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nal
British Virgin Islands
by Mainsail Development International
Brand Identity
and Communication
Standards
BRITISH VIRGIN ISLANDS
A Brand Centuries in the Making
In the British Virgin Islands, lies a pristine island first “discovered” by
Christopher Columbus in 1493. It has appeared in journals, reports and
legends; penned by European ship captains, missionaries, and settlers
passing through to the New World.
The first and only development on the island (and the first in the BVI
in fifteen years) is an exclusive luxury resort property that bears the
only name this island has ever had. Welcome to Scrub Island.
The Scrub Island brand, like the development itself, is the perfect blend
of old-world Caribbean charm and modern day luxury. Like the
explorers who graced these shores in eras passed, guests of this fabulous
resort are also explorers, free to discover new culinary creations, undersea worlds, fabulous spa treatments, and much more. Tasteful touches
from the Age of the Monarchs complement authentic Caribbean decor
for a truly one-of-a-kind resort experience.
Brand Identity and Communication Standards
Table of Contents
i. PROPRIETARY MESSAGE
ii. BUSINESS OBJECTIVE
iii. HOW TO USE THIS MANUAL
iv. CONTACT INFORMATION
1. BASIC IDENTITY ELEMENTS
Signature System
Color Specifications
PROPERTY FORMATS
Single
Multiple 2. ADVERTISING/MERCHANDISING
STANDARDS
Required Brand Standards Required In-Hotel Messages Fixtures In-Suite Merchandising 1.2
1.3
1.5
1.6
2.2
2.3
2.4
2.7
4. FACILITIES
Exterior Signage Interior Signage Van and Airport Signage Miscellaneous Signage 4.2
4.3
4.4
4.6
5. IN-SUITE COLLATERAL
Amenities Signage Guest Services Directory 5.2
5.4
5.6
6. ELECTRONIC/INTERACTIVE
Website Templates 6.2
ONLINE ADVERTISING
Presentation Templates 6.3
7. PREMIUMS/INCENTIVES
Logo Standards 7.2
Screen Printing and Embroidery 7.3
V. GLOSSARY OF PRINTING AND
GRAPHIC TERMINOLOGY
3. COLLATERAL
PROPERTY
Sales Front Desk Stationery 3.2
3.4
3.5
CORPORATE
Stationery Miscellaneous 3.6
3.7
BRITISH VIRGIN ISLANDS
Proprietary Message
Mainsail Hotels Corporation
Tampa, Florida
All Rights Reserved
This book or any part thereof may not be
reproduced without the written permission
of the publisher.
Any questions regarding the contents of
this manual may be addressed to:
Mainsail Hotels Corporation
Attn: Scrub Island Brand Management
4602 Eisenhower Boulevard
Tampa, FL 33634
The material was developed and prepared by
Mainsail Hotels Corporation. It is offered for
use by those authorized partners, vendors and
affiliates who have written permission from
Scrub Island Brand Management.
© 2009 Mainsail Hotels Corporation
Brand Identity and Communication Standards
Objective
The standards outlined in this manual represent Scrub Island Resort
and Spa. Our goal is to align and promote a consistent look, tone and
feel. Our intent is not to impede marketing or individuality but rather
to enhance and strengthen the brand positioning in the marketplace
and in our guests’ minds.
Employees, vendors and marketing partners should use these guidelines for creating all advertising, merchandise, collateral and signage.
These guidelines are brand standards, one of our most precious assets
– one that everyone in our organization works every day to promote
and protect.
It is our collective responsibility as communicators of our brand to
protect the equity that we have all worked so hard to earn.
Effective, uniform branding is the essential
building block of the company’s success.
BRITISH VIRGIN ISLANDS
How to use this Manual
This manual specifically addresses the Scrub Island logo identity
and its required usage within all aspects of operations, sales and
marketing. Within the specific sections, you will find instructions,
samples and layouts of brand items displaying the proper logo usage.
Use this information to create brand-approved items. Reproduction
quality logos, images and order forms are available online at www.
scrubisland.com/brandmanagement.
Materials that you generate using the Scrub Island brand must be
approved by Scrub Island Brand Management. Email questions and
materials to:
brandmanagement@scrubisland.com
Brand Identity and Communication Standards
Contact Information
Please refer to the list of contacts below for questions and ordering
information on all the items addressed in this manual.
Brand Management:
Scott Ward
Director, Advertising and Marketing
Scrub Island Resort and Spa
4602 Eisenhower Boulevard
Tampa, FL 33634
T: 813-849-4102
F: 812-269-4802
E-mail: sward@mainsailhotels.com
Architects:
Interior Design:
BRITISH VIRGIN ISLANDS
Basic Identity Elements
The visual strength of the Scrub Island brand depends upon the consistent and considered use of the different elements in our identity
system. Most important is the Scrub Island brand signature.
The basic identity elements are the visual representation of the brand.
