BRAND BOOK
table of contents
WELCOME TO OUR
BRAND BOOK
Welcome to the Relais & Châteaux Brand Book. This book is designed primarily for those
in our corporate and regional offices, providing them with the information and inspiration
they need to consistently present us to the world. It is also intended for our members, giving
them a richer understanding of the brand and recommendations on how they can reflect it
in their own communications.
Every element of this book is shaped and inspired by the Relais & Châteaux story. The core
elements of our story serve as a reminder of who we are and the unique place we hold in the
world. This Brand Book has guidelines on how to present Relais & Châteaux, verbally and
visually, ensuring a more consistent treatment in all communications. The book concludes
with a member-specific section that offers ideas and examples to help each property convey
its uniqueness while benefiting from and contributing to the Relais & Châteaux brand.
This Brand Book is a living document, and sections will be added to it or refined as more
visual elements of the brand are defined.
RELAIS & CHATEAUX BRAND BOOK
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table of contents
5
SECTION ONE
Who We Are
1
6
AN INTRODUCTION TO BRAND
11
OUR STORY
7
THE HISTORY OF THE R&C LOGO
12
WHO WE ARE NOT
8
THE R&C BRAND TODAY
13
WHY WE ARE DIFFERENT
9
THE MANIFESTATION OF OUR BRAND
14
OUR IDEALS AND EXPERIENCES
18
SECTION TWO
Our Guidelines
2
19
LANGUAGE
24
WORDS WE DON’T LIKE
20
INTERNAL RALLYING CRY
25
LOGO & COLOUR PALETTE
21
EXTERNAL TAG LINE
33
TYPOGRAPHY
22
VOICE
40
VISUAL LANGUAGE
23
WORDS WE LIKE
46
PHOTOGRAPHY
51
SECTION THREE
Members’ Guide
3
52
THE BENEFITS OF OUR COLLECTIVE
55
HOW TO SELECT A WRITER
53
BRINGING OUR EXPERIENCES TO
58
HOW TO SPEAK TO THE PRESS
LIFE IN OUR COMMUNICATIONS
59
LOGO & COLOUR PALETTE
54
HOW TO SELECT A PHOTOGRAPHER
RELAIS & CHATEAUX BRAND BOOK
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table of contents
1
WHO WE ARE
AN INTRODUCTION TO BRAND
THE HISTORY OF THE R&C LOGO
THE R&C BRAND TODAY
THE MANIFESTATION OF OUR BRAND
OUR STORY
WHO WE ARE NOT
WHY WE ARE DIFFERENT
OUR IDEALS AND EXPERIENCES
RELAIS & CHATEAUX BRAND BOOK
5
table of contents
Factories make products. But what people buy are brands.
consistent a brand is, the more powerful and focused it will
That’s true of Hèrmes scarves, Apple iPhones and weekend
be in a crowded and competitive marketplace. Consistency
stays at hotels. A brand is more than a logo or a name or
helps a brand break through the noise of other messaging,
An Introduction
a typeface. A brand is the complete experience around a
connect with people and set an expectation. The better a
to Branding
product, from the way the phone is answered, to the way
brand is at establishing an authentic, ownable and defining
the communications materials are presented.
expectation, the greater will be its distinct ability to attract
potential customers and create loyal ones.
“A brand is a living entity, and it is
An effective brand communicates how it’s different from
enriched or undermined cumulatively
the alternatives. It offers a unique promise of value to
The Relais & Châteaux brand is no different. Our brand
over time, the product of a thousand
consumers, creating a series of expectations in their hearts
is more than a logo on a plaque or a flag. It’s a common
small gestures.”
and minds that they come to anticipate, rely on and want
set of passions. It’s a collective pursuit of art de vivre. It’s a
realised, again and again.
shared promise of unique experiences that will enrich the
MICHAEL EISNER, CEO, Disney Corporation
spirit and awaken the senses of our valued guests, showing
In the multi-layered world of branding, consistency is
them just how wonderful life can be. Just as our beliefs are
critical. Consistency starts with the way a brand presents
unified, so too must be the way in which we present those
itself to the world: more specifically, the way it talks, the
beliefs. We must be consistent, and it is for this reason
way it looks and the overall messages it conveys. The more
that this Brand Book exists.
RELAIS & CHATEAUX BRAND BOOK
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table of contents
The History of the R&C Logo
The evolution of the R&C logo tracks our organisation’s evolution. From a few
properties offering exquisite cuisine in the countryside, the logo was refined to reflect
the stateliness of the properties themselves. The third evolution introduced the
butterfly, melding it with the fleur de lys. The butterfly, which is still present in today’s
logo, represents several elements of the brand. First, it’s a symbol of freedom and travel.
In addition, it’s a refined creature, one that is beautiful and gentle. It’s also a delightful
presence in the countryside, echoing the Relais & Châteaux presence.
“It’s important to have a logo, but it has to be powerful, one that won’t become outdated
and allows the brand to develop.” GÉRARD CARON Designer of the Relais & Châteaux logo
RELAIS & CHATEAUX BRAND BOOK
7
table of contents
The R&C Brand Today
In the past, the Relais & Châteaux brand had been somewhat understated,
speaking in a much quieter voice than that of our competitors. Since its inception,
Relais & Châteaux has tried to shine the spotlight more on the exquisite hotels and
sternlicht et Jean-François Piège Hôtel de Vigny sheikh MohaMMed Bin issa al JaBer et enzo iaconis Carré des Feuillants alain dutournier
stière” PhiliPPe cazaudehore Hôtellerie du Bas-Bréau Jean-Pierre et doMinique FaVa Auberge des Templiers PhiliPPe déPée et herVé dauMy
déric nouhaud Château Les Crayères FaMille gardinier, FaBrice Mercier et didier elena Hostellerie Le Clos eric et odile Brial Château de
t Michel Métot La Ferme Saint-Siméon FaMille Boelen La Chaumière FaMille Boelen Château d’Audrieu FaMille liVry-leVel Hôtel Brittany
ean-Milliau le coz Château de Locguénolé alyette et Bruno de la saBlière Castel Clara guillauMe gouMy et grégory Verdier Domaine de
et Valérie criaud Castel Marie-Louise FaMille desseigne-Barrière et Véronique allègre-concedieu Château de Noirieux anJa et gérard côMe
restaurants that make up our association than on itself. However, we have come to
Hauts de Loire FaMille Bonnigal et réMi giraud Bernard Robin - Le Relais Bernard roBin Grand Hôtel du Lion d’Or cléMent Barrat et didier
UN MONDE
stoPher coutanceau et nicolas Brossard Hôtel de Toiras oliVia Mathé Le Richelieu FaMille gendre, richard gendre Château de Mirambeau
lin de l’Abbaye catherine Benoit, denis et christine Petrel Château de Castel-Novel alBert et christine ParVeaux, soPhie ParVeaux soulié et
D’EXPéRIENCES
egre Bras - Michel et Sébastien FaMille Bras, Michel et séBastien Bras Michel Trama Michel et Maryse traMa Château Cordeillan-Bages Jean-
oste FaMille cousseau, Jean et Jacques cousseau Les Prés d’Eugénie - Michel Guérard christine et Michel guérard Domaine de Bassibé oliVierrMin et PhiliPPe arraMBide La Réserve hélène hiJosa-rieux Domaine d’Auriac FaMille rigaudis, Pierre et Marie-hélène rigaudis Relais Royal
realise that Relais & Châteaux can have a voice that supports and enhances the
aMille Million leclerc, Valérie laVigne Au Soldat de l’An 2 georges Victor & Brigitte schMitt et Michel didelon L’Arnsbourg - Hôtel K FaMille klein,
Abbaye de La Pommeraie christiane et Pascal Funaro La Côte Saint Jacques & Spa Jean-Michel lorain L’Espérance Marc Meneau Le Relaisan-louis Bottigliero Lameloise Jacques laMeloise Georges Blanc & Spa georges et Frédéric Blanc Château de Germigney FaMille schön,
agnols lord andreW daVis, Franco Mora Les Deux Abbesses laurence PerceVal-herMet Château de Codignat roBerto Polito, denis lesage
A WORLD
ne FaMille giorgi, JérôMe MontantèMe Auberge de l’Ile Jean-christoPhe ansanay-alex, oliVier duPrez et seViM cesiM La Pyramide FaMiller FaMille carrier et Maillet, Pierre carrier et Pierre Maillet Auberge du Père Bise charlyne et soPhie Bise, Matthieu FaVrot Chalet du Mont
OF EXPERIENCES
voices of our members, without overshadowing them.
rielle et edouard ruchti Villa Augusta daVid et Priscilla Mollicone Hôtel Crillon Le Brave Patrick gaillard Château de Montcaud FaMille
Ve charial, alexandre FaVier Oustau de Baumanière FaMille charial, Jean-andré, geneVièVe charial et sylVestre Wahid La Cabro d’Or FaMille
Abbaye de Sainte Croix FaMille Bossard, catherine Bossard et Jean- Pierre cargnino Le Petit Nice-Passédat FaMille Passédat, gérald Passédat
er La Bonne Etape FaMille gleize Le Club de Cavalière elena tiMtchenko, Marielle et edouard ruchti Villa Belrose thoMas althoFF, roBert-
ôtel Impérial Garoupe gilBert irondelle La Bastide Saint-Antoine Jacques chiBois Le Saint-Paul roBerto Polito, gilles Fouilleroux Le Mas
rre Pinelli, alexandra PerBet et christoPhe Bacquié Grand Hôtel de Cala Rossa toussaint canarelli, Patricia Biancarelli Hostellerie La Butte
ostellerie Lafarque - Domaine des Douys Jan huygen, Marie-christine alBini, saMuel Blanc Auberge du Moulin Hideux charles et Martine lahire,
i ilario & siMonetta Mosconi, guillauMe hug Kasteel Wittem Peter & Marc ritzen Manoir «Inter Scaldes» Jannis et claudia BreVet Savelberg
t andrea Wenger Le Vieux Manoir au Lac Judith et Martin Müller-oPPrecht, Juliane Bock et Franz Faeh Domaine de Châteauvieux Magali &
PhiliPPe rochat, Benoît Violier Le Cerf carlo crisci Grand Hôtel du Lac christoPher rudolPh L’Ermitage de Bernard Ravet Bernard raVet
evue thoMas strauMann, Michel WichMan Hostellerie Du Pas de L’Ours FaMille Bestenheider, séVerine Bestenheider-reynaud Chalet d’Adrien
s Mr Fausto rusca, georges & Paola konstantinidis-Masciulli Castello del Sole siMon V. Jenny Hotel Giardino Mr Furrer, PhiliPPe Frutiger
There has always been something that connected us to each other and to passions
ne-rose Walther Hotel Paradies FaMille rahe, MMe BaMBach, Boris Benecke Schlosshotel Chastè daniela & rudolF Pazeller Walserhof arMin
ritz lay, MMe andrea seyFried Burg Schlitz Mathias stinnes, helMuth MahnkoPF Gutshaus Stolpe kurt et Jutta stürken, Michael Von Metzger
erg Burghotel carl graF Von hardenBerg, georg rosentreter Landhaus “Zu den Rothen Forellen” reinhard und heidMarie Prause Schlosshotel
Buccholz- laFer, thoMas kahl et Johann laFer Burg Schwarzenstein FaMille grossMann, Michael et stePhanie teigelkaMP Restaurant Amador
thar eierMann et Werner Fuchss Villa Hammerschmiede FaMille norBert schWalBe, eric griese & anette schWalBe Hotel Bareiss herMann
hwarzmatt FaMille Mast-Bareiss Schwarzwald - Hotel Adler FaMille zuMkeller, WindFried zuMkeller Villino sonJa & reiner Fischer Residenz
and pursuits that we all share; however, we didn’t have the language to articulate
Ber, daniel Vogler Schlosshotel Igls FaMille Beck, stePhan Beck Hotel Jagdhof & Spa arMin PFurtscheller, thoMas Fresser Tennerhof Mag.
