Epic Logo Standards_4
22
LOGO SYSTEM + MULTI-RESORT MARKETING EFFORTS APPLICATION
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Transcript of Epic Logo Standards_4
01
Logo system + muLti-ResoRt maRketing effoRts appLication
02
11Segmentation System
Segmentation Overview 12
What Is an Epic Segment 13
New Epic Segment Application 14
Application of Personality 15
Approved Logo Lockups 16
Established Segment Examples 18
WeLcome to the epic™ bRand standaRds system. This manual is your resource to guide design application using the Epic brand. The Epic brand represents endless possibilities and limitless potential and is a valuable business asset for Vail Resorts Management Company. Everyone must take care to protect and enhance the brand through effective internal and external communications.
The primary objective of this document is to create a standardization of the various applications and uses of the Epic logo in order to provide visual cohesion and consistency across all category segments. This document identifies practices that are approved and prohibited to assist you in the development of brand-enhancing communications.
03Logo Standards
Epic Brand 04
Logo Guidelines 05
Area of Non-Interference 05
Size Limitations 05
Misuse Guide 06
Logo + Photography 10
20
Additional Resources
Contact Information 21
Table of conTenTs
03
Logo standaRds
04logo sTandards
epic bRand LaddeR
VaLues
consumeRbenefit
pRoductbenefits
featuRes
emo
tio
na
L
To Create an Experience of a Lifetime.
Endless possibilities. Limitless potential.
A variety of resorts offering exceptional service, hospitality and activities for every age, all year long.
10 World Class Destination Resorts
Ra
tio
na
L
0505
The Epic brand system is designed with pragmatism and functionality. This system is created to maintain the integrity of the Epic logomark across multi-resort marketing efforts and to reinforce the equity of the brand.
epicbRand
logo sTandardsback To Table of
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06logo sTandards
Logo guideLines figuRe 1: Logotype The Epic logo is comprised of a logomark and a trademark symbol. The trademark remains the same size in relationship to the Epic logo when scaled.
On a single printed piece or in digital applications, the trademark symbol can be used once, the first time it is presented. In a logo lockup, the trademark symbol is always used.
figuRe 2: pRimaRy suppoRting font Futura is the recommended supporting font. However, this depends on brand personality and is open for font exploration upon approval of the creative services team and/or the management team.
Logomark Trademark
abcdefghijkLmn opqRstuVWxyz
aRea of non-inteRfeRence figuRe 1: epic Logo soLo The area of non-interference is 50% of the X height of the Epic logo’s “e.”
figuRe 2: epic Logo+ This rule extends to the unit created by the logo mark and any category names, URLs or anything that becomes attached to the logo mark.
50% X Height of Epic logo “e”
50% X Height of Epic logo “e”
x
size Limitations figuRe 1: minimumThe Epic logo is not displayed smaller than the X height of all caps 12 point Futura Bold.
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07logo sTandards
Do not distort through scaling. Do not add drop shadows, glow, bevel or any other effect.
Do not add unapproved gradients/textures.
Do not recreate the Epic logo in any typeface. The logo is used with the supplied vector file only.
With lift-access segment as an exception (see page 8), do not use the Epic logo in a headline.
Do not use the Epic logo in body copy.
Use of the Epic logo in stand-alone form should only be used for lift-access segmentation. For all other cases, approval is required from the creative services team and executive management. See page 7 for more about stand-alone usage.
Do not place on photos or colors that vibrate or are too similar.
Do not rotate. Do not alter the Epic mark. Do not place on busy photos or textures.
epic™
Lis sinvell ectatis magnis sit, ommos doluptatur? Inverum nonsed.
Make it
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misuse guide
08
Logo misuse in headLine
With the lift access/pass segment as the only exception, do not use the Epic logo in a headline. In the lift access/pass segment case, the Epic logo should be used in a headline only when referencing the brand; it should not be used as an adjective describing something as “epic.”
Parameters
Life is an eVenT. Make yours .