These guidelines provide a framework to help ensure our brand is
consistently expressed wherever it is seen. Consistent brand
communication is vital to our continued success.
nal
ds
Brand Identity and Communication Standards
Scrub Island Logo Standards
The following pages outline the specifications for correct usage of our
brand logos. They define and detail the various elements of our logos:
type, symbol, colors, sizing, spacing, proportion and sequencing of the
graphic components. Please adhere to these rules whenever printing
premiums, merchandise, collateral, or advertising materials.
The Scrub Island brand signature is the primary presentation of the
brand. Reflective of the time period of the East India Trading Company
and early settlement of the British Virgin Islands, our logo incorporates
elements of handwritten type indicative of handwritten penmanship The
“British Virgin Islands” tag always accompanies the brand signature.
Brand Signature -------
Tag---------------------------
ional
British Virgin Islands
by Mainsail Development International
BRITISH VIRGIN ISLANDS
Scrub Island Logo Standards
CORPORATE LOGO FORMATS
1. Stacked Logo
This version of the Scrub Island logo places the Scrub Island signature
directly above the tag. This logo ia available as a single file. The tag is
not to be retypset. Usage of this logo is limited to square or vertical
spaces where the logo is the dominant element. Signage and posters
are typical examples.
British Virgin Islands
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
Brand Identity and Communication Standards
Scrub Island Logo Standards
CORPORATE LOGO FORMATS
2. Horizontal Logo
This version of the Scrub Island logo places the Scrub Island signature
to the left of the tag. This logo is available as a single file. The tag is not
to be retypset. Usage of this logo is limited to horizontal spaces where
the stacked logo would appear too small to be legible. Banner ads and
letterhead are typical examples.
BRITISH VIRGIN ISLANDS
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
BRITISH VIRGIN ISLANDS
Scrub Island Logo Standards
LOGO COLORS
1. 4 color process printing
--------------------
British Virgin Islands ---------------------
Cyan – 44
Magenta – 60
Yellow – 100
Black – 38
Cyan – 32
Magenta – 48
Yellow – 76
Black – 20
Typical applications: brochures, print advertisements, posters
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
Brand Identity and Communication Standards
Scrub Island Logo Standards
LOGO COLORS
2. Electronic Media (RGB)
--------------------
British Virgin Islands ---------------------
R – 108
G – 78
B – 30
R – 151
G – 115
B – 71
Typical applications: web sites, email blasts, interactive CD ROMS
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
BRITISH VIRGIN ISLANDS
Scrub Island Logo Standards
LOGO COLORS
3. Two color printing on coated (enamel) stock using
Pantone® Matching System
--------------------
PMS 1405C
British Virgin Islands --------------------- PMS 873C
Typical applications: silk screened vinyl banners
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
Brand Identity and Communication Standards
Scrub Island Logo Standards
LOGO COLORS
4. Two color printing on UNCOATED (offset) stock using
Pantone® Matching System
--------------------
PMS – 154U
British Virgin Islands --------------------- PMS – 1395U
Typical applications: corporate stationary, embroidered clothing
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
BRITISH VIRGIN ISLANDS
Scrub Island Logo Standards
LOGO COLORS
5. 1 color printing (Black)
British Virgin Islands
British Virgin Islands
Typical applications: newspaper advertisements, flyers
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
Brand Identity and Communication Standards
Scrub Island Design Elements
WAX SEAL
An element that reflects the Age of the European Monarchs and the
early settlement of the British Virgin Islands, a wax seal has been
adopted into the Scrub Island brand identity. This icon is reminiscent
of the official marks that were used to seal all communications to
ensure their authenticity. The center of the seal bears the mark of
Scrub Island’s parent company, Mainsail Hotels Corporation.
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
BRITISH VIRGIN ISLANDS
Scrub Island Design Elements
WAX SEAL SPECIFICATIONS
The wax seal is a graphic element that helps project the tradition
and authenticity of the Scrub Island brand. The seal can only be used
in full color applications (CMYK or RGB). It cannot be larger than
1 1/2 inches wide and no smaller than 3/8 inch wide.
Maximum Size
1 1/2 inches
Minimum Size
3/8 inches
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
Brand Identity and Communication Standards
Scrub Island Design Elements
WAX SEAL USAGE
The wax seal graphic is not part of the Scrub Island logo. It can
appear with the logo under the following guidelines:
Distance between elements
The seal must be at least its own width away from the Scrub Island logo or tag line. For instance, if the
width of the seal (A) is one inch wide, the distance between the seal and the tag line (B) is one inch or
more.
B
A
BRITISH VIRGIN ISLANDS
Size of the seal in relation to the size of the Scrub Island logo
The height of the “I” in Island (C) must be the same measurement as the inside circle of the seal (D).
C
BRITISH VIRGIN ISLANDS
D
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
BRITISH VIRGIN ISLANDS
Scrub Island Design Elements
Floral Pattern Background
The floral pattern background is an important graphic element for all
Scrub Island branding materials. It can be cropped from this orginal
configuration as long as at least one whole flower within the pattern
is visible. For conventional print applications, the graphic cannot be
enlarged beyond 150% of the original file size. Color shifts or
intentional color manipulations are not permitted.
