dreams resorts & spas · 2016. 11. 25. · our photography is bursting with bright colors,...

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DREAMS RESORTS & SPASBRAND GUIDELINES

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TABLE OF CONTENTSVISION .....................................................................................3

Unlimited -Luxur y® Defined ..................................4

BRAND PERSONALITY ......................................................5

THE PERFECT CLIENT ........................................................6

LOGO USAGE .......................................................................7

Clear Space ..............................................................8

Propor tions .............................................................9

Color Options/Standard ................................... 10

Color Options/One Color ............................... 11

Color Options/Alternate .................................. 12

Color Options/Web ........................................... 13

Use of Tagline ....................................................... 14

TYPOGRAPHY/PRINT ...................................................... 15

TYPOGRAPHY/WEB ......................................................... 16

COLOR PALETTE .............................................................. 17

Gradient ................................................................. 18

PHOTOGRAPHY ................................................................ 19

Brand Images ........................................................ 21

Resor t Specific Images ...................................... 22

Lifestyle Images ................................................... 23

VISUAL PRESENCE/WEBSITE ........................................ 24

VISUAL PRESENCE/EBLAST TEMPLATE ..................... 25

TONE OF VOICE ................................................................ 26

Key Terms .............................................................. 27

DREAMS DELIGHT ....................................................... 28

VISION .................................................................................. 29

Defined DelightsTM Defined ............................... 30

LOGO USAGE .................................................................... 31

COLOR PALETTE .............................................................. 32

PHOTOGRAPHY ................................................................ 33

KEY TERMS ........................................................................... 35

VISUAL PRESENCE/WEBSITE ........................................ 36

VISUAL PRESENCE/EBLAST TEMPLATE ..................... 37

RESOURCES ........................................................................ 38

Business Card Layout ........................................ 39

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VISIONDreams Resorts & Spas — Unlimited-Luxury®. Dreams Resor ts & Spas offer a high level of luxury for couples and

couples with children, in ideal beachfront settings. Spacious rooms and suites, graciously appointed and luxuriously

equipped provide a picture-perfect vacation experience with welcoming service and romantic inclusions. The

Explorer’s Club for Kids with Red Cross cer tified staff and Core Zone Teens Club* provide supervised day and

evening activities. Beautiful and exciting destinations provide a lovely setting for a wedding, honeymoon, romantic

getaway or family vacation. *Available at select resorts.

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Unlimited-Luxury® where everything is included:• Limitless access to gourmet à la car te dining options without reservations required

• Unlimited international and domestic top-shelf spirits

• Unlimited natural fruit juices and soft drinks

• 24-hour room and concierge services

• Pool and beach wait service

• Daily refreshed mini-bar with soft drinks, juice, bottled water and beer

• Daily maid service

• Endless daytime activities and live nightly enter tainment

• Theme par ties, oceanfront bars and enter tainment venues

• No wristbands required

• All taxes and gratuities

• Enjoy free Wi-Fi and free international calling to the US, Canada and local landlines with Unlimited Connectivity.

The mobile app also allows guests to view the schedules of all events, activities and restaurants at the resor t, plus

to learn about local destinations, excursions, and much more!*

*Available at select resorts

Unlimited-Luxury® for couples and couples with children.

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BRAND PERSONALITYDreams Resor ts & Spas are luxurious, family-fr iendly and romantic. The idea of indulgence,

joyfulness and family bonding shines throughout our resor ts and via our communications.

Luxurious

We take pride in always offering the highest level of service and sophistication in everything we do.

Picture-perfect

Our resor ts are set in ideal beachfront settings in beautiful and exciting destinations.

Family-Friendly

We strongly value and encourage family bonding for our guests.

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THE PERFECT CLIENTDreams Resor ts & Spas are perfect for couples, couples with children who want to make lasting memories together

in paradise. Our resor ts are targeting couples who want a romantic getaway or celebrate a milestone together in

a romantic setting. We also target couples who have children of all ages, who want to spend quality time together.

Our resor ts offer a luxurious atmosphere that provides a picture-perfect vacation experience with activities and

enter tainment for all ages, welcoming service and romantic inclusions.

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LOGO USAGEThe Dreams brand logo is the primary

presentation of the Dreams master

brand and combines the icon and the

logotype. The letters of the logo are

specially drawn and spaced. The icon

is precisely propor tioned and balanced

with the Dreams name.

