the desert mountain brand bra… · dining experiences, pristine hiking trails, world class...

THE DESERT MOUNTAIN BRAND

S E P T E M B E R 2 0 1 8

THE DESERT MOUNTAIN BRAND

Brand Positioning .......................................................................................................1

Values ..............................................................................................................................2

Tonality ...........................................................................................................................3

VISUAL ARCHITECTURE

Logos ...............................................................................................................................4

Color ................................................................................................................................6

Typography ...................................................................................................................7

Photography .................................................................................................................9

Iconography ............................................................................................................... 10

USAGE

Sample Applications ............................................................................................... 11

SEVEN DESERT MOUNTAIN BRAND

Seven Desert Mountain Branding Addendum ............................................. 13

DESERT MOUNTAIN COMMUNITY BRAND

Desert Mountain Community Branding Addendum ................................. 20

TA B L E O F C O N T E N T S

REIMAGINED

A L L F O R Y O U

BRAND POSITIONING

The prestigious Desert Mountain Club sits among the splendor of the Sonoran Desert and a majestic mountain range that rises 4,500 feet high. Like these mountains, our exclusive, members-only club is the pinnacle, reaching high as the finest, private golf community in the United States.

Our privileged, yet grounded, members enjoy the best of outdoor living within a welcoming, social environment. We have more than 8,000 acres to explore, 3,000 of which remain an open, protected, natural environment. In addition, Desert Mountain has lavish accommodations built into the landscape, “glamping” at our unique Ranch getaway, and of course, six Jack Nicklaus Signature golf courses. We cater to the body and the mind, with interesting guest speakers and wine tastings, fine dining, a brand new spa and wellness center, state of the art practice facilities, and more. In fact, everything our members deserve. After all, they’ve earned it.

Desert Mountain Club offers an unparalleled, year-round outdoor lifestyle and a community that truly rises above the rest. Right here where members belong.

T H E D E S E R T M O U N TA I N B R A N D 1

VALUES

Our members value the natural beauty of the high desert and the wildlife with whom we share it.

Our members value a healthy outdoors lifestyle and our extensive hiking and fitness facilities.

Our members value our variety of fine dining venues and creating happy memories every day of the week.

Our members value the challenge and variety of our 6 Jack Nicklaus Championship courses.

Our members value our friendly, knowledgeable staff for their service and attention to detail.

Our members value friendships, both old and new, and the many new memories made made at Desert Mountain Club every day.

Our members value new members and the opportunity to welcome new friends and neighbors.

T H E D E S E R T M O U N TA I N B R A N D 2

T H E D E S E R T M O U N TA I N B R A N D

TONALITY

The manner in which we speak as a brand is just as important as how we look.

We are Stewards of Nature:

Nature is at the heart of our community. We’re built among 8,000 acres in the high Sonoran Desert and

embrace the climate, beauty and the opportunities it presents us. In fact, 3,000 of those acres remain

untouched, undeveloped land.

We are Exclusive, not Elitist:

Not just anyone can be a member of our club. But those who have earned their membership through

hard work and achievement will enjoy a welcoming community of successful, private individuals.

Our Offerings are Unparalleled:

No other private club offers its members as much: 6 Jack Nicklaus Signature courses, multiple

dining experiences, pristine hiking trails, world class fitness, tennis and spa amenities, classes,

clinics and courses, all in a stunning setting.

We are Understated but Luxurious:

Luxury homes, exquisite restaurants, a brand new spa and state-of-the-art fitness facilities,

impeccably maintained grounds and extensive hiking trails. Simply put, we offer the very best

in quality, variety and value.

3

LOGO

Our logo is one of the most powerful tools we have to unify the brand. From business cards to advertising materials, the logo must be used in a consistent manner by everyone.

COLOR

The logo should appear in PANTONE 7531 on light backgroundsand PANTONE 427 on dark backgrounds.

SAFE AREA A generous amount of white space, or “safe area,” must surround the logo. As shown, the safe area is based on the height of the logo minus the mountain element. Do not place text or other graphic elements within this area.