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
Brand Identity and Communication Standards
Scrub Island Design Elements
Floral Pattern USAGE
The floral pattern background can be used by itself as a graphic
element or as a background for the Scrub Island logo, seal, headline
copy, or photographs. Due to legibility issues, body text should NOT
be placed on top of the floral pattern background.
Logo and Seal
on Floral
Pattern
Photographs
on Floral
Pattern
SI-117LongViewoutlns.indd 1
3/19/09 5:40:31 PM
Headline
on Floral
Pattern
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
BRITISH VIRGIN ISLANDS
Scrub Island Design Elements
Decorative Rule
The decorative rule acts as a separator between sections of Scrub
Island printed and electronic communications. It can be used in
conjunction with the floral pattern background, approved solid color
backgrounds, the Scrub Island logo and accepted photographs and
illustrations. For conventional print applications, the graphic cannot
be enlarged beyond 150% of the original file size. Color shifts or
intentional color manipulations are not permitted.
100% view
Enlarged view
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
Brand Identity and Communication Standards
Scrub Island Design Elements
Decorative Rule Applications
The decorative rule is an elegant way to enhance a Scrub Island
layout. The example below shows three ways the rule can be used.
Separate Floral Pattern
Background from white
background
Separate two text sections
on white background
Separate Floral Pattern
Background from cream
background
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
BRITISH VIRGIN ISLANDS
Scrub Island Design Elements
Decorative Rule Colors
The decorative rule must be presented in the prescribed color in order
to conform to Scrub Island brand standards and to blend correctly
with the Scrub Island logo and other approved graphic elements.
Color requirements vary based on the application.
1. 4 color process printing
2. Electronic Media (RGB)
3. Two color printing on coated (enamel) stock
using Pantone® Matching System
4. Two color printing on UNCOATED (offset) stock
using Pantone® Matching System
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
Brand Identity and Communication Standards
Scrub Island Design Elements
Solid background colors
The solid backgrounds found in many Scrub Island communications
are limited to two specific colors.
1. Cream
This bright tone is reminiscent of the rays of
sunshine that warm the BVI year-round. The
foundation color for backgrounds – incorporating
the pleasant tones of days spent under the sun. This
color is often the solid background for an entire
page. This background should be a solid color
only, no vignettes or patterns can be overlayed.
2. Brown
Based on the rich hue of the Scrub Island wordmark, this brown tone exudes a warmth reminiscent of the genuine Caribbean spirit. This color is
used mainly as a background for important headlines and for light photographs where maximum
impact and contrast is desired. Again, no vignettes
or patterns can be overlayed.
C-0, M-5, Y-9, K-0
C-44, M-60, Y-100, K-38
Downloads for logos and other Scrub Island graphic elements are available to registered users at www.
scrubisland.cm/brandmanagement.
BRITISH VIRGIN ISLANDS
Scrub Island Design Elements
Photography
Imagery is a very important component of Scrub Island brand communications. All photographs must be approved or supplied by Scrub
Island Brand Management. Photography is divided into two distinct
categories.
Experiential
These images reflect the “experience” that guests enjoy on Scrub
Island. These are lifestyle shots that generally depict activities, scenery
and life around the island. This photography uses highly saturated
colors and wide open vistas to give viewers a sense of the colorful and
panoramic environment.
Downloads for Scrub Island photographs are available to registered users at
www.scrubisland.cm/brandmanagement.
Brand Identity and Communication Standards
Scrub Island Design Elements
Photography
Product
These photographs are used to add substance to the Caribbean
lifestyle. They are shots of our facilities and amenities, such as rooms,
dining spaces, marina, spa, etc. The difference between these and experiential is that product photography visually explains the structure
and elements that comprise the resort. The tone of this photography is
stylized to be quiet and clean to highlight the products.
Downloads for Scrub Island photographs are available to registered users at
www.scrubisland.cm/brandmanagement.
BRITISH VIRGIN ISLANDS
Scrub Island Design Elements
Fonts
Scrub Island Brand Management requires the use of specific fonts for
all marketing materials.
Trajan Pro
This font is used in main headlines in brochures, newsletters,
advertisements, posters and other applications. It is available only in
capital letters and has no bold or italic cuts.
Cochin, Cochin Bold, Cochin Italic
This font is used for body text in all print applications. The bold, italic,
and bold italic versions are used for subheads, usually 2-10 points larger
than the body text.
Because of copyright restrictions, Scrub Island Brand Management cannot supply fonts.
Go to www.adobe.com/type to purchase one or more of the Scrub Island approved fonts.
Brand Identity and Communication Standards
Scrub Island Design Elements
Fonts
Za p f i n o
This font has limited usage in Scrub
Island brand communications. It is limited
to display applications (headlines with
few words) due to legibility issues and its
extremely tall ascenders and decenders.
Georgia, Georgia Bold, Georgia Italic
Because of font legibility issues in electronic media versus print
applications, this font replaces Cochin as the font of choice for body
text and subheads. Web sites, email blasts, CD ROMs, and corporate
videos are a few examples of media that are affected by this font choice.
Because of copyright restrictions, Scrub Island Brand Management cannot supply fonts.
Go to www.adobe.com/type to purchase one or more of the Scrub Island approved fonts.