Salamander Collection Brand Guide

SALAMANDER COLLECTION

®

The Brand Reimagined 2024 EDITION

The Brand Reimagined 2024 EDITION

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Brand Foundation Salamander’s founder, Sheila Johnson, exemplifies strength, courage and fortitude, establishing the foundation for what enables the brand to fill a unique niche in the luxury

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hospitality space.

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Our approach to hospitality is the same as it is to family. You will always belong, always feel welcome, respected, appreciated, and special.

SH EI L A C . J O H N SO N , FO U N D ER & C EO

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While the Salamander Collection consists of properties that vary greatly in their location, design, amenities and offerings, there does exist one rare ingredient common to them all:

A promise, as conceived and honored by Sheila Johnson, to connect with guests and service professionals on a personal level, to restore their balance and to reinvigorate them, both physically and spiritually – all based upon Sheila’s unique understanding of how visitors experience and bond with their surroundings, making each and every Salamander property feel more like home.

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SECTION 01

Brand Strategy

B R A N D ST R AT EG Y

Business Goal

To expand Salamander's portfolio and be recognized for approachable luxury, unparalleled service, transparency and financial success.

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B R A N D ST R AT EG Y

Our Promise These beliefs serve as touchstones in our ongoing pursuit of the brand’s mission and vision.

They are a set of tenets shared between the brand, its stakeholders and the customer. Consumers will abandon brands that don’t support their beliefs — and pay more attention to those that do.

At Salamander, we believe in creating a sense of belonging; we believe in the power of embracing the local community; in the concept of universal acceptance and the welcoming atmosphere it brings; we hold that the smallest of details make the biggest of differences; that both service professionals and guests should be treated with genuine respect; and we are committed to fostering a culture of care, kindness, and warmth.

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B R A N D ST R AT EG Y

Our Mission A mission statement is a written declaration of an organization's core purpose and focus; it is a formal summary of the aims and values of a given enterprise. Furthermore, a brand's mission serves as a filter for decision-making and keeping the enterprise on-brand. As such, it normally remains unchanged over time.

To bring people together through warmth and kindness, resulting in a genuine sense of belonging.

Our Vision A vision statement is a clear and concise expression of the brand’s “future self.”

Serving as a long-term “roadmap,” it guides the enterprise toward an optimal, desired outcome. Simultaneously, it is used to inform critical decisions for the company, and stands as a perpetual source of motivation.

To be the most beloved, inviting home in hospitality.

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B R A N D ST R AT EG Y

Core Values

Honesty

Respect

Ours is a culture of transparency, sincerity, and trust.

We accept and admire the feelings, wishes and traditions of others to build a safe, trustworthy environment.

Authenticity

Passion

We make guests and service professionals feel welcome and cared for by being genuine.

Our excellence is fueled by inspiration, innovation, and positivity.

What characterizes our brand, without looking at what we do or sell? It's all about attributes and personality, and what consumers see when looking at Salamander as a whole.

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B R A N D ST R AT EG Y

Brand Pillars

In Action

These pillars reinforce our beliefs and must be incorporated into every Salamander property.

1. A service approach that is welcoming and personal, centered on treating guests as if they are returning home.

Service

Moments in a Lifetime

We foster a culture driven by service and respect for all.

We believe in crafting bespoke experiences fueled by a property's unique characteristics, features, and offerings.

Creativity We are fueled by creativity, art and the passion to support our local communities.

Culture We believe in forging lasting connections between our guests, service professionals and the

Wellness We believe in the value of personal wellness.

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local community.

2. A living room, the heart of the property experience – relaxed, active, warm, engaging, and welcoming.

3. Art and culture, a focus on the community, sense of place and appreciation for local conservations.

4. Wellness, a soulful approach to guests’ well-being, whether by spa, culinary, beverage, or active programming.

5. Unique moments (experiences) cultivated by the independent attributes of the property, owner, destination, and local culture.

6. Culinary and beverage signatures that are a fusion of the brand's critical attributes brought together in each uniquely defined signature dining, lounge and special event venues.

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B R A N D ST R AT EG Y

Brand Personality The traits that come to mind when our brand is personified.

Spirited

Approachable

Passionate

Gracious Cultured 18

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Brand Takeaway

“

Our approach to hospitality is the same as it is to family.

You will always belong, always feel welcome, respected, appreciated, and special.

SH E I L A C . J O H N S O N

SALAMANDER COLLECTION

Our Vision

Our Mission

Our Promise

To be the most beloved,

To bring people together through

To connect with guests and service professionals

inviting home in hospitality.

warmth and kindness, resulting in a

on a personal level, to restore their balance and to

genuine sense of belonging.

reinvigorate them, both physically and spiritually.

Personality

Core Values

Pillars (Operations)

(Culture)

S ER VI CE

MOME NTS IN A

We foster a culture driven by service and respect for all.

L IF E TIME

CR EATIVI TY

We are fueled by creativity, art and the passion to support our local communities.

WE L L N E S S

We believe in the value of personal wellness.

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®

We believe in crafting bespoke experiences fueled by a property’s unique characteristics, features, and offerings.

CU LTU RE

We believe in forging lasting connections between our guests and the local community.

GRACIOUS

HONE STY

AUT HENT IC ITY

CU LTU RED

Ours is a culture of transparency, sincerity, and trust.

We make guests and service professionals feel welcome and cared for by being genuine.

PASSI O NAT E

APPROACHAB LE

RE SPECT

We accept and admire the feelings, wishes and traditions of others to build a safe, trustworthy environment.

PA S S IO N

Our excellence is fueled by inspiration, innovation, and positivity.

SPIRITED

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SECTION 02

Brand Voice

In 2021, the average person was exposed to

As a result, the importance of choosing words

approximately 10,000 brand messages daily,

wisely, effectively, efficiently, and emotively

and if the past is any indication, that number

has never been higher.

will only grow as time marches on.

The following information is intended to serve

This relentless barrage of copy – whether it

as a guide for those tasked with writing for

appears in print, online, through broadcast or

the Salamander Collection brand, its

streaming, in the sky or on our roads – has

individual properties, its wide range of

worked against itself, numbing consumers to

stakeholders, its team members, and –

their impact and devolving into nothing more

perhaps most importantly – its guests.

than a tidal wave of clutter.