ster Und” toni MörWald Hanner, Heinz Hanner Brigitta lashoFer Palais Coburg Residenz Jan hendrick Van dillen, christian Petz Steirereck
k Hotel Copernicus FaMille likus, Joanna Wilgierz Stikliai Hotel roMualdas zakareVicius et aleksandras et ana ciuPiJ, alFreda Mikulskiene
sVeaas et eyVind hellstrøM Engo Gard harald andersen et nina Felling Le Gavroche Michel roux Jr. et alBert roux The Fat Duck heston
kcross sir Peter Michael, andreW Mcenzie, John caMPBell Gravetye Manor andreW russell & Mark t. raFFan, laurent godard Amberley Castle
and christina BroWnsWord, sue WilliaMs, Michael caines MBe Longueville Manor MalcoM leWis, Pedro Bento Lucknam Park harry Murray
what that was. Now, with our story, we do. In the process, we have unified our
Lower Slaughter Manor lord andreW daVis, andreW thoMason Hambleton Hall tiM et steFa hart, chris hurst Ynyshir Hall lord andreW
on et steVenson Glenapp Castle grahaM et Fay coWan et John orr Inverlochy Castle chai king chong, Mr caluM Milne Hotel Airds shaun &
an caMPBell Marlfield House Mary et ray BoWe, Margaret et laura BoWe Hotel Hermitage FaMille neyroz, corrado neyroz Hotel Bellevue
del Ponte FaMille santin, renata santin, ezio santin Da Vittorio, Famille Cerea Francesco et rossella cerea, enrico-roBerto cerea L’Albereta
Montresor, eVelina acaMPora, Bruno BarBieri Hotel Castel Fragsburg renate & alexander ortner Hotel Gardena Grödnerhof hugo & cinzia
le et MassiMiliano alaJMo Dal Pescatore Santini FaMille santini, nadia et gioVanni santini La Meridiana FaMille segre, edMondo et alessandra
members and our staff behind an understanding of our brand, bringing everyone
o toMBerli, italo Bassi et riccardo Monco Villa La Vedetta aldo grassi, saMuel Porreca Il Bottaccio di Montignoso elio d’anna, sossio Mosca
no troVato Hotel Relais Borgo San Felice alessandro Marachionne, cinzia Fanciulli Relais Il Falconiere FaMille Baracchi Caino FaMille
el Porto roBerto Polito, alessandro Fichera Il Pellicano roBerto scio, Francesca tozzi Parkhotel Villa Grazioli FaMille ceriBelli, Francesco
Virginia attanasio cinque, Vito cinque Hotel Caesar Augustus FaMille signorini, Paolo signorini et giaMPaolo Padula Grand Hotel San Pietro
sa da Calçada FaMille Mota, antonio aguiar Branco Hotel Quinta das Lagrimas José-Miguel alarcão Júdice, teresa loPes Fortaleza do Guincho
susta Hotel Orfila FaMille garcía, Verónica garcía castelo Restaurante Santceloni santi santaMaria, aBel ValVerde et oscar Velasco Hotel
together behind a common sense of purpose. It is now time to start acting on that
taurante Arzak Juan-Mari arzak et Maite esPina, elena arzak Hotel el Peregrino angelo caMBero, ruBen caMBero El Castell de Ciutat FaMille
nt Carme Ruscalleda - Sant Pau carMe ruscalleda et toni BalaM, toni BalaM Can Fabes santi et Àngels santaMaria, santi santaMaria Restaurant
se Fuertes Hotel Montiboli José Maria caBallé, Manuel garcia Son Brull Hotel & Spa FaMille suau, alexandre et Miquel suau Read’s
ostolos trastelis, eVriPidis aPostolidis et christian Potelle, arnaud Bignon Elounda Mare Hotel FaMille sPyros kokotos, harry Maranghides
kiral The Xara Palace FaMille zaMMit-taBona, Justin zaMMit-taBona Hotel Albergo a.aBela, Jihane khairallah sakr Mizpe-Hayamim saMMy
anne L’Heure Bleue Palais & Spa FaMille azoulay, isaBelle niclot Singita Grumeti Reserves noel caMeron Singita Pamushana Jason turner
understanding, strengthening our brand in the marketplace and ensuring it is
ailes, Jason trolliP Cybele Forest Lodge and Health Spa ruPert et BarBara JeFFries, stePhan Vlaanderen The Marine Hermanus liz Mcgrath,
Kurland, Peter Behr Jonathan lithgoW Gorah Elephant Camp FaMille hunter, MalcolM Peacock Marataba Safari Company FaMille hunter,
rançais susan huxter, richard et Pauline FriedMan, linda coltart, Margot Janse Grande Roche hans georg allgaier, garnet c. Basson, Franke
eat FaMille tollMan, nelson rodrigues Tswalu Kalahari Reserve FaMille oPPenheiMer, gus Van dyk Hotel Heinitzburg FaMille raith, Beate et
ent BergMann Anjajavy l’Hôtel doMinique Prat, daniel Peters Hôtel de Mikuni kiyoMi Mikuni, hiroaki oshikiri Restaurant Hiramatsu, Hiroyuki
on Mr hidenori asano, Mr ken Matsui, Joël roBuchon et alain Verzerolli Enoteca Pinchiorri Tokyo Hideaki Sakama toshikazu-tsuJi Kanetanaka
consistently and cohesively brought to life around the globe.
ryozo tayaMa Seiryuso hideo tanaka, aki tanaka Asaba aiko asaBa, kazuhide asaBa Family Li Imperial Cuisine steVen Wang, iVan li Hotel of
akul, loha-hudoM choochart Heritage Suites Hotel Pierre ader & didier Faraud, FaBrice Pinault Bali Pavilions gordon oldhaM, Mrs ilsoon
ro, soM khuan Wandee Le Taha’a - Island Resort & Spa François laustriat Kauri Cliffs Josie et Julian roBertson, kerry Molloy Whare Kea
len Milner, sue o’Brien Kingsbrae Arms harry chancey et daVid oxFord La Pinsonnière FaMille authier, Valérie andrée authier Restaurant
on staFFord Les Trois Tilleuls & Spa Michel auBriot Restaurant Toqué! christine laMarche & norMand laPrise Hôtel & Spa L’Eau à la Bouche
FaMilles Beaton et Bennett, Jill Mcgoey, Jonathan gushue Post Hotel & Spa andré et georges schWarz, geoFFrey Booth Little Beaver Creek
erie Resort and Spa Markus griesser et Maria schuster, andreW trinder The Wickaninnish Inn FaMille McdiarMid, charles McdiarMid Daniel
an-georges Vongerichten et Phil suarez, PhiliPPe Vongerichten Per Se thoMas keller, Peter esMond Homestead Inn - Thomas Henkelmann
Hill Inn & Resort nathalie M. Ward Lake Placid Lodge daVid et christie garrett, John grahaM The Point daVid et christie garrett, Mark
hn carino, ari sadri The Charlotte Inn gerret et Paula conoVer, carol read The Wauwinet stePhen et Jill karP, eric et Betina landt The Inn
use Country Inn & Restaurant FaMille Fitch, theresa chiettini Blackberry Farm kreis Beall & saM Beall, Peter glander Woodlands Resort & Inn
For those who know us, their feelings about our brand are deeply rooted: rich with
and, rick traMonto Canoe Bay dan et lisa doBroWolski Triple Creek Ranch craig et BarBara Barrett, Wayne et Judy kilPatrick The Home
rah et gretchen Mars, grant et christina sharP, daVid Mars, katie ciocca Cyrus, Nicholas Peyton roBert coFFing, douglas keane Meadowood
thoMas keller, nicolas Fanucci Gary Danko gary danko, gregory loPez L’Auberge Carmel daVid B. Fink, lisa dias Château du Sureau erna
and Spa harry collins, nancy hunter Las Mananitas Francisco Bernot et reBeca k. de Bernot, Juan F. corral Horned Dorset Primavera harold
Rock St Barths Jane et daVid MattheWs, sonia teJero escayola et FaBrice gallizzi Hôtel Le Toiny stuart W. Mc Manus, guy et dagMar loMBard
roVo Pousada estrela d’Àgua, eVelyn g. g. Figueiredo & José hélio gonçalVes rodrigues Filho Hotel e Fazenda Rosa dos Ventos Ltda elizaBeth
experiences and memories. For those who do not yet know us, our brand and all its
t Jean-Paul Bondoux, eVelyne nury Restaurant Jean-Paul Bondoux Jean-Paul Bondoux, Pascal Bernard El Colibri stéPhanie et raoul Fenestraz
oVe Winvian Margaret d. sMith, heather sMith The Farm at Cape Kidnappers Julian et Josie roBertson, Julian h. roBertson iii Mahua Kothi
a chan Château de Rochegude xaVier dochez, christine Vedier Château de Berne didier Fritz, christine Monteil et didier Fritz La Bastide de
lexandre Francin Restaurant De Librije and Librije’s Hotel thérèse et Jonnie Boer, Johan Visser et thérèse Boer Restaurant Kunststuben horst
PARTOUT DANS LE MONDE, UNIQUE AU MONDE.
rique FaJarnes Ferrer, angel Miguelez riera Romaneira - Quinta dos Sonhos thierry teyssier, xaVier deBaisieux Myconian Ambassador Thalasso
ALL AROUND THE WORLD, UNIQUE IN THE WORLD.