Never redraw, replace or modify the

lettering in any way or rearrange the

relationship between the icon and the

logotype. Always use the Dreams brand

logo in its complete form — never use

a par tial image or show just pieces.

Always use master ar twork provided by

AMResor ts® Ar t Depar tment.

Standard logo

Alternate logo

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Clear SpaceIn every application there is a required

minimum clear space around the logo.

The clear space is equal to the height

of the first “D” in the word “Dreams”

for both ver tical and horizontal formats.Brand Logo Resort Logo

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Propor tionsThe logo should receive prominent

placement and remain separate from

other graphic elements. When placed

in a standard size adver tisement, the

recommended size is: 1.85” Wide x

.92” Height. Some special projects may

require the logo to be smaller than

recommended. In such cases, the logo

must still be legible, and cannot be

smaller than: 1.11” Wide x .56” Height.

Without exception, the logo must

maintain its shape horizontally and

ver tically to keep propor tions between

the icon and the logotype.

1.85 inches (50 mm) 1.11 inches (28 mm)

Minimum Size ( special projects )Recommended Size

.92 inches(23 mm)

.56 inches(14 mm)

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Color Options / StandardThe standard Dreams Resor ts & Spas

logo can be printed using 4 -color

process or spot ink. The standard

logo should be used when printing

corporate pieces such as the business

cards, collection brochures, and

stationery items.

STANDARD LOGOWhen printing 4-Color Process:

C: 33M: 38Y: 58K: 16

C: 100M: 72Y: 0K: 18

Brand Logo

C: 33M: 38Y: 58K: 16

C: 100M: 72Y: 0K: 18

Resort Logo

STANDARD LOGOWhen printing Spot Color:

PANTONE 873METALLIC

PANTONE 280

Brand Logo

Resort LogoPANTONE 873METALLIC

PANTONE 280

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Color Options / One ColorWhen printing the Dreams Resor ts &

Spas logo in one color, please refer to

the pictured examples.

ONE INKWhen printing spot color, one ink:

COLORED BACKGROUNDWhen printing on a colored background:

PANTONE 873METALLIC

Brand Logo

Brand Logo

Resort Logo

Resort Logo

PANTONE 873METALLIC

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Color Options / AlternateThe alternate Dreams Resor ts & Spas

logo can be printed using 4-color

process or spot ink. The alternate logo

should be used on all newly created

and printed marketing collateral that

does not use a knock-out or one color

version of the logo.

ALTERNATE LOGOWhen printing 4-Color Process:

Brand Logo

C : 40M: 47Y: 62K: 9 C : 40

M: 47Y: 62K: 9

C: 18M: 30Y: 56K: 1

C: 18M: 30Y: 56K: 1

Resort Logo

ALTERNATE LOGOWhen printing Spot Color:

PANTONE 7531 CPANTONE 7531 U

Brand Logo

Resort Logo




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Color Options / WebThe new Dreams Resor ts & Spas logo

can be used on the web with the color

combination depicted. The new logo

should be used on all newly created

web marketing material that does not

use a knock-out or one color version

of the logo.

WEB LOGOWhen using the color logo on the web:

R : 207G: 172B: 124#cfac7c

R : 207G: 172B: 124#cfac7c

R : 151G: 131B: 103#978367

R : 151G: 131B: 103#978367

Brand Logo

Resort Logo

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Your dreams. Your way.• Both “Y” letters should always

be captilalized.

• There should be a period (.)after ‘dreams’ & ‘way’

• No italics when using beneath the logo or as a headline

Unlimited-Luxury®

• The first letter of each word should be capitalized (U, L)

• There should be a dash (-) between the two words withno spaces

• The Registered symbol (®) follows Luxury with no spaces in between

• No italics when using beneaththe logo or as a headline

BRAND TAGLINE - YOUR DREAMS. YOUR WAY.

- The brand tagline may be used in the headline portion of print or digital creative.

- When not using the tagline as the headline, it can appear in combination with the logo but in it’s vector logo format.

BRAND CONCEPT - UNLIMITED-LUXURY®

- When using Unlimited-Luxury® within copy it must always appear italicized and with the registered (®)

symbol in superscript.

