2. 02
11
Segmentation System
Segmentation Overview 12
What Is an Epic Segment 13
New Epic Segment Application 14
Application of Personality 15
Approved Logo Lockups 16
Established Segment Examples 18
Welcome to the Epic
™
brand standards system.
This manual is your resource to guide design application using the Epic brand.
The Epic brand represents endless possibilities and limitless potential and is a valuable
business asset for Vail Resorts Management Company. Everyone must take care to
protect and enhance the brand through effective internal and external communications.
The primary objective of this document is to create a standardization of the various
applications and uses of the Epic logo in order to provide visual cohesion and consistency
across all category segments. This document identifies practices that are approved and
prohibited to assist you in the development of brand-enhancing communications.
03
Logo Standards
Epic Brand 04
Logo Guidelines 05
Area of Non-Interference 05
Size Limitations 05
Misuse Guide 06
Logo + Photography 10
20
Additional Resources
Contact Information 21
Table of contents
5. 0505
The Epic brand system is designed
with pragmatism and functionality.
This system is created to maintain the
integrity of the Epic logomark across
multi-resort marketing efforts and to
reinforce the equity of the brand.
Epic
Brand
Logo Standards
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6. 06Logo Standards
logo guidelines
Figure 1: Logotype
The Epic logo is comprised of a logomark and a trademark symbol. The trademark remains
the same size in relationship to the Epic logo when scaled.
On a single printed piece or in digital applications, the trademark symbol can be used once,
the first time it is presented. In a logo lockup, the trademark symbol is always used.
Figure 2: Primary Supporting font
Futura is the recommended supporting font. However, this depends on brand personality and
is open for font exploration upon approval of the creative services team and/or
the management team.
Logomark Trademark
abcdefghijklmn
opqrstuvwxyz
Area of non-interference
Figure 1: Epic Logo Solo
The area of non-interference is 50% of the X height of the Epic logo’s “e.”
Figure 2: Epic logo+
This rule extends to the unit created by the logo mark and any category names,
URLs or anything that becomes attached to the logo mark.
50% X Height of
Epic logo “e”
50% X Height of
Epic logo “e”
X
Size Limitations
Figure 1: minimum
The Epic logo is not displayed smaller than the X height of all caps 12 point Futura Bold.
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7. 07Logo Standards
Do not distort through scaling. Do not add drop shadows,
glow, bevel or any other effect.
Do not add unapproved
gradients/textures.
Do not recreate the Epic logo
in any typeface. The logo is
used with the supplied vector
file only.
With lift-access segment as
an exception (see page 8),
do not use the Epic logo in
a headline.
Do not use the Epic logo in
body copy.
Use of the Epic logo in stand-alone
form should only be used for lift-access
segmentation. For all other cases, approval
is required from the creative services team
and executive management. See page 7
for more about stand-alone usage.
Do not place on photos or colors
that vibrate or are too similar.
Do not rotate. Do not alter the Epic mark. Do not place on busy
photos or textures.
epic™
Lis sinvell ectatis
magnis sit, ommos
doluptatur? Inverum nonsed.
Make it
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misuse guide
8. 08
logo misuse in headline
With the lift access/pass segment as the only exception, do not use the Epic logo in a headline. In the lift access/pass segment case, the Epic logo should be used in a headline only when
referencing the brand; it should not be used as an adjective describing something as “epic.”
Parameters
Life is an eVenT.
Make yours .
VAIL • BEAVER CREEK • BRECKENRIDGE • KEYSTONE • LAKE TAHOE
PARK CITY • JACKSON HOLE • JAMAICA
BOOK 50 – 100 total room nights and choose one EPIC incentive
BOOK 101 – 200 total room nights and choose two EPIC incentives
BOOK 201+ total room nights and get all of the EPIC incentives
• ARRIVAL ....................................................
One VIP ground transfer to/from the following airports:
Denver International; Eagle County; Reno; Salt Lake City; Jackson Hole;
Sangster International*
• WELCOME ..................................................
$750 credit towards a cocktail reception at the hotel
• ACTIVITY ...................................................
