Pennyhill Park Technical Guidelines

Technical Guidelines

Are you ready to immerse yourself in the technical bits behind the Pennyhill Park brand?

These guidelines will show you how we bring the Pennyhill Park brand to life, gently dipping your toes into logos, colours, tone of voice and lots more - all to help us deliver a consistent look and feel that’s unmistakably Pennyhill Park.

P.S. the plunge pool is optional.

01

Our brand

02

Logos

03

Typography

04

Colours

05

Patterns

06

Stickers

07

Imagery

08

Layouts

09

Sensory profile

10

Tone of voice

OUR BRAND

Open, Serene, Stylish but grounded, Innovative BRAND PILLARS

XXXXXXXX

XXXXXXXX

XXXXXXXX

XXXXXXXX

PROPOSITION

Where the natural world and modern expectations live in perfect harmony

TERRITORY

Enrichment

PERSONALITY

Open

KEY MESSAGE

Switch off from the everyday and switch on your senses

PURPOSE

CREATING HAPPINESS IN AMAZING PLACES

VALUES

Stylish but grounded

Creating a community of conciousness Be generous Challenge the status quo

Innovative

Team Attention to detail Creating happiness Character

Logos: TYPES & SIZING

PRIMARY: LOCKUP LOGO

EMBLEM

LANDSCAPE LOGO

WHEN TO USE:

WHEN TO USE:

WHEN TO USE:

Minimum size

Minimum size

Minimum size

Our lockup logo is our go‑to star of the show. Proudly pairing our emblem (yes, that’s Donut the deer) with our logotype (the bit that does the polite ‘hello, we’re Pennyhill Park’). This is the logo you’ll see popping up most often, especially on anything guests might take home or spot online - think a postcard at reception or a digital ad that sneaks into your scrolling. If we had a ‘number one fan’ badge, this logo would be wearing it.

Let’s keep things easy on the eyes - no one should have to squint to spot our logo. That’s why we have a minimum size for our lockup logo, making sure it always stays clear, comfortable to read and perfectly Pennyhill Park.

100px high - digital world 20mm high - physical world

LOGO FILE FOMATS AND USAGE

Our emblem is the lovely, eye‑catching part of our logo, full of character and adding a little sparkle without needing to say a single word. We use it when it’s already obvious who we are, whether you’re standing right here at Pennyhill Park or happily scrolling through our Instagram. It’s our quieter, more elegant way of showing personality without shouting our name on repeat. Think of it as adding a touch of luxury without the big sales pitch, it's a confident little nod that says, ‘You know us… we’re Pennyhill Park'.

Let’s keep things easy on the eyes - no one should have to squint to spot our logo. That’s why we have a minimum size for our emblem, making sure it always stays clear, comfortable to read and perfectly Pennyhill Park.

100px high - digital world 5mm high - physical world

Our landscape logo is exactly what it sounds like - a wider, stretched‑out version that fits beautifully wherever our square lockup logo just doesn't cut it. Sometimes the lockup needs a little help to stay clear and legible, and that’s where this one steps in. It may not be our top choice, but it’s a trusty runner‑up, ready to represent Pennyhill Park out in the big wide world when the space calls for it.

Let’s keep things easy on the eyes - no one should have to squint to spot our logo. That’s why we have a minimum size for our landscape logo, making sure it always stays clear, comfortable to read and perfectly Pennyhill Park.

100px high - digital world 15mm high - physical world

PNG: Perfect for digital use, PNGs feature a transparent background so the logo sits cleanly over any colour or image. Use these for websites, presentations, and social media.

SVG: A scalable vector format built for the web. SVGs can be scaled to any size without losing quality, making them the preferred choice for digital use.

EPS: Sometimes called 'vector' format are used when the highest possible output quality is required: large-format print, signage, or any application where the logo needs to scale up significantly.

