BRAND BOOKBOUTIQUE GROUP
TYPEFACE
INTRODUCTION
Boutique Group transforms Saudi Arabia’s heritage-rich historic palaces into
elite hotels, simultaneously preserving the Kingdom’s treasures and sharing them
generously with modern visitors. The Group's portfolio unveils a dazzlingly unique
and exclusive approach to luxury hospitality, attracting an upscale
global clientele. Four key pillars lie at the heart of Boutique Group’s ethos:
nobility, generosity, heritage and contemporary. These driving principles dictate
every step of Boutique Group’s approach, resulting in an exceptional end product
that showcases Saudi Arabian hospitality at its most sublime.
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2BOUTIQUE GROUP
ABOUT BOUTIQUE
WHAT IS
BOUTIQUE
GROUP ?
Boutique Group is an ultra-luxury hospitality company
and hotel brand born out of the Kingdom of Saudi
Arabia. It was created to unveil the legacy of the
Kingdom to the world by converting historic palaces
into ultra-luxury boutique hotels owned by the
distinguished Public Investment Fund.
The launch of Boutique Group comes as a part of the
substantial investment and effort in Saudi Arabia to
boost tourism across the Kingdom as part of Vision
2030. It aims to proudly represent a contemporary
image of Saudi Arabian culture, while still maintaining
ties to beloved traditions and heritage.
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VISION AND MISSION
VISION
We aspire to be an international development &
management company for ultra-luxury boutique
hotels, providing our guests with exclusive and
exceptional experiences.
MISSION
To provide our guests an exceptional ultra-luxury
experience reflecting values of historical and
modern-day Saudi Arabia.
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VALUES
VALUES
Boutique Group creates unique offerings centred
around high-end luxury hospitality and culture,
while simultaneously promoting the unique
history and heritage of each property. Four key
pillars lie at the heart of Boutique Group’s ethos.
We allow these pillars, along with our vision and
mission, to drive everything we do.
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5BOUTIQUE GROUP
PILLARS
PILLARS
NOBILITY
GENEROSITY
HERITAGE
CONTEMPORARY
Boutique Group is a regal, generous host, with
Boutique Group is the guardian of Saudi Arabian
Boutique Group has a progressive sense,
Despite being rooted in history, Boutique Group
a philosophy of highly personalised guest service.
heritage and traditional values, reflected in its
creating elegant and inspiring destinations
has the humility of spirit, putting the guest first
Guests can expect delicate, elegant and enriching
collection of authentic destinations. Many of
of contemporary spirits. The brand proudly
from start to finish. This approach is reflected
experiences that combine traditional values with
the palaces in the Boutique Group have served
represents the modern image of Saudi Arabia,
in the attentive, dedicated service provided
authentic destinations. Through its luxurious
as historic residences in living memory. The group
flavoured and informed by tradition. Boutique
by Boutique Group staff across the portfolio.
approach to hospitality, Boutique Group is
will pay homage to this by offering guests a
Group showcases Saudi Arabia to a global
The emphasis is on sharing the Kingdom’s
proud to uphold Saudi national values and
modern Saudi experience throughout their
market in a way that has never done before.
treasures with modern visitors, making formerly
embody the mission of Vision 2030, supporting
stay. Flawless service ensures an ultra-luxury,
inaccessible heritage heavyweights available
t…BOUTIQUE GROUP
CONCEPT
CONCEPT
Boutique Group reflects Saudi heritage and traditional
values while providing guests with discreet, elegant
and deeply enriching stays rooted in the rich history
of Saudi Arabia.
Targeting high net-worth individuals seeking the finest
things in life, its properties allow guests to immerse
themselves in exclusivity and authentic experiences.
Crafting stylish and inspiring places of contemporary
culture, Boutique Group infuses each property with its
own progressive spirit. With regal, generous hosts and a
philosophy of highly personalised guest service, Boutique
Group speaks to an audience of connoisseurs, those
looking for a royal retreat, elite professionals and couples
seeking renewed bonds.