MINIMUM SIZE

The minimum size at which the logo may be represented in print is 1 inch wide. There is not a digital minimum since banners can be quite small on handheld devices.

V I S U A L A R C H I T E C T U R E

1 inch

4

LOGO DON’TS DO NOT:

Alter the logo colors

Apply any outlines orshadows to the logo

Stretch or alter theproportions of the logo

Rotate the logo

Change the typeface ofthe logo text

Redraw or recreate thelogo

V I S U A L A R C H I T E C T U R E 5

COLOR

The Desert Mountain colors were chosen to visually convey sophistication, luxury, accessibility, and earned indulgence. These colors work to frame and anchor the rich photography of the breathtaking scenes at Desert Mountain.

COLOR USES:headlines on light backgroundssubheads on light backgrounds background coloroverlays textured detail

COLOR USES:Accent color only, use sparingly. Best used online for callouts

COLOR USES:logo color on light backgrounds headline color on PMS 296 (blue) backgrounds small color blockssmall callouts/buttonsicon color

COLOR USES:logo color on dark backgrounds small color blockssmall text color on dark backgrouds

COLOR USES:body copy


PMS 296

CMYK 100/46/0/70

Hex # 002e53

PMS 159

CMYK 0/66/100/7

Hex # e36e33

PMS 7531

CMYK 0/10/27/50

Hex # 948674

PMS 427

CMYK 0/0/0/11

Hex # e4e5e6

CMYK 0/0/0/70

Hex # 6d6e71

6

TYPOGRAPHY

RALEWAY REGULAR (Headlines print & online, A/C only, use +50 tracking)

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Lato Regular(body copy, print & online)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Lato Italic(body copy, print & online callouts)


Lato Bold(body copy, print & online, use sparingly)



TYPOGRAPHY

W O R K S A N S M E D I U M(small callouts, print & online, A/C only, use +230 tracking)


Adobe Garamond Pro Regular(long form print body copy, internal)


Adobe Garamond Pro Bold(long form print body copy, internal)


Adobe Garamond Pro Italic(long form print body copy callouts, internal)



PHOTOGRAPHY

All photography needs to communicate Desert Mountain’s exclusive quality and style. Use the provided library of images. Close up detail shots (desert flowers, spa textures, modern tile/stone, etc) may be used from stock, but only with a dark blue or grey overlay—providing the subtle story of attention to every detail; and adding texture and depth. Avoid lifestyle shots, unless faces are blurred or cropped, we want the viewer to imagine themselves here.


REIMAGINED

A L L F O R Y O U

9

ICONOGRAPHY

The Desert Mountain Star was developed as an additional design element to further underscore the perception of elite luxury. The star itself speaks to stellar quality. It’s made up of 7 sides, representing the soon-to-be 7 exceptional golf courses. It can be used at various sizes. The larger it is the more transparent it should be.


Desert Mountain Star

REIMAGINED

A L L F O R Y O U

1 0

SAMPLE APPLICATIONS

U S A G E

REIMAGINED

A L L F O R Y O U

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DESERTMOUNTAIN.COM DESERTMOUNTAIN.COM(480) 595-4110 (480) 595-4110

REIMAGINED

A L L F O R Y O U

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tae nonseque doluptat inctium re restes ilis et parchit, intemol uptatur archill uptaeribus issi

debis paruntibust as ape etur. Qui blaceptati con re, essundem ilinis ute eat essende.

Full Page Ads

1 1

SAMPLE APPLICATIONS

U S A G E

Email Signature (use Arial 11 pt.) Sample Photo Business Card

Mini Brochure

Jane DoeDirector of Operations123.456.7890 ext. 102 [email protected] desertmountain.com

1 2

REIMAGINED

A L L F O R Y O U

UNPARALLELED

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ne nulpa rum. Maximagnam, sinc tae nonseque doluptat

inctium re restes ilis et parchit, intemol uptatur archill

uptaeribus issi debis paruntibust as ape etur. Qui blaceptati

con re, essundem ilinis ute eat essende.