Download

the logos

Logos: Colourways

When it comes to choosing which coloured logo goes where, our top priority is making sure everyone can read it easily (and that we stay on the right side of accessibility law).

So, we’ve done the homework and picked out which logo colours work happily with each shade in our palette, as well as what to use on other lighter or darker backgrounds, for example on photography or clothing.

MATTE BLACK ON primary

MATTE BLACK ON 70% primary

WHITE ON secondary

WHITE ON 70% secondary

MATTE BLACK ON 40% primary

MATTE BLACK ON light

Logos: Clear space

To help our logo breathe (we promise it appreciates it), please keep a clear space around it equal to 40% of the logo’s total height. This gives it room to shine without anything crowding or distracting from it. Every now and then, we might bend this rule, for example, teeny tiny places like social media profile icons, where clear space just isn’t practical. If you think you need one of these rare exceptions, just give the Marketing team a shout and we’ll happily help.

40% 40%

100%

40% 40%

40%

40%

40% 40% 100%

100% 40%

40% 40%

40%

Logos: Positioning

EXAMPLES

When positioning a logo on a new design, use the layout diagram as a guide - think of it as following a treasure map, but with fewer pirates and more precision! By keeping the alignment and spacing the same, we creating stronger brand recognition and looking sharp along the way.

Placement should always follow the designated grid structure to ensure visual balance and brand consistency. The primary placements are full colour, and the secondary placements are at 50% opacity.

LOGOS: PARTNERSHIPS

Our hotels collaborate with selected partners to deliver events, workshops, and experiences that enhance our guest offering and our brand values.

These partnerships are an important part of our storytelling and must be represented with care. While we respect and adhere to the visual guidelines of our partners, all collaborations must also maintain the integrity and consistency of the Exclusive Collection brand. Every lock-up and placement should feel part of our visual system, not separate from it.

THE LOCKUP

POSITIONING & Sizing

Use the approved “in partnership with” lock-up, with the partner logo placed directly below and left-aligned. Spacing between the two elements should be half the height of the “in partnership with” text.

The hotel logo appears first in hierarchy, followed by the “in partnership below.

Key Principle: Maintain balance between both brands while keeping the layout unmistakably part of the Exclusive Collection visual identity.

Hotel logo to go here

Partnership logos are always presented as part of an “in partnership with” lock-up. This ensures a clear, unified relationship between our brand and the partner, while keeping hierarchy and alignment consistent across all materials. The partner logo must be displayed in its approved format and colourway, with no alteration, distortion, or additional effects.

Headline to go here

Our aim is to present collaborations confidently and coherently, giving equal respect to both brands within a clear and balanced layout.

SubHeader to go here if needed to go here

Minimum size

Let’s keep things easy on the eyes - no one should have to squint to spot our logo. That’s why we have a minimum size for these logos, making sure they always stay clear and comfortable to read.

100px high - digital world 15mm high - physical world

Partner Logo here

LOGOS: RESTAURANTS

Our restaurants have their own logos, and we use them across all marketing materials and anywhere the restaurant brand shows up in the hotel or the restaurant itself. It helps build our restaurants unique brand personality because nobody likes being confused for their sibling.

HOW TO USE:

Whenever we’re communicating externally, we need to make it clear that the restaurant is located at Pennyhill Park. You can do this by using the Pennyhill Park logo as a secondary logo or by mentioning it clearly in the copy or address.

This not only helps people know exactly where to find us, it also connects the restaurant with the well‑known Pennyhill Park brand and all the credibility that comes with it. It’s a subtle endorsement that instantly reassures people they’re in good hands.

Y YMER

LOGOS: LA T

40%

The Botanica logo takes its inspiration from renowned botanist Frederick DuCane Godman, a former custodian of

100%

40%

South Lodge. His legacy comes to life in a design that echoes the golden age of

A minimum clear space equal to 40% of the

botanical illustration, where scientific

logo’s total height must be maintained on all sides.

curiosity met artistic flourish, capturing the organic forms and quiet beauty

This ensures the logo remains uncluttered and clearly visible across all applications, protecting

RK BACKGROUNDS

WHITE LOGO ON DA

its integrity and impact.

found in nature.

