Brand Manual

2
Introduction

THE HISTORY

The Orchard Garden Hotel is a “boutique, ecological, green” hotel in San Francisco, CA that is
setting the pace when it comes to green travel and the hospitality industry.

The Orchard Garden Hotel is one of California’s first hotels built to the LEED (Leadership in
Energy & Environmental Design) Green Building Rating System. The Orchard Garden Hotel is
located in the heart of San Francisco, close to Union Square which attracts thousands of visitors
each month. The proximity to the Financial District, the Chinatown gates and the legendary cable
cars making it a great tourist destination even for those unaware of the “green” benefits.

The hotel houses ten floors with 86 deluxe guest rooms, rooftop garden, and restaurant. The
Orchard Garden Hotel uses green products such as chemical-free cleaning products, a 100%
tobacco free, recycled paper, and soy-based inks and the new guest room key card energy control
system.

The Orchard’s main market is concentrated on the “green” Eco traveler and the business person
who love the feel of a boutique hotel and are aware of the footprint they leave behind.
The hotel started when its founder, Mrs. S.C. Huang, decided to build a sister hotel to the other one
she build in 2000 down the street of the Orchard Garden Hotel on Bush Street in June.

Mrs. Huang partnered with Stefan Huhle, the general manager for both properties, and the
Architecture International and Swinerton Builders, to create the “green” hotel that is now the
Orchard Garden Hotel.

All material presented in this style guide is property of the ORCHARD GARDEN HOTEL. Logo, type, colors, graphic elements, applications, and all other materials pertaining to the corporate identity of the ORCHARD
GARDEN HOTEL are listed within this style guide. Guidelines and rules of how elements should be used must be followed at all times. This manual is designed to help implements the proper usage of the ORCHARD
GARDEN HOTEL logo and elements so as to establish a cohesive company image.

3
4
Table of Contents

Logo 6-8

Lock-Ups 9

Typography 10

Color Palate 11

Editorial 12

Applications 13-16

5
 Logo

OVERVIEW

The Orchard Garden Hotel logo was made to illustrate the

simplicity of design but also keeping in mind the professional
aspects of the property. The logo is made to represent the
professional sleekness of the hotel but also keeping in mind its
eco green roots.

The natural feel of the hotel is brought into the logo with the
leaf that has been incorporated into the character “O”. The
“O“, with the leaf, is to signify the connection of the hotel to
the earth and the mission to be ecological conscious.

The logo to the left is a trademark of the Orchard Garden Hotel Filename: OrchardGardenHotel.ai

is to be used in any and all materials relating to the Hotel.

It can be used in all application purposes. The logo should
be always be used with all its elements and the correct type;
which is Trajan Pro.

6
Logo

ELEMENTS

These elements of the logo should be used to maintain the

image and feel of the Orchard Garden Hotel. They should
not be altered in any form and should remain uniform in
all applications. The logo may not change shape, direction,
degree of rotation, length of stem, relationship between type
and image, and color usage.

A: leaf with an “O” must be used with the rest of the logo in
all appearances and uses. If need be, one can use the leaf (B) to (A)
stand alone in the branding of the hotel. The leaf and the “O“
must be intertwined where the stroke of the “O“ turns into the
stem of the leaf.

B: Main leaf that is used in all applications and branding

material. Leaf must always stay consistent in shape, rotation,
and color. Color for the leaf is PMS 362 and can not be
changed. Reverse out is acceptable on a solid background
color. Opacity may be dropped.

(B)
Filename: OGHleaf.ai

7
 Logo

WHAT TO STAY AWAY FROM

These layouts of the logo should not be used in any way, shape
or form. They contradict what the image of the hotel and the A
proper use of the logo.

The element of the main “O“ with the leaf should always be
used with the logo and should never be bigger or smaller then
how it is shown on the main logo.

The type of the logo must stay as Trajan Pro.

A: The name of the logo must be stacked on top of each other

and not in a single line.
C
B: Logo should not be reversed out or on any other color as to B
change the black of the main type of the logo.

C: Type in logo should always be centered and can not be

flushed to the right or to the left.

D: Logo opacity must always stay at 100% and should never be

lowered.

