Faro Blanco Resort Brand Book & Guidelines

BRAND POSITIONING

Authentic. Discerning. Elevated.

We are a scenic shore on Florida Bay in the heart of the Florida Keys. Unlike anything else, Faro Blanco Resort is a destination for discerning travelers that elevates true, authentic adventure and the rewards of relaxation.

OUR STORY

A Welcoming Oasis

We are a union of distinctive properties with a shared history of providing guests with a seamless, resort-sized experience of authentic hospitality and celebration of the natural rhythms of the Florida Keys. We are a sanctuary and welcoming oasis for travelers to drop anchor in our colorful marinas, reflecting tucked-away bungalows, private rooms, and suites framed by the simplicity of scenic vistas and natural beauty.

BRAND ESSENCE

What We’re About

Captured Moments, Timeless Elegance

We are an authentic, historic beacon for discerning travelers seeking to connect and enjoy luxurious, unspoiled Florida Keys adventures of sun, sand, sea, and exceptional service.

BRAND PILLARS

Epic Arrivals

Arriving at Faro Blanco Resort by Rover, Yacht, Jeep, Jet, or Chevy Pickup may conjure pictures of the fussy privileged, but it shouldn’t! Once you arrive, the sweet scent of absolute freedom levels the field to an exotic group of travelers sharing the same experience of victory against incredible odds. It’s a beautiful welcome to an epic journey with memorable friends and experiences on the sand and sea.

Immersive Experiences

From a haven of luxury to spectacular excursions, amazing sights and marine life, incredible feats of skill or luck, and sunsets that never fade, the Faro Blanco offer stands—go find out! Go experience turquoise clear waters and a white sandy bay. Go dive the deep blue or float dockside in one of our four pools. Order up the best of the best day you have ever had and experience it all at Faro Blanco Resort.

Enduring Connections

Connect to a world filled with fascinating, boundless experiences of bright sun, sea, and sky, fueled by phenomenal fresh food, lively drink, and handsome accommodations provided by a staff of seasoned experts.

The locals know the best connections, so Faro Blanco buzzes with a low-key frequency of friendly neighbors, travelers, guests, and staff. On the bayside lawn, beach, dock, deck, room, or marina, people come together to share a story, toast the occasion, celebrate the sunset, or be in the moment known on the charts as Faro Blanco Resort.

BRAND PERSONALITY

We are contented and awakened by the beauty and bounty of the sea and the time spent here welcoming old and new friends. We cherish the unique opportunities in the middle of the Keys, and are eager to share them. We are a happy crew who usually forgos glittery destinations or pretentious posturing for the tranquility and adventure of Faro Blanco Resort.

We respect where we are, nature, authentic living, and the fulfillment of adventure and honest pursuits, even if sometimes unorthodox.

We are...Genuine, Generous, Natural, Candid, Fun, Connected, Iconic

BRAND VOICE

We are the heart of the Florida Keys and communicate an exuberant enthusiasm for exploration, relaxation, fun, and adventure. We speak with a genuine expectation of good and a passion for our location, nature, and people. As a true icon of the Florida Keys, we strive to enrich the experiences of all who visit.

Brand Voice

Relaxed and Fun

Passionate, Genuine and Generous Secure, and Confident

Key Messaging

We are (in) the heart of the Florida Keys. Expectation of Good Connect with fellow travelers and locals

LOGOS

The Faro Blanco Resort logo has been designed to encompass the elements with a focus on our iconic lighthouse. While the fonts speak to a confident proclaimation with flair, the icon with it’s sun and moon spiral within a wave centered on our favorite lighthouse, the Faro Blanco lighthouse.

The Primary Logo Color exudes a sense of calmness and strength. It’s intense hue has an appealing quality and captures attention creating a captivating atmosphere and sense of mystery. It has been prominent throughout history symbolizing nobility and is often associated with harmony, trustworthiness, depth and stability.

C: 95 / M: 78 / Y: 49 / K: 52

R: 15 / G: 40 / B: 62

HTML/WEB: #0f283e

PANTONE: 282C

LOGO HIERARCHY AND USE

Below are the primary logo, secondary logo, sub-mark or icon, and wordmark. By establishing a clear logo hierarchy in branding documents, we ensure that the logo is used consistently and effectively across various platforms, materials, and contexts. This strengthens the brand’s visual identity and helps maintain a professional and cohesive image.

Primary Logo

The most detailed and comprehensive version featuring the brand’s full name, tagline and symbol.

Submark Logo

A simplified and alternative version for use in smaller spaces or on specific products such as specialty items. Icon

A simplified, standalone symbol that represents the brand in digital or app applications.

Wordmark

The text-based wordmark logo includes only the brand name without any additional symbols or taglines to be used where display of the full logo would be too small.

LOGO USEAGE

Preserve the brand’s integrity by presenting the logo in black, white, or a brand color. Ensure the logo is correctly proportioned and has the recommended spacing around the logo as published in the Brand Book. Do not alter the logo in any way. Do not place the logo on busy images, lowcontrast backgrounds, non-brand pattern backgrounds, or anything that causes illegibility. Third parties need permission to use the logos unless it is for editorial or informational purposes.

MINIMUM SIZE

In order to ensure legibility and visual prominence, the Faro Blanco Resort logo should never appear smaller tha the minimum sizes specified here.

BRAND COLORS

Brand Color Palettes reflect much about the brand’s personality, pillars, and essence.

Our Brand Color Palette resonates harmoniously with our values, tone, brand allure, location, and environment, reassuring us of our alignment with the brand’s vision.  It reflects our energy, location, enthusiasm, fashion, and natural elegance. It encompasses our island vibe of hospitality, authenticity, adventure, and calm relaxation.

Water Sports

C: 66 / M: 6 / Y: 16 / K: 0

R: 66 / G: 183 / B: 206

HTML/WEB: 41b7ce

PANTONE: 3545 CP

Clear water shallows often reflected onto the sky.

Emotional stability

Reflection, internal awareness

Clarity and balance

Innovation and creativity

Vibrant and energetic

Cola

C: 80 / M: 40 / Y: 0 / K: 0

R: 0 / G: 134 / B: 214

HTML/WEB: 0088dc

PANTONE: 2194

Of water and sky.

Exciting yet calming and soothing

Serenity, communication, and reliability

Trust and security

Creative and openness

C: 5 / M: 53 / Y: 100 / K: 0

R: 237 / G: 139 / B: 0

HTML/WEB: ed8b00

PANTONE: 144C

Sunrise, sunsets and the big influence of the sun in the Keys.

Optimism and enthusiasm

Creative, happy and playful

Collaboration and innovation

Vibrant, health, energy, and well-being

Rustic Greige

C: 96 / M: 33 / Y: 44 / K: 15

R: 168 / G: 159 / B: 142

HTML/WEB: #a889f8e

PANTONE: 2331C

Of sand, wood, and stone.

Neutrality, timelessness

Practicality

Warmth, comfort, and contentment

Calming and soothing

Relaxation

C: 70 / M: 9 / Y: 61 / K: 47

R: 60 / G: 65 / B: 64

HTML/WEB: #3b403f

PANTONE: Black C

Recollective of historic iron cannons, anchors and rustic ship fittings.

Sophistication and elegance

Comfort and security

Calmness and relaxation

Professionalism and strength

Madison Avenue

Blue

Clear Orange