Page 1

2013 I D E N T I T Y S TA N DA R D S GUIDELINES


ABOUT

LOGO

HI S TO RY

007

BR AN D VO IC E

008

OL D LO G O

013

PRIMARY LO G O S E CO N DARY LO G O

014 018

LO C K U P & C L E AR ZO N E

020

MIN IM U M S IZE

022

GR AYS C AL E LO G O M IS U S E S

BR AND ELEMENTS

024 026 030

PRIMARY T YP E FAC E S E CO N DARY T YP E FAC E

032 034

PRIMARY CO LO R S E CO N DARY CO LO R

035

PAT T E RN

036

I MAG E T RE ATM E N T

038


CONTENT S

STATIONERY

APPLIC ATION

BU S IN E S S C ARD

042

L E T T E RH E AD

044

EN E V E LO P E

046

UN IF O RM

050

WEB

052

APP

054

KEY C ARD

056

D O N OT D IS T U RB

ENVIRONMENTAL

INFORMATION

058

PAC K AG IN G

060

I N S TAL L AT IO N

064

EX T E RIO R

066

CO N C IE RG E

067

CO N TAC T

071


04


A B OUT


About

History

06


H I S TO RY

TH E 50’S I N L A S V EGA S

In the 50’s, when Stardust was about to build, people were curious about experimenting nuclear, developing the space rocket and moon landing. Lots of pop culture were influenced by the theme future world, such as “The Jetsons”, Tron, 2001:a space odyssey. In 1951, the US Department of Energy established the Nevada Proving Ground (now known as the Nevada Test Site) 65 miles northwest of the city for the testing of nuclear devices. Many people visited Las Vegas strip and stayed in Fremont street hotels to see mushroom clouds from the nuclear tests. Tony Cornero, the founder of Stardust, got the idea to build the largest hotel in the world themed after outer space from the nuclear test in Nevada.

AND.... TH E STA RDUST

The Stardust Resort and Casino was a casino resort located on 63 acres (25 ha) along the Las Vegas Strip in Winchester, Nevada. The Stardust opened in 1958, themed after star and planet, although most of the modern casino complex--including its main 32-story tower--was built in 1991. It was demolished on March 13, 2007, a short lifetime even by Las Vegas standards, where casinos are torn down and rebuilt on a regular basis. The Stardust officially closed at 12:00 p.m. (Pacific Time) on November 1, 2006 after operating continuously for 48 years. It was imploded on March 13, 2007, around 2:33 A.M. In 2007, construction began on Echelon Place, which was planned to replace The Stardust Construction on the Echelon development was suspended in 2008.


ABOUT

08

BRA N D V OI CE BRA N D PR OM I SE

“THE STARDUST HOTEL TAKES YOU TO A NOSTALGIC, RETRO-FUTURE FANTASY.”


RE TRO 50’S

N OS TA LGI C, OL D FA S H IO N E D, T R AD IT IO N AL

FUTURISTIC

S OPHI S T I C AT ED, D E V E LO PM E N TAL , M IN IMAL

COUNTERFAC TUAL UN R EA L I S T I C, FA N TA S T IC AL, ILLU S IO N


LOGO


012


LO G O OLD LO G O


014

THE NEW LOGO IS AN INTERPRETATION OF THE LETTER “S” AND “D” ORBITTING IN SPACE. IT REPRESENTS THE RETRO FUTURISTIC THEME AND THE COUNTERFACTUAL EXPERIENCE OF THE STARDUST.


LO G O N E W LO G O P R E F E R E D


LO G O PRIMA RY LOG O MA R K

016


LO G O PR I MA RY LO G O A LT E R NAT IV E

‘Las Vegas’ can be added on the prefered logo when it needs to describe the location. It cannot be used on applications which is already indicating the address. ‘Hotel & Casino’ can be added when the logo needs more information about the brand.

ALTERNAT IVE 1-A Used with location

ALTERNAT IVE 1 - B Used with more information

|


LO G O SECO N DA RY LO G O MA R K

Secondary logo mark can be used when modernity is needable. It can also applied as a pattern with 10% opacity.

