Brand Identity Guideline 2021
Table of Contents
Introduction
Project Brief Design Overview Basic elements
Color Palette Typeface Logo Stationery Design
Letterhead Business Card Envelope CD Case Folder Mockup
3 5 6 7 9 10 11 20 22 23 24 25 26 27
Signage Design
Main Entrance Directory Directional Signs Room Signs Bath House Conduct Signs Website UI Design
Mobile Tablet Merchandise
Tote Bag Mock Up Hotel Towel
28 30 32 34 36 38 40 42 44 46 48 50
INTRODUCTION
Project Brief Tsubaki Suites Bed & Breakfast is a traditional ryokan style inn that provides a space for healing and relaxation. The Tsubaki flower 椿, also known as a Camellia, is often used in Asian hair care products to moisturize and rejuvinate tired hair. We feature beautiful outdoor gardens and quiet, cozy rooms to help transport you to simplier times for a good night’s sleep, and enjoy a homemade Japanese breakfast with us to start your next morning. As the ryokan begins it’s reopening in 2022, guests will be able to experience a new identity that is luxurious, afforable, and memorable. This project requires a new logo, signage, website, and merchandising.
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Design Overview Much like the oil, the Tsubaki Suites hopes to show that it is a luxurious but affordable accommodation with a traditional twist. The final logo features a red tsubaki, or camellia flower as its main iconography for a elegant, yet refreshing concept. Across various designs, similar imagery of flowers and circular, soft-rounded elements are used to convey a docile and inviting mood, fitting for the ryokan and it’s accompanying bath house onsen..
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BASIC ELEMENTS
Basic elements
Color Palette Typeface Logo Symbol Black & White Logo and Ratios Master Logo Logo Variations Clear Space & Minimum Sizing Restrictions
7 9 10 11 12 13 14 15 16 17
Maple w
COLOR PALETTE
Camellia Red, Morning Sunlight, and Gold Gourd are the primary colors for the logo, as well as for appropriate thematical accents. Maple Wood is primarily used as an alternative to a white canvas, however it should be used sparingly.
rning Mo S
Pa ttern
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camelli a
The pattern is used as a design divider, primarly on the company stationery.
Gold g
Our color palette was chosen from the natural colors of the Japonica Camellia flower, sunlight, and natural wood.
d oo HEX CODE #E5D2BE R229 : G210 : B190
d ur o
HEX CODE #C9AA2D R204 : G173 : B44
ight l un hEX CODE #EFD66A R240 : G216 : B104
d re
HEX CODE #A42E48 R167 : G40 : B72
TYPEFACE Heisei Maru Goth Standard Regular
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 1234567890 新しい時代のこころを映すタイプフェイスデザイン
Heisei Maru Goth Standard Bold
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 1234567890 新しい時代のこころを映すタイプフェイスデザイン 11
Logo
The Camellia Japonica has many layers of petals in both uniform and non-uniform spirals depending color cultivation
Much like a 4-leaf clover, the four middle petals are for good luck and prosperity
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Black & White Logo and Ratios
9x
8.8x 12x
x 0.4x
TSUBAKI SUITES B E D & B R E A K FA S T
x 0.7x
11x
13
Master Logo
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variations The logo may be used with slight variation: a fully filled Camellia red background or the on-brand bookmark shape may be used as needed, as well as white for the hotel name. The camellia flower icon may also be used on its own for decorative purposes.
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clear space & minimum sizing
Minimum Clear Space
Minimum Sizing
Below are the guidelines for the minimum require clear space around the outer perimeter of the master logo. Elements should not exceed past this spacing of X, nor be cut off when placed .
With the exception of the business cards, the logo shall not be sized smaller than 1 inch by 1 inch (measurements showed below, not including clear space).
1 in.
x
1 in.
x
x
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restrictions
TSUBAKI SUITES B E D & B R E A K FA S T
DO NOT SWAP COLORS ON EITHER FLOWER OR TEXT
TSUBAKI SUITES
The logo (camellia flower) may be used alone, however there are restrictions when implimenting variations onto new designs.
B E D & B R E A K FA S T
DO NOT ROTATE FLOWER FROM ORIGINAL POSITION
TSUBAKI SUITES B E D & B R E A K FA S T
DO NOT SKEW LOGO
DO NOT REPOSITION TEXT FROM ITS ORIGINAL pOSITION
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Stationery Design
Stationery Design
Letterhead Business Card Envelope CD Case Folder Mockup
20 22 23 24 25 26 27
letterhead
6.4 in
1.641N
1.16in
11 in.
5.6 in
20
8.5 in.
business card Due to the limits of a business card, it is the only exception to the Logo minimium sizing requirements.
3.5 in. 0.66 in.
0.97 in.
2 in.
0.32 in.
0.55 In.
0.85 in. 21
envelope
6.5 in.
1.4 in.
2.5 in. 4 in.
22
9 .5 in.
cd case
1.375 in.
2 in.
4.75 in.
4.75 in.
4.75 in.
23
9 in.
folder
5.75 in.
4.2 in.
12 in.
Signage Design
Signage Design
Main Entrance Directory Directional Signs Room Signs Bath House Conduct Signs
28 30 32 34 36 38
main entrance
7 ft. 1.5 ft.
9.5 ft.
5 ft.
28
directory
10 ft. (floor to ceiling)
5.9 ft.
30
5.5 ft.
directional signs 1 ft.
1 ft.
5 ft. 2 ft.
32
4 ft.
room signs
eye level (5.3 ft.)
10 in. 5.5 ft. waist level (3.8 ft)
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bath house conduct *Same dimensions as directory
10 ft. (floor to ceiling)
5.5 ft.
36
Website UI Design
Website UI Design
Mobile Tablet
40 42 44
1
mobile
1
2 1. Navigation bar HOME, LANGUAGE, PROFILE, HELP
2
66
3
2. reservATION SEARCH BAR
3
sEARCH AND BOOK RESERVATIONS
3. FEATURED sHOWCASING AMENITIES AND MENUS
4. ARTICLE (about us) background info on ryokan
5. PROMOTIONS current offers and discounts
4 4
6. GALLERY Photo gallery of ryokan & onsen
7
7. SUBSCRIPTION Email subscription and information
7 5 5
40
1
tablet
5
1
2 1. Navigation bar
2
HOME, LANGUAGE, PROFILE, HELP
2. reservATION SEARCH BAR sEARCH AND BOOK RESERVATIONS
3. FEATURED
6
3
sHOWCASING AMENITIES AND MENUS
4. ARTICLE (about us)
3
background info on ryokan
5. PROMOTIONS
6
current offers and discounts
6. GALLERY Photo gallery of ryokan & onsen
7. SUBSCRIPTION
4
Email subscription and information
4
7
7 5 42
Merchandise
Merchandise
Tote Bag Hotel Towels
46 48 50
46
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©2021 Tsubaki Suites Bed & Breakfast. Designed by Michi Ysaguirre.