The Ace Hotel Brand Manual -Izayah Alvarez

TH

E ACE

G E T LUC K Y

ESTD 1928

Brand Identity + Guidlines

welcome The Ace Hotel New Orleans sits on the coner of Carondelet and Lafayette streets in the Warehouswe District of one of the best cities on earth. The feel of Weft and Warp woven together by countless anthroplogies and creation stories far too vast for any single person to own. So it belongs to the whole city.

Contents

Brand Universe

identity applications

c o n tac t I n f o r m a t i o n

1 Vision and Mission

25 Business Cards

43 For Questions

3 Brand Essance

27 Letterhead

43 Design Inquiries

5 Communication Pillars

29 No.10 Envelope

43 Legal Information

identity Elements

31 Gift Store Bag

9 Primary Logo

31 Coffee Cup

13 Secondary Logo

31 Room Towel

15 Color

31 Hotel Employee Shirts

17 Typography

33 Plate

19 Unacceptable Uses

33 Lounge Towels

21 Image Library

35 Digital Media 37 Environmental Signage 37 Outdoor Adversisement 39 Vehicle Wrap

BR A N D U N I V E R S E

Vision and Mission Our Vision Who are looking for a dynamic space that offers layers of experience. At Ace, we think of our hotels as a platform for others to animate; we throw open our doors and let the city in. At the heart of all our projects is the presence of humanness -- the hand touch, closely connected to the hyperlocal community, a palpable heartbeat -- and it comes from embracing the spirit and energy of each building and city, and collaborating with artists and designers who bring it to life.

1

Brand Essence

Traditional hotels typically offer guests a place to sleep, while a lifestyle hotel caters to guests who are looking for a dynamic space that offers layers of experience. At Ace, we think of our hotels as a platform for others to animate; we throw open our doors and let the city in. At the heart of all our projects is the presence of humanness -- the hand touch, closely connected to the hyper-local community, a palpable heartbeat -- and it comes from embracing the spirit and energy of each building and city, and collaborating with artists and designers who bring it to life.

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communication pillars -Soulful -Diligence -Design -Culture -Hospitality

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I DE N T I T Y E L E M E N T S

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P r i m a ry L o g o A Logo is something that is recogonizable in any circomstance. A brand should be able communicate what they represent off first look and have something that respresents themelves visually and aesthetically in a seamless way. This is a logo indentity system. Elements of color and dimension with many uses. Ace has created a logo system that can be pulled apart and sown back together for countless uses.

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E ACE

G E T LUC K Y

ESTD 1928

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E ACE

G E T LUC K Y

ESTD 1928

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The Ace Hotel logo may be resized as necessary. However, it should follow these minimum size requirements to ensure that it is still readable, even when scaled to smaller dimensions.

Minimum Print Size: 84 x 124px

Minimum Digital Size: 1.17 x 1.75 in

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E ACE

G E T LUC K Y

ESTD 1928

E ACE

G E T LUC K Y

124px (1.75in)

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ESTD 1928

84px (1.17in)

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s e c o n da ry L o g o The Ace logo must have space to breathe, with rules concerning spacing and margins. It should not be cramped or overshadowed by other visual distractions. The logo and logotype are to be used by themselves but only used together in company with the whole signature. The Ace type logo may be shrunk down to an 8pt font, the logo itsleft can be shrunk down to 0.7 x 0.9 in.

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Color

HEX: #ffffff

Primary Color Palette

RGB: 255 255 255 CMYK: 0 0 0 0

The primary color palette is our resting place. It is designed to be used in situations where the brand palette is not being

HEX: #000000

used. For instance, use these colors sparingly only on white,

RGB: 0 0 0

black, or non-duotoned photography.

CMYK: 0 0 0 100

Secondary Color Palette

HEX: #F0F2F0 RGB: 242 243 240

The secondary palette consists of six main colors. These

CMYK: 4 2 4 0

colors complement the primary palette and are used to create emphasis and promote variety in content.

HEX: #9EA697 RGB: 156 165 150 CMYK: 41 27 41 1

HEX: #39402F RGB: 57 64 47 CMYK: 67 53 75 53

HEX: #637433 RGB: 99 116 51 CMYK: 61 37 99 21

HEX: #6C735D RGB: 109 116 94 CMYK: 57 42 64 18

HEX: #112717 RGB: 17 39 23 CMYK: 79 54 80 74

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Typography Two standardized fonts have been chosen for the Ace Hotel name brand identity. They are to be used in all printed and online communications. Each of the typefaces was selected for its visual compatibility with the museum and for its ability to convey a personality that is consistent with our brand story.