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BRAND VOICE

Salamander Writing Style

Respect the reader’s intelligence and time.

Don’t over-write for the sake of creativity alone, and don’t use brevity as an excuse to “get the job done.”

Write like you love it.

Regardless of subject matter, the reader must feel like Salamander’s services, amenities, room products, programming, etc. are in a class by themselves, and worthy of admiration and desire. Be passionate about what you’re writing.

Subtlety and understatement are your new best friends.

Be proud, be confident, but never boastful or off-putting. Today’s audiences have a very sensitive “baloney” meter; don’t set it off.

Gain their trust.

Like everything else in life, honesty is the best policy.

Hyperbole is the enemy. Consumers have learned to be extremely skeptical, and good copy disarms the reader and opens their minds.

Be interesting.

Be thought-provoking. Be entertaining. Be informative. You cannot bore a reader into submission; instead, be likable, welcoming, conversational and approachable.

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BRAND VOICE

The Essence of Our Voice

Personal The writing should convey that whether you’re relaxing in your room, enjoying a sumptuous meal, walking the grounds or unwinding at the spa, personal touches abound; we understand why you travel, and why the smallest of details can make the biggest of differences.

These are the most basic elements of the Salamander voice:

Welcoming

Real

Copy should communicate that you have

Written content should suggest that when a

arrived at a destination where you’re

guest arrives at a Salamander property, they

comfortable, and there is an instantaneous

feel liberated from a world of affectation and

feeling – that warm sensation of belonging.

formality. Here, there is no artifice…the warmth and welcoming atmosphere is

Here, we think of everyone – from service

genuine and organic, and free of pretension.

professionals to guests – as part of our extended family.

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BRAND VOICE

Reflecting Our Values in Copy When copywriting for Salamander, keep our Core Values in the forefront of your mind; use them to inform and govern how and what you are saying, at all times.

For examples, please refer to the quotes from Sheila Johnson.

Honesty

Respect

Gaining a reader’s trust is the key to

When readers feel respected – i.e.,

making a persuasive and convincing

treated with dignity and deference,

point. Their guard goes down, and

they become more receptive to your

their ears perk up.

messaging, because you’re validating their status.

Example: “There’s always going to be someone behind you who’s going to be better than you; so, you need to get out there and keep working.”

– Sheila Johnson

Example: “Our approach to hospitality is the same as it is to family. You will always belong, always feel welcome, respected, appreciated, and special.”

– Sheila Johnson

Authenticity

Passion

As consumers continue to be

When copy is inspiring, it’s contagious;

inundated with messaging – much of

readers “lean in” when they feel your

it bombastic, hyperbolic or

passion – but be sure it is conveyed

sensationalistic, it becomes crucial for

genuinely…otherwise, your audience will

a writer to convey sincerity, in order to

disengage.

break through.

Example: “Don’t ever lose sight of who you are and your own power.”

– Sheila Johnson

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Example: “When I was younger there was something in me. I had passion. I may not have known what I was going to do with that passion, but there was something – and I still feel it. It's this little engine that roars inside of me and I just want to keep going and going.”

– Sheila Johnson 31

B R A N D VO I C E

Anatomy of a Message When writing for the Salamander brand, it is of paramount importance to take into consideration three key elements: T H E S U B J ECT M AT T E R Ask yourself: What is the purpose of this message? Is it intended to be informative? Thought-provoking?

Tempting? Exciting? Whatever the answer, use that as your focus at the beginning, in the middle, and at the end of your copy.

THE INTENDED AUDIENCE Consider who you’re talking to…returning guests?

Prospective guests? Business partners? Team members?

Let the answer fuel your tone.

THE EMOTION YOU WA N T TO CO NVEY Good copy does more than deliver a message – it coveys an emotion that resonates with consumers – and by that virtue, becomes memorable. Regardless of the emotional triggers you choose to pull, the brand’s essential tone should remain welcoming, personal and real (as in genuine and unpretentious). Keep in mind, each of those components will vary in emphasis depending upon the nature of your message. (See following pages.)

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OUR EM OTIONAL CUES:

Belonging

Heartfelt

Thoughtfulness

Family

Cultured

Beauty

Beloved

Enrichment

Artistic

Approachability

Worldliness

Creativity

Inviting

Honesty

Wellness

Welcoming

Genuineness

Caring

Distinctiveness

Respect

Balance

Authenticity

Dedication

Relaxed

Sincerity

Attentiveness

Serenity

Passion

Kindness

Contentment

Spirited

Warmth

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Calibrating the Tone Please note: These sliders are intended to be fluid. They can shift left or right depending upon the nature of the communication.

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B O L D/CO LO R F U L

UN DE RSTATED

R E S E R VE D

WH I MS I CAL

STRONG

S WE E T

SLEEK

COZ Y

LUXU R I O U S

MODE ST

APPR OAC HAB L E

AS PIRATIONA L

I NNOVAT IVE

TRADITIONA L

CO NS E R VAT IVE

E DGY

WI T TY/C L EVE R

ST RAI G H TFO R WA R D

I NT E L L ECTUAL

DOWN TO EA RTH

T R ANQ U I L

E N E RGE TIC

R E F I NE D

CAS UAL

WO RL DLY

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BRAND VOICE

Consumer Facing Copywriting While the Salamander Collection consists of properties that vary greatly in location, design and experiences, it is imperative to maintain a consistent tone of voice to reinforce the brand as a whole.

However, the writing style we employ should not be overly prescriptive; indeed each hotel/resort has its own distinctive character, and that character should be reflected in any given piece of copy.

Regardless of property, the Salamander voice should impart a sense of belonging and acceptance – conjuring an atmosphere one might encounter when among family, at home.

Copy should also take care to convey the notions of approachable luxury, of casual sophistication, of effortless elegance, of warmth and of worldliness.

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HAL L MARKS OF OU R TONE

Approachable / Unpretentious Believable / Trustworthy / Authentic Articulate / Clear Thought provoking / Interesting

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Right:

Wrong:

“In 2021, Salamander Middleburg unveiled a multi-day, culinary and cultural event: The Family Reunion, a celebration of diversity in the hospitality community featuring acclaimed chefs, expert sommeliers and industry leaders. Its core mission: to nurture racial and ethnic diversity for both current and nextgeneration professionals. An air of energy, joy and mutual respect was not only pervasive, but powerful.”

