BR AND STANDARDS
TABLE OF CONTENTS
03 Objectives and Strategies
34 Brand Fonts
04 Creative Approach
35 Brand Textures
05 Approved Narrative
36 Headline Treatment
06 Approved Headline Options
37 Photography Overview
07 Approved Body Copy
38 Photography Guidelines
09 Brand Pillars
39 Photography Examples
10 Our Favorite Words
40 Photography Do’s and Don’ts
11 Breck Nation Lock-Up
42 Brand Imagery
12 Breck Nation Tactics
44 Hospitality Imagery
13 Year 1 Overview
46 Brand Single Page Ad Standards
14 Year 2 Overview
47 Hospitality Single Page Ad Standards
15 Year 3 Overview
48 Brand Ad Summer
16 Campaign Visual Transition
49 Word Cloud
28 Brand Colors
50 Brand Ad Spring Fever
29 Breck Nation Logo
51 Website Examples
30 Breck Logo 33 Breck Ski Resort Logo
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OBJECTIVES AND STR ATEGIES
Objectives Increase high-impact guests. Excite current prospects. Convert high-yield lapsed and at-risk guests. Capture destination guests from Steamboat Ski Resort. Strategies Create a rallying cry for kindred spirits to align with Breckenridge. Position Breck Nation as an authentic, community-based movement. Define and solidify what ‘Breck Nation’ is, and what it means both internally and externally. Harness the ‘Breck Nation’ position into a consumer-facing message.
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CREATIVE APPROACH
YEAR 1 AUGUST 2014–JULY 2015
YEAR 2 AUGUST 2015–JULY 2016
YEAR 3 AUGUST 2016–JULY 2017
MESSAGE
Introduce
Announce
Enhance
PURPOSE
Community Buy-In
Traction
Mass Adoption
TONE
Organic - Underground
Defining - Engaging
Forward
VISUAL
Status Quo
Transition
Full Campaign Look/Feel
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APPROVED NARR ATIVE
Some places you visit, some you pass through. But a rare few become a part of you. Breck is that kind of place. You knew it the day you first set foot here. It all felt so completely familiar, even though you’d never been to anywhere quite like it before. This is where you were meant to be, and you could tell that everyone you met felt the same way. It didn’t matter where they came from. Or what they did for a living. The only things that counted were the things you shared. The love for new adventures, summer discoveries, and fresh snow. Suddenly your wandering days were over. You found your new hometown. A place so real, so authentic. A place that we call Breck Nation. Because we are a nation, forged from shared experience and carved from snow. And even though you may leave, you will always take a piece of it with you. Because we are a nation without borders. It extends to good people all over the world. And when you come back, the doors to our charming mountain town will be open wide. All are welcome here. Breck Nation.
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APPROVED HEADLINE OPTIONS
YEAR 1 HEADLINES AUGUST 2014–JULY 2015
Awaken Your Sixth Sense. United in the pursuit of happiness. Where mountain meets town.
YEAR 2 SIGN OFF AUGUST 2015–JULY 2016
Let freedom carve. A place to go big and kick back. Powder to all people. Where the official language is laughter.
YEAR 3 MESSAGING AUGUST 2016–JULY 2017
Welcome to Breck Nation. Breck Nation. No passport required. We believe in the constant pursuit of happiness. A nation carved from snow.
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APPROVED BODY COPY YEAR 1 / AUGUST 2014–JULY 2015
BR AND AD COPY / DOMESTIC AWAKEN YOUR SIXTH SENSE Peak 6 is opening the door to a whole new realm. Last season, Breckenridge Ski Resort added 543 new acres of above tree-line skiable terrain in the largest American resort expansion in over a decade. Come see what’s new in Breckenridge, where five lofty peaks combine with a charming mountain town to create memories and traditions that last a lifetime. For the latest news, snow reports and the best deals on lift tickets, lodging, rentals and more, visit Breckenridge.com or call (844) 356-0104.
YEAR 1 / AUGUST 2014–JULY 2015
BR AND AD COPY / INTERNATIONAL WHERE MOUNTAIN MEETS TOWN Refreshingly unique and reassuringly familiar, mountain and town come together in Breckenridge, Colorado. From the highest chairlift in North America, to the solitude of first tracks on Peak 6, to the laughter and stories of friends and family on Main Street. This is the kind of place that stays with you wherever you go. Whether you go big or kick back, it’s open to all. Welcome to Breck Nation. Call 970-496-3900 to book now and save up to 25% on lodging when you stay 4 nights. For the latest news, snow reports and the best deals on lift tickets, lodging, rentals and more, visit Breckenridge.com or contact your local travel provider.