VAI L • B E AVE R CR E E K • B R ECK E N R I DG E • K E YSTO N E • L AK E TAH O E
PAR K CIT Y • JACK SO N H O LE • JAMAICA
BOOK 50 – 100 total room nights and choose one EPIC incentive
BOOK 101 – 200 total room nights and choose two EPIC incentives
BOOK 201+ total room nights and get all of the EPIC incentives
• ARRIVAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . One VIP ground transfer to/from the following airports:
Denver International; Eagle County; Reno; Salt Lake City; Jackson Hole; Sangster International*
• WE LCOM E . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .$750 credit towards a cocktail reception at the hotel
• AC TIVIT Y . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . CHOOSE OnE: (1) EpicPass good for unlimited skiing/riding for the
2013-14 ski season, (4) 2013-14 one-day ski lift tickets; (4) rounds of golf or (4) one-hour spa treatments
Plan your next meeting at one of our iconic destinations and enjoy incentives.
VailResortsHospitality.com
To book call 800-404-3878 or conTacT your nSo: ELLEN COLLINS, CMP – [email protected] Mountains/West Coast MARGARET VICTOR – [email protected]/Mid-Atlantic/Southeast LIz VINSAND – [email protected]/South Central
TERMS & CONDITIONS:This offer is not to be used in conjunction with other offers. Only for newly contracted group business that is signed definite by 2/28/14 and consumed between April and mid-December; for Jackson Lake Lodge consumed between 5/20/14 - 6/30/14 and 9/1/14 – 9/14/14. Minimum 2-night stay required. Subject to individual property availability.
* Four VIP round trip transfers from Sangster International Airport to Half Moon, A RockResort; Rose Hall, Jamaica
TO BOOK CALL 800-404-3878 OR CONTACT YOuR NSO:
LIFE IS AN EVENT. MAKE YOURS
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09
Logo usage in headLine (epic pass onLy)
UTAh IS
Utah is
The Epic “e” extends slightly out above and below the cap height of the headline typeface.
Spacing should be visually set and similar to the spacing of the headline typeface.
The Epic “i” baseline is the same as the headline’s baseline.
The Epic “c” x height is the same as the headline’s cap height.
The Epic “p” descender drops
below the baseline.
Headline cap height
Sentence case example
With the lift access/pass segment as the only exception, do not use the Epic logo in a headline. In the lift access/pass segment case, the Epic logo should be used in a headline only when referencing the brand; it should not be used as an adjective describing something as “epic.”
Parameters
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1010
stand-aLone Logo misuse
C0 M49 Y99 K0
logo sTandards
The Epic logo should almost never be used as a stand-alone element.* It should always be accompanied by a segmentation brand name such as “pass” or “discovery.”
* A black or white logo may be used as a stand-alone element in rare cases, with serious consideration and approval from executive management.
This is an approved application acceptable only when promoting the lift-access segmentation.
partnership/no segmentation lift access/pass only application
LOGO cOLOr
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11logo sTandardsback To Table of
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When the logo is used with photography, contrast is key. If the logo is lost or vibrates (in video) the photo should be replaced, or the logo should be moved.
Contact the creative services team for guidance when using the epic logo in video.
VideO
012
segmentation system
+ segmentation
13
VaiL ResoRts management company
exteRnaL (consumeR facing)
epic momsepicLife
epicbuRgeR
epicdiscoVeRy
epic passLocaL pass
+ ResoRt passes
pass cLubday pass
season pass
epicVoLunteeRs epic mix
communityfood
&beVeRage
onLine/offLine
pubLicationssummeR sociaLLift access
coRpoRate sociaL
ResponsibiLity
An Epic segment is a named category that houses approved products or divisions. The system below organizes existing segments in a manner that is easy to assimilate. The intention of this system is to serve as a guide for all cross-brand identities and to provide a way for new introductions into these segments. New additions and/or look-and-feel applications cannot be
created unless prior approval is received. An understanding of the hierarchy of the Epic brand is critical to ensuring the continued success of the brand and to appropriately leverage its equity for the various divisions of programs and products.
