TBC Style Guide_June 2021

BRAND S TA N D A R D S GUIDE JUNE 2021

TA B L E O F CONTENTS 0 3 | Logo Usage 0 6 | Brand Colors 0 7 | Font Usage 0 8 | Brand Imagery 0 9 | Brand Voice 1 0 | Design Templates 1 1 | The Spa

03 | LOGO USAGE - APPROVED VERSIONS

The Tahoe Beach Club logo is the face of the brand. Consistent use of the logo is essential to maintaining the identity, brand integrity, and gaining instant recognition across all marketing channels and media.

This is our primary logo, and should be the first choice for all your needs.

This is our secondary logo, and may be used in place of the primary logo.

This is the our icon, and may be used on it’s own in specific applications where the logotype is not required.

0 4 | L O G O U S A G E - S I Z E A N D S PA C I N G

Spacing - Always allow a clear space between the logo and other elements in order to maximize clarity. No graphic elements should invade this zone.

1X

1X 1X

1X 1X

1X

1X

1X

‘X’ is defined by the height of the logo. These rules apply to all Tahoe Beach Club logo marks.

Minimum Sizing - It is recommended that Tahoe Beach Club logos never be reproduced smaller than the indicated minimum sizes.

1/2"

DOWNLOAD TAHOE BEACH CLUB LOGOS

1/2"

05 | LOGO USAGE - “DON’TS”

Do not use logo with smaller than 1/2” icon.

Do not change the size relationship between icon and type.

Do not change logo colors.

Do not use logotype without icon.

Do not outline the logo.

Do not distort logo.

06 | FONT USAGE

The primary brand font is called Brandon Grotesque. It is available for free as a part of the Adobe Font Library. There are many different weights of Brandon Grotesque in both Regular and Italic versions. All are acceptable for use, but listed below are the primary versions:

Brandon Grotesque Light

Brandon Grotesque Light Italic

Brandon Grotesque Medium

Brandon Grotesque Medium Italic

Brandon Grotesque Bold

Brandon Grotesque Bold Italic

Brandon Grotesque Black

Brandon Grotesque Black Italic

We understand that there may also be instances where Brandon Grotesque is not available. In those cases, please use the Open Sans font family. Examples are provided here:

Open Sans Regular

Open Sans Oblique

Open Sans Bold

Open Sans Bold Oblique

In addition to our core brand font, we also use a special script font for the word “right” in our tagline, shown here :

It is called Made The Artist Script, and an example is provided here:

Made The Artist Script Finally, as a point of reference, the font for all Tahoe Beach Club logos is Freight Sans Pro. An example is provide here:

Freight Sans Pro

07 | B R A N D C O L O R S

Approved core brand colors for the Tahoe Beach Club brand are PMS 5265 (primary color) and black, white, PMS 7528, and PMS 4129 (secondary colors). They may not be altered or changed for any reason. PMS, CMYK, RGB, and HEX builds are provided here for reference.

Primary Brand Color:

PMS 5265

C:96 M:87 Y:40 K:37

R:29 G:43 B:80

HEX: #1d2b50

PMS 7528

C:23 M:24 Y:30 K:0

R:198 G:185 B:173

HEX: #c6b9ad

White

PMS 4129

C:74 M:42 Y:24 K:0

R:103 G:126 B158

HEX: #4e83a4

Black

Secondary Brand Colors:

08 | BRAND IMAGERY

Tahoe Beach Club is at once sophisticated and comfortable. Spectacular and familial. Epic and cozy. Images chosen to represent our brand should reflect this duality and be of the highest quality.

09 | BRAND VOICE

Everything is right at the beach.

“Everything is right at the beach” reflects the very core essence of Tahoe Beach Club and should resound throughout all of our messaging. For when we say everything is right at the beach, we shouldn’t assume the reader understands that this idea transcends physical location and that, in fact, everything at Tahoe Beach Club is right for so many reasons.

The right location The right size The right mix of amenities The right services The right tone The right ambiance The right fit for you and your family The right time to buy It’s not a matter of simply conveying what we offer and letting the audience compare what we have vs. what other communities have. After interacting with our brand, the prospective owners should feel as if this community was created specifically for them and their family.

Everything should look how they want it to look and the lifestyle should seamlessly blend with their own. In other words, everything should feel…right.

1 0 | D E S I G N T E M P L AT E S

Consistency in design, layout and typography is critical to staying “on brand” in all our communications. Below are some downloadable design templates that help make it easier to develop materials for Tahoe Beach Club. Please also note: Our general rule of thumb for headings, line weights, and such is: Title: Brandon Grotesque - Light; All caps; 30pt | Subheading 1: Brandon Grotesque - Bold; All caps; 15pt | Subheading 2: Brandon Grotesque Medium; All caps; 12pt | Body: Brandon Grotesque - Light; Standard Uppercase/Lowercase; 12pt | Stroke: 1pt INFORMATION SHEET TEMPL ATE

LETTERHEAD TEMPL ATE

BASIC BROCHURE DESIGN TEMPL ATE

DOWNLOAD INDESIGN WORKING FILES

DOWNLOAD INDESIGN WORKING FILES

DOWNLOAD MICROSOFT WORD TEMPLATE

DOWNLOAD MICROSOFT WORD TEMPLATE

DOWNLOAD INDESIGN WORKING FILES

1 1 | T H E S PA

The Spa has it’s own, proprietary logomark, which is pictured here:

Approved colors for this logomark, are shown below:

PMS 5625

C:96 M:87 Y:40 K:37

R:29 G:43 B:80

HEX: #1d2b50

PMS 4129

C:74 M:42 Y:24 K:0

R:103 G:126 B158

HEX: #4e83a4