Fer Wilson hoBack Hotel Fauchère richard snyder et sean struB, cynthia cesnalis Eleven Madison Park danny Meyer, Will guidara, daniel
y reyMond, chris young et nathalie reyMond, Jacques reyMond Mollies stePhen et Frances Wilson-Fitzgerald, Joanna Bourke Corstorphine
manifestations must reflect the level of quality and attention to detail that defines
e laMadieu Beniya Mukayu Mr kazunari nakaMichi, Mrs sachiko nakaMichi Tobira Onsen Myojinkan Mr shigeyuki saito, Mrs MoMoyo saito
any Relais & Châteaux experience and be worthy of carrying our logo.
An effective, experience-rich brand must be communicated through materials that
are, in themselves, enriching experiences. The components of this Brand Book will
help everyone create those experiences, attracting more people to our brand and,
importantly the member properties within it.
RELAIS & CHATEAUX BRAND BOOK
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table of contents
The Manifestation of Our Brand
Over the past three years, as we have uncovered and defined the story of
Relais & Châteaux, we have developed specific pieces to share that story. With rich
language, graphic elements and evocative photography, these pieces, on their own
and when viewed as a collection, reflect the spirit of Relais & Châteaux and convey
Our Internal Storyline,
why we are unique. The elements of our story serve as the strategic foundation of our
introduced at our 2007
brand, and these pieces can serve as points of reference for years to come.
Congress, captures the
history of our association
and the Ideals of our
members, most notably
their personal commitment
to a way of being and a
level of service that unites
and defines them.
<link to pdf of internal
Storyline>
RELAIS & CHATEAUX BRAND BOOK
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table of contents
Our External Storyline,
introduced at our Congress
in 2008, celebrates the
“The Soul of the Innkeeper”
“A World of Experiences”
unique Experiences that
is a short film intended
is a short film for external
our guests enjoy at every
more for internal audiences,
audiences, bringing to life
Relais & Châteaux property
reflecting the personal
these Experiences through
across the globe.
generosity and passion for
rich images and music,
<link to pdf of external
hospitality that has always
immersing the viewer in
Storyline>
defined our members since
the essence of our brand.
our association started over
<link to external show>
50 years ago.
<link to internal show>
RELAIS & CHATEAUX BRAND BOOK
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table of contents
OUR STORY
As members of Relais & Châteaux, we represent a dazzling number of differences
—our languages, our countries, our personalities, our terroirs. Not one of us is the
same, and yet together our story, our journey, is unique and whole and precious.
This is our strength, and this is our truth.
All members require a common understanding of who we are, what we are about
and the sought-after position we hold in the world. Without diminishing our
personal distinctiveness, this understanding gives us a shared and consistent way
of communicating. In turn, this enables a cohesive way of acting, which is an
extremely powerful tool in today’s competitive marketplace.
Relais & Châteaux is a fellowship of different people in different destinations.
It is the traveller’s journey that unites all destinations. And it is the story that
resides in their memory which ensures that our fellowship endures.
RELAIS & CHATEAUX BRAND BOOK
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table of contents
Who We Are Not
1
2
RELAIS & CHATEAUX IS NOT
A CHAIN
3
The world of hospitality is
RELAIS & CHATEAUX IS NOT
filled with large corporations
JUST ABOUT HOTEL PROPERTIES
4
whose hotels and restaurants,
AND RESTAURANTS
RELAIS & CHATEAUX IS NOT
even “boutique” hotels, often
The essence of a Relais &
ABOUT MATERIAL LUXURY
5
operate under common
Châteaux experience is not
The term “luxury” is one of the
RELAIS & CHATEAUX IS NOT
conditions and procedures.
located in the property but rather
most overused labels in market-
FOR EVERYONE
There are many economies of
in the way it feels to be there. It is
ing today. It tends to be associ-
There are some people who want
RELAIS & CHATEAUX IS NOT
scale in this way of operating.
about activities and experiences.
ated with expensive products.
a predictable experience, the
THE 5Cs
But this is not who we are.
It is about people in places, about
But Relais & Châteaux occupies
same physical familiarity at every
The 5Cs - Courtesy, Charm,
Our brand, our promise, is to
how a host and a guest interact,
an enviable position that not
place; every amenity as expected;
Character, Calm, Cuisine - remain
be distinct.
and about the spirit that em-
even unlimited money alone can
the same required dishes on the
the quality standards of Relais
powers these interactions. What
provide. Ours is an experience
menu. True Relais & Châteaux
& Châteaux. But they no longer
makes Relais & Châteaux unique
beyond material luxury: peace of
guests are the ones who look
describe what is different about
in the world is our spirit, our
mind, tranquility and a deep, ex-
forward to discovering the
us. That difference lives in the
passion and our people. Only with
pansive experience of well-being.
nuances of each member’s
Five Ideals that we share and in
these qualities do our hotels and
Relais & Châteaux will always
different offering. Nor is Relais
the Experiences that we offer
restaurants shine.
inspire the language of luxury,
& Châteaux the home for every
our guests.
but we must be clear that it is not
good hotelier and chef. To be a
about the commodified luxury
member one must not only
of possessions, but rather of an
embrace the quality and spirit
experience beyond price.
of Relais & Châteaux but also
one must want to engage with
others of similar passions, and
be a part of something greater
than oneself.
RELAIS & CHATEAUX BRAND BOOK
12
table of contents
We are the collection of the world’s
remarkable, exceptional, storied places
finest hotels and restaurants. But behind
in the most wondrous corners of the
Why We Are
our members’ wonderful properties
world; they are facilitators of sensory-
Different
there exists something even finer, a
rich experiences that guests cannot
remarkable fellowship of people whose
have anywhere else.
passions are what makes these proper-
ties wonderful.
We are not a corporation or a chain.
We are a family. We are governed by
Relais & Châteaux is an organisation
our members who are themselves
that acts on behalf of the world’s finest
proprietors of Relais & Châteaux
hosts, each of whom has devoted their
properties. We have only one reason
lives to serving, to offering their guests
for being, and that is to promote the
exquisitely crafted experiences that
success of our members within the
define sublime; these are our members.
values and ideals that we share in
common. No other hospitality
Relais & Châteaux is, in truth, the
organisation in the world can make
owner, the chef, the general manager
these statements.
and all the staff behind all these
RELAIS & CHATEAUX BRAND BOOK
13
table of contents
Our Ideals &
Experiences
OUR IDEALS
Just as our organisation identified the 5Cs that define
our Quality Charter, we have identified Five Ideals
that capture the essential spirit of Relais & Châteaux.
These Ideals have been beneath the surface of our
association since the beginning of our association.
RELAIS & CHATEAUX BRAND BOOK
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table of contents
Our Ideals
1
2
FELLOWSHIP
To be a member of Relais &
3
Châteaux, one must have a
PERSONAL GENEROSITY
certain character and spirit that
As we continually tell and re-tell
4
stands behind and enlivens the
our story, the heart and soul of
SENSE OF PLACE
quality of the hotel or restaurant.
Relais & Châteaux must always
Relais & Châteaux is about people
5
and it is about places. Most
HARMONY
And one must want to be among
emanate from what some call the
distinctively and most crucially
The deep yet familiar rituals
others who share these passions.
Soul of the Innkeeper. “Innkeeper”
of hospitality can awaken
BEING
This is the Ideal of Fellowship. As
is a somewhat old-fashioned term
it is about people in places. The
the senses and bring our full
There is an art to living. It is
different as we may be from one
but we embrace it as a symbol
third Ideal of our association
awareness to a place and to
perhaps the simplest of all arts
another, we recognise in each of
of the personal touch that is in
ensures that the people who
our companions. Any ordinary
and the one most difficult to
us the true spirit of hospitality,
danger of being lost in our time.
come together in such places
moment can become a true
master. Yet we know that this is
the spirit of Relais & Châteaux.
A Relais & Châteaux innkeeper
fully appreciate where they are.
celebration. But every detail of
the art that our members, each in
Our places in the world celebrate
is one whose life is inseparable
service and the environment
their own unique way, practises.
where they are, so that those
from their hotel or restaurant,
must be aligned to a single
Their canvas is themselves, their
who arrive know they have been
who behaves with generosity in
harmonious expression, and
properties, and the guests who
sharing what they do with others,
somewhere special.
this Harmony is our Ideal.
accept their hospitality as part
and who inspires staff to embody
of the journey of their own lives.
passion, generosity and pride to
Our art de vivre inspires an Ideal
the same extent.
of Being.
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Our Ideals &
Experiences
OUR EXPERIENCES
Our Ideals shape the Experiences that our guests
feel each time they visit a Relais & Châteaux property.
It’s these Experiences that firmly distinguish us in the
marketplace, and in the hearts and minds of our guests.
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Our Experiences
1
2
THE PASSPORT OF FRIENDSHIP
The Fellowship among the
3
members of Relais & Châteaux
THE SOUL OF THE INNKEEPER
extends to our guests during
The true experience of Relais
4
their stay. While they are with
& Châteaux stems from the
THE TASTE OF THE LAND
us, our place is wholeheartedly
personal presence of the owner
Relais & Châteaux is about people,
A CELEBRATION OF
5
and it is about places. But even
THE SENSES
theirs. They may enter any one
or maître de maison of each
more than that, it is about people
Our Relais & Châteaux are dream
of hundreds of Relais & Châteaux
member property, and the
places for a romantic weekend or
AN AWAKENING TO
properties, but when they do,
distinctive spirit he or she helps
in places. Our maîtres de maison
for celebrating those significant
ART DE VIVRE
they will instantly know that they
instill in all staff. This spirit, more
draw upon their unique place
milestones in life: birthdays,
The fine art of living - art de vivre
truly belong. Simply by arriving
than anything else, is what crafts
on earth to bring its remarkable
anniversaries, honeymoons,
- is intimately linked to plea-
with an appetite for experience,
the unique character of each stay
flavours, its roots and its culture
family reunions. And for exactly
sure and enjoyment. Our goal?
they acquire not only the keys
in a Relais & Châteaux. No matter
to every guest. It might take a
the same reasons, our properties
To delight our guests and invite
to one remarkable property, but
how often our guests come to
lifetime to truly absorb the
are the perfect places to turn any
them to discover the pleasures
also a Passport of Friendship that
stay, each visit is reliably fresh
history and spirit of a particular
day into a lifetime memory. It is
of a “journey of awakening” in
gives them access to routes of
and faithfully astonishing.
place, but in a matter of hours,
from the moment of arrival, it is
the way all senses, all impressions
our properties. A journey indeed,
happiness all around the world.
possible to foster this experience
and all interactions combine to
because each of our properties
Les Routes du Bonheur.
of regional discovery for guests.
create a flawless representation
offers part of a dream, a detail
of the character and personality
which surprises guests and
of a property and its proprietor. In
transports them to a unique
this inspired dance of Quality and
universe. Art de Vivre, the Relais &
Spirit, each detail is so artfully
Châteaux way, is the enjoyment
choreographed or performed that
of discovery in places full of
cares drop away, and senses are
emotions. It is an experience
awakened, allowing one to fully
of luxury that exists beyond
savour the whole.
the material.
