hotel & spa

Brand Guidelines hotel & spa

Éilan Hotel & Spa Brand Guidelines 1

 Our Story...................................................... 3

Our Brand....................................................6

Our Logo.................................................... 10

Our Colors..................................................15

Photography...............................................17

Typography.................................................20

Mercato...................................................... 22

Forza..........................................................24

Éilan Hotel & Spa Brand Guidelines 2

 la nostra storia
our story

The art, the architecture, the culture and the

camaraderie of Italy are part of the fabric of this
Mediterranean country and serve as the backdrop
and overall experience at Éilan Hotel & Spa. From the
tile roofs and sunny climate to colorful people and
warm hospitality, the parallels between San Antonio
and cities throughout Italy come together at this
vibrant property. From fine art photography of Italy
and Venetian blown glass by local Texas artisans
to celebratory Prosecco toasts and a classic Italian
market, the traditions of Italy come alive here at Eilan.

Éilan Resort Hotel & Spa Brand Guidelines 3

 italia THE INSPIRATION

Éilan Hotel & Spa Brand Guidelines 4

Éilan Hotel & Spa Brand Guidelines 5
 il nostro marchio
our brand

A hotel is more than a building. It is a dynamic,

ever-changing 24/7 business that welcomes
strangers and serves as a home away from home.

To transcend from simply a place to stay to a truly

memorable place to return time and time again takes
intuitive service, comfortable surroundings, friendly
interactions and unique experiences.

The Éilan brand promise is to consistently be a

place that inspires discovery and promises an
experience. The Éilan brand messaging, imagery,
colors and fonts have been chosen to be equal parts
welcoming and unexpected.

Éilan Hotel & Spa Brand Guidelines 6

 Brand Statement
Éilan Hotel & Spa is the
only full-service boutique hotel in
San Antonio that offers exceptional
personalized service to sophisticated
business and leisure travelers who
appreciate fine accommodations,
a fun atmosphere and friendly
service at a time when unique
experiences are rare.

Éilan Hotel & Spa Brand Guidelines 7

 Éilan is… Vibrant

Approachable Fun

Sophisticated Friendly

Éilan Hotel & Spa Brand Guidelines 8

 vibrante
vibrant The new Éilan Hotel will be a special place
that is alive with energy, vitality and activity.

divertente
fun Playful and engaging, Éilan Hotel
will encourage a sense of enjoyment
through spirited staff interaction and
unexpected programming.

amichevole
friendly From the warm greeting to every congenial
guest interaction, Éilan promises to be
sociable and hospitable.

sofisticato
sophisticated Éilan Hotel appeals to people with
worldly knowledge, good taste and
rich life experiences.

avvicinabile
approachable With a welcoming staff and spaces
designed for interaction, guests will find
Éilan Hotel easy to meet and hard to leave.

Éilan Hotel & Spa Brand Guidelines 9

 il nostro logo
our log0

The Éilan logo is the cornerstone of our brand,

and should be treated with respect. It represents
the sophistication, friendliness and fun at the heart
of the brand. When it’s used in unintended ways it
minimizes the effectiveness of representing our story.
Consistent use of our logo makes it easy for employees
and guests to identify us and trust that the experience
is going to be as wonderful as they expect from Éilan:

• Always give it some room.

• Use it as a sign-off, not the center of attention.

Éilan Hotel & Spa Brand Guidelines 10

 hotel & spa

hotel & spa • The type matches the handmade feel of the mark,
with its “crafted” edges and lovely imperfections.

• The warm colors are inspired by terracotta

and the Italian countryside.

Éilan Hotel & Spa Brand Guidelines 11

 hotel & spa

hotel & spa

Minimum
width 1" hotel & spa

hotel & spa • Minimum spacing around the logo

is 75% of the x-height of the Éilan icon.

x-height

• Minimum width is 1" for print and

100px for digital.
• When in doubt, ere on the side of more
whitespace than less.

