South Lodge Technical Guidelines

Technical Guidelines

Are you ready to immerse yourself in the technical bits behind the South Lodge brand?

These guidelines will show you how we bring the South Lodge 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 South Lodge. P.S. the wild swim 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 Minty the sheep) with our logotype (the bit that does the polite ‘hello, we’re South Lodge’). 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 South Lodge.

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 South Lodge 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 South Lodge'.

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 South Lodge.

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 South Lodge 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 South Lodge.

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

40%

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%

100%

40% 40%

40%

40%

40% 40% 100%

40%

100% 40%

40%

40%

Logos: Positioning

EXAMPLES

When positioning a logo on a new design, use the layout diagram below 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 South Lodge. You can do this by using the South Lodge 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 South Lodge brand and all the credibility that comes with it. It’s a subtle endorsement that instantly reassures people they’re in good hands.

LOGOS: BOTANICA

The Botanica logo takes its inspiration from renowned botanist Frederick DuCane Godman, a former custodian of South Lodge. His legacy comes to life in a design that echoes the golden age of botanical illustration, where scientific curiosity met artistic flourish, capturing the organic forms and quiet beauty found in nature.

40% 100% 40%

A minimum clear space equal to 40% of the logo’s total height must be maintained on all sides.

This ensures the logo remains uncluttered and clearly visible across all applications, protecting its integrity and impact.

HOW TO USE:

Minimum size:

Our primary logo is the colour version, a lively green inspired by nature in West Sussex. Matte black and white versions are used where colour isn’t suitable, such as over photography where clarity and legibility are essential.

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 logo, making sure it always stay clear and comfortable to read.

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

Backgrounds use 40% primary colour from the South Lodge palette to maintain legibility while creating a calm, nature-inspired feel.

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

Within the spa, Botanica stands alone.

LOGO FILE FOMATS AND USAGE

PRIMARY: COLOUR LOGO

WHITE LOGO ON DARK BACKGROUNDS

MATTE BLACK LOGO ON LIGHT BACKGROUNDS

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: CAMELLIA

The Camellia restaurant logo is a literal little love letter to the Camellia plant that sits just outside the restaurant on the terrace. It’s an important piece of our house’s history as the plant was kept safe when the original house was demolished and rebuilt in 1883, and it’s still very much part of our story today.

HOW TO USE:

Our primary logo is the colour version, featuring the distinctive Camellia pink. Matte black and white versions are used where colour isn’t suitable, such as over photography where clarity and legibility are essential.

Backgrounds use the light colour from the South Lodge palette to complement the pink without overpowering it.

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

Within the hotel, Camellia stands alone.

LOGO FILE FOMATS AND USAGE

40% 40% 100% 40%

PRIMARY: COLOUR LOGO

40%

minimum clear space equal to 0 of the logo’s total height must be maintained on all sides.

This ensures the logo remains uncluttered and clearly visible across all applications, protecting its integrity and impact.

A

4

%

Minimum size:

WHITE LOGO ON DARK BACKGROUNDS

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 logo, making sure it always stay clear and comfortable to read.

100px high - digital world 15mm high - physical world MATTE BLACK LOGO ON LIGHT BACKGROUNDS

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: THE PASS

The Pass name and logo are inspired by the dining experience, where guests overlook the kitchen and watch dishes completed at the pass before service.

To reflect the chef’s role, the primary logo pairs The Pass mark with the chef’s name.

40% 100% 40%

40% 100%

HOW TO USE:

While the chef logo is a key element, it isn’t used for permanent or costly applications (e.g. etched glass or built features). This avoids unnecessary updates when chefs move on. Where the chef’s name would appear too small, such as on the website, The Pass logo is used on its own.

Matte Black and White versions are available for use on light or dark backgrounds. Backgrounds use the secondary colour from the South Lodge palette, for a more luxurious feel.

For external communications, The Pass should be linked to the South Lodge brand using the lockup or landscape logo. Where this isn’t possible, reference South Lodge in the copy. Within the hotel, The Pass stands alone.

40%

WHITE LOGO ON DARK BACKGROUNDS

A minimum clear space equal to 40% of the logo’s total height must be maintained on all sides. This ensures the logo remains uncluttered and clearly visible across all applications, protecting its integrity and impact.

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 our logo, making sure it always stay clear and comfortable to read.

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

MATTE BLACK LOGO ON LIGHT BACKGROUNDS WHITE ON DARK BACKGROUNDS

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.

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 Italic I

N R stu

ABCDEFGH JKLM

a c e i kl

b d fgh j

mnopqr

OPQ

STUVWXYZ

vwxyz

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

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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.

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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/south-lodge southlodge@exclusive.co.uk 01403 892 235

Brighton Road, Lower Beeding, Horsham, West Sussex RH13 6PS

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 exclusive.co.uk/south-lodge

01403 892 235

Brighton Road, Lower Beeding Horsham, West Sussex RH13 6PS

Typography: Colourways

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 matte black font. secondary Matte Black

Primary Colour

70% Sage

Matte Black

Chalk

Matte Black

Matte Black

40% Sage

REEDS

WHITE

REEDS

REEDS

Chalk

70% REEDS

WHITE Reeds

Sage 70%

REEDS 70%

Sage 40%

CHALK

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 supports 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:

879C84 135, 156, 132 50, 28, 52, 2 556 c

Primary

HEX (#): RGB: CMYK: pms:

ABBAA8 171, 186, 168 32, 18, 35, 0 558 c

70% primary

HEX (#): RGB: CMYK: PMS: LIGHT

HEX (#): RGB: CMYK: pms:

CFD6CF 207, 214, 207 18, 10, 16, 0 622 c

40% primary

F5F5F0 245, 245, 240 5, 3, 7, 0 XXXXX

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

HEX (#): RGB: CMYK: pms:

0C2F29 12, 47, 41 90, 51, 69, 54 5467 C

SECONDARY

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

HEX (#): RGB: CMYK: pms:

HEX (#): RGB: CMYK: PMS:

546E69 84, 110, 105 63, 38, 48, 9 5477 C

70% SECONDARY

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

WHITE

TOP TIP

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

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

FILL 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 howvever 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.

Switch off from the everyday And switch on your senses

Switch off from the everyday

Their own

hidden escape

A season of sweet escapes

Overnight stay vouchers

Save 20% this Easter

Their own

hidden escape

A season of sweet escapes

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 VIEW THE FULL GUIDELINE

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

“Perfect blend of old and new“ “Refinement, rugged” Spa “It’s a dog’s life” Environment Considered

MEMORIES

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

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’s an example:

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

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’ 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.