The Brando

📋 1 Guidelines

🔗 Connections

Sector

Tourism Hospitality

Region

France

Guideline Year

2013

Language

English

Tags

Tourism

Official Websites

Brand Guidelines

2013

Brand Summary

Mission
  • The Brando aims to provide carefree luxury in the midst of pristine nature, reflecting Polynesian lifestyles and culture, while pioneering sustainable technology and environmental protection. The resort brings together historical practices and new technologies to deliver extraordinary luxury in an environmentally friendly manner, invigorating the spirit and enriching all who visit [^1].
Core Values
  • respect for heritage
  • responsibility to guests and environment
  • education about nature and sustainability
  • exclusivity
  • uniqueness
  • thoughtfulness
Target Audience
  • Affluent travelers seeking a unique, luxurious, and environmentally conscious experience on a private island, with an appreciation for Polynesian culture, nature, and exclusivity [^2].
Personality Traits
  • lush
  • sensual
  • respectful
  • responsible
  • educational
  • exclusive
  • unique
  • thoughtful
Visual Identity Overview
  • The visual identity is tightly bound to Polynesian roots, featuring a logo with stylized seahorses and references to sea life, a color palette inspired by the natural colors of the islands, and a visual style that balances luxury and sustainability. Typography, emblem usage, and photographic approach emphasize detail, texture, and a sense of place, with guidelines for logo usage, color, and layout ensuring consistency and premium presentation [^3].