“In 2021, Salamander threw a really exciting celebration. It was a couple of days long, and had to do with cooking and being included, no matter what your race, creed or color. Entitled “The Family Reunion,” this get-together was a salute to diversity. Attendants included famous chefs, wine experts and assorted other experts on other topics. The whole point was to boost equality among professional foodies. Overall, it was full of energy and really fun.

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BRAND VOICE

B2B & Internal Communications Copywriting When your audiences are colleagues or business partners, the tone of voice must take on a more purpose-driven tone.

RE M E M B E R TO B E

Professional Direct (but not terse) Courteous / Respectful Articulate / Clear Informative

Right:

Wrong:

To Colleagues Hello Team, just a brief note to thank you for your participation in yesterday’s meeting, and to ask that you provide your feedback on next steps by tomorrow at noon. I look forward to hearing your thoughts and folding them into our new strategy. If you have any questions, please feel free to contact me via my office extension or email.

To Colleagues Hey everybody, thx for coming to yesterday’s powwow. I’m sure everybody’s got an opinion on next steps, so don’t be shy, fire them my way, hopefully before noon tomorrow. If you don’t understand something or whatever, I’m around so ping me whenever.

Peace out, Donna M.

Regards, Donna M.

To Business Partners/Vendors Dear Ms. Atkins, thank you for your recent correspondence. We are currently reviewing your proposal, and early feedback is very positive.

Because our team strongly believes in diversity and inclusiveness, your presentation truly resonated with us. Please be assured we will make a decision no later than Friday, December 1 by close of day. Please do not hesitate to contact us should you have questions or latebreaking developments that would assist in our decision-making. We’ll be in touch soon.

To Business Partners/Vendors Judy, just touching base with you, didn’t want you to think you fell off our radar. While right now we’re still batting around your ideas, I see a lot of nodding at the table, so good for you! That whole diversity/inclusion thing in your presentation was cool, I must say. We’ll let you know what we’ve decided in a couple of days.

Keep in touch, Donna M.

Regards, Donna M. 38

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BRAND VOICE

Our Vocabulary As mentioned previously, it’s not enough for copy to be good, or even great. It must be “on-brand,” as well.

Examples of words we use.

ADJ ECTIVE S Exquisite Superb Delightful Indelible

ADJ ECT IVES Unprecedented Thoughtful Ultimate

VE RB S Savor Explore Immerse Ponder

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Extravagant Magnificent Ecstatic Best-ever

World-class, Best in class Incredible Totally

VE RB S Revel Luxuriate Relish

N OUN S Celebration Convenience Attentiveness Ambience

Examples of words we don’t use.

Dig in Take a look Dive in Think about

Rock Chillax Get into

N OUN S Destination Abundance Expertise

Soiree Coddling Savoir fair Grandeur

Magnificence Plentitude Aptitude

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BRAND VOICE

Sample Phrases The following excerpts are intended to suggest tone, rhythm, vocabulary and style of the Salamander brand.

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Sample Phrases “…surrounding guests with a

“Home is a place where

“At Salamander, we truly

profound sense of belonging.”

everyone feels like family.”

understand: it's not about

“…comfort, kindness, art and

where you go; it's about why “Authenticity is in the details.”

you go.”

beauty, all in equal measure.”

“No detail too trivial, no

“At the heart of every experience is enrichment.”

request too immense.”

“Now waits for no one.”

“Legacy and provenance, authenticity and beauty...these are the hallmarks of a Salamander experience.”

“There is no greater pursuit than the pursuit of your passion.”

“Moments are like happiness...never to be postponed.”

“The most valuable currency on earth is a single moment in

“The greatest luxury of all is

time."

comfort.”

“Life's most precious moments are the ones unfolding in front

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“There is great beauty in small

“Warmth is a standard

moments.”

amenity.”

of you.”

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BRAND VOICE

On-Brand vs.

Off-Brand As mentioned previously, it’s not enough for copy to be good, or even great. It must be “on-brand,” as well.

Something we would say:

Something we would not say:

1. “The Salamander Collection can be

1. “A horizon composed of the severe

likened to a diverse collection of fine

and the nuanced, the stark and the

art – with each piece possessed of its

textured, of shadow and light. A

own singular mystique and allure.”

dialogue among intellect and philosophy and nature; timeless

2. “Committed to fulfilling virtually any request, our dedicated concierge

binaries.” – Tuve Hotel (Tone: too self-important, too “special.”)

team can seamlessly choreograph an infinite range of experiences.”

2. “Just a mile away from Beverly Hills but also a million miles away from Beverly Hills.” - Hotel Bel Air (Tone: too casual/colloquial)

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BRAND VOICE

Sheila Johnson & Corporate Messaging

Example 3 Example 1 “Our approach to hospitality is the same as it is to family. You will always belong, always feel welcome, respected, appreciated, and special.”

Caribbean Sea to the heart of horse and wine country, our hotels and resorts each represent their own distinct character, inspired by exceptional destinations.

While different in size, location, and

When writing about Salamander’s founder Sheila Johnson, it is important for the copy to reflect her spirit.

architecture, what ties us all together as one Salamander family is the unwavering core values and shared passion for the

Despite the fact that Ms. Johnson is a highly accomplished, courageous entrepreneur, she is modest, humble, warm and welcoming. Yet at the same time, she projects the kind of grit and determination that is the hallmark of any great and inspiring business leader.

As an industry leader in luxury hospitality, Salamander should impart in its corporate messaging an air of confidence, of expertise and of success. Trustworthiness, reliability and worldliness should also be reflected in the tone of these messages.

“From the seafoam-painted shores of the

hospitality industry among our service professionals.”

Example 2 “Rather than follow the cookie-cutter strategy of competitors, the Salamander team decided to acquire, manage and develop properties known for their unique character – preferring to nurture, foster and enhance their singularity, instead of muting it.”

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BRAND VOICE

Email

Operating on the principle that you only get one chance to make a good impression, the copywriting style for e-communications should sound professional, be clear, relevant, interesting and valuable to the reader.

Example 1

Example 3

INT E RNAL COMMU NICAT ION

EFFECTIVE S UBJECT LINES

“Dear Team Members, due to your professionalism,

With the staggering volume of solicitations received

passion and tireless efforts, our second annual Family

annually by consumers via email, the importance of writing

Reunion Celebration was a resounding success. Kudos

a compelling subject line has never been more vital.

to all for a job well-done!”

