Identity
Borrowing ingredients from the brand family identity system (view here)—the Resort identity system empowers and provides equity to each Resort program, allowing the programs to exist and function out in the world on their own. Looking at the Resort ecosystem as a whole—the wayfinding of the Resort identity system provides an entry into the Resort world that is easily comprehensive.
Ecosystem
The Resort ecosystem consists of four main programs: Rental, Test Ride, The Stash, and Riglet.
You can download the latest Resort logo AI file via the button below.
Rental
The identity for Rental implementing the Resort identity system.
Test Ride
The identity for Test Ride implementing the Resort identity system.
The Stash
The identity for The Stash implementing the Resort identity system.
Riglet
The identity for Riglet implementing the Resort identity system.
The Logo System
The Resort system features both vertical & horizontal lockups consisting of two styles: solid & knockout. There is a solid & knockout style for both vertical & horizontal lockups.
Solid style = Our primary mark.
Knockout style = Our secondary mark.
Primary
The solid logo styles are the primary mark in the Resort identity system. We should always implement the solid style whenever possible.
Secondary
The knockout logo styles are the secondary mark in the Resort identity system. We implement the knockout style more sparingly than the primary solid style.
Clear Space
The minimum required spacing around the Resort vertical & horizontal marks is twice the cap-height size. Nothing other than the Resort marks should ever appear within this space.
Construction & Small Use
Vertical
The vertical marks of the Resort identity system were constructed based off the smallest type size the program name should ever be set and implemented at 16px. The container of the program name features padding above and below the program name that’s equal to the cap height.
All vertical styles feature a horizontal divide bar set on the bottom outside edge of the Burton Mountain Logo. The horizontal divide bar of only the primary marks implement the Jake Blue color style.
The line weight of the horizontal divide bar and container elements found both in the primary and secondary vertical marks are determined by taking 50% or 1/2 the “N” letterform stem/weight in the Burton wordmark.
Based on type legibility—the vertical marks should never reach a size with a width that’s less than 91px.
Horizontal
The horizontal marks of the Resort identity system were constructed based off the smallest type size the program name should ever be set and implemented at 16px, with 1:1 leading. The container features padding around the program name that’s equal to the cap height. The container length is adjusted based on the length of the program name—keeping the cap height padding between the edge of the container and the last letter of the program name.
All horizontal styles feature a vertical divide bar which is set on the edge of the Burton Mountain Logo. The vertical divide bar of only the primary marks implement the Jake Blue color style. The vertical divide bar requires cap height padding between the divide bar and the first letter of the program name. The line weight of the vertical divide bar should be 50% or 1/2 the “N” letterform weight/stem in the Burton wordmark.
The container of the horizontal knockout style is the same line weight as the vertical divide bar.
Based on type legibility—the horizontal marks should never reach a size with a height that’s less than 43px.
Application
Light marks are to be placed on dark backgrounds/imagery/graphics.
Dark marks are to be placed on light backgrounds/imagery/graphics.
Vertical
Horizontal
Resort Summary
01
Lead with implementing the primary marks first.
02
Keep the required clear space (2X Cap height) around the marks when implementing.
03
Never stretch the marks or alter the color in any way. The marks should only ever be scaled proportionately.
04
Based on type legibility—the vertical marks should never reach a size with a width that’s less than 91px. This ensures that we’re web complacent when implementing marks across digital touchpoints.
05
Based on type legibility—the horizontal marks should never reach a size with a height that’s less than 43px. This ensures that we’re web complacent when implementing marks across digital touchpoints.
06
Light marks are to be placed on dark backgrounds/imagery/graphics. Dark marks are to be placed on light backgrounds/imagery/graphics.