring to experience this once-in-a-lifetime vacation destination again and again.
Lorem ipsum dolor