Complicating matters further, poor industry practices that employ misleading or sensationalistic click-bait have left readers jaded and suspicious. Therefore, we recommend the following practices when composing a subject line:

Example 2

1.

heart of why someone should read on.

CONSU ME R ME S S AG I NG “Dear Mr. Radcliffe, thank you for your recent stay with us at Innisbrook. We hope you enjoyed your time with us. As a thank you, we are pleased to offer you two VIP

2.

Be brief.

3.

If appropriate, express urgency, but never to the point that an emergency is implied.

Gallery Passes for the upcoming Valspar PGA Championship, to be played on our Copperhead

Communicate the value of your proposition; get to the

4.

Make the reader glad they opened your email – reward

Course this coming March 16-19. In addition, you will

them with good writing and a clear and concise offer

receive an automatic room upgrade with any

or message in the body of the email.

confirmed reservation. Again, thank you for your patronage, and we look forward to seeing you this spring. Sincerely, the team at Innisbrook.”

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BRAND VOICE

Social Media Given the fleeting nature of social media – sharing posts and pics of what’s happening “right here, right now” – Salamander’s brand voice must take on a tone suited to the audience: brevity is of great importance, as is imparting a sense of belonging. Good-natured wit, playfulness and “news worthiness” should also make it into the mix. But across that spectrum, the common thread and the element most important to a post if it is to be effective, if it is to matter: it must be interesting.

From Facebook and Instagram to YouTube and Twitter, the language, tone of voice, and writing style must be contemporary, relevant, and it must matter to the targeted audience.

A FEW TIPS: 1.

Do not oversell. Ask yourself: What’s in it for the reader?

2.

Be relevant and newsworthy.

4.

Where appropriate, be witty or clever, thought-

Remember what platform you’re writing for, and

provoking or exciting, humorous or serious. Don’t

employ that platform’s tone of voice. A tweet

try to be a comedian, nor a preacher; you’re

sounds different than an IG post, and an IG post

representing an elite hospitality brand.

sounds different than a Facebook post.

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3.

5.

Most importantly, be brief!

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SECTION 03

Image Making

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IMAGE MAKING

What Is Lifestyle Photography?

Lifestyle photography is a genre that mainly aims to capture portraits of people in spontaneous situations, real-life events or milestones in an artistic and thoughtful manner.

The nature of branded content is changing.

Customers will no longer accept a hard sell, especially in the hospitality space. Instead, they’re looking for brands that focus on telling a story with their products. They want to engage with a brand that reflects their desires and aspirations and ultimately feels like a part of something bigger. This is especially true in the world of hospitality, travel, and adventure, where brands strive to forge close relationships with their customers.

The primary goal is to tell stories about people's lives while they are engaged with our brand. Why? Because everyone loves a good story.

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IMAGE MAKING

The Assignment The assignment is to capture real-life events in an artistic manner. To portray the art of the everyday, that merges the concepts of candid, undirected shots with those that do involve posing and significant direction.

Lifestyle photography is a reflection of the human experience, told halfway between a posed portrait and a candid documentary style photo. A photograph in this genre needs to tell us something about the way people live and experience the world around them. In our case, visually describing what a Salamander moment feels like.

The goal is to capture a real moment in the life of the subject.

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IMAGE MAKING

1. Subject(s) in a defined space which communicates a clear strategic intent (for example, a specific amenity or property feature such as a lobby, bar, restaurant, exterior location or an activity).

Much like architecture photography, lifestyle photography can be organized into a number of general categories that collectively serve to convey an overall lifestyle promise.

2. Subject(s) captured while engaged in the middle of their story. It’s less about documenting a space and more about how it feels to be there in that moment. Communicate concepts visually, for example by capturing a facial expression, or a silhouette looking out a window. A simple gesture can tell an impactful story because our minds will fill in the blanks of who, what, when, where, and why.

Foundations

3. “Humanity,” as captured without humans in the shot. Think vignettes or a still life. It could be a story that may not have yet happened – or perhaps has already unfolded. Example: two empty espresso cups with a sugar cube on a tray situated upon an outside table, a friendly dog water bowl on a patio, or a child’s stuffed animal on a guest bed among tousled sheets.

4. Nature as hero/ambient imagery. Our properties are located in stunning or inspired environments. Sometimes we can speak volumes with a beautiful flower, tree branches in the wind, a wave gently breaking on a beach. While there are no “people” in these shots, they certainly connote a feeling and an intelligence. Think about this in terms of art you would like to put on your wall.

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IMAGE MAKING

Casting

The cast or talent we choose to put into our stories serve as messengers of credibility. In a sense, we hold a mirror up to the people in our imagery and say, “This looks like the kind of place I’d like to be a part of.”

1.

The Salamander brand, at its heart, presents an ethnically diverse canvas, so it is our duty to present a diverse cast, in order to convey the social values that make the brand exciting, beloved and sought after.

3.

Children, where appropriate, help to tell family stories and draw us in, because there is an inner child in all of us.

5.

Pets, also where appropriate, can help to warm up the story and tug on our heartstrings in a way no two-legged animal can.

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IMAGE MAKING

Technical & Aesthetic Considerations •

People should feel natural and not too posed.

•

Expressions should also feel natural. Attempt to capture a variety of gestures from natural smiles to reflective expressions.

•

Try to capture subjects in the moment, or even those small moments in between moments. Shooting between directed pieces of action (for example, a child petting a horse while waiting for the next “designated” scene) might provide some unscripted moments.

•

Avoid cliché shots like “toasts” and “high-fives.”

•

Use a range of depth of fields (sharp to blurry backgrounds).

Sometimes it will be important to see where the subjects are within their setting, and other times it will be more about drawing attention somewhere, with focus only on a specific human feature.

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•

Consider imagery that will look good in black and white as well as color. This is another lever we can pull to trigger emotions and tell the story.

•

Use a variety of focal lengths. However, be careful when using wide angle lenses which can create distortions when getting too close.

•

Lighting should feel natural, simple, and directional. Avoid overproduced lighting that feels artificial or flat.

•

Subjects can be positioned from very close to the camera, as the hero, to very far away where they become supporting cast, giving scale and importance to the scene.

