Prest Cruise Waterfront Hotel: Brand Identity Manual

Prest Cruise Waterfront Hotel
Brand Identity Manual
Prest Cruise Waterfront Hotel Brand Identity Manual

best provides information necessary to help you
correctly use the strategy and positioning of the
brand in both visual and verbal presentations in its
best and appropriate manner. Its purpose is to
maintain Prest Cruise Waterfront Hotel Brand
Identity while allowing the hotel to express its
individual personality.
Every touchpoint is a chance to create an impression
in the mind of our guests about what Prest Cruise
waterfront represents. The standards and design
guideline specifications will not only ensure
consistency across all applications but will also help
maintain a high standard of design and production at
all levels. They will help ensure that every guest
experiences Prest Cruise waterfront as a distinctive
brand.
No alterations should be made to these
specifications.
2015 Prest Cruise Waterfront Hotel | Brand Identity Manual. All Rights Reserved
Contents
Visual Identity Guidelines
4
5
6
7
8
9
10
11
Corporate Branding
Brand Logo
Logo Specifications
Correct use of logo/Incorrect use of logo
Logo Reversal
Colour Palette
The Corporate Typefaces
Pattern
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
Applications
Business Card
ID Card
Guest Directory
Letterhead
Fax Sheet
Envelopes (C4, DL)
Property Brochure
Front Office Forms
Email Signature
PowerPoint presentation format
Adverts
Key Card
Key Card Holder
Guestroom door tag
Property Identification Sign (PID)
Clothing
Vehicle Livery
30
31
32
33
Verbal Identity
Verbal Style
Short Form Verbal Style
Long Form Verbal Style
Corporate branding
The Visual Identity is critical to communicating the

corporate brand identity. The elements within Corporate
branding include logo, typography and colour. These
elements define the Prest Cruise Waterfront brand voice
from a visual perspective. This section introduces the
core Visual identity elements and is a guide for using
these elements to achieve a consistent look and feel
across customer touchpoints.
Brand Logo
To maintain a quality image worldwide, it is

essential that every member preserves the
integrity of the Prest Cruise Waterfront Hotel
logo by displaying it in its correct form.
Daily activities can be stressful and

sometimes you need to have a little
captivating view of the waterfront to remind
you to hold on through the good and the bad.
Prest Cruise Waterfront hotel brand Logo is

clean and simple, to reflect the visual
vocabulary of the lifestyle space.
The relative proportion between the

alphabet P and the symbol needs to remain
consistent. The logo must always be
reproduced exactly as specified in this
manual.
The Logo is a symbol of hope, strength and

stability just as the anchor holds steady a
ship, this is seen symbolically as a sign that
holds its guests with hospitality and provides
them with strength to hold on no matter how
rough things get in life.
Logo
Logotype
Logo specifications
A specific area of non-interference, or clear,

and minimum size requirements have been
established to ensure its integrity and
visibility. Adhering to these clear space,
height and minimum size requirements will
ensure that the Prest Cruise Waterfront
Hotels identity is always represented
consistently and correctly.
For high visibility and an uncluttered
presentation, a specific area of noninterference must be maintained around the
logo. Determine the minimum amount of
clear space for the Prest Cruise Waterfront
Hotels logo by measuring the height of the
alphabet P in the logo mark (x).
An area equal to one half times this height

(1.5 in the diagram below) should be kept
clear on all sides of the logo.
It is important that all parts of the logo can be
easily read in every application. For this
reason, the logo is not reproduced where the
Prest Cruise Waterfront hotel logo font P
measures smaller than 0.894". There are no
maximum size restrictions as long as the
clear space requirements are met.
1.5x
1.5x
1.5x
1.5x
Correct use of logo/Incorrect use of logo
There are two approved versions of the Prest

