01 — PROPERTY OVERVIEW
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THE
SPACE
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Located on the ground floor of the Durango Casino & Resort, Bel-Aire is a Cocktail Bar that offers a sophisticated yet welcoming atmosphere for our guests.
Inspired by the surrounding desert landscapes of Las Vegas, our interior design features soft and organic curves throughout. The interior and outside patio are anchored in muted, warm colors, whilst accents of brass and golds create a distinctive and elegant finish to Bel-Aire.
02 — SYSTEM OVERVIEW
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Welcome to the Bel-Aire Brand Guidelines. This is the foundation of our brand—it governs how the Bel-Aire 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 brand is designed to feel elevated yet approachable through our use of warm colors, dynamic wordmark, and layout principles.
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.
It can be used flat (1) or rendered in brass (2) —for digital communications only—to reflect some of the materials featured in our interior design.
Alt Version:
A dimensional (3) version of our logo can be used in printed applications, such as gold foiling to maintain a sense of depth. A thin outline (4) can be added to complete the wordmark.
Safe Space:
The safe space around our logo should equal 1/40 of the logo's width.
Full Lockup:
The full Bel-Aire Lounge lock up should be used in rare instances on touchpoints outside of its location, such as business cards, exterior signage, or digital communications.
The clear space around our logo should equal the height of "lounge".
Logo Lockup:
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 alter the letter spacing.
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
Overview:
Our primary typeface is Clarel—a warm, approachable serif typeface with a mixture of cursive and structured features.
Type Setting:
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.
Leading & Tracking:
We recommend using the default setting for our leading, and using a slightly more condensed tracking setting of -15.
Misuse:
Here are a few things to avoid when setting typography.
→ 3.4 COLORS
Color Pairings:
Our soft color palette is designed to blend in with the space, and to allow room for gold texture accents to stand out when needed.
Misuse:
Here are a few things to avoid when choosing and mixing colors.
(1) Do not use low contrast color pairings.
(2) Do not use colors outside of our brand color palette.
(3) Do not use different colors within our logo.
→ 3.5 LAYOUT SYSTEM
Our layouts are simple and bold. They are based on a strong grid. 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:
Before diving into any layout, the first step 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 photography should be centered in frame to help anchor our compositions.
Our color combination should adhere to the principles explained in the previous section.
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 left-align copy.
(5) Do not use multiple color backgrounds in one composition.
(6) Do not overlap our various visual elements.
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