•

Not all lifestyle photography must have people visible. Wonderful stories can be told with just elements of humanity present.

•

With respect to propping, less is more.

Be subtractive!

•

When composing a shot, keep in mind that a little intrigue goes a long way. Leave something to the viewer’s imagination by avoiding “staged” emotions.

Natural reactions are what we’re going for.

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IMAGE MAKING

Trends to Consider

VERTICAL FRAME For quite a long time in photography, a vertical frame has been associated with portrait photos and dynamic scenes. But the advent of smartphone capture – a phenomenon known as mobilography – the use of vertical framing has risen in popularity; everyone has a mobile camera, and social media has made it easy to share shots instantly.

VIBRANT COLORS Strong, vibrant colors will be one trend viewers can expect to see in the future. In that way, photos can stand out among thousands of other shots. Often, the stronger the colors are, the more attention-grabbing your image is. However, consideration must be given as to when vibrant colors should be used, because there is also a growing trend towards more natural, subdued colors.

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RETRO INFLUENCE The visual images of the ’60s, ’70s, ’80s and ’90s never cease to inspire photographers in pursuit of unusual images. These epochs are inexhaustible sources for ideas; an eclectic combination of modernity and the past creates an atmosphere in the frame that is unique.

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IMAGE MAKING

Trends to Consider

AUTHENTIC MOMENTS The number of photographers interested in genuine shots, reflecting a person’s sincere emotions, is growing quickly. In our digital era (like in any other period), people are trying to capture those authentic moments that evoke warm memories whenever you look at them. Unedited photos also increase popularity, as more brands want to share raw and unfiltered beauty.

MINIMALISM “A good speech is a short speech,” — and this principle is especially applicable to photography. Laconicism and minimalism have been photo trends for many years. This approach becomes a type of philosophy, inciting viewers to be absorbed with photographs and to contemplate in a deeper, more interpretive way.

When approaching a scene, consider looking at what can be removed, physically or thru the viewfinder.

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ALL AGES AND ETHNICITIES WELCOME Presently, images that showcase different ethnicities, sexual orientations, capabilities, beliefs, religions, ages, or body types are growing. Brands need to become more inclusive and represent groups and minorities that are sometimes overlooked. All consumers want to identify themselves in commercial images, so diversity and authenticity will become increasingly important in the coming years.

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IMAGE MAKING

Trends to Consider

DRONE In general, aerial photography gives us more flexibility and freedom when we photograph a subject. The quality of shots is remarkable and you can create breathtaking compositions. They can become very useful as “wide” or “establishing shots.” What is most interesting about aerials/drone imagery is that we are able to see how seemingly disparate pieces fit together.

FILM OR FILM-LIKE A PPL I CAT I O N S

MACRO Photography allows us to discover a whole new miniature world with virtually endless possibilities. Broadly speaking, macro photography is about photographing small things, close up, and blowing them up larger than life. Even the simplest of everyday objects can take on a new life when magnified. To put it simply, macro photography is an interesting and very often unique perspective on the otherwise mundane. It also aligns with one of the brand’s greatest values/beliefs – that the smallest of details can have an enormous impact.

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Film is making a comeback, especially among wedding and portrait photographers. Why? Authenticity & Credibility. Think of something handmade versus machine-made. Richer images and unmatched aesthetics: the film's look is unique in that it is imperfect – yes! Imperfect! Digital can deliver a clinical look to pictures. Crisp, sharp, vivid, and, yes, by comparison, entirely predictable.

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IMAGE MAKING

Trends to Consider STILL LIFE INTERPRETIVE Think of precise composition and lighting that focuses on showing the surface of objects, establishing the mood, and drawing the viewer’s attention. Natural-feeling lighting has always been a recurring trend in still life photography. By understanding how background and foreground elements interact with each other, an inanimate subject can stand out by emanating a surprising level of humanity.

Consider how to interpret the elements of motion and focus to create something artistic. Making the background blurred, either during the shooting or in a photo editing program, the desired effect can be achieved. Blurring elements helps separate the subject from the background, directing the eye to the area of a photo that is the most important.

A M B I E N T/ N ATU R E Beauty can often be found in our immediate surroundings – especially when those surroundings are the great outdoors. Photography of this nature (pun intended) is spreading quickly throughout pop culture, as it utilizes natural light to sculpt what is simply in front of the lens. In addition, the capture of natural elements inspires viewers to connect with notions of wellness and spirituality.

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IMAGE MAKING

Aesthetic Positioning

“Cheesy,” posed, or overtly generic/stock.

Naturalistic, feels spontaneous, capturing real moments and reactions.

Overproduced, stylized, frozen in time, capturing elements of fantasy/the surreal.

UTILITY

FA N TA SY SALAMANDER

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TERRITORY

75

IMAGE MAKING

Examples The following is a gallery of images consistent with the Salamander photography guidelines and brand personality.

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IMAGE MAKING

Tactical Tips Art direction pointers for our onsite content makers, facilitating imagery for social media and tactical applications that carry the brand forward.

Let “less than perfect” weather conditions work for the story.

Get tight to the story.

Set up the unexpected.

Find romance in different ways.

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IMAGE MAKING

The methodology of a successful shoot can be borrowed from Hollywood filmmaking, by telling a single story through a combination of multiple perspectives: wide, medium and close-up. This is highly advantageous, as it creates a narrative that presents a number of options and variations from which to choose. Note, however, that this requires “working the scene,” becoming more deliberate and intentional. However, it does take more time than “one and done.”

BIRD’S EYE

Shot Variation HI

GH

NEUTRAL CLOSEUP MEDIUM CLOSEUP

MEDIUM

W O L

E STA B L I S H I N G

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FULL

101

IMAGE MAKING

The Approach

CLOSE UP A close-up shot tightly frames the subject’s face in order to focus on their emotions.

These types of shots are great to connect with the audience, as there are very few elements distracting them from the subject’s gestures and reactions.

WI D E O R E STA B L I S H I N G S H OT The establishing shot is a very wide shot used at the start of a sequence. It’s used to introduce the context in which the action takes place.

Consider an aerial shot for one of these scenes, as they offer an unparalleled view of locations.

