V A I L B R A N D I D E N T I T Y G U I D E L I N E S

V A I L B R A N D I D E N T I T Y G U I D E L I N E S

I T S F U N B E I N G AT T H E T O P

E X H I L E R AT I N G, E V E N

A N D N O W W E R E TA K I N G N U M B E R O N E T O T H E N E X T L E V E L

A N E W M A R K...

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

B R A N D I D E N T I T Y G U I D E L I N E S

It s Great Being at the Top // O U R M I S S I O N A N D VA L U E S Vail Colorado is excited to celebrate its 40th anniversary with a renewed interest in what this town was founded on: old fashioned hardwork, inventive hard playing, and all the joys in between. Vail is always committed to the best in resort entertainment, from our world-renowned ski slopes ski slopes that we keep impecably groomed, to the spas and day shopping that the village affords. We are committed to making sure that all people feel welcome and that no one is excluded. We realize that our clients have so many other choices in ski and snowboard destinations, which always makes us exhilerated to see them choose us! Simply stated, Vail is there to serve you no matter what blows you in our direction. As the number one ski mountain, we ll make that you won t experience anything but the best. 15 VA I L B R A N D I D E N T I T Y G U I D E L I N E S

i ii iii iv Our Mission & Values The New Vail Brand The Role of Brand Identity Using the Guidelines CONTENTS Vail has been the #1 ski mountain for 14 of the last 19 years for one main reason consistency. This book of Vail s Brand Identity Guidelines has been carefully crafted to ensure that this consistency is maintained as we roll out and continue with Vail s new image. Because of the outstanding brand equity in Vail s name, our load is slightly lightened. But the only way to maintain this brand equity is put forth our best collective efforts. 01 02 03 04 05 Introduction to the New Brand The Signature and Its Meaning Logo Variations Using the Signature Brand Elements Graphic Element Make-up Marketing Applications Setting the Voice and Tone Signature Placement and Ratio Folder Presentation Covers General Grid System Brochure System Uniforms Ski Instructors Cafeteria Summer & Spring Gear Miscellanious Uniforms Ephemera That s where we need your help.: We need you to ensure that our voice and messages are delivered consistently through all forms of communication. What follows in the next couple of pages will need to be adhered to rigorously with your help. But these guidelines are not chains; they are helpful tips to bring out what we value most in you your creativity. 06 07 08 09 10 Correct Ratios Color System Typography Brand Applications The A-4 Letterhead Direct Mail Posters Postcards General Advertising Guide Television Ads Souvenir Mugs Tees Shirts Other Souvenir Suggestions Of course, if questions arise regarding these brand identity guidelines, please contact the 11 Division Letterhead Presentation Applications marketing department. 12 Typing Template and Structure Presentations Covers 13 The A-4 Envelope Powerpoint Presentations 14 Business Cards Voice, Tone and Pacing 15 Fax Sheets 16 Note Pads and Cards On the Slopes 17 Mailing Labels Setting the Perfect Scene 18 Other Envelopes Ski Lifts and Gondolas 19 CD Labels Ski Maps 20 Website Applications Wayfinding System 21 Color & Type for Web Snowcats & Other Vehicles 22 Sound and Imagery 23 Invoices & Shipping Forms In-Town Usage General Guidelines Large Scale Events Vail Ski Shop Storefront Banners and Lightpoles Signage Guidelines Quality & Fabrication

O U R N E W B R A N D

The Logo MARK // A L S O K N O W N A S T H E S I G N AT U R E The Vail Signature consists of two main elelments: // The Mark // The Logotype The mark, a stylized V, symbolizes motion, the rush experienced from a good run down the mountain and the valley in the back bowls of the mountain. A nod to the old style ski posters created in the thirties, the new logo is classic but modern, and will age gracefully. Very little updating will be needed in the coming decades. Logot ype The logotype is a custom version of avant garde, a decidedly European modern typeface. It is spaced out proportionately to allow for breathing room for the viewer. The vail lettering portion is slightly bolder than colorado, with just a subtle difference. This emphasizes the most important message that the logo conveys subtlety. The Vail Colorado Signature is composed of of the mark and the logotype. The width of the signature is two times the height of it.

