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Brand Standards

Introduction

Standards & Guidelines

Identity design a powerful form of communication. More than any other visual element, it is the “face” that Sedona Mago shows the world. As such, an effective visual identity program must strive for clarity (through unity, consistency and hierarchy) to be easily understood, and liveliness to remain memorable.

The graphic identity for Sedona Mago is summarized in these brand guidelines. This document establishes rules (usage, scale and color) for the consistent implementation of the Sedona Mago identity. Through recommendations and examples, the guidelines serve as a guide for the development of future applications within Sedona Mago, as well as for external designers and agencies. The elements within the system are intentionally limited to create a consistent, coherent and easily managed graphic vocabulary. The identity consists of these key  elements: logo, typography (fonts), color palette and photography/video.

A consistent graphic identity is an important tool for Sedona Mago to reach its broader strategic goal of supporting a purpose-driven life. The careful and consistent use of these guidelines will contribute to a powerful and unified expression of the brand, ensuring a strong identity for Sedona Mago.

Brand Messaging

Keywords

LOOK
Intentional
Traditionally-inspired
Inviting
Healing
Sacred nature

TONE
Connectedness
Immersive
Intentional
Loving
Masterful

AUDIENCE
Life-transitioning
Open-minded
Searching
Professional
Plugged-in

Brand Story

How we change the world.

The planet Earth connects us all as one humanity. Each and every one of us has an obligation to care for her as she is—and will forever be—our only home.

At Sedona Mago, with our land’s sacred energy, we’re committed to embodying the spirit of oneness and demonstrating responsible care for all lives. Benefiting all through realizing oneness is the essence of the Sun Tao, our spiritual lineage. Every experience at Sedona Mago is intended to inspire and raise this awareness of unity and love for all. We believe this heightened awareness and energy will continue to vibrate and expand, affecting many other lives beyond any particular program or retreat. 

With the help of what our spiritual land offers, we seek to guide people toward the greatness they have within and how they can share that with others.

It may start with you, but that love for yourself and the greatness within you grows boundlessly into a caring spirit that connects all lives for lasting, tangible peace.

That is how we change the world—with coexistence.

Core Values

Love yourself.

Loving yourself is the beginning of loving others. It entails knowing your true value, caring for the well-being of your body-mind-spirit, and doing valuable things for the world. All these lead to not only living a successful life, but also making the world a better place.

Care for your community.

We are sustainable as a community, not as individuals. Expand your love beyond loving yourself toward the people around you: family, friends, coworkers, neighbors and even passersby. What makes a true community is not just geographic location, but also having a caring spirit. When we live connected, we become strong and our lives become sustainable.

Protect the planet.

The Earth is the foundation of all values we seek. That’s why loving the Earth is our mission and part of our name. The Korean word “Mago” is the unconditional love and spirit of Mother Earth. Through our presence and all our practices, we seek to remember, celebrate, and help people reconnect with Mother Earth.

Coexist.

Our mission to love humanity and the Earth looks beyond all things that separate us. It embraces the idea that there is one Mother Earth and only one humanity, united in her eyes. By realizing this, we can respect each other and exist together peacefully. Coexistence is the only way we can continue to live on this planet over time.

Primary Logo Application

Horizontal Lock-up

This is the preferred logo version to be used as the primary Sedona Mago identity in all internal/external applications including web, print advertising and collateral.
Note: Dimension and spacing attributes must remain proportionate when scaling.

Horizontal Lock-up (Inverse)

For applications where the preferred logo wouldn’t be legible or if printing restrictions limit the ability to do so, the logo mark reversed to white on a black background is suitable.
Note: Dimension and spacing attributes must remain proportionate when scaling.

Secondary Lock-Up

Center for Well-Being & Retreat Lock-up

The secondary Center for Well-Being & Retreat lock-up edition of the Sedona Mago logo should be used when space allows. 