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MEDIUM SHOT The medium close-up shot frames the subject from the chest up. It is generally used to capture enough detail on the subject’s face, while still keeping them within their surroundings. The medium shot is used to reveal more details on the subject, capturing them from the waist up. As it includes the subject’s hands and part of their surroundings, it’s the best way to capture actions in detail, while maintaining a general view. This is why the medium shot is one of the most popular types of shots.

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IMAGE MAKING

Shot Variation

NEUTRAL ANGLE The most neutral camera angle is the eye-level shot. The camera points straight ahead at about the same level as the subject’s face.

This maintains a sense of objectivity. The goal is to let the viewer follow the action without manipulating their emotions. While it’s called “eye-level,” it doesn’t have to be a shot of the character’s face.

LOW ANGLE A low-angle shot adds some subjectivity to the scene. Instead of facing straight ahead, the camera looks up at the subject from a low angle. This can make the subject appear heroic or important. One tip: when pursuing a low angle, the most noticeable effects are achieved with a wide lens – 35mm and wider. Also be aware that a wide angle lens “looking up” can add unwanted distortion.

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CAMERA POINT OF VIEW

Shot Variation

BIRD'S-EYE The bird’s-eye view angle is simple in theory, but it’s often difficult to pull off. You get high above your subject, then shoot downward (see photo, right).

Photos that employ a bird’s-eye view perspective are often highly effective. First, they shows viewers a completely new angle (most people don’t normally spend their time looking down from high up). Second, photos from this angle allow for plenty of subject detail, as the camera isn’t obstructed by trees, people walking by, etc. Third, a bird’s-eye view angle allows the subject to be seen in the totality of its environment, which can add interest and additional narrative to the shot.

HIGH ANGLE The reverse of the low angle shot is the high angle shot, which creates the opposite impression, and makes the subject of the camera seem small. This can be taken to the extreme with a top angle or bird’s-eye view. This shot looks down on the character from above and can be used indoors or outdoors.

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CAMERA POINT OF VIEW

Social Media

CA M E R A AWA R E N E S S Situation awareness of the camera creates an authenticity in the scene, and grounds it in reality.

This doesn’t necessarily mean that the subject is staring straight into the camera, but simply that the existence of the camera and camera person is acknowledged. Images of solitary activities like meditation, or posed shots where the subject is looking off into the distance imply that we’re pretending there is no camera physically there to capture that moment.

DYNAMIC MOVEMENT Whether it’s the flow of a beautiful garment, or the stride in someone’s step, a sense of movement always conveys a freshness and immediacy that an overly posed image cannot.

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CAMERA POINT OF VIEW

Social Media

CAPTURE AUTHENTIC MOMENTS

Above all, and to the best of our ability, we should make a concerted effort to capture genuine moments, replete with the emotions that they bring. Authentic situations ring true with our viewership and go further than a well-produced, but emotionally void image.

TELL THE STORY THROUGH THE GUEST’S EYES On social media, we want our brand to be experienced through the perspective of the guest.

Their personal stories and shared experiences at Salamander properties create much more drive and appeal than a slick campaign ever could.

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Where Brand and Lifestyle Imagery Intersect Like all Salamander messaging, our visuals must be held accountable to the brand itself, and must faithfully convey its essence.

F R O M O U R S I G N ATU R E PR O M I S E: “… a promise, as conceived and honored by Sheila Johnson, to connect with guests on a personal level, to restore their balance and to reinvigorate them, both physically and spiritually – all based upon Sheila’s unique understanding of how visitors experience (and bond with) their surroundings, making each and every Salamander property feel more like home.”

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In that spirit, the following considerations should be used to inform the styling, composition, casting, art direction, design and overall concept of any given shot: 1.

Images that capture authentic intimacy, contemplation, delight, etc. are the best messengers to convey believable, natural moments.

2.

Scenes that are surprising or unexpected spark a viewer’s sense of intrigue and wonder.

3.

Casting should reflect diversity and inclusivity.

4.

Create images – through styling, design, casting, and subject matter – that impart a sense of belonging and connection.

5.

Design moments for the lens that communicate care, kindness, and warmth.

6.

Let art and creativity fuel the photography.

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SECTION 04

Corporate Identity

CO R P O R AT E I D E N T I TY

Corporate Logo The updated Salamander corporate logo utilizes the existing Salamander icon, with new, simplified typography and a rebalancing of the elements to bring more attention to the word mark.

1

Note, the new qualifier statement “Collection” replaces “Hotels & Resorts.”

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2

SALAMANDER

3

COLLECTION

1.

ICON

2.

WORDMARK

3.

QUALIFIER

®

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CO R P O R AT E I D E N T I TY

Corporate Logo Variations FULL LOCKUP This is the complete and standard configuration for the corporate logo. This is the right variation to use most of the time.

W O R D M A R K O N LY When communicating internally, it is okay to use this variation. Additionally, if the layout allows for it, a marketing execution with this variation is acceptable as long as the icon is visible elsewhere.

SALAMANDER

®

SALAMANDER

COLLECTION

COLLECTION

FULL LOCKUP

W O R D M A R K O N LY

®

I C O N O N LY Conversely, when needing to supplement the word mark, it is okay to use the icon on its own.

SMALL LOCKUP When space is limited, the small lockup is designed to be legible at a smaller overall size. It’s also more compact by configured horizontally instead of stacked.

SALAMANDER COLLECTION

I C O N O N LY

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®

SMALL LOCKUP

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SECTION 05

Property Identities

PROPERTY IDENTITIES

Salamander Middleburg Logo Salamander Middleburg bears a logo with the eponymous Salamander name and icon.

1

SALAMANDER

2

®

3

MIDDLEBURG

4

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1.

ICON

2.

WORDMARK

3.

DIVIDER

4.

QUALIFIER 123

PROPERTY IDENTITIES

Salamander Middleburg Logo Variations FULL LOCKUP This is the complete and standard configuration for this property logo. This is the right variation to use most of the time.

W O R D M A R K O N LY When using the logo inline, or when space is limited, it is okay to use the word mark only.

SALAMANDER

®

MIDDLEBURG

FULL LOCKUP

SALAMANDER

®

MIDDLEBURG

W O R D M A R K O N LY

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125

PROPERTY IDENTITIES

Salamander Washington DC Logo Salamander Washington DC bears a logo with the eponymous Salamander name and icon.

