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THE HUNTINGTON SAN FRANCISCO•

Corporate identity and usage guidelines

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THE HUNTINGTON STORY

San Francisco’s Nob Hill has always been home to the very rich and the very famous. As the city grows and changes from year to year, however, one thing remains the same: Nob Hill is still San Francisco’s crown jewel. In 1922, construction began on the corner of California and Taylor streets, former site of the Tobin Mansion. The result was a 12-story, $2.5 million residential Apartment hotel building. Constructed by Weeks and Day, the 140 room Huntington Apartments was the first steel and brick high-rise west of the Mississippi. In keeping with Nob Hill’s exclusive ambience, the building was described by San Francisco’s Illustrated Daily Herald as the “last word in luxury”. In 1950, a male-dominated industry was stunned by the turning over of the hotel’s ownership to Dorothy, the 14 year old daughter of Eugene Fritz. As one of America’s first women to own and eventually manage a hotel, “Dolly” Fritz expanded the hotel’s exclusive reputation. Her 1967 marriage to Newton Cope, a Sacramento real estate developer, restaurateur and California historian cemented the family’s commitment to Northern California’s hospitality industry. Today, a third generation of the Cope family is actively involved in managing the Huntington Hotel, and Nob Hill Spa. The Huntington maintains its long-standing tradition of high standards and gracious service. Its reputation for quiet and understated luxury has made it a favorite among fashion-conscious travelers who prefer individuality and elegance.

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CONTENTS

PRESERVING THE IDENTITY LOGO STRUCTURE APPLICATION OF THE LOGO COLOUR MARKETING COLLATERAL APPENDIX

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PRESERVING THE IDENTITY

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The Hunting hotel has been an enduring part of the culture of Nob Hill and San francisco, steeped in tradition and elegant luxury for generations. It has accomodated celebrities and captains of industry for over half a century and it’s importance should never be understated. We commit ourselves to maintaining a benchmark level of service that is unparalleled in the hospitality industry, undergoing an annual, exhaustive inspection as part of our Standards of Excellence program.

We seek to maintain a brand relationship with our guests that will endure as it has in the past but with a new resonance, one reflecting a style that combines refinement with the enjoyment of living free in modern times. Through a strict adherence to our branding guidelines we will be be the leaders of a new generation of world travellers that know the meaning of excess and are constantly seeking out new ways to embrace all that life has to offer. This is the Huntington Hotel.

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LOGO STRUCTURE LOGOTYPE The typeface for the Huntington Hotel is Didot regular. 14 pt with 12pt leading

LOCATION This is also Didot regular and must be 6 points smaller than the ‘HUNTINGTON’ always. Bullet ponts are set at 5pt with a 1pt baseline shift upwards. 8pt with 7pt leading.

LOGO

LOGOTYPE

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LOGO

When the logo is used in conjunction with logotype, the basline of the ‘HUNTINGTON’ must be level with the bottommost edge of the logo and not deviate in any way.

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The sizes specified are given as a guide only.

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APPLICATION OF THE LOGO Maintaining spatial relationships and sizing

All of the components of the logo should retain the relational properties of composition and size. That is, the graphic symbol and typography should be scaled up and down together, as a unit, and never separately. The only exception to this rule is for the very smallest applications such as pens and tie clips when the symbol is slightly larger in relationship to

the typographic elements of the logo. These files are designated xs (extra small). Always use the appropriate file type for your specific application. As a guide, set against a pont size of 14pt for the the logotype, the logo must be 9.5 mm wide by 18mm high with 1mm space between beaks and serifs

9.5 mm

1 mm 18 mm

THE HUNTINGTON 14 pt

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Incorrect arrangement of logo elements

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PRINT AND DISPLAY

For all print and display purposes, the vector art files should be used, available as either eps and Illustrator formats. In particular cases where the type may be too small to be read (pens etc) the location can be omitted.

HHt1_logo.eps

ON-SCREEN USAGE

HHt1_logo.ai

50 x 24

HH1_logo.gif

50 x 24

HH2_logo.eps

100x 48

HH1_logo.swf

100x 48

HH4_logo.ai

100x 48

HH1_logo.psd

300 x 144

HH4_logo.eps

50x 48

HH1_logo.tif

300 x 144

PRINT(mm)

For all screen-based media, web, mobile, tablet etc, the jpg or gif files must be used. It is imerative that they not be scaled up at all as pixelation will occur. High resolution Photoshop and Tif files are also provided for re-editing accordong to spatial guidelines.

