LOGO GUIDELINE

CONTENTS
THE SPA at Condado Vanderbilt
Introduction ..
The Brand
The Logo Design .
The Logo Usage
Color Scheme
Typography

June 2015

1.0
2.0
3.0
3.1
4.0
5.0

1.0

INTRODUCTION
Overview
The purpose of these guidelines is to explain the use of the new brand style and to
reinforce consistent application of the visual elements in all communications. This
includes publications, presentations, and all other marketing materials both
online and oine. Guidelines on the use of the logo are included.
Your identity
Your corporate identity is the face and personality presented to the global
community. Its as important as the products and services you provide. Your
identity is the total eect of your logos, products, brand names, trademarks,
advertising, brochures, and presentations everything that represents you.
Because the brand cannot be compromised, weve created this guide to provide all
the pertinent specications you need to maintain its integrity. The guidelines set
in this document are not meant to inhibit, but to improve the creative process. By
following these guidelines, the materials you create will represent your company
cohesively to the outside world.

INTRODUCTION

BRAND-IDENTITY GUIDELINE / 2015

2.0

THE SPA
A timeless place a retreat where you can indulge your spirit and being the
epitome of awareness to savor the art of living well
Reecting a new spirit in relaxation, The Spa at Condado Vanderbilt Hotel oers
the generosity of time, with experiences that bring powerful results through our
unique methods, distinguished treatments and our exclusively selected, high
performing products.
With your best experience in mind, we invite you to share with us your
preferences in treatments and how you wish to enjoy the fresh sensations of life in
the most exquisite Spa in Puerto Rico.

BRAND NAME

BRAND-IDENTITY GUIDELINE / 2015

3.0

THE LOGO DESIGN

The company logo is an important and valued graphic element and must be used
consistently and appropriately, even minor variations will undermine and
compromise the image of the branding.

THE LOGO DESIGN

BRAND-IDENTITY GUIDELINE / 2015

LOGO DESIGN ORIGIN

THE LOGO DESIGN

BRAND-IDENTITY GUIDELINE / 2015

ALTERNATIVE COLORS

THE LOGO DESIGN

BRAND-IDENTITY GUIDELINE / 2015

3.0

THE LOGO USAGE

Always use master artwork when reproducing any logo design. It should never be
recreated under any circumstances. Always ensure you are using the correct
artwork for the application.
When reproducing any logo elements, only the original high resolution or vector
graphic les shall be used - logos should not be taken from this document.

LOGO USAGE

BRAND-IDENTITY GUIDELINE / 2015

EXCLUSION ZONE

Make sure that text or other design

elements do not encroach upon the
logo.
The marked space should always be
given to let the logo breathe, free
from distraction.

LOGO USAGE

BRAND-IDENTITY GUIDELINE / 2015

MINIMUM REPRODUCTION SIZE

1.5
2

LOGO USAGE

In the primary logo format a

minimum size must be adhered to so
that legibilty is retained.
In exceptional circumstances where
space is below the recommended size,
adjustments may have to be made to
balance the shape and visibility.

BRAND-IDENTITY GUIDELINE / 2015

WRONG USE

Wrong
The logo has become distorted from its
designed aspect ratio, therefore stretching or
squshing the shape and text.
If the space is restrictive, the scale of the logo
(not the dimensions) must be adjusted to t.

Correct
The logos shape is consistent with the initial
design, retaining balance and legibility.

LOGO USAGE

BRAND-IDENTITY GUIDELINE / 2015

Wrong
The backdrop for the logos placement is
too similar to the primary colour - it lacks
visibilty and contrast.
To x this problem, you can either select a
contrasting base colour, or switch to one
of the secondary colours assigned to the
logo.

Correct
The logo is clear and visible, set in
primary colours onto a backdrop which
shows contrast.
Although the backdrop is not white, the
colours have been adjusted accordingly to
work with the design.

THE LOGO USAGE

BRAND-IDENTITY GUIDELINE / 2015

Wrong
Important elements within the logo have
been distorted, enlarged or shrunk,
aecting the balance and design.
A consistent layout is essential across all
media, and by changing key elements it
will introduce confusion into the brand.

Correct
The logo has been used in the fashion it
was designed. A consistency has been
achieved in how it is seen.

THE LOGO USAGE

BRAND-IDENTITY GUIDELINE / 2015

Wrong
A colour outside of the selected brand
colour scheme has been used. This is not
recommended as it confuses the brand
image.
Replacing the font is a denate no-no. The
selected typeface should be used at all
times with the presentation of the logo.

THE LOGO USAGE

BRAND-IDENTITY GUIDELINE / 2015

4.0

COLOR SCHEME
Accurate reproduction of the brand colour scheme is essential in communicating
a clear and consistent message about the company image.
The Pantone color is 872C [Bronce] should be used wherever possible, with CMYK
or RGB being matched as closely as possible depending on the materials and
print process. Is recommended that the logo should be used in reverse, bronce
background with a white logo on top.
Black and white are acceptable as colours, when color reproduction is not
accepted, in addition to the colors within the assigned scheme.

COLOR SCHEME

BRAND-IDENTITY GUIDELINE / 2015

Logo Colors

Logo Content

Pantone Color

Pantone 872 C

CMYK

RGB

40.05 / 47.93 / 76.67 /17.04

141 / 115 / 74

Brand Colors

Text / Content Color

Background / Base Color 1

Base Color

COLOR SCHEME

Pantone Cool Gray 10 C

Pantone 872 C

White

61 / 53 / 48 / 19

100 / 100 / 105

40.05 / 47.93 / 76.67 /17.04

0/0/0/0

141 / 115 / 74

255 / 255 / 255

BRAND-IDENTITY GUIDELINE / 2015

Examples of how the primary logo deals with the alternative

colour backgrounds from the suggested scheme.

This also applies to the logos placement over a photographic

background, pattern, visual graphics or other media.

The only rules are that the colours do not clash and that
there is a level of contrast (or difference) between logo,
typography and its specified backdrop.

COLOR SCHEME

BRAND-IDENTITY GUIDELINE / 2015

5.0

TYPOGRAPHY
The primary typeface is LINUX LIBERTINE with a secondary BELL MT to
complement the primary. These have been carefully selected to best represent the
brand image, and must be used to retain consistency especially within the logo.
Replacing fonts with alternatives should not be done under any circumstances.

TYPOGRAPHY

BRAND-IDENTITY GUIDELINE / 2015

PRIMARY TYPEFACE

LINUX LIBERTINE
REGULAR + BOLD

abcdefghijklm
nopqrstuvwxyz
1234567890
TYPOGRAPHY

BRAND-IDENTITY GUIDELINE / 2015

SECUNDARY TYPEFACE

aQ
aQ
TYPOGRAPHY

BELL MT
REGULAR

ab cdefghijk l m nop qrst uv w xyz

A BCDEFGHI J K L M NOPQR ST U V W X YZ
123456789 0

BELL MT
BOLD

abcdefgh ijk l m nopqr st uv w x y z

A BCDE FGH I J K L M NOPQR ST U V W X YZ
1234 56789 0

BRAND-IDENTITY GUIDELINE / 2015

All the Brand Identity including this manual was developed by The Retail Engine a tradename of
Creative Marketplace LLC.
Toda el contenido de este manual, incluyendo el diseo de Imagen Corporativa. Fue realizado por
The Retail Engine y es propiedad absoluta de IHE. y no podr ser transmitido por ningn medio
sin el permiso apropiado del propietario.

CONTACT
ask@theretailengine.com
1-787-993-5863
www.theretailengine.com
@retailengine

BRAND-IDENTITY GUIDELINE / 2015