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2TIMELESS IS MODERNWhat sets St. Regis apart is its rich heritage and mythology. The brand did not begin with St. Regis, its origins are with the Astors.From its creation in 1904 by John Jacob Astor, the St. Regis was founded upon a heritage of tradition, innovation and luxury. Our plan is to leverage this heritage even more than ever to inform both visual language and experience and to deliver a consistent global brand experience throughout– Hotels, Resorts and Residences.3LEGACY IS THE FUTUREThe Astors defined the height of American aristocracy during the Gilded Age in New York. Mrs. Caroline Astor hand-selected her exclusive ‘400’—whom she invited to private teas, midnight suppers and opulent galas—essentially creating the nation’s first social register. Her love of diamonds and the social graces were signatures of life with ‘The’ Mrs. Astor.4ORNAMENT IS MEANINGBuilding on family legacy, Caroline’s son—inventor, author and heir, John Jacob Astor IV—was personally responsible for creating the St. Regis, the tallest, most advanced hotel of its time. His passion for new technology was manifested in a new luxury experience that existed beyond what had previously been known. It was here that the St. Regis Butler was introduced, setting unparalleled standards in service. The St. Regis crest, extensive use of hand- polished bronze, and creation of The Library for guests and residents were among his many notable contributions.5TOUCHThe most intimate expression of the senses, touch is how the individual literally connects with the world. touch is the tangible manner in which we feel what our other senses perceive.Warm to cool. Hard or soft. new and old. simple to refined. Touch enables us to distinguish what makes everything distinctive.It affirms what our eyes think they may see—shape, sensation, material—the physical and the emotional are all experienced through our touch.6THE NEW FACE OF ST. REGISHaving reviewed who we are and what we stand for, it’s time to reveal what we look like. The brand assets you see here are the key identity elements that visually express our positioning and our personality.On the following slides we’ll examine each element in depth.7Our logo is our brand name. We refer to it as the Signature. It is our primary brand identifier.Elegant, worldly and refined, the St.. Regis Signature honors our history while staking its claim in our future. Informed by typography from the turn of the century, it evokes a style that would have been used by craftsmen and engravers of the time. The Signature establishes a dialog through its geometric serifs, graceful curves and beautifully articulated spacing between letterforms.THE ST. REGIS SIGNATURE 8Property logos will utilize the signature and location name only. Residences and Residence clubs logos will have Residence or Residence Club underneath the location name. LOGO ARCHITECTURE9The Crest is our icon. It serves as a secondary branding element. The St. Regis Crest is the discreet acknowledgement of who we are. At once understated and elegant, the crest is a contemporary interpretation inspired by our legacy. Since its creation, St. Regis has incorporated a coat-of-arms in its visual language as a reflection of the Astor family heritage and its relevance to our esteemed clientele—speaking their language, if you will. As a design element, its use is selective and discreet—whether printed, embossed, etched or used as a watermark.THE ST. REGIS CREST10The Crest Signature is a logo lock- up. It is an alternative logo treatment that consists of our primary and secondary branding elements: the Signature centered beneath the Crest.While in the past this combination served as a logo, the new Crest Signature is not the St. Regis logo. Remember, the Signature is our principal brand signifier; the Crest is our bespoke accent.CREST SIGNATURE11The Diamond Pattern serves as a supporting brand identity element. It features an infinite repetition of the St. Regis Diamond symbol in a geometric design.The St. Regis Diamond is emblematic of our discreet, bespoke tradition. A seductive element, the Diamond is extracted from our heritage. The Diamond Pattern is used to enhance our brand presence on corporate communications materials, such as signage and stationery—for an added touch of elegance.THE DIAMOND PATTERN12The St. Regis color palette reflects our understated elegance. Black and white are primary colors; bronze is used as an accent.Our choice of bronze is a nod to the Old World grandeur and exquisite ornamentation that characterizes every St. Regis property—especially reflecting its notable use in the intricately detailed adornment of our flagship New York hotel, a glorious tribute to the Beaux Arts movement of the early 20thcentury. In fact, it is a bronze plaque gracing the hotel’s façade that designates St. Regis New York a city land。