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Sugar Cane Jamaica


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Inside Logo

Logo Usage Logo No No’s

Typography Fonts Hierarchy Usage

Elements Color Usage

The Difference The Story Positioning Tagline Keywords

Language Target Market Tone Photography

The images used are not owned nor are they represented to be owned by helium creative, inc., they are merely examples of the type and quality of photographs and images to be used in the client’s final product. helium creative makes no representations nor warranties of ownership and expressly denies they have a right to use said image for anything but examples of the type and quality of images representative of the quality of the work produced.

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FINAL LOGO

Logo Your logo acts as a symbol for the brand. It is the first impression, the subtle and unique visual communicator that sets the initial tone for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly complement the brand. helium creative

The logo for Sugar Cane Jamaica depicts an effortless and simplified sophistication. With a casual handwritten brush script, the logo juxtaposes a refined aesthetic with an organic elegance. As with the entire Sugar Cane Jamaica brand, the logo intends to showcase an elevated luxury with the feel of relaxed beach/resort life.


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logo [proper logo usage]

PROPER LOGO USAGE To maintain consistency of your brand and the integrity of the logo, proper usage must be followed. The following outlines proper logo usage.

COLOR The logo is best represented on a solid color background. The ideal logo colors are Sugar Cane Jamaica blue, teal, and gray. helium creative

PHOTOGRAPH When using the logo on a photograph, make sure it is in a space without much distraction or interruption to the readability of the logo.

INVERSE When necessary, the logo can be used without the box. In this case, all text and markings will be in white. Rarely is the box ever used in white with charcoal text - only in very specific instances.

TAGLINE If the tagline becomes unreadable due to the background or photograph, use the version with the tagline in white.


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The Ocean Sugar Resort Cane Residences Jamaica


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logo [proper logo usage]

INVERSE The logo can also be used in solid black and solid white when needed. helium creative

INVERSE When necessary, the logo can be used without the box. In this case, all text and markings will be in white. Rarely is the box ever used in white with charcoal text - only in very specific instances.

TAGLINE If the tagline becomes unreadable due to the background or photograph, use the version with the tagline in white.


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.75”

1”

LOGO SIZE The logo can be scaled down to 1” wide for printed material. For digital material, the smallest the logo can stand is .75”.

PADDING Allow for at least one Sugar Cane Jamaica ‘S’ surrounding all sides of the logo to pad appropriately. No competing elements such as text should interfere with this negative space. Sugar Cane Jamaica


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logo [improper logo usage]

IMPROPER LOGO USAGE It is easy to ruin a good thing! Don’t let your logo fall victim to inconsistent handling. Always maintain proper guideline standards. The following outlines improper logo usage.

ADDING ELEMENTS Adding other graphic elements such as strokes or drop shadows are not permitted. helium creative

SKEWING THE LOGO The logo must always be scaled proportionately. Never skewed or stretched.


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logo [no no’s]

JAMAICA

ALTERING THE LOGO Don’t mess with a good thing! Let it be. No playing with the sizing, scale or composition.

CHANGING COLOR No weird colors, please! Let’s keep it classy.

ALTERING FONT The logo must always maintain its integrity. Do not change the font please! Sugar Cane Jamaica


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FUTURA BT

FUTURA BT The Futura font is equipped for clean and sophisticated typography across both print and web platforms. Because of the versatile variations of weight that this font family provides, it becomes the perfect typeface that can be utilized in cohesion with Chronicle Display. The geometric, linear, and sans-serif qualities aid in legibility, and make it an ideal typeface for headlines. Depending on hierarchy, background, and overall visual strength, Futura BT Light, Regular, and Medium can be used interchangeably.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 !@#$%^&*( ) - _ += { } [ ] | \ : ; â&#x20AC;&#x153; â&#x20AC;&#x2DC; < > , . ?/~

Typography Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative


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LIGHT

FUTURA BT LIGHT BOOK

FUTURA BT REGULAR MEDIUM

FUTURA BT MEDIUM BOLD

FUTURA BT BOLD FUTURA BT USES: + Headlines / Display + Call out

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typography logo [tagline[fonts] usage]

CHRONICLE DISPLAY REGULAR

CHRONICLE DISPLAY Chronicle Display is the second typeface for Sugar Cane Jamaica. It provides a sleek and stylish presence to the brand with the thick and thins of each letterform. Chronicle is classic, elegant, and ideal for communicating just that to the Sugar Cane Jamaica customer. Chronicle is well-suited for headlines, display, and body copy both in print and on screen.

