Brand Guidelines
Identity and design standards.
The Cordially identity is deliberately restrained: ninety percent black and white, ten percent matte gold. Everything on this page derives from the Cordially Concierge Brand Identity and Design Standards; it is the reference for every touchpoint, printed or digital.
The brand
Cordially Concierge is a boutique, founder-led private concierge company that creates and designs tailor-made, elevated experiences through travel and curated events for a select number of private clients who value the thought behind every detail as much as the experience itself.
Mission
To create bespoke, extraordinary experiences through elevated Canadian and international travel and private experiences, delivered with the warmth and precision that defines Cordially.
- Headquarters
- Vancouver, BC, Canada
- Founder
- Natasha Emeagi
- Reach
- Canada primary; international secondary
- Client model
- By referral
Brand pillars
Two pillars, distinct in form and identical in spirit.
01
Travel Design
We act as the single trusted custodian for discerning clients who want every element of their travel curated by one facilitator, with one consistent standard and one seamless experience from beginning to end. Every itinerary is crafted from scratch, reflecting a deep understanding of each client's lifestyle, preferences and aspirations; from bespoke Canadian wilderness journeys to international itineraries built around what moves you.
02
Private Experiences
We orchestrate intimate, multi-sensory experiences that elevate the art of living well while cultivating an ecosystem of like-minded individuals. These experiences are exclusive to Cordially Concierge and are extended by invitation.
Core values
Six values govern every decision Cordially makes, from how we answer an email to how we present a client's itinerary. They are standards.
Excellence
Every project is Cordially's signature. We deliver extraordinary, every time, without exception.
Discretion
What happens between Cordially and a client stays between Cordially and a client. Confidentiality is foundational.
Precision
Flawless execution at every touchpoint. Every detail is anticipated, considered and confirmed.
Warmth
Genuine human connection sits at the heart of every relationship. Clients feel seen, heard and genuinely cared for.
Pro-Canadian
We are unabashedly passionate about Canada; we believe it is one of the most extraordinary destinations on earth for the discerning traveller.
Fun
Joy is at the heart of Cordially. Life is for the living, and our clients should feel that in every experience we create.
Brand personality
The brand should feel like a person: warm but precise, bold but never loud, sophisticated but genuinely fun. Confident, and quietly so.
Elegant
Clean lines, considered space, nothing excess. Like a perfectly tailored garment.
Sophisticated
Informed, cultured, genuinely expert; always generous with what it knows.
Warm
Human. Personal. The kind of warmth that makes clients feel genuinely seen.
Bold
Confident in its positioning, its pricing and its point of view.
Discreet
Quiet confidence. What Cordially does for clients is felt, rather than announced.
Precise
Every detail is considered, confirmed and delivered.
The icon
A stylised CC, drawn as one continuous gesture.
The icon is the abbreviated expression of the identity: a stylised CC for applications where the full wordmark does not fit, such as app icons, social profiles, favicons and embossed or foil detail. Its direction follows the typographic elegance of The Vancouver Club mark, referenced in the standards as the benchmark for the abbreviated version.
Two Cs, one relationship
The outer C encircles the inner C, holding it. It is the brand's promise made geometric: one facilitator, one consistent standard, one seamless experience from beginning to end.
A single continuous line
The stroke opens and returns without interruption, echoing precision; every detail anticipated, considered and confirmed, with nothing left unresolved.
Matte gold, used sparingly
Gold appears on the monogram alone, never across a layout. It is the signature accent that carries ten percent of the visual weight while black and white carry ninety.
Icon on black, white and matte gold
Three approved grounds, three approved treatments. Where the gold monogram would sit on a gold field, it converts to ink black; where the ground is photographic and dark, the gold monogram remains, and the white monogram is reserved for grounds that compete with it.
On black
Matte gold monogram. Preferred for dark covers, invitations and closing frames.
On white
Matte gold monogram. The default across the website and all documents.
On matte gold
Ink black monogram. Gold on gold is never used; contrast carries the mark.
Logo formatting
The full wordmark is strongly preferred; the monogram supports it.
Horizontal lockup, primary
The default across every digital touchpoint: website header and footer, email signature, letterhead, invoices and social banners. The monogram sits to the left of the wordmark, optically centred to the cap height, separated by a clear interval equal to the width of the monogram's inner counter.
Vertical lockup, alternative
Used where the format is square or portrait: business cards, invitation covers, menu cards, gift enclosures, itinerary title pages and centred social posts. The monogram is centred above the wordmark with a vertical interval equal to one third of the monogram's height, and the wordmark is optically centred to the monogram's axis.
