Identity

Guidelines

Candi Telagawangi 80
Malang, Indonesia
T. 123 456
www.sleep.in
by Mutyaz NS 3414100097

table
of
contents

introduction
manual purpose
brand profile
design value

basic element logo

primary logo
seondary logo
reverse logo
minimum clear space
minimum size usage
signature color
background control
unacceptable usage

secondary elements
supergraphic
supergraphic misuse
typeface

design system and application

stationary
identity card
keycard
room amenities
toileries
morning-bite set
signage
building
uniform
promotional media
vehicle

introduction

manual
purpose

This manual has been designed for easy

reference to the information needed to
visually reproduce the Slepinn brand.
These standards ensure a consistent
global presentation of the Sleepinn
identity, which is critical to the success
of our brand for these reasons:
1. The Sleepinn logo and brand
symbols represent the essence of our
brand, and instill loyalty in customers.
2. Inconsistent usage of the Sleepinn
logo and other brand symbols could
weaken and dilute the message to
consumers about the brand.

Basic formats and designs presented in

this manual cover printed materials,
from stationery, promotion media, to
room amenities. Also other items as
signage, cortesy vehicles, website, etc.
For other question that is not mentioned
in this manual, please dont hesitate to
contact us via e-mail provided in this
manual.

brand
profile

We are Sleepinn. We are growing budget

hotel based in Indonesia that expand our
branch abroad. We will ensure our customers got maximum satisfication through
minimum budget.

Sleepinn will be the best choice for people

who find a cozy place to sleep while in
business matter or simply traveling.

We are inspired from the habitual

of Three-Toed Sloth. Sloth lives in
the forest and maintaining 80% of
their day on the trees, sleeping.
Just as the trees for the Sloths, we
want to give you the perfect place
for you to rest.

Address : Candi Teagawangi St. 80

Malang, 48215, Indonesia
T
: (+62 341) 123 456
F
: (+62 341) 123 789
E-mail : official@sleep.in
Website : ww.sleep.in
Scan this code to download
our official app :

Our concept is to provide the ambience

of nature in the heart of the city. Located
near a lot of sopping avenues, business
complexes, and even tourist attractions.
The building itself surrounded by trees
and have some outdoor places, the hotel
will gives a calm feeling and a good rest.

Sleepinn master logo and its supergraphic

is the key to our brand identity, and conveys
that we provide a comfort place in a nature
atmosphere.

design
value

The sillhouette of trees and our inspiring

animal -sloth, in night ambience color
grading welcomes you to the home of
hospitality. The supergraphic elements,
that stands of jungles elements itself,
including its signature color, express
the nature and the night, a perfect
combination for a perfect sleep.
Together these brand symbols communicate
quality and hospitality. They are visual shorthand
for the essence of the Sleepinn experience
Sleep and Smile.

In short, keywords to our brands are :

calm
comfort
simple
hospitality
nature ambience

basic
element
logo

Sleepinn primary logo consist of a logogram

and a logotype.

primary
logo

The logogram contains a sillhouette of

trees and has sloth hanging on the tree
as the center. It visualize Sloth as our
inspiring animal and the jungle as its
habitat.
The loogotype is Sleepin in font Libel suit
and has different coloring between Sleep
and inn to make an emphasize towards the
inn as it what our business is.
All of the logo colored in a shade that
reflects color of night.
Attention:
This primary logo has the greatest visual
impact and should be used on a
PLAIN WHITE background

secondary
logo
The logo can be used separated.
Consider to use the logotype only when the execution area
is too small to fit the logogram minimum size, or simply
to cut off some production cost. .
You can also use only the logogram if you want to
print it as a decorative material.

At times when you cant have plain white

as the background of the primary logo
or under condition where the primary
logo is improbable to be produced/printed
use the reverse logo as provided.
Use this dark reversed version of the logo
on white or light-colored background.
Other than this color you can also use 100% black.
Use this this white reversed version of the logo
on black or dark-colored background.

reverse
logo

minimum
clear
space

The integrity of the logo relies on a clear and legible

presentation. To provide the proper setting the logo
must be surrounded by space that is clear of graphic
or typographic elements.
The logo clear space is defined by the boundaries
drawn in red lines.
Please note that each secondary logo has different
minimum clear space.
ps. : x is the height of the space between the lowest
cap of the logogram and the logotype.

