Brand Manual

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All material presented in this style guide is property of the ORCHARD GARDEN HOTEL. Logo, type, colors, graphic elements, applications, and all other materials pertaining to the corporate identity of the ORCHARD GARDEN HOTEL are listed within this style guide. Guidelines and rules of how elements should be used must be followed at all times. This manual is designed to help implements the proper usage of the ORCHARD GARDEN HOTEL logo and elements so as to establish a cohesive company image.

Introduction

THE HISTORY

The Orchard Garden Hotel is a “boutique, ecological, green” hotel in San Francisco, CA that is sett ing the pace when it comes to green travel and the hospitality industry.

The Orchard Garden Hotel is one of California’s fi rst hotels built to the LEED (Leadership in Energy & Environmental Design) Green Building Rating System. The Orchard Garden Hotel is located in the heart of San Francisco, close to Union Square which att racts thousands of visitors each month. The proximity to the Financial District, the Chinatown gates and the legendary cable cars making it a great tourist destination even for those unaware of the “green” benefi ts.

The hotel houses ten fl oors with 86 deluxe guest rooms, rooftop garden, and restaurant. The Orchard Garden Hotel uses green products such as chemical-free cleaning products, a 100% tobacco free, recycled paper, and soy-based inks and the new guest room key card energy control system.

The Orchard’s main market is concentrated on the “green” Eco traveler and the business person who love the feel of a boutique hotel and are aware of the footprint they leave behind. The hotel started when its founder, Mrs. S.C. Huang, decided to build a sister hotel to the other one she build in 2000 down the street of the Orchard Garden Hotel on Bush Street in June.

Mrs. Huang partnered with Stefan Huhle, the general manager for both properties, and the Architecture International and Swinerton Builders, to create the “green” hotel that is now the Orchard Garden Hotel.

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Logo

Lock-Ups

Typography

Color Palate

Editorial

Applications

Table of Contents

6-8

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10

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13-16

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Logo

OVERVIEW

The Orchard Garden Hotel logo was made to illustrate the simplicity of design but also keeping in mind the professional aspects of the property. The logo is made to represent the professional sleekness of the hotel but also keeping in mind its eco green roots.

The natural feel of the hotel is brought into the logo with the leaf that has been incorporated into the character “O”. The “O“, with the leaf, is to signify the connection of the hotel to the earth and the mission to be ecological conscious.

The logo to the left is a trademark of the Orchard Garden Hotel is to be used in any and all materials relating to the Hotel. It can be used in all application purposes. The logo should be always be used with all its elements and the correct type; which is Trajan Pro.

Filename: OrchardGardenHotel.ai

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Logo

ELEMENTS

These elements of the logo should be used to maintain the image and feel of the Orchard Garden Hotel. They should not be altered in any form and should remain uniform in all applications. The logo may not change shape, direction, degree of rotation, length of stem, relationship between type and image, and color usage.

A: leaf with an “O” must be used with the rest of the logo in all appearances and uses. If need be, one can use the leaf (B) to stand alone in the branding of the hotel. The leaf and the “O“ must be intertwined where the stroke of the “O“ turns into the stem of the leaf.

B: Main leaf that is used in all applications and branding material. Leaf must always stay consistent in shape, rotation, and color. Color for the leaf is PMS 362 and can not be changed. Reverse out is acceptable on a solid background color. Opacity may be dropped.

(A)

(B)Filename: OGHleaf.ai

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Logo

WHAT TO STAY AWAY FROM

These layouts of the logo should not be used in any way, shape or form. They contradict what the image of the hotel and the proper use of the logo.

The element of the main “O“ with the leaf should always be used with the logo and should never be bigger or smaller then how it is shown on the main logo.

The type of the logo must stay as Trajan Pro.

A: The name of the logo must be stacked on top of each other and not in a single line.

B: Logo should not be reversed out or on any other color as to change the black of the main type of the logo.

C: Type in logo should always be centered and can not be fl ushed to the right or to the left.

D: Logo opacity must always stay at 100% and should never be lowered.

