Brand Guidelines
This is a guide to the language and design elements that make up the Elwood Hotel & Suites identity. It includes advice, templates, and sample executions that demonstrate how to bring our brand to life.
Our Story
Historical and/or personal context of an organization. Builds connection with audience through specific, evocative details.
We believe inspiration begins inside. You will pass it on, never settling for less than the bright side. Around every corner, unexpected color bursts, creating a level of warmth and adventure that will generate memories. And you’ll want more. Settling in here feels comfortable, like a fondness you’ve always known but continue to discover.
Step into Elwood, and you step into that contemporary yet familiar space. A place where you want to stay, set in a community you want to explore. We believe fun is beautiful and invite you to experience the Bluegrass here. We are a proper host with deep roots in southern hospitality and celebrate community and comfort in style.
From that first greeting to that last drink at the bar, you will feel at home here. Our hotel is more than a landing place, it’s a lifestyle. Discover a new story every stay.
A concise, clear description of your brand; the what.
Elwood is a warm and upbeat contemporary boutique hotel where you will experience Lexington at its brightest.
A short, memorable pitch that may include your brand’s what, how, or — most importantly — why.
We believe fun is beautiful. And good for you. We’ve curated a new kind of hotel to inspire your adventure, your well-being, and help you feel part of our Kentucky community. Elwood is more than a landing place, it’s a lifestyle.
1. Warm and Inviting
2. Positive and Inspiring
3. Fun and Whimsical
4. Humble and Driven
5. Curious and Creative
Logos
This logo is the visual foundation of the Elwood brand. It is our primary logo for all communications.
Always keep a standard amount of white space, as measured by the lowercase o, around the logo.
In the interest of legibility, the Elwood wordmark should never be applied at a smaller size than shown.
The secondary logo can be used in advertising and in communications that require the audience to know the exact location of the property.
The tulip poplar tree is the state tree of Kentucky. Use the tulip poplar tree leaves graphic for Elwood Hotel & Suites communications when space is limited. The leaves should not be used directly next to the Elwood script logo.
For all Elwood Social Club communications use the E emblem. The E emblem should not be used directly next to the Elwood script or Elwood leaves logo.
Colors
Color has enduring emotional appeal. By pairing our colors consistently, you can reinforce brand recognition.
Green
Pantone 567
CMYK 88 / 33 / 69 / 72
RGB 16 / 40 / 37
Hex #102825
Pink
Pantone 698
CMYK 0 / 16 / 4 / 0
RGB 244 / 203 / 206
Hex #F4CBCE
Soft Pink
Pantone 2050
CMYK 3 / 15 / 3 / 0
RGB 249 / 235 / 234
Hex #F9EBEA
Color works differently in print than on screen, so you’ll need different color codes for each.
Pantone (PMS)
The Pantone system is used for precise color matching – you can give a Pantone reference to any printer, anywhere, and they’ll print the exact same color.
CMYK (Cyan/Magenta/Yellow/Black)
The print files will be delivered in CMYK color mode, which is suitable for commercial full color and everyday printing.
Note: If you try placing a CMYK file into a Microsoft Office program and the image doesn’t display correctly, try the RGB version.
RGB (Red/Green/Blue)
These colors are used in monitors, television screens, digital cameras and scanners. Digital logo files are in RGB color mode.
Hex (Hexadecimal)
This six digit code is associated with websites, viewed on a screen, and refers back to the RGB color.
Language
Language is more than words and sentences. Language is how we talk about ourselves as a business. Our values, tone, and purpose all constitute our voice. We need to know one to have the other, and vice versa.
Optimistic
Embrace your natural optimism and share it with the world.
Playful
You create fun where it’s least expected.
Inspirational
When you create something unique, you unlock a door for others to try new things.
Inviting
A community is a place that feels like home. For everyone.
Description
Did you know that Kentucky has some of the most beautiful views of the great outdoors? But when you’re staying in a hotel, it can be hard to get outside for that bike ride or run around the block. At our fitness center, you can squeeze in your workout and still enjoy an iconic outdoor scene. Visualize yourself traveling down one of Lexington’s classic scenic backroads in early spring. The photograph captures a Kentucky sunrise in horse country. The barn sits on Sun Valley Farm, a family-owned thoroughbred nursery responsible for developing hundreds of racehorse athletes. Nearby are popular bourbon distilleries, including the famous Woodford Reserve and newer Castle & Key. This particular road is a favorite spot for cyclists and other adventure seekers.
Less is more
Keep sentences short and conversational. When smaller words work, use them.
Use active voice
In active voice, the subject of the sentence does the action. In passive voice, the subject of the sentence has the action done to it.
Personification
Elwood is a place and an experience. Avoid personifying Elwood as a female character. This can confuse your audience.
Exclamation points
Don’t use exclamation points, except when replying to a comment on one of our social posts. Still, do so sparingly.
Oxford comma
To avoid ambiguity, always use the Oxford — or serial — comma before the final item in a list.
Our Name
It all started with a racehorse and a woman with a dream. Together, they not only made history as the first female-owned Kentucky Derby winner, but they inspired others to follow their dreams. To discover experiences you won’t find anywhere else. They were leaders, yes, but more than that, they paved the way to do something great. And if you’ve ever attended a horse race, you know it’s something fun.
When writing about or verbally communicating for Elwood Hotel & Suites, only use one of two constructions: Elwood or Elwood Hotel & Suites. No abbreviations and no acronyms.
Elwood
Elwood Hotel & Suites
The Elwood Hotel
The Elwood Hotel and Suites
The Elwood
Hotel Elwood
Example: “Thanks for calling Elwood Hotel & Suites. How can I help you today?”
Example: “Welcome to Elwood. Are you checking in today?”
Typography
Ogg Regular
Apercu Regular
Illustrations
Applications
Sales Materials
Brief bio description options for social media.
Option 1: Discover a new story every stay.
Option 2: More than a landing place, it’s a lifestyle.
Questions?
Media Inquiries: Kaitie Cothron
502.614.5997 / kaitie@estespr.com
Hilda Delgado, Owner
hdelgado@deseogroup.com
Social Media