Brand Standards

Introduction

A cohesive brand identity is a vital part of any business and is particularly important in the experience industry. It sets the tone for expectation and provides a feeling, a perception, a sense of what a brand stands for. Therefore, it is essential to maintain and communicate a consistent visual identity for Skyviews Miami.

The following standards guide is designed to serve as a guideline by identifying key elements of the visual identity for Skyviews Miami with sample applications. The guide will help retain strong, cohesive identity for the brand. When graphic elements are presented consistently throughout all visual communications, they provide a unified look, which in turn establishes the foundation for a successful brand.

Brand Architecture

Brand Story

A brand story establishes the foundation for a brand’s voice and tone. It helps display some of the brand’s value propositions, services and unique identifiers that help it stand out from competitors.

Brand stories can be used in customer facing ways, as inspirational material to craft creative assets, and internally, to align leadership and staff with brand guidelines.

Touch the Magic City Sky.

Miami—pristine beaches, vibrant nightlife and delicious eats known worldwide. But if you haven’t experienced Skyviews Miami, you haven’t done Miami right. At 200 feet in the air, this is a ride where you’ll see it all: the brilliance of the Atlantic Ocean and the bustle of Biscayne Bay; Downtown Miami, Miami Beach and the shimmer of sunshine off iconic buildings—and if you’re lucky, an unforgettable sunset over our beloved city. With 42 climate-controlled gondolas that seat up to eight guests each, you and your friends, family or special someone will have a private 14-minute coast across the sky. If you’re on vacation, squeeze this one-of-a-kind experience into your adventure bucket list. If you live nearby, treat your date to a night of dinner, drinks and casual couples coast through the air. Look to the sky and you’ll see: Skyviews Miami is a ride you can’t pass up. Let the good times soar—200 feet high.

Value Propositions

Value propositions provide a statement or declaration of intent within a company’s strategy. These can be used to help inform customers about expectations for the product or service, how the company operates and what differentiates it from competitors.

Proximity

Proximity to Miami hotspots, nearby dining, drinks, shopping, boat tours and things to do

The View

Overlooking downtown Miami, Biscayne Bay and the Atlantic Ocean

Safety

Modern, clean, safe amenities

Tagline

Touch the Magic City Sky

Logo Standards

The logo is our primary identifier. It contains both an icon and our name in the wordmark. This version should be used primarily to represent our brand, especially when presenting it to new audiences.

Primary Logo

Use this version most often.

One-Color Logo

Use this version only when full color is not available. The white variation may be used over dark colors with enough contrast if absolutely necessary.

Logo Use On Color

The Skyviews Miami logo has a white outline built into it, thus it will work over any color or image. However, in the case that a one-color logo must be used, please reference the approved background colors and logos to use below.

Full Color on Black

Full Color on Dark Blue

Full Color on Light Blue

Full Color on Photography

White backgrounds

Use the full-color logo whenever possible.

Dark-colored backgrounds

The full-color logo can be used as well as a reversed one-color variation.

Photographic or textured backgrounds

The full-color logo can be used as well as a reversed one-color variation.

Logo Usage

To preserve the integrity of our brand identity, do not alter or deviate from these guidelines. It is essential that we maintain consistency in our appearance and messaging to ensure focused, effective and cohesive brand communications worldwide.

Incorrect Usage

Do not stretch, skew, manipulate or distort the logo

Do not use the incorrect Skyviews logo

Do not use partial elements of the logo

Do not rotate the mark at any angle when used as a primary mark

Do not outline the logo

Do not apply a drop shadow to the logo

Do not place one-color logo over textures or busy photographs

Do not alter the logo’s colors

Do not use one-color logo on colors with low contrast

NOTE: The examples shown are not intended to be a complete list.

Logo Size & Clear Space

Minimum Size

Minimum size refers to the smallest size that the logo may be reproduced to ensure optimal legibility, detail and color registration.

.5” or 50px

The Skyviews Miami logo should not be smaller than .5” or 50px in height when appearing in any logo format.

.5” or 50px

The Skyviews Miami logo should not be smaller than .5” or 50px in height when appearing in any logo format.

Clear Space

Proportionate to logo size. Clear space is defined to maintain the logo’s integrity by making sure that it is placed clear of all other visuals. Do not allow any distracting graphic elements, such as copy, photography or background patterns, to clutter up the clear space. The minimum clear space is defined by three times the height of the sparkle icon in the logo mark.

The height of the first “S” in Skyviews

Graphic Standards

Brand colors, typography and graphic elements are utilized in our visual system to reinforce our brand identity. Clear and recognizable imagery structures information, creates visual interest and enhances composition.

Color

Name:

CMYK:

RGB:

HEX:

Skyviews Dark Blue

100 | 75 | 0 | 0

19 | 52 | 166

#1334A6

Name:

CMYK:

RGB:

HEX:

Skyviews Light Blue

85 | 21 | 0 | 0

46 | 135 | 230

#2E87E6

Name:

CMYK:

RGB:

HEX:

Rich Black

60 | 40 | 40 | 100

0 | 0 | 0

#000000

Name:

CMYK:

RGB:

HEX:

Medium Gray

0 | 0 | 0 | 50

128 | 128 | 128

#808080

Name:

CMYK:

RGB:

HEX:

White

0 | 0 | 0 | 0

255 | 255 | 255

#FFFFFF

Our core brand colors are cool and classy, using Skyviews Dark Blue and Light Blue as the main hues. White and Dark Blue are interchangeable for background options, ensuring there’s enough contrast for the Light Blue to be used as an accent.

Typography

Montserrat – Black

Headline/title

For headlines/titles, Montserrat – Black is used in all caps. It is recommended that headlines have seven words or less.

Montserrat – Bold Italic

Subheads

For sub headlines, Montserrat – Bold Italic is used in sentence case. Subheads are not always employed in all copy executions

Montserrat – Light

Body Copy

For the primary body copy, Montserrat – Light is used in sentence case.

Gastela – Regular

Accents

For accents and other graphic headlines, Gastela – Regular is used in sentence case. It is often used as part longer headlines to provide visual balance. Tracking should be set to 0 in order to keep the letters connected. Gastela is also used for Polaroid Photo captions.

Typographic Example Approach

Headline/title

Montserrat – Black

All Caps

No Punctuation

Accent

Gastela – Regular Sentence Case 3° tilt

Subhead

Montserrat – Bold Italic

Sentence Case

No Punctuation

Lorem Ipsum

Body copy

Montserrat – Light

Sentence Case

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Photo Treatments

A polaroid graphic treatment us frequently used to showcase photography—this element provides a personality-driven way that connects guests to capturing memories. Gastela is used as a “handwritten” caption on these photos as if it were a real Polaroid that someone has written on. These graphics are rotated at a positive or negative 10 degrees.