= TBD
The following chart visually illustrates the external and internal corporate divisions and subdivisions associated with Epic and demonstrates how each category has been segmented based on existing brands (e.g., EpicMix) and foresight for anticipated additions.
epic segmentation oVeRVieW
segmenTaTion sysTem
inteRnaL (empLoyee facing)
epicjobs
inside epic WeekLy
epicseRVices
seGmentcateGOries
PrOducts within seGments/
brands
coRpoRate/ inteRnaL
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14
What is an epic segment?
An Epic segment is a named category that houses approved products. There is a mandatory application process prior to usage of any new product or new segment with Epic branding.
Example: Segment category: Lift Access Product/brand: Epic Pass, Epic PassClub, etc.
Mandatory application requirements for new segment or product:• Must be defined under Vail Resorts as an Epic segment or product.
• Must share the mission of Vail Resorts: “Experience of a Lifetime.”
• Must reflect the meaning of the word epic, particularly impressive, remarkable, heroic or grand in scale or character.
• Must have considerable investment of time and capital.
• Must have considerable longevity.
• Must have potential to impact multiple resorts or lines of business.
segmenTaTion sysTemback To Table of
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15
This standards manual is intended as a foundational document to maintain the integrity of the Epic brand.
As such, Vail Corporate and the individual business owners are permitted within the constraints of the outlined guidelines to establish additional personality and assets to support their programs and/or products.
There is a four-part process in the development of a new segment or product that falls within an existing segment as outlined below (or reference page 12):
neW epic segment appLication
Contact creative cervices for requests using the Epic logo. Obtain approval from Kirsten Lynch to move forward with creation of the new Epic lockup. Contact the creative services team at least six weeks prior to your in-market date for use of the Epic logo.
Read through the guidelines for the use of the Epic logo and all technical standards of usage in order to develop the Epic + product lockup with assistance from the creative services team or an outside agency.
Develop brand assets that support the look and feel of the new Epic lockup, with assistance from the creative services team or an outside agency.
Obtain approval from: 1. Creative services team 2. Kirsten Lynch consecutively, prior to rolling out your logo to the company and/or public.
1 2 3 4
pRoduct™
pRogRam
segmenTaTion sysTem
pass™
6 Weeks
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16
The system is structured to keep the integrity of the Epic brand but maintains flexibility to allow segments to have an expression of their own. the product personality can be as simple as adding a color palette and branding assets, or as involved as the options below. option 1: coLoR There is a proposed color palette within each segment. Choose your product/brand color from this palette. note: Once a color in a segment is chosen, all products/brands within that segment shall remain consistent. Example: The Lift Access segment is C:0, M:49, Y:99, K:0, as in Epic Pass, Epic Season Pass, Epic PassClub, etc.
option 2: pRopoRtion aLteRation Segments have the option to vary the relationship of size between the Epic logo and the product. Example: Epic Mix.
option 3: font Epic lockups have the freedom to work with any font that pairs nicely with the Epic logo and speaks to the strategy behind the product or program.
option 4: gRaphic tReatment Epic lockups have the option of incorporate additional graphic treatment to the word accompanying the Epic logo if it is in line with the strategy behind the product or program.
nOte: do not add a rasterized texture to the final approved lockup. each segment’s primary logo should be vector.
segmenTaTion sysTem
pass™
appLication of peRsonaLity
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1717
appRoVed Logo Lockups
pass™
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18esTablished segmenT PersonaliTies
What is
ski the world
$689 adult
paSS
uSa Vail beaVer creek breckenridge keystone canyons heaVenly northstar kirkwood arapahoe basin eldora afton alps mt. brighton
auStria st. anton st. christoph stuben Zürs lechNow includes 5 FREE consecutive days at Arlberg, Austria.
Unlimited, unrestricted skiing or riding.
Switzerland VerbierPlus 5 days at Verbier, Switzerland.