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APPROVED BODY COPY YEAR 1 / AUGUST 2014–JULY 2015
HOSPITALITY AD COPY / DOMESTIC STAY WITH BRECK BE A VIP GET FREE EARLY MOUNTAIN ACCESS WITH FIRST TRACKS! When you stay at the Official Lodging Properties of Breckenridge Ski Resort, you receive exclusive benefits such as early mountain access, in-lobby ski school pick up, and other exclusive VIP services. To learn more, visit breckresorts.com/epic One Ski Hill Place, A RockResort | The DoubleTree by Hilton Breckenridge | Crystal Peak Lodge | Mountain Thunder Lodge | The Village at Breckenridge
YEAR 1 / AUGUST 2014–JULY 2015
HOSPITALITY AD COPY / INTERNATIONAL QUÉDESE CINCO NOCHES Y RECIBA DOS MASAJES GRATIS Disfrute del lujo en Breckenridge, Colorado en One Ski Hill Place o Crystal Peak Lodge y reciba dos masajes de 50 minutos durante su estancia en Rejuvenation Center en One Ski Hill Place. Reserve ahora al (855) 666-6316. Oferta válida para nuevas reservas desde ahora hasta el 19 de abril de 2015.
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BR AND PILL ARS
TOWN • Town begins where the mountain ends
SPIRIT • The Breck Spirit is a Way of Life
• Colorado’s largest historic district
• Independent
• More restaurants & bars per sq. ft. than any
• Laid back
ski town • Events all year long
MOUNTAIN • One of the most well-known ski resorts in the
• Off-beat in an endearing way • Character that transcends cultures and borders • Activities for all generations
western hemisphere • Boasts North America’s highest chairlift • Peak 6 - Largest North American expansion in over a decade • Terrain for all levels
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OUR FAVORITE WORDS
• Liberating
• Vibrant
• Personality
• Passion
• Authentic
• Exhilaration
• Genuine
• Picturesque
• Fun
• Inviting
• Character
• Progressive
• Friendly
• Historic
• Casual
• Laid Back Attitude
• Freedom
• Independent
• Be Yourself • Welcoming • Lifestyle • World Class • Unique • Savvy
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BRECK NATION LOCK-UP
The 1960s was a time of exceptional pioneers, and still conjures nostalgia in the hearts of many. We chose to support the Breck Nation lockup with Breck, Est. 1961 because it identifies with the “Americana” appeal. This gives locals and visitors alike—the sense—that whether you’re on the mountain or in the town—it will be a timeless experience. Our overall approach works to truly validate Breck Nation as authentic and believable as an iconic all-american brand. Similar to Levis or Harley Davidson, we are working to establish an intrinsic association of being a part of a community—for all domestic and international guests.
