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BRAND EXPERIENCE

Values | Pillars | Stories | Elements

PLAYA LARGO RESORT & SPA

“We are an experience company that also sells hotel rooms.”

020724

BRAND EXPERIENCE Table of Contents

Who We Are, Location & Values . . . . . . . . . . . . . . . . . . . . . . 3 Location. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Values. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Brand Pillars. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Connect to the Natural. . . . . . . . . . . . . . . . . . . . . . . . Play in the Sand. . . . . . . . . . . . . . . . . . . . . . . . . . . . Live on Island Time . . . . . . . . . . . . . . . . . . . . . . . . . .

6 7 8 9

Brand Language, Script & Stories. . . . . . . . . . . . . . . . . . . . . Inclusive Language . . . . . . . . . . . . . . . . . . . . . . . . . . Brand Script . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Brand Stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

10 11 12 13

Brand Elements Playa Largo Resort & Spa. . . . . . . . . . . . . . . . Imagery. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Wordmark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Tagline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Font Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . Weddings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

14 15 16 17 18 21 22 23

Brand Elements - Outlets . . . . . . . . . . . . . . . . . . . . . . . . . . La Marea . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Sol by the Sea. . . . . . . . . . . . . . . . . . . . . . . . . . . . . Las Olas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . SandBar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ocean Spa. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Playa Kids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Club Playa . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Playa Largo Trading Company. . . . . . . . . . . . . . . . . . . . Eventide. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Los Cayos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . The Hammocks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Brand Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Brand Elements . . . . . . . . . . . . . . . . . . . . . . . . . . . .

24 26 29 31 34 36 38 40 42 44 46 48 49 50

Brand Book. What is it? . . . . . . . . . . . . . . . . . . . . . . . . . . .

The information contained herein is subject to change. Please check to make sure you are using the latest edition.

WHO WE ARE | LOCATION & VALUES

Who we are Location About an hour south of Miami and accessible by car, boat, or seaplane is Playa Largo Resort & Spa. This premiere destination is a rare treasure in the spectacular Florida Archipelago, popularly known as The Florida Keys and Key Largo. As one of the newest resorts in the Keys, Playa Largo is carefully designed to fit within the tropical native environment. With 14.5 waterfront acres, a white sand beach, clear waters, and soaring green canopies, the resort is a tropical paradise of palms, distinctive gumbo limbo trees, orchids, flowering plants, birds, and butterflies. It’s also the place to see dolphins, manatees, osprey, and other extraordinary Florida wildlife. Playa Largo Resort’s attractive meeting facilities, courtyards, and luxurious ballroom offer multiple indoor and outdoor options as well as indoor and outdoor dining, bars, and shopping. Tastefully appointed accommodations include rooms or suites, charming bungalows, or a selection of luxury beach houses. A large bay front pool and private marina provide abundant recreation opportunities, water sports, tours, fishing, and Eco trips on Florida Bay. Full spa services are available in the sensational Ocean Spa. Live music and activities ensure there is something for everyone to do at Playa Largo Resort & Spa.

Take Aways • Playa Largo in Key Largo is an hour south of Miami, in the Florida Keys. • It is a large waterfront resort accessible by car, boat, or seaplane. • There are ample facilities for large groups, parties, and weddings. • There are multiple restaurants and bars, a beach and beach-side pool. • There is a private marina and full-service spa. • There are always celebrations, events, music and activities happening. 4

Who we are Values Our Mission Our Mission is to provide unparalleled experiences by delivering exceptional hospitality, products, and services in an atmosphere of natural beauty, luxury, relaxation, and respect for our guests, staff, and the environment.

Our Vision We develop, operate, and deliver extraordinary opportunities for memorable times of elevated enjoyment. We offer top-tier accommodations, dining, entertainment, exceptional meetings, celebrations, and wedding facilities. To that end, we constantly care for and showcase our unique ecosystem, elegant amenities, exceptional services, and friendly professional staff.

We Believe Regarding the Florida Keys, we believe care and sustainability are more than “buzzwords.” They are action items central to our core beliefs, professionally and individually. Care and sustainability have allowed The Keys to remain until this day and hopefully into the future. It is also the bedrock of our success to care for and sustain our environment, guest relationships, pleasing products, and satisfying services to keep and attract new business to the Keys for today and tomorrow. 5

WHO WE ARE | BRAND PILLARS

Who we are Brand Pillars Connect to the Natural Brand Adjectives: Experiential

Luxurious Natural Genuine Inspirational Balanced Idyllic Vibrant

We are all about the natural beauty. Clear water, waves, bright sun, white sand, unique birds, and botanicals. The fresh air and the breathtaking sunsets. Our very orientation faces west to the sunset and the vast bay, with its sandy bottom and clear, calm waters. At Playa Largo, we are natural beauty and connect people to the natural in a way that creates appreciation for the small moments and the big picture. Like an exotic island vacation without a passport, we offer a special connection to the natural: the sun, sand, and sea and their transformative restorative qualities. We take pride in pointing out that nature can be experienced here. Swim with fish, splash with dolphins, spot a manatee, and behold the butterflies. We come together and acknowledge the grandeur of it all with a nightly celebration of sunset that cherishes the close of another perfect day.

Take Aways • We celebrate the pristine, natural ecosystem of Playa Largo. • The orientation of the resort offers enhanced perspectives and views. • Our ecosystem is on the vast bay with its white sand bottom and clear, calm waters. • The connection to nature creates a deep, memorable appreciation. • We are an island vacation retreat where you don’t need a passport. • A connection with sun, sand, and sea is transformative and restorative. • An abundance of wildlife can be encountered here. • We have a daily ritual celebrating the sunset and the close of the day. 7

Who we are Brand Pillars Play in the Sand Brand Adjectives: Artful Authentic Whimsical Magical Romantic Unique Wellness Whether sifting sand through your fingers and toes, building sand castles, or taking long walks, it is oddly enjoyable and a happy metaphor for your inner child and exploring new adventures. We bring a sense of exploration, play, and wonder with uncomplicated environments and experiences. Stroll the beach or splash in the clear shallows of the bay with its white-sand bottom. Wander tree-lined pathways, gain the advantage in Bocce Ball, or strike up a conversation at the SandBar. We engage and expand each of your senses. Be inspired by our world-famous sunsets. Hear the sounds of music and soothing waves. Take in the intoxicating scents of tropical flora and salty sea spray. Savor a taste of our native cuisine, and touch the hand of a loved one with whom you’ve come to enjoy this magnificent escape.