Logo Usage

Primary Logo Application

Horizontal Lock-up
This version must have a clear space surrounding the logo equal to the width of the Sedona Mago icon.

Minimum Size

Horizontal Lock-up

For web applications a minimum height of 35 px is preferred. A minimum size of .375 inches height for print.

Logo Over Photography

It’s critical that our logo stands out clearly in every application. Take note of how the logo can be used against a variety of backgrounds. In every instance the priority is to maintain sufficient contrast between the logo and it’s background.

When using this treatment, be sure to have enough contrast within the logo. For photography that needs more contrast a black overlay can be added ranging from 20%-50% opacity.

Rules and Restrictions

  • Do not manipulate orientation of logo and typography
  • Do not change or re-typeset the logo using different fonts or letter spacing
  • Do not alter the colors for the icon or typography
  • Do not stretch, skew, manipulate or distort the icon or typography disproportionately
  • Do not rotate the mark at any angle when the logo is intended to be a representation of the brand
  • Do not screen back the logo at partial opacities
  • Do not contain the logo within other shapes or badges
  • Do not place the logo over distracting textures or photos

The elements of the official Sedona Mago brand should be used with the utmost consistency and integrity. Only the supplied Logo files should be used. The marks of Sedona Mago should never be tweaked, manipulated, rendered in colors other than brand colors, etc. Please see notes to the right.

Unacceptable Usage

The logo should always be presented in a clean and simple manner. Therefore we ask that you note some of the unacceptable uses below.

skew-logo

Do NOT create new color options

Do NOT rotate the logo

Do NOT place logo on insufficient contrast

logo-clear-space

Do NOT outline the logo

Do NOT alter the wordmark

Do NOT add effects to the logo

Do NOT use the old logo

Brand Elements

Typography

Color Palette

Logo Color Palette

 

Sage
RGB: 137 144 116
CMYK: 5 0 19 44
PMS: 5497 U // 5497 C
HEX: #899074

 

Rust
RGB: 150 75 48
CMYK: 0 50 68 41
PMS: 1685 U // 1685 C
HEX: #964B30

 

Copper
RGB: 189 96 61
CMYK: 0 49 68 26
PMS: 7414 U // 7414 C
HEX: #BD603D

Note: Logo palette only to be used in the logo.

Primary Color Palette

Slate
RGB: 129 139 141
CMYK: 9 1 0 45
PMS: 2164 U // 2163 C
HEX: #818B8D

Dust
RGB: 166 110 61
CMYK: 0 34 63 35
PMS: 139 U // 1395C
HEX: #A66E3D

Neutral
RGB: 219 212 204
CMYK: 0 3 7 14
PMS: 7534 U // 7534 C
HEX: #DBD4CC

Shadow
RGB: 89 90 92
CMYK: 11 2 0 64
PMS: 433 U // 432 C
HEX: #525A5C

Primary colors for Sedona Mago are Slate, Dust, Neutral and Shadow. The primary colors should be most prominent within the brand. 

Black, white and grey should be used as  secondary/accent colors.

Shades of each brand color may also be used.

Graphic Elements

Pattern

Background patterns are to be used sparingly as accent elements.

Icons

Icons are to be used with descriptions of what you will experience at Sedona Mago.

Photography

Nature/Property

Photography should highlight the property and be warm, bright and bold. Photography should feature landmarks and the essence of Sedona.

Lifestyle

Photography should be warm, bright and bold. Lifestyle photography that includes people should be candid and not overtly posed.

Brand Guidelines

Standards & Guidelines

Identity design a powerful form of communication. More than any other visual element, it is the “face” that Sedona Mago shows the world. As such, an effective visual identity program must strive for clarity (through unity, consistency and hierarchy) to be easily understood, and liveliness to remain memorable.