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BRECK NATION TACTICS
YEAR 1 ADOPTION AUGUST 2014–JULY 2015
YEAR 2 ADOPTION / TRANSITION AUGUST 2015–JULY 2016
YEAR 3 FULL CAMPAIGN AUGUST 2016–JULY 2017
Strategic Alliance Sponsored Party for the Locals (Fall 2015) Event Signage Spring Fever Tees Print Direct Mail
Vignette Videos Swag Direct Mail Email Social Web/Display
Lodging Offer Direct Mail Email Social Web/Display Print/Cable
Print/Cable
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YEAR 1 OVERVIEW YEAR 1 ADOPTION AUGUST 2014–JULY 2015
Print Direct Mail
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YEAR 2 OVERVIEW YEAR 2 ADOPTION / TRANSITION AUGUST 2015–JULY 2016
Strategic Alliance sponsored party for the locals (Fall 2015) Event Signage Vignette Videos Swag Direct Mail Email Social Web/Display
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YEAR 3 OVERVIEW YEAR 3 FULL CAMPAIGN AUGUST 2016–JULY 2017
Lodging offer Direct Mail Email Social Web/Display
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CAMPAIGN VISUAL TR ANSITION PRINT
YEAR 1 / AUGUST 2014–JULY 2015
YEAR 2 / AUGUST 2015–JULY 2016
YEAR 3 / AUGUST 2016–JULY 2017
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CAMPAIGN VISUAL TR ANSITION SOCIAL MEDIA
YEAR 1 / AUGUST 2014–JULY 2015
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CAMPAIGN VISUAL TR ANSITION SOCIAL MEDIA
YEAR 2 / AUGUST 2015–JULY 2016
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CAMPAIGN VISUAL TR ANSITION SOCIAL MEDIA
YEAR 3 / AUGUST 2016–JULY 2017
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CAMPAIGN VISUAL TR ANSITION WEB
YEAR 1 / AUGUST 2014–JULY 2015
YEAR 2 / AUGUST 2015–JULY 2016
YEAR 3 / AUGUST 2016–JULY 2017
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CAMPAIGN VISUAL TR ANSITION DIRECT MAIL
YEAR 1 / AUGUST 2014–JULY 2015
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CAMPAIGN VISUAL TR ANSITION DIRECT MAIL
YEAR 2 / AUGUST 2015–JULY 2016
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CAMPAIGN VISUAL TR ANSITION DIRECT MAIL
YEAR 3 / AUGUST 2016–JULY 2017
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CAMPAIGN VISUAL TR ANSITION DISPLAY ADS
YEAR 1 / AUGUST 2014–JULY 2015
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CAMPAIGN VISUAL TR ANSITION DISPLAY ADS
YEAR 2 / AUGUST 2015–JULY 2016
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CAMPAIGN VISUAL TR ANSITION DISPLAY ADS
YEAR 3 / AUGUST 2016–JULY 2017
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CAMPAIGN VISUAL TR ANSITION VIGNETTE VIDEO MOOD BOARD YEAR 2 / AUGUST 2015–JULY 2016
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BR AND COLORS MAIN COLOR PALETTE
Pantone colors are approximate and should only be used when pantones are needed. RGB and Hex color values are for use with digital materials.
C90 M50 Y0 K40
C0 M100 Y100 K10
C16 M14 Y31 K82
PMS 541
PMS 1795
PMS 418
R0 G7 7 B128
R 215 G25 B32
R68 G67 B57
HEX# 004D80
HEX# D71920
HEX# 4 4 4339
SECONDARY COLOR PALETTE
These colors may be overlaid over images when additional colors are needed. Color formulas are available within the document source file.
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BRECK NATION LOGO
This logo is to be used in all instances where the Breck Nation campaign is to be enforced. Examples of usage include advertising, direct mail, marketing collateral, social tactics, merchandise tactics, etc.
AREA OF NON-INTERFERENCE
The area of non-interference is equal to the height of the Breck B. Illustrated here is the minimum control space; however, the more space we give our logo, the greater the visibility.
MINIMUM SIZE
The Breck Nation logo should not be reproduced at a size smaller than 2 inches.
TYPOGR APHY
The Breck Nation logo consists of Apex Serif Bold which is the primary typfaces and Verlag Black which is secondary typeface.
LOGO COLORS C0 M100 Y100 K10
C90 M50 Y0 K40
C16 M14 Y31 K82
The Breck Nation logo should always be displayed as one color only. The Breck Nation logo can be displayed only in black, white, Breck red, blue and gray.
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BRECK LOGO
C0 M100 Y100 K10
C90 M50 Y0 K40
C16 M14 Y31 K82
MAIN CORPOR ATE LOGO. FOR USE IN STAND ALONE APPLICATION.
This logo remains as the official corporate identity of Breckenridge Ski Resort. Examples of usage include corporate headquarters, general signage, corporate stationary and other official corporate collateral. A S OF 02/2015
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BRECK LOGO
4-COLOR CMYK
This version should be used for 4-color print jobs.
GREY
When only 1-color is needed, the CMYK of the Breck brand grey should be used.
GREYSCALE
To be used in instances where a 4-color job cannot be done. Do not convert the color logo but use this version instead.
WHITE
For reversing the logo or when placing on a solid color or background, only use the solid white version.
Alternate versions have been included, where the complete spelling of “Breckenridge� is needed, or only the logo mark. When a horizontal format is needed, please use provided formats. Otherwise, the vertical format should always be used.
