01 — PROPERTY OVERVIEW
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THE
SPACE
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Bel-Aire Backyard is a destination for guests and locals alike to escape in a sophisticated—yet welcoming—and lively atmosphere around our outdoor pool.
Inspired by the surrounding desert landscapes of Las Vegas, our design takes on a more playful tone than our sister property, Bel-Aire Lounge, to create a vibrant and open look and feel.
02 — SYSTEM OVERVIEW
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Welcome to the Bel-Aire Backyard Brand Guidelines. This is the foundation of our brand—it governs how the Bel-Aire Backyard brand will look, feel, and behave.
This Brandpad will introduce you to the basic elements of our identity system, explaining how to use them to build our brand and create a distinctive look and feel. The Bel-Aire Backyard brand is designed to be a carefree and luxurious experience in the sun. Our minimal colors and layouts, illustrations, and typography bring this experience to life.
This document contains Work Product that incorporates Third Party Materials which have not been cleared and are not intended for public distribution.
03 — SYSTEM ELEMENTS
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→ 3.1 LOGO
Logo Overview
With any branded communication, the logo is one of our most recognizable elements. Our custom logotype is directly inspired by the organic and soft qualities of our interior design.
Logo Variations
The primary logo lockup (1) should be used in all instances. The tertiary lockup (2) can be used in signage and collateral instances that pertain specifically to the Backyard Bar.
Clear Space
The clear space around our logo should equal twice the distance between "Bel-Aire" and "Backyard." Generally, give the logo generous clear space.
Lockup with Durango
The Bel-Aire logo should always lead the visual hierarchy when used in close proximity to the Durango logo.
Misuse
Here are a few things to avoid when applying our logo.
(1.) Do not change how the letters interact with each other.
(2.) Do not thicken the logo's weight.
(3.) Do not use different colors within the logo.
(4.) Do not tilt the logo.
(5.) Do not add a drop shadow.
(6.) Do not typeset other headlines in the name space.
Lockup Usage
On any externally-facing communication, such as a business card, be sure to use the Bel-Aire lockup with "Backyard" to delineate the space.
When on-property, and especially in the space, using the "Backyard" lockup is not necessary.
Brand Relationship
Bel-Aire Backyard is designed as a complementary brand to both the Bel-Aire Cocktail Bar and the Durango brand as a whole. When working with this brand, keep our sister brands in mind.
→ 3.2 LOGO MOTION
All of our individual motion assets can be downloaded here.
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→ 3.3 TYPOGRAPHY
Primary Typeface
Our primary typeface is Styrene B, a structured sans-serif that is both fashionable and utilitarian for a variety of uses.
Secondary Typeface
Our secondary typeface is Manu Informal, a handwriting typeface for small captions and notations that connects visually to the rest of the brand illustrations.
Type Layout
Our typography should be used along the central axis of our compositions, and can be either anchored at the top, middle, or bottom of our layouts.
Type Alignment
Different fonts have different type setting and alignment principles. Handwritten type (1) should look natural, not spaced too close together nor too far apart. It can be placed on slight angles to appear as if written casually. Styrene B (2) should be set according to the examples shown here and below.
Styrene B
Type Setting
Use Styrene B primarily in the typsetting example shown here: at the medium weight, in all caps, with ample letter-spacing and line-spacing, center-aligned. This gives it an elegant, but not too serious, look and feel.
Misuse
Here are a few things to avoid when setting typography.
(1) Keep type center-aligned in almost all instances.
(2) Don't use other typefaces or weights.
(3) Don't set Styrene B tightly.
(4) Don't stretch any typeface vertically or horizontally.
(5) Don't set the handwriting in all-caps.
(6) Don't create other typsettings of Styrene.
→ 3.4 COLOR
Color Overview
Our color palette is constructed of a monochromatic base with bright accents, inspired by the overarching Durango brand. By drawing on material and landscaping details in the pool space, the brand colors help it all come together.