Take Aways • A physical connection to the earth (sand) is therapeutic. • Playing in the sand encourages exploration and adventure. • We encourage a sense of wonder with uncomplicated experiences. • White sand covers our beach and the bottom of crystal clear Florida Bay. • There are numerous places to explore nature at Playa Largo. • Playa Largo offers a spectacular vantage point for beautiful sunsets. • There are many sights and sounds to be experienced. 8

Who we are Brand Pillars Live on Island Time Brand Adjectives: Relaxed Liberating Genuine Rejuvenating Refreshing Adventurous Fun Live longer and healthier on Island Time! The most natural way to stay physically and emotionally healthy is to connect with nature, family, and friends in the relaxed, leisurely pace of Playa Largo Resort & Spa. Here, the unique appeal of the Florida Keys becomes apparent as time is spent refreshing the spirit and healing the soul. Our bright tropical setting invites you to exhale, relax your shoulders, and let waves of rejuvenating tranquility gently wash away stress. It’s time well spent connecting to others and breathing the life of nature in one of the most exotic and beautiful landscapes on earth. On Island Time, there is hammock time, reading a good book time, family time, friends time, and even snuggle by the fire time and hot chocolate S’mores family time. Our staff will ensure you feel right at home here on Island Time.

Take Aways • Our white sand and clear water can be highly therapeutic. • Exploration and play is for all ages. • Our environment is uncomplicated and natural. • There is always something exciting to be discovered at Playa Largo. • There are many activities and interesting things to do. • The sunsets at Playa Largo are world-famous. • The sounds of the Keys are soothing. 9

BRAND | LANGUAGE, SCRIPT & STORIES

Brand Inclusive Language and Script By listening, understanding, and incorporating our brand script highlighted with “Brand Adjectives,” a compelling presentation of the resort, its benefits, features, and amenities may be cohesively implemented and maintained. Tailoring our words creates a beneficial distinction with the client, prospective clients, and staff. Active Adventurous Artful Authentic Balanced Beautiful Blended Bohemian Bold Brave Bright Calm Carefree Casual

Colorful Confident Crafted Cultured Elegant Elevated Entertaining Experiential Friendly Fun Genuine Harmonious Healthy Idyllic

Inclusive Inspirational Inviting Island Liberating Luxurious Magical Modern Natural Personalized Positive Premium Playful Quality

Refreshing Rejuvenating Relaxed Retreat Rich Romantic Subtle Sustainable Timeless Traditional Tranquil Unique Variety Vibrant

Welcoming Wellness Whimsical Youthful

Take Aways Consistent use of Brand Adjectives in conversations about the Resort and specific amenities and services builds a lasting brand awareness. • Each amenity and service is unique with unique Brand Adjectives. • An effective Script will incorporate the Brand Adjectives. • Brand Adjectives build beneficial distinctions with guests and staff. 11

Brand Brand Script • A friendly island retreat, timeless yet surprising: the heart of the resort provides guests with their own paradise. • An engaging array of possibilities to balance, relax, rejuvenate, entertain, inspire, and awaken, surrounded in a bay side environment of water and flora, sun and sand, and sights and sounds. • A youthful adventure of discovery, self, and surroundings on 14.5 acres of beach, tropical pathways, pools, and places to explore. Designed for families and memorable fun for all ages. A place to launch adventurous days and dreams of treasure, exploration, discovery, and “fun!” • We take food seriously and invite everyone to settle into an appetizing meal at the water’s edge, grab a bite, or peruse a plentiful banquet spread. Our selection of cuisines includes comfort food favorites, traditional with a tasty flair, or exquisite exotics with ample provisions for every taste. • Fresh ingredients, locally sourced and chef-inspired dishes. • Dine on the beach, in the water, bay side, court side, or inside. • Four island inspired restaurants and bars from which to select. • A most empowering destination perfect for working inspiration, restful relaxation, and enjoyable entertainment. With an extensive collection of venues activated to facilitate, inform, and evoke your best time well spent. • Corporate-ready board and meeting rooms and private dining. • Playful dining on the beach or in the water! • Food and drink delivered to your table or chair no matter where. • Work and play are in an outdoor living crafted to facilitate individual relaxation styles. Designed to keep you comfortable and close by. Our west-facing orientation provides optimal ocean and sunset views with amply covered walkways and thoughtful placement of resort amenities and necessities. • A varied selection of accommodations and access. Find yourself in a single room, double, or suite of rooms. And, for larger groups and families, secure one of ten 2-story bungalows or a selection of 3-story beach houses. 12

Brand Brand Stories The Eco-Oasis At Playa Largo Resort & Spa, we are committed to sustainability and environmental stewardship. Our story is one of harmony with nature. Located within the Florida Keys National Marine Sanctuary, we offer the opportunity of total immersion into the captivating beauty of the local ecosystem. From kayaking through mangrove forests to snorkeling in vibrant coral reefs, every experience is designed to foster a deep connection with the environment. We’ve also implemented Eco-friendly practices throughout the resort, ensuring that your stay provides relaxation and supports the preservation of this breathtaking destination for generations to come.

The Love Story Playa Largo Resort & Spa is where love stories come to life. Stories of romance and unforgettable moments set against the clear waters and swaying palm trees. We specialize in dream weddings and intimate getaways. Vows exchanged on the beach at sunset or a celebrated anniversary, with our “every detail is perfect” dedicated team. Enjoy candlelit dining on the pier or couples’ spa experiences; Playa Largo is where love blossoms and memories are eternally cherished.