2x

2x

2x
x
2x

2x

x
x

2x

minimum
size
usage

The logo must be flexible in size to

accomodate a variety of demands for use.
To insure readability and maintain integrity,
we have formulated a minimal size for both
primary and secondary logo.
Please maintain the proportion by increasing
or decreasing size in scale.
ps. : examples not shown in actual size

25mm

20mm

3mm

signature
color

Colour is an integral part of brand

identity. Our primary colours are inspired
the combination of the ambience of the night
and nature atmosphere. It represents
hospitality and comfortness.
All the color should be used dinamically not
only on printed media but also the building.

C
M
Y
K

14 R 204 PANTONE H 617 C

10 G 205
58 B 123
0

C
M
Y
K

79 R 50 PANTONE DS 326-1 C
58 G 80
60 B 83
19

C
M
Y
K

53 R 106 PANTONE DS 308-7C

38 G 118
59 B 101
11

C
M
Y
K

0 R 96 PANTONE DS 325-3C
0 G 93
0 B 92
70

C
M
Y
K

0 R 255 PANTONE Trans. White

0 G 255
0 B 255
0

This is our signature

gradient of color.

Always make sure that the background

provides sufficient contrast for the logo to
be clearly legible.
Attention :
It is a mandatory that the primary and
secondary logo should be placed on
PLAIN WHITE background.

As an alternative the logo can be placed on

white square that is not more than the logos
minimum clear space.

background
control

The second best alternative is to use the

reverse logo on a non-white background.
The logo should never appear on a background
that interferes with its visibility. A clean, single
coloured background without patterns or busy
imagery is always preferred.

DO NOT alter proportion.

unacceptable
usage

DO NOT alter the

element(s) scale.

DO NOT put any effect

(i.e : shadow, outline, bevel, etc.)
on the logo.

DO NOT remove any element

from the logo.

DO NOT place on busy background,

even the reverse logo.
Read more on Background
Control section.

DO NOT rotate the logo.

DO NOT add element(s)

on the logo.

DO NOT change the logo

color outside the
signature color.

secondary
elements

super
graphic

The Sleepinn supergraphic are

supporting elements that speak to
our nature ambience. They are simplified
outline illustrations of a jungle -as Sloths
natural habitat- in night time.
The appliance of this supergraphic is not
a must.

Main supergraphic.

This is the recommended arrangement

of the supergraphic elements along wih the
cropped area.
Nonetheless you can arrange the
supergraphics elements dfferently
as long as it proportionally
and visually good.
But when in doubt, use this.

Main supergraphic
elements.

Secondary supergraphic.

Developed from Sleepinn logogram

and delivered the same message as
the main supergraphic.
It can only be placed on the right/left side
of the area, and combined as the picture
above.

super
graphic
misuse

DO NOT mix elements

from differet supergraphic set

DO NOT draw new elements.

DO NOT put it on non-white background.

The supergraphic adopt the same
backgound control as the master logo
.Check Background Control chapter
on previous pages.

DO NOT give any effect on it

(i.e: shadows, outlines, bevel, etc.)

DO NOT change the color.

The supergraphic adopt the same
reverse version color as the master logo.
Check Reverse Logo Version
chapter on previous pages.

DO NOT arrangeon elemnt in

awkward size toward the other
element(s)

Its about making a brand presence as

we communicate both outwardly and to
ourselves. Part of that brand presence is
the font chosen to display our written
words.

typeface

Libel Suit font used as headlines. This

font is also used on our master logotype.
For aestethics sake, avoid to use this
font in all capital letters.

Capsuula font used as bodytext.

Libel Suit
ABCDEFGHIJKLMNOPQRSTUVWXYZ
a b c d e fg h i j k l m n o p q r s t u v w x y z
1234567890
.,?!:;`<>~!@#$^&*()

Capsuula
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
.,?!:;`<>~!@#$%^&*()

design system
and
application

43mm

25mm

10mm

220mm

10mm
32mm

110mm

Kepada:
Ketua Komunitas Ruang 109
Yasinta Retno Alifia
di tempat.