Aa Bb Cc Dd Ee Ff Hh Ii Jj Kk Ll Mm Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890 !@#$%^&*( ) - _ += { | \ : ; “ ‘ < > , . ?/~ CHRONICLE DISPLAY USES: + Body copy + Headlines + Display

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Gg Nn Uu

}[ ]


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LIGHT

Chronicle Light SEMIBOLD

Chronicle SemiBold BOLD

Chronicle Bold

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typography [hierarchy]

DISPLAY 1 Display 2. Supporting

DISPLAY 1 Future BT Medium 20 pt tracking Suggested leading: = pt. size *Always use all caps

DISPLAY 2 Chronicle Display Light 0 pt tracking Suggested leading: 7pt > pt. size

SUPPORTING Chronicle Display Light 0 pt tracking Suggested leading: 4pt > pt. size

Body Copy

BODY Chronicle Display Light 0 pt tracking Suggested leading: 3pt > pt. size

Body Copy Highlight

BODY Futura BT Light 0 pt tracking Suggested leading: 1pt > pt. size

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DISPLAY 2 Chronicle Display Light Size: 18 pt DISPLAY 1 Future BT Medium Size: 38 pt Leading: 38 pt

DISPLAY 2 Chronicle Display Light Size: 18 pt Leading: 22 pt

BODY Chronicle Display Light Size: 11 pt Leading: 14 pt

Introduction /

UNDISCOVERED JAMAICA. UNTAPPED POSSIBILITIES. Located well outside the crowded tourist destinations of Montego Bay and Dunn’s River, Sugar Cane Jamaica is a secluded enclave tucked away on the island’s lush northern shore. For generations, this stunning piece of untouched coastal land has remained one of the best-kept secrets in the Caribbean.

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typography [example]

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DISPLAY 2 Chronicle Display Light Size: 36 pt Leading: 43 pt

DISPLAY 2 Chronicle Display Light Size: 18 pt Leading: 22 pt BODY Chronicle Display Light Size: 11 pt Leading: 14 pt

These facilities not only add to the experience, but reduce the total investment cost necessary for any individual property in order to offer a robust assortment of amenities. Pre-Existing Market Appeal In addition to Sugar Cane Jamaica’s exclusive location, controlled environment, and unique natural landscape, the development master plan calls for a number of added-value amenities that enrich any hotel/ resort or residential experience.

These include: • • • • • •

On-site shopping district with fashion, jewelry, and other retail 6-acre casino gaming and entertainment complex 13-acre driving range and short-game golf facility Gourmet Village featuring restaurants from top international chefs and cuisine Club house for area events and gatherings Natural barrier reef presents significant opportunities for dive/snorkel excursions

These facilities not only add to the overall guest/ resident experience of any lot, but also reduce the total investment cost necessary for any individual property in order to offer a robust assortment of amenities.

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Elements

COLOR

Color, texture, and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together. These additional elements help breathe life into your brand.

The Sugar Cane Jamaica brand colors are inspired by the ocean, as well as island life. A refined selection of blue and neutral hues that work in concert with the supporting palette.

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PANTONE ® The proprietary color matching system used in printing to create inks and maintain color integrity; the Pantone numbers listed refer to the Pantone Matching System.

RGB [Red, Green, Blue] – the method by which video monitors and projectors display color; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.

CMYK [Cyan, Magenta, Yellow, Black] – also referred to as “process colors,” the method by which images are printed using cyan, magenta, yellow, and black. The specific numeric values refer to the percentages of each of the four process colors.

HEX The colors used in display devices [PC monitors and scanners]; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.

DEEP BLUE Pantone 3035 RGB 0, 44, 62 CMYK 100, 70, 50, 55 HEX #002C3D

TEAL Pantone 7713 RGB 0, 137, 153 CMYK 100, 0, 29, 25 HEX #008998

DARK CHARCOAL Cool Grey 11 RGB 58, 66, 63 CMYK 60, 45, 50, 60 HEX #39413F

BEIGE Warm Grey 1 RGB 185, 157, 92 CMYK 14, 12, 13, 0 HEX #D8D5D3 The Ocean Sugar Resort Cane Residences Jamaica


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elements [color]

100%

90%

TINT The Sugar Cane Jamaica colors can be used at their full capacity or in their various tints as needed to create shades and tones. helium creative

80%

70%

60%

50%

40%

30%

20%

10%


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PALETTE A general color palette shapes the overall look and feel of the Sugar Cane Jamaica brand. While these colors may not be brand specific tones, they are overall shades that are found in photography and various materials to help further the color story, working in harmony with the Sugar Cane Jamaicaâ&#x20AC;&#x2122;s official brand colors. Sugar Cane Jamaica


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elements [design]

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NAUTICALLY INSPIRED

The Sugar Cane Jamaica pattern is inspired by the highlights against moving water. This reflection of light is an organic yet refined accent to the Sugar Cane Jamaica brand, acting as a brand identifier as well as design element. It is used as a background feature, preferably more of a subtle design.

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The story Located well outside the crowded tourist destinations of Montego Bay and Dunnâ&#x20AC;&#x2122;s River, Sugar Cane Jamaica is a secluded enclave tucked away on the islandâ&#x20AC;&#x2122;s lush northern shore. For generations, this stunning piece of untouched coastal land has remained one of the best-kept secrets in the Caribbean. Defined by pristine beaches, waterfalls, miles of tropical foliage, and an impeccable spirit of hospitality, Sugar Cane blends authentic culture, natural beauty, and an unexplored version of distinctive luxury. From the first moment a guest or resident enters Sugar Cane Jamaica, they are transported to the Caribbean at its purest. This is a destination free from excess traffic, with access only through secure gates. Dedicated security, public lighting, and exceptional privacy create the perfect backdrop for a unique, never-before-seen luxury brand experience.