Escape to Paradise Set along the pristine shores of Key Largo, Playa Largo Resort & Spa welcomes travelers seeking to escape the ordinary and embrace the extraordinary. We are a destination of unparalleled luxury and natural beauty. From the moment you arrive, you’ll be enveloped in the tranquil ambiance of the Florida Keys and our sanctuary of relaxation and rejuvenation. Escape poolside or seaside, lounge with a spa treatment inspired by the sea, or savor a fresh catch for dinner; Playa Largo invites the unforgettable in a true tropical paradise.

BRAND ELEMENTS | IMAGERY

Brand Elements Imagery Photos present quick yet powerful messages; a picture is worth a thousand words. This document offers carefully selected photographs, logos, and images to convey our brand messaging. Are we turtlenecks or ties, simple or complex, natural or contrived? Observing our message conveyed through visual brand elements is foundational to crafting and evolving favorable, actionable consumer sentiment and perceptions. While messaging may be presented simply as a visual image, it does not exclude taste, experience, scent, or sight, evoking a positive emotion, feeling, or memory associated with Playa Largo Resort. Combining and presenting our multiple elements into a cohesive, planned presentation of our best and ideal persona is the job of marketers. Supporting brand efforts ensures solid and sustainable results.

Photography A thousand-word story in a single photograph! View this book’s photo pages as approved Mood Boards for Brand Imagery.

Logos & Iconography Playa Largo Resort & Spa has multiple logos, patterns, taglines, fonts, and branding elements in use. Each is instrumental in supporting the various opportunities, products, services, and outlets available at the resort.

Fonts Fonts speak a lot louder than we think they do. Playa Largo Resort & Spa utilizes two unique fonts in its branded communications: Gotham is a modern font family of book, medium, and boldface sans-serifs communicating friendly confidence through its modern simplicity. Baskerville Regular is a traditional serif font perfect for reading, information, and sub-head call-outs. It is one of the most popular fonts used for books. It is so famous that it is an option for Kindle e-readers. 15

Brand Elements Playa Largo Resort & Spa Brand Colors Color is a powerful visual tool. Playa Largo Resort & Spa identity will be greatly enhanced by consistent use of the approved color palette. The following color has been chosen for use as the PMS color in all Playa Largo Resort & Spa print and web applications. The numbers below each swatch are the CMYK (or process color) values, along with RGB and HTML values. Colors specific to digital are indicated as HTML/WEB.

PRIMARY COLOR

C: 96 / M: 0 / Y: 11 / K: 0 R: 0 / G: 175 / B: 219 HTML/WEB: 00afdb PANTONE: 312

SECONDARY COLOR PALETTE

C: 47 / M: 00 / Y: 23 / K: 00 R: 131 / G: 207 / B: 204 HTML/WEB: 83cfcc PANTONE: 324 (closest)

C: 48 / M: 0 / Y: 6 / K: 0 R: 120 / G: 208 / B: 233 HTML/WEB: 78d0e9 PANTONE: 312 (50%)

C: 0 / M: 40 / Y: 90 / K: 0 R: 250 / G: 166 / B: 52 HTML/WEB: faa634 PANTONE: 1375

C: 0 / M: 0 / Y: 0 / K: 45 R: 157 / G: 159 / B: 162 HTML/WEB: 1b75bc PANTONE: Cool Gray 5

Brand Elements Logos - Playa Largo Resort & Spa Logo: Inspiration for the Playa Largo Resort & Spa combination mark logo was found in nature, and it is often a “random” organization that renders stunning beauty in simple complexity. The derived essence celebrates nature and its beauty through naturally occurring elements artistically ordered into three components: the Starfish, the circular “expanding” Mosaic, and the fonts selected to render the resort name. Sub-mark logo: The Sub-mark logo is an altered version of the logo mosaic pattern. In this logo (mosaic), the center starfish has been removed and replaced with the completion of the Mosaic pattern center. Logo formats: Logos may be used in the brand colors, black or reversed. All may be used on appropriate photo backgrounds as necessary. No other color combination should be used unless the Corporate Managing Creative Team approves.

PMS 312

1-color Black

Reversed white

PMS 312 20%

PMS 324 20%

White Reversed 20%

Sub-Mark Logo - recommended use is as a 9% - 20% screened complement centered on the Playa Largo logo mosaic or, partial placement on a document or photo.

Brand Elements Wordmark Logo - Playa Largo Resort & Spa Wordmark Logo: The Wordmark logo allows the unique name of the Resort to be displayed alone. While adhering to the Brand Standards ensures unified communications, the Wordmark logo should be considered a creative exception. The nature of the Playa Largo Resort & Spa logo defies certain applications. Use the Wordmark logo when advantageous for design or available space in situations that do not allow the entire logo to be displayed. In such circumstances, use the configurations below with the approval of the Creative Director.

Wordmark Logo Examples

PMS 312

1-color Black

Reversed white

Wordmark Logo paired with the Sub-Mark Logo

Sub-Mark Logo - recommended use is as a 9% - 20% screened complement centered on the Playa Largo logo mosaic or, partial placement on a document or photo. 18

Brand Elements Logo - Isolation Zones Any display of the Playa Largo Resort & Spa logo should not be crowded or touch other elements such as other logos, type, and busy background images within a display. It should be surrounded by ample space and kept clear of all other elements. Below are “isolation zones” that use a portion of the logo for easy determination of appropriate, necessary space around the logo for proper display.

Height of P determines isolation zone

Logo - Minimum Sizes

1.5” wide

The Playa Largo Resort & Spa logo should always be presented in a readable size. It is that the size of the logo not be displayed smaller than 1.5” in width.

Brand Elements Logo - Prohibited Alternations The Playa Largo Resort & Spa logo should always be displayed in correct, consistent form whenever used. This is vital to the brand identity and its recognition in the marketplace. Alterations to the logo are strictly prohibited. Use the specific logo files provided to ensure that they displayed in correct form. Note: The prohibitions described below are applicable to all logos presented in this book.