45mm

stationary
*all of the following examples
are not shown in actual sizes or ratio

Sleepinn
Candi Telagawangi St. 80
Malang, Indonesia
Hotline 123 456
www.sleep.in

**size that is not mentioned means

it is at the discretion of following decision

property envelope
Material : White paper min. weight 120 gram.
Recommended production technique : 4 color off-set or
laser jet print.

65mm

28mm

23mm
23mm

Sleepinn
Candi Telagawangi St. 80
Malang, Indonesia
Hotline 123 456
www.sleep.in

www.sleep.in

www.sleep.in

pen (merchandise)

50mm

Material : Any white simple ballpoint will do.

Recommended production technique :
DTC printing.

property letterhead

blocknote (merchandise)

Material : White paper min. weight 100 gram.

Recommended production technique : 4 color off-set or
laser jet print.

The design and size is not a mandatory, but

consider to keep it pocket-sized and put our
website/QR code on front because as a
merchandise the note will be carried around
by our customer.

87mm

37mm

identity
card

6mm
17,5mm

BAMBANG WIDOKDO
Housekeeper

55mm

staff id card
WEAR ON THE LEFT SIDE OF THE CHEST.
Photo should be taken on white background.
Material : Typical plastic ATM type keycard.
Transparent/grey card holder.
Recommended production technique : Silkscreen or DTC printing.

MUTYAZ NUR SABILA

CEO

35mm

012 345 678 900

mutyazns
mutyazs@sleep.in
www.sleep.in

ASTRID ZOLAYCHA

ANGELINE CLAUDIA

Head Cleaning Service

Cook

012 345 678 900

astridzp
aszoaycha@sleep.in
www.sleep.in

012 345 678 900

caangeline
cla_angeline@sleep.in
www.sleep.in

55mm

87mm

personal business card

Consist of full name, personal contact info on workplace, and
companys website. One supergraphic element can be placed
on the corner.
Material : Artpaper min. weight 200 gram
Recommended production technique : 4 color off-set or laser
jet print with matt-finished PVC coating or doff laminated

55mm

4.5mm

30mm

Candi Telagawangi St. 80

Malang, Indonesia
hotline : 123 456
www.sleep.in

87mm

keycard

8mm
5mm

1. Fully insert card

and remove.
2. Depress handle and
open door.
1. Masukkan kartu
seluruhnya dan
keluarkan.
2. Buka pintu dengan
menekan gagang.

key card
Material : Typical plastic ATM type magnetic keycard
Recommended production technique : silkscreen or DTC printing

24.5mm
62.5mm

62.5mm

62.5mm

25mm
important things :
1. Additional keycard/ lost will be charged.
2. Loss & brakage of room reported
3. Your room will be cleaned daily
from 8am-4pm. Hang the sign to
tell us if you dont want to.

Room No.

WiFi Password

57mm

Please re-fold this cardkey band.

25mm

keycard holder

Room No.

Candi Telagawangi St. 80

Malang, Indonesia
hotline : 123 456
www.sleep.in

1. Fully insert cardWiFi Password

and remove.
2. Depress handle and
Please re-fold this cardkey band.
open door.
1. Masukkan kartu
seluruhnya dan
keluarkan.
2. Buka pintu dengan
menekan ganggang.

The massage written and the

location is at the discretion of
later decision.
Material : Artpaper min. weight 120 gram
Recommended production
technique : 4 color off-set or laser
jet print with matt-finished PVC
coating or doff laminated.

20mm
60mm

280mm

room
amenities

Please
make up
my room.

Please
be quiet.

doortag
Material :
Artpaper min. weight 250 gram
Recommended production
technique :
4 color off-set or laser
jet print with matt-finished PVC
coating or doff laminated.
mini round pillow
(merchandise)
Material :
White cotton 75%
Recommended technique :
DTC printing

100mm

slope
Material&production technique
are at the discretion of later
decision.
Make sure it has Sleepinn logo
and supergraphic element(s) on.

Material&production technique
are at the discretion of later
decision.
Make sure it has Sleepinn logo
and supergraphic element(s) on.