- When using Unlimited-Luxury® with the brand logo no italics are needed but it must adhere to the dedicated brand fonts.

See the fonts section for further information.

BRAND SLOGAN - UNLIMITED-LUXURY® FOR COUPLES AND COUPLES WITH CHILDREN

- The brand slogan utilizes the brand concept in a short phrase to describe the target audience.

- When using the slogan in copy, the brand concept must be italicized with the superscript registered (®)

symbol at the end of the concept.

- It can be used as a lead in to the destinations list for that particular brand.

Example: “Experience Unlimited-Luxury® for couples and couples with children in: (insert brand destinations)”

- It can be used as a lead in to the inclusions/attributes list for that particular brand.

Example: “Unlimited-Luxury® for couples and couples with children: (insert list of attributes/inclusions)”

- It can be used as a sub headline or directly after a brand script paragraph.

YOUR DREAMS. YOUR WAY.

Brand logo with conceptBrand logo with tagline

Clear space between main logo and the tagline or concept should be equal tothe letter D in Dreams.

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TYPOGRAPHY / PRINTThree typefaces have been chosen

to represent the Dreams Resor ts

& Spas brand: Gil l Sans, Trajan Pro,

and Snell Roundhand. Used in

conjunction, they carr y across the

luxur y, romance and sophistication

that is Dreams Resor ts & Spas.

Gil l Sans is used pr imar ily in body

copy text. Trajan Pro and Snell

Roundhand are used in headlines,

subheads and accent text. The bold

versions of Trajan Pro and Snell

Roundhand are only used to allow

smaller text to uphold in pr int.

Gill Sans

Trajan Pro

Snell Roundhand

Light Light Italic Regular Italic

Regular Bold

Script Bold Script

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TYPOGRAPHY / WEBThe web fonts used for the Dreams

Resor ts & Spas website can be

obtained on {{Typekit by Adobe®.}}

Minion Pro and Helvetica Neue are

the primary webfonts. Minion Pro is

used in title case for subheads and all

caps for head lines. Helvetica Neue is

used for body copy text.Minion Pro

Helvetica Neue

MINION PRO

REGULAR

Light Light Italic Regular Italic

REGULAR

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RGB: 236, 227, 209

HEX: #ece3d1

COLOR PALETTEThe primary Dreams Resorts & Spas

color is gold. The standard colors

include Pantone 873 accompanied by

Warm Gray 7 and Pantone 280. The

web colors that represent Dreams

Resor ts & Spas closely match the

print counterpar ts but vary slightly for

on screen display.

Standard Colors

Web Colors

PMS: 873 C

873 U

CMYK : 30 30 60 10

RGB : 168 153 110

HEX : a8996e

RGB: 199, 179, 120

HEX: #c7b378

PMS: 280 C

280 U

CMYK : 100 72 0 18

RGB: 60 73 129

HEX : 3c4981

RGB: 10, 76, 142

HEX: #0a4c8e

PMS: Warm Gray 7 C

Warm Gray 7 U

CMYK : 16 18 18 44

RGB: 150 140 131

HEX : 968c83

RGB: 103, 97, 88

HEX: #676158

PMS: 468 C (50%)

PMS: 404 U (50%)

Print Colors

PMS: 466 C

CMYK : 8 23 52 15

PMS: 466 U

CMYK : 5 18 45 14

PMS: 2935 C

CMYK : 100 52 0 0

PMS: 2935 U

CMYK : 98 52 0 0

PMS: 4 04 C

CMYK : 20 25 30 59

PMS: 404 U

CMYK : 45 37 43 4

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GradientA dark gradient is used on the Dreams

Resor ts & Spas brand materials. Often

the gradient will be used in footer

bars, buttons and other elements.

Print Gradient

Web Gradient

R: 140G: 134B: 126#8c867e

PMS: Warm Gray 7 CCMYK: 16 23 23 44PMS: Warm Gray 7 UCMYK: 11 15 18 37

PMS: 404 CCMYK: 20 25 30 59PMS: 404 UCMYK: 45 37 43 4

R : 103G: 97B: 88#676158

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PHOTOGRAPHYOur photography is bursting with bright colors, tranquil scenes and people with radiant smiles. Our imagery

shows you the picture-perfect vacation that guests can spend with their significant others, families or fr iends. We

also highlight the atmosphere, facilities and adventures that Dreams Resor ts & Spas offer. We want you to crave a

tropical escape at one of our resor t destinations. Customers should be able to look at these photos and be in awe

picturing the vacation of their dreams.