HOW TO USE:

Minimum size:

Our primary logo is the colour version, a lively

Let’s keep things easy on the eyes

green inspired by nature in West Sussex. Matte

should have to squint to spot our logo. That’s

black and white versions are used where colour isn’t suitable, such as over photography where clarity and legibility are essential.

- no one

why we have a minimum size for our logo, making sure it always stay clear and comfortable to read.

100px high - digital world 15mm high - physical world

K LOGO ON LIGHT BACKGROUNDS

MATTE BLAC

Backgrounds use the secondary colour from the Pennyhill Park palette to maintain legibility while creating a luxury feel.

For external communications, Latymer should be endorsed by the Pennyhill Park brand using the lockup or landscape logo. Where this isn’t possible, reference Pennyhill Park in the copy.

LOGO FILE FOMATS AND USAGE

PNG: Perfect for digital use, PNGs feature a transparent background so the logo sits cleanly over any colour or image. Use these for websites, presentations, and social media.

SVG: A scalable vector format built for the web. SVGs can be scaled to any size without losing quality, making them the preferred choice for digital use.

EPS: Sometimes called 'vector' format are used when the highest possible output quality is required: large-format print, signage, or any application where the logo needs to scale up significantly.

Download the logos

D

LOGOS: HILLFIEL

40%

The Botanica logo takes its inspiration from renowned botanist Frederick DuCane Godman, a former custodian of

100%

40%

South Lodge. His legacy comes to life in a design that echoes the golden age of

A minimum clear space equal to 40% of the

botanical illustration, where scientific

logo’s total height must be maintained on all sides.

curiosity met artistic flourish, capturing the organic forms and quiet beauty

This ensures the logo remains uncluttered and clearly visible across all applications, protecting

RK

WHITE LOGO ON DA

K R

BAC

G

OUNDS

its integrity and impact.

found in nature.

HOW TO USE:

Minimum size:

Our primary logo is the colour version, a lively

Let’s keep things easy on the eyes - no one

green inspired by nature in West Sussex. Matte

should have to squint to spot our logo. That’s why we

black and white versions are used where colour

have a minimum size for our logo, making sure it always

isn’t suitable, such as over photography where

stay clear and comfortable to read.

clarity and legibility are essential.

100px high - digital world

K

MATTE BLAC

K R

LOGO ON LIGHT BAC

G

OUNDS

15mm high - physical world Backgrounds use

from the South Lodge palette to

maintain legibility while creating a calm, natureinspired feel.

For external communications, Hillfield should be endorsed by the Pennyhill Park brand using the lockup or landscape logo. Where this isn’t possible, reference Pennyhill Park in the copy.

LOGO FILE FOMATS AND USAGE

PNG: Perfect for digital use, PNGs feature a transparent background so the logo sits cleanly over any colour or image. Use these for websites, presentations, and social media.

SVG: A scalable vector format built for the web. SVGs can be scaled to any size without losing quality, making them the preferred choice for digital use.

EPS: Sometimes called 'vector' format are used when the highest possible output quality is required: large-format print, signage, or any application where the logo needs to scale up significantly.

Download the logos

TYPOGRAPHY: FONTS

Typography is central to our visual identity It expresses the tone of the brand through clarity warmth and style Our system uses two complementary typefaces each with a distinct role creating a consistent and accessible typographic structure across all channels

.

,

,

,

,

.

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,

Apercu is our main brand font it s approachable modern and easy to read

.

,

Reckless Neue is our secondary font we use this to inject a bit of character personality and softness It s never used for body copy though only in titles subtitles and standout copy like a quote

,

,

-

.

,

. '

.