Only use the weights and styles shown on this page.

Primary Typeface Source Serif Variable

Source Serif Variable CAPS A B C D E F G H I J K L M N O P Q R S T UVWXYZ 1 2 3 4 5 6 7890

Source Serif Variable Regular A B C D E F G H I J K L M N O P Q R S T UVWXYZ 1 2 3 4 5 6 7890 abcdefghijklmnopqrstuvwxyz1234567890

Secondary Typeface PT Serif

PT Serif CAPS ABCDEFGHIJKLMNOPQRSTUVWXYZ123456 7890

PT Serif Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ123456 7890 abcdefghijklmnopqrstuvwxyz1234567890

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U nac c e p ta b l e U s e s The consistent and correct application of the hotel/motel name signature is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the restaurant signature.

- Never substitute type in the logo.

-Never alter the colors in the logo.

-Never put other words or phrases inside the logo.

- Never tilt the logo.

- Never distort the shape of the logo.

- Never alter the proportions of the logo in any way.

- Never add elements inside or over the logo.

- Never rearrange the elements of the logo, unless there is a special usage - Never reverse the brandmark to white, unless it appears over a colored or grayscale image for special uses such as an advertisement or automobile wrap.

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I m ag e L i b r a ry A carefully managed approach to selecting photography and/ or illustration will distinguish the hotel/motel name brand and create a lasting impression. The general photographic categories for image selection, environments and people.

Using images from these categories can help support brand story. It is important to select imagery that is dynamic, celebratory, and emotionally engaging.

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I DE N T I T Y A P P L IC AT IO N S

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Business Cards

The front of the business card contains the Ace Hotel signature with….. All contact information and website are located on the back. Colors used full-color CMYK. The color used on the back is full-color CMYK of the Ace’s specialty green.

25

Letterhead

The letterhead contains the signature and contact information. Colors used on the front of the letterhead are full-color CMYK.

27

No. 10 Envelope

The #10 two-color square flap envelope contains the Ace Hotel signature and contact information. Colors used on the parent sheet of this converted envelope are full-color CMYK. Adequate white space around the logo allows the logo to be prominent. A general writing space for the company, person, and address uses the margins below.

29

Gift Store Bag

Gift store bags contain the hotel signature and website. Colors used are full-color CMYK.

Coffee Cup

In hotel coffee cups contain the hotel signature and exhibit title and dates. Colors used are full-color CMYK.

Room Towel

Room towels contain the hotel signature and exhibit title and dates. Colors used are full-color CMYK.

Hotel employee shirts

Hotel Employee shirts contain the Hotel signature and exhibit title and dates. Colors used are full-color CMYK.

31

Plate

Plates contain the hotel signature and ….. Colors used are full-color CMYK.

Lounge Towels

Lounge towels contain the hotel logotype, ….. Colors used are full-color CMYK.

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Digital Media

Digital media will be accessed through a website, Facebook and Instagram as a driving force of advertising and sharing our brand story. We will encourage people to engage us with photos of themselves in our beautiful space and with our exceptional exhibits. Special events can also be promoted here.

Part II. Select

ted Identity Applications / Presentation Deck

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Environmental Signage/ Outdoor Advertisement

Signage helps people identify, navigate, and understand environments. All interior directional signage will utilize the hotels signature and supporting photographic and illustrative imagery. All outdoor advertisement banners will utilize the hotels primary signature and supporting photographic/ illustrative imagery.

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Selected Identity Applications Vehicle Wrap Hotel Van

All vehicle wraps will utilize the hotels primary signature and supporting photographic/illustrative imagery.

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C O N TAC T

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C o n tac t I n f o r m a t i o n For Questions Brad Wilson, Kelly Sawdon, and Stefanos Economou Account Executive phone 312-764-1919 frontdesk.nola@acehotel.com Design Inquiries Izayah Alvarez Creative Director, Designer 760-844-2062 ialvarez@acehotel.com Legal Information acehotelnola.com/legals

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TH

E ACE

G E T LUC K Y

ESTD 1928

Brand Identity + Guidlines