018


LO G O S E CO N DA RY LO G O

To avoid the confliction, the logo should be presented without the logo mark. Only the text can be used when the logo mark is already used in the application.

PR E F E R E D

O N LY T E X T


LO G O

020

LO CK U P & CL E A R ZO N E

These lock-ups show the consistent nature of the logotype layouts. The blue area indicates the clear or negative space to be left without content.

CLEAR ZONE

Logo Logo Mark Mark + + Logotype Logotype

Primary Primary Logo Logo with with Logotype Logotype

Secon Secon

PREFERED LO G O

2x 2x

7x

5x 5x

2x 2x

2x 2x

xx

x

xx

5x 5x

2x 2x

5x 5x

2x 2x

ALTERNATIVE 1 -A

2x 2x

7x

5x 5x

2x 2x

2x 2x

xx

LAS VEGAS

5x 5x

xx

2x 2x

xx 2 2

x

5x 5x

2x 2x

2x 2x

5x 5x

2x 2x

2x 2x

xx

xx

5x 5x

H HO O TT EE LL & & C CA A SS II N NO O

||

LL A A SS V V EE G GA A SS

x 3x 3

2x 2x

5x 5x


x

5x

2x

2x

2x

5x

2x

x

LAS VEGAS 5x

x 2

x

2x

ALTERNATIVE 1 - B

2x

7x

2x

5x

2x

x

HOTEL & CASINO

Secondary Logo with Logotype

2x

7x

x

5x

|

LAS VEGAS

x 3

2x

S ECO NDARY LO GO 2x

x

x

5x

2x 2x

x

x

5x

x

2x

2x

LAS VEGAS x

2x

5x

2x 2x

x

LAS VEGAS

x 2

5x

x

2x

x 2


LO G O

022

M INI M U M S I Z E

These are the smallest sizes the mark and logotype can be used.

PREFERED LO G O 0.5”

ALTERNATIVE 1 -A

0.75”

ALTERNATIVE 1- B

1” |


S ECONDARY LO GO

1”

O NLY T E X T 0.3”


LO G O

024

GRAYS CA LE RE VE R S E D

Grayscale version is used to seperate the logo mark and type.

CO LO R 100% BLACK 40% BLACK or SILVER

|

SE CO NDARY LO G O ONLY USE IN 40% BLACK or SILVER


Logotypes can be used in complete white on a black surface.

CO LO R 100% BLACK

100% WHITE (paper)

|


LO G O

026

LO GO M I S U S E S

Here are common examples of logo misuses. The new identity must be used appropriately within the standard manual.

DO N’ T DO THIS Do not change color 1 Do not modify the logomark Do not change typeface Do not track logotype Do not use background color Do not use outline Do not reposition the mark Do not place on pattern

2 3 4 5 6 7 8

1

2

5

6


3

4

7

8


B R A ND ELEM E NT S


BRAND ELEMENTS PRIMA RY T YP E FAC E

RE TRO -F U T U R I S T I C visions are refurbished and updated for the present, and offer a nostalgic, counterfactual image of what the future might have been, but is not.

030


Seebad LT Std reflects the fantastical mood of the brand. It can be only used for the logo typeface with regular weight.

Seeb ad LT S t d R E GU L AR 24 pt

ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 56 7 8 90 ~ !@ #$% ^&*() _+


BRAND ELEMENTS

032

SECO N DA RY T Y P E FAC E

Unlike primary typeface, secondary typeface is more legible to read and it is used for the rest of the applications. Myriad Pro has a broad range of family : Regular is used for body copy, and Semi bold is usually used for title.

M y r i ad Pro REG UL AR 18 pt

CO NDENS ED 18 pt

S EM IBO LD 18 pt

ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ~ ! @# $ %^ & *()_ + ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~! @ # $ % ^ &* ( ) _ + ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ~ ! @ # $% ^ & * ( ) _ +


THE HOTEL STARDUST takes you to a,

NOSTALGIC

RETRO-FUTURE

F A N T A S Y. Myriad Pro family has wide range of weights. It can be used for all of the Stardust Id systems. The Regular should be used for the body text, and the other weights for title of sub-title.


