EMorrell_Mortesino_StyleGuide_Final

erimorrell

BRAND MANUAL




CONTENTS 3

Welcome Statement. . . . . . . . . . . . . . . . . . . . 4

Mindsets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Visual Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Logo Info . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Color Variations . . . . . . . . . . . . . . . . . . . . . . . . 12

Secondary Mark . . . . . . . . . . . . . . . . . . . . . . . 14

Usage Consistency . . . . . . . . . . . . . . . . . . . . . 16

Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Patterns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Photo Treatment . . . . . . . . . . . . . . . . . . . . . . . 24

In House Items . . . . . . . . . . . . . . . . . . . . . . . . . 26

Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . 28



WELCOME STATEMENT 5

The Mortesino Manor, located in Newbury, Massachusetts, was created

for individuals who love solving mysteries and finding answers. Our estate

renovated in 2015, allows guests to be immersed in the culture and genre they

love so much, while also giving them the opportunity to solve a mystery all on

their own. Guests will stay in a true historic 1863 Victorian mansion that once

hosted its own infamous murder still yet to be solved to this day.

Can you solve the famous who dunnit story of The Manor?



6 MINDSETS MINDSETS 7

DECIPHERS

Individuals who thrive in environments that invoke

problem solving and deciphering clues and codes.

Those who always are cracking down answers of

creative puzzles, codes, anagrams, and determining

evidence. They love to do logic puzzles and games

on their free time.

VIBRANT HISTORIANS

Those who love the aesthetically pleasing design

and décor from the Victorian era will enjoy

staying with us. Our property is well decorated

with historic and admirable Victorian décor and

architecture.

ACTORS

People who love immersing themselves in their

surroundings or a telling story. Anyone who loves

to portray other personalities and act like someone

else for a while, or those sneaky individuals who can

wiggle themselves out of any situation. Partaking in

our murder mystery weekends is perfect for these

displacive characters.

CRIME & THRILLER

ENTHUSIASTS

Individuals who enjoy watching true crime stories

can now put all their skills and knowledge to the

test and actually find out how they would hold up

as amateur detectives, or possibly the suspect.





10 PRIMARY LOGO FONTS 11

0.5 in

2.325 in logo

BLACK QUALITY HOLED

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789!@#$%^&*()?.,

ARIAL ROUNDED MT (BOLD)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789!@#$%^&*()?.,

0.5 in

HEADLINE FONTS

4.53 in logo

Our primary logo of the name draws influence from our estate’s historical style. It

contains our property’s full name paired with Victorian inspired embellishments, all

utilzing our three primary colors. The Mortesino name is displayed with a custom

alteration of the typeface Black Quality Holed and a slight texture of fingerprints to

match our estate’s main attraction of clues and evidence. To support the main ornante

typography we chose Arial Rounded as a simple, yet structured secondary font.

Cormorant (Bold)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789!@#$%^&*()?.,

Gill Sans (Light)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789!@#$%^&*()?.,

BODY COPY

Cormorant (Medium Italic)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789!@#$%^&*()?.,

Gill Sans (SemiBold Italic)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789!@#$%^&*()?.,



12 LOGO COLOR VARIATIONS LOGOS ON COLOR 13

Primary Color Logo

Gold Color Logo

Moss Green Background

Logo Treatment

B&W Logo

Plum Color Logo

Royal Plum Background

Logo Treatment

Greyscale Logo

Green Color Logo

Estate Slate Background

Logo Treatment



14 SECONDARY MARK SECONDARY MARK COLORS VARIATIONS 15

0.5 in

Royal Plum Monogram

Old Gold Monogram

Moss Green Monogram

B&W Monogram

0.5 in

Primary Monogram

3.1 x 3.25 in

Greyscale Monogram

Royal Plum

Monogram

Treatment

Estate Slate

Monogram

Treatment

Moss Green

Monogram

Treatment



16 USAGE CONSISTENCY USAGE CONSISTENCY 17

Primary Logo

Incorrect Displays

Primary Monogram

Incorrect Displays

Do Not Rotate

Do Not Rotate

Do Not Flip Orientation

Do Not Flip Orientation

Do Not Warp or Distort

Do Not Warp or Distort

Do Not Crop

Do Not Crop



18 PRIMARY COLORS SECONDARY COLORS 19

20%–100% 100%–20% 20%–100%

Royal Plum – #3D172D

C:62 M:87 Y:51 K:61

R:61 G:24 B:47

Old Gold – #CAB22D

C:24 M:25 Y:100 K:0

R:202 G:178 B:46

Moss Green – #CAB22D

C:71 M:52 Y:72 K:50

R:55 G:68 B:54

Finch Pink – #C09C96

C:15 M:28 Y:25 K:0

R:216 G:184 B:177

Ironstone Grey – #606161

C:61 M:53 Y:52 K:24

R:96 G:96 B:96

Estate Slate – #504755

C:67 M:67 Y:47 K:33

R:80 G:71 B:85

20%–100% 100%–20% 20%–100%



20 PATTERNS PATTERNS 21

Print Pattern Estate Slate

Embellishment Pattern Plum

Prints Pattern Plum

Embellishment Pattern Gold

Prints Pattern Moss

Embellishment Pattern Moss

Prints Pattern Grey

Embellishment Pattern Slate



22 STATIONERY 1.4 x .725 in Logo centered

STATIONERY 23

placed .4 in from border

9.5 x 4.125 in Envelope

Gill Sans 9pt

.3 in right from logo

.75 in from top

8.5 x 11 in Letterhead

1.9565 x 1 in Logo

1.25 in from left

1.2632 in from top

3.5 in

Cormorant 11pt

Gill Sans Light Italic 9pt

Business Card

2 in

Gill Sans 9pt centered

.3 in from border

8 x 8.3281 in Monogram

centered all around

3 x 1.53 in Logo

centered all around

Gill Sans

9pt

Text align centered, centered all around



24 PHOTO TREATMENT

To further our brand, and keep consistency with our

aesthetic, photography used and shared on social media

require a special treatment. Photos will undergo the

following alterations to maintain a rich and moody feel.

Light–

Exposure:0

Contrast:-19

Highlights:-57

Shadows:+35

Whites:-20

Blacks:-9

White Balance–

Temp:0

Tint:0

Vibrance:-10

Saturation:-4

Hue–

Red:+6

Orange:+7

Yellow:+7

Green:+2

Aqua:0

Blue:-10

Purple:+15

Magenta:+15



26 IN HOUSE ITEMS IN HOUSE ITEMS 27



28 SOCIAL MEDIA SOCIAL MEDIA 29





FOR EDUCATIONAL PURPOSES ONLY

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