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2TIMELESSISMODERNWhatsetsSt.Regisapartisitsrichheritageandmythology.ThebranddidnotbeginwithSt.Regis,itsoriginsarewiththeAstors.Fromitscreationin1904byJohnJacobAstor,theSt.Regiswasfoundeduponaheritageoftradition,innovationandluxury.Ourplanistoleveragethisheritageevenmorethanevertoinformbothvisuallanguageandexperienceandtodeliveraconsistentglobalbrandexperiencethroughout–Hotels,ResortsandResidences.3LEGACYISTHEFUTURETheAstorsdefinedtheheightofAmericanaristocracyduringtheGildedAgeinNewYork.Mrs.CarolineAstorhand-selectedherexclusive‘400’—whomsheinvitedtoprivateteas,midnightsuppersandopulentgalas—essentiallycreatingthenation’sfirstsocialregister.Herloveofdiamondsandthesocialgracesweresignaturesoflifewith‘The’Mrs.Astor.4ORNAMENTISMEANINGBuildingonfamilylegacy,Caroline’sson—inventor,authorandheir,JohnJacobAstorIV—waspersonallyresponsibleforcreatingtheSt.Regis,thetallest,mostadvancedhotelofitstime.Hispassionfornewtechnologywasmanifestedinanewluxuryexperiencethatexistedbeyondwhathadpreviouslybeenknown.ItwasherethattheSt.RegisButlerwasintroduced,settingunparalleledstandardsinservice.TheSt.Regiscrest,extensiveuseofhand-polishedbronze,andcreationofTheLibraryforguestsandresidentswereamonghismanynotablecontributions.5TOUCHThemostintimateexpressionofthesenses,touchishowtheindividualliterallyconnectswiththeworld.touchisthetangiblemannerinwhichwefeelwhatourothersensesperceive.Warmtocool.Hardorsoft.newandold.simpletorefined.Touchenablesustodistinguishwhatmakeseverythingdistinctive.Itaffirmswhatoureyesthinktheymaysee—shape,sensation,material—thephysicalandtheemotionalareallexperiencedthroughourtouch.6THENEWFACEOFST.REGISHavingreviewedwhoweareandwhatwestandfor,it’stimetorevealwhatwelooklike.Thebrandassetsyouseeherearethekeyidentityelementsthatvisuallyexpressourpositioningandourpersonality.Onthefollowingslideswe’llexamineeachelementindepth.7Ourlogoisourbrandname.WerefertoitastheSignature.Itisourprimarybrandidentifier.Elegant,worldlyandrefined,theSt..RegisSignaturehonorsourhistorywhilestakingitsclaiminourfuture.Informedbytypographyfromtheturnofthecentury,itevokesastylethatwouldhavebeenusedbycraftsmenandengraversofthetime.TheSignatureestablishesadialogthroughitsgeometricserifs,gracefulcurvesandbeautifullyarticulatedspacingbetweenletterforms.THEST.REGISSIGNATURE8Propertylogoswillutilizethesignatureandlocationnameonly.ResidencesandResidenceclubslogoswillhaveResidenceorResidenceClubunderneaththelocationname.LOGOARCHITECTURE9TheCrestisouricon.Itservesasasecondarybrandingelement.TheSt.RegisCrestisthediscreetacknowledgementofwhoweare.Atonceunderstatedandelegant,thecrestisacontemporaryinterpretationinspiredbyourlegacy.Sinceitscreation,St.Regishasincorporatedacoat-of-armsinitsvisuallanguageasareflectionoftheAstorfamilyheritageanditsrelevancetoouresteemedclientele—speakingtheirlanguage,ifyouwill.Asadesignelement,itsuseisselectiveanddiscreet—whetherprinted,embossed,etchedorusedasawatermark.THEST.REGISCREST10TheCrestSignatureisalogolock-up.Itisanalternativelogotreatmentthatconsistsofourprimaryandsecondarybrandingelements:theSignaturecenteredbeneaththeCrest.Whileinthepastthiscombinationservedasalogo,thenewCrestSignatureisnottheSt.Regislogo.Remember,theSignatureisourprincipalbrandsignifier;theCrestisourbespokeaccent.CRESTSIGNATURE11TheDiamondPatternservesasasupportingbrandidentityelement.ItfeaturesaninfiniterepetitionoftheSt.RegisDiamondsymbolinageometricdesign.TheSt.RegisDiamondisemblematicofourdiscreet,bespoketradition.Aseductiveelement,theDiamondisextractedfromourheritage.TheDiamondPatternisusedtoenhanceourbrandpresenceoncorporatecommunicationsmaterials,suchassignageandstationery—foranaddedtouchofelegance.THEDIAMONDPATTERN12TheSt.Regiscolorpalettereflectsourunderstatedelegance.Blackandwhiteareprimarycolors;bronzeisusedasanaccent.OurchoiceofbronzeisanodtotheOldWorldgrandeurandexquisiteornamentationthatcharacterizeseverySt.Regisproperty—especiallyreflectingitsnotableuseintheintricatelydetailedadornmentofourflagshipNewYorkhotel,aglorioustributetotheBeauxArtsmovementoftheearly20thcentury.Infact,itisabronzeplaquegracingthehotel’sfaçadethatdesignatesSt.RegisNewYorkacitylandmark.COLORPALATE13Propertyandmarketingcollateralwillbedevelopedinthesamespiritofsophisticationanddiscreetelegance.Newpropertyandmarketingcollateralisindevelopment.ThegoalistohaveitreadyforimplementationinOctober2007.TemplateswillbepostedontheStarwoodArchivewithdetailedprintingspecifications.COLLATERAL14LEGACYINSPIRESEXPERIENCEAswecontinuetoexpandglobally,St.Regiswillbediscreet,refinedandworldlybasedonarichhistorysteepedintradition,innovationandluxury.Ourdistinctiveserviceculturesetsusapart.AswiththeSt.RegisButlerServiceandAfternoonTea,newelementsofguestexperiencebeinspiredbythebrand’sheritage.