Categories

Brand Voice
  • The Brando’s voice is a lush and sensual as the South Pacific itself. When we write, we must place ourselves—and our readers—in the warmth of the South Seas. Wherever possible, invite readers to imagine themselves here, to experience the place directly. Don’t just tell them what it’s like; instead use language to support photography and show them what it’s like, so even in a Manhattan blizzard or the drizzle of Paris they’ll feel themselves surrounded by the surreal blue Pacific and the sun.
  • Don’t restate what the photo already says; instead of describing what the photograph shows, describe how it will feel to experience it. For example, instead of: “Each bungalow has its own splash pool” say “Your private splash pool refreshes your skin in the heat of the day.” Instead of “The beach bar has a sandy floor” say “Curl your bare toes in the cool sand of the beach bar floor.”
  • The Brando is not just another South Seas resort; it is a place of stunning beauty and rare serenity chosen by Tahitian royalty for their summer retreat. It is the island children dream of—brought to life. Language should set the tone for a story that becomes real; an adventure to be lived. The occasional reference to ancient princes and princesses is appropriate.
  • Write using all five of your senses for inspiration – imagine yourself at The Brando and feel the warm, soft ocean breeze on your skin, catch the scent of tropical fruits and flowers in the air, imagine the sun, sand, and sea’s gentle touch. Listen for the lull of waves and the call of birds. See the magnificent light even through closed eyes, and taste the fullness of fresh coconut, the sweetness of ripe pineapple. Use sea and beach metaphors often.
  • Think of Tetiaroa as the ideal Polynesian hostess who embodies nature’s femininity, generosity and abundance. Refer to her occasionally as she.
  • Use Polynesian words when appropriate, in italics, and then explain them. Refer to local culture, customs, and traditions. The Brando is authentically of this place and we are proud of our Polynesian roots.
  • When referencing The Brando, describe it as a natural sanctuary instead of “sustainable resort” (both words are overused).
Brand Imagery
  • Choose sense-evoking imagery, showing detail and texture, evoking empathy. Use images that present interesting, intimate, specific perspectives. in order to emphasize the unique nature of The Brando experience.
  • Incorporate macro images of the natural environment: as well as tactile images of luxury.
  • Images of people and culture should always feel respectful. The camera should not be an active participant in the scene. It should avoid changing the way people act, in order to preserve a sense of solitude. Overly-posed or close-up images of models should be avoided as they tend to distract from the story; models shot from a distance or naturally engaging in activities, rather than posing, are more appropriate. The setting should always be the hero of the shot.
  • Points of view on interior shots should be tightly cropped to focus on the best attributes and detail. They should emphasize luxurious textures, finishes, colors.
  • Use images in a way that portrays a balance of luxury and sustainability.
Color Palette
  • The color palette represents the natural color of the islands, and includes both strong primary brand colors and vibrant secondary, accent colors.
  • The colors on this page represent an approximate rendering of the actual Pantone inks to be used in your wordmark and identity pieces. For an accurate representation you should refer to the Pantone® formula guide.
  • There are two primary colors that can be used not only in the logo but also within accompanying graphics.
  • LAGOON BLUE PANTONE 632C CMYK 93, 2, 15, 7 RGB 0, 147, 178
  • EARTH PANTONE 497C CMYK 30, 73, 74, 78 RGB 81, 47, 46
  • There are six primary colors that can be used in any graphic applications for The Brando.
  • SEA BLUE PANTONE 647 CMYK 96, 54, 5, 27 RGB 35, 97, 146 EXOTIC RED PANTONE 1675 CMYK 5, 83, 100, 27 RGB 169, 67, 30
  • LUSH GREEN PANTONE 576 CMYK 54, 5, 94, 24 RGB 120, 157, 74 TROPICAL ORANGE PANTONE 165 CMYK 0, 70, 100, 0 RGB 255, 103, 31
  • SEA GREEN PANTONE 7473 CMYK 75, 5,48, 3 RGB 39, 153, 137 WARM SAND PANTONE467 CMYK 6, 15, 41, 10 RGB 211, 188, 141
  • Reversed white letters may be used on any dark color that compliments the logo-ideally a brand color found on page 9.
  • A reversed white logo may be used on any medium-or dark-colored backgrounds.
Typography
