Four Seasons Brand Guide

FOUR SEASONS BRAND GUIDELINES VISUAL IDENTITY MANUAL These guidelines have been created to help our customers, partners, licensees, outside vendors, and other third parties understand how to use Four Seasons brand features correctly.

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COVER

LOGO An important expression of our brand identity using graphic marks, emblems, and stylized names that identifies who we are.

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ICONOGRAPHY

LOGO OUR PRIMARY LOGO Our primary logo is the Four Seasons Oval that should be used whenever possible.

CLEAR SPACE The diagram below shows how our exclusion zones are constructed based on the cap-height of our logo.

No type or graphics may appear within this zone.

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OUR SECONDARY LOGO

LOGO Use the darker logo on light backgrounds, and the light logo for darker backgrounds.

Our secondary logo is the reduced form of our emblem. It should only be used when the emblem is too small to achieve maximum impact and legibility. The wordmark must remain stacked and should be used at a small scale.

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ICONOGRAPHY

WHAT NOT TO DO The examples shown here illustrate incorrect uses of the logo.

Please don’t distort logo proportions.

Please don’t recolor our logo (even if it looks pretty).

Please don’t alter letter spacing.

Our oval should never be used without the wordmark.

Please refrain from converting our logo to grayscale.

Please do not rotate our logo.

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ICONOGRAPHY

COLORS Colors that reinforce our brand attributes and create consistent recognition and memorability.

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COLORS

Ambient Red #DF1F26 CMYK - 5%, 100%, 100%, 1% RGB - 223, 31, 38 PANTONE 3546 CP

OUR CORE COLORS Our core colors are Ambient Red, Charcoal Black, and White. Tints and shades from these 3 colors may be used.

Silver and red gradients are also acceptable.

Charcoal Black #232323 CMYK - 71%, 65%, 64%, 72% RGB - 35, 35, 35 PANTONE 426 XGC

White #FFFFFF CMYK - 0%, 0%, 0%, 0% RGB - 255, 255, 255

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COLORS

TYPOGRAPHY Our typefaces that keep our branding consistent.

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TYPOGRAPHY

Blunt

TYPEFACES Our headline copy is in a refreshing new bold headline typeface, designed to be an alternative to overused headline typefaces such as Impact. Blunt is more than just a one-trick-pony though, but includes 4 weights (Condensed - Wide) each with matching italics. This gives Blunt a lot more versatility when it comes to headline use.

Our body copy Sahar, is inspired by the word (enchantment in Arabic), its charming and uncompromising style is felt through the controlled letter-forms and modern touches. The balance of hard lines and smooth curves renders power and commands attention for each weight of the family. Each font in the family can stand alone, dynamic and authoritative in their own right.

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Sahar ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 FOUR SEASONS

TYPOGRAPHY

PHOTOGRAPHY Imagery that visually displays our inventory and camping lifestyle to our customers.

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PHOTOGRAPHY

EXTERIOR PHOTOGRAPHY The unit must always be the focus, and centered in the shot.

The shot must be taken on location with attention to detail and careful consideration of the natural lighting.

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PHOTOGRAPHY

INTERIOR PHOTOGRAPHY Well lit photos need to be taken of every area inside the unit.

Long shots down the center of the unit and bunk rooms are essential.

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PHOTOGRAPHY

BRAND VOICE The personality and emotion in the communications we distribute.

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BRAND VOICE

BRAND VOICE

MESSAGING How is our product improving lives?

Knowledgeable,

How does our service improve lives?

Be clear on the audience

but friendly.

Professionals, with small town values.

Leading Experts, but approachable.

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BRAND VOICE

TARGET AUDIENCE Describes target groups of our typical customers based from research.

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AUDIENCE

THE COLEVILE FAMILY FIRST TIME BUYERS The Coleviles are a young family of four.

Both parents camped when they were children and want to pass that experience on to their children by going to campgrounds during the summer months.

An RV would be essential and valuable to them because of it’s easy functionality and will be usable through the years.

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AUDIENCE

THE MATTHEW FAMILY TRADING UP The Matthews are family of five that includes two middle-aged parents and 3 teenagers.

The Matthews purchased their first camper when the kids were small, but as the years have gone by they have outgrown their current RV. They are looking for a specific floorplan that has more space with the possibility of a bunk room.

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AUDIENCE

THE RICHMOND FAMILY LAST TRADE UP The Richmonds now retired and live as empty-nesters, they enjoy spending their time heading south and to seasonal spaces.

They no longer need an RV to function for a larger family, but want something suitable for themselves that they can use year-round.

They look for space, amenities, and finishing that has the comfort of home.

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AUDIENCE