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.
TM
TM
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
TM
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