E: The logo can not be rotated of screwed in any shape, way or form. It can not be refl ected vertically, horizontally or mirrored.

A

BC

ED

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Lock-Ups

CLEAR SPACE

A specifi c clear space around the Orchard Garden Hotel logo ensures the integrity and impact of the logo.

No other graphic elements can touch, overlap or be combined

with the Orchard Garden Hotel logo.

MINIMUM SIZE

Size minimums are specifi ed to ensure legibility in various media. The specifi cation shown (right) are appropriate for print and web. There may be situations where the logo will need to appear smaller than the minimum shown (e.g., lapel pins, pens, pencils). Please contact art director for further information.

Minimum size for print reproductionWidth of 1.75”

Minimum size for web reproduction77.873 pixels (w) x 45 pixels (h)

HOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELHOTELX = Half the height of the “O”

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Typography

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Trajan Pro Regular

Trajan Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

PRIMARY FONT

Trajan Pro is the main font used for the logo type and headlines. Trajan Pro brings in the classical feel of a serif with a clear reference to the old roman type set. Trajan Pro is all capitals.

Trojan Pro is used on the main type logo and also in the headlines. Trajan Pro can not be adjusted in anyway except for the adjusted “O“ in the main logo.

SECONDARY FONT

The font that should be used to supplement the main type is Palatino Linotype. This font is not used in the logo but it compliments the logo in all supplementary copy of the Orchard Garden Hotel.

Palatino Linotype is used as subheads and body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

Palatino Linotype Regular

Palatino Linotype Bold

Palatino Linotype Italic

Palatino Linotype Bold Italic

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PMS 362C:74 M:7 Y:100 K:0

PRIMARY COLORS

The primary color palett e consists of PMS 362 (green). Promoting PMS 362 as the dominant color for the Orchard Garden Hotel will reinforce the brand to the clientel and anything related to the property.

PMS 362 should be used for the leaf in the logo. The color should also be in all applications as either the primary and only color or as the accent color.

SECONDARY COLORS

These supporting colors were chosen to work along with the primary color. They were chosen to compliment with PMS 362 while not taking away from it or confusing the viewer

PMS 362 (dark green) and PMS 375 (light green) can both be used in applications and in highlighting the primary color.

PMS 7401 (beige) can be applied to use a more subtle color in applications and editorial material. PMS 7401 should be used in conjunction with the primary color.

COLORS

PMS 349C:100 M:0 Y:91 K:42

PMS 375C:41 M:0 Y:78 K:0

PMS 7401C:0 M:4 Y:18 K:0

Filename: OGHColors.ai

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Editorial

HEADLINES

Headlines for the Orchard Garden Hotel should be done in Trajan Pro whenever possible. If headline font confl icts with the logo then Palatino Linotype can be used.

Important words in Headlines in Trajan Pro are capitalized while the rest are lowercase. In Palatino Linotype it must be capitalized for a subhead or uppercase, lowercase for headlines.

BODY COPY & HEADLINES

Body copy must be set in Palatino Linotype. It must always be set at 10 point.

Headlines can be writt en in regular and bold. Headlines can be set at 12 points. They can also be set at 10 point when needed.

SLOGAN

The slogan used to help reinforce the image of the hotel. The slogan helps bring in the imagery of the new luxury that the Orchard Garden Hotel brings to mind.

Use in post cards and all promotional materials.

This is a HeadlineTHIS IS A HEADLINE

This is a Headline

Body copy must be writt en like this and must be at 10 pt. Palatino Linotype.

This Is A Headline

And This One Too

Rediscover Luxury!

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HOTEL

466 Bush Street San Francisco, CA 94108 Phone (415) 399 - 9807 | Fax (415) 393 - 9917 www.theorchardgardenhotel.com

Applications

STATIONARY SYSTEM

The stationary system is used to reinforce the image and branding of the Orchard Garden Hotel. It uses both fonts to help reinforce the uniformity of the applications.

STATIONARY (A)

This stationary is designed to bring to mind the over all image of the Orchard Garden Hotel. It brings the imagery of the hotel by bringing in the element of the leaf.