E: The logo can not be rotated of screwed in any shape, way

or form. It can not be reflected vertically, horizontally or
mirrored. D E

8
Lock-Ups

CLEAR SPACE

A specific clear space around the Orchard Garden Hotel logo

ensures the integrity and impact of the logo.

No other graphic elements can touch, overlap or be combined

with the Orchard Garden Hotel logo.

HOTEL
X = Half the height of the “O”

MINIMUM SIZE
Size minimums are specified to ensure legibility in various
media. The specification shown (right) are appropriate for
print and web. There may be situations where the logo will
need to appear smaller than the minimum shown (e.g., lapel
pins, pens, pencils). Please contact art director for further Minimum size for print reproduction
information. Width of 1.75”

Minimum size for web reproduction

77.873 pixels (w) x 45 pixels (h)

9
 Typography

PRIMARY FONT Trajan Pro Regular

Trajan Pro is the main font used for the logo type and ABCDEFGHIJKLMNOPQR STU V W X YZ
headlines. Trajan Pro brings in the classical feel of a serif with abcdefghijklmnopqr stuv w x yz
a clear reference to the old roman type set. Trajan Pro is all 0123456789
capitals.
Trajan Pro Bold
Trojan Pro is used on the main type logo and also in the
headlines. Trajan Pro can not be adjusted in anyway except for ABCDEFGHIJK LMNOPQR STU V W X YZ
the adjusted “O“ in the main logo. abcdefghijk lmnopqrstu v w x yz
0123456789

SECONDARY FONT Palatino Linotype Regular

The font that should be used to supplement the main type

ABCDEFGHIJKLMNOPQRSTUVWXYZ
is Palatino Linotype. This font is not used in the logo but abcdefghijklmnopqrstuvwxyz
it compliments the logo in all supplementary copy of the 0123456789
Orchard Garden Hotel.
Palatino Linotype Bold
Palatino Linotype is used as subheads and body copy.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Palatino Linotype Italic

ABCDEFGHIJKLMNOPQRSTUV WXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Palatino Linotype Bold Italic

ABCDEFGHIJKLMNOPQRST U V W XYZ
abcdefghijklmnopqrstuvwxyz
0123456789

10
COLORS

PRIMARY COLORS

The primary color palette consists of PMS 362 (green).

Promoting PMS 362 as the dominant color for the Orchard
Garden Hotel will reinforce the brand to the clientel and
anything related to the property.

PMS 362 should be used for the leaf in the logo. The color
should also be in all applications as either the primary and PMS 362
only color or as the accent color. C:74 M:7 Y:100 K:0

SECONDARY COLORS

These supporting colors were chosen to work along with the

primary color. They were chosen to compliment with PMS
362 while not taking away from it or confusing the viewer

PMS 362 (dark green) and PMS 375 (light green) can both be
used in applications and in highlighting the primary color.

PMS 7401 (beige) can be applied to use a more subtle color PMS 349 PMS 375 PMS 7401
in applications and editorial material. PMS 7401 should be
C:100 M:0 Y:91 K:42 C:41 M:0 Y:78 K:0 C:0 M:4 Y:18 K:0
used in conjunction with the primary color.

Filename: OGHColors.ai

11
 Editorial

HEADLINES
This is a Headline
Headlines for the Orchard Garden Hotel should be done in

THIS IS A HEADLINE
Trajan Pro whenever possible. If headline font conflicts with the
logo then Palatino Linotype can be used.

Important words in Headlines in Trajan Pro are capitalized

while the rest are lowercase. In Palatino Linotype it must
be capitalized for a subhead or uppercase, lowercase for
This is a Headline
headlines.

BODY COPY & HEADLINES Body copy must be written like this and must be at 10 pt. Palatino Linotype.

Body copy must be set in Palatino Linotype. It must always be This Is A Headline
set at 10 point.

Headlines can be written in regular and bold. Headlines can be And This One Too
set at 12 points. They can also be set at 10 point when needed.

SLOGAN
Rediscover Luxury!
The slogan used to help reinforce the image of the hotel. The
slogan helps bring in the imagery of the new luxury that the
Orchard Garden Hotel brings to mind.

Use in post cards and all promotional materials.

12
Applications

STATIONARY SYSTEM

The stationary system is used to reinforce the image and HOTEL

branding of the Orchard Garden Hotel. It uses both fonts to
help reinforce the uniformity of the applications.

