01 — PROPERTY OVERVIEW
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THE
SPACE
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Nicco's Prime Cuts & Fresh Fish is a restaurant located inside Durango Casino & Resort that offers a chic steakhouse dining experience for our patrons.
Our interior design features terrazzo and custom carpeted floors with finishes of wood, brass, and stone throughout to provide an elegant yet comforting experience. With our accents of brass and golds, it creates an elevated and fashionable presentation to Nicco's.
02 — SYSTEM OVERVIEW
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Welcome to the Nicco's Brand Guidelines. This is the foundation of our brand—it governs how the Nicco's 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 Nicco's brand is designed to be a luxurious dining experience. Our colors, textures, 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 handlettered logo wordmark is to create authenticity and have an elevated look to the space.
The primary logo wordmark (1) should be used in all instances. The secondary logo lockup (2) can also be used in signage and collateral.
Safe Space:
The safe space around our logo should equal 1/40 of the logo's width.
Logo Lockup:
The Nicco's 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 adjust secondary type in the logo lockup.
(2) Do not thicken the logo's weight.
(3) Do not put the secondary type on an angle.
(4) Do not alternate colors and textures.
(5) Do not add a drop shadow.
(6) Do not abbreviate the wordmark.
→ 3.2 LOGO MOTION
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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→ 3.3 TYPOGRAPHY
Primary Typeface:
Our headline typeface is Maison Neue Extended Demibold, a structured sans-serif that is both fashionable and utilitarian for a variety of uses.
Our headlines are always to be used in all caps.
Supporting Typeface:
Our secondary typeface is the Medium weight of Maison Neue Extended. A lighter variation of the type should be used for secondary headlines.
Similarly, our secondary headlines are always to be used in all caps.
Supporting Typeface:
Our last supporting typeface is the Book weight of Maison Neue Extended. This version is used for captions and body copy for menus to provide more contrast in relation to the Headline copy.
Our body copy is never in all caps.
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.
Leading & Tracking:
We recommend using a similar value than our type size for our leading, and using a more balanced tracking setting of 0.
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 Maison Neue Extended Demi Bold tightly.
(4) Don't use other handwritten typefaces.
(5) Don't alternate weights in a headline.
(6) Don't track or line-space type too much.
→ 3.4 COLOR
Color Overview:
Our color palette is constructed of a monochromatic base with accents inspired by the overarching Durango brand. By drawing on material and details in the space, the brand colors help it all come together.
Gold Foil Application (Digital):
The Nicco's brand utilizes a gold foil across all materials. When using the gold foil for digital applications, we have a licensed image to be used.
Gold Foil Application
(Print):
When using the the gold foil for printed collateral, we recommend using gold foil stamping (if available by fabricator) or the pantone color value: PMS 871 C.
Misuse:
Here are a few things to avoid when choosing and mixing colors.
(1) Do not use colors outside of our brand color palette.
(2) Do not use different colors within our logo.
(3) Do not alternate between gold foil and our colors within our logo.
→ 3.5 ILLUSTRATION
Illustration Overview:
Our illustration library brings to life the Nicco's experience, showcasing three different elements: Walnut, Marble, and Water.
Illustration Color:
When applying color to our illustrations, it is best to use colors that contrast well with each other to ensure the details of the illustration are prominent.
Illustration Cropping:
Since our illustrations are large in size, they can be cropped to highlight specific details for a composition.
Misuse:
Illustrations should be allowed to be themselves. Don't manipulate them more than necessary.
(1) Don't use multiple illustrations together.
(2) Make sure information is legible when laying illustrations on top.
(3) Don't place illustrations over photography.
→ 3.6 PHOTOGRAPHY
Our imagery captures the fine dining experience, while bringing elements of excitement and decadence. It provides us with a unique point of view to portray the creativity of our food and beverage offerings, placing them in the forefront of our brand expression. Creating moments of indulgence in our photography helps express the space in a more exciting way. The reference images below establish the foundation of our look and feel, and should be leveraged to establish an initial brief when creating our asset library.
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→ 3.7 LAYOUT SYSTEM
Our layouts are simple, elevated, and light, evoking a chic experience by celebrating our photography and gold finishes. 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 in 4 columns and rows.
Logo Placement:
Our logo should be placed along our grid structure. Each dividing line will need its own set of margins.
Our logo should be set centered.
Logo Placement:
The size of our logo can vary depending on the composition. It is suggested to not make the logo too small, or too large, where the logo is running off the page.
Logo Placement:
When overlapping our logo on top of other content, make sure it isn't obstructing the content too much or too little.
Layout Placement:
When constructing a composition with various elements, the grid is used to best determine where content is placed in a clean and cohesive way.
Layout Placement:
When our photography is extended off the page, make sure our logo adheres to the grid and contrasts with the image.
Using our grid for collateral without images helps create a balanced composition.
Instances where we are using an assortment of assets, using these guidelines assures we are consistent across all materials.
Misuse:
Here are a few things to avoid when designing a layout.
(1) Make sure our logo contrasts with the background image.
(2) Do not place pictures on top of our logo.
(3) Keep our logo centered in a layout.
(4) Do not put information on its side.
(5) Do not overlap the logo too much to where it makes information illegible.
(6) Make sure our logo contrasts with the color of the background.
Misuse:
Here are a few things to avoid when designing a layout.
(1) Make sure our logo contrasts with the background image.
(2) Do not place pictures on top of our logo.
(3) Keep our logo centered in a layout.
(4) Do not put information on its side.
(5) Do not overlap the logo too much to where it makes information illegible.
(6) Make sure our logo contrasts with the color of the background.
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 Nicco's brand, please contact: Gina.Schlichenmayer@stationcasinos.com