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7VISUAL IDENTITY DESIGNBOUTIQUE GROUP
THE LOGO
THE LOGO
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9BOUTIQUE GROUP
THE LOGO
Bilingual version
THE LOGO
Mark
Inspired by the Moqasab historical crown, Boutique
Group’s logo represents the pride of kings and strong
Letterform
ties to traditional Saudi Arabian stories and heritage.
Traditionally called the al-Muqassab Agal, this is
Descriptor
the historical crown of the Kingdom of Saudi Arabia,
tied to tales of commitment, pride and achievement.
A style worn by many monarchs, the Moqasab is
made from a gold fabric woven with a rich
Arabic version
English version
decorative pattern.
It has been interpreted in logo form to celebrate
the royal family and Saudi Arabian national pride.
PLEASE NOTE:
The bilingual logo will be used as the primary logo. It needs to be
used in full form as shown and cannot be deconstructed in any
way.
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10BOUTIQUE GROUP
THE LOGO
THE LOGO –
REVERSAL
The Boutique Group logo can be reversed out of
a solid background. The gradient rose gold logo is
Gradient Rose Gold
preferred when possible; otherwise, use the rose
gold or white logo. This guideline is for both print
and digital applications.
Rose Gold
Pantone Metallic 8043
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11BOUTIQUE GROUP
THE LOGO
THE LOGO –
BLACK AND
WHITE
100% Black
When it is not possible to print in colour, the logo
can be printed in black and white.
This applies only to black-and-white applications
such as newspaper or photocopier printing.
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THE LOGO
THE LOGO –
X
X
EXCLUSION
ZONE
X
To ensure its integrity and visibility, the logo
should be kept clear of interference from any
other text, images or graphics. A minimum area
X
X
of clear space has been defined around it. Where
possible, this minimum exclusion zone should be
increased to strengthen the impact of the logo.
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THE LOGO
THE LOGO –
MINIMUM
SIZE
To ensure proper detail and legibility, the logo
should never be used in sizes smaller than shown.
The minimum width of the logo is 20 mm.
20 mm
8 mm
PLEASE NOTE:
The full logo is to be used in nearly all cases. The mark should
only be used independently in small applications, such as on
social media profiles. The minimum width of the independent
mark is 8 mm.
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THE LOGO
DOS
DOS &
DON’TS
20 mm
The following examples demonstrate correct
Do only display the logo
Do only use the logo
Do obey the minimum
Do ensure that logo
and incorrect ways to use the logo.
on uncluttered backgrounds.
as supplied.
size rule to retain legibility.
reversals follow the brand
guidelines.
PLEASE NOTE:
The rectangular boxes around the logos are only samples of
solid backgrounds. The logo should never be defined by a
rectangle or other shape and never be boxed in any way.
DON’TS
Don’t change the
Don’t rescale the logo.
Don’t display
Don’t display the logo
Don’t use the
proportions of any
the logo on a busy
on an inappropriately
mark or letterform
element within the
background.
coloured background.
independently.
logo.
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15BOUTIQUE GROUP
COLOUR PALETTE
COLOUR PALETTE
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16BOUTIQUE GROUP
COLOUR PALETTE
COLOUR
HERITAGE GREEN
PALETTE
Boutique Group’s Brand Colour Palette is made
up of a selection of sumptuous jewel tones that
call to mind nobility and royal protocol. They have
been chosen to represent a rich heritage, respect
for tradition and the authentic details that embody
ROSE GOLD
GRADIENT
palace life in Saudi Arabia.
ROSE GOLD
The palette is made up of six colours. The primary
colours are Heritage Green, Gradient Rose Gold
and Rose Gold. The secondary colour is Vintage
Burgundy, and Desert Rose and Bottle Green are
designated as accent colours.