The lifestyle images chosen for a par ticular resor t should accurately represent the landscape of the destination.

Any images of activities or amenities should be available at that Dreams Resor t & Spa.

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Brand images• Simple scenes, enhanced with

high color contrast

• Focuses more on scenery when people/families are visible

• Daytime photos with bodies of water and lush green tropical settings should be what catches your eye before all else

• Settings should be picturesque and peaceful

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Resor t specific images• Images of structure and room

architecture, as well as signature views should be very simple

• Images of resor t selling points (ex: Dolphinariums, golf courses, night clubs, etc.) should be highlighted

• High color contrast and dramatic lighting

• Great attention to details and clean lines

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Lifestyle images• Focus on singles relaxing, couples

in romantic poses, friends having fun together, families bonding, or kids and teens enjoying activities

• Models could be children between the ages of 5-17, or adults between the ages of 25-65

• Happiness and relaxation among people are all conveyed in all photos

• Colors in the photos are bright, yet photos themselves are warm and tranquil

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VISUAL PRESENCE / WEBSITEThe design of the website reflects the

romance, luxury and passion of the

Dreams Resor ts & Spas brand.

The site uses all four primary web colors

of the brand. Headlines are written in

all-caps Minion Pro with accompanying

subheads in sentence case Minion Pro.

Body copy uses Helvetica Neue or a

default sans serif.

The logo is featured center on a white tab.

Bars and buttons are accented using the web specific colors.

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VISUAL PRESENCE / EBLAST TEMPLATEThe Dreams Resor ts & Spas eblast

template is designed to visually present

promotional information to consumers.

Logo, color palette and typography

usage are similar to the website in

order to create brand recognition and

consistency.

The brand or resort specific logo is always

featured in the top along with social media links

The flexible container allows

for promotional offers,

information, supporting

imagery and call to actions.

The AMResorts® collection logo

should be featured at the bottom

above the terms and conditions

The top container is for main

image placement or to feature

promotional creative .

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TONE OF VOICEWe want guests of Dreams Resorts & Spas

to be fully immersed in Unlimited-Luxury®

even before their getaway begins. We like to

use words and phrases that truly represent

the luxurious, sophisticated settings Dreams

Resorts & Spas provide. We encompass

the family-oriented atmosphere through

details focused on relaxation, closeness and

leisure and evoke a sense of happiness by

highlighting the impressive attributes and

unique experiences each resort offers.

Dreams Resorts & Spas are both sophisticated and family oriented, which is the way we like to describe each Unlimited-Luxury® inclusion.

Surround yourself with Unlimited-Luxury® where everything is included: Sumptuous suites with stunning views, 24-hour room service and daily refreshed mini-bars, gourmet dining options where reservations are never required, exquisite bars serving top-shelf spirits, countless daytime activities and nighttime entertainment to amuse you, a supervised Explorer’s Club for Kids, so everyone can enjoy their own time in their own way.

We want guests to feel the luxurious details through our descriptions with vivid adjectives.

All-Suite Escapism. All suites provide a private terrace with outdoor Jacuzzi. Inside, every upscale amenity to pamper, entertain and relax you. The sleek contemporary appointments are a brilliant counterpoint to the stunning views that surround you. Simply ring for 24-hour room and concierge services.

By using words that truly communicate sophistication to our guests, we are able to capture the audience and prove that our resorts provide ideal settings for leisurely getaways.

Gourmet Celebrations. Five exquisite restaurants representing some of the world’s finest international menus await your company. Time is all yours so reservations are never required. Five sophisticated yet casual bars and lounges, including a skybar, welcome you with unlimited top-shelf spirits.

Our hope is that a unique experience awaits each couple, family or group of friends visiting Dreams Resorts & Spas. We pride ourselves on providing personalized getaways.

