Visual Identity Standards 2013 Information and inquiries: University Relations [email protected]

Last updated January 9, 2014

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Visual Identity Standards 2013

18.0 Hotel Alma

18.01 Introduction

18.01 Introduction

One of the first full-service hotels in Canada to be located in the heart of a university campus, Hotel Alma features 96 rooms and suites, a bistro (Bistro Alma), and conference facilities for up to 125 attendees. It welcomes guests from the campus

18.02 Hotel Alma

community and beyond all year round.

18.03 Bistro Alma

Although it is owned and operated by the University of Calgary, Hotel Alma must compete in the retail marketplace against

18.04 Signage 18.05 Advertising

other major international hotel chains. It must communicate all of the elegance and sophistication of a chain hotel while avoiding the misconception that it is a university residence facility because it is located on campus. Its unique point of distinction can be viewed as a positive force or a negative one. As such, it requires a powerful visual identity that separates it somewhat from the university brand yet maintains that important connection. These standards show how the Hotel Alma identity leverages and respects its university ties yet stands alone as a strong and

18.06 Stationery

compelling presence in the competitive market for accommodations in and around Calgary.

18.07 Relationship to the university brand

Last updated January 9, 2014

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18.02 Hotel Alma standards Wordmark

Full-colour (preferred)

The Hotel Alma mark consists of the wordmark and University of Calgary subtext. Although there is a colour knockout variation, the full-colour on white should be used whenever possible. The greyscale version should be used for restricted colour outputs (e.g. greyscale, onecolour, two-colour etc.). The greyscale knockout

Full-colour knockout

version should be used when the mark is placed on a dark background in a limited-colour scenerio.

at The University of Calgary

Greyscale

Greyscale knockout

at The University of Calgary

Last updated January 9, 2014

4 Size restrictions and clear space The standard Hotel Alma mark should not

Minimum size of standard mark

be used at a size smaller than 2.5” across. 2.5”

The mark should be separated from other visual elements. The minimum size of the clear space around it is equal to the height or width of the “M” in "Alma", as the shape of the letterform is almost a perfect square.

Clear space

Last updated January 9, 2014

5 Unacceptable uses of mark The Hotel Alma mark should always remain in

Examples of unacceptable uses

fixed proportion. It should not be skewed, rotated or flipped. The colours of the mark should not be altered from the colour of the approved versions. Greyscale versions of the Hotel Alma mark should not be used in colour outputs. The mark should not be placed on a photograph or

Do not skew or distort the graphics.

Do not place over a textured or graphic background.

graphic that interferes with the mark’s clear space. The full-colour version of the mark not be placed on one of the colours found in the Hotel Alma mark, as it will result in an illegible mark. If you have any questions regarding the usage of the mark, please contact University Relations at [email protected]. Do not reconfigure the graphics.

Do not place over coloured backgrounds.

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Do not change the colours of the graphics.

Do not separate graphic elements.

Do not reverse graphics. Use the one-colour variations as provided (section 18.02).

Do not rotate the graphics.

Last updated January 9, 2014

6 Colour palette The colours used in the Hotel Alma mark

Colours in Hotel Alma mark

complement the colours found in the University of Calgary’s colour palette.

Pantone: PMS 123

Pantone: PMS 716

Pantone: PMS 485

Please note that the brown used in the full-colour

Process: C0 M21 Y88 K0

Process: C0 M55 Y90 K0

Process: C5 M98 Y100 K0

the brown used in the full-colour version.

RGB: R255 G206 B0

RGB: R246 G139 B51

RGB: R227 G39 B58

If converting the colours from Pantone to CMYK,

Hex: #ffce00

Hex: #f68b33

Hex: #e30c00

Pantone: PMS 7426

Pantone: PMS 477

Pantone: PMS 499

Process: C5 M98 Y40 K20

Process: C25 M75 Y74 K58

Process: C19 M74 Y58 K56

RGB: R187 G22 B84

RGB: R101 G45 B33

RGB: R110 G49 B48

Hex: #bb1654

Hex: #652d21

Hex: #6e3130

knockout version of the wordmark is different than

please use the conversions shown here.

