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STYLE GUIDE CONTENTS 7 9 15 17 23 26 36 38 40 44
Brand Essence Brand Values Brand Promise Brand Experience Brand Voice Logo Colors Typography Photography Icons
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We are a community of like-minded travelers who prefer a vacation where we are free to be ourselves without restriction; who prefer tanks to long sleeves; who know that life is better when your toes are in the sand. We are beach lovers. And we will do everything possible to share our passion with those who love the sun and the surf as much as we do.
BRAND ESSENCE a distillation of the brand positioning
For the love of the beach.
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BRAND VALUES our code of behavior – how we interact and operate as an organization
Irreverent. As a provider of vacations, we find ourselves in a world where our competitors fight to provide more destinations and broader reach. But we don’t want to live in their world. Let them have it. Because all we want is a beach.
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Fun. Beach locations are just more fun than the average destination. As a beach vacation provider, we are purveyors of fun. We make sure our fellow beach-lovers are having a good time, from the moment they start planning their trip to the flight back home when they start thinking about their next one.
Bold. Speedos and bikinis. Obnoxious floral shirts. Oversized margaritas. The beach has a tendency to bring out the bold in people, and we should operate the same way. We will never shy away from showing our passion for the beach.
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Genuine. The beach is a place where people feel free to let loose and be themselves, and we operate in the same manner. We encourage individuality, new ideas and alternative ways of thinking. Our approach in not scripted or formal; it’s true to who we are and what we love most.
Unifying. We are one in the same with those who book their vacations using our services. We are not like the others. We are unwilling to waiver in our passion. Because we are all in it for the love of the beach.
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BRAND PROMISE the promise we make to our customers is simple, we provide vacations that are:
Less money. Less worry. More beach.
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BRAND EXPERIENCES our product and service proof points that deliver against the brand promise
We own the beach. Beach lovers for beach lovers. Unlike other vacation providers, we don’t try to give you the world – just the beach. Because of our love for the beach, we know the best places to go and how to get the best deals. Whether online or on the phone, our customers will get exactly what they want because all we do is beach vacations.
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Less money. Beaches for the people. Cheap is smart. We are not about less quality, just better deals. People like to check out our packages because they are built to make saving on your vacation easier. No hidden resort fees or taxes at checkout, we provide all pricing up-front. Whether online or on the phone, our customers will get exactly what they want because all we do is beach vacations.
Less worry. Relax, we’re with you before, during and after your trip. Waste time on vacation, not planning one. Our beach lovers know the destinations and can find the place that’s right for you. With our price match guarantee, you don’t have to worry about finding better deals elsewhere. Our customer support hotline and in-destination representatives provide peace of mind during your entire trip. Whether online or on the phone, our customers will get exactly what they want because all we do is beach vacations.
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More beach. Let your beach flag fly. Learn more about the breaches of the Caribbean and Mexico from the personal insights and experiences of our staff. As a member of the ALG family, we can provide extra value on transfers, excursions, charter air and resort upgrades. Join the beachocracy: we provide a community for beach lovers to unite and share their experiences.
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BRAND VOICE how the brand speaks
Tongue-in-cheek. Because our brand is irreverent and fun, we have the flexibility to be a little more lighthearted than other brands.
Insightful. We are beach lovers, which means we care about the same things our customers do. Our voice should convey the knowledge we have about the thing that we love the most – the beach.
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Unpretentious. We put on our flip flops one foot at a time, just like everyone else. Beach vacations are relaxed and unrestricted by formality, and so is our voice.
Welcoming. We are beach lovers, not beach snobs. From first-timers to parrot heads, we invite all to join our community.
Passionate. Our voice should never feel contrived or dull. We love the beach. Our customers love the beach. An that passion should shine through in all of our communication.
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LOGO proper usage, colors and spacing The following guidelines have been established to maintain the brand’s identity and the logo’s full visual impact. The logos are finalized pieces of art and should not be recreated or altered in any way. The color variations in this section are the only options for any use of the CheapCaribbean.com logo.
multicolor on white
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one color on white
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three color on color background
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knockout
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two color on color background
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one color on color background
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black and white
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control area Maintain a uniform area around the logo to prevent other elements crowding the logo.
1/2x
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1/2x
1/2x
1/2x
x=logo height
minimum size Only single color logos should be used when smaller than 1.5” (108 pixels) wide.
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1.5” (108 pixels) wide
1” (72 pixels) wide
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1” (72 pixels) wide
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COLOR PALETTE primary & secondary Color is a powerful tool that enables audiences to associate with a brand, allowing us to build instant recognition when applied in a thoughtful and consistent manner. It is vital that our brand colors are consistent from application to application. To help achieve this, color references are listed on this page for printing offset spot colors (PANTONE速), process colors (CMYK) and for on-screen applications (RGB and HEX values).
primary Pantone 319U CMYK 52, 0, 19, 0 RGB 37, 201, 208 HEX #25C9D0
Pantone Rubine Red U CMYK 2, 94, 5, 0 RGB 219, 72, 126 HEX #DB487E
Pantone 386U CMYK 0, 5, 53, 2 RGB 251, 238, 119 HEX #FBEE77
secondary Pantone 381U CMYK 11, 0, 77, 16 RBG 191, 215, 50 HEX #BFD732
Pantone Cool Gray 1U CMYK 0, 0, 0, 13 RGB 222, 222, 222 HEX # DEDEDE
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TYPOGRAPHY for print and web Typography is an important element in shaping the perception of our brand identity and in creating a consistent brand experience across all communications. Please only use the approved typefaces shown on this page.
Cooper Black (display) + DIN Condensed Bold (body copy) + Roboto Regular (web use)
Cooper Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?#%^@( )
DIN Condensed Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?#%^@( )
Roboto Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!?#%^@( )
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PHOTOGRAPHY photography style and filters Our imagery tells the story of our brand. Fun. Energetic. Colorful. So instead of focusing on amenities or relying on resort “stock” photography, we focus on natural beach beauty and the energy of our True Beach Lovers. Natural setting photography doesn’t use any props, and keeps clutter and distracting visual elements to a minimum. Our lifestyle imagery puts good times at the forefront with energetic people as the main focus making the most of what matters most – time together on the beach.
correct style of photographs Photographs should focus on natural beach beauty or True Beach Lovers and should be in color.
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incorrect style of photographs Nature photographs should not include props. If people are present, they must be the main focus of the photograph.
applying color gradients to photography Gradients are always from solid color to transparent and are never diagonal or radial.
gradient
photograph
proper overlay
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ICONS guidelines for using iconography TBD
icons
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