Éilan Hotel & Spa Brand Guidelines 12

 hotel & spa

hotel & spa Primary 2-color logo

Pantone+: 704C Pantone+: 7752C

CMYK: 25 - 95 - 85 - 19 CMYK: 20 - 27 - 100 - 1
RGB: 163 - 42 - 50 RGB: 209 - 174 - 69

hotel & spa

hotel & spa

hotel & spa hotel & spa

1-color logo usage Reversed usage

The Éilan logo can be used as 1-color. It can be used in 100% black Reversing the logo is acceptable on
or any of the Pantone+ colors specified on page 16. 100% black or any of the Pantone+
hotel & spa colors specified on page 16.

Éilan Hotel & Spa Brand Guidelines 13

 The logo is the launching point for the Éilan identity.
Below is a short list of modifications to the logo
that should not be used and only serve to harm the
strength of the brand mark.

don’t alter the colors don’t add gradient to logo don’t rotate or distort

éilan
don’t apply noticeable shadow don’t apply different fonts don’t change proportion
of logo elements

Éilan Hotel & Spa Brand Guidelines 14

 i nostri colori
our colors

The elegant color palette throughout the property

reflects a distinctly Italian character.

The primary brand palette of Éilan is lead by warm

tones of terracotta, gold and olive, found throughout
Sienna and Tuscany. These should be the dominant
colors in all branded materials and logo.

Éilan Hotel & Spa Brand Guidelines 15

 Primary Color Palette

Pantone+: 298C Pantone+: 1665C Pantone+: 7752C Pantone+: 704C Pantone+: 574C
CMYK: 65 - 10 - 1 - 0 CMYK: 7 - 87 - 100 - 1 CMYK: 20 - 27 - 100 - 1 CMYK: 25 - 95 - 85 - 19 CMYK: 65 - 44 - 90 - 36
RGB: 61 - 181 - 230 RGB: 225 - 69 - 4 RGB: 209 - 174 - 69 RGB: 163 - 42 - 50 RGB: 77 - 90 - 49

Secondary Color Palette

Pantone+: 2726C Pantone+: 709C Pantone+: 392C Pantone+: 4515C Pantone+: 562C
CMYK: 79 - 69 - 0 - 0 CMYK: 0 - 77 - 36 - 0 CMYK: 48 - 40 - 100 - 16 CMYK: 31 - 31 - 68 - 2 CMYK: 95 - 34 - 64 - 19
RGB: 67 - 92 - 200 RGB: 243 - 98 - 121 RGB: 130 - 122 - 6 RGB: 181 - 163 - 106 RGB: 0 - 110 - 99

Éilan Hotel & Spa Brand Guidelines 16

 fotografia
photography

Our photography should not only reflect the brand,

but showcase the property when possible. Always
consider the audience when choosing imagery.

Éilan Hotel & Spa Brand Guidelines 17

• Bright, colorful images.

• Images should have a sense

of “freshness.”

• People enjoying the space

and experience.

• Photography should always reflect

the five keywords outlined on page 8.

Éilan Hotel & Spa Brand Guidelines 18

 Do not use photos that employ the Do not use low-quality, generic, Do not use images that are too busy
• Do not use explicit images.
use of special lens effects boring stock photos
• Do not use images that
may offend people.

• Do not use images of

a different hotel or are
obviously from a different
hotel’s marketing campaign.

• Do not use images that the

have not been purchased legally.

• Do not use photos that Do not use photos that have Do not use photos that are obviously Do not use photos that look staged
have obviously been altered dramatic, cliché filter effects from a different geographic location
in Photoshop.

Do not stretch images to fit a Do not use colored boxes to make Do not use images that feature Do not use images that are cliché
particular size the photo fit a particular size outdated equipment / elements

Éilan Hotel & Spa Brand Guidelines 19

 tipografia
typography

One of the primary tools of the Éilan brand is our voice,

and one of the ways our voice remains consistent is
through typography.