Color Pairings
The palette is most successful when using the light Sandstone as the main color field. Use singular colors paired with off-white or dark grey for a refined look and to help illustration and photography shine.
Misuse
Here are a few things to avoid when choosing and mixing colors.
(1.) Do not use low contrast or overly colorful color pairings.
(2.) Do not use colors outside of our brand color palette.
(3.) Do not use different colors within our logo.
→ 3.5 ILLUSTRATION
Illustration Overview
Our illustration library brings to life the Bel-Aire Backyard experience, showcasing scenes and details of the food, pool, and bar.
Illustrations by Zack Rosebrugh.
Illustration Basis
The illustrations draw directly on the architecture, decor, and landscaping detail in the space. They have been artistically interpreted for interest and longevity.
Illustration Types
There are two types of illustrations in our library. 1) Spot Illustrations are images of the space, architecture, and people in it. 2) Textures are abstract color patterns that connect to the spot illustrations.
Spot Illustration Library
Our initial illustration library consists of ten (10) individual files that can be used holistically or used for isolated elements within each scene.
Spot Illustration Use
Illustrations can be applied to layouts in three ways.
(1) Illustrations can form an edge-to-edge full bleed takeover, covering a canvas with artwork.
(2) Illustrations can be shown in their entirety with clear space all the way around (most common usage).
(3) Individual elements can be carefully isolated from an illustration.
Textures
There are two high-resoluation texture patterns in the brand library, inspired by 1) the greenery of the space and 2) the blue tones of water/sky. Crop in on them in different ways for uses in digital and printed applications.
Illustration Misuse
Illustrations should be allowed to be themselves. Don't manipulate them more than necessary.
(1) Don't use multiple illustrations in one scene.
(2) Don't add illustrations of a similar style to the set.
(3) Don't trace them or use them in one-color.
Illustrators
Additional illustrations can be commissioned for the brand in a similar style.
(Top Row, L-R) Liana Jegers, Stella Park, Paul Bertier, Meicheng Chi.
(Bottom Row, L-R) Charlotte Ager, Damien Cuypers, Lotte Cassidy, Motohiro Aoyagi.
→ 3.6 PHOTOGRAPHY
Photography
Our photography is clean, refined, and elevated, showcasing details of the space — materials, drinks, architectural details, with a presence of guests at times— but never photographic portraiture. Photography and illustration should serve different purposes in the system.
→ 3.7 LAYOUT SYSTEM
Our layouts are simple, elevated, and light, evoking a carefree experience by celebrating illustration elements. They remain balanced and centered. Elements should feel anchored in space. Our goal is to provide a sense of structure to our visual communications. We want to convey a sense of confidence and elevate our design expression by embracing negative space within our layouts.
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Layout Grid
The very first step before diving into any layout is to create a grid that divides the space.
We recommend dividing the layout into 12 columns and rows.
Placement
Our content should be placed along our grid structure. Each dividing line will need its own set of margins.
Our typography should be set centered.
Content
Our color combinations should adhere to the principles explained in the previous sections.
Misuse
Here are a few things to avoid when designing a layout.
(1.) Do not overlay typography on top of a busy image.
(2.) Do not use wide margins.
(3.) Do not use a type size too close to the logo's size.
(4.) Do not create collaged layouts.
(5.) Ensure there are enough elements to draw the eye and create a communication.
(6.) Do not divide the canvas into a series of smaller compositions.
04 — APPLICATIONS
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The examples in this section represent a broad range of approved graphic uses of the brand elements described in these guidelines. *This document contains Work Product that incorporates Third Party Materials which have not been cleared and are not intended for public distribution.
→ MOTION APPLICATIONS
This section represent a range of applications brought to life in motion. All of our individual motion assets can be downloaded here.
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→
Brand Guidelines
Version 1.0
If you are having trouble with anything in this guide, are unable to download the linked brand assets, or are unsure if your communication best represents the Bel-Aire brand, please contact: Gina.Schlichenmayer@stationcasinos.com