Explore at the day,

ht.
Sleep well at the nig

nearby

important
numbers

1.Sleepinn...........................................123 456
2.Police................................................
3.Ambulance......................................
4.Firefighter.......................................
5.Bluebird Taxi..................................

map

1.Sleepinn
2.MATOS
3.Citys Square
4.SMAN 3 Malang
5.MOG
6.Hawaiis waterpark

Explore at the day,

Sleep well at the night.

www.sleep.in

zippo

info paper
Info written are at the discretion of later
decision.
Material : White paper min. weight 120 gram
Recommended production technique:
4 color offset or laser jet

toiletries material and design are at discretion

of later decision depends on the factorys availability,
but at least it provides :
shampoo
body soap
toothbrush
toothpaste
towel

toiletries

note :
1. supergraphic element(s) is a mandatory
2.logo can be printed if the surface is plain white
3.make sure toiletries material is white colored or
mostly white
recommended wrapping material:
plastic or transparrent paper
recommended producing technique:
4 color offset printing or laser-jet

Towel
Toothpaste

Toothbrush

Shampoo

Soap

morning-bite
set
drink cup
Size is at decretion of later decision.
Material : Plain white paper cup and whit lid
Kraft paper (cup holder)
Recommended prod. technique :
laser jet printing or sablon.

*food illustration is not a mandatory

wrap paper
Material : White bread paper
Artpaper sticker (logogram seal)
Recommended prod. technique :
4 color off-set or laser jet printing.

25mm

1.5m

property identification signs

signage

Placed in front of the building and

make sure it has great visibility
for upon arrival.
Contain basic informartion about
2.5m
our facilities and current room rate.
Sizes are at discretion of later
decisions, the examples are
te minimum size.
RATE START FROM IDR200.000/NET++
Minimum logo size is 30% of total
sign area.
Material : custom neon box
Recommended prod. technique :
Silkscreen.

WiFi
Cafe
Convention Room
280mm

90mm

Receptionist
receptionist tag
Material : Acrilyc min. thickness 50mm
Recommended prod. technique :
Silkscreen.

145pt
on center

guide to place:
0.8m

0.5m

01-20
eye level
+ 155m

20cm

21-50
Conference Room
Eating Hall

20cm
20cm

20cm

0.5m

sign
neon lamp
foot
wall

wall sign installment

parking sign

floor infornational sign

room number and toilet sign

Material : allumunium.
Recommended prod. technique :
Silkscreen.

Material : acrylic min. thickness 2mm

Recommended prod. technique :
Silkscreen or DTC printing
illuminated by neon lamp.

Material : acrylic min. thickness 2mm

Recommended prod. technique :
Silkscreen or DTC printing

building

building exterior for example

we have our architect
to design each of our building
in every branch, no other people
can design our rooms to protect
its design value.

room interior for example

we have our interior designer
to design each of our rooms
in every branch, no other people
can design our rooms to protect
its design value.

uniform

we have our taylor to make

the uniform in customized size.
contact us for further info

BAMBANG WIDOKDO
Housekeeper

BAMBANG WIDOKDO
Housekeeper

female staff uniform

male staff uniform

60cm
5cm
21cm

160cm

promotional
media

ITS
TRAVELING
SEASON.
Show us your selfie
traveling around malang
and get
1 FREE DINNER COUPON.

BOOK NOW

15cm

123 456
10cm

x banner
Mini x-banner size is 24x42 cm, make
sure the rest is undersized as the ratio.
Logo, supergraphic, and BOOK NOW massage is
a mandatory.
Material : Flexy
Recommended prod. technique :
4 color off-set or laser jet printing.

40mm

website banner

flyer

Rooms

Logo and contact info is a mandatory.

Material : Artpaper 260 gram
Recommended prod. technique :
4 color off-set or laserjet printing

Other Facility

Logo is a mandatory.
Logo size is min. 30% of area.
Supergraphic can be replaced
by photo but not drawn
illustration.

We wait for you :

Candi Telagawangi St. 80
Malang, Indonesia
hotline : 123 456
www.sleep.in
t : @sleepinn_ f : Sleepinn
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car

vehicle

We use white family-car type for our vehicle.

Only logotype and secondary supergraphic
placed on the vehicle.
Material : Vinyl orajet sticker
Recommended prod. technique :
4 color off-set or laser jet printing.