The graphic identity for Sedona Mago is summarized in these brand guidelines. This document establishes rules (usage, scale and color) for the consistent implementation of the Sedona Mago identity. Through recommendations and examples, the guidelines serve as a guide for the development of future applications within Sedona Mago, as well as for external designers and agencies. The elements within the system are intentionally limited to create a consistent, coherent and easily managed graphic vocabulary. The identity consists of these key  elements: logo, typography (fonts), color palette and photography/video.

A consistent graphic identity is an important tool for Sedona Mago to reach its broader strategic goal of supporting a purpose-driven life. The careful and consistent use of these guidelines will contribute to a powerful and unified expression of the brand, ensuring a strong identity for Sedona Mago.[/vc_column_text]

Brand Messaging

Keywords

LOOK
Intentional
Traditionally-inspired
Inviting
Healing
Sacred nature

TONE
Connectedness
Immersive
Intentional
Loving
Masterful

AUDIENCE
Life-transitioning
Open-minded
Searching
Professional
Plugged-in

Brand Story

How we change the world.

The planet Earth connects us all as one humanity. Each and every one of us has an obligation to care for her as she is—and will forever be—our only home.

At Sedona Mago, with our land’s sacred energy, we’re committed to embodying the spirit of oneness and demonstrating responsible care for all lives. Benefiting all through realizing oneness is the essence of the Sun Tao, our spiritual lineage. Every experience at Sedona Mago is intended to inspire and raise this awareness of unity and love for all. We believe this heightened awareness and energy will continue to vibrate and expand, affecting many other lives beyond any particular program or retreat. 

With the help of what our spiritual land offers, we seek to guide people toward the greatness they have within and how they can share that with others.

It may start with you, but that love for yourself and the greatness within you grows boundlessly into a caring spirit that connects all lives for lasting, tangible peace.

That is how we change the world—with coexistence.

Core Values

Love yourself.

Loving yourself is the beginning of loving others. It entails knowing your true value, caring for the well-being of your body-mind-spirit, and doing valuable things for the world. All these lead to not only living a successful life, but also making the world a better place.

Care for your community.

We are sustainable as a community, not as individuals. Expand your love beyond loving yourself toward the people around you: family, friends, coworkers, neighbors and even passersby. What makes a true community is not just geographic location, but also having a caring spirit. When we live connected, we become strong and our lives become sustainable.

Protect the planet.

The Earth is the foundation of all values we seek. That’s why loving the Earth is our mission and part of our name. The Korean word “Mago” is the unconditional love and spirit of Mother Earth. Through our presence and all our practices, we seek to remember, celebrate, and help people reconnect with Mother Earth.

Coexist.

Our mission to love humanity and the Earth looks beyond all things that separate us. It embraces the idea that there is one Mother Earth and only one humanity, united in her eyes. By realizing this, we can respect each other and exist together peacefully. Coexistence is the only way we can continue to live on this planet over time.

Primary Logo Application

Horizontal Lock-up
This is the preferred logo version to be used as the primary Sedona Mago identity in all internal/external applications including web, print advertising and collateral.
Note: Dimension and spacing attributes must remain proportionate when scaling.

Horizontal Lock-up (Inverse)
For applications where the preferred logo wouldn’t be legible or if printing restrictions limit the ability to do so, the logo mark reversed to white on a black background is suitable.
Note: Dimension and spacing attributes must remain proportionate when scaling.

Secondary Lock-Up
Center for Well-Being & Retreat Lock-up

The secondary Center for Well-Being & Retreat lock-up edition of the Sedona Mago logo should be used when space allows. 

Logo Usage

Primary Logo Application

Horizontal Lock-up
This version must have a clear space surrounding the logo equal to the width of the Sedona Mago icon.

Minimum Size

Horizontal Lock-up
For web applications a minimum height of 35 px is preferred. A minimum size of .375 inches height for print.

Logo Over Photography

It’s critical that our logo stands out clearly in every application. Take note of how the logo can be used against a variety of backgrounds. In every instance the priority is to maintain sufficient contrast between the logo and it’s background.

When using this treatment, be sure to have enough contrast within the logo. For photography that needs more contrast a black overlay can be added ranging from 20%-50% opacity.