CHOOSE OnE: (1) EpicPass good for unlimited skiing/riding for the
2013-14 ski season, (4) 2013-14 one-day ski lift tickets; (4) rounds of
golf or (4) one-hour spa treatments
Plan your next meeting at one of our iconic
destinations and enjoy incentives.
VailResortsHospitality.com
To book call 800-404-3878 or conTacT your nSo:
ELLEN COLLINS, CMP – Ecollins@vailresorts.com
Rocky Mountains/West Coast
MARGARET VICTOR – Mvictor@vailresorts.com
Northeast/Mid-Atlantic/Southeast
LIz VINSAND – Lvinsand@vailresorts.com
Midwest/South Central
TERMS & CONDITIONS:
This offer is not to be used in conjunction with other offers. Only for newly contracted group business that is signed definite by 2/28/14 and consumed between April and
mid-December; for Jackson Lake Lodge consumed between 5/20/14 - 6/30/14 and 9/1/14 – 9/14/14. Minimum 2-night stay required. Subject to individual property availability.
*Four VIP round trip transfers from Sangster International Airport to Half Moon, A RockResort; Rose Hall, Jamaica
TO BOOK CALL 800-404-3878 OR CONTACT YOuR NSO:
LIFE IS AN EVENT.
MAKE YOURS
Logo Standards
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9. 09
logo Usage in headline (epic Pass Only)
Utah is
Utah is
The Epic “e” extends slightly out
above and below the cap height
of the headline typeface.
Spacing should be visually
set and similar to the spacing
of the headline typeface.
The Epic “i” baseline
is the same as the
headline’s baseline.
The Epic “c” x height
is the same as the
headline’s cap height.
The Epic “p”
descender drops
below the baseline.
Headline cap height
Sentence case example
With the lift access/pass segment as the only exception, do not use the Epic logo in a headline. In the lift access/pass segment case, the Epic logo should be used in a headline only when
referencing the brand; it should not be used as an adjective describing something as “epic.”
Parameters
Logo Standards
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10. 1010
Stand-alone Logo misuse
C0 M49 Y99 K0
Logo Standards
The Epic logo should almost never be used as a stand-alone element.* It
should always be accompanied by a segmentation brand name such as
“pass” or “discovery.”
*A black or white logo may be used as a stand-alone element in rare cases,
with serious consideration and approval from executive management.
This is an approved application acceptable only when promoting the
lift-access segmentation.
partnership/no segmentation lift access/pass only application
LOGO color
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11. 11Logo Standards
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When the logo is used with photography, contrast is key. If the logo is lost or vibrates (in video) the photo should be replaced, or the logo should be moved.
Contact the creative services team for guidance when using the epic logo in video.
Video
13. 13
Vail resorts management company
External
(consumer facing)
Epic MOMSEpic
Life
Epic
Burger
Epic
Discovery
EPIC PASS
Local Pass
+ Resort
Passes
Pass club
Day Pass
season pass
Epic
VOLUNTEERS
Epic Mix
community
Food
Beverage
online/
offline
publications
Summer SocialLift Access
Corporate
social
responsibility
An Epic segment is a named category that houses approved products or divisions. The system
below organizes existing segments in a manner that is easy to assimilate. The intention of
this system is to serve as a guide for all cross-brand identities and to provide a way for new
introductions into these segments. New additions and/or look-and-feel applications cannot be
created unless prior approval is received. An understanding of the hierarchy of the Epic brand is
critical to ensuring the continued success of the brand and to appropriately leverage its equity for
the various divisions of programs and products.
= TBD
The following chart visually illustrates the external and internal corporate divisions and subdivisions associated with Epic and demonstrates how each category has been segmented based on existing brands (e.g., EpicMix) and foresight for anticipated additions.
Epic Segmentation overview
Segmentation system
Internal (employee facing)
Epic
Jobs
Inside epic
weekly
Epic
Services
Segment
Categories
products within
segments/
brands
Corporate/
Internal
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14. 14
What is an epic segment?
An Epic segment is a named category that houses approved products. There is a mandatory
application process prior to usage of any new product or new segment with Epic branding.
Example: Segment category: Lift Access
Product/brand: Epic Pass, Epic PassClub, etc.
Mandatory application requirements for new segment or product:
• Must be defined under Vail Resorts as an Epic segment or product.