Everyone has a different idea of the perfect vacation. That’s why every Dreams Resort & Spa offers a diverse, never ending array of day and evening activities including water thrills like snorkeling, windsurfing, kayaks, ocean trampolines and other non-motorized water sports. You can chill out in our incredible pools — or warm up next to them with a good book and a cool drink. Kids have their own ideas of a great time. So while you get time for yourself, they’re having the time of their lives at our supervised and safety trained Explorer’s Club. However you want to spend your time, active or leisurely, adventurous or laid back we have the things your DREAMS are made of.

Our tone of voice ensures that guests are immersed in the idea that Dreams Resorts & Spas provide the ultimate in Unlimited-Luxury®

getaways.

Most people are lucky if they witness a couple of stunning sunsets over the course of their lifetime, but for guests at Dreams Resorts & Spas, this sight is a regular occurrence.

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Key TermsThese key words and phrases are often

used when referring to Dreams Resorts

& Spas. Each of these helps describe

our brand while displaying its unique

characteristics.

Unlimited-Luxury®

Elegant accommodations

Leisure

Family-friendly

Stunning views

Beachfront settings

Sophisticated

Golden/white sand beaches

Top-shelf spirits

Countless daytime activities

Supervised kid’s and teen’s activities

Couples

Couples with children

Activities & Enter tainment

Welcoming

Luxurious

Picture-Perfect

Romantic

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Defined DelightsTM for couples and couples with children.

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VISIONDreams Delight Resorts & Spas — Defined Delights™. Dreams Delight Resor ts & Spas offer luxurious, beachfront

vacation experiences tailored to couples and couples with children. Defined Delights™ includes all the vacation

essentials – perfect for those looking to enjoy off-site experiences from excursions and authentic cuisine, to local

culture and historical traditions. With inclusions that vary based on room category, guests have the option to enhance

their experience as desired. Beautiful and exciting destinations provide a lovely setting for weddings, honeymoons,

meetings and events.

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Defined DelightsTM where all your vacation essentials are included:• Welcoming check-in experience with sparkling wine, fresh towels and cookies

• Bath amenities provided in all rooms including shampoo, body gel and soap

• Mini-bar with bottled water, soft drinks and local beer restocked every two days

• Limitless access to gourmet à la car te dining options without reservations required

• Daily maid service

• Daily room service available with a surcharge from 6 a.m. - 11 p.m.

• Complimentary Wi-Fi throughout the resor t

• Endless daytime activities and nighttime enter tainment twice a week

• Theme par ties, oceanfront bars and enter tainment venues

• No wristbands required

Defined DelightsTM for couples and couples with children.

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LOGO USAGEThe Dreams Delight brand logo is the

primary presentation of the Dreams

Delight master brand and combines the

icon and the logotype. The letters of the

logo are specially drawn and spaced.

The icon is precisely propor tioned and

balanced with the Dreams Delight name.

Never redraw, replace or modify the

lettering in any way or rearrange the

relationship between the icon and

the logotype. Always use the Dreams

Delight brand logo in its complete

form — never use a par tial image or

show just pieces. Always use master

ar twork provided by AMResor ts®

Ar t Depar tment.

Standard logo

Brand logo with concept

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PMS: 9224 C

PMS: 9142 U

PMS: 873 C

873 U

CMYK : 30 30 60 10

RGB : 168 153 110

HEX : #a8996e

RGB: 255 251 244

HEX : #fffbf4

COLOR PALETTEThe primary Dreams Delight Resorts &

Spas color is blue. The standard colors

include Pantone 285 accompanied by

Pantone 9224 and Pantone 873. The

web colors that represent Dreams

Delight Resor ts & Spas closely match

the print counterpar ts but vary slightly

for on screen display.

Standard Colors

Web Colors

RGB: 53 109 196

HEX : #356dc4

RGB: 80 73 62

HEX: #50493e

PMS: 9224 C

PMS: 9224 U

CMYK : 1 3 5 0

RGB: 251 244 236

HEX : #faf3ec

RGB : 168 153 110

HEX : #a8996e

PMS: 873 C

PMS: 873 U

Print Colors

PMS: 405 C

CMYK : 55 53 59 25

PMS: 405 U

CMYK : 55 53 59 25

PMS: 285 C

285 U

CMYK : 91 53 0 0

RGB: 0 113 206

HEX : #0070cd

PMS: 285 C

CMYK : 91 53 0 0

PMS: 285 U

CMYK : 72 45 0 0

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PHOTOGRAPHYOur photography is bursting with bright colors, tranquil scenes and people with radiant smiles. Our imagery shows

you the picture-perfect vacation that guests can spend with their significant others, families or fr iends. We also

highlight the atmosphere, facilities and adventures that Dreams Delight Resor ts & Spas offer. We want you to crave

a tropical escape at one of our resor t destinations. Customers should be able to look at these photos and be in

awe picturing the vacation of their dreams.