Do not change or distort the elements of the logo under any circumstances.

Do not reformat the logo.

Do not alter the colors of the logo. Follow specified color guidelines.

Brand Elements Tag Line Icon - Pearl of the Florida Keys Tag Line Logo: The tagline for Playa Largo Resort & Spa is “Pearl of the Florida Keys.” It is as simple as it is profound. With this subtle declaration a statement of position and precedent over the entirety of the Florida Keys is claimed. Leave it to another to disprove. They cannot. Claiming and using the imagery of a “pearl” brings to the imagination a rare thing of great beauty; a treasure found; a priceless jewel produced by nature itself. The design of the Tagline was derived from a font named Johann Sparkling. It was created as a perfect imitation of the handwriting of an educated person of the 18th century. The Tagline usage is not mandatory, however helpful when used appropriately on Resort communications. Logo Formats: Logos may be used in the brand colors, black or reversed. All may be used on appropriate photo backgrounds as necessary. No other color combination should be used unless approved by the Corporate Managing Creative Team. Tagline Icon Formats: Single line display

Double line display

Four line display; Tight letter spacing and open letter spacing

Brand Elements Font Guidelines The Playa Largo Resort & Spa logos have been matched with font families that carry the flavor and attitude of the brand identity. These fonts can be used consistently on all brand materials. For use in both headline, subhead and body copy:

Gotham Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ........................................................ For use in body type:

Gotham Book abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Gotham Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 ........................................................ For use in body type:, accent, call-to-actions:

BRAND IDENTITY TYPEFACE APPLICATION

THE MARINA GRILL SUNSET COCKTAILS THE HEMINGWAY

2oz. Rum 1/4 oz. maraschino liqueur 3 dashes grapefruit bitters 1/2 fresh lime squeeze

................................... THE SUNSETTER

2oz. Vodka 1/4 oz. maraschino liqueur 3 dashes grapefruit bitters 1/2 fresh lime squeeze

Gotham Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Baskerville Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 22

Brand Elements Wedding Brand Color Selection As a guide for wedding-related items the following Playa Largo Resort & Spa Wedding Brand Colors are applicable. They are your “go-to” colors for print, display and electronic usage. Special needs may be considered for seasonal or special events. Please consult the Creative Director for approval on such changes. The following color has been chosen for use as the PMS color in print and web applications. The numbers below each swatch are the CMYK (or process color) values, along with RGB and HTML values. Colors specific to digital are indicated as HTML/WEB. PRIMARY COLOR

C: 96 / M: 0 / Y: 11 / K: 0 R: 0 / G: 175 / B: 219 HTML/WEB: 00afdb PANTONE: 312

C: 42 / M: 15 / Y: 9 / K: 0 R: 145 / G: 187 / B: 211 HTML/WEB: 91bbd3

C: 31 / M: 5 / Y: 23 / K: 0 R: 178 / G: 211 / B: 200 HTML/WEB: b2d3c8

C: 1 / M: 17 / Y: 5 / K: 0 R: 247 / G: 216 / B: 221 HTML/WEB: f7d8dd

C: 1 / M: 8 / Y: 50 / K: 0 R: 255 / G: 228 / B: 148 HTML/WEB: ffe494

BRAND ELEMENTS | OUTLETS

Brand Elements Outlets When presented with attractive opportunities, guests are likely to shop for new resort wear, grab some drinks, have a meal, or enjoy a massage, and Playa Largo Resort & Spa has outlets for each. However, because of competition and evolving trends, increasing customer awareness and driving sales may be challenging. With many unique outlets across 14.5 acres, good branding is helpful to introduce, maintain, and grow profitability for each outlet. From food & beverage to services and retail goods, Playa Largo Resort & Spa relies on the viability of its outlets. The following pages introduce Playa Largo’s outlet logo guidelines necessary to maintain the brand.

ME DI T E RRANE AN C U I S I NE

Brand Elements Logo + Color - La Marea La Marea (The Tides) is the premier restaurant of Playa Largo Resort & Spa. La Marea offers a timeless elegance to any dining experience by overlooking the Miramar Courtyard just off the pool deck. Floor-to-ceiling glass walls that effortlessly open onto the walled Miramar Courtyard present a choice of dining inside, covered outside, or with open sky in the Courtyard. The direction for the La Marea logo was a combination of the font Allura to depict waves on the incoming tide. Additional enhancement of the font created the logo we have today. The following color has been chosen as the PMS color in all color signage, print, and web applications. It may also be presented in black or in reverse. The numbers below the swatch are the CMYK (or process color) values and RGB and HTML values. COLORS SPECIFIC TO THE WEBSITE ARE INDICATED AS HTML/WEB.

C: 85 / M: 54 / Y: 0 / K: 37 R: 23 / G: 77 / B: 130 HTML/WEB: 174d82 PANTONE: 7693

ME D IT E RRANEAN CUISINE

PMS 7693

MEDITERR A NE A N C U I S I NE

1-color Black

M E D I T E R R ANE A N C U I S I NE

White Reversed

Brand Elements Logo Isolation Zone Surround the LaMarea logo with ample space and kept clear of any other elements and busy background images. The “isolation zone” around the logo is indicated in the figure below. All other elements used should appear far enough away, outside of the isolation zone, so that they appear independent. height of L determines isolation zone

Logo - Minimum Sizes The LaMarea logo should always be presented in a readable size. It is that the size of the logo not be displayed smaller than 1.5” in width.

1.25” wide

Brand Elements Logo - Prohibited Alternations The LaMarea logo should always be displayed correctly and consistently whenever used. Correct logo usage is vital to the brand identity and its recognition in the marketplace. Alterations to the logo are strictly prohibited. Use the specific logo files provided to ensure that they are displayed in the correct form. Note: The prohibitions described below are applicable to all logos presented in this book.

Do not change or distort the elements of the logo under any circumstances.

Do not reformat the logo. ME D ITERRANEAN CUISINE

Do not alter the colors of the logo. MEDITERRANEAN CUISINE

Follow specified color guidelines.