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2
OUR GUIDELINES
LANGUAGE
INTERNAL RALLYING CRY
EXTERNAL TAG LINE
VOICE
WORDS WE LIKE
WORDS WE DON’T LIKE
LOGO & COLOUR PALETTE
TYPOGRAPHY
VISUAL LANGUAGE
PHOTOGRAPHY
table of contents
LANGUAGE
The Relais & Châteaux brand is not conveyed solely through graphic
elements. It’s also through our language, our choice of words, where the
brand’s essence is conveyed. Our writing should reflect our Ideals and the
Experiences we offer. The tone should be warm and revealing, capturing
the uniqueness of that particular part of the world. The writing for Relais
& Châteaux should allow the reader to feel as if they are there, in the
exquisite chateau, or remarkable game reserve, or celebrated restaurant.
At Relais & Châteaux, we’re about people and we’re about places, but
most importantly we’re about people in places. The tone of writing should
celebrate the people your guests will meet and the experiences they
will have when they travel to our collection of the finest hotels and
restaurants in the world.
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LANGUAGE
INTERNAL RALLYING CRY
Our internal rallying cry reflects our celebrated uniqueness. To be used solely in internal
communications, it’s also effective when introducing new staff to a Relais & Châteaux property.
Each of our properties is distinct and celebrated in its location. And it’s precisely this individuality
that we all share and that makes us Relais & Châteaux.
United by What Makes Us Different
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LANGUAGE
EXTERNAL TAGLINE
Our tagline appears on all our external communications material. It celebrates our global reach,
while firmly establishing our uniqueness. This uniqueness is relevant on two levels. As a non-profit
organisation, Relais & Châteaux is distinct from any other group in the hospitality industry. But our
distinctiveness is driven by our members, with a unique destination in their own part of the world.
All Around the World,
Unique in the World
2
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When writing about time spent at a Relais & Châteaux property,
focus on the distinct, rather than on the expected. It’s the
experiences we offer and the people our guests will meet that
define the Relais & Châteaux brand.
When reviewing writing for external communications, ask yourself
Voice
if it reflects these five main characteristics.
PERSONAL Does the writing
that good writing speaks to the details.
transport you? It should make you feel
The area may be known for great wine,
like you are there, at the destination,
but it’s through the wine in your glass
having the experience. Once the writing
that you will experience it.
strays into the area of generalities, so
does the brand.
UNIQUE We are all around the world,
unique in the world. Our writing must
AUTHENTIC Does the writing give
convey the sense of individuality that is
you a sense that this experience or
alive in each one of our properties and
person or view or property is so distinct
in each one of our members.
to its location, that it couldn’t exist
anywhere else?
MOTIVATING When you read the
writing, does it inspire you to action?
INTIMATE Our experiences are
Does it make you feel like this destina-
personal, so it’s important to remember tion offers a must-have experience?
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LANGUAGE
WORDS WE LIKE
LOVE
GENTLE
Return
Savour
AT RELAIS & CHATEAUX, WE HAVE A UNIQUE
HARMONY
WELCOME
PERSPECTIVE ON A GUEST EXPERIENCE.
THUS THE WORDS WE USE TO DESCRIBE
HUMILITY
TIME SPENT WITH US ARE RICHER IN
RETREAT
EMOTION AND COMMUNICATE A SENSE OF
CARESS
EXPERIENCE
BEING THAT ALLOWS THE CARES OF THE
FRESH
DAY TO FALL AWAY. THE LIST OF WORDS ON
SHARING
THE RIGHT IS BY NO MEANS EXHAUSTIVE,
SURPRISE
BUT IT DOES GIVE YOU A SENSE OF THE
Reunion
DIFFERENCE GUESTS FEEL WHEN THEY
DANCE
ENTER OUR PROPERTIES. OUR LANGUAGE
REMEMBER
DELIGHT
DOES NOT FOCUS ON AMENITIES, RATHER
IMAGINATION
IT CELEBRATES THE SENSES.
Listen
Wine
COURTESY
SMILE
BREATH
ELEGANCE
PLEASURE
CONNECTION
HERITAGE
Discretion
HOSPITALITY
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LANGUAGE
WORDS WE DON’T LIKE
ALONE
CHAIN
Typical
Company
THE SENSUAL ASPECT OF A RELAIS &
PLANNED
CHÂTEAUX EXPERIENCE SHOULD ALWAYS
EXPECTED
BE THE PRIMARY INSPIRATION FOR VERBAL
Overstated
COMMUNICATIONS. OUR GUESTS SPEND
LUXURY
TIME WITH US BECAUSE WE ARE UNIQUE,
DISSONANCE
BECAUSE WE ARE DISTINCT, BECAUSE WHAT
STANDARD
WE OFFER IS NOT AN INDUSTRY STANDARD,
INDUSTRY
REGULAR
RATHER AN EXPRESSION OF DELIGHT IN
THE WORK WE DO AND THE WAY WE LIVE.
MANUFACTURE
Superior
IT’S FOR THESE REASONS THAT OUR
LANGUAGE MUST REFLECT OUR ATTENTION
GOURMAND
FALSE
TO DETAIL, AND STAY ABOVE THE MUNDANE,
DESIGNER
THE CORPORATE, THE EXPECTED.
AVERAGE
Trendy
COMMERCIAL
COMMON
ISOLATION
LEAVE
Expensive
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LOGO & COLOUR PALETTE
A logo and colour palette is the most direct way to visually communicate
a brand in the marketplace. The logo of Relais & Châteaux, with its fu-
sion of a butterfly and the fleur de lys, is distinctive. However the current
colour palette— gold, black and white— is not unique. In fact many lux-
ury lifestyle and hospitality brands also rely on this combination of colour
to communicate their quality. Because this combination is not defining,
consistent use of guidelines and an expanded visual language are essential
to contribute to the recognisability of the Relais & Châteaux brand.
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LOGO
CORRECT USAGE
The Relais & Châteaux logo has many strengths. It’s distinctive and memorable and the most
recent version has reflected the qualities of the organisation over the last two decades it’s been
in use. To ensure that the logo remains a strength for the organisation, it’s essential that every
piece of communications treat the symbol in the same manner, for visual consistency.
PRINTING THE OFFICIAL
Special Applications
1
RELAIS & CHÂTEAUX LOGO
In certain circumstances, added printing effects
such as embossing may be applied to the logo.
1. If you choose gold foil (recommended), the
The colour guidelines would still apply with
logo can be fully treated in one colour.
the addition of a subtle embossing treatment,
2. If you choose standard printing methods,
never debossed. Another acceptable alternative
the symbol in gold and the wordmark prints
for rare exceptions would be a complete blind
in grey.
emboss on white paper with no printed ink.
3. for black and white documents, the ‘grey and
black’ version of the relais & châteaux logo
Paper Stock Selection
can now be used.
2.
Relais & Chateaux materials should never be
printed on uncoated paper. The option of gloss
TYPOGRAPHY
varnish coated or matte varnish coated are both
acceptable. A satin finish is the desired quality.
The typography for the logo Is Palatino Light.
Printed capital Letters are to be used.
3.
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LOGO
SIZE REQUIREMENTS
SIZES OF THE RELAIS & CHATEAUX LOGO TO BE USED for standard documents:
GOLD FOIL (recommended)
Api foils: LUXURY GOLD 4003
Kurz:
LUXOR 385
30
mm
30 mm
40 mm
OR GOLD
SPOT COLOUR
Pantone Ref. : 872 C
GOLD “COLOUR”
Pantone Ref. : 872 C
Four-colour printing Ref. :
C40/M43/Y84/K0
40 mm
GREY
TEXT
Square logo:
Pantone Ref. : 431 C
Four-colour printing Ref. :C11/M1/Y0/K64
MINIMUM SIZE OF THE LOGO:
If the square logo has a size of less than
20x20mm, references are:
26,5 mm
Pantone Ref. : 432 C
14 mm
Below these sizes,
Four-colour printing Ref. :C23/M2/Y0/K77
the logo may not be used:
For the one-line logo:
of any size, references are:
26,5 mm
Pantone Ref. : 432 C
14 mm
Four-colour
printing Ref. :C23/M2/Y0/K77
GREY LOGO (may only be used on black
and white documents)
Fleurs de Lys: Black 50%
Text and rules: Black 100%
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LOGO
PRIMACY OVER OTHER LOGOS
TOO SMALL:
TOO CLOSE:
PRINCIPLE
The fundamental principle is that the
Relais & Châteaux logo has primacy over
the other membership logos of member
PARTNER
PARTNER
ASSOCIATED
properties.
ASSOCIATED
LOGO
LOGO
Membership logos are logos of hotel
organisations which are compatible
with Relais & Châteaux, professional
federations, fellowships, professional
organisations and in general all
distinctions, accolades, awards.
PERFECT:
PROCEDURE
The Relais & Châteaux logo must be twice
the size of the other membership logos.
No other membership logo may be placed
at a distance of less than the width of the
Relais & Châteaux logo.
Width
of the logo
PARTNER
The member must in all cases submit any
½ logo
ASSOCIATED
proposal to use the Relais & Châteaux logo
together with other membership logos to
LOGO
the head office of Relais & Châteaux.
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LOGO
ALTERNATIVES
GENERAL CASE:
LOGO ON WHITE OR LIGHT BACKGROUND
The official logo of Relais & Châteaux is printed in line with
technical specifications mentioned on the previous pages.
IN THE EVENT OF A DARK BACKGROUND
IN THE EVENT OF A SHADED
If the logo is used on a dark background,
BACKGROUND If the background colour
the mention of “RELAIS & CHÂTEAUX” in
is shaded, the choice of black or grey to
white is recommended to ensure better
mention “RELAIS & CHÂTEAUX” is decided
legibility.
by the head office or the international
offices of Relais & Châteaux.