  • Typography is used to communicate tone of voice, personality, age, gender and mood. Three compatible typefaces are used to create brand recognition for The Brando. A bold display font for headlines; a cleaner, more modern sans-serif font; and a friendly, traditional serifed font.
  • Miles Newlyn’s Democratica Serif is a contemporary exploration of black letter and gothic type forms. Chosen as the typeface used in The Brando logo, the letters reference nature with their elegant curves and geometric angles. The boldness of the letters creates impact and should be used conservatively both because it is the same typeface used in the logo, and because readability suffers when used in larger copy blocks.
  • Democratica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • Zuzana Licko’s Mrs. Eaves XL Serif is a contemporary version of the original Mrs. Eaves, a typeface inspired by the classic Baskerville typeface. Mrs. Eaves XL sports a higher x-height with proportion to shorter ascenders and descenders and overall space economy — allowing for optimum readability.
  • Mrs. Eaves XL Serif OT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • Mr. Eaves XL is the sans-serif companion to Mrs. Eaves XL, a classic typeface design. Derived from the original typefaces of Mr. Eaves, but the larger x-height allows for superior readability at smaller point sizes.
  • Mr. Eaves XL San OT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Logo Usage
  • The logo is the most important element in The Brando identity system. As the most visible and memorable symbol of this new enterprise, it is also meant to stand as a symbol of its personality and all that it offers.
  • The simple and consistent application of the The Brando logo is of the utmost importance.
  • As a general rule, the logo is to be used as a subtle, premium branding device -NOT as large as will fit into any given area. The logo should never be used at a smaller width than 1 inch.
  • Icon, Pantone 632C Wordmark, Pantone 497C
  • Icon, Pantone 632C Icon, Pantone 497C
  • Reversed white letters maybe used on any dark color that compliments the logo-ideally a brand color found on page 9.
  • A reversed white logo may be used on any medium-or dark-colored backgrounds.
  • On occasion the setting in which the logo may appear may require the use of an alternate version. For this reason, variations of the logo are available to ensure maximum visibility and a high-quality reproduction.
  • A vertical version of the logo should only be used for applications where the primary design does not work. The same single-color and reverse rules apply to the linear logo. This logo should not be used any smaller than 1” wide.
  • A horizontal version of the logo should only be used for applications where the primary design does not work. The same single-color and reverse rules apply to the linear logo. This logo should not be used any smaller than 1.3” wide.
  • For legibility purposes, the logo must not be scaled down smaller than these sizes.
  • PRIMARY LOGO The minimum width is 1.25".
  • SECONDARY LOGO: VERTICAL The minimum width is 1".
  • SECONDARY LOGO: HORIZONTAL The minimum width is 1.3"
  • Shown here is the protective space around the logo. To guarantee logo legibility and integrity, nothing should enter this space.
  • PRIMARY LOGO For strength of brand identity, leave a minimum white space equal to the height of the “t” in the wordmark around the logo’s perimeter.
  • ALTERNATE (VERTICAL) LOGO For strength of brand identity, leave a minimum white space equal to the width of the “H” in the wordmark around the logo’s perimeter.
  • ALTERNATE (HORIZONTAL) LOGO For strength of brand identity, leave a minimum white space equal to the height of the “t” in the wordmark around the logo’s perimeter.
  • The logo must not be redrawn, reproportioned or modified in any form. These are examples of incorrect configurations of The Brando logo. As it would be impossible to show all incorrect versions, these few examples serve to illustrate the most probable.
  • Do not change elements within the logo. For example do not flip the icon, or alter the size of the wordmark.
  • Do not screen the logo. It should always print at full density.
  • Do not stretch or compress the logo -ensure it scales proportionally when resizing.
  • Do not use the Seahorse icon without the wordmark.
  • Do not place the logo over a busy background.
  • Do not place the logo over The Brando patterns.
  • The color palette represents the natural color of the islands, and includes both strong primary brand colors and vibrant secondary, accent colors.