Aperçu Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789 !@#$%^&*()

Aperçu Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789 !@#$%^&*()

Aperçu Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789 !@#$%^&*()

Reckless Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789 !@#$%^&*()

Reckless Neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789 !@#$%^&*()

TYPOGRAPHY: USAGE

Clear, consistent typography is essential for both readability and credibility.

Strong hierarchy helps guide the reader through information smoothly, reinforcing clarity and confidence across all brand communications.

Display Headline Brand-led

Reckless Neue

110% Leading

0% Tracking

Title

Display Headline Info-led

Aperçu Regular

110% Leading

0% Tracking

Title / TITLE

Display Headline Offer-led

Aperçu Regular

110% Leading

0% Tracking

Title / TITLE

Subtitle / Standout Copy

Aperçu Regular

110% Leading

0% Tracking

Reckless Neue

110% Leading

0% Tracking

Used for subtitles and standout copy like quotes, introductions and key messaging.

Label

Aperçu Regular

110% Leading

0% Tracking

Aperçu All Caps

110% Leading

0% Tracking

USED FOR LABELLING DOCUMENTS AND INSTRUCTIONS

Body Copy

Aperçu Light

110% Leading

0% Tracking

Minimum size 9pt

Body Copy is the larger chunks of text you'll see on the website, in brochures or on posters etc. They always sit below a Title or Subtitle.

Small Print

Aperçu Light

110% Leading

0% Tracking

Minimum size 7pt

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Call to Action

Aperçu Medium

120% Leading

0% Tracking

Minimum size 7pt

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

STRUCTURE:

Fewer type sizes, balanced spacing, and consistent treatment create a recognisable rhythm across layouts.

This approach builds trust, improves focus, and maintains a polished, editorial feel.

GUIDANCE:

The size ratio for typography should be a visual decision per use case, allowing the typography room to breathe in each composition. Follow the guidance on sizing, leading, and tracking specifications outlined in this guide to ensure structure and legibility.

Adjustments can be made for custom layouts or longer headlines, as long as the overall hierarchy and proportions remain within the system.

TYPOGRAPHY: USAGE

There should always be a clear typographic hierarchy to help readers scan, understand, and act quickly. Use variations in size and weight to create structure, applying them with car and consistency.

Avoid overstyling, as it reduces clarity and impact.

Each typographic level must feel distinct, with strong contrast to guide the eye and support confident, effortless communication.

01

02

03

Label Aperçu Regular

110% Leading

0% Tracking

Title Reckless Neue / Aperçu Regular

110% Leading

-4% Tracking

Standout Copy Reckless Neue / Aperçu Regular

110% Leading

0% Tracking

04

05

01 02

03

Subtitle Aperçu Regular / Reckless Neue

110% Leading

0% Tracking

04

Body Copy Aperçu Light

110% Leading

0% Tracking

05 06

Call to Action Aperçu Medium

110% Leading

0% Tracking

September 4, 2025

Lorem Ipsum is simply dummy text of the printing and typesetting industry.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

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Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

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exclusive.co.uk/pennyhill-park pennyhillpark@exclusive.co.uk 01276 478300

London Road, Bagshot, Surrey GU19 5EU

Switch off from the everyday and switch on your senses Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.

To book online scan the QR code, or visit pennyhillpark@exclusive.co.uk

01276 478300

London Road, Bagshot, Surrey GU19 5EU

Typography: Colourways

When it comes to colour, we keep it simple. Colourway options are clear and intentional, ensuring consistency across all applications. On coloured backgrounds, a specified secondary palette colour is used for logos and text to provide contrast, legibility and a cohesive brand expression.

All colour combinations have been carefully selected to ensure accessibility and consistency across both digital and print applications. The smaller boxes indicate which colours, alongside matte black and white, can be used as pairings. Each combination has been tested and meets AA accessibility standards for both regular and large text, ensuring legibility, visual balance and harmony within the tonal system.