SCREEN(px)

50 x 24

HH1_logo.jpg

SPATIAL RELATIONSHIPS OF LOGO AND TYPESTYLE

Wherever the Huntington logo is used, it must be clearly separated from other elements on the page and should never be placed against a background that does not provide sufficient contrast and not visually complex.

5mm

5 mm

5 mm THE HUNTINGTON •

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SAN FRANCISCO• 5mm

50 x 24


COLOUR

Maintaining the Brand emotion

The rules and guidelines for using the corporate colours and associated tints must be adhered to across all media and marketing collateral. When using the colour in print applications and materials, a colour book must be used and the specific PMS inks applied. The specific colours are PANTONE 165M and 1807M. If you are using metallic inks or foil, these must be aaproved by Huntington management prior to production.

The Huntington hotel logo may, if required, be used in the colour of the most dominant object in an approved photo. In this case, there must be sufficient contrast between the logo and the background in order to maintain visibility and ledgibility. The logo should never be used in multiple colours other than the specified PMS numbers or supporting colour palette.

The preferred method for using the typestyle against a dark background should be reversed out as white.

PANTONE 165 M

PANTONE 1807 M

PMS 165M Orange is used to symbolize the colours of the Californian sunset. It is one of the two defining colours for the brand and should only be used for the logo. A tint of no more than %50 of the CMYK may be used with print communications. PROCESS C0 M59 Y96 K0 SCREEN R245 G132 B38 WEB hex# F58426

PMS 1807M Red symbolizes the iconic Golden Gate bridge that San Francisco is known for. As a design element it may be used as a border but at no more than 2 points. This is the colour to match for all stationery used to hold documents ie; Die cut document wallets. PROCESS C0 M100 Y96 K28 SCREEN R181 G18 B27 WEB hex# B5121 8


WHITE White may be used in certain cases such as the Nob Hill spa maintaing a tranquil feel. or to serve as a background for color renditions of the logo. White may be used selectively to add warmth to marketing applications, pure white is preferred for corporate communications.

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PANTONE BLACK When 165M and 1807M are not available or appropriate for some applications, black is an elegant and acceptable substitute for applying the Huntington identity. It may be used to render the logo itself or as a background color against white type.

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PROCESS C50 M70 Y50 K100 SCREEN R0 G0 B0 WEB hex# 000000

SUPPORTING COLOUR PALETTE This supporting palette may be used in some cases for creating textures, borders, and backgrounds. While they can add depth and interest to a composition, keep in mind that white space is also an important part of our visual brand identity.

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MARKETING COLLATERAL

Applying identity to marketing materials and operational signage

When using the logo in print or for larger applications like exhibit graphics and signage, use the vector art files provided. These files are scalable without compromising image quality and are available in eps file format (e.g: HH4_logo.eps). Also acceptable for print application are high-resolution pixel- based images. These files should be used at or below the actual file size so they do not lose clarity. They are available in tiff and Photoshop file format. When using the logo for multimedia applications like Web sites or touch-screen media, use the on-screen art files provided. These files should be used at or below the actual file size so they do not lose clarity. They are available in jpeg (e.g. ) or gif (e.g. HH1_logo.jpg, HH1_logo.gif ) file format.

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APPENDIX

LOGO FILE NAMING CONVENTION HH1_color2_lg3_rev4.jpg 1. brand name (e.g. Huntington_hotel)

AVAILABLE LOGO FILE TYPES EPS: encapsulated postscript Filename extension: .eps Vector file format, ideal for high resolution print applications. TIFF: tagged image file format Filename extension: .tif Pixel file format, acceptable for high resolution print applications. JPEG: joint photographic experts group Filename extension: .jpg Pixel file format, used for low-resolution applications such as web and e-com. GIF: graphics interchange format Filename extension: .gif Pixel file format, used for low-resolution applications such as web and e-commerce.

2. designates color or black and white 3. size (large, small, or extra small) 4. indicates logo in positive or negative form (e.g. rev = reversed out of color) 5. file type (eps, tiff, jpeg, gif ) Logo files can be found in the Brand and Logo Resources section of the Huntington Hotel web portal.

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The Huntington Hotel Brand Manual