Cruise Waterfront Hotel logo.
Always use approved artwork whenever

possible.
The Logo can partly be reversed to white on a

bluish background (this can be used only
with the specified colour shades as shown
below).
Never alter the logo by changing its

proportion, lockup positioning or typeface.
Do not change the colour specifications.
Note: Refer to colour palette page 9 for CMYK,

RGB and Web colour breakdowns.
JPEG, GIF or PNG format images are designed

for screen applications and should not be
printed.
Logo Reversal
When no colours are available, the Prest

Cruise Waterfront Hotel logo can be used in
black and white.
In the case of newspaper advertising, the
Prest Cruise Waterfront Hotel logo can be
printed in black and white (monochrome).
This monochrome version is also to be used
on Fax Paper and where required.
Colour Palette
The Prest Cruise Waterfront Hotels colour

palette includes colours that are an integral
part of the identity system. Corporate colours
carefully applied will impart a consistent
look and feel to all Prest Cruise Waterfront
Hotel communications at all touchpoints.
When selecting a colour from the palette, the
primary colour should be predominant in
design elements and type. The accent colour
should be used sparingly for emphasis only to add value or cast subtle spotlight on a
phase or visual.
The Pantone, CMYK and RGB colours

A palette of four basic colours has been
chosen for consistent usage in most
applications. The colours should preferably
be printed in the specified Pantone colour.
When no Pantone colour can be used for print
i.e. in advertising, the CMYK breakdown can
be used.
The RGB version should only be selected for
digital applications.
Print applications
Pantone Red 032 C
CMYK C0 M100 Y100 K0
Digital application
RGB R237 G50 B55
Hex - #Ed3237
PANTONE Red 032 C
Print applications
Pantone 711 C
CMYK C13 M100 Y100 K5
Digital application
RGB R237 G50 B55
Hex - #Cb3438
PANTONE 711 C
Print applications
Pantone 5265 C
CMYK C100 M99 Y20 K11
Digital application
RGB R61 G61 B121
Hex - #3D3D79
PANTONE 5265 C
Print applications
Pantone 7543 C
CMYK C15 M9 Y8 K22
Digital application
RGB R176 G181 B186
Hex -#B0B5BA
PANTONE 7543 C
PANTONE. PANTONE MATCHING SYSTEM.

PMS are Pantone, Inc.s check-standard trademarks.
The Corporate Typefaces
For print and digital applications

Impact and Calibri are the chosen typeface
for all printed materials. Cambria and also
Calibri are for the digital applications. Calibri
font should be used when creating Microsoft
documents (Power Point, Outlook e-mail,
Word, etc.).
These typefaces are available for purchase at
www.fontshop.com.
Impact should be a constant font used for
brand name.
No other typefaces can be used.
Impact
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Cambria
1234567890!@#$%^&*()
Cambria bold
1234567890!@#$%^&*()
Calibri
1234567890!@#$%^&*()
10
Pattern
The Prest cruise Waterfront hotel pattern is

a brand asset meant to represent the
multiple growing aesthetic nature of the
hotel with wheat grains as seen in part of
the logo. The wheat is said to be the worlds
healthiest food, the pattern here is a
representation of the global nature of the
brand and plenty of room for expansion in
its healthy and hospitable nature. It is
meant to be taken as a whole, as suggestion
of scope and diversity and not as a literal
directory of properties.
Version 1
Management of the brand pattern will be

done centrally by the Brand Marketing team
and properties are not to modify the pattern
to highlight their own names.
There are two approved versions of the
pattern to highlight their own names.
There are two approved versions of the
pattern.
* Always use approved artwork: Version 1
and Version 2.
* Never alter the Visual Element in any way.
Version 2
11
Applications
12
Business Card
The artwork has been supplied and only the