Clear space and sizing
Minimum clear space on all four sides equals the full height of the monogram. No type, rule, image edge or fold may enter this field.
| Application | Minimum size | Where it is used |
|---|---|---|
| Horizontal lockup, digital | 160 px minimum width | Website header, email signature, social banners. |
| Horizontal lockup, print | 35 mm minimum width | Letterhead, envelopes, invoices, itinerary covers. |
| Vertical lockup, digital | 96 px minimum width | Centred covers, invitations, closing frames. |
| Vertical lockup, print | 22 mm minimum width | Business cards, menu cards, gift enclosures. |
| Monogram alone | 24 px / 8 mm minimum | App icons, social avatars, embossing, foil detail, favicons. |
- Scale the lockup proportionally; the relationship between monogram and wordmark is fixed.
- Place the mark on a plain field, or on the calmest area of a photograph, with the gold monogram reading clearly against it.
- Keep the mark in ink black, pure white or matte gold; these three are the complete set.
- Reproduce the wordmark as supplied, with its original letterspacing intact.
Colour palette
Three colours only. Ninety percent black and white; ten percent matte gold. The gold is always matte, never metallic-bright. When in doubt, use less.
Ink Black
#111111All body text. Wordmark on light grounds. Typographic detail.
Pure White
#FFFFFFWebsite background. Document backgrounds. Dominant across all digital touchpoints.
Matte Gold
#CEA25DThe monogram. Decorative borders and rules. Key typographic details. Print materials.
Typography
Playfair Display
The face
Playfair Display is the Cordially display face. It sets every headline, every logo adjacent statement and every button label. It was drawn by the Dutch based Danish type designer Claus Eggers Sørensen and first released in 2011, with a full italic companion following and a variable version, spanning 400 to 900 weight, released in 2017.
Its lineage is transitional rather than modern: it looks to the middle of the eighteenth century, when the quill gave way to the pointed steel pen and letterforms in Europe grew higher in contrast, with flatter, finer, more horizontal serifs. The design draws on John Baskerville's Birmingham types of the 1750s and on the Dutch taste for a large x-height and an economical, generous lowercase. The name belongs to the same Enlightenment moment, nodding to William Playfair, the Scot who invented the statistical graphic in 1786.
It was conceived as a display face: the hairlines and the delicate ball terminals reward large sizes and suffer at small ones. That is precisely why Cordially uses it for headlines and for the short, deliberate lines of a button, while body copy is set in Neue Haas Grotesk Display, whose neutrality lets the serif carry all of the voice.
Specimen
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 & , ; : ' " ? !
Headlines
Playfair Display Regular, 400. Set tightly, with negative letterspacing of roughly 1.5 percent and line height between 1.05 and 1.25. Sentence case; never all capitals.
Buttons and labels
Playfair Display at 11 px with 0.28 em letterspacing, uppercase, inside a one pixel matte gold outline. This is the single place capitals are used in the display face.
Body copy
Neue Haas Grotesk Display Roman, 400, at a line height of 1.85 to 1.9. Ink black on pure white; muted grey is reserved for supporting paragraphs.
Supporting typeface
Neue Haas Grotesk
Display Roman, the body face
The face
Neue Haas Grotesk Display Roman, weight 400, sets every paragraph, caption, menu label and functional line of the identity. Where Playfair Display carries the voice, Neue Haas Grotesk carries the information, and it does so with deliberate neutrality.
The design descends directly from Neue Haas Grotesk, the original 1957 name of what the world came to know as Helvetica: drawn by Max Miedinger with Eduard Hoffmann at the Haas Type Foundry in Münchenstein, Switzerland, it was the definitive statement of Swiss modernism. The Display cut was redrawn by Commercial Type to restore the warmth and tight fit of the original metal type, correcting the compromises of the phototypesetting era.
Cordially uses it at generous line heights, 1.85 to 1.9, in ink black on pure white. Muted grey is reserved for supporting paragraphs and captions only.
Specimen
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 & , ; : ' " ? !
The pairing rule
Playfair Display speaks first; Neue Haas Grotesk explains. The two faces never compete for the same line.
Eyebrows and labels
Neue Haas Grotesk at 11 px, uppercase, with 0.28 em letterspacing. This is the technical register of the identity.
Body copy
Roman 400 only, 16 px and above on digital, set with generous line height and no hyphenation where it can be avoided.
Photography and imagery
Canadian travel, seventy percent
The dominant category. Mountains, the Rockies, the BC coast, rainforest, wilderness expeditions, snow, heli-skiing, ocean, the aurora, Gulf Islands sailing, wineries. Editorial rather than stock: expansive, cinematic and alive.
Dining and private experiences, thirty percent
Harvest tables with extraordinary tablescapes, private chef moments, wineries at golden hour, candlelit private dining rooms. Always intimate, in the scale of a gathering rather than a banquet.
People
Minimal and selective. Where people appear, they are shown from behind or in profile; the focus stays on the experience.
Mood
Warm without turning orange. Rich without over-saturation. A visitor should feel something before they read anything.