THE USE OF THE LOGO IN ANY ONE OF THE
FOLLOWING CASES REQUIRES THE APPROVAL
OF THE COMMUNICATION DEPARTMENT OF
THE RELAIS & CHATEAUX HEAD OFFICE:
Original logo
White logo
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LOGO
THE BUSINESS CARDS
CORPORATE
90 mm
90 mm
FRONT
FRANÇOIS DE BAUSSET
HÉLÈNE COUSTEAU
Président International
Responsable de la Maison Relais & Châteaux Paris
Chairman of the Board
Maison des Relais & Châteaux Paris Manager
Maison des Relais & Châteaux
15, rue Galvani - 75017 Paris - FRANCE
33, bd. Malesherbes - 75008 Paris - FRANCE
Tél. + 33 (0)1 45 72 90 03 - Fax +33 (0)1 45 72 90 24
Tél. + 33 (0)1 58 18 60 24 - Fax +33 (0)1 40 06 04 35
j.tapies@relaischateaux.com
m.pellerin@relaischateaux.com
90 mm
90 mm
MARIE ROY
BILL CHALMERS
Responsable Développement Produits
Assistante Commerciale - Sales Assistant
Products Development Manager
Maison des Relais & Châteaux
15, rue Galvani - 75017 Paris - FRANCE
33, bd. Malesherbes - 75008 Paris - FRANCE
Tél. + 33 (0)1 45 72 90 08 - Fax +33 (0)1 45 72 90 30
Tél. + 33 (0)0 00 00 00 00 - Fax +33 (0)0 00 00 00 00
f.reboul@relaischateaux.com
equissequat@relaischateaux.com
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LOGO
THE BUSINESS CARDS
90 mm
90 mm
CORPORATE
BACK
relaischateaux.com
relaischateaux.com
90 mm
90 mm
relaischateaux.com
relaischateaux.com
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COLOUR PALETTE
PRIMARY
Relais & Châteaux has a distinct colour palette. Its consistent use allows us to define our
brand and create a defining look and feel across all our communications material.
PANTONE 872 C
PANTONE 431 C
PANTONE Black C
White
PRIMARY COLOUR
PALETTE The four colours
of our primary palette
define the brand. Use the
black and grey for use with
text. The white is used for
white space and the gold
offers a level of elegance
and decoration.
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TYPOGRAPHY
Typography is a craft. It serves two essential purposes: to allow the
message to be easily read while complementing the message itself. This
balance of form and function is at the heart of our choice of typefaces.
Given the multiple media and languages across which Relais & Châteaux
communicates, our new typefaces serve to both complement the classic,
handcrafted essence of the brand, as well as delivering a functional,
contemporary typeface that works in tandem with it. The result is a
powerful combination that communicates both the contemporary and
traditional aspect of the Relais & Châteaux brand.
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TYPOGRAPHY
SERIF
GOUDY
G
oudy is considered one of the most legible typefaces
available. Its serif typeface makes it suitable for both text
and display use. It is a graceful, balanced design, enhanced
with few flourishes such as the upward curve of the “g” and
the diamond shape dots of the “i” and “j”. It also displays
an element of calligraphy, such as in the formation of the
“Q”. It’s these quiet, hand-crafted elements that make it
an ideal typeface for the Relais & Châteaux brand.
g
The Goudy typeface was created in 1916 by Frederic Goudy
(1865 - 1947), an American type designer. Through his
career, he created over 120 typefaces.
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TYPOGRAPHY
SERIF
GOUDY
REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()_+{}:;”<>?/~
GOUDY
ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()_+{}:;”<>?/~
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TYPOGRAPHY
SANS SERIF
VISTA SANS
V
ista Sans is a contemporary, sans serif typeface that is both well
crafted and functional. Its gentle swashes and large x-height make it
an accessible sans serif font that is at home in a variety of settings.
Chosen for its use across multiple digital media formats, Vista Sans
is a strong utilitarian typeface. The subtlety and attention to detail
embedded in the typeface offer a contemporary demonstration of
modern craftsmanship.
Vista Sans was designed by Xavier Dupré, a French typography artist
born in 1977. He has collaborated on and created many typefaces. He
won a certificate of typographic excellence from the New York Type
v
Directors Club in 2004, for Vista Sans.
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TYPOGRAPHY
SANS SERIF
VISTA SANS
BOOK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()_+{}:;”<>?/~
VISTA SANS
LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()_+{}:;”<>?/~
VISTA SANS
REGULAR ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()_+{}:;”<>?/~
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TYPOGRAPHY
BILINGUAL TREATMENT
Bilingual text offers many challenges. Translations often run at different lengths, presenting layout
limitations, so consistent bilingual treatment is essential to take care of your reader. By setting up
your design effectively, you remove any question in the reader’s mind as to which text they should
focus on. The result is one less barrier to enjoying the writing and fully immersing themselves in
your communications.
PRIMARY LANGUAGE
SECONDARY LANGUAGE
Raestrud min verit eugue velis nonsent
Raestrud min verit eugue velis nonsent
There are two ways to
iriuscip eugiamcommy elnim iriure tet
iriuscip eugiamcommy elnim iriure tet ul-
effectively distinguish the
ullutation vel in henim eum dolobor
lutation vel in henim eum dolobor percilit
languages in your text.
One option is to use the
percilit lore aeumsan ut wisim dolo-
lore aeumsan ut wisim doloboreet prat
serif typeface for your
boreet prat aliquis nim essis dolor iusto
aliquis nim essis dolor iusto etodiat. Rud
primary language and
etodiat. Rud el utetuercin vullamet ut-
el utetuercin vullamet utpating essequip-
reserve the sans serif for
pating essequipit, quis aliqiouisit venisi.
it, quis aliqiouisit venisi. Olore faccum in
your secondary language
— ensuring you use equal
Olore faccum in henim dolore verci bla
henim dolore verci bla facilla feum vel
weights with both.
facilla feum vel doleseq uissisi. Et adi-
doleseq uissisi. Et adiamet nonse feuis ex
Alternatively you could
amet nonse feuis ex elese tat, quat.
elese tat, quat.
use the serif typeface for
both languages, defining
the secondary one in grey,
Rud el utetuercin vullamet utpating
Rud el utetuercin vullamet utpating
to stand out from the
essequipit, quis aliqiouisit venisi. Olore
essequipit, quis aliqiouisit venisi. Olore
primary language printed
faccum in henim dolore verci bla facil-
faccum in henim dolore verci bla facilla
in black.
la feum vel doleseq uissisi. Et adiamet
feum vel doleseq uissisi. Et adiamet nons
nons ex elese tat, quat.
ex elese tat, quat.
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VISUAL LANGUAGE
An effective visual language is built on many components. For a brand
like Relais & Châteaux, the visual language needs to project a sensitive
balance between a highly elegant and classical history, and a contemporary
global luxury market. The repeated use of distinctive visual elements
provides a platform for attributes that the consumer can come to under-
stand. These attributes reflect the quality of the experience that guests
anticipate at each member property. There is a language to the art of
living. The selected visual elements communicate that art of living in
a contemporary, distinctive and immersive manner.
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VISUAL LANGUAGE
WHITE SPACE
White space plays as important a role in design as other more visible attributes. White space, or
the space that allows the page to breathe, demonstrates that what isn’t there can often have
the greatest impact. The sense of openness it instills reflects elegant sensibilities and allows the
viewer’s eye to have a comfortable, calming experience. White space serves to provide a focus and
elevate the sense of importance of the content on the page.
Le Goût dU LieU The TasTe of The land
3
« on poUrrAit iMAGiner Les reLAis & ChÂteAUX CoMMe Une
tres beLLe bibLiotheQUe A LA FrAnÇAise CoMposee d’oUvrAGes
de GrAnde QUALite AYAnt toUs Le MeMe titre : « AU bonheUr
de vivre ». ChAQUe AUteUr A evideMMent son propre stYLe et
rAConte son « bonheUr de vivre » A sA MAniere AveC sA MAison,
son environneMent nAtUreL et CULtUreL, ses GoUts, ses
pA s s i o n s M A i s t o U j o U r s Av e C s o n CŒU r . »
oliVier roellinGer, Grand cheF relais & châTeaux — les Maisons de BricourT, France
Adding a generous
Le Goût du Lieu
proportion of white space
The TasTe of The land
gives the eye a focal point
Relais & Châteaux, ce sont des
relais & châteaux is about
personnalités et des lieux. Mais
people, and it is about places.
on the spread.
bien d’avantage, ce sont des
But even more than that, it is
personnalités dans des lieux.
about people in places.
Dans nos établissements,
our maîtres de maison draw
chaque maître de maison
upon their unique place on earth
éprouve le plaisir de partager
to bring its remarkable flavours,
son attachement à ses racines,
its roots and its culture to every
à sa culture, à son terroir.
guest. it might take a lifetime
Une vie entière est parfois
to truly absorb the history and
nécessaire pour assimiler
spirit of a particular place, but
réellement l’histoire et l’esprit
in a matter of hours, from the
d’un lieu, mais il suffit de
moment of arrival, it is possible to
quelques heures à nos maîtres
foster this experience of regional
de maison pour transmettre
discovery for guests. this sense
cette expérience à leurs
of place, this “terroir” is expressed
clients. Le terroir trouve son
in architecture, décor, landscaping,
illustration dans l’architecture,
spa, service and entertainment.
la décoration, le jardinage, les
however, terroir comes to life
spas mais aussi dans l’accueil
most notably in the culinary
ou encore le divertissement.
experiences of each meal. and
Cependant, ce terroir s’incarne
no one understands this more
de façon encore plus forte à
than the elite grands chefs of
l’occasion de chaque repas.
relais & châteaux - those 150-
Et personne ne le comprend
plus master chefs recognised
mieux que les Grands Chefs
around the world for their
de Relais & Châteaux, plus
brilliance, creativity and ability
de 150 chefs de réputation
to artfully bring a region to life
mondiale, renommés pour
through cuisine.
leur brio, leur créativité et
leur capacité à donner vie à
relais & châteaux is the best
leur région et à leurs racines
way to discover the world.
à travers leur cuisine.
Relais & Châteaux constitue
la meilleure façon de découvrir
le monde.
25
If the page has three columns in the grid, don’t feel
that you need to fill the page. Let the page breathe.
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VISUAL LANGUAGE
RULES
The effective use of rules is a classic and elegant way to separate and frame content. Rules help to
provide a system of hierarchy of information. When used correctly, they can add a unique quality to
the visual language of communications. Rules are experiencing a resurgence today and can be seen
in many award-winning magazines, such as Monocle. They demonstrate a contemporary approach
to graphic design.
