Casiola Brand Guidelines

At Casiola, our brand is more than just a logo or color palette—it’s the heart of who we are and what we stand for. These guidelines are your map to understanding and maintaining the consistency, voice, and visual identity that make Casiola unique.

Whether you’re designing a marketing campaign, crafting a social post, or developing new materials, this guide ensures that every piece reflects our values, professionalism, and vibrant personality. Together, we create a cohesive brand experience that resonates with homeowners, guests, and partners around the world.

Let’s keep the Casiola magic alive and thriving—one detail at a time.

Mobile only!

Our guests and owners primarily engage with us through mobile devices, so our style is designed with a mobile-first/mobile-only approach. It must work seamlessly on mobile, with the flexibility to adapt to desktop or print as needed.

icon

Casiola Icon

The Casiola icon should only be used on our official channels (e.g., social media, office TV, etc.), where the brand identity is unmistakable.

For all other purposes, please use the full Casiola logo.

Spacing

Proper spacing around the logo is essential. Ensure there is a clear area of at least 1x the width of the heart surrounding the logo to maintain its visual impact and clarity.

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Misuse

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Don’t change the proportions of the logo

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Don’t use any effects on the logo

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Don’t add any visual elements to the logo like borders or other elements

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Make sure the logo doesn’t touch any other elements

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Don’t change the appearance of the logo: color, orientation, …

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Respect the margins around the logo

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Casiola Tagline

Our tagline is “Vacation homes you’ll love.” You can incorporate it into any design or layout, preferably placing it in the footer alongside the URL for optimal visibility.

If possible, opt for the image version and avoid using