  • The colors on this page represent an approximate rendering of the actual Pantone inks to be used in your wordmark and identity pieces. For an accurate representation you should refer to the Pantone® formula guide.
  • There are two primary colors that can be used not only in the logo but also within accompanying graphics.
  • LAGOON BLUE PANTONE 632C CMYK 93, 2, 15, 7 RGB 0, 147, 178
  • EARTH PANTONE 497C CMYK 30, 73, 74, 78 RGB 81, 47, 46
Tone And Messaging
  • The Brando’s voice is a lush and sensual as the South Pacific itself. When we write, we must place ourselves—and our readers—in the warmth of the South Seas. Wherever possible, invite readers to imagine themselves here, to experience the place directly. Don’t just tell them what it’s like; instead use language to support photography and show them what it’s like, so even in a Manhattan blizzard or the drizzle of Paris they’ll feel themselves surrounded by the surreal blue Pacific and the sun.
  • Don’t restate what the photo already says; instead of describing what the photograph shows, describe how it will feel to experience it. For example, instead of: “Each bungalow has its own splash pool” say “Your private splash pool refreshes your skin in the heat of the day.” Instead of “The beach bar has a sandy floor” say “Curl your bare toes in the cool sand of the beach bar floor.”
  • The Brando is not just another South Seas resort; it is a place of stunning beauty and rare serenity chosen by Tahitian royalty for their summer retreat. It is the island children dream of—brought to life. Language should set the tone for a story that becomes real; an adventure to be lived. The occasional reference to ancient princes and princesses is appropriate.
  • Write using all five of your senses for inspiration – imagine yourself at The Brando and feel the warm, soft ocean breeze on your skin, catch the scent of tropical fruits and flowers in the air, imagine the sun, sand, and sea’s gentle touch. Listen for the lull of waves and the call of birds. See the magnificent light even through closed eyes, and taste the fullness of fresh coconut, the sweetness of ripe pineapple. Use sea and beach metaphors often.
  • Think of Tetiaroa as the ideal Polynesian hostess who embodies nature’s femininity, generosity and abundance. Refer to her occasionally as she.
  • Use Polynesian words when appropriate, in italics, and then explain them. Refer to local culture, customs, and traditions. The Brando is authentically of this place and we are proud of our Polynesian roots.
  • When referencing The Brando, describe it as a natural sanctuary instead of “sustainable resort” (both words are overused).
  • Typography is used to communicate tone of voice, personality, age, gender and mood. Three compatible typefaces are used to create brand recognition for The Brando. A bold display font for headlines; a cleaner, more modern sans-serif font; and a friendly, traditional serifed font.
  • Miles Newlyn’s Democratica Serif is a contemporary exploration of black letter and gothic type forms. Chosen as the typeface used in The Brando logo, the letters reference nature with their elegant curves and geometric angles. The boldness of the letters creates impact and should be used conservatively both because it is the same typeface used in the logo, and because readability suffers when used in larger copy blocks.
  • Zuzana Licko’s Mrs. Eaves XL Serif is a contemporary version of the original Mrs. Eaves, a typeface inspired by the classic Baskerville typeface. Mrs. Eaves XL sports a higher x-height with proportion to shorter ascenders and descenders and overall space economy — allowing for optimum readability.
  • Mr. Eaves XL is the sans-serif companion to Mrs. Eaves XL, a classic typeface design. Derived from the original typefaces of Mr. Eaves, but the larger x-height allows for superior readability at smaller point sizes.
  • ALWAYS RESPECTFUL - of our heritage - of our heirs - of our guests RESPONSIBLE - of fulfilling our guests’ expectations - protecting the environment EDUCATIONAL - about the nature around us - about how we can lead and inspire - research EXCLUSIVE - geography - private
  • NEVER COMMON - we will always be unique THOUGHTLESS - we contemplate all actions and interactions
  • The Brando’s new existance may leave our audience asking “Where is this private sanctuary?” For this reason, whether within the body copy, or as a graphic-typographical treatment (reference “Locator Tagline” section on page 6), the words “Tetiaroa Private Island — French Polynesia” must appear in all sales and marketing pieces.
Brand Values