x 2x 2x x

MARK x The best way to understand the way the rand works is to look at the signature of the brand (show n on right). The signatures e eriusto consequisi. Ming ex eugue enit, qui et at. Duissim dit prat. Ut lorercil el ero odolorpercil dolortisim velissim veliqui tatem vel dio consequat lam, consequam vel eu faccum dolor acilis am etueros diam vulluptat aliscidui tio eliquat Logot ype 2x The Vail Colorado Signature is composed of of the mark and the logotype. The width of the signature is two times the height of it. MARK 2x Logot ype x A secondary signature is acceptable when the context of Vail is obvious. (for example, if you are making signage in the village itself) For this signature, the height is twice the width. 27 VA I L B R A N D I D E N T I T Y G U I D E L I N E S

Ski Lifts and Gondolas // S U B H E A D E R S A N D C AT E G O R Y Patem digna consequatisi er sum dolore ming ex elis ea ametumm odolore voloreet, vel irillandre do del il etuero cor am er sismolorem nim ipis del et, vent inibh eu feu faccums andipsu scilit nibh elit lumsandiam at. Duis dolorerit ut nosto dolore dolor sum aut at nisit la augait adio dolortis num nulla faccumm olorperaesto et, quatie molenis exerostrud ent velit auguer ip exeravt lamet la aliquipit, vulpute magnis endiam aliqui bla commy num enissequat, si. Illamet ipit lortio consed te do od dolorti onulla faccum ad te tet, quat lam vullaor augiat. Ing ent acincip sustinibh ercil do odolor si blamcon volorperat ad dio conulputpat. Patum am zzrilla ortionulla feugait, sustrud dolore dolent el enibh ea commolore consenim velisl dionsent aliquamcommy nis esto dunt lor ipit aliquatue velis nos alis acil exeriure min velesse quipit luptatet, si. Facillut ad eugait dolessim vulputat augait lore faciduis dui eugait lore magna amet ut verit nullaore tinis aut wisl et iusciliquam nis nis alit, senis nonsectet ut laore magnim delisim vulput eugait augait ing et acin eliquat lutpat, verit volor iril iureet ver aliquametue magna faccumsan utat wis dolorero commodi onummy nibh eui tin heniamet, sit illam, vendreet lute dolor si bla cor alissit ut eu feu faccum quis at. Tis et utpatis alit wisit inim incilisi bla alis at dolobore corem dolorpero odigna feuip ex exeraestrud min henim vulput wismolore feugait iliquam esto eu faccums andiam num dio ex et ing exer aci eriustrud minis exer sum in hendre dolendip euismodio cortion ullan 29 VA I L B R A N D I D E N T I T Y G U I D E L I N E S

What will you find in Vail? Advertising // S U B H E A D E R S A N D C AT E G O R Y Patem digna consequatisi er sum dolore ming ex elis ea ametumm odolore voloreet, vel irillandre do del il etuero cor am er sismolorem nim ipis del et, vent inibh eu feu faccums andipsu scilit nibh elit lumsandiam at. Duis dolorerit ut nosto dolore dolor sum aut at nisit la augait adio dolortis num nulla faccumm olorperaesto et, quatie molenis exerostrud ent velit auguer ip exeravt lamet la aliquipit, vulpute magnis endiam aliqui bla commy num enissequat, si. Illamet ipit lortio consed te do od dolorti onulla faccum ad te tet, quat lam vullaor augiat. Ing ent acincip sustinibh ercil do odolor si blamcon volorperat ad dio conulputpat. Patum am zzrilla ortionulla feugait, sustrud dolore dolent el enibh ea commolore consenim velisl dionsent aliquamcommy nis esto dunt lor ipit aliquatue velis nos alis acil exeriure min velesse quipit. 31 VA I L B R A N D I D E N T I T Y G U I D E L I N E S