L’ Â M e d e L’ AU b e r G i s t e T h e s o u l o f T h e i n n k e e P e r
2
Rules can be used as a
framing structural device
for the page.
L’Âme de l’Aubergiste
Don’t think of the rule
The soul of The innkeePer
as simple a horizontal
« Aubergiste » est un terme
L’expérience de Relais &
“innkeeper” is a somewhat
the relais & châteaux experience
quelque peu désuet mais il
Châteaux doit être réinventée
old-fashioned term, but we
must be created anew each
est pour nous le symbole
à chaque instant et répondre
embrace it as a symbol of the
moment, responding to the
device. A vertical white
de ce cachet personnel si
d’une manière unique à la
personal touch that that goes
unique character of each guest.
menacé à notre époque. La vie
situation et au client. Chaque
well beyond what is simply in
each experience is “made-to-
rule can also assist in
d’un aubergiste de Relais &
expérience est individuelle,
fashion. a relais & châteaux
measure”. Within the world of
Châteaux est indissociable de
« faite à la main ». Dans
“innkeeper” is the proprietor or
our maîtres de maison, “good
son établissement. Il partage
l’univers de nos aubergistes,
maître de maison whose life and
enough” is never good enough.
structuring the page and
généreusement son projet
« suffisamment bien » n’est
work are inseparable from their
their remarkable gift for giving
avec d’autres, il incite ses
jamais assez bien. Leur talent
establishment, who behaves
is authentic, sincere and true to
collaborateurs à témoigner
exceptionnel pour donner
with generosity in sharing what
themselves. it never becomes
separate photographic
la même passion, la même
et partager est authentique,
they do with others, and who
routine. it cannot be mass-
générosité et la même fierté.
sincère et réel. Il ne peut
inspires staff to embody passion,
produced. it follows no set
être produit en masse.
generosity and pride to the
formula, yet one can depend on
elements. This rule can
La présence personnelle de
Il ne suit aucune formule
same extent.
it. it astounds and delights - in a
votre hôte, c’est-à-dire aussi
predictably unpredictable way.
la présence palpable de sa
préétablie, et pourtant,
the personal presence of your
also appear in gold.
personnalité et de sa vision
l’on peut en dépendre. Il
maître de maison - including
qui se retrouvent dans tous les
étonne et ravit, et sera très
the palpable presence of his or
aspects de l’établissement et
certainement imprévisible.
her personality and vision in
de l’expérience de votre séjour,
every aspect of the property and
constitue la clé de voûte de
throughout your stay - is the sine
Relais & Châteaux.
qua non of relais & châteaux.
« LA presenCe et LA vision de L’AUberGiste
dAns toUs Les AspeCts de L’etAbLisseMent
Ainsi QUe LA sAtisFACtion dU CLient -
sont Les Conditions sine QUA non
de reLAis & ChÂteAUX. »
roBerT GaGnon—
l’eau À la Bouche, canada
The double rule provides added decoration
and a sense of classic elegance.
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VISUAL LANGUAGE
GRID SYSTEM
A well-designed grid system is the foundational infrastructure for the visual language of communications.
Its purpose is to create clarity in the messaging. When done effectively, it provides balance in the division
between the graphic elements, and contributes to the accessibility of the information. The look and feel
of Relais & Châteaux has a strong, effective grid system.
love
amour
Return
Retour
welcome
bienvenue
retreat
retraite
experience
expérience
sharing
partage
Reunion
Réunion
remember
souvenir
imagination
imagination
Wine
Vin
Relais & Châteaux, c’est
relais & châteaux today consists
sourire
aujourd’hui des centaines de
of hundreds of remarkably
smile
lieux remarquables dans 55 pays
individual places in 55 countries
et sur 5 continents. Et chaque
on five continents. every year we
plaisir
année, nous en accueillons
welcome new additions to our
pleasure
de nouveaux, au sein de la
family in pursuit of adventure.
romarin
famille Relais & Châteaux,
For us, there is no greater gift we
rosemary
poursuivant ainsi l’aventure...
can give than our place in your
Pour nous, il n’y a pas de plus
hearts forever.
Discretion
Discrétion
belle offrande que le souvenir
doux
de nos maisons à jamais gravés
gentle
dans vos cœurs.
Pétales de rose
Rose Petals
harmony
harmonie
humility
humilité
caress
caresse
fresh
frais
surprise
suprise
Nous ne pouvons faire
dance
danse
de plus beau cadeau que
delight
joie
d’enraciner nos lieux dans
votre cœur pour toujours.
Listen
Ecoute
courtesy
courtoisie
there is no greater gift we can give
than our place in your hearts forever.
breath
respiration
elegance
élégance
heritage
heritage
hospitality
hospitalité
27
35
The grid system is being used as
a vertical organizer to separate
imagery from text areas, allowing
A strong use of the grid is a simple, classic way
the reader to better access the
to manage the bilingual elements of the Relais &
information.
Châteaux communications materials.
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VISUAL LANGUAGE
IMAGERY
It’s essential to employ a varied approach to the display of photography. The variety conveys a
richness and diversity of experience. For Relais & Châteaux, consider your photography as the hero, as
it can immediately elevate the effectiveness of your communications. The compositional language of
Relais & Châteaux photography is a sensual combination of people, places and experiences.
Consider using slices
« ... LA beAUté noUs toUChe et
noUrrit notre espoir LorsQU’eLLe
noUs trAnsporte AU-deLÀ des MoMents
of images from
ordinAires et noUs rApproChe ... »
John o’donohue — PoèTe eT ÉcriVain
different aspects of a
property to collectively
create a richer, more
layered feeling than
any one photograph
could evoke.
“PeoPle say that What We’re all seeking is a
Meaning For liFe. i don’t think that’s What
We’re really seeking. i think that What We’re
seeking is an exPerience oF Being aliVe… so
that our Physical exPeriences Will resonate
Within our innerMost Being…so that We
actually Feel the raPture oF Being aliVe.”
JosePh caMPBell, auThor — The Power of MyTh
44
45
42
There are various ways of displaying photography.
A gorgeous full-bleed draws the reader into the image
and immerses themselves in the moment.
Rencontrez-les. Faites leur connaissance.
Nous serions ravis de vous présenter.
Laissez-les enrichir votre voyage.
Meet them. get to know them.
We would be delighted to introduce you.
let them enrich your journey.
The grid use with imagery allows you to convey
the sense of a collection of people and experiences.
The structure invites the viewer to linger over the
photographs in an organised way.
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VISUAL LANGUAGE
SPECIAL FEATURES
In addition to the elements discussed, a prudent use of special symbols and motifs will elevate the
visual language of your communications. Because these are special, it’s important that they not be
overused. They layer a sense of craftsmanship in the communications and can contribute to a
specialised graphic approach.
The Passport
of Friendship
The Fellowship among the members of Relais & Châteaux extends to our
guests during their stay. While you are with us, our place is wholeheartedly
yours. You may enter any one of hundreds of Relais & Châteaux properties,
but when you do, you will instantly know that you truly belong. Simply by
arriving with an appetite for experience, you acquire not only the keys to one
remarkable property, but also a Passport of Friendship that gives you access to
L’ E X P é R I E N C E Q U E N O U S O F F R O N S
routes of happiness all around the world. Les Routes du Bonheur.
Unis par ce qui nous rend uniques
1
Le lien qui existe entre les
membres de Relais & Châteaux
the exPerience We oFFer
se tisse aussi avec nos clients lors
de leur séjour. Poussez la porte
united By What Makes us diFFerent
d’un de nos établissements et vous reconnaîtrez instantanément l’atmosphère unique
d’un Relais & Châteaux. Entrez dans nos maisons avec curiosité et vous accéderez
à un lieu dévoilant une multitude de possibilités. Et au delà, vous découvrirez que
chaque Relais & Châteaux suscite l’envie de découvrir le suivant et ainsi de suite...
Le Passeport de l’Amitié, c’est un accès aux Routes du Bonheur à travers le monde.
Le Passeport
de l’Amitié
2
The decorative flourish has been developed to add a layer of texture
The use of the butterfly, inspired by the logo, has become
to the communications. It should be used rarely, as a special feature
an icon of the brand, and reflects the uniqueness of the
only, and in the most subtle fashion, as demonstrated here. In this
members and their properties. The shape and quality of
case, the tone-on-tone effect was created through the balance
the butterfly should be used sparingly.
of printed varnish treatments. The gold background was printed
metallic gold with a matte finish. In contrast, the flourish motif is
highlighted with a gloss varnish to create a subtle reflective quality.
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PHOTOGRAPHY
Photography has a way to immerse the viewer in the moment and
transport them to a location and a mood in a way that other graphic
elements cannot. In an industry driven by images of empty rooms and
generic amenity experiences, Relais & Châteaux must differentiate itself
by displaying a highly authentic and personal connection through its
use of photography. Relais & Châteaux is about people and it’s about
places but importantly it’s about people in places, thus its photography
must consistently reflect the brand attributes of authentic people, places
and experiences. It’s through defining, distinctive imagery that Relais &
Châteaux can be defined in the minds of current and potential guests.
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PHOTOGRAPHY
PORTRAITURE
To effectively and consistently reflect the Soul of the Innkeeper, which is so defining for the Relais
& Châteaux brand, it’s essential that portrait photography reflects the spirit and the energy of the
member and his or her team. Photography must be taken on location, in an authentic situation. It
must convey their warmth and accessibility. It should feel casual, natural and welcoming. If they
are not comfortable posing for a portrait, consider capturing them in their work environment,
where they will be more relaxed.
Never photograph
members in a studio.
Always place them in
their own environment.
As many member properties are family owned,
wherever possible, portray the groups of people.
Often collectively their body language can convey
Portraiture does not need to be posed
a warmth that no individual could demonstrate.
images, facing front. It can capture the
member in his or her work situation.
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PHOTOGRAPHY
STILL LIFE & FOOD
No Relais & Châteaux experience can be separate from its cuisine, thus enticing, inviting food and
still life photography is an essential component of our brand. The photography must capture the
contemporary presentation of the food. Be subtle with the styling and avoid anything overly
contrived and that no longer looks authentic. Remember to convey the terroir. When looking for still
life inspiration, details of flowers, a tabletop or a decoration can create a jeweled mosaic of imagery.
A selective depth
of field is an effective
way to both capture
the overall atmosphere
while focusing the
eye on one specific
element.