Used in place of PMS 477 in colour KO version

Colours in University of Calgary logo RED

GOLD

BLACK

Process: C5 M98 Y100 K0

Process: C0 M18 Y100 K0

Process: C0 M0 Y0 K100

RGB: R227 G39 B38

RGB: R255 G210 B0

RGB: R35 G31 B32

Pantone: PMS 485

Pantone: PMS 116

Pantone: Black

Hex: #e30c00

Hex: #ffcc00

Hex: #000000

Last updated January 9, 2014

7 Typography The Hotel Alma wordmark is set in all uppercase Gotham Bold, while the University of Calgary subtext is set in all uppercase Gotham Medium. Do not attempt to change or recreate the fonts in the wordmark. For other type applications, please use Gotham in

Typefaces

the weights specified here. It is not necessary to use all uppercase when using the hotel name in

Gotham Book

body copy.

Hotel Alma Gotham Book Italic

Hotel Alma Gotham Medium

Hotel Alma Gotham Bold

Hotel Alma Gotham Black

Hotel Alma

Last updated January 9, 2014

8 Circle pattern A supporting graphic pattern has been developed

Multicolour

Monochromatic

for Hotel Alma. It was created by repeating the “O”

Four-colour process

PMS 123

in “Hotel” in different colours and sizes. There are several versions of the pattern available: a multicolour version and five monochromatic versions based on the colours found in the wordmark. If a pattern needs to be converted to CMYK colours, please refer to the colour palette

PMS 716

guides for the correct conversions. These patterns can be used throughout Hotel Alma branding applications. They can also be used in Bistro Alma applications. The colours of the pattern should not be altered.

PMS 485

However, the scale, cropping and orientation of the pattern can be altered to allow for customization and visual variety.

PMS 7426

PMS 477

Last updated January 9, 2014

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18.03 Bistro Alma Wordmark The Bistro Alma mark consists of the wordmark

Full-colour (preferred)

and University of Calgary subtext. As with the Hotel Alma mark, the full-colour on white variation of the Bistro Alma mark should be used whenever possible. The greyscale version should be used for restricted colour outputs (e.g. greyscale, one-colour, two-colour etc.). The greyscale knockout version should be used when the mark is placed on a dark background in a

Full-colour knockout

limited-colour scenerio. For size, clear space, orientation, colour and type restrictions, please use the guidelines set for the Hotel Alma mark (18.02).

at The University of Calgary

Greyscale

Greyscale knockout

at The University of Calgary

Last updated January 9, 2014

10 Unacceptable uses of Bistro Alma mark The Bistro Alma mark should always remain

Examples of unacceptable uses

in fixed proportion. It should not be skewed, rotated or flipped. The position of the subtext in relation to the Bistro Alma mark should not be changed. The colours of the mark should not be altered from the colour of the approved versions. Greyscale versions of the Bistro Alma mark should not be used in colour outputs.

Do not skew or distort the graphics.

Do not place over a textured or graphic background.

The mark should not be placed on a photograph or graphic that interferes with the mark’s clear space. The full-colour version of the mark not be placed on one of the colours found in the Bistro Alma mark, as it will result in an illegible mark. If you have any questions regarding the usage of the mark, please contact University Relations at

Do not reconfigure the graphics.

Do not place over coloured backgrounds.

[email protected].

BISTRO ALMA

BISTRO ALMA at The University of Calgary

Do not change the colours of the graphics.

Do not separate graphic elements.

Do not reverse graphics. Use the one-colour variations as provided (section 18.02).

Do not rotate the graphics.

Last updated January 9, 2014

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18.04 Signage For signage that will be placed within the

Marks for signage within Hotel Alma perimeters

Marks for signage outside of Hotel Alma perimeters

perimeter of the Hotel Alma facility, the wordmark can be used with or without the University of Calgary subtext. However, if signage is placed outside the perimeter, the wordmarks must be used in conjunction with the subtext.

Last updated January 9, 2014

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18.05 Advertising Layout guidelines

Sample Ad

Advertising can be created in a variety of sizes, however, the template should contain: • Either a monochromatic circle pattern or image as a background, which occupies 50-75% of the total ad space. • A headline in white, all-caps Gotham Black, which occupies 25-50% of the total ad space. • An area that contains the copy, the Hotel Alma wordmark (refer to 18.02 for size restrictions and clear space) and Hotel Alma’s contact information. The advertisement should be built in the colour