Brand Elements Logo + Color - Sol by the Sea Sol by the Sea is the public access bay side restaurant of Playa Largo Resort & Spa. Overlooking Florida Bay, just off the marina dock, Sol by the Sea offers a rustic, romantic beach shack ambiance accented with charming decor and a dash of Bohemian culture. Enjoy dockside dining amidst white-washed tables, pastel fabrics, and driftwood benches. Sol’s bay side location under the bright Florida sun inspired the Sol by the Sea logo design. Its abstract depiction of sun rays combined with negative space and Eras Light for the “S,” “L,” and “BY THE SEA” render a light motion colored in bright orange. The orange color chosen for the SOL logo is for all color signage, print, and web applications. It may also be presented in black or in reverse. The numbers below the swatch are the CMYK (or process color) values and RGB and HTML values. COLORS SPECIFIC TO THE WEBSITE ARE INDICATED AS HTML/WEB.

C: 00 / M: 40 / Y: 90 / K: 00 R: 250 / G: 166 / B: 52 HTML/WEB: faa634 PANTONE: 1375

PMS 1375

1-color Black

Reversed white

Brand Elements Logo Isolation Zone Surround the Sol by the Sea logo with ample space and keep it clear of any other elements and busy background images. The “isolation zone” around the logo is indicated in the figure below. All other elements should appear far enough outside the isolation zone to appear independent.

Width of L determines isolation zone

Logo - Minimum Sizes The Sol by the Sea logo should always be presented in a readable size. It is that the size of the logo not be displayed smaller than 1” in width.

1” wide

Brand Elements Brand Colors - Las Olas Las Olas (The Waves) is the premiere lounge of Playa Largo Resort & Spa. Tucked away on the main Lobby level, Las Olas is a warm, inviting destination. This Key Largo bar and lounge offers classic Peruvian ceviche, an eclectic mix of tapas and sushi delights paired with authentic Sake. The following colors have been chosen for use together or separately as the PMS color in all color signage, print, and web applications. It may also be presented in black or in reverse. The numbers below the swatch are the CMYK (or process color) values, along with RGB and HTML values. COLORS SPECIFIC TO THE WEBSITE ARE INDICATED AS HTML/WEB. LOGO COLOR

LOGO COLOR

C: 74 / M: 20 / Y: 00 / K: 00 R: 17 / G: 161 / B: 220 HTML/WEB: 11a1dc PANTONE: 2925 (closest)

C: 79 / M: 10 / Y: 45 / K: 00 R: 00 / G: 168 / B: 157 HTML/WEB: 00a89d PANTONE: 7473 (closest)

C: 97 / M: 70 / Y: 33 / K: 16 R: 14 / G: 78 / B: 116 HTML/WEB: 0e4e74 PANTONE: 647 (closest)

LOGO COLOR

C: 84 / M: 49 / Y: 00 / K: 00 R: 00 / G: 119 / B: 200 HTML/WEB: 0077c8 PANTONE: 3005

C: 85 / M: 54 / Y: 0 / K: 37 R: 23 / G: 77 / B: 130 HTML/WEB: 174d82 PANTONE: 7693

LOGO COLOR

C: 85 / M: 50 / Y: 0 / K: 0 R: 27 / G: 117 / B: 188 HTML/WEB: 1b75bc PANTONE: 660(closest)

GRADIENT TOP/LITE TO BOTTOM/DARK TOP/LITE = 3005 BOTTOM/DARK = 7693

Brand Elements Logos - Las Olas Logo: The Las Olas logo invokes the feeling of a “deep dive” of differing styles represented by the swaying bubbles in an aquatic gradient of blue. Although easily discerned, it is a complex logo. Inspiration for the Playa Largo Resort & Spa combination mark logo was found in nature, and it is often a “random” organization that renders stunning beauty in simple complexity. The derived essence celebrates nature and its beauty through naturally occurring elements artistically ordered into three components: the Starfish, the circular “expanding” Mosaic, and the fonts selected to render the resort name. Logo formats: Logos may be used in the brand colors, black or reversed. All may be used on appropriate photo backgrounds as necessary. Unless the Corporate Managing Creative Team agrees, only the approved color combination should be used. Solid PMS 2945C and White

4-Color

GRADIENT TOP PMS 3015C TO BOTTOM 2945C

Gradient PMS 3015C to 2945C

White Reversed

PMS 2945C

1-Color Black

Brand Elements Logo Isolation Zone Surround the Las Olas logo with ample space and keep it clear of any other elements and busy background images. The “isolation zone” around the logo is indicated in the figure below. All other elements should appear far enough outside the isolation zone to appear independent.

Length of the second L in logo determines isolation zone

Logo - Minimum Sizes The Las Olas logo should always be presented in a readable size. It is that the size of the logo not be displayed smaller than 1.5” in width. 1’ 1/2 wide

Brand Elements Logo + Color - SandBar Playa Largo’s waterfront tiki, SandBar, is a welcomed oasis in the afternoon, a restful perch at sunset, and an early morning stop-off. It is also one of the best places to keep your toes in the sand while you order. SandBar reflects the essence of the Florida Keys with the sounds of the bay, music, and great drinks and lite bites. Bringing together the sand and the bar to mix up “barefoot cocktails” incorporates nature’s colors into a casual, rustic logo for this island destination. The following color has been chosen as the PMS color in all color signage, print, and web applications. It may also be presented in black or in reverse. The numbers below the swatch are the CMYK (or process color) values and RGB and HTML values. COLORS SPECIFIC TO THE WEBSITE ARE INDICATED AS HTML/WEB.