text can be changed according to the different
name and telephone number details. No
other alterations can be made.
Size: 90mm x 45mm or 55mm
Printing: 4colour off-set or DI (direct
imaging) print with matt-finished PVC
coating.
Logo and graphic patterns to be spot UV.
Material: Art paper min. weight 250 grams
Prest Cruise Waterfront Hotel logo size is
best requires to be between 20mm to 25mm
in width.
08
12
88
88
88
Back
Zakari Chinedu
Receptionist
T: 08128888883
1c Admiralty Road, off Admiralty Way,
Lekki Phase 1, Lagos State, Nigeria.
reservations@prestcruisewaterfronthotel.com
www.prestcruisewaterfronthotel.com
Front
13
ID Card
The Prest Cruise Waterfront ID card is

double-sided with die-cut rounded corners.
Size: 90mm x 55mm
Plastic stock: to be advised
Templates can be found on the artwork CD.
SZakari
TAFF N
Chinedu
AME
Receptionist
Rank
.............................
Holders Sign.
ID NUMBER: MTA/AB/014
DATE ISSUED: 08/11/2015
Holders Signature
Front

If found, please return to:
Address or call:
08128888883
714121231514062
Back
14
Guest Directory
Design is at the discretion of each property

provided the requirements are met. This
design best comes as an A4 sized booklet so
contents can be visibly appealing to guests.
GUEST
DIRECTORY
GUEST
DIRECTORY
Full Color Example
Leather or Vinyl Example
G T
INNMEN
&
N I
DITERTA
EN
With more than a 100 rooms and suites of

impeccable standards, Prest Cruise
Waterfront Hotel incorporates an elegance
beyond the norm of most luxurious hotel.
We are delighted to welcome you to Prest
Cruise Waterfront Hotel, Lekki, Lagos.
Relax and enjoy the benefits of staying at
our hotel where you can expect the comfort
and security of the hotel with our unique
services.
Inside Page Example
15
Hotel Directory

provided the requirements are met. This
design best comes as an A4 sized booklet so
contents can be visibly appealing to guests.

08128888887, 08128888889
HOTEL
DIRECTORY
RECEPTION NO.
SECURITY NO.
BAR NO.
KITCHEN NO.
RESTAURANT
100
183
181
180
182
HOTEL
DIRECTORY
15

08128888887, 08128888889
HOTEL
DIRECTORY
RECEPTION
SECURITY
BAR
ROOM SERVICE
RESTAURANT
100
183
181
180
182
DUTY MANAGER
08128888883
08128888886

08128888887, 08128888889
MENU
Breakfast menu
Red Beans EWA RIRO
Baked Beans
Boiled Plantain
Potatoes (chips or boiled)
Boiled yam
Fried Plantain
Spicy Naija scrambled Egg
with Fresh Tomatoes, onions , Tatashe and chilli Pepper
Sausage
Bacon
Beef stew
Mixed Fish stew
Oatmeal
OGI with MOI-MOI
OGI AND AKARA [bean cake]
JOLLOF rice
fried rice
white rice
MOI-MOI
Nigerian Delight
Goat pepper soup
Fresh fish pepper soup
Chicken pepper soup
EFO RIRO with Dry fish
EGUSI SOUP
Edi KANG IKONG soup
bitter leaf soup
Ogbono soup
Fresh fish stew
Assorted meat stew
Okra soup
Fresh chicken stew
OFADA rice, its sauce [ATA DID-DIN]
Yam porridge
POUNDO yam
EBA
Semo
Amala
Cat fish
Fried fish
Beef
Chicken
Snails
Prawns
Gizzard
Goat meat
Shaki
Cow leg
Cow tail
Letterhead
To c r e a t e c o n s i s t e n c y a c r o s s a l l
communications, a letterhead and
continuation sheet for the word template has
been supplied.
Set the folding mark at 99mm from the top of
the letterhead, length 5mm, 0.3pt.
15mm
The letterhead continuation sheet

All the graphic elements remain the same on
the continuation sheet as per the main
letterhead, however, the logo and address
does not appear on the sheet.
How to fold the letterhead

First fold the bottom third of the letterhead to the
printed folding mark, then fold to the third crease.