For primary colour backgrounds, we only use secondary or matte black.

secondary

MATTE BLACK

secondary

secondary

primary

light

secondary

MATTE BLACK

MATTE BLACK

70% primary

white

70% secondary

primary

40% primary

MATTE BLACK

light

white 70% primary

40% primary

secondary

70% secondary

light

COLOURS

Each colour palette is applied in order of priority, with the primary colour, acting as the lead tone for brand recognition and consistency across all touchpoints.

The secondary colour palette support the primary and are used flexibly for detailing, highlights and key moments. These secondary tones are also be paired with individual restaurant identities to create distinction while remaining within the overall brand system.

Matte black and white anchor the palette, delivering structure, contrast and clarity across all applications.

HEX (#): RGB: CMYK: pms:

B0CFCF 176, 207, 207 36, 9, 20, 0 4156 c

primary

HEX (#): RGB: CMYK: pms:

C7DEDE 199, 222, 222 26, 5, 14, 0 551 c

70% primary

HEX (#): RGB: CMYK: pms: light

TOP TIP

CMYK: For print RGB: For digital HEX: For website PANTONE: For uniforms

HEX (#): RGB: CMYK: pms:

DEEDED 222, 237, 237 16, 1, 8, 0 552 c

40% primary

F5F4EF 245, 244, 239 5, 4, y, 0 xxxxx

HEX (#): RGB: CMYK: pms: MATTE BLACK

HEX (#): RGB: CMYK: pms:

20353F 32, 53, 63 87, 62, 51, 56 546 c

secondary

282727 40, 39, 39 0, 0, 0, 95 black 2 c

HEX (#): RGB: CMYK: pms:

HEX (#): RGB: CMYK: pms:

617078 97, 112, 120 62, 43, 39, 24 4139 c

70% secondary

FFFFFF 255, 255, 255 0, 0, 0, 0 n/a

WHITE

Download the colours

PATTERNS

Patterns are a key part of our brand’s visual language, used to add depth, texture, and recognisable identity across environments and materials.

They should always enhance the design, never compete with imagery or typography. We don't always need to use the pattern, there will be many occasions where it'll be over the top = visual clutter!

A few examples of where our pattern works really well are our tray liners, voucher wallets, or the lower sections of exhibition stands.

We tend to lead with the filled pattern but the stroke may be used for a more subtle effect.

USAGE

The pattern should be cutting either half way through the pattern design or at the end of the repeat.

PATTERNS: EXAMPLE COLOURWAYS

SOLID PATTERN

Stroke PATTERN

Light on primary

secondary on primary

Light on primary

Secondary on primary

primary on light

primary on secondary

primary on light

primary on secondary

STICKERS

Primary version

The sticker is used as an attention‑grabbing visual across our digital advertising and promotional materials. It should always appear in its approved colourway.

At its centre, the sticker may hold the hotel emblem or lockup logo. For more functional applications, such as sales materials, it can also house a simple directional arrow. And when we’ve got something exciting to shout about (think event dates or quick pull‑out messages), the sticker is the perfect place to tuck those in too.

Lorem Ipsum is simply dummy text.

From £120 per person

The sizing for the sticker is not set however it should never be the hero of the design and sits relevant to the headline as shown here.

It's your time to check in and find out what we're all about...

Secondary version

It's your time to check in and find out what we're all about...

Light version

It's your time to check in and find out what we're all about...

STICKERS: EXAMPLES

The following examples demonstrate the sticker in use. The outer copy can be adjusted to align with specific campaign messaging, while the core visual remains consistent.

The place to be your best

Zone in, zen out in the spa

Welcome to Pennyhill Park

Over 20 spa experiences

Relax & restore Award-winning spa

Zone in, zen out in the spa

The place to be your best

Relax & restore

Imagery should capture an authentic, real moment in time using natural lighting, embracing genuine imperfections and natural lens flare rather than staged poses or artificial effects.