The Difference What makes the brand unique? How are we going to stand out from the herd? The positioning statement, mission, and overall values help define who you are and why you do what you do unlike anyone else. helium creative


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the difference [positioning + tagline]

Positioning For the discerning traveler looking for an escape to paradise, Sugar Cane Jamaica offers a distinctively different resort experience defined by pristine surroundings and impeccable personal service. With a return to Jamaicaâ&#x20AC;&#x2122;s treasured past and astounding natural beauty, built along miles of untouched shoreline, lush tropical forest and waterfalls, Sugar Cane Jamaica is the first true luxury destination in Jamaica.

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Tagline: When paradise meets perfection.

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the difference [keywords]

Historic

Tied to the past through culture and location

Unique

Exclusive, and unlike anywhere else in the Caribbean

Authentic

True to the natural beauty and spirit of Jamaica

Unexplored KEYWORDS When Sugar Cane Jamaica is discussed, there is an emphasis on several main terms to describe the brand. These terms will help when communicating who Sugar Cane Jamaica is both verbally and written.

New, away from common and heavily-trafficked destinations

Vast

Acres and acres of open space, not crowded

Tropical

Large old-growth trees, waterfalls, native birds

Beachfront

Sands and coastline on the North Coast

Pristine

Relates to both the land and the quality of resorts/amenities

Distinctive

A place for people â&#x20AC;&#x153;in the knowâ&#x20AC;?

Impeccable

Flawless in every way

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Language The voice of your brand is key to its success. Proper language is a huge component when verbally communicating your brand experience. Everyone involved should use the same verbiage to describe how they personally feel about the company and what the client will ultimately feel or take away. helium creative


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VOICE The voice of Sugar Cane Jamaica is smart, sleek, and stylish. A forward-thinking brand well versed in culture, elevated living, and trend. Mindful and world traveled, the voice is global and inspired. There is a refined, upbeat energy that communicates this carefree, luxury destination. Serenity meets adventure. Sugar Cane Jamaica


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THE GUEST Our guest demographic varies from the newlywed couple on their honeymoon to the luxury traveler looking for an elevated resort destination. Families on vacation to Europeans on holiday, the Sugar Cane Jamaica guest has one main thing in common: they understand the luxury experience. Generally an affluent couple, our guests range in age from late twenties to early fifties. They are not cautious to spend money on fine dining, shopping, and spa amenities. They also lead an active lifestyle, interested in adventure and exploring terrain. They enjoy new experiences, are forward-thinking, and care about finer details when traveling.

Target Market Knowing your market is crucial when understanding who to target. What are their interests, demographics, personality traits? helium creative


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MOOD + STYLE: ORGANIC ELEGANCE Inspired by the carefree lifestyle of island living, the Sugar Cane Jamaica inspiration and style is a mix of premier luxury with the organic, casual aesthetic of the Jamaican environment. Tactile, uncoated textures paired with clean, modern design find visual balance when communicating the Sugar Cane Jamaica brand. Natural elements, such as palm fronds and water, make their way into the visual inspiration. Deep browns, earthy tans, and vibrant, ocean-inspired blues are found alongside green and yellow tones pulled from the environment. The feeling is relaxed and carefree, a breath from the everyday hustle and bustle. While Sugar Cane Jamaica conveys this laissez-faire attitude, it is equally, if not more-so, matched with elegance, sophistication, and a refined aesthetic.

Tone + Inspiration The tone + style of the brand is woven throughout all advertising, promotional, and brand-related material. These visual references offer insight into the mood of the company and how the market will perceive you. Sugar Cane Jamaica


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tone [brand inspiration]

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STYLE The photography closely follows the inspiration and style to accurately communicate the brand. Photography styles will be fashion-forward while utilizing the brand guideline color palette. Models may be slightly posed, but must still appear candid. The photography is sleek, stylish, and inspiring. Photo filters that follow brand standards can be applied to help set a mood, ideally creating a more atmospheric and cinematic visual.

Photography Photography helps tell your brand story, bringing all ideas and tones together to evoke an emotion and connect to the consumer. The style of photography, photo selection, and consistency of images is important for brand standards. helium creative


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photography

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LIFESTYLE Lifestyle photography heavily shows three key focus areas: beach/ocean, amenities, and fun. These points are evident in all images. Lifestyle shots should not be overly posed, if at all. Photography should appear candid, like catching someone in the moment. Cropped faces and macro images are ideal to show a more engaging and cinematic lifestyle, while scenic photographs portray full moments to capture the viewer and show off the environment. A mix of both macro and wide angle shots should be used for visual contrast. Sugar Cane Jamaica


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MACRO Maco photography is used to bring the viewer into the story, while showcasing texture and color. Macro photography is perfect for environment shots, landscape, food, and interior design. Macro images are often juxtaposed with wide-lens imagery to help tell the brand story and paint a deeper image.

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The Ocean Resort Residences

Sugar Cane Jamaica Brand Guidelines  

Designed by helium creative, the Brand Guidelines for a resort + residential development project in Jamaica.

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