C: 58 / M: 00 / Y: 19 / K: 00 R: 93 / G: 199 / B: 209 HTML/WEB: 5dc7d1 PANTONE: 3105(closest)

4-Color

C: 9 / M: 23 / Y: 67 / K: 00 R: 231 / G: 193 / B: 110 HTML/WEB: e8c16e PANTONE: 7403 (closest)

1-color Black

C: 36 / M: 60 / Y: 80 / K: 24 R: 138 / G: 94 / B: 60 HTML/WEB: 8a5e3c PANTONE: 4635(closest)

PMS 3242C

White Reversed

Brand Elements Logo Isolation Zone Surround the SandBar logo with ample space and keep it clear of any other elements and busy background images. The “isolation zone” around the logo is indicated in the figure below. All other elements should appear far enough outside the isolation zone to appear independent. Width of S determines isolation zone

Logo - Minimum Sizes The SandBar logo should always be presented in a readable size. It is that the size of the logo not be displayed smaller than 1” in height.

1” height

Brand Elements Logo + Color - Ocean Spa Enjoy a blissful escapade with a selection of enviable spa treatments. Highlights include treatments to restore your body to balance and vitality at this Key Largo spa. If you find exploring the Florida Keys requires some quality time for relaxation. Playa Largo Resort & Spa has treatment rooms with private showers offering massage, unique body scrubs, facial, hair, makeup, and other therapies and services. Enjoy total relaxation and rejuvenation, focusing on the ultimate well-being of your body and soul. The following color has been chosen as the PMS color in all color signage, print, and web applications. It may also be presented in black or in reverse. The numbers below the swatch are the CMYK (or process color) values, along with RGB and HTML values. COLORS SPECIFIC TO THE WEBSITE ARE INDICATED AS HTML/WEB.

C: 47 / M: 00 / Y: 23 / K: 00 R: 131 / G: 207 / B: 204 HTML/WEB: 83cfcc PANTONE: 324 (closest)

4-COLOR logo

C: 76 / M: 29 / Y: 00 / K: 00 R: 32 / G: 148 / B: 210 HTML/WEB: 2095d2 PANTONE: 2925 (closest)

1-color Black logo

C: 97 / M: 70 / Y: 33 / K: 16 R: 19 / G: 78 / B: 116 HTML/WEB: 0e4e74 PANTONE: 647(closest)

PMS 324C

C: 85 / M: 50 / Y: 00 / K: 00 R: 27 / G: 117 / B: 188 HTML/WEB: 1b75bc PANTONE: 660 (closest)

White Reversed

Brand Elements Logo Isolation Zone Surround the Ocean Spa logo with ample space and keep it clear of any other elements and busy background images. The “isolation zone” around the logo is indicated in the figure below. All other elements should appear far enough outside the isolation zone to appear independent.

Height of S determines isolation zone

Logo - Minimum Sizes The Ocean Spa logo should always be presented in a readable size. It is that the size of the logo not be displayed smaller than 1” in width.

1” wide

Brand Elements Logo + Color - Playa Kids Play Kids specializes in entertaining, educating, and facilitating an excellent time for our young guests. It’s a fun place where kids can learn on their level the wonders and “wows” of our beautiful resort. From fishing on the bay to Eco-tours and painting, Play Kids is a unique, memorable experience. This simple logo reflects much more than just the colors of the island. Dressed in the colors of sand, sky, water, and tropical foliage as a sand castle with calm waves lapping, this logo encompasses a subtle place branding, quickly conveying location, fun, and adventure. The following color has been chosen as the PMS color in all color signage, print, and web applications. It may also be presented in black or in reverse. The numbers below the swatch are the CMYK (or process color) values and RGB and HTML values. COLORS SPECIFIC TO THE WEBSITE ARE INDICATED AS HTML/WEB.

C: 09 / M: 23 / Y: 67 / K: 00 C: 60 / M: 04 / Y: 100 / K: 00 C: 75 / M: 29 / Y: 00 / K: 00 R: 119 / G: 184 / B: 00 R: 232 / G: 193 / B: 110 R: 41 / G: 148 / B: 210 HTML/WEB: 77b800 HTML/WEB: e8c16e HTML/WEB: 2994d2 PANTONE: 3756 PANTONE: 7403 (closest) PANTONE: 2925(closest)

C: 72 / M: 11 / Y: 06 / K: 00 R: 19 / G: 174 / B: 217 HTML/WEB: 13aed9 PANTONE: 298 (closest)

PLAYA KIDS LOGO BLACK %s Flag & Waves 50%; Castle Top 25% PLAYA 0%; KIDS 100%

4-COLOR logo

1-color Black logo

PMS 2925C

White Reversed

Brand Elements Logo Isolation Zone Surround the Playa Kids logo with ample space and keep it clear of any other elements and busy background images. The “isolation zone” around the logo is indicated in the figure below. All other elements should appear far enough outside the isolation zone to appear independent.

Height of P determines isolation zone

Logo - Minimum Sizes The Playa Kids logo should always be presented in a readable size. It is that the size of the logo not be displayed smaller than 1” in width.

1” wide

Brand Elements Logo + Color - Club Playa Largo Enjoy a blissful escapade with a selection of enviable spa treatments. Highlights include treatments to restore your body to balance and vitality at this Key Largo spa. If you find exploring the Florida Keys requires some quality time for relaxation. Playa Largo Resort & Spa has treatment rooms with private showers offering massage, unique body scrubs, facial, hair, makeup, and other therapies and services. Enjoy total relaxation and rejuvenation, focusing on the ultimate well-being of your body and soul. The following color has been chosen as the PMS color in all color signage, print, and web applications. It may also be presented in black or in reverse. The numbers below the swatch are the CMYK (or process color) values, along with RGB and HTML values. COLORS SPECIFIC TO THE WEBSITE ARE INDICATED AS HTML/WEB.

C: 88 / M: 54 / Y: 0 / K: 0 R: 31 / G: 117 / B: 255 HTML/WEB: 1f75ffa PANTONE: 2172C

C: 44 / M: 0 / Y: 3 / K: 14 R: 122 / G: 219 / B: 213 HTML/WEB: 7adbd5 PANTONE: 7471

PMS 3005

4-COLOR logo

1-color Black logo

PMS 324C

White Reversed

C LU B P L AYA L A R G O LO G O

C LU B P L AYA L A R G O LO G O C LU B P L AYA L A R G O LO G O

P L A Y A L A R G O 1

Brand Elements

P L A Y A L A R G O

P L A Y A L A R G O P L A Y A L A R G O 2

Surround the Club Playa logo with ample space and keep it clear of any other elements and busy background images. The “isolation zone” around the logo is indicated in the figure below. All other elements should appear far enough outside the isolation zone to appear independent.