• Must share the mission of Vail Resorts: “Experience of a Lifetime.”
• Must reflect the meaning of the word epic, particularly impressive, remarkable, heroic or grand in
scale or character.
• Must have considerable investment of time and capital.
• Must have considerable longevity.
• Must have potential to impact multiple resorts or lines of business.
Segmentation system
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15. 15
This standards manual is intended as a foundational document to maintain the integrity of the Epic brand.
As such, Vail Corporate and the individual business owners are permitted within the constraints of the
outlined guidelines to establish additional personality and assets to support their programs and/or products.
There is a four-part process in the development of a new segment or product that falls within an existing
segment as outlined below (or reference page 12):
New Epic Segment Application
Contact creative cervices for
requests using the Epic logo.
Obtain approval from Kirsten Lynch
to move forward with creation of
the new Epic lockup. Contact the
creative services team at least six
weeks prior to your in-market date
for use of the Epic logo.
Read through the guidelines for
the use of the Epic logo and all
technical standards of usage
in order to develop the Epic +
product lockup with assistance
from the creative services team or
an outside agency.
Develop brand assets that support
the look and feel of the new
Epic lockup, with assistance from
the creative services team or an
outside agency.
Obtain approval from:
1. Creative services team
2. Kirsten Lynch
consecutively, prior to rolling
out your logo to the company
and/or public.
1 2 3 4
product
™
program
Segmentation system
pass
™
6
weeks
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16. 16
The system is structured to keep the integrity of the Epic brand but maintains flexibility to allow segments
to have an expression of their own. The product personality can be as simple as adding a color palette
and branding assets, or as involved as the options below.
option 1: color
There is a proposed color palette within each segment. Choose your product/brand color from this
palette. NOTE: Once a color in a segment is chosen, all products/brands within that segment shall remain
consistent. Example: The Lift Access segment is C:0, M:49, Y:99, K:0, as in Epic Pass, Epic Season Pass, Epic
PassClub, etc.
option 2: proportion alteration
Segments have the option to vary the relationship of size between the Epic logo and the product.
Example: Epic Mix.
option 3: Font
Epic lockups have the freedom to work with any font that pairs nicely with the Epic logo and speaks
to the strategy behind the product or program.
option 4: Graphic treatment
Epic lockups have the option of incorporate additional graphic treatment to the word accompanying
the Epic logo if it is in line with the strategy behind the product or program.
NOTE: Do not add a rasterized texture to the final approved lockup. Each segment’s primary logo
should be vector.
Segmentation system
pass
™
application of personality
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19. 19
C:67 M:0 Y:25 K:0 C:67 M:70 Y:66 K:65 C:33 M:100 Y:19 K:1 C:35 M:12 Y:100 K:1 C:5 M:3 Y:3 K:0 C:33 M:100 Y:19 K:1 C:35 M:12 Y:100 K:1
logo color Brand colorS
logo system + Personality assets applied
brand PERSONALITY assets
The Epic Mix brand is made up of the color
scheme and assets shown.
Capture. Connect. Share. Epic Mix is about capturing
your expericence on the mountain, sharing your experience
with friends and family, and building a social community.
Energetic, techy, inspirational, active, and fun.
Established Segment Example: Social
Products
Established Segment Personalities
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20. 20
Epic Culture
Established Segment Personalities
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To push snowboard and ski culture, the Epic logo can be used for approved audiences in an artistic way for
approved situations such as temporary “schwag” or “displays.” To protect the integrity of the Epic logo, requests
like this must obtain executive approval.
22. 22
Additional Resources Contact Information
Please contact the creative services team for requests using the Epic logo.
Additional approval from executive management may be required.
Executive Management Approval
Kirsten Lynch
Chief Marketing Officer Executive Vice President
Vail Resorts
390 Interlocken Crescent
Broomfield, CO 80021
klynch@vailresorts.com
Becca Barry
Senior Manager, Creative Services
Vail Resorts
390 Interlocken Crescent
Broomfield, CO 80021
303.404.1884
rbarry@vailresorts.com
Nina Cashman
Director, Corporate Marketing
Vail Resorts
390 Interlocken Crescent
Broomfield, CO 80021
303.404.6415
ncashman@vailresorts.com
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