For still life or detail imagery, employ
unexpected angles that capture details
Food should be presented in a natural setting,
of an element.
as it is experienced. The presentation should be
simple and authentic.
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PHOTOGRAPHY
ARCHITECTURE & INTERIORS
Photography focusing on a building or property must, above all, convey a sense of place. The images
must transport the viewer to that precise location, so avoid images that are non-defining. Limit or
avoid images of empty rooms and spaces, as they create a sense of isolation and lack the energy
and welcome of our members’ properties. Whenever possible, include hosts, staff and others, to add
warmth to the images. Use sophisticated prop styling that evokes a sense of welcome. Good lighting
is essential. It may be enhanced, but must be natural looking.
With interiors, consider
capturing a unique
perspective — one that
could only exist in this
property. The angle can
create a sense of acces-
sibility, allowing the
viewer to put themselves
in the space.
Use evening or night photography to add
an elevated sense of drama to an image and
The style of architecture can determine
capture the mood of the property.
the way in which a building can and should
be photographed.
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PHOTOGRAPHY
SERVICE & AMENITIES
Just as with architecture and interiors, photography of service and amenities must convey a sense
of personality and warmth. If photographing a wine bottle, consider having it presented, so the
viewer feels both the sense of service, as it’s in a person’s hands, and a sense of invitation. Avoid the
staid images of white glove service. Instead, capture the warmth of the people who create the feeling
of welcome. Just as with portraiture, service and amenity shots are most successful when they are
natural, show real people in real situations and are, above all, authentic.
Service shots work best
when they are candid,
natural moments.
Amenities come to life when presented
Service and amenity imagery does not need to be solely
through the hint or suggestion of a person.
of people performing specific tasks, rather can be reflected
through the personality of the people and place.
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PHOTOGRAPHY
LIFESTYLE & EXPERIENCES
Photography that celebrates experience and communicates the lifestyle aspect of time spent at a Relais
& Châteaux property should always convey a sense of lightness and happiness. The photography must
feel authentic, and capture natural activities, and, where possible, candid moments. The goal is to give
the viewer a glimpse into the time spent at the property. Thus it’s essential to avoid unnatural poses and
forced set ups, as the sense of accessibility and authenticity is destroyed. In addition, strive for a young
and contemporary style, as it’s through this youthfulness that energy and spirit is expressed.
Lifestyle and experience
photography succeeds
when it places the viewer
in the location.
Lifestyle photography can be used to convey
Experience-based imagery should
a celebration of the senses.
evoke a sense of playfulness, inviting
the viewer into intimate moments.
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3
MEMBERS’ GUIDE
THE BENEFITS OF OUR COLLECTIVE
BRINGING OUR EXPERIENCES TO LIFE IN OUR COMMUNICATIONS
HOW TO SELECT A PHOTOGRAPHER
HOW TO SELECT A WRITER
HOW TO SPEAK TO THE PRESS
LOGO & COLOUR PALETTE
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THE BENEFITS OF OUR COLLECTIVE
Relais & Châteaux is an association unique in the world of hospitality. We
are built on the individuality of our properties and the people who make
up our membership. Individually we are strong. As a collective we are even
stronger. We are United By What Makes Us Different. To preserve and
enhance the benefits of our collective, it’s essential that we maintain each
property’s uniqueness while firmly establishing our connections and sense
of Fellowship that are at the heart of our membership. We are connected
to each other through our Ideals and Experiences. Our communications
should also be connected, enabling people to clearly recognise our ties to
each other and Relais & Châteaux. When multiplied across every property
in our membership, this collective focus elevates and benefits us all.
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The unique experiences that our guests have at any one of our
properties contribute to our place in the world of hospitality, so
it’s essential that we reflect these experiences effectively and
consistently in our communications material.
Remember that while other hotels
When describing your property,
and restaurants compete on ame-
include specific examples of the Taste
nities, we define ourselves by our
of the Land that makes it unlike any
Bringing Our
experiences and our collective pursuit
other destination.
of art de vivre.
the Soul of the Innkeeper should
Experiences
focus on the feeling of being at your
clearly and vividly come to life.
to Life in Our
property and meeting the remarkable
the deep sense of Fellowship that
people who make it unique in the
exists between our members, and that
Communications
world.
inspires the Passport of Friendship
Guests at your property will experi-
means that guests will experience
ence an Awakening to Art de Vivre.
a consistent sense of belonging as
Communications should create an
they journey throughout the world of
expectation of discovery, learning and
Relais & Châteaux.
experiencing new things.
We offer experiences that are unique.
Highlight the Celebration of the
These experiences should be celebrated
Senses— the tastes and smells and
in our communications.
sounds and sights that come alive
when guests immerse themselves in
your property.
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Finding the right photographer is the first step in developing
immersive, defining and authentic imagery. Below are some tips
to choosing the one that will be able to capture the sense of place
and the exceptional experiences that are unique to your property.
When choosing a photographer
When choosing the people to
to capture your property through
photograph, select those with warm,
images, determine the style of
inviting, attractive faces. Include a
photography you are seeking.
diversity of people..
Some specialize in journalism-style
USAGE FEES All photographers
How to Select
photography. They will focus on many,
charge a usage fee. When you hire a
a Photographer
candid, authentic images that capture
photographer, you are paying for his or
a moment in time.
her day rate and that of any assistants
they may need. What is not included
Still-life and food photographers
is the usage of their images. They own
establish and refine the lighting
the rights to the images, unless you
to create texture and shadow that
purchase them. Usage fees vary by how
reflect particular elements. They may
often the image will be use, and in what
take just a few, precise images.
medium. For example, use on the web is
Know what you are looking for and
much more expensive (because its
don’t expect a photographer known
audience is potentially limitless) than
for one style of work to be able to
usage in a print piece that is only
transition to another style.
locally distributed. If you wish to use
focus on authenticity, and ways
the images more than a few times, we
to convey the uniqueness of your
recommend negotiating a buy-out rate
property and cusine.
from the photographer. This is a more
expensive approach up-front, but can
Seek warm, people-oriented shots.
save a lot of money and the challenges
Show moments of connecting with
of licensing fees down the road.
staff and services.
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Writers are as different as Relais & Châteaux properties themselves.
Some prefer short, pithy writing, others long-form writing. Below
are some tips to choosing a writer who can transcend expected
phrasing, to craft authentic, ownable language for your property.
When reviewing a writer’s work, look
Take the time to read samples of the
for a variety in their language. If the
writer’s work. Do you enjoy their
samples you read start to sound like
style? Does it hold your attention?
How to Select
each other, so will their writing for
Remember, what is obvious to you
your property.
a Writer
may not be obvious to someone
Look for a writer who can capture
who is just arriving. Spend time
the feel of your property. If they have
with the writer to ensure he or
too much personality weighing down
she understands what makes your
every phrase, then they are putting
property so special.
themselves into the work, and not
Share other communications pieces
allowing the property to be the hero.
that you like, or other Relais &
If you are placing an ad, consider
Châteaux pieces, to give them a sense
a copywriter, one who is used to
of the tone and voice you are seeking.
delivering short, memorable phrasing.
If you are looking for experience-rich
language, consider a travel writer,
who can layer experiential elements
in their writing, giving a better sense
of the feel of your property.
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We have a unique perspective on a guest experience, thus the words
we use are richer in emotion and communicate a sense of being that
allows the cares of the day to fall away. Our language does not focus
on amenities, rather it celebrates the senses.
LOVE
GENTLE
Return
Savour
HARMONY
WELCOME
HUMILITY
Words
RETREAT
we like
CARESS
EXPERIENCE
FRESH
SHARING
SURPRISE
Reunion
DANCE
REMEMBER
DELIGHT
IMAGINATION
Listen
Wine
COURTESY
SMILE
BREATH
ELEGANCE
PLEASURE
HERITAGE
CONNECTION
HOSPITALITY
Discretion
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Our guests spend time with us because we are unique, because we
are distinct, because what we offer is not an industry standard, rather
an expression of delight in the work we do and the way we live. Our
language must reflect our attention to detail, and stay above the
mundane, the corporate, the expected.
CHAIN
ALONE
Company
Typical
Words we
EXPECTED
PLANNED
don’t like
Overstated
LUXURY
DISSONANCE
STANDARD
INDUSTRY
REGULAR
MANUFACTURE
Superior
GOURMAND
FALSE
DESIGNER
AVERAGE
Trendy
COMMERCIAL
COMMON
ISOLATION
Expensive
LEAVE
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One of the best ways to distinguish ourselves and elevate the
awareness of our unique place in the world is through the press.
Press carries with it a sense of authenticity and truth, which
purchased media, such as advertising, cannot.
When speaking with any member of
Discuss your membership in Relais
the press, remember to make use of
& Châteaux, conveying how it
the opportunity to drive interest
benefits you both personally and
in your own property.
professionally.
In additon, every press contact
as you talk about your relationship
also offers you the chance to talk
with Relais & Châteaux, remember the
How to Speak
about your membership in Relais &
elements of our Story and think about
Châteaux.
how you can share them. In particular,
to the Press
consider the following points to
before speaking to the journalist,
communicate.
know what kind of an article he or
she is writing —feature-length or
1. Relais & Chateaux is not a chain;
rather it’s an association of the world’s
shorter?—and where the article is
finest hoteliers and chefs.
running.
2. Relais & Châteaux is a collection of
Research the journalist. What have
the world’s finest hoteliers, chefs and
they written before? Do they have
restaurateurs, each utterly unique, but
a consistent perspective? Knowing
all sharing similar passions and beliefs,
what they are looking for helps you to
all providing inspiration and support to
each other.
benefit from their voice.
3. The members of Relais & Châteaux
Have the journalist visit your property
are all owners or managers who
and experience it first-hand. Time
personally participate in the
spent at your property will inspire
governance of the association.
long-form writing that is immersive
4. While the association’s roots are in
and experience-rich.
France, its nearly 500 properties now
span 58 countries around the globe.
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LOGO & COLOUR PALETTE
A logo and colour palette is the most direct way to visually communicate
a brand in the marketplace. The logo of Relais & Châteaux, with its fusion
of a butterfly and the fleur de lys, is distinctive. However the current colour
palette— gold, black and white— is not unique. In fact many luxury
lifestyle and hospitality brands also rely on this combination of colour
to communicate their quality. Because this combination is not defining,
consistent use of guidelines and an expanded visual language are essential
to contribute to the recognisability of the Relais & Châteaux brand.