The lifestyle images chosen for a par ticular resor t should accurately represent the landscape of the destination.

Any images of activities or amenities should be available at that Dreams Delight Resor t & Spa.

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Key TermsThese key words and phrases are often

used when referring to Dreams Delight

Resorts & Spas. Each of these helps

describe our brand while displaying its

unique characteristics.

Defined DelightsTM

Tailored

Delightful

Welcoming

Accommodating

Select

Family

Savor

Beachfront settings

Sophisticated

Couples

Luxurious

Picture-Perfect

Romantic

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VISUAL PRESENCE / WEBSITEThe design of the website reflects the

romance, luxury and passion of the

Dreams Delight Resor ts & Spas brand.

The site uses all four primary web colors

of the brand. Headlines are written in

all-caps Minion Pro with accompanying

subheads in sentence case Minion Pro.

Body copy uses Helvetica Neue or a

default sans serif.

The logo is featured center on a white tab.

Bars and buttons are accented using the web specific colors.

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VISUAL PRESENCE / EBLAST TEMPLATEThe Dreams Delight Resor ts & Spas

eblast template is designed to visually

present promotional information to

consumers. Logo, color palette and

typography usage are similar to the

website in order to create brand

recognition and consistency.

The brand or resort specific logo is always

featured in the top along with social media links

The flexible container allows

for promotional offers,

information, supporting

imagery and call to actions.

The AMResorts® collection logo

should be featured at the bottom

above the terms and conditions

The top container is for main

image placement or to feature

promotional creative .

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RESOURCESPlease refer to the following links for

any resources or material you may

need for Dreams Resor ts & Spas.

Dreams Collection Brochure: http://www.amresorts.com/brochures/dreams/

Dreams Website: http://www.dreamsresorts.com

Media Download Site: http://www.amresorts.com/mediasite/

Media Kit: http://www.amresorts.com/mediakit/home.html

B-Roll Footage: http://amresorts.com/mediasite/video-footage/ (Login credentials by request only.)

YouTube: http://www.youtube.com/user/dreamsresorts

Dreams Blog: http://dreamsresortsblog.com/

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Business Card LayoutPlease use the following business card

specs and refer to the pictured sample

for printing any business cards for

Dreams Resorts & Spas or Dreams

Delight Resorts & Spas .

Paper stock: 110 # Sundance Ultrawhite Felt Cover

Finishing: Logo embossed (shell + “Dreams” or “Dreams Delight” only)

Dreams Inks: Pantone 873 Gold Metallic • Pantone Warm Grey 7 • Pantone 280 Blue (back) CMYK

Dreams Delight Inks: Pantone 285 Blue • Pantone 873 Gold Metallic • Pantone 405 U (back) CMYK

Typography: Gill Sans

Always use master artwork provided

by AMResorts Art Department. For

additional information please contact:

jchilds@amresor ts.com

3.543 Inches wide(90 mm)

JOHN Q. SAMPLE EMPLOYEE

123 Unknown RoadNowhereville, PAUSA 12345

P: +52 (555) 555 5555F: +52 (555) 555 5555E: [email protected]: DreamsResorts.com

e.g. Resort Business Card(real size)

LOGO EMBOSSED(SHELL + “DREAMS” ONLY)

1.968 Inches high(50 mm)


JOHN Q. SAMPLE EMPLOYEE

123 Unknown RoadNowhereville, PAUSA 12345

P: +52 (555) 555 5555F: +52 (555) 555 5555E: [email protected]: DreamsResorts.com

e.g. Resort Business Card(real size)

LOGO EMBOSSED(SHELL + “DREAMS DELIGHT” ONLY)


W W W. A M R E S O RT S . C O M

e.g. Business Card Back(real size)



dreams resorts & spas · 2016. 11. 25. · our photography is bursting with bright colors,...

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