Official Websites
Brand Guidelines
2017
Categories
Brand Voice
- Voice & Tone This is how we want to sound when we connect with our audience.
- OUR BRAND IS… Fresh and bright Fun and adventurous Laid-back and friendly Knowledgeable and professional Warm and welcoming Encouraging and supportive
Brand Imagery
- Images and patterns that evoke the overall feeling of the brand.
- Main logo design. Use this logo primarily, and keep at least .5" white space on all four sides.
- Main logo design in greyscale. Use this logo on light colored background or on black and white materials. Keep at least .5" white space on all four sides.
- These secondary logos should be used on printed materials when it is important that the viewer knows the relevant information at the bottom (i.e. location or website). Keep at least .5" white space on all four sides.
- The icon can be used as a decorative element in design pieces or in instances where clear brand recognition has been established.
Color Palette
- Navy Blue CMYK 100, 77, 47, 48 RGB 0, 44, 68 #002c44
- Ocean Teal CMYK 75, 2, 34, 0 RGB 0, 181, 181 #00b5b5
- Soft Aqua CMYK 23, 0, 10, 0 RGB 194, 230, 229 #c2e6e5
- Salmon CMYK 0, 54, 49, 0 RGB 246, 143, 120 #f68f78
- Pale Pink CMYK 2, 17, 8, 0 RGB 246, 216, 216 #f6d8d8
- Golden Sun CMYK 11, 31, 98, 0 RGB 229, 175, 40 #e5af28
Typography
- Used for headlines.
- Black Diamond
- A B C D E F G H I J K L M N O P Q R S T U V W Z Y Z
- a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9
- FUTURA BOLD
- Alternative font for headlines.
- a b c d e f g h i j k l m n
- o p q r s t u v w x y z
- 0 1 2 3 4 5 6 7 8 9
- Proxima Nova
- A B C D E F G H I J K L M N O P Q R S T U V W Z Y Z Typography a b c d e f g h i j k l m n o p q r s t u v w x y zBody copy font. 0 1 2 3 4 5 6 7 8 9
Logo Usage
- Main logo design. Use this logo primarily, and keep at least .5" white space on all four sides.
- Main logo design in greyscale. Use this logo on light colored background or on black and white materials. Keep at least .5" white space on all four sides.
Tone And Messaging
- Keep your messaging on-point so that every time you write or speak about your work, the message is aligned with your brand identity.
- Use this tool to ensure that your brand messaging stays consistent and your brand’s look and feel remains cohesive.
- Use this as a reference when developing promotional materials; it will help you to ensure that you craft a clear message across all communication channels, whether it’s through your website, social media accounts, brochures, flyers, or ads.
- Voice & Tone This is how we want to sound when we connect with our audience. OUR BRAND IS… Fresh and bright Fun and adventurous Laid-back and friendly Knowledgeable and professional Warm and welcoming Encouraging and supportive
- When we communicate with our audience, we want to: • make our audience aware of the full surf/spa experience we offer, our approach to surf instruction, and our commitment to providing personalized experiences. • inspire our audience to make time for themselves to get away, explore, and learn something new. • educate our audience about surf tips, travel ideas, and healthy living tools. • share information about our upcoming retreats, our team members, and special promotions.
- These are terms that we use when we talk about the work we do. • friends, everyone, lovely people — use this term when directing communications to our audience • guests — use this term when referring to our customers • We/Our/Us — use this term when speaking about our team • I — default to this term when speaking 1:1 with customer or if Laura is sharing her own personal experience/story on social media or email • services — use this term when referring to what you provide our guests • retreat vs. camp — use retreat when referring to the guest experience • VIP concierge — use this term when referring to the personalized, customized itinerary planning and service bookings offered • Book Your Retreat, Start Your Adventure — use this term when referring to a call-to-action for guest
- Brand Vocabulary The following words describe what makes our brand unique. OUR APPROACH Personalized Encouraging Safe and hands-on THE GUEST EXPERIENCE, AND THE AMBIANCE AT KELEA SURF SPA Peaceful Relaxing Empowering Fun Exciting Inspiring Life-changing
- The following section provides examples for language and phrases used when writing marketing copy, speaking about events, or sharing information about upcoming promotions. By being mindful of our messaging goals, brand vocabulary, and core traits, we can be sure that we maintain our appropriate voice and tone of our brand.