Front
Continuation
c
16

1c Admiralty Road, off Admiralty Way, Lekki Phase 1, Lagos State, Nigeria.
08128888887, 08128888889
Fax Sheet
The Prest Cruise Waterfront Hotel

monochrome logo is placed at the top of the
page.
Size: A4 (210mm x 297mm)
Printing: Single-colour (black)
Paper stock: Bond
Templates can be found on the artwork CD.
TO.................................................................
FROM..........................................................
COMPANY....................................................
DIRECT TEL................................................
FAX...............................................................
FAX..............................................................
DATE.............................................................
NUMBER OF PAGES..................................
SUBJECT.....................................................................................................................................
CONFIDENTIALITY NOTICE: Any information accompanying this facsimile transmission may consist of confidential information, which may be legally
privileged. The information contained in this fax is intended only for the use of the addresses named above. If you have received this facsimile in error,
please notify us immediately by telephone to arrange its return to us. Any disclosure, copying, distribution or the taking of any action in relation to
the contents of this faxed information by any person (other than the address named above) is strictly prohibited.
17
Envelopes C4
The Prest Cruise Waterfront Hotel logo and

graphic pattern are mandatory on this item.
The Prest Cruise Waterfront Hotel logo is
required to be 30mm in width. Examples not
shown at actual size.
Colour: Four colours for print
Size: C4(300mm x 230mm, excluding flap)
Material: Bond Paper min. weight 120 grams
Recommended Specification and

Production Technique
4 colour off-set or DI(Direct Imaging)
Front

Back
c
18
Envelopes DL
The prest Cruise Waterfront Hotel logo is

placed in front of envelope(upper left part)
Address details are placed at back of
envelope(lower left part) .
Size:
DL (220mm x 110mm, excluding flap)
Printing: 3-colour
Paper stock: White cartridge, 80gms
15mm
35mm
50mm
Front

leave a half paragraph space before setting the address
08128888883
set address in 2 lines, cambria normal 7pt
Back
set legal name in Impact normal 10pt

set email and address in, cambria bold 7pt
Property Brochure
The brochure size must not exceed 100mm x

200mm.
Prest Cruise Waterfront Hotel logo size is
required to be 25mm in width.
Examples not shown as actual size
BROCHURE
20
Front Office Forms(Guest Folio)
Prest Cruise Waterfront Hotel branding is

mandatory on this item.
GUEST
CHECK

Prest Cruise Waterfront Hotel logo size to be

minimum 12.5mm width.
08128888883
DATE
TABLE
SERVER
0122134
GUESTS
Examples not shown as actual size.

Size: to be determined by the property
Material: Bond paper min. weight 70 grams

4 colour off-set or DI(Direct Imaging)
SUB-TOTAL
TAX
SUB-TOTAL BAR
TOTAL
GRATUITY
DATE
GUESTS
0122134
TOTAL AMOUNT

08128888883
Reservation
Confirmation

08128888883
STATUS
ARRIVE
QTY TYPE
RATE
TAX
NGTS
DEPART
RATE CHANGE
RATE CHANGE
MKT
RESERVED
SA#
CONF#
DEPOSIT REQ.
DEPOSIT REC.
T.A.#
GUARANTEED BY
SPECIAL REQUESTS
REMARKS
21

08128888887, 08128888889
Room Price list:
SUITE: N25,000
STANDARD ROOM: N16,500
TITLE:
FIRST NAME:
MOBILE PHONE:
HOME ADDRESS:
COMPANY NAME:
COMPANY ADDRESS:
EMAIL ADDRESS:
PURPOSE OF VISIT:
DURATION OF STAY:
DATE OF ARRIVAL:
CHECK OUT DATE:
DATE:
SIGNATURE:
(OFFICIAL USE ONLY)