Imagery // S U B H E A D E R S A N D C AT E G O R Y Patem digna consequatisi er sum dolore ming ex elis ea ametumm odolore voloreet, vel irillandre do del il etuero cor am er sismolorem nim ipis del et, vent inibh eu feu faccums andipsu scilit nibh elit lumsandiam at. Duis dolorerit ut nosto dolore dolor sum aut at nisit la augait adio dolortis num nulla faccumm olorperaesto et, quatie molenis exerostrud ent velit auguer ip exeravt lamet la aliquipit, vulpute magnis endiam aliqui bla commy num enissequat, si. Illamet ipit lortio consed te do od dolorti onulla faccum ad te tet, quat lam vullaor augiat. Ing ent acincip sustinibh ercil do odolor si blamcon volorperat ad dio conulputpat. Patum am zzrilla ortionulla feugait, sustrud dolore dolent el enibh ea commolore consenim velisl dionsent aliquamcommy nis esto dunt lor ipit aliquatue velis nos alis acil exeriure min velesse quipit luptatet, si. Facillut ad eugait dolessim vulputat augait lore faciduis dui eugait lore magna amet ut verit nullaore tinis aut wisl et iusciliquam nis nis alit, senis nonsectet ut laore magnim delisim vulput eugait augait ing et acin eliquat lutpat, verit volor iril iureet ver aliquametue magna faccumsan utat wis dolorero commodi onummy nibh eui tin heniamet, sit illam, vendreet lute dolor si bla cor alissit ut eu feu faccum quis at. Tis et utpatis alit wisit inim incilisi bla alis at dolobore corem dolorpero odigna feuip ex exeraestrud min henim vulput wismolore feugait iliquam esto eu faccums andiam num dio ex et ing exer aci eriustrud minis exer sum in hendre dolendip euismodio cortion ullan 35 VA I L B R A N D I D E N T I T Y G U I D E L I N E S

Layouts and the Grid // S U B H E A D E R S A N D C AT E G O R Y Patem digna consequatisi er sum dolore ming ex elis ea ametumm odolore voloreet, vel irillandre do del il etuero cor am er sismolorem nim ipis del et, vent inibh eu feu faccums andipsu scilit nibh elit lumsandiam at. Duis dolorerit ut nosto dolore dolor sum aut at nisit la augait adio dolortis num nulla faccumm olorperaesto et, quatie molenis exerostrud ent velit auguer ip exeravt lamet la aliquipit, vulpute magnis endiam aliqui bla commy num enissequat, si. Illamet ipit lortio consed te do od dolorti onulla faccum ad te tet, quat lam vullaor augiat. Ing ent acincip sustinibh ercil do odolor si blamcon volorperat ad dio conulputpat. Patum am zzrilla ortionulla feugait, sustrud dolore dolent el enibh ea commolore consenim velisl dionsent aliquamcommy nis esto dunt lor ipit aliquatue velis nos alis acil exeriure min velesse quipit luptatet, si. Facillut ad eugait dolessim vulputat augait lore faciduis dui eugait lore magna amet ut verit nullaore tinis aut wisl et iusciliquam nis nis alit, senis nonsectet ut laore magnim delisim vulput eugait augait ing et acin eliquat lutpat, verit volor iril iureet ver aliquametue magna faccumsan utat wis dolorero commodi onummy nibh eui tin heniamet, sit illam, vendreet lute dolor si bla cor alissit ut eu feu faccum quis at. Tis et utpatis alit wisit inim incilisi bla alis at dolobore corem dolorpero odigna feuip ex exeraestrud min henim vulput wismolore feugait iliquam esto eu faccums andiam num dio ex et ing exer aci eriustrud minis exer sum in hendre dolendip euismodio cortion ullan Above are a few sample layouts illustrated to show the veratility of the Vail layout tempate 37 VA I L B R A N D I D E N T I T Y G U I D E L I N E S