Rules and Restrictions

  • Do not manipulate orientation of logo and typography
  • Do not change or re-typeset the logo using different fonts or letter spacing
  • Do not alter the colors for the icon or typography
  • Do not stretch, skew, manipulate or distort the icon or typography disproportionately
  • Do not rotate the mark at any angle when the logo is intended to be a representation of the brand
  • Do not screen back the logo at partial opacities
  • Do not contain the logo within other shapes or badges
  • Do not place the logo over distracting textures or photos

The elements of the official Sedona Mago brand should be used with the utmost consistency and integrity. Only the supplied Logo files should be used. The marks of Sedona Mago should never be tweaked, manipulated, rendered in colors other than brand colors, etc. Please see notes to the right.

Unacceptable Usage

The logo should always be presented in a clean and simple manner. Therefore we ask that you note some of the unacceptable uses below.

skew-logo
Do NOT create new color options
Do NOT rotate the logo
Do NOT place logo on insufficient contrast
logo-clear-space
Do NOT outline the logo
Do NOT alter the wordmark
Do NOT add effects to the logo
Do NOT use the old logo

Brand Elements

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Typography

Color Palette

Logo Color Palette

 

Sage
RGB: 137 144 116
CMYK: 5 0 19 44
PMS: 5497 U // 5497 C
HEX: #899074

 

Rust
RGB: 150 75 48
CMYK: 0 50 68 41
PMS: 1685 U // 1685 C
HEX: #964B30

 

Copper
RGB: 189 96 61
CMYK: 0 49 68 26
PMS: 7414 U // 7414 C
HEX: #BD603D

Note: Logo palette only to be used in the logo.

Primary Color Palette

 

Slate
RGB: 129 139 141
CMYK: 9 1 0 45
PMS: 2164 U // 2163 C
HEX: #818B8D

 

Dust
RGB: 166 110 61
CMYK: 0 34 63 35
PMS: 139 U // 1395C
HEX: #A66E3D

 

Neutral
RGB: 219 212 204
CMYK: 0 3 7 14
PMS: 7534 U // 7534 C
HEX: #DBD4CC

 

Shadow
RGB: 89 90 92
CMYK: 11 2 0 64
PMS: 433 U // 432 C
HEX: #525A5C

Primary colors for Sedona Mago are Slate, Dust, Neutral and Shadow. The primary colors should be most prominent within the brand. 

Black, white and grey should be used as  secondary/accent colors.

Shades of each brand color may also be used.

Graphic Elements

Pattern

Background patterns are to be used sparingly as accent elements.

Icons

Icons are to be used with descriptions of what you will experience at Sedona Mago.

Photography

Nature/Property

Photography should highlight the property and be warm, bright and bold. Photography should feature landmarks and the essence of Sedona.

Lifestyle

Photography should be warm, bright and bold. Lifestyle photography that includes people should be candid and not overtly posed.

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Introduction

Standards & Guidelines

Identity design a powerful form of communication. More than any other visual element, it is the “face” that Sedona Mago shows the world. As such, an effective visual identity program must strive for clarity (through unity, consistency and hierarchy) to be easily understood, and liveliness to remain memorable.

The graphic identity for Sedona Mago is summarized in these brand guidelines. This document establishes rules (usage, scale and color) for the consistent implementation of the Sedona Mago identity. Through recommendations and examples, the guidelines serve as a guide for the development of future applications within Sedona Mago, as well as for external designers and agencies. The elements within the system are intentionally limited to create a consistent, coherent and easily managed graphic vocabulary. The identity consists of these key  elements: logo, typography (fonts), color palette and photography/video.

A consistent graphic identity is an important tool for Sedona Mago to reach its broader strategic goal of supporting a purpose-driven life. The careful and consistent use of these guidelines will contribute to a powerful and unified expression of the brand, ensuring a strong identity for Sedona Mago.