1

SALAMANDER

2

®

3

WASHINGTON DC

4

126

1.

ICON

2.

WORDMARK

3.

DIVIDER

4.

QUALIFIER 127

PROPERTY IDENTITIES

Salamander Washington DC Logo Variations FULL LOCKUP This is the complete and standard configuration for this property logo. This is the right variation to use most of the time.

W O R D M A R K O N LY When using the logo inline, or when space is limited, it is okay to use the word mark only.

SALAMANDER

®

WASHINGTON DC

FULL LOCKUP

SALAMANDER

®

WASHINGTON DC

W O R D M A R K O N LY

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PROPERTY IDENTITIES

Innisbrook Logo Innisbrook features its own, unique logo bearing a simplified and streamlined refresh of the shield icon.

1

2 3 4

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1.

ICON

2.

WORDMARK

3.

DIVIDER

4.

QUALIFIER 131

PROPERTY IDENTITIES

Innisbrook Logo Variations FULL LOCKUP This is the complete and standard configuration for this property logo. This is the right variation to use most of the time.

W O R D M A R K O N LY When using the logo inline, or when space is limited, it is okay to use the word mark only.

FULL LOCKUP

W O R D M A R K O N LY

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PROPERTY IDENTITIES

Half Moon Logo Half Moon features its own, unique logo displaying the iconic bisected black and white circle.

1

2 3 4

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1.

ICON

2.

WORDMARK

3.

DIVIDER

4.

QUALIFIER 135

PROPERTY IDENTITIES

Half Moon Logo Variations FULL LOCKUP This is the complete and standard configuration for this property logo. This is the right variation to use most of the time.

W O R D M A R K O N LY When using the logo inline, or when space is limited, it is okay to use the word mark only.

FULL LOCKUP

W O R D M A R K O N LY

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PROPERTY IDENTITIES

Hotel Bennett Logo Hotel Bennett features its own, unique logo displaying a crown.

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2 3 4

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1.

ICON

2.

WORDMARK

3.

DIVIDER

4.

QUALIFIER 139

PROPERTY IDENTITIES

Hotel Bennett Logo Variations FULL LOCKUP This is the complete and standard configuration for this property logo. This is the right variation to use most of the time.

W O R D M A R K O N LY When using the logo inline, or when space is limited, it is okay to use the word mark only.

FULL LOCKUP

W O R D M A R K O N LY

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PROPERTY IDENTITIES

Aspen Meadows Logo Aspen Meadows features its own, unique logo featuring the established leaf icon.

1

2 3 4

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1.

ICON

2.

WORDMARK

3.

DIVIDER

4.

QUALIFIER 143

PROPERTY IDENTITIES

Aspen Meadows Logo Variations FULL LOCKUP This is the complete and standard configuration for this property logo. This is the right variation to use most of the time.

W O R D M A R K O N LY When using the logo inline, or when space is limited, it is okay to use the word mark only.

FULL LOCKUP

W O R D M A R K O N LY

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SECTION 06

Secondary Identities

SECONDARY IDENTITIES

Residences at Salamander Middleburg Logo 1

The logo for Residences at Salamander Middleburg is a subset of the Salamander Middleburg logo.

To preserve the same overall height, the additional line of text necessitates the icon reducing in size proportionally.

RESIDENCES AT

2

SALAMANDER

®

3

MIDDLEBURG

4

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1.

ICON

2.

WORDMARK

3.

DIVIDER

4.

QUALIFIER 149

SECONDARY IDENTITIES

Residences at Salamander Middleburg Logo Variations FULL LOCKUP This is the complete and standard configuration for this property logo. This is the right variation to use most of the time.

W O R D M A R K O N LY When using the logo inline, or when space is limited, it is okay to use the word mark only.

RESIDENCES AT

SALAMANDER

®

MIDDLEBURG

FULL LOCKUP

RESIDENCES AT

SALAMANDER

®

MIDDLEBURG

W O R D M A R K O N LY

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SECONDARY IDENTITIES

Salamander Spa Logo

The Salamander Spa logo complements the suite of brand logos, while maintaining its own tone of casual relaxation.

1

The intertwined Salamanders icon has been updated and refined to be more legible and consistent.

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salamander spa

3

MIDDLEBURG

1.

ICON

2.

WORDMARK

3.

QUALIFIER

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SECONDARY IDENTITIES

Salamander Spa Logo Variations FULL LOCKUP This is the complete and standard configuration for this amenity logo. This is the right variation to use most of the time.

W O R D M A R K O N LY When using the logo inline, or when space is limited, it is okay to use the word mark only.

salamander spa MIDDLEBURG

FULL LOCKUP

salamander spa MIDDLEBURG

W O R D M A R K O N LY

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SECONDARY IDENTITIES

Salamander Spa Logo Location Qualifiers The Salamander Spa logo can be adapted to any location by modifying the qualifier line accordingly. We currently offer three destinations for Salamander Spa in Middleburg, Washington DC, and Tampa.

salamander spa MIDDLEBURG

salamander spa WASHINGTON DC

salamander spa TAMPA BAY

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SECTION 07

Global Guidelines

GLOBAL GUIDELINES

Logo Color Genres

All logos can be represented in either solid black or white.

BLACK Use this color genre against white or very light backgrounds.

WHITE Use this color as a knockout against dark colors and images.

SALAMANDER

®

COLLECTION

WHITE COLOR GENRE

SALAMANDER COLLECTION

BLACK COLOR GENRE

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GLOBAL GUIDELINES

Logo Integrities

Each logo variation is composed on a line grid, with each line’s height being the equivalent of the qualifier text height (in this case, the word Collection).

The height of the lines are also transposed as width to provide additional padding around each logo.

MINIMUM SIZE The minimum size of any logo variation will be such that the qualifier line’s minimum type size is 5pt.

SALAMANDER

®

COLLECTION

SALAMANDER

®

SALAMANDER COLLECTION

®

COLLECTION

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GLOBAL GUIDELINES

Registration Mark A registration mark (known as a “circle R”) should follow the word Salamander in all logos, whether corporate or property related.

SALAMANDER

®

COLLECTION

SALAMANDER

®

R EG I ST R AT I O N MARK

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GLOBAL GUIDELINES

Prohibited Modifications While we consider this document to be more of a guide than a strict set of rules, there are certain modifications to the logos that are prohibited, as they do not preserve the brand’s integrity.