CHECKED IN BY:
HOW MANY VISITORS:
GUEST
CHECK
Email Signature
Information can be changed according to the

different name and address details. No other
alterations can be made. Information is set in
the recommended digital typeface
Typeface: Calibri
Name is set in bold and the title is set in
regular. Both are set in the corporate grey
colour, while the email address is set in the
corporate blue colour.
The e-signature displays the Prest Cruise
Waterfront Hotel Logo.
The contact address is set on two lines. The
web address always sits in the last and is set
in the corporate blue colour and bold.
The email disclaimer is set in a lighter colour
50% of grey.
Zakari Chinedu
Receptionist
zakarichinedu@prestcruisewaterfront.com
1c Admiralty Road, off Admiralty Way, Lekki Phase 1, Lagos State, Nigeria.
www.prestcruisewaterfronthotel.com 08128888883
22
Power Point Presentation format
The Prest Cruise Waterfront Hotel logo is

placed at the top right side of the cover page.
The positioning of the word presentation as
seen on the first Powerpoint design page can
be replaced with the Title of the
presentation.
Prest
Cruise
Waterfront
Hotel
A glimse of the hotel
can be superimposed
into the pattern design
with same shade of red.
PRESENTATION
Cover Page
BODY
Body Page
CONCLUSION
End Page
c
23
Advertising
All advertising, regardless of size (full-page,

half page or double-page spread) must
contain the logo element and headline
relevant to that particular advert.
Photography must contain a high number of
pixels.
Prest Cruise
Waterfront
Hotel
Advert content here, Advert content
here, Advert content here, Advert
content here, Advert content here,
Advert content here, Advert content
here, Advert content here.
indoor Advertising(Posters, Fliers, Newspaper Advert)
Prest
Cruise
Waterfront
Hotel
Advert content here, Advert content here, Advert

content here, Advert content here, Advert content
here, Advert content here, Advert content here,
Advert content here, Advert content here, Advert
content here, Advert content here, Advert content
here, Advert content here.
Outdoor Advertising
24
Key Card

graphic pattern are recommended on this
item.
provided the requirements are met.
Key Card
Silkscreen
Size: 55mmx87mm
Graphic
pattern
08128888883
Front view

Material: Typical Plastic ATM Type Key Card
Brand name
and address
Back view
25
Key Card Holder

item.
Holder
4Colour Offset or DI(Direct Imaging)
65mm x 95mm
Material: Bond paper min. Weight 120grams
The Prest Cruise Waterfront Hotel logo size is
Front view
Prest Cruise
Waterfront Hotel

08128888883
Back view
Warmest Welcome
Dear Guest,
We are delighted to welcome you to Prest
Cruise Waterfront Hotel. Relax and enjoy the
benefits of staying at our hotel where you can
expect the comfort and security of the hotel
with our unique services.
We trust that everything you need is provided.
Should you have further queries please do not
hesitate to contact any one of our professional
staff on duty or me personally.
The General Manager

26
Guestroom door tag

item.
Size: 100mm x 200mm
Material: Plastic min. thickness 0.5mm
The Prest Cruise Waterfront Hotel logo size is
Silkscreen.
100mm
Back View
PLEASE
DO NOT
DISTURB
Front View
Thanks!
Thanks!
PLEASE
TIDY UP
Graphic Pattern
Pantone Red 032 C
(C0 M100 Y100 K0)
100mmx20mm
27
Property Identification Sign(PID)
The Prest Cruise Waterfront Hotel

identification signs shall be manufactured in
accordance with the sign standards and the
Prest Cruise Waterfront brand identity
exterior sign design intent drawings and
specifications.
This sign is required. It must be prominently
displayed and clearly visible upon arrival.
Prest
Cruise
Waterfront
Prest Cruise
Waterfront Hotel
Outdoor monument direction sign
H
O
T
E
L
1c Admiralty Road,
off Admiralty Way,
Lekki Phase 1,
Prest Cruise Waterfront
Hotel
Lobby/Reception Sign
c
Outdoor monument sign