2 1

P L A Y A L A R G O P L A Y A L A R G O P L A Y A L A R G O 3

The Club Playa logo should always be presented in a readable size. It is that the size of the logo not P L be A Y displayed A L A R G Osmaller than 1” in width.

1” wide

P L A Y A L A R G O 2

P L A Y A L A R G O

3 - Minimum Sizes Logo

C LU B P L AYA L A R G O LO G O

P L A Y A L A R G O

Height of P determines isolation zone

C LU B P L AYA L A R G O LO G O

Logo Isolation Zone

P L A Y A L A R G O

P L A Y A L A R G O P L A Y A L A R G O

P L A Y A L A R G O 41 3

Brand Elements Logo + Color - Playa Largo Trading Company An exceptional purveyor for all things beautiful, needful and exotic, Playa Largo specializes in the stylish and unique. It’s a store and a comfortable place surrounded by natural wood, and stone with accented with vibrant colors from the Keys and beyond. It is a favorite of guests and locals who come to the Trading Company for hard-to-find curiosities, jewelry, clothes, toys and accessories. The following color has been chosen as the PMS color in all color signage, print, and web applications. It may also be presented in black or in reverse. The numbers below the swatch are the CMYK (or process color) values and RGB and HTML values. COLORS SPECIFIC TO THE WEBSITE ARE INDICATED AS HTML/WEB.

C: 75 / M: 15 / Y: 11 / K: 0 R: 5 / G: 166 / B: 206 HTML/WEB: 05a6ce PANTONE: 312 C

4-COLOR logo

C: 50 / M: 50 / Y: 60 / K: 25 R: 114 / G: 102 / B: 88 HTML/WEB: 726658 PANTONE:

1-color Black logo

C: 40 / M: 45 / Y: 50 / K: 5 R: 155 / G: 133 / B: 121 HTML/WEB: 9b8579 PANTONE:

PMS 312C

C: 40 / M: 70 / Y: 100 / K: 50 R: 96 / G: 57 / B: 19 HTML/WEB: 603913 PANTONE:

White Reversed

Brand Elements Logo Isolation Zone Surround the Playa Largo Trading Company logo with ample space and keep it clear of any other elements and busy background images. The “isolation zone” around the logo is indicated in the figure below. All other elements should appear far enough outside the isolation zone to appear independent.

height of T determines isolation zone

Logo - Minimum Sizes The Playa Largo Trading Company logo should always be presented in a readable size. It is that the size of the logo not be displayed smaller than 3/4” in width.

3/4” wide

Brand Elements Logo + Color - Eventide Eventide Celebration is a captivating and luxurious event held at this picturesque waterfront in Key Largo, Florida. This enchanting celebration combines the natural beauty of the Florida Keys with exquisite culinary delights and live entertainment, creating a magical atmosphere for guests. With its breathtaking sunset views over the Gulf of Mexico, Eventide offers a perfect setting for special occasions, from romantic dinners to milestone events, promising an unforgettable experience of relaxation and indulgence in a tropical paradise. The following color has been chosen as the PMS color in all color signage, print, and web applications. It may also be presented in black or in reverse. The numbers below the swatch are the CMYK (or process PLAYA LARGO RESORT & SPA color) values, along with RGB and HTML values. EVENTIDE LOGO STUDY

BLUE PMS 312 ORANGE PMS 1375 EVENTIDE FONT UNIV LT STD 39 THIN ULTRA PLAYA LARGO FONT HELVETICA NEUE

COLORS SPECIFIC TO THE WEBSITE ARE INDICATED AS HTML/WEB.

P L A Y A

C: 96 / M: 0 / Y: 11 / K: 0 R: 0 / G: 175 / B: 219 HTML/WEB: 00afdb PANTONE: 312

C: 0 / M: 40 / Y: 90 / K: 0 R: 250 / G: 166 / B: 52 HTML/WEB: faa634 PANTONE: 1375

PLAYA LARGO RESORT & SPA EVENTIDE LOGO STUDY BLUE PMS 312 ORANGE PMS 1375 EVENTIDE FONT UNIV LT STD 39 THIN ULTRA PLAYA LARGO FONT HELVETICA NEUE

P L A Y A

L A R G O

P L A Y A

4-Color

L A R G O

1-Color Black

PMS 324C

White Reversed

Brand Elements Logo Isolation Zone Surround the Eventide with ample space and keep it clear of any other elements and busy background images. The “isolation zone” around the logo is indicated in the figure below. All other elements should appear far enough outside the isolation zone to appear independent.

P L A Y A

L A R G O

P L A Y A

L A R G O

PLAYA LARGO RESORT & SPA EVENTIDE LOGO STUDY BLUE PMS 312 ORANGE PMS 1375 EVENTIDE FONT UNIV LT STD 39 THIN ULTRA PLAYA LARGO FONT HELVETICA NEUE

Height of E determines isolation zone

P L A Y A

L A R G O

Logo - Minimum Sizes The Eventide logo should always be presented in a readable size. It is that the size of the logo not be displayed smaller than 2.5” in width. P L A Y A

L A R G O

2.5” wide

Brand Elements Logo + Color - Los Cayos Largo Truly feel the “Keys Vibe” through the serene lapping of calm waves as you relax and entertain on one of our water cabanas. A great experience and home base for a day on the water, these floating islands are “the” way to enjoy your day with an added degree of privacy and in-water service directly to your Los Cayos cabana. Located just a few yards offshore, floating above a white sand bottom, on crystal clear waters, the Los Cayos experience is one you will remember forever. The following color has been chosen as the PMS color in all color signage, print, and web applications. It may also be presented in black or in reverse. The numbers below the swatch are the CMYK (or process color) values, along with RGB and HTML values. COLORS SPECIFIC TO THE WEBSITE ARE INDICATED AS HTML/WEB.