STATIONARY (A)

This stationary is designed to bring to mind the over all image

of the Orchard Garden Hotel. It brings the imagery of the hotel John Doe
by bringing in the element of the leaf. Concierge

466 Bush Street

San Francisco, CA 94108
BUSINESS CARD (B) P: (415) 399 - 9807
F: (415) 393 - 9917
www.theorchardgardenhotel.com

The business card helps tie in the branding of the hotel. The
B
main logo is used with the Palatino Linotype as body copy for all Filename: OGHBusinessCard.indd
pertinent information.

The leaf is being used to reinforce the branding of the Orchard 466 Bush Street San Francisco, CA 94108 Phone (415) 399 - 9807 | Fax (415) 393 - 9917
www.theorchardgardenhotel.com

Garden Hotel. A
Filename: OGHStationary.indd

#10 ENVELOPE (C)

The envelope applies the same graphic elements as the other

applications in the stationary system
HOTEL

Filename: OGHEnvelope.indd C

13
 Applications

HOTEL TOILETRIES
These Orchard Garden Hotel Toiletries Set is made from HOTEL HOTEL HOTEL

biodegradable plastics that will not harm the environment.

They are water soluble shampoo and conditioner strips that Organic Organic
dissolve when the guest uses them. They are made to help keep Conditioner Shampoo Organic
toxic chemicals from the water as well as reduce the amount of Strips Strips Lotion
refreshing of the toiletries.

The lotion is made from organic products and leaves the skin
filling smooth and healthy without any of the harsh chemicals
in some of today’s lotion.

The bar of soap is also made from organic compounds and the
paper wrapping is meant to dissolve in water.

14
Applications

ORGANIC SHAMPOO STRIPS

HOTEL
These shampoo strips are designed to dissolve in water leaving HOTEL
the shampoo solution behind. They are 100% organic and
feature packaging that is biodegradable. ORGANIC
SHAMPOO
The packaging is based on the leaf with the element brought STRIPS HOTEL
back in as a reverse white cut out. The materials used for the 4.5 in 4.125 in
packaging is plastic with 1% Ecopure plastic additive that
starts dissolving in an organic rich environment.
HOTEL
The shampoo strip is designed to fit into the packaging. Each
unit carries around 50 strips and it can be refilled. The Strips
are made from water soluble paper with an organic shampoo
solution embedded in them. HOTEL

Package Exterior Shampoo Strip

1 in

Pantone 361 C Pantone 7401 U

Colors

Materials (Packaging) Plastic with 1% EcoPure Plastic Additive.

(Strip) Shampoo embeded in water soluble paper.

15
 Applications

MESSENGER BAG

The messenger bag featured here is part of the Executive Eco

Green package that the Orchard Garden Offers.

The messenger bag is inspired by the main icon of the logo

and brought into it to create the front flap that opens up. The
messenger bag is made from 100% recycled materials including
vinyl tarts, seat belts and old tires.
12.5 in

The color used for the messenger bag is PMS 361 and the rest
of the messenger bag can be changed to best suit the client or
the esthetics of the bag. The main logo is featured on the front
of the bag and must always stay there. HOTEL

H
O
TE
L

HOTEL

17.5 in

Pantone 361 C

Colors

Made from recycled billboard vinyl/truck tarpaulins as the exterior.

Materials Plastic highlights from recycled bicycle tires.
Straps from recycled car seat bealts.

16
Applications

HOTEL KEY CARD

The hotel key card is made to have the guest remember that
they are at a hotel that knows its green impact. The card is
made out of a sustainable wood and is durable yet effective.
The card is slightly shaped like a leaf.

The front of the card is made from the wood with the green
leaf of the logo embedded into it. The shape of the card and the
leaf help tie in the branding of the Orchard Garden Hotel.
Disposable Card Holder (Biodegradable)
The back of the card is made from the same material as the
front. The back has a magnetic green strip that helps guests
get into their room and also turns on or off the power and air
inside the guests room. The logo is brought into the back to
help reinforce the hotel.

The card holder is made of biodegradable paper and /or also

water soluble paper. It has a leaf pattern that gives the guest
the feeling of staying in a very nature oriented hotel.

Sustainable Wood Key-Card (front)

Sustainable Wood Key-Card (back)

17