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ne nulpa rum. Maximagnam, sinc tae nonseque doluptat

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uptaeribus issi debis paruntibust as ape etur. Qui blaceptati

con re, essundem ilinis ute eat essende.

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A N I N V I TAT I O N

6J A C K N I C K L A U SG O L F C O U R S E S

DESERTMOUNTAIN.COM

(480) 595-4110

Jane DoeDirector of Operations123.456.7890 ext. 102

[email protected] desertmountain.com

The Seven Desert Mountain Logo

The Seven Desert Mountain logo was created to represent our lively community. From brochures to advertising materials, the logo must be used in a consistent manner by everyone.

Correct Color UsageThe logo should appear in PANTONE 7532 (or its CMYK equivalent) on light backgrounds and white on dark backgrounds.

Safe Area

A generous amount of white space, or “safe area,” must surround the logo. As shown, the safe area is based on the height of the letter “S” which is equivalent to 50% of the logo size. Do not place text or other graphic elements within this area.

Minimum SizeThe minimum size at which the logo may be represented in print is 1.25" wide. There is not a digital minimum since banners can be quite small on handheld devices.

V I S U A L A R C H I T E C T U R E : S E V E N D E S E R T M O U N TA I N

1.25"

1 4

3 logos pertinent to Seven Desert Mountain. They include the following:

USES

The Seven Desert Mountain logo (without the flag) is the preferred logo for use by builders in conjunction with their company logos. (residential)

When referencing the overall community, the Seven Desert Mountain logo with the flag icon should be used. (residential and community)

When specifically referencing the golf course at Seven Desert Mountain, use the No. 7 golf course logo. In text, use “No. 7 at Desert Mountain” when referring to the golf course. (golf only)

V I S U A L A R C H I T E C T U R E : S E V E N D E S E R T M O U N TA I N 1 5

Welcome to Desert Mountain’s 7th wonder.

SEVENDESERTMOUNTAIN.COM

(602) 385-1675

SCOTTSDALE, AZ

Use company logos on the right with the Seven Desert Mountain logo on the left of non-community-specific materials. Follow usage guidelines on page 20 for proper placement.

Color Palette for Seven Desert Mountain logo onlySeven Desert Mountain can use all of the Desert Mountain colors (p. 6) except PMS 159 (orange). Instead, two new colors are added to capture the lively, modern aspect of Seven Desert Mountain. PMS 7532 is the color of the Seven Desert Mountain logo.

COLOR USES:background coloroverlays textured detail


COLOR USES:accent color only, use sparingly. e.g., the DM Star, CTAs, etc.

COLOR USES:Seven Desert Mountain logo colorheadlinescallouts

PMS 7532

CMYK 0/17/50/65

Hex # 64513e

PMS 179

CMYK 0/79/100/0

Hex # e23f37

PMS 315

CMYK 100/0/12/43

Hex # 00667f

Color Palette for Seven Desert Mountain-specific builder logosPlease work within this color palette when creating Seven Desert Mountain specific builder logos.

PMS 7533

CMYK 0/22/85/85

Hex # 6e645d

Main logo color.

PMS 179

CMYK 0/79/100/0

Hex # e23f37

PMS 173

CMYK 0/69/100/0

Hex # d04628

Accent colors, smaller elements of logo.

PMS 1595

CMYK 0/59/100/0

Hex # d96025

PMS 315

CMYK 100/0/12/43

Hex # 00667f

As main color or accent color of logo.

PMS 3025

CMYK 100/17/0/51

Hex # 004e70

PMS 322

CMYK 100/0/33/35

Hex # 007077

Typography for Seven Desert Mountain

Lato Regular(body copy)


Lato Italic(body copy callouts)


Lato Bold(body copy, use bold sparingly)



Martel Sans(headlines, u/l case, +80 tracking)


Typography for Seven Desert Mountain-specific builder logosPlease choose from the list of sans serif fonts below when creating Seven Desert Mountain specific builder logos.