C: 88 / M: 54 / Y: 0 / K: 0 R: 31 / G: 117 / B: 255 HTML/WEB: 1f75ffa PANTONE: 2172C

C: 44 / M: 0 / Y: 3 / K: 14 R: 122 / G: 219 / B: 213 HTML/WEB: 7adbd5 PANTONE: 7471

CABANAS AT PLAYA LARGO

4-COLOR logo

CABANAS AT PLAYA LARGO

1-color Black logo

CABANAS AT PLAYA LARGO

PMS 324C

CABANAS AT PLAYA LARGO

White Reversed

Brand Elements Logo Isolation Zone Surround the Los Cayos logo with ample space and keep it clear of any other elements and busy background images. The “isolation zone” around the logo is indicated in the figure below. All other elements should appear far enough outside the isolation zone to appear independent.

Height of C determines isolation zone

CABANAS AT PLAYA LARGO

Logo - Minimum Sizes The Los Cayos logo should always be presented in a readable size. It is that the size of the logo not be displayed smaller than 1” in width.

CABANAS AT PLAYA LARGO

1” wide

CABANAS AT PLAYA LARGO

BRAND ELEMENTS | THE HAMMOCKS

A RESORT WITHIN A RESORT Stories | Elements

Brand Brand Stories A Resort-within-a-Resort The Hammocks is an exclusive enclave hidden within the Playa Largo Resort & Spa. Consisting of 10 luxury Florida Keys bungalows and a sumptuous waterfront beach house. It is a secret garden along a winding stone path through a hammock of tropical flora under a soaring canopy of native West Indian Mahogany, Green and Silver Buttonwoods, Gumbo Limbos, and palms. The Hammocks is a resort-within-a-resort offering elevated accommodations and services. Guests can access all of Playa Largo’s amenities and activities, including Ocean Spa, the fitness center, oceanfront pool, and the white sand beach. But they may also enjoy private patios, designer living room, dining, and kitchen. The upstairs has a private balcony, private entries, private access to the nature trail and beach, exclusive concierge services, and experiences custom-tailored to individual tastes and interests.

Captivating Surroundings A promise of respite and rejuvenation, The Hammocks immerses guests in the captivating and invigorating elements of the “Key’s Life,” where sun-kissed shores and azure waters set the stage for an unforgettable retreat. Surround yourself in a lush, tropical landscape of gardens, breathe in the invigorating sea air, and enjoy the awe-inspiring beauty of Florida Bay sunsets. This unparalleled visual feast becomes a lasting memory, a signature moment that defines the extraordinary experiences our resort promises. The Hammocks are not merely a destination but an enchanting realm where nature and luxury surround you to create an atmosphere of relaxed tranquility.

Private “Key’s Life” Few places are as relaxing and captivating as the Florida Keys, and few offer such an exceptional experience as The Hammocks. Positioned on the white sands of Florida Bay, where rhymic sounds of gentle waves and bright sunlight glinting off the waters provide a calm, soothing tranquility. The Hammocks beckon with fun and activities on crystal clear waters. Whether fishing, snorkeling, paddleboarding, or kayaking, The Hammocks is your portal to vibrant adventures on Florida Bay. With a taste for the best, awaken your senses with a daily continental breakfast delivered to your doorstep, dining on your private balcony, or relishing gourmet meals at our 4 specialty restaurants. Every bite embodies an exciting and delicious culinary journey of fine fare at The Hammocks. 49

Brand Elements Brand Logo + Colors - The Hammocks Playa Largo Discover The Hammocks Playa Largo; a welcoming wooded hideaway of 10 bungalows and a beach house down a small picturesque road. Hidden in the southern tropical hammocks of Playa Largo Resort & Spa, The Hammocks bring an elevated expectation of refined quarters, amenities, attention and services. The following colors have been chosen for use together or separately as the PMS color in all color signage, print, and web applications. It may also be presented in black or in reverse. The numbers below the swatch are the CMYK (or process color) values, along with RGB and HTML values. COLORS SPECIFIC TO THE WEBSITE ARE INDICATED AS HTML/WEB.

C: 96 / M: 00 / Y: 11 / K: 00 R: 0 / G: 175 / B: 219 HTML/WEB: 00afdb PANTONE: 312 C

PMS 363

C: 74 / M: 24 / Y: 100 / K: 8 R: 76 / G: 139 / B: 43 HTML/WEB: 4c8b2b PANTONE: 363 C

1-color Black

PMS 324C

C: 25 / M: 37 / Y: 73 / K: 2 R: 191 / G: 155 / B: 95

HTML/WEB: bf9b5f PANTONE: 7562 C

PMS 7562

White Reversed

Brand Elements Logo Isolation Zone Surround The Hammocks logo with ample space and keep it clear of any other elements and busy background images. The “isolation zone” around the logo is indicated in the figure below. All other elements should appear far enough outside the isolation zone to appear independent.

Height of the name determines isolation zone

Logo - Minimum Sizes The Hammocks logo should always be presented in a readable size. It is that the size of the logo not be displayed smaller than 1.5” in width.

1.5” wide

Brand Books What is it? This brand book is for you! Our endeavor is to help you through a set of guidelines that define and control our identity and yours as an employee and ambassador of Playa Largo Resort & Spa. Also known as a style guide provides information on everything from our visual identity and logo design to our mission statement, core values, and even the tone of voice that should be used in communications or collateral. It is to showcase and explain who we are. It will also help you and your guests to more clearly understand The Resort as you communicate about it to each other and to your guests and their guests. Because consistency brings relational trust, consistency to our brand fosters relational trust with our employees and guests. So don’t tire of the brand standards because you see them daily or change them without notice. Instead, know they are a “rock” you can count on and reassure our guests of our commitment to who we are and what we offer. And that is our Brand Promise!

BRAND EXPERIENCE

Presented by Prime Marketing & Sales

| Values | Pillars | Stories | Elements