ALMA MAKES CALGARY FEEL LIKE HOME

mode specified by the publication. In most cases, this will be either CMYK or greyscale for print or RGB for web and digital. A comfortable retreat in a scenic campus setting. Enjoy an ergonomic in-room workspace, free Wi-Fi, complimentary breakfast, versatile meeting spaces and a lively bistro—all just minutes from downtown. 403.220.3203 [email protected] Toll Free: 1.877.498.3203 hotelalma.ca

Last updated January 9, 2014

13 Layout guidelines Background Circle pattern PMS 123

CALGARY PMS 716

CALGARY PMS 485

Image Use a subtle outer glow on type to increase contrast against the image

ALMA MAKES CALGARY FEEL LIKE HOME

Type with outer glow Mode: Multiply (black) Opacity: 60% Technique: Softer Size: 0.25 in Noise: 0% Spread: 6%

CALGARY PMS 7426

CALGARY PMS 477

CALGARY

ALMA MAKES CALGARY FEEL LIKE HOME

Type without outer glow

Last updated January 9, 2014

14 Layout guidelines Spatial Relationships Background or image occupies 50-75% of total ad space

Sample ad

ALMA MAKES CALGARY FEEL LIKE HOME A comfortable retreat in a scenic campus setting. Enjoy an ergonomic in-room workspace, free Wi-Fi, complimentary breakfast, versatile meeting spaces and a lively bistro—all just minutes from downtown. 403.220.3203 [email protected] Toll Free: 1.877.498.3203 hotelalma.ca

Headline occupies 25-50% of total ad space

Last updated January 9, 2014

15 Billboards Advertising can be simpler and should contain:

Sample billboard

• Either a monochromatic circle pattern or image as a background. • A headline in white, all-caps Gotham Black, which occupies 25-50% of the total ad space. • The Hotel Alma wordmark and website.

Last updated January 9, 2014

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18.06 Stationery Hotel Alma stationery (business cards, letterhead

Business card (front and back)

and envelopes) must be produced by the designated printer Project Imagine (Xerox) on campus, which has overall responsibility for consistent application of the standards established for official Hotel Alma

Rhonda Stevens

RHONDA STEVENS FRONT DESK MANAGER

Front Desk Manager

stationery. Visit imagine.ucalgary.ca/printing. TM

The standard size letterhead is 8.5” x 11”. Envelopes are available in the standard #10 size.

AT THE U N IVE R S ITY O F CALG ARY

169 University Gate NW 169 UNIVERSITY GATE NW Calgary, AB CALGARY, ALBERTA, CANADA T2N T2N 1N4 1N4 | CANADA T +1.403.220.3202 F 403.220.6760 800.220.3202 T 403.220.3202 F 403.220.6760

E [email protected] hotelalma.ca E [email protected] W HOTELALMA.CA

Hotel Alma is owned and operated by the University of Calgary.

Last updated January 9, 2014

Letterhead

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Envelope

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AT THE U N I VE R S I TY O F C ALG A RY

169 University Gate NW | Calgary, AB T2N 1N4 | CANADA 403.220.3203 | [email protected] | hotelalma.ca

TM

AT THE UNI VERSI TY OF C ALGARY

169 University Gate NW | Calgary, AB T2N 1N4 | CANADA | 403.220.3203 | [email protected] | hotelalma.ca

Last updated January 9, 2014

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18.07 Relationship to the university brand Hotel Alma is a strong brand-building asset for the

Business card

University of Calgary. While the retail imperative dictates that the Hotel Alma brand takes centre stage, the university brand should be showcased

Rhonda Stevens

RHONDA STEVENS FRONT DESK MANAGER

in a secondary position.

Front Desk Manager

TM

On business cards (because hotel workers are university employees), the relationship is clarified

AT THE UNIVERSITY OF CALGARY

on the reverse of the card. On the web, the logo

169 University Gate NW 169 UNIVERSITY GATE NW CALGARY, ALBERTA, Calgary, CANADA AB T2N T2N 1N4 1N4 | CANADA

should appear in the footer.

T +1.403.220.3202 F 403.220.6760 800.220.3202 T 403.220.3202 F 403.220.6760 E [email protected] hotelalma.ca E [email protected] W HOTELALMA.CA

Hotel Alma is owned and operated by the University of Calgary.

Website

TM

AT THE U N I V E R S I TY O F C ALGA RY

Hotel Alma is owned and operated by the University of Calgary.

Hotel Alma is owned and operated by the University of Calgary.

Last updated January 9, 2014