BOTTLE GREEN
VINTAGE BURGUNDY
DESERT ROSE
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COLOUR PALETTE
COLOUR
PALETTE
PRIMARY COLOURS
ROSE GOLD
GRADIENT ROSE GOLD
HERITAGE GREEN
Angle 45°
C6 M10 Y10 K0
PANTONE 5463 C
PANTONE METALLIC 8043 C
C90 M66 Y60 K66
C32 M58 Y57 K10
R6 G38 B45
R165 G112 B99
#06262d
#a57063
C32 M58 Y57 K10
C32 M58 Y57 K10
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18BOUTIQUE GROUP
COLOUR PALETTE
COLOUR
PALETTE
SECONDARY COLOUR
ACCENT COLOURS
VINTAGE BURGUNDY
DESERT ROSE
BOTTLE GREEN
PANTONE 4975 C
PANTONE 4755 C
PANTONE 625 C
C36 M84 Y59 K85
C3 M16 Y20 K9
C66 M21 Y49 K22
R63 G32 B33
R215 G196 B183
R83 G129 B111
#3F2021
#D7C4B7
#53816F
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TYPEFACE
TYPEFACE
BRAND BOOK
20BOUTIQUE GROUP
TYPEFACE
TYPEFACE
SANOMAT SANS
Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
The Brand typefaces are Sanomat Sans and DIN
abcdefghijklmnopqrstuvwxyz 1234567890
Next LT Arabic. These families of typeface are
fittingly traditional and have been chosen for their
regal familiarity and easy, assured elegance. They
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
are also easy to read at a variety of sizes,
abcdefghijklmnopqrstuvwxyz 1234567890
scales and weights.
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
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21BOUTIQUE GROUP
TYPEFACE
TYPEFACE
DIN NEXT LT ARABIC
Light
أ ب ت ث ج ح خ د ذ ر ز س
ش ص ض ط ظ ع غ ف ق
ك ل م ن و ي ٠١٢٣٤٥٦٧٨٩
Regular
أ ب ت ث ج ح خ د ذ ر ز س
ش ص ض ط ظ ع غ ف ق
ك ل م ن و ي ٠١٢٣٤٥٦٧٨٩
Medium
أ ب ت ث ج ح خ د ذ ر ز س
ش ص ض ط ظ ع غ ف ق
ك ل م ن و ي ٠١٢٣٤٥٦٧٨٩
Bold
أ ب ت ث ج ح خ د ذ ر ز س
ش ص ض ط ظ ع غ ف ق
ك ل م ن و ي ٠١٢٣٤٥٦٧٨٩
Black
أ ب ت ث ج ح خ د ذ ر ز س
ش ص ض ط ظ ع غ ف ق
ك ل م ن و ي ٠١٢٣٤٥٦٧٨٩
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GRAPHIC DEVICE
GRAPHIC DEVICE
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23BOUTIQUE GROUP
GRAPHIC DEVICE
GRAPHIC
DEVICE
Inspired by the Moqasab (the historical crown of
the Kingdom of Saudi Arabia), this graphic device
expresses a celebratory sense of royalty and Saudi
national pride.
This device can be used on applications that are less
text-heavy, such as dividers and billboards.
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GRAPHIC DEVICE
GRAPHIC
DEVICE
The graphic device can be used on different
colour variations, as shown here.
The opacity of the mark can be adjusted for visibility,
but should not exceed 30%.
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GRAPHIC DEVICE
GRAPHIC
DEVICE
Inspired by the Moqasab (the historical crown of the
Kingdom of Saudi Arabia), this graphic device creates
a repeated motif to express a celebratory sense of
royalty and Saudi national pride.
This small repeating pattern is suitable for more
image and text heavy applications such as on
brochures and social media posts. When using the
pattern with text, the pattern should cover no more
than 30% of the page.
When placing the pattern on a Heritage Green
(Pantone 5463 C) background, it must be in Rose Gold
(Pantone 8043 C) and set at 50% opacity.
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GRAPHIC DEVICE
GRAPHIC
DEVICE
When used on secondary and accent colours, the
pattern should be in Desert Rose (Pantone 4755 C)
and set at 50% opacity.