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BRECK LOGO NO VARIATIONS OF THE LOGOS SHOULD BE CREATED OUTSIDE OF WHAT IS PROVIDED. This includes but is not limited to: changing the placement of the word “Breck,” changing the colors, using tinted or opaque versions, adding effects, filters, or overlays, or altering text spacing, placement, or size. Always use files as they are provided.
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BRECK SKI RESORT LOGO The Breckenridge Ski Resort graphic is a combination of the alternate Breck logo and Ski Resorts set in the same typeface. Horizontal and stacked versions are available to be used accordingly. All standards applied to the main Breck Logo apply to the Breckenridge Ski Resort logo.
The lockup of the Breckenridge Ski Resort graphic with the text should only be used as provided in horizontal and stacked formats and should not be modified.
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BR AND FONTS HEADLINES
Verlag Black in all caps is used to create typographic headlines. The font is tracked out +60. The call out words should be twice the font size as the smaller words. Below are two examples of headline execution:
A MOUNTAIN CARVED BY THE PEOPLE
FOR THE PEOPLE BODY COPY
Apex Serif Medium is the approved font to be used for body copy when a piece requires more information than just a headline.
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BR AND TEXTURES
There is one brand texture that is used throughout. It is a wood-grain image multiplied over any of the three brand colors, refer to page 28. The texture may be used behind logos, headlines, body copy and word clouds. The red and blue textures are the preferred applications.
PRIMARY APPLICATION
SECONDARY APPLICATION
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HEADLINE TREATMENT YEAR 1 / AUGUST 2014–JULY 2015
Headlines should vary in font size to add visual interest and emphasize important words. No more than two font sizes should be used in a headline and the text should be centered. The words being emphasized should be exactly 50% larger than the smaller words. The placement of the emphasized words versus the non-emphasized words will vary depending on the headline. See page 6 for the approved brand headlines.
A MOUNTAIN CARVED BY THE PEOPLE
FOR THE PEOPLE
COME AS A
VISITOR LEAVE AS A
LOCAL HEADLINE OVER A TEXTURE
A PL ACE
THAT ALWAYS FEEL S
LIKE HOME
When using a headline on top of the brand texture the font should always be in white. A drop shadow is not needed behind the font.
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PHOTOGR APHY OVERVIEW
The purpose of these guidelines is to ensure quality and consistency in all of the Vail Resorts photography. Photography plays a centric role in communicating and representing an authentic, consistent story that is true to the Breckenridge brand experience . By staying within these guidelines we will successfully achieve a photo identity for Breckenridge that is distinctive, recognizable and ownable. For more photography guidelines, please see the full Visual Identity Standards Guide.
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PHOTOGR APHY GUIDELINES
There are 3 main subject types when shooting Breckenridge signature photography:
ICONIC
These images are the most recognizable, representative areas at your resort. They are stunning and there is no question as to where these places exist. They showcase authenticity, the fine details and unique attributes of the place and experiences themselves. They exude a larger than life, grand and important feeling.
BREATHTAKING MOMENTS
Scenic and action images that are so awe-inspiring they are surreal. These images are dreamy, astonishing and in the moment. The surroundings are unimaginable; they stop you in your tracks and make you aspire to be there.
MEMORIES IN THE MAKING
These are the authentic interactions between family, friends and loved ones. Unforgettable moments, experiences of a lifetime. Think of up-close moments that portray happiness, laughter, excitement, joy, surprise, spontaneity, relaxation and fun.
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PHOTOGR APHY EX AMPLES
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PHOTOGR APHY DOS AND DON’TS
NOT AUTHENTIC
This photo is too staged and doesn’t capture an authentic Breckenridge experience. The wardrobe is not technical or authentic, it looks “styled” and not what you would really wear.
AUTHENTIC
This photo captures an actual Breckenridge moment without forcing emotion or an awkward exchange between the talent. The wardrobe looks technical and real, like what you would really wear.
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PHOTOGR APHY DOS AND DON’TS INCORRECT COLOR AND TONE
• Color is too desaturated • Photo has too much mid tone content and should be opened up to make the image pop more • Sky and snow have too much magenta color. • Wardrobe should also work with the strong brand colors. • Choose bright rich colors that pop against the darker blues and reds of the brand, in lighter tones.
CORRECT COLOR AND TONE
Breckenridge photography is bright and friendly, yet must play well with the bold, rich colors of the brand. Use warm, open tones that complement the strong, primary brand colors.