28
Clothing
Front: Prest Cruise Waterfront hotel Pattern

showing on left side of shirt with logo on top
right side of shirt..
Back: Prest Cruise Waterfront hotel Pattern
showing on right side of shirt with logo at the
top middle side of shirt.
Front
Back
29
Vehicle Livery
Vehicle branding should have the patters on

the rear doors. Front doors will have Prest
Cruise Waterfront Hotel logo on them with
website links inscribed at the front doors and
rear side of the vehicle.
side view
08128888883
08128888883
front view
c
rear view
30
Verbal Identity
The Verbal Identity Standards bring the brand to life in
written and verbal communications. The more
consistently Brand Voice is used in communication and
execution, the more quickly consumers will identify with
the brand and what sets in apart.
31
Verbal style
Language Provides Meaning

Prest Cruise Waterefront Hotel uses words
that convey information, attitude, intention
and style - communication that delivers
authenticity and truth.
Language should always:
* Surprise and charm
*Share the Discoverers sense of adventure
*Be clear and delightful
*Be specific and thought-provoking
Language should never be:
*Contrived
*Florid
*Embellished
*Overly clever
The voice of Prest Cruise Waterfront.

Imagine a friend, a native of the city you
are visiting, someone who has lived here
his whole life. He is a worldly person who
has done a fair amount of travelling of his
own, so he understands where you come
from. He is not provincial but he really
knows his city and he has dropped by to
show you around. When he takes you to a
restaurant, he knows the chef, he knows
the menu, he knows the history of the
building in which it is housed. He knows
a great second-hand bookstore, how
much to tip a cabman. He is not a bore
with his knowledge, but he drops little
tidbits that make the place come alive,
little facts and anecdotes that surprise
you, things you cant wait to tell your
family when you get back. Hes witty, hes
smart, but never long-winded, flowery or
pretentious. Every so often hell drop a
turn of phrase that sticks in your ear,
maybe a homespun idiom or an unusual
but perfect word. Its a voice that can be
straight forward and informative when
you need it to be. You arrange a wake-up
call for an early meeting and the voice on
the phone is polite, professional and
straightforward. But when youre in the
mood, he offers a colour commentary
track that casts light around surprising
corners and into obscure shadows. This
is the voice of the illuminator, your guide
to the Prest Cruise waterfront and its
locale.
33
Short form verbal style
Short statements sum up the brand in ways

that are quickly understood. Part of building
a strong brand is making sure that all
messages support the brand positioning. Key
messaging helps highlight important brand
offerings. The following examples can be
used as a foundation to develop messaging
that is distinctive to the hotel and its unique
business positioning.
Keycard
Safety is key
Knock Knock.
Before you open the door,
Look through the viewfinder.
In the Gym
Why not skip the treadmill today? Take a
brisk run down the streets of lekki instead.
Coffee Mug
Coffee was first brewed in 9th century. We
made this batch fresh today. Taste the
difference.
33
Long form verbal style
Use long form messaging to reinforce the

benefits of the Prest Cruise waterfront
experience. The following examples can be
used as a foundation to develop messaging
that is distinctive to the hotel and its unique
business positioning.
Sample Long form Verbal

Hotel, Guide Introduction
Ah, youre here...please sit back, kick off
your shoes, relax for a moment...
Welcome to Prest Cruise Waterfront
Hotel.
At Prest Cruise Waterfront we firmly
believe that travel is about discovery and
exploration so, no matter what brings
you here, we encourage you to take
pleasure in the details of your stay; to
appreciate the incredibly view of the
waterfront and the unique offers of the
city; to uncover the hidden gems along
your journey.
So, don't let us hold you up, visit our
Navigator in the Lobby to find out about
our superb wine shop at Primi Piatti, or
the quintessential local and
international jazz music spot. We
guarantee a satisfying FIND.
34
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Brand Identity Manual