Éilan Hotel & Spa Brand Guidelines 20

 Alana is the the font of choice for our
logo and can be used for headlines. It
should be used as an accent and never
in long form copy.
Scala Sans is our all-purpose font. Its
open letterforms are modern, approachable
and distinctive. It comes in many weights
and reads well at any size, making it
extremely flexible. It works for both headlines
and body copy, and looks great in both upper
or lowercase.
Éilan Hotel & Spa Brand Guidelines
alana
abcdefghijklmnopqrstuvwxyz
1234567890 !@£$%^&*()_+{}[]:”;’<>,.?/
• This font was customized for use in the logo.
• To be used in headlines and only in lowercase.
Scala Sans Family
Scala Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@£$%^&*()_+{}[]:”;’<>,.?/
Scala Sans Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@£$%^&*()_+{}[]:”;’<>,.?/
Scala Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@£$%^&*()_+{}[]:”;’<>,.?/
Scala Sans Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@£$%^&*()_+{}[]:”;’<>,.?/
• To be used in communication materials
21
 messo in uso
put in use

A well-developed brand allows designers to

effectively follow guidelines for the logo, font,
imagery and messaging to deliver marketing
that is effective and consistent.

What follows is a suggested template for one such

marketing tactic: on-property promotional images.
Whether delivered on video monitors, as more
traditional posters, guest room cards or check-in
messages, these graphics serve to promote Éilan
activities to enhance the overall guest experience.

Éilan Hotel & Spa Brand Guidelines 22

ANATOMY OF AN EVENT POSTER

Photos should appear

bright and refreshing.

Implement Italian
inspired details where
appropriate.

Event titles should

be set in all lowercase
Alana Pro.

Event location
set in Alana Pro at a
legible size.

Event details set

in Scala Sans at a
legible size.

Posters should have a

footer utilizing brand
colors that compliment
the photo and use the
subtle pattern of the
icon repeating.

The logo should

be placed in the bottom
left corner followed by
the tagline.

Éilan Hotel & Spa Brand Guidelines 23

 mercato
Mercato is a neighborhood of Naples in southern Italy
and means “market” in Italian. Found at the heart of
a village, the mercato is a gathering place that offers
prepared foods, local ingredients and staples for
everyday life.

Mercato at Éilan Hotel & Spa offers an assortment

of specialty items from wine and cheeses to chef-
prepared meals to gifts and travel essentials. A nod
to its Italian heritage, the olive is a symbol of this
unique marketplace.

Éilan Hotel & Spa Brand Guidelines 24

 Primary 2-color logo

Pantone+: 392C Pantone+: 704C

CMYK: 48 - 40 - 100 - 16 CMYK: 25 - 95 - 85 - 19
RGB: 130 - 122 - 6 RGB: 163 - 42 - 50

• The same logo modification standards that apply to Éilan’s

logo, apply here.

Éilan Hotel & Spa Brand Guidelines 25

 forza
Workout facilities at Éilan Hotel & Spa are more
than your typical hotel gym. It is a full-service fitness
studio complete with state-of-the-art weight training
equipment, dedicated cardio area, an indoor lap pool,
group exercise studio and ample space for stretching
and functional training.

Forza (pronounced “FORT-za”) is the Italian word for

strength, and a common chant among sports fans of
Italian soccer.

By branding Eilan’s gym as Forza Fitness, it

appropriately positions the facility as a stand-alone
operation, offers considerable distinction among the
hotel’s competitors, and provides a vehicle to unify the
staff that serve guests and club members in the gym
and outdoor pool grounds.

Éilan Hotel & Spa Brand Guidelines 26

 Primary 2-color logo

Pantone+: 7740C Pantone+: 300C

CMYK: 81 - 20 - 100 - 6 CMYK: 100 - 62 - 7 - 1
RGB: 52 - 144 - 65 RGB: 0 - 93 - 185

• The same logo modification standards that apply to Éilan’s

logo, apply here.

Éilan Hotel & Spa Brand Guidelines 27

 hotel & spa

hotel & spa

Éilan Hotel & Spa Brand Guidelines 28