01 — PROPERTY OVERVIEW
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THE
SPACE
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Located inside Durango Casino & Resort, Oasis is a cocktail bar that offers a respite from the vibrancy and energy of the casino floor.
Oasis offers a variety of high-end, handcrafted cocktails with unique ingredients. Its interior design is warm and inviting, providing a relax atmosphere for guests to enjoy in the heart of our casino.
02 — SYSTEM OVERVIEW
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Welcome to the Oasis Brand Guidelines. This is the foundation of our brand—it governs how the Oasis 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 Oasis brand is designed with purpose, anchored in a minimal yet elegant graphic system. It allows our vibrant imagery to take the front seat to clearly set forward our unique cocktail offering.
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. The use of lowercase letters feel approachable, whilst its thin weight communicates a sense of elegance.
Glow Version:
A glowing version of our wordmark can be used to relate back to the use of soft lighting in our interior design. It should be used mostly in digital communication or in high-end printed collateral.
Safe Space:
The safe space around our logo should equal 1/40 of the logo's width.
Icon Overview:
A secondary icon, representing an abstracted palm tree, should be used as a shorthand for our identity in places where the full wordmark is too complex to feature.
The Oasis icon should be used in social media icons, and on collateral materials such as pins, ice cube stamps, or stirring sticks.
It should never be used in a static lockup with the wordmark. However, its weight should be comparable to other elements surrounding it, be it small headline text or the wordmark. An outline version is available in the assets folder to adjust it accordingly.
Logo Lockup:
The Oasis icon and wordmark should share a similar height or line weight when used in proximity to each other.
The Oasis wordmark should always lead the visual hierarchy when used in close proximity to the Durango logo.
Descriptor Lockup:
"Lounge at Durango Casino & Resort" or "Lounge" by itself can be used in a subline lockup when needed.
Logo Placement:
Our logo should always be placed along the central axis of a composition, and should be placed either in the center or anchored at the bottom of a layout.
A module is a sub-composition within a larger layout.
Misuse:
Here are a few things to avoid when applying our logo.
(1) Do not thicken the logo's weight.
(2) Do not space out its letters.
(3) Do not remove the dot on the "i."
(4) Do not tilt the logo.
(5) Do not add a drop shadow.
(6) Do not blur the wordmark excessively. Always retain legibility.
→ 3.2 LOGO MOTION
All of our individual motion assets can be downloaded here.
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→ 3.3 TYPOGRAPHY
Overview:
Our brand typeface is Helvetica Neue, a classic sans serif typeface. We use it mostly in its ultra light weight to communicate a sense of elegance. Other weights are available for body copy or small secondary headlines.
Because Helvetica is so well known, it allows our typographic voice to take a step back in favor of our imagery, color palette, and secondary graphics to carry our brand look and feel.
Type Setting:
Type can be left-aligned or centered in a layout.
Use your best judgement when aligning left or center. When choosing, always try to complement the other content on the page.
However, there is one rule: Never combine a flush left headline with a centered headline, and vice versa.
Leading & Tracking:
We recommend using a similar value of our type size for our leading, and using a more condensed tracking setting of -35.
Misuse:
Here are a few things to avoid when setting typography.
→ 3.4 COLORS
Color Pairings:
Our soft color palette is designed to complement the space. The use of gradients add an element of softness and movement to our identity.
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 gradients within the wordmark.
(3) Do not use colors outside of our color palette.
→ 3.5 SECONDARY GRAPHICS OVERVIEW
Our secondary graphics are designed to communicate a feeling of respite and calm by abstracting palm tree images through a duotone color treatment. The images below show how to affect photography. These license-free images are available to download via Unsplash. See the assets folder for their links, as well as Photoshop working files.
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→ 3.6 ILLUSTRATION / PHOTOGRAPHY OVERVIEW
Our imagery is a mix of hyper-realistic 3D illustrations reminiscent of air brush renders and photography. It provides us with a unique point of view to portray the inventiveness of our cocktail offering, placing them in the forefront of our brand expression. A slight glow is added either in post or through a lens gel to relate back to the use of lighting in the space, as well as our glowing wordmark. The reference images below establish the foundation of our look and feel and should be leveraged to inform an initial brief when creating our asset library.
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→ 3.7 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 expression through a simple and minimal approach to design, letting our imagery come forward to carry our brand.
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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 or ranged left.
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 completely overlay our wordmark over imagery.
(4) Do not use asymmetric layouts.
(5) Do not use multiple colors for the wordmark and the secondary typography.
(6) Do not remove all margins around images.
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 Oasis brand, please contact: Gina.Schlichenmayer@stationcasinos.com