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BR AND IMAGERY FEATURED BR AND IMAGERY
There are four recommended images that are allowed in the Brand ads.
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BR AND IMAGERY SECONDARY BR AND IMAGERY
There are two recommended images that are allowed in the Brand ads.
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HOSPITALITY IMAGERY FEATURED HOSPITALITY IMAGERY
There are four recommended images that are allowed in the Hospitality ads.
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HOSPITALITY IMAGERY SECONDARY HOSPITALITY IMAGERY
There are four recommended images that are allowed in the Hospitality ads.
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BR AND SINGLE AD STANDARDS YEAR 1 / AUGUST 2014–JULY 2015
The units and increments provided here are intended for standard ad sizes. For larger pieces, the margins and rule lines may need to be slightly adjusted.
Ads always bleed from the top only. There is a .125" white margin around the sides and bottom of the ad.
All images and text boxes within the grid layout should have a rounded corner of .065".
The space between all images and text boxes should be .125" to match the rule line around the side and bottom margins.
Centered headline using Verlag Black shown in varying font sizes. The larger font is exactly 50% larger than the smaller font. Centered body copy using Apex Medium should be no larger than 11pt and no smaller then 10pt. Legal copy should always be 8pt.
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HOSPITALITY SINGLE AD STANDARDS YEAR 1 / AUGUST 2014–JULY 2015
The units and increments provided here are intended for standard ad sizes. For larger pieces, the margins and rule lines may need to be slightly adjusted.
Ads always bleed from the top only. There is a .125" white margin around the sides and bottom of the ad.
All images and text boxes within the grid layout should have a rounded corner of .065".
The space between all images and text boxes should be .125" to match the rule line around the side and bottom margins.
Centered headline using Verlag Black shown in varying font sizes. The larger font is exactly 50% larger than the smaller font. Centered body copy using Apex Medium should be no larger than 11pt and no smaller then 10pt. Legal copy should always be 8pt.
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BR AND AD SUMMER new This year
summer day Camp
A PL ACE TH AT A LWAYS
FEELS LIKE HOME Visit the Ticket Office or call: 970.496.7546
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SICK DAYS FOR
BRECK
MARCH 17 – APRIL 15
WORD CLOUD
Often times, Breck will ask to highlight multiple events on a specific piece. This is when the word cloud comes in handy. See page 50 for an example of a word cloud in use within an ad.
The following fonts are acceptable within a word cloud and should be used in all capital letters and justified within the space. Letter spacing may be adjusted to fill the space accordingly.
BUD LIGHT SERIES
CONCERT
B E E R F E S T I VA L
VERLAG LIGHT, BOLD, BLACK VERLAG CONDENSED: LIGHT, BOLD, BLACK
LODGING $119 SUNSHINE ON THE SLOPES FROM
A PEX SER IF: BOOK, MEDIUM, EXTR A BOLD
BRECKSPRINGFEVER .COM
Word clouds should be in white text on the blue or red wood grain brand texture. PR E S E NTE D BY
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BR AND AD SPRING FEVER
SAVE YOUR SICK DAYS MARCH 17 - APRIL 15
BUD BUDLIGHT LIGHT
FREE
COMEDY SERIES
CONCERT SERIES CONCERT SERIES
AT THE BASE AREA OF PEAK 8 FROM 2–5PM
B E E R F E S T I VA L
This is a word cloud
TERRAIN PARK HAPPY HOURS
TOOTS AND THE MAYTALS
LODGING$119 FROM
F A M I L Y
A C T I V I T I E S
T HE
APRIL 14
&D I N I N G
BEST SU N
S P E C I A L S
AND
RUSTED ROOT
SNOW
APRIL 15
THROWBACK
THROWDOWN H A LFPIPE APRIL 7
COMPETITION
•
FREEWAY TERRAIN PARK
•
10AM
BRECKSPRINGFEVER.COM
OLD SCHOOL MEETS NEW SCHOOL
PRESENTED BY
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WEBSITE EX AMPLES
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BR ECKENR IDGE.COM BRECKENRIDGE SKI RESORT | 1599C SUMMIT COUNTY ROAD #3 | BRECKENRIDGE, CO 80424 970.453.5000 | 800.460.7505 A S OF 02/2015
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