Tao Group Hospitality Brand Guidelines
For further information about Tao Group Hospitality please email justin.levy@taogroup.com
Boilerplate
Tao Group Hospitality delivers distinctive culinary and premium entertainment experiences through its portfolio of restaurants, nightclubs, lounges, and daylife venues. Tao Group Hospitality acquired Hakkasan Group in April 2021. The combined company operates more than 70 branded locations in over 20 markets across four continents and features a collection of widely recognized hospitality brands. These include TAO, Hakkasan, OMNIA, Marquee, LAVO, Beauty & Essex, Wet Republic, Yauatcha, Ling Ling, Cathédrale, Little Sister, The Highlight Room, Sake No Hana, Jewel, and more.
Nomenclature Rules
Always follow these rules when referencing the company in text to differenciate Tao Group Hospitality from TAO Branded Locations (Restaurants, Nightclubs, and Dayclub);
– use Title Case when mentioning Tao Group Hospitality
– use all CAPS when referring to TAO restaurant, nightclub, and dayclub - eg. TAO Restaurant
– never refer to just Tao Group or The Tao Group - always use the full name - Tao Group Hospitality
– always use the full company name and do not abbreviate to TGH; even in naming of documents or internal correspondence
Logo
Tao Group Hospitality's logo is a centered, stacked word mark. This logo combines the legacy lettering of TAO with the elegant, sharp, and modern sans serif font Arquitecta. The characters from this typeface have been modified for legibility and identity.
Arquitecta should NOT be used for any other font usage
Modified Characters
Modifications such as the removal of ink traps, optical refinement of curves and heights, and removal of bezier points make this a custom typeface. It is important to use the custom mark and not the Arquitecta typeface.
Logo Usage
Spacing & Placing
Providing adequate spacing around the logo mark will protect its integrity. The distance X is the cap-height of the logo text. This measurement should be used to determine the distance from the logo and other elements. This measurement should also be used in considering the logo’s proximity to the edge of a design or page. The logo should always be a minimum of 1X away from the edge. Venue logos should take precedence and occupy a more advantageous piece of space in the design.
Legacy Logo Usage
These legacy Tao Group logo marks are not to be used within the new Tao Group Hospitality brand identity.
We operate as one global company therefore the Tao Group Hospitality should never be paired with a city in logo form.
Typography
Google Font
Work Sans & Open Sans (Alternate)
All fonts should not be used in CAPS or bold.
h1 - Light / 80pt Size / 96pt LH / -25 Track
h2 - Light / 50pt Size / 60pt LH / -24 Track
h3 - Light / 23pt Size / 27pt LH / -24 Track
h4 - Light / 20pt Size / 24pt LH / -24 Track
h5 - Light / 15pt Size / 18pt LH / 0 Track
h6 - Medium / 14pt Size / 16pt LH / 0 Track
p. - Light / 18pt Size / 21pt LH / 0 Track
Color Palette
Dark Blue
HEX #1F2730
CMYK 35, 19, 0, 81
RGB r31 g39 b48
PMS Pantone 433 C
White
HEX #FFFFFF
CMYK 0, 0, 0, 0,
RGB r255 g255 b255
PMS Pantone White
Champagne
HEX #D9D7b8
CMYK 0, 1, 15, 15
RGB r217 g215 b184
PMS Pantone 614 U
Caviar
HEX #242526
CMYK 5, 3, 0, 85
RGB r36, g37, g38
PMS Pantone Neutral Black U
Crème
HEX #E6E6DD
CMYK 0, 0, 4, 10
RGB r230, g230, b221
PMS Pantone Cool Gray 1 U
Slate
HEX #39464B
CMYK 24, 7, 0, 71
RGB r57, g70, b75
PMS Pantone 5463 U
Photography
The images should be high resolution and compositionally balanced. It's good to keep a mix of image types.
Venue Interiors
Cuisine
Experience & Nightlife
Lifestyle / Aesthetic