18 mountains 3 countries 1 pass
Verb i er Arlbergva i l
international
© 2013 Vail Resorts Management Company. Trademarks are the property of their respective owners.
eldora
The approved and current Eldora creative.
eldor a
+ Eldora
Eldora is
+ Eldoranow ski eldora on the epic pass 7021 Portwest, suite 190
Houston, tX 77024
buy before october 13th to lock in another epic season!
Did you know that you only have to ski 6 days to pay for the full value of your ?
that’s not a lot of skiing and riding for a pass that gives you unlimited and unrestricted access to ski whenever you want at 9 world-class mountains!
PASS park for free
purchase your pass by 10/13 and get
1 free parking pass
EntEr promo codE FREEPARKING during chEckout to rEdEEm this offEr
buybEforE oCT. 13
Vail | beaVer creek | breckenridge | keystone | canyons | heaVenly | northstar | kirkwood | afton alps mt. brighton | arapahoe basin | eldora | Verbier | st. anton | st. christoph | stuben | zürs | lech | courcheVel la tania | méribel | brides-les-bains | les menuires | saint martin de belleVille | Val thorens | orelle
bRand peRsonaLity assets
LOGO cOLOr brand cOLOrs
The Epic Season Pass brand is made up of the color scheme and assets shown. The pass names are always in the lift access segment color - orange.
note: This logo is the original Epic lockup. The brand’s personality was created around the original logo.
Motivational, aspirational, invigorating, vast, cheerful, valuable and extraordinary. The Epic Pass is the heart and soul of the Epic brand.
C:0 M:49 Y:99 K:0 C:90 M:81 Y:53 K:69 C:39 M:17 Y:7 K:0 Epic Gradient
bUY NOw
pass™
estabLished segment exampLe: Lift access
pRoducts
epic orange pass listing
resort Wallpaper
hero image
logo in environment
decorative snoWflakes
call to action snoWflake
mountain graphic
standardized typography
What is
Logo system + peRsonaLity assets appLied
IT’S gOOd TO bE A LOcALThE bEST MOUNTAINS. 1 SEASON pASS.
summit VaLue pass™
now includes unlimited access to
canyons, utah.
LocaL pass™
bUY NOw
$529 AdULT
$689 AdULT
$429 AdULT
© 2013 Vail Resorts Management Company. Trademarks are the property of their respective owners.
* For complete season pass details as well as explanations on our product age groupings, please visit epicpass.com.© 2013 Vail Resorts Management Company. Trademarks are property of their respective owners.
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19
C:67 M:0 Y:25 K:0 C:67 M:70 Y:66 K:65 C:33 M:100 Y:19 K:1 C:35 M:12 Y:100 K:1 C:5 M:3 Y:3 K:0 C:33 M:100 Y:19 K:1 C:35 M:12 Y:100 K:1
LOGO cOLOr brand cOLOrs
Logo system + peRsonaLity assets appLied
bRand peRsonaLity assets
The Epic Mix brand is made up of the color scheme and assets shown.
Capture. Connect. Share. Epic Mix is about capturing your expericence on the mountain, sharing your experience with friends and family, and building a social community. Energetic, techy, inspirational, active, and fun.
estabLished segment exampLe: sociaL
pRoducts
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20epic cuLtuRe
esTablished segmenT PersonaliTiesback To Table of
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To push snowboard and ski culture, the Epic logo can be used for approved audiences in an artistic way for
approved situations such as temporary “schwag” or “displays.” To protect the integrity of the Epic logo, requests
like this must obtain executive approval.
021
additionaL ResouRces
additionaL ResouRces and contacts
22
additionaL ResouRces & contact infoRmationPlease contact the creative services team for requests using the Epic logo. Additional approval from executive management may be required.
executiVe management appRoVaL
Kirsten Lynch
Chief Marketing Officer & Executive Vice President
Vail Resorts
390 Interlocken Crescent
Broomfield, CO 80021
Becca Barry
Senior Manager, Creative Services
Vail Resorts
390 Interlocken Crescent
Broomfield, CO 80021
303.404.1884
Nina Cashman
Director, Corporate Marketing
Vail Resorts
390 Interlocken Crescent
Broomfield, CO 80021
303.404.6415
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