BRAND ELEMENTS

034

PRIMA RY COLO R

The color palette of the brand Stardust, are selected from an American science fiction film “Tron” (1982).

I NS P I R AT I O N

Primary color is used for the logo, pattern, and stationery. The grey color can be replaced by silver color.

S D B LU E PANTONE 2746 UP C:83 M:74 Y:0 K:0 R:70 G:87 B:167 #4657A6

S D S I LV ER PANTONE P 179-6 U C:0 M:0 Y:0 K:40 R:167 G:169 B:172 #A7A9AB


BRAND ELEMENTS S E CO N DA RY CO LO R FOR SC R E E N O N LY

S D PURPL E PANTONE P 98-16 U C:84 M:100 Y:0 K:60 R:39 G:0 B:75 #27004B

S D D E E P BLUE PANTONE P 100-8 U C:100 M:94 Y:0 K:23 R:31 G:43 B:123 #1E2A7B

S D SK YBLUE PANTONE P 109-13 U C:64 M:22 Y:0 K:8 R:76 G:152 B:203 #4B98CB

FO R SCR E E N O NLY S D N EO N G RE E N

R:139 G:255 B:0 #8BFF00


BRAND ELEMENTS PAT TE R N S

Patterns are used to enrich both analog and digital environment. The color of the dots should be applied by using blending mode to create colors from deep blue to light blue. They can be applied either on white background or on dark image.

036


BRAND ELEMENTS IMAG E TR E ATME N T

Treat the images by following the steps below :

1 Original image 2 Grayscale color mode 3 Bitmap > Halftone screen 4 Gradient map > Black 40% + White

12 34

038


Images for the Stardust should be treated as below and printed on silver paper.


S TATION ERY


S TAT I O N E RY

042

BU SI NE S S CA R D

The Stardust hotel business card displays the secondary logo mark on the back side. On the front side, the logotype is displayed with informations.

DIM ENS IO N 3.5” x 2” T YPO G R APHY Myriad Pro Semibold, 7pt Myriad Pro Semibold, 6pt Myriad Pro Bold, 7pt

PAPER S TO CK 137 lb Cover Shine Silver by Reichpaper

CO LO R PANTONE P 100-8 U C:100 M:97 Y:21 K:8 PANTONE P 179-12 U K=75


2 in

0.37 in 0.23 in 0.37 in

0.75 in

Silver paper

0.37 in


S TAT I O N E RY

044

LE T T E R H E A D

The Stardust Hotel letterhead displays the logotype on a silver bar, and information on white paper. In the backgroud, the secondary logo mark is used in 10% transparency and the primary logo mark is displayed on the bottom right side. A pattern covers the entire back side of the letterhead.

DIM ENS IO N LETTER 8.5� x 11�

T YPO G R APHY Myriad Pro Regular 8pt PAPER S TO CK Mohawk Superfine Smooth 24lb

Back


2.4 in 1.875 in

1.875 in

Silver paper 1.25 in

0.25 in

1.5 in

T 702 732 6111

W W W.STA RDUST.COM

29 June 2013

Gloria Kondrup 950 S. Raymond Ave. Pasadena, CA 91105 Dear Ms. Kondrup

Back

The Stardust Resort and Casino was a casino resort located on 63 acres (25 ha) along the Las Vegas Strip in Winchester, Nevada. The Stardust opened in 1958, although most of the modern casino complex—including its main 32-story tower—was built in 1991. It was demolished on March 13, 2007, a short lifetime even by Las Vegas standards, where casinos are torn down and rebuilt on a regular basis. The Stardust officially closed at 12:00 p.m. (Pacific Time) on November 1, 2006 after operating continuously for 48 years. It was imploded on March 13, 2007, around 2:33 A.M. In 2007, construction began on Echelon Place, which was planned to replace The Stardust. Construction on the Echelon development was suspended in 2008. The famed Stardust sign became a symbol of Las Vegas. Young Electric Sign Company was hired to fabricate the sign. Kermit Wayne's design was selected for both the façade and the roadside signs. Although Moe Dalitz, who took over from original developer Tony Cornero upon his death, said it was from his original plans, the sign was really part of Cornero's original concept. The Stardust sign gave visitors a panoramic view of the solar system. At the sign's center sat a 16-foot (4.9 m) diameter plastic model of the Earth. Cosmic rays of neon and electric light bulbs beamed from behind the model earth in all direction. Three-dimensional acrylic glass planets spun alongside 20 scintillating neon starbursts. Across the universe was a jagged galaxy of electric lettering spelling out "Stardust". The sign utilized 7,100 ft (2,200 m) of neon tubing with over 11,000 bulbs along its 216 ft (66 m) front. The "S" alone contained 975 lamps. At night the neon constellation was reportedly visible 60 miles (97 km) away. Best regards, Siyun Oh General Manager