Martel Sans / MARTEL SANS

Museo Sans / MUSEO SANS

Oswald / OSWALDAbel / ABEL

Seven Desert Mountain Logo - Do Not:


Alter any portion of the logo colors

Apply any outlines or shadows to the logo

Stretch or alter the proportions of the logo

Rotate the logo

Remove text beneath icon or place it side by side


U S A G E : S E V E N D E S E R T M O U N TA I N - S P E C I F I C B U I L D E R L O G O S 1 9

Seven Desert Mountain-specific builder logos Seven Desert Mountain specific builder logos need to be unique from the Seven Desert Mountain logo.

Horizontal community logos are recommended so when placed alongside the Seven Desert Mountain logo, there is balance in presentation.

Seven Desert Mountain specific builder logos should use only the fonts and color palette set forth on pages 16-17.

DO NOT:

Include the Seven Desert Mountain logo or any parts of it within a Seven Desert Mountain specific builder logo.

Use the word “seven” or the number “7” in a Seven Desert Mountain spe-cific builder logo.

AT

A T S E V E N

A T

7

U S A G E : S E V E N D E S E R T M O U N TA I N - S P E C I F I C B U I L D E R L O G O S 2 0

Placement

The Seven Desert Mountain logo should appear to the left of (or above if the communication piece is more vertical) the community logo following the clear space guidelines.

When using the Seven Desert Mountain logo, do not use the Desert Mountain logo. “Desert Mountain” is aleady incorporated in the Seven Desert Mountain logo.

The builders can be mentioned in body copy along with their logos as shown below.

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Example logo placement

Family Development has earned an

excellent reputation as being a pre-

ferred residential homebuilder in both

California and Arizona. Since 2003,

Family Development has designed and

built over 1,500 homes with lifestyle in

mind. Seven Desert Mountain provides

Family Development with the perfect

canvas to showcase expertly-designed,

single-level condominiums that will

offer residents luxurious, low-mainte-

nance living with outstanding views.

Images are conceptual only and are for the convenience of reference. They should not be relied upon as representations, express or implied, of the final detail of

the Community. The Developer expressly reserves the right to make modifications, revisions and changes it deems desirable in its sole and absolute discretion.

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PhotographyPhotography should have similar styling as the overall Desert Mountain brand (p.9), however Seven Desert Mountain will have its own textured detail backgrounds specific to the community and golf course to use with overlays.


Sample Application

U S A G E : S E V E N D E S E R T M O U N TA I N

Accordion Brochure

2 2

Opening in 2019, Seven Desert Mountain is an

exclusive, luxury golf enclave, featuring everything

you could want in a private golf community—

and more.

Seven Desert Mountain celebrates nature and golf in a fun,

lively way. A state-of-the-art sound system filters music from

the clubhouse to speakers at the 18th hole, reminding us to

enjoy life on and off the course. And the condensed play time

makes sure you can do it all.

As the newest member of the Desert Mountain family, Seven

Desert Mountain is both stunning to explore and fun to

experience. This private, luxury residential golf community

will have you reimagine the way you think of—and play—golf.

Fun continues off the course at Seven Desert Mountain’s

gastropub clubhouse. With collapsible glass walls to bring

the outdoors in, our clubhouse is the perfect spot to socialize

with friends and family, with bocce ball, large TVs and fire pits.

In addition to all that Seven Desert Mountain has to offer,

residents can enjoy Desert Mountain’s exclusive services

and amenities. State-of-the art facilities to improve your golf

game. Dining options from family-friendly to 5-star. Hiking,

biking and horseback riding trails. And a gorgeous new spa.

L I V E T H E W O N D E R O F S E V E N D E S E R T M O U N TA I N

DESERTMOUNTAIN.COM/SEVEN (602) 385-1675 SCOTTSDALE, AZ

7 reasons why life is better at Seven Desert Mountain.

1 4

56

7

Reimagine the way you play golf. No. 7 at Desert

Mountain, our Par 54, keeps golfers of all levels

challenged and entertained. Plus, it offers the

perfect balance of time spent on the course, while

leaving you hours in the day to enjoy other activities.