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27GRAPHIC DEVICE
BOUTIQUE GROUP
Dos
Don'ts
GRAPHIC
Doonly use the
Don't use the motif
graphic device as
and pattern together.
DEVICE – DOS
supplied.
AND DON’TS
Aliquam a turpis
Don't use colours
Do display text with
molestie mauris
that are not specified.
the graphic device.
Praesent suscipit.
The following examples demonstrate correct and
incorrect ways to use the graphic devices.
Don't use the full
Do use the pattern to
form of graphic device
cover 30% of the page.
as part of design.
Don't deconstruct
Do use specified
the mark or take out
colours.
some part of the mark
to use independently.
BRAND BOOK
28TONE OF VOICEBOUTIQUE GROUP
TONE OF VOICE
VOICE TRAITS
Boutique Group’s voice is expressed through four character traits,
which are drawn from the brand pillars.
BRAND PILLAR
NOBILITY
GENEROSITY
HERITAGE
CONTEMPORARY
VOICE TRAIT
DIGNIFIED
WARM
AUTHENTIC
UNDERSTATED
DESCRIPTION
Deeply satisfied
Accessible and
Channelling the
Modern and minimal,
by small and grand
approachable,
spirit of Saudi
shunning flowery language
pleasures alike
but always
Arabian hospitality
in favour of clean, sharp
dignified
prose
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TONE OF VOICE
VOICE TRAITS
DIGNIFIED
Well-versed in the art of indulgence,
How to:
but unimpressed by superlatives
• Write in an understated tone, communicating facts
and showmanship
without grandiosity.
• Refrain from overwrought luxury clichés or any hint of
braggadocio.
• Refer to Boutique Group in the third person – never as
a personified ‘we’/’us’.
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31BOUTIQUE GROUP
TONE OF VOICE
VOICE TRAITS
WARM
The voice of a generous host that
How to:
places guests at the heart of every
• Write with warmth while refraining from familiarity.
act and gesture
• Invoke readers’ imaginations to place them at the centre
of the action.
• Dignify readers, but avoid stuffiness or excessive formality.
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TONE OF VOICE
VOICE TRAITS
AUTHENTIC
Authentically Saudi Arabian,
How to:
conveying the warmth, values and
• Use the Arabic names (in romanised script) of Saudi
decorum that infuse the spirit of
Arabian local dishes, place names and ceremonies (refer to
Resource: TBD for romanised spellings).
Saudi hospitality
• Engage readers with backstory and historical context where
it is illuminating to do so.
• Weave in quotes, anecdotes and facts that are intrinsically
Saudi Arabian.
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TONE OF VOICE
VOICE TRAITS
UNDERSTATED
Simple, clean and uncluttered
How to:
language that shuns hyperbole
• Avoid redundancies in description (e.g. ‘unexpected surprise’,
and allows indulgent details to
‘soaring heights’).
speak for themselves
• Avoid empty modifiers (e.g. ‘very’) and flowery adjectives
in general.
• Convey facts without qualifiers to let readers infer indulgence.
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TONE OF VOICE
DOS AND
Do...
• Write in British English, with reference to the Oxford English Dictionary’s more common
DON’TS
usage when more than one spelling is possible.
• Embrace the economy of words with short, uncomplicated sentences.
• Prefer shorter words (e.g. ‘many’) to longer words with the same meaning (e.g. ‘numerous’).
• Write warmly, without assuming familiarity.
• Be mindful of titles and forms of address for dignitaries and guests.
Don't...
• Use emojis, slang or jargon.
• Use exclamation points or ALL CAPS for emphasis.
• Write in first person (‘I’, ‘we’, ‘us’) outside of quotations.
• Attempt to be ironic, clever or funny.
• Use outdated vernacular in an attempt to sound dignified.
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35BOUTIQUE GROUP
A STORY OF HERITAGE AND HOSPITALITY