0.35 in

Front

3000 SOUTH LA S VEG A S B LVD LAS VEG AS NV 89109 US

1.30 in


S TAT I O N E RY

046

ENVE LOP E

The Stardust hotel envelope displays the logotype as the business card and the letterhead. The primary logo mark is applied on the back of the flap and a pattern covers the inside of the envelope.

DIM ENS IO N #10 : 4.125� x 9.5� PAPER S TO CK 92 lb Cover Shine Silver by Reichpaper


2.5 in

2.3 in

0.25 in

1.25 in

0.45 in

0.25 in 0.45 in

0.45 in


A P P LIC ATIO NS


A P P L I C AT I O N S

050

EMP LOYE E U N I F O R M

M ALE


FEMAL E


A P P L I C AT I O N S

052

WEBS I TE

The landing page has a simple navigation. The secondary logo mark is slowly orbiting into a space background and when user mouseover the dot, the silver dot change into neon-green color by showing the menu. To go back to the landing page user just need to click the logotype S TARDU S T on the left-top side.

RESO LUTIO N 1280 X 800

L ANDING PAG E Each dot represent 9 different menus: Room&Suites Dinning&Bar Shopping Pool&Spa Casino Shows Meeting About Contact Us


BO O K A R O O M PAGE

PERSO NAL INFO R MAT IO N

DINING & B AR PAGE


A P P L I C AT I O N S

054

A PP

ICO N iOS 7 - 1024 Retina

L ANDING PAG E

C H OOS E THE DATE PAG E


BO O K A R O O M PAGE


A P P L I C AT I O N S

056

R O OM K E Y CAR D

The key card display the secondary logo on the front and introduce how to use the key on the back side.

DIM ENS IO N 3.370” × 2.125 “

1 Insert card into slo

and remove it quic

2 When green light a

depress lever and

1 Insert card into slot

and remove it quickly.

2 When green light appears,

depress lever and open door.

MAKE UP ROOM

DO NOT DIS


A P P L I C AT I O N S

058

DO N OT DI S TU R B & MA K E U P R O O M

Do not disturb and Make up room are designed in two side and supposed to be inserted into lock. 1 Insert card into slot

and remove it quickly.

2 When green light appears,

depress lever and open door.

DIM ENS IO N 3.5” x 3.5 “

KE UP ROOM

1 Insert card into slot

and remove it quickly.

2 When green light appears,

depress lever and open door.

MAKE UP ROOM

DO NOT DISTURB

DO NOTUP DISTURB MAKE ROOM

DO NOT DISTURB


A P P L I C AT I O N S PAC K AGI N G

Packaging design for the Stardust Hotel includes shampoo, body wash and soap. The label should be applied on silver containers.

060


DIM E NSIO N 5” x 3 “


ENVIR ONM ENTAL


E N V I R O N M E N TA L INSTA LLATI ON

064


INS TALL AT IO N A motion piece will be projected on screen at the swimming pool


E N V I R O N M E N TA L

066

EX T E R I OR

ENTR ANCE


CONC IE R GE


CONTAC T

ID SYSTEM | SUM13 A R T C E N T E R CO L L E G E O F D E S I G N

OHS I S IYUN OH GRAPHIC DESIGNER

LOS ANGELES, CALIFORNIA

T 626 864 0030 O H S I B E B E @ G M A I L . CO M


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