These prohibited modifications pertain to both the corporate identity as well as all property identities.

SALAMANDER

®

LUXURY HOTELS

Salamander

SALAMANDER

COLLECTION

COLLECTION

Do not replace any of the wording.

SALAMANDER

SALAMANDER

®

Do not replace the logo’s appropriate icon.

®

COLLECTION

Do not replace the fonts or font weights.

Do not stretch or distort any part of the logo.

Do not omit any elements of the logo.

®

COLLECTION

SALAMANDER COLLECTION

Do not rearrange the elements of the logo.

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Do not crowd the logo within the clear space integrity.

®

SALAMANDER COLLECTION

Do not use a black logo on a dark background.

®

SALAMANDER COLLECTION

Do not use a white logo on a light background.

®

SALAMANDER

®

COLLECTION

Do not use a logo against a pattern or image with too much contrast.

167

GLOBAL GUIDELINES

Colorways

Thriving, Sapling, Fertility, Familial.

Our colorways spectrum captures the emotional and experiential notes of all Salamander properties into one cohesive palette.

Familiarity, Winding Down, Reflection, Effortless Elegance.

PA L M

Fresh Air, Pristine, Deep Breath, Cleanliness.

Saddle Leather, Artisan, Wild Horses, Strength.

LINEN

COAL

TA N N E RY

DEEP WAT E R

CELLAR

BLACK

WHITE

CO R P O R AT E O N LY C O L O R S

Adventure, Courage, Blue Sky Thinking, Carpe Diem.

SEAFOAM

EMBER

Oak and Cedar, Fortitude, Earthy, Roots.

Elemental, Sophisticated, Timeless, Classic, Foundational.

Disclaimer: Colors in this document may have shifted during printed. For the highest accuracy, always use genuine Pantone color swatches as a visual reference or use the color formulations to recreate the respective

Calm, Tranquility, Fresh, Revival, Relaxation.

Warmth, the Hearth Fire, Energy, Celebration, Passion.

colors.

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GLOBAL GUIDELINES

Color Formulas

These formulas will ensure a consistency when using our color palette, whether in print or on screen.

Disclaimer: Colors in this document may have shifted during printed. For

BLACK

WHITE

LINEN

TA N N E RY

CELLAR

HEX: #000000 RGB: 0/0/0 CMYK: 75/68/67/90 PMS: BLACK

HEX: #FFFFFF RGB: 255/255/255 CMYK: 0/0/0/0 PMS: N/A

HEX: #F2EBE7 RGB: 242/235/231 CMYK: 4/6/7/0 PMS: 9285 C

HEX: #D9B48F RGB: 217/180/143 CMYK: 15/29/45/0 PMS: 727 C

HEX: #826B6A RGB: 130/107/106 CMYK: 47/55/50/15 PMS: 2476 C

EMBER

SEAFOAM

DEEP WAT E R

COAL

PA L M

HEX: #BE531C RGB: 190/83/28 CMYK: 19/78/100/8 PMS: 167 C

HEX: #C6DAD7 RGB: 198/218/215 CMYK: 22/6/14/0 PMS: 9504 C

HEX: #1B365D RGB: 27/54/93 CMYK: 98/83/37/28 PMS: 534 C

HEX: #53565A RGB: 83/86/90 CMYK: 66/57/52/29 PMS: COOL GRAY 11 C

HEX: #304F42 RGB: 48/79/66 CMYK: 78/48/69/41 PMS: 4210 C

the highest accuracy, always use genuine Pantone color swatches as a visual reference or use the color formulations to recreate the respective colors.

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GLOBAL GUIDELINES

Typography Styles Using these type styles and relationships ensures brand consistency across all print and digital applications.

All official Salamander fonts are available as commercially free to license Google Fonts.

1 1.

M O N TS E R R AT M E D I U M All Caps, 200 Tracking fonts.google.com/specimen/Montserrat

2 . D M S E R I F D I S PL AY R E G U L A R 1.16 Em Kerning fonts.google.com/specimen/DM+Serif+Display

2

3

3. SOURCE SANS PRO LIGHT 1.4 Em Kerning fonts.google.com/specimen/Source+Sans+Pro

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GLOBAL GUIDELINES

Trade Dress Occasionally, it may be appropriate to use a pattern as part of the brand trade dress.

On these occasions, please choose from our collection of seamless patterns, represented in whichever brand color feels most complementary to the design.

The foreground elements and background should never be more than 10% apart in terms of brightness in order to keep the pattern subtle and monotone.

BRANCHES

Branches S A L A M A N D E R® COLLECTION

FLORAL

Facets S A L A M A N D E R® COLLECTION

WE AVE

Floral

Weave

S A L A M A N D E R® COLLECTION

S A L A M A N D E R® COLLECTION

LEAF

Leaf S A L A M A N D E R® COLLECTION

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FACETS

GRID

Grid S A L A M A N D E R® COLLECTION

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GLOBAL GUIDELINES

Corporate Pattern

For certain corporate functions, the corporate pattern may be used as standard trade dress.

Because this pattern is rather heavy in its design, it should be used sparingly.

LOREM IPSUM

Dolor Sit

S A L A M A N D E R® COLLECTION

S A L A M A N D E R® COLLECTION

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GLOBAL GUIDELINES

12x12 Layout Grid All collateral pieces begin with a 12x12 grid that is applied from edge to edge over the art board.

When placing elements, make informed decisions that relate to the grid and guarantee even placement. Salamander branded collateral features generous white space and plenty of room to breathe between elements.

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GLOBAL GUIDELINES

Property Footer

When creating collateral for a property, this footer ensures that all of the important information is presented in a neat and pleasing manner.

INNISBROOK 123.456.7890 WEBSITEURL.COM

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1

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B Y S A L A M A N D E R®

3

1.

SALAMANDER ICON

2.

CO N TACT I N FO

3.

PROPERTY LOGO

4.

H O S PI TA L I TY ACCO L A D E S

4

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GLOBAL GUIDELINES

Website Property Footer When creating website for a property, this footer ensures that all of the important information is presented in a neat and pleasing manner.

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SALAMANDER COLLECTION

®

Questions?

Reach out to our Brand Assurance team: brand@salamanderhotels.com