Seven Desert Mountain boasts up to 190 distinct,

luxury homes, most right on the course, all featuring

view of the surrounding mountains and valleys.

(See back for details on our builders.)

2

3

C O M M U N I T Y

BRAND POSITIONING

High above the hustle and bustle of the valley, and safeguarded behind staffed entry gates, Desert Mountain Community is the pinnacle of an outdoor, active lifestyle, while also offering the security, support, and satisfaction desired in a home base. Homeowners live in 27 villages with world-class amenities, a quiet and capable safety patrol, and some of Arizona’s most stunning natural beauty. And with the world-class Desert Mountain Golf Club readily available, this community is truly the ideal place to settle down—without ever having to settle.

T H E D E S E R T M O U N TA I N C O M M U N I T Y B R A N D 2 5

VALUES

Desert Mountain Community values safety, with regular security patrols, arrival screening at the gates, alarm response, wildlife assistance and emergency medical response-trained staff available at a moment’s notice.

Desert Mountain Community values nature, embracing the natural beauty of the surrounding Sonoran Desert, magnificent stargazing, and the wildlife that call Arizona home. Desert Mountain Community values privacy, located high above the valley and behind gates, with residents who support one another, and a security force whose quiet presence keeps the neighborhoods feeling safe.

Desert Mountain Community values architectural variety, with 27 unique villages, and a range of different homes that blend seamlessly with each other and the surrounding environment.

Desert Mountain Community values active, healthy lifestyles, offering a range of outdoor activities including a 15-mile trail system for hiking and biking. In addition, Desert Mountain Club members can take further advantage of the outdoors with golf, pickleball, tennis, swimming and horseback riding.

Desert Mountain Community values financial stability, with a responsible Homeowners Association and suitable guidelines to care for the residents and their real estate.

T H E D E S E R T M O U N TA I N C O M M U N I T Y B R A N D 2 6

T H E D E S E R T M O U N TA I N C O M M U N I T Y B R A N D

TONALITY

The tone of our work should reflect the brand values, and convey a sense of confidence and pride in the Desert Mountain Community.

We embrace our natural surroundings.

Surrounded by majestic mountains, our residences meld seamlessly with the landscape, hiking paths

enable homeowners to stay active and enjoy the views, and wildlife lives quietly among the villages.

We offer protection for both our residents and their real estate investments.

Regular security patrols provides safety throughout the community—while luxury architecture and

amenities, stunning natural surroundings and proximity to Desert Mountain Club protect the value

of residents’ homes.

We are at the pinnacle.

Our gated community is located high above the valley and offers the private, high-end, outdoor

lifestyle our residents have always dreamt of.

2 7

LOGO

V I S U A L A R C H I T E C T U R E : D E S E R T M O U N TA I N C O M M U N I T Y 2 8

The logo should appear in PANTONE 7531 on light backgroundsand PANTONE 427 on dark backgrounds.

C O M M U N I T Y C O M M U N I T Y

C O M M U N I T Y C O M M U N I T Y C O M M U N I T Y

Welcome to the prestigious Desert Mountain Community in Scottsdale. Sundi commolum ipiti repedi testibus es evelita vollora volo berum fugiaer untiur asped qui aut optatur? Dam, aut quae et, solorem con peditin consequo moluptae si odite vel illique nate parum hilluptiu.

C O M M U N I T Y

C O M M U N I T Y

C O M M U N I T Y

C O M M U N I T Y

LOGO DON’TS DO NOT:


Apply any outlines or shadows to the logo

Stretch or alter the proportions of the logo

Rotate the logo


COLOR

Desert Mountain Community can use all of the Desert Mountain colors (p. 6) except PMS 159 (orange) and PMS 296 (dark blue). Instead, two new colors are added: a rich green to family with the exclusive tones used for Desert Mountain and Seven Desert Mountain for background color overlay; and a bright blue to capture the color of the desert sky or blooms for callouts and CTAs.

