The principles that protect the institution.
A short reference for everyone who writes, designs, photographs or publishes on behalf of Luxury Hotel Brokers.
Brand Philosophy
Luxury Hotel Brokers is an institution before it is a website. The brand carries the posture of a private bank, the discretion of a chambers and the editorial authority of a research house. Nothing the brand publishes should feel transactional.
Voice & Tone
Calm. Considered. Precise. The institution speaks in complete sentences, never in marketing copy. Avoid superlatives, urgency and exclamation. Prefer understatement to assertion.
Visual Identity
Editorial restraint. The seal is the only ornament. White space is the primary design device. Typography carries hierarchy; colour carries authority; imagery carries place.
Colour
Charcoal for ink. Ivory for canvas. Gold for authority. Stone for structure. Heritage for secondary depth. Five tokens. No exceptions without senior approval.
Typography
Cormorant Garamond for display and editorial gesture. Inter for text, navigation and data. Never substitute. Never deploy a third typeface.
Photography
Architectural, atmospheric, unpopulated. Hotels at first or last light. No staged hospitality clichés. No people in lobbies. No food close-ups. Photography is place, not service.
Editorial Style
British English. Oxford comma optional, internally consistent. Numerals for figures above ten. Currencies fully written on first reference. Italics for publication titles and quoted phrases.
Report Design
Reports adopt the institution's editorial grid. Cover page carries the seal and report title only. Charts are restrained, monochromatic, with single gold accents. Footnotes are dense and serious.
Data Visualisation
Charts inform rather than decorate. One series in charcoal, one in gold; supporting series in stone. Axes are minimal, labels short, captions complete.
Social Media
Restraint. Quotation marks around figures. Charts as images, not screenshots. Each post a small editorial — never a campaign. Never use emojis or hashtags within copy.
Accessibility
All contrast meets WCAG 2.2 AA. Type scales preserve hierarchy across devices. Alternative text describes the role of the image, not its decoration. Motion is optional and reduced for accessibility preferences.