IMAGERY VIEW THE FULL GUIDELINE

Property & Hero Imagery

When to Use:

Print advertising and editorial placements

Competition materials and promotional campaigns

Brand awareness in luxury travel contexts

When venue recognition is critical

Brochures and sales collateral

Digital campaigns where the property is the product

Characteristics:

Hero architecture and iconic property shots

Showcases interiors, amenities, and distinctive features

Clear focal point with strong visual impact

Establishes hotel recognition and brand positioning

Often accompanied by lifestyle or product imagery to tell the full story

Lifestyle Imagery

When to Use:

Digital prospecting and awareness campaigns

Social media content that builds engagement and affinity

Content designed to convey experience over venue

Mobile-first digital applications

Storytelling that emphasizes guest experience

Characteristics:

Prioritise people enjoying spaces and authentic moments

Captures the feeling and atmosphere of the experience

Stops the scroll and builds emotional connection

Mobile-first crops with minimal overlays

Focuses on the human element and sense of place

IMAGERY

Capturing Moments

Accentuate scale and setting by allowing models to humanise the composition.

Avoid zooming in too close on guests.

Create a sense of wonder and invite the audience to put themselves in the frame.

Guests should not directly acknowledge the camera.

Natural pose and interaction between guests.

Express tone and atmosphere of the experience.

Showing Happiness

Don't rely solely on big smiles.

Express genuine feeling of joy in the moment.

Capture authentic interaction and believable moments.

Natural movement preferred.

Frame to avoid distracting elements.

Reframing

Don't think of the original crop as final.

Reframe to focus on specific moments and build narrative.

Use crop to enhance visual cues (seating, table settings, environment).

Consider off-center composition to create intrigue.

Complementary Colours

Always use imagery with a complementary palette to the design you are creating.

Colour can create emotion, so whilst we like to stick to our brand palette where possible, consider the feeling you're looking to create.

When using multiple images, try to use imagery of the same tone and depth.

LAYOUTS: GRIDS

Our grids are vital for creating consistency and structure in all our marketing materials. We use two types of grid depending on which type of document we are creating.

The grid is a simple, flexible system that organises visual elements across all platforms. It creates consistency, structure, and brand cohesion, ensuring balanced spacing and alignment.

Communications Grid

Editorial grid

Digital marketing assets, signage, social media posts etc.

Inside pages: books, brochures, leaflets etc.

SENSORIUM

View the BrandSensorium stimulus film

Where the natural world and modern expectations live in perfect harmony Sensory Stimuli SIGHT

Green Rhody pinks Pinks Part of the landscape

SOUND

Farm Celebrations Calm Water Natural bubbles

TASTE

Variety New Assiette Healthy

TOUCH

Linie Textured Dark & Light Grainy Naturally imperfect Velvet brushed the wrong way

Triggers & Receptors EMOTIONS

Calm Serene Relaxed, shoulders drop Indulged, treated EXCLUSIVE COLLECTION: BRAND USAGE GUIDE

V1_2025

MESSAGES

MEMORIES

“Perfect blend of old and new“ “Refinement, rugged”

Country version of looking out to sea Pool view, infinity Spending time on holiday Undisturbed view

Spa “It’s a dog’s life” Environment Considered

SMELL

Floral Grassy Natural Spa Meadow

We're here to give our guests a breath of fresh air – not just with our estates, but with the character and exceptional service at the heart of what we do. We're warm, welcoming, and full of personality. The same goes for how we write and talk to our guests and team members.

Tone of voice

Our voice is...

Light-hearted

Conversational

Humorous

Respectful

Human

Inclusive

While we take what we do seriously, we don’t take ourselves too seriously. We’re in the business of making people feel happy. This means in our writing, we leave the overly serious stuff at the door and make our audience feel immediately at ease.