BUSINESS CARD (B)

The business card helps tie in the branding of the hotel. The main logo is used with the Palatino Linotype as body copy for all pertinent information.

The leaf is being used to reinforce the branding of the Orchard Garden Hotel.

#10 ENVELOPE (C)

The envelope applies the same graphic elements as the other applications in the stationary system HOTEL

466 Bush Street San Francisco, CA 94108

P: (415) 399 - 9807 F: (415) 393 - 9917

John DoeConcierge

www.theorchardgardenhotel.com

A

B

C

Filename: OGHStationary.indd

Filename: OGHBusinessCard.indd

Filename: OGHEnvelope.indd

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Applications

HOTEL TOILETRIES

These Orchard Garden Hotel Toiletries Set is made from biodegradable plastics that will not harm the environment.

They are water soluble shampoo and conditioner strips that dissolve when the guest uses them. They are made to help keep toxic chemicals from the water as well as reduce the amount of refreshing of the toiletries.

The lotion is made from organic products and leaves the skin fi lling smooth and healthy without any of the harsh chemicals in some of today’s lotion.

The bar of soap is also made from organic compounds and the paper wrapping is meant to dissolve in water.

HOTEL

OrganicConditioner

Strips

HOTELHOTEL

OrganicOrganicConditionerConditioner

StripsStrips

HOTEL

OrganicConditioner

Strips

HOTEL

OrganicLotion

HOTEL

OrganicShampoo

Strips

HOTEL

OrganicShampoo

Strips

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HOTELHOTEL

HOTELHOTEL

HOTELHOTEL

HOTELHOTEL

HOTEL

4.5 in

1 in

Package Exterior Shampoo Strip

4.125 in

ORGANICSHAMPOO

STRIPS

Colors

Materials (Packaging) Plastic with 1% EcoPure Plastic Additive. (Strip) Shampoo embeded in water soluble paper.

Pantone 361 C Pantone 7401 U

Applications

ORGANIC SHAMPOO STRIPS

These shampoo strips are designed to dissolve in water leaving the shampoo solution behind. They are 100% organic and feature packaging that is biodegradable.

The packaging is based on the leaf with the element brought back in as a reverse white cut out. The materials used for the packaging is plastic with 1% Ecopure plastic additive that starts dissolving in an organic rich environment.

The shampoo strip is designed to fi t into the packaging. Each unit carries around 50 strips and it can be refi lled. The Strips are made from water soluble paper with an organic shampoo solution embedded in them.

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HOTEL

12.5 in

17.5 in

Colors

MaterialsMade from recycled billboard vinyl/truck tarpaulins as the exterior. Plastic highlights from recycled bicycle tires.Straps from recycled car seat bealts.

Pantone 361 C

HOTEL

HOTEL

MESSENGER BAG

The messenger bag featured here is part of the Executive Eco Green package that the Orchard Garden Off ers.

The messenger bag is inspired by the main icon of the logo and brought into it to create the front fl ap that opens up. The messenger bag is made from 100% recycled materials including vinyl tarts, seat belts and old tires.

The color used for the messenger bag is PMS 361 and the rest of the messenger bag can be changed to best suit the client or the esthetics of the bag. The main logo is featured on the front of the bag and must always stay there.

Applications

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Disposable Card Holder (Biodegradable)

Sustainable Wood Key-Card (front)

Sustainable Wood Key-Card (back)

Applications

HOTEL KEY CARD

The hotel key card is made to have the guest remember that they are at a hotel that knows its green impact. The card is made out of a sustainable wood and is durable yet eff ective. The card is slightly shaped like a leaf.

The front of the card is made from the wood with the green leaf of the logo embedded into it. The shape of the card and the leaf help tie in the branding of the Orchard Garden Hotel.

The back of the card is made from the same material as the front. The back has a magnetic green strip that helps guests get into their room and also turns on or off the power and air inside the guests room. The logo is brought into the back to help reinforce the hotel.

The card holder is made of biodegradable paper and /or also water soluble paper. It has a leaf patt ern that gives the guest the feeling of staying in a very nature oriented hotel.