  • ALWAYS ### RESPECTFUL - of our heritage - of our heirs - of our guests ### RESPONSIBLE - of fulfilling our guests’ expectations - protecting the environment ### EDUCATIONAL - about the nature around us - about how we can lead and inspire - research ### EXCLUSIVE - geography - private

  • NEVER ### COMMON - we will always be unique ### THOUGHTLESS - we contemplate all actions and interactions

Visual Style
  • The simple and consistent application of the The Brando logo is of the utmost importance.
  • As a general rule, the logo is to be used as a subtle, premium branding device -NOT as large as will fit into any given area. The logo should never be used at a smaller width than 1 inch.
  • Icon, Pantone 632C Wordmark, Pantone 497C
  • Icon, Pantone 632C Icon, Pantone 497C
  • Reversed white letters maybe used on any dark color that compliments the logo-ideally a brand color found on page 9.
  • A reversed white logo may be used on any medium-or dark-colored backgrounds.
  • A vertical version of the logo should only be used for applications where the primary design does not work. The same single-color and reverse rules apply to the linear logo. This logo should not be used any smaller than 1” wide.
  • A horizontal version of the logo should only be used for applications where the primary design does not work. The same single-color and reverse rules apply to the linear logo. This logo should not be used any smaller than 1.3” wide.
  • A locator tagline is available for use. The purpose of this tagline is to call out the location in a consistent manner in text form. This tagline should never be used any smaller than 1.5” wide.
  • For legibility purposes, the logo must not be scaled down smaller than these sizes.
  • PRIMARY LOGO The minimum width is 1.25".
  • SECONDARY LOGO: VERTICAL The minimum width is 1".
  • SECONDARY LOGO: HORIZONTAL The minimum width is 1.3"
  • Shown here is the protective space around the logo. To guarantee logo legibility and integrity, nothing should enter this space.
  • PRIMARY LOGO For strength of brand identity, leave a minimum white space equal to the height of the “t” in the wordmark around the logo’s perimeter.
  • ALTERNATE (VERTICAL) LOGO For strength of brand identity, leave a minimum white space equal to the width of the “H” in the wordmark around the logo’s perimeter.
  • ALTERNATE (HORIZONTAL) LOGO For strength of brand identity, leave a minimum white space equal to the height of the “t” in the wordmark around the logo’s perimeter.
  • The logo must not be redrawn, reproportioned or modified in any form. These are examples of incorrect configurations of The Brando logo. As it would be impossible to show all incorrect versions, these few examples serve to illustrate the most probable.
  • Do not change elements within the logo. For example do not flip the icon, or alter the size of the wordmark.
  • Do not screen the logo. It should always print at full density.
  • Do not stretch or compress the logo -ensure it scales proportionally when resizing.
  • Do not use the Seahorse icon without the wordmark.
  • Do not place the logo over a busy background.
  • Do not place the logo over The Brando patterns.
  • The color palette represents the natural color of the islands, and includes both strong primary brand colors and vibrant secondary, accent colors.
  • The colors on this page represent an approximate rendering of the actual Pantone inks to be used in your wordmark and identity pieces. For an accurate representation you should refer to the Pantone® formula guide.
  • There are two primary colors that can be used not only in the logo but also within accompanying graphics.
  • LAGOON BLUE PANTONE 632C CMYK 93, 2, 15, 7 RGB 0, 147, 178
  • EARTH PANTONE 497C CMYK 30, 73, 74, 78 RGB 81, 47, 46
  • There are six primary colors that can be used in any graphic applications for The Brando.
  • SEA BLUE PANTONE 647 CMYK 96, 54, 5, 27 RGB 35, 97, 146 EXOTIC RED PANTONE 1675 CMYK 5, 83, 100, 27 RGB 169, 67, 30
  • LUSH GREEN PANTONE 576 CMYK 54, 5, 94, 24 RGB 120, 157, 74 TROPICAL ORANGE PANTONE 165 CMYK 0, 70, 100, 0 RGB 255, 103, 31
  • SEA GREEN PANTONE 7473 CMYK 75, 5,48, 3 RGB 39, 153, 137 WARM SAND PANTONE467 CMYK 6, 15, 41, 10 RGB 211, 188, 141
  • Another design element within the branding toolbox is the beveled emblem. This emblem can be used to call out a particular sentiment, quote or piece of copy. Carefully used, it can also frame a copy block.
  • Usage should be conservative, and it should never conflict or clash with other elements on the page. Never more than one should be visible. More often used within the inner confines of a piece -rather than on the cover (or the equivalent) where it might conflict with the logo.
Layout And Composition
  • As a general rule, the logo is to be used as a subtle, premium branding device -NOT as large as will fit into any given area. The logo should never be used at a smaller width than 1 inch.
  • A vertical version of the logo should only be used for applications where the primary design does not work. The same single-color and reverse rules apply to the linear logo. This logo should not be used any smaller than 1” wide.
  • A horizontal version of the logo should only be used for applications where the primary design does not work. The same single-color and reverse rules apply to the linear logo. This logo should not be used any smaller than 1.3” wide.
  • A locator tagline is available for use. The purpose of this tagline is to call out the location in a consistent manner in text form. This tagline should never be used any smaller than 1.5” wide.
  • For legibility purposes, the logo must not be scaled down smaller than these sizes.
  • PRIMARY LOGO: The minimum width is 1.25".
  • SECONDARY LOGO: VERTICAL: The minimum width is 1".
  • SECONDARY LOGO: HORIZONTAL: The minimum width is 1.3"
  • To guarantee logo legibility and integrity, nothing should enter this space.
  • PRIMARY LOGO: For strength of brand identity, leave a minimum white space equal to the height of the “t” in the wordmark around the logo’s perimeter.
  • ALTERNATE (VERTICAL) LOGO: For strength of brand identity, leave a minimum white space equal to the width of the “H” in the wordmark around the logo’s perimeter.
  • ALTERNATE (HORIZONTAL) LOGO: For strength of brand identity, leave a minimum white space equal to the height of the “t” in the wordmark around the logo’s perimeter.
  • The logo must not be redrawn, reproportioned or modified in any form.
  • Do not change elements within the logo. For example do not flip the icon, or alter the size of the wordmark.
  • Do not screen the logo. It should always print at full density.
  • Do not stretch or compress the logo -ensure it scales proportionally when resizing.
  • Do not use the Seahorse icon without the wordmark.
  • Do not place the logo over a busy background.
  • Do not place the logo over The Brando patterns.
  • Usage should be conservative, and it should never conflict or clash with other elements on the page. Never more than one should be visible. More often used within the inner confines of a piece -rather than on the cover (or the equivalent) where it might conflict with the logo.
Language Identity

  • ALWAYS ### RESPECTFUL - of our heritage - of our heirs - of our guests ### RESPONSIBLE - of fulfilling our guests’ expectations - protecting the environment ### EDUCATIONAL - about the nature around us - about how we can lead and inspire - research ### EXCLUSIVE - geography - private

  • NEVER ### COMMON - we will always be unique ### THOUGHTLESS - we contemplate all actions and interactions

  • WHERE WE ARE The Brando’s new existance may leave our audience asking “Where is this private sanctuary?” For this reason, whether within the body copy, or as a graphic-typographical treatment (reference “Locator Tagline” section on page 6), the words “Tetiaroa Private Island — French Polynesia” must appear in all sales and marketing pieces.

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