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LOGO
CORRECT USAGE
The Relais & Châteaux logo has many strengths. It’s distinctive and memorable and the most
recent version has reflected the qualities of the organisation over the last two decades it’s been in
use. To ensure that the logo remains a strength for the organisation, it’s essential that every piece
of communications treat the symbol in the same manner, for visual consistency. The use of the logo
itself indicates membership. Never add a “member of” reference with the logo.
1.
PRINTING THE OFFICIAL
Special Applications
RELAIS & CHÂTEAUX LOGO
In certain circumstances, added printing effects
such as embossing may be applied to the logo.
1. If you choose gold foil (recommended), the
The colour guidelines would still apply with
logo can be fully treated in one colour.
the addition of a subtle embossing treatment,
2. If you choose standard printing methods,
never debossed. Another acceptable alternative
2.
the symbol in gold and the wordmark prints
for rare exceptions would be a complete blind
in grey.
emboss on white paper with no printed ink.
3. for black and white documents, the ‘grey and
black’ version of the relais & châteaux logo
Paper Stock Selection
can now be used.
Relais & Chateaux materials should never be
printed on uncoated paper. The option of gloss
TYPOGRAPHY
varnish coated or matte varnish coated are both
acceptable. A satin finish is the desired quality.
The typography for the logo Is Palatino Light.
Printed capital Letters are to be used.
3.
Member of:
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LOGO
SIZE REQUIREMENTS
SIZES OF THE RELAIS & CHATEAUX LOGO TO BE USED for standard documents:
GOLD FOIL (recommended)
Api foils: LUXURY GOLD 4003
Kurz:
LUXOR 385
30
mm
30 mm
40 mm
OR GOLD
SPOT COLOUR
Pantone Ref. : 872 C
GOLD “COLOUR”
Pantone Ref. : 872 C
Four-colour printing Ref. :
C40/M43/Y84/K0
40 mm
GREY
TEXT
Square logo:
Pantone Ref. : 431 C
Four-colour printing Ref. :C11/M1/Y0/K64
MINIMUM SIZE OF THE LOGO:
If the square logo has a size of less than
20x20mm, references are:
26,5 mm
Pantone Ref. : 432 C
14 mm
Below these sizes,
Four-colour printing Ref. :C23/M2/Y0/K77
the logo may not be used:
For the one-line logo:
of any size, references are:
26,5 mm
Pantone Ref. : 432 C
14 mm
Four-colour
printing Ref. :C23/M2/Y0/K77
GREY LOGO (may only be used on black
and white documents)
Fleurs de Lys: Black 50%
Text and rules: Black 100%
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LOGO
PRIMACY OVER OTHER LOGOS
TOO SMALL:
TOO CLOSE:
PRINCIPLE
The fundamental principle is that the
Relais & Châteaux logo has primacy over
the other membership logos of member
PARTNER
PARTNER
ASSOCIATED
properties.
ASSOCIATED
LOGO
LOGO
Membership logos are logos of hotel
organisations which are compatible
with Relais & Châteaux, professional
federations, fellowships, professional
organisations and in general all
distinctions, accolades, awards.
PERFECT:
PROCEDURE
The Relais & Châteaux logo must be twice
the size of the other membership logos.
No other membership logo may be placed
at a distance of less than the width of the
Relais & Châteaux logo.
Width
of the logo
PARTNER
The member must in all cases submit any
½ logo
ASSOCIATED
proposal to use the Relais & Châteaux logo
together with other membership logos to
LOGO
the head office of Relais & Châteaux.
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LOGO
ALTERNATIVES
GENERAL CASE:
LOGO ON WHITE OR LIGHT BACKGROUND
The official logo of Relais & Châteaux is printed in line with
technical specifications mentioned on the previous pages.
IN THE EVENT OF A DARK BACKGROUND
IN THE EVENT OF A SHADED
If the logo is used on a dark background,
BACKGROUND If the background colour
the mention of “RELAIS & CHÂTEAUX” in
is shaded, the choice of black or grey to
white is recommended to ensure better
mention “RELAIS & CHÂTEAUX” is decided
legibility.
by the head office or the international
offices of Relais & Châteaux.
THE USE OF THE LOGO IN ANY ONE OF THE
FOLLOWING CASES REQUIRES THE APPROVAL
OF THE COMMUNICATION DEPARTMENT OF
THE RELAIS & CHATEAUX HEAD OFFICE:
Original logo
White logo
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LOGO
CO-BRANDED STATIONERY
25980 Westerland / Sylt • Strandstra ß2 • Phone: +49 (0)4651 858-0 • Fax: +49 (0)4651 858-220
www.hotelstadthamburg.com/
25980 Westerland / Sylt • Strandstra ß2
Phone: +49 (0)4651 858-0 • Fax: +49 (0)4651 858-220
www.hotelstadthamburg.com/
Regardless of the format or style of
the business card, it must always
include
the Relais & Châteaux logo
and its size must never be smaller
than 14
mm x 14 mm (square) .
Regardless of the format of the headed
paper, the logo of the property must be
placed in the upper part of the letter and
the Relais & Châteaux logo must be centred
in the lower part, approximately 1 cm from
the bottom of the page.
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LOGO
CO-BRANDED BROCHURE
The Relais Châteaux logo must be placed
prominently on the page. Be sure to give it
equal weighting to your own logo, and follow
the logo guidelines.
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LOGO
CO-BRANDED WEBSITE
HOME PAGE
R&C Secondary Page
LOGO COLOURS ON THE INTERNET
The display of the Relais & Châteaux logo
on the homepage and the main page of the
Gold: C40/M43/Y84/K0 (This corresponds to R141/G110/B38)
website menu is mandatory. Its dimensions
Grey: C60/M51/Y51/K20 (This corresponds to R102/G102/B102)
are 100 x 100 pixels. It is displayed in a white
square. Its positioning must not impair the
overall legibility of the website. The logo
should click through to a secondary page
dedicated to Relais & Châteaux.
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LOGO
CO-BRANDED MENU
The logo must be printed on the menu in
Menu
colour or in gold foil. It is recommended
that the logo is printed on a light, plain
background. The Relais & Châteaux logo
may be printed (with the authorisation
of the head office of Relais & Châteaux)
on a photo or illustrated background. In
this case, it is recommended that the
colour logo be used on a white square or
rectangular space to ensure it is legible.
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LOGO
CO-BRANDED ADVERTISING
When developing co-branded advertising,
keep in mind how the Relais & Châteaux
brand and your brand work together to
support each other. In this example, the
centred alignment of the logos and the
consistent use of gold creates a distinct,
uniform look. In addition, the immersive
imagery invites the viewer in to the
character of the destination, conveying
the sense of place that defines it. Note
that by following the appropriate logo
guidelines establishes your property
as a member of our association.
Hôtel & Spa
« POUR UNE REMISE EN SENSATION AU CŒUR DES ALPES-DE -HAUTE -PROVENCE
»
Le Couvent des Minimes SPA par L’Occitane
-
46 chambres et suites
Restaurant gastronomique Le Cloître
- Jardin avec découverte aromatique
Tél.
04 92 74 77 77
www.couventdesminimes-hotelspa.com
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LOGO
PLAQUES & FLAGS
Every member must make their membership
to Relais & Châteaux known to the customers.
Plaques and Flags are two signs of membership.
PLAQUE
Your bronze plaque is ordered and supplied
through the Association:
You are required to place a large plaque
outside.
If applicable, a small Grand Chef plaque
(replacing the Relais Gourmand plaque) is
also to be placed outside, above the large
plaque).
FLAG
A Relais & Châteaux flag extends the brand and
complements the plaque.
For ordering information contact :
rcp@relaischateaux.com and on
www.relaischateaux.org ,
“Quality suppliers” and “Branded products”
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LOGO
GRAND CHEF PLAQUE
For Grands Chefs Relais & Châteaux
without a hotel.
A new rectangular bronze “Grand Chef Relais &
Châteaux” plaque measuring 36 cm by 13 cm is
placed outside the property above the square
Relais & Châteaux plaque (unless there are
technical installation problems; in this case it
may be placed below the square plaque).
For Grands Chefs Relais & Châteaux
with a hotel
The owner of the property has 2 options:
affix the “Grand Chef Relais & Châteaux”
plaque outside the property together with the
square Relais & Châteaux plaque (as for the
Grands Chefs without a hotel)
OR
affix the “Grand Chef Relais & Châteaux”
plaque inside the property.
PLEASE NOTE: In each case the Grand Chef
plaque may not be separated from the square
The bronze plaques which mention
Relais & Châteaux plaque. In the latter case, the
“Relais Gourmands” may no longer be
property must inform the Head Office of Relais
used. No plaque mentioning “Relais
& Châteaux which will provide it with a second
Gourmands” may remain affixed at the
square plaque.
entry to a Relais & Châteaux property.
To strengthen the connection between a Grand
Chef establishment and the Relais & Châteaux
brand, the Relais & Châteaux logo should appear
on the uniform of the Grand Chef. This logo
could be placed below the chef’s own name or
establishment logo or elsewhere on the uniform.
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LOGO
MERCHANDISING
The Relais & Châteaux logo stands for many things, including quality, craftsmanship and attention to
detail. Consider its context then, before placing it on just any piece of merchandise. If using the logo on
a pen, for example, it should be an exquisite pen. Don’t overuse the logo, on the other hand, don’t miss
obvious places where it belongs, such as on your wine list.
The use of the Relais & Châteaux logo
on a keepsake from your property is a
wonderful way to create a souvenir of your
guests’ visit. However be sure that the logo
is appropriately used and the item reflects
the classic elegance of our brand.
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“Relais & Châteaux is much more than a beautiful collection of charming properties. Our brand brings
together unique personalities who share the same values, the same passion for welcome and an innate desire
to give others unforgettable moments. Whatever the culture, the region or the country, Relais & Châteaux
is the best way to discover it.” JAUME TÀPIES, International President
The Relais & Châteaux brand is truly precious in today’s
Focus on our sense of place. Immerse the reader in rich,
In Closing
world. Built on our remarkable members and their
layered language. Offer exquisite photography to transport
remarkable properties, it offers an authenticity, a sense
the reader. The time we take with our cuisine and each one
of timelessness and a feeling of craftsmanship that we all
of properties should be consistently reflected in the time
too rarely are able to experience in our work-filled days.
we take with our publications.
Our guests come to us for the unique experiences that
Thank you for being part of Relais & Châteaux.
define us. Our communications materials need to honour
If you have any questions about elements of this Brand
and convey these experiences. Celebrate our people.
Book or Brand Implementation, please contact Krista Florin,
Worldwide Marketing & Communication Director,
K.Florin@relaischateaux.com