- PROMOTIONAL COPY FOR EVENTS OR SPECIALS Start your adventure today and get $50 off your retreat!
- ABOUT SURFING AT KELEA Whether you’re a first-time surfer and just looking to explore something new, or a seasoned surfer who can’t wait to get back in the waves and improve your surfing, there’s a place for you at Kelea Surf Spa. No matter where you’re at in your journey, our surf instructors will help you reach your surfing goals.
- CALL TO ACTIONS • Start your adventure • Book your retreat • Register now • Learn more • Visit us online at www. keleasurfspa.com • Sign-up for the Surf Report and get $50 off your first retreat • Connect with us on Facebook or Instagram
- SOCIAL MEDIA CAPTIONS Facebook • Dreaming of sunshine and fresh, tropical breezes? Stop dreaming and start scheming! Come adventure with us this winter in Costa Rica; we’ve got just a few more spots available for our January retreat. We’d love to see you in the waves! Learn more about how to start your adventure by following the link below. Instagram • I’m so grateful for the many faces of our Kelea team. They help us offer the killer surf spa experience we know you love. Every now and then, I like to give a little shout-out to one of our special people. This month, I’m featuring a conversation with one of our massage therapists, Angelina, on the Kelea blog. Head on over to the link in our bio to learn more about Angelina and the magic that she shares with us on retreat.
Brand Values
- This is what our brand holds dear.
- Kelea combines our passion of the ocean, healthy living, adventure, exploring, and being active in nature. We blend massage and yoga with surfing, so that your body is supported and your spirit is uplifted throughout your retreat. In complement of a good massage to relax your body, and yoga to calm your mind, surfing strengthens your muscles, clarifies your thoughts, and replenishes your inner being.
We believe: • Surfing directly connects you with nature and provides you with a great workout. • That it’s important to take time for yourself In the healing power of the ocean. • Life is an adventure worth living. • You’re never too old or too busy to try something new.
Visual Style
- Images and patterns that evoke the overall feeling of the brand.
- Main logo design. Use this logo primarily, and keep at least .5" white space on all four sides.
- Main logo design in greyscale. Use this logo on light colored background or on black and white materials. Keep at least .5" white space on all four sides.
- These secondary logos should be used on printed materials when it is important that the viewer knows the relevant information at the bottom (i.e. location or website). Keep at least .5" white space on all four sides.
- The icon can be used as a decorative element in design pieces or in instances where clear brand recognition has been established.
- These icons can be used as decorative elements when referring to waves, surfing, yoga, and massage.
- Navy Blue CMYK 100, 77, 47, 48 RGB 0, 44, 68 #002c44
- Ocean Teal CMYK 75, 2, 34, 0 RGB 0, 181, 181 #00b5b5
- Soft Aqua CMYK 23, 0, 10, 0 RGB 194, 230, 229 #c2e6e5
- Salmon CMYK 0, 54, 49, 0 RGB 246, 143, 120 #f68f78
- Pale Pink CMYK 2, 17, 8, 0 RGB 246, 216, 216 #f6d8d8
- Golden Sun CMYK 11, 31, 98, 0 RGB 229, 175, 40 #e5af28
- Used for headlines. # Black Diamond
- Alternative font for headlines. ## FUTURA BOLD
- Body copy font. #### Proxima Nova
Iconography
- The icon can be used as a decorative element in design pieces or in instances where clear brand recognition has been established.
- These icons can be used as decorative elements when referring to waves, surfing, yoga, and massage.
Layout And Composition
- Use this logo primarily, and keep at least .5" white space on all four sides.
- Use this logo on light colored background or on black and white materials. Keep at least .5" white space on all four sides.
- These secondary logos should be used on printed materials when it is important that the viewer knows the relevant information at the bottom (i.e. location or website). Keep at least .5" white space on all four sides.
Moodboard
- Images and patterns that evoke the overall feeling of the brand.