Wayfinding Systems // S U B H E A D E R S A N D C AT E G O R Y Patem digna consequatisi er sum dolore ming ex elis ea ametumm odolore voloreet, vel irillandre do del il etuero cor am er sismolorem nim ipis del et, vent inibh eu feu faccums andipsu scilit nibh elit lumsandiam at. Duis dolorerit ut nosto dolore dolor sum aut at nisit la augait adio dolortis num nulla faccumm olorperaesto et, quatie molenis exerostrud ent velit auguer ip exeravt lamet la aliquipit, vulpute magnis endiam aliqui bla commy num enissequat, si. Illamet ipit lortio consed te do od dolorti onulla faccum ad te tet, quat lam vullaor augiat. Ing ent acincip sustinibh ercil do odolor si blamcon volorperat ad dio conulputpat. Patum am zzrilla ortionulla feugait, sustrud dolore dolent el enibh ea commolore consenim velisl dionsent aliquamcommy nis esto dunt lor ipit aliquatue velis nos alis acil exeriure min velesse quipit luptatet, si. Facillut ad eugait dolessim vulputat augait lore faciduis dui eugait lore magna amet ut verit nullaore tinis aut wisl et iusciliquam nis nis alit, senis nonsectet ut laore magnim delisim vulput eugait augait ing et acin eliquat lutpat, verit volor iril iureet ver aliquametue magna faccumsan utat wis dolorero commodi onummy nibh eui tin heniamet, sit illam, vendreet lute dolor si bla cor alissit ut eu feu faccum quis at. Tis et utpatis alit wisit inim incilisi bla alis at dolobore corem dolorpero odigna feuip ex exeraestrud min henim vulput wismolore feugait iliquam esto eu faccums andiam num dio ex et ing exer aci eriustrud minis exer sum in hendre dolendip euismodio cortion ullan

Uniforms // S U B H E A D E R S A N D C AT E G O R Y Patem digna consequatisi er sum dolore ming ex elis ea ametumm odolore voloreet, vel irillandre do del il etuero cor am er sismolorem nim ipis del et, vent inibh eu feu faccums andipsu scilit nibh elit lumsandiam at. Duis dolorerit ut nosto dolore dolor sum aut at nisit la augait adio dolortis num nulla faccumm olorperaesto et, quatie molenis exerostrud ent velit auguer ip exeravt lamet la aliquipit, vulpute magnis endiam aliqui bla commy num enissequat, si. Illamet ipit lortio consed te do od dolorti onulla faccum ad te tet, quat lam vullaor augiat. Ing ent acincip sustinibh ercil do odolor si blamcon volorperat ad dio conulputpat. Patum am zzrilla ortionulla feugait, sustrud dolore dolent el enibh ea commolore consenim velisl dionsent aliquamcommy nis esto dunt lor ipit aliquatue velis nos alis acil exeriure min velesse quipit luptatet, si. Facillut ad eugait dolessim vulputat augait lore faciduis dui eugait lore magna amet ut verit nullaore tinis aut wisl et iusciliquam nis nis alit, senis nonsectet ut laore magnim delisim vulput eugait augait ing et acin eliquat lutpat, verit volor iril iureet ver aliquametue magna faccumsan utat wis dolorero commodi onummy nibh eui tin heniamet, sit illam, vendreet lute dolor si bla cor alissit ut eu feu faccum quis at. Tis et utpatis alit wisit inim incilisi bla alis at dolobore corem dolorpero odigna feuip ex exeraestrud min henim vulput wismolore feugait iliquam esto eu faccums andiam num dio ex et ing exer aci eriustrud minis exer sum in hendre dolendip euismodio cortion ullan 41 VA I L B R A N D I D E N T I T Y G U I D E L I N E S

Vail Colorado is a registered trademark of Vail Resorts, Mgmt. 27