We like to have fun, but we don’t push it too far. We never offend or make people feel uncomfortable or unwelcome. In our writing, this means not poking fun at anyone, their interests, their needs, their culture or their beliefs. Think about who you’re writing for, the context and even what’s going on in the world before you start writing.

We like to get to know our guests, and we do that through the gift of conversation. When you’re writing, imagine you’re having a two-way conversation. Aim for natural and informal.

We’re people, talking to people. It can be tempting to go overly formal or pull out a cliché to convey a message or illustrate an idea. Instead, think about how you’d speak to someone you know.

The idea is for it to feel, well, normal.

Unlike other luxury hotels and venues, we’re not cold or soulless. We’re warm, slightly quirky and at times rebellious, not because we’re trying to be, but because that’s just who we are.

We sprinkle what we’re saying with wit and use humour that adds meaning to what we’re already saying.

We’re exclusive by name, but not by nature. People from all walks of life come through our doors. We’re welcoming, approachable, friendly and make everyone feel at home. We don’t alienate guests by coming across as overly fancy or stuffy, or using stereotypical language that makes assumptions - like only using ‘bride and groom’ when talking about a couple getting married, for example.

TONE OF VOICE: STORYTELLING

If our walls could talk...

they probably wouldn't stop Storytelling is our secret weapon

We’ve got stories that could fill (many) books. So feel free to add a little snippet of one to your communications. Something unique, that could only happen at an Exclusive Collection estate – memorable real-life scenarios that show just how fabulous we are. Just don’t overdo it, it should enhance what you’re already saying. We don’t want to waffle on too much and lose our readers’ attention.

Here are a couple of examples:

South Lodge. Where you can take a terrapin to afternoon tea, and no one will bat an eyelid. *Yes, that really happened.

TONE OF VOICE: TIPS

5 writing tips Formal words sounds a bit cold and soulless. That’s not us.

Here’s a handy list of formal-to-normal words, so we sound more human. Top tip, If you wouldn’t say it to your friend, it’s too formal.

However → But

Error → Mistake/Problem

Therefore → So

View → See/Look

Whilst → While

Assured → Guaranteed

In order to → To

Request → Ask

Furthermore → And

Provide → Give/Tell

Instructions → Tips

Require → Need

An array of → Lots of

Assist → Help

Glorious → Lovely

Loved ones → Favourite people

Well loved → Favourite

Ensure → Make sure

Commence → Start

Purchase → Buy/Shop/Send

Approximately → About

I am → I m

Query → Question

Can not → Can t

Resolve → Fix

They will → They ll

Obtain → Get

We have → We ve

Proceed → Carry on

I would → I d

Apologies → Sorry

’

’

’ Is not → Isn’t

Structure is important. Break your work up into paragraphs and use sentences of around 20-30 words.

This helps create a clear narrative that people can easily navigate. It helps you get your message across too.

Write, then edit

Get all your ideas down, even if you’re not using complete sentences (or real words, sometimes - it happens to the best of us). Then polish, buff and add a little pizzazz. Spelling should always be top notch (we use British English, so that means using spellings like ‘specialise’ over ‘specialize’ and ‘travelling’ over ‘traveling’).

Headings are your best friend

Think about when you read something from a brand. You probably skim, rather than pore over every word, right?

Use headings to convey your message and get our brand personality right in front of our audience’s eyes, so they’ll still get the gist (or more importantly, be intrigued and want to read more). This is especially true for web, when you’re competing with 1000s of other results on Google and your reader’s flipping between 17 different tab

Be clear

In each sentence, pick one message or theme you want someone to understand. Clarity = good. Ambiguity = confusing. (This is where not using jargon or fancy formal words comes into play, too).

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Break it up

Be a rulebreaker

Remember we’re human, so you can bend a few grammar rules if it sounds more natural and still makes sense.

Oh, and forget what you learnt in school – you can absolutely start a sentence with ‘and’, ‘but’, ‘or’, ‘so’ and words to that effect.