COLOR USES:background coloroverlays textured detail


PMS 560

CMYK 80/0/63/75

Hex #

COLOR USES:accent colore.g., the DM Star, CTAs, etc.

COLOR USES:same as PMS 285 except use on darker colors and backgrounds

PMS 285

CMYK 89/43/0/0

Hex #

PMS 285 50%

CMYK 89/43/0/0 50%

Hex #

TYPOGRAPHY

The Desert Mountain Community should use the same fonts used for Desert Mountain (on the following pages) to maintain overall brand integrity.


Use Arial 11pt for the email signature and the body of an email message

Minimum font size for body copy in communictaions is 11pt

The minimum leading is 13pt.

Legal and disclaimer copy can be no smaller than 7pt with 8pt leading

Jane DoeDirector of Operations123.456.7890 ext. 102 [email protected] desertmthoa.com

C O M M U N I T Y

Welcome to the prestigious Desert Mountain Community in Scottsdale. Sundi commolum ipiti repedi testibus es evelita vollora volo berum fugiaer untiur asped qui aut optatur? Dam, aut quae et, solorem con peditin cons equo moluptae si odite vel illique nate parum hilluptiume porumuat quam.

Dahh, aut quae et, solorem con peditin consequo moluptae si odite velque nate parum hilluptiume porumquat quam.

TYPOGRAPHY

RALEWAY REGULAR (Headlines, print & online, A/C only, use +50 tracking)


Lato Regular(body copy, print & online)


Lato Italic(body copy, print & online callouts)


Lato Bold(body copy, print & online, use sparingly)



TYPOGRAPHY

W O R K S A N S M E D I U M(small callouts, print & online, A/C only, use +230 tracking)


Adobe Garamond Pro Regular(long form print body copy, internal)


Adobe Garamond Pro Bold(long form print body copy, internal)


Adobe Garamond Pro Italic(long form print body copy callouts, internal)



PHOTOGRAPHY

Photography should have similar styling as the overall Desert Mountain brand (p.9), however it should focus on the benefits of the community (e.g. showing the security gates, great outdoor activities, beautiful homes, etc.). Desert Mountain Community will also have its own textured detail backgrounds (e.g. desert blooms and pool water). A nod to wildlife may be used (e.g. deer, birds, etc.) as insets only.


ICONOGRAPHY

The Desert Mountain Star was developed as an additional design element to further underscore the perception of elite luxury. The star itself speaks to stellar quality. It’s made up of 7 sides, representing the soon-to-be 7 exceptional golf courses. It can be used at various sizes. The larger it is the more transparent it should be.

V I S U A L A R C H I T E C T U R E : D E S E R T M O U N TA I N C O M M U N I T Y

Desert Mountain Community Star

C O M M U N I T Y

3 5

EXPLABORIS DISSEQUI

SANM.

SAMPLE APPLICATION

U S A G E : D E S E R T M O U N TA I N C O M M U N I T Y

Direct Mail

3 6

C O M M U N I T Y

A LAEBIS IPICIDIS DOLORE.

10550 East Desert Hills Drive, Suite 100

Scottsdale, AZ 85262

Sample A. Sample1234 Street Name RoadScottsdale, Arizona 85202

PRSRT STDU.S. Postage

PAIDU.S. Press

1234

C O M M U N I T Y

Welcome to the prestigious Desert Mountain Community in Scottsdale. Sundi commolum ipiti repedi testibus es evelita vollora volo berum fugiaer untiur asped qui aut optatur? Dam, aut quae et, solorem con peditin consequo moluptae si odite vel illique nate parum hilluptiume porumquat quam.

Damhh, aut quae et, solorem con peditin consequo moluptae si odite vel illique nate parum hilluptiume porumquat quam.

L E A R N M O R E AT D E S E R T M T H O A . C O M

T E M A U T E M O L O R .

EXPLABORIS DISSEQUI SAM.

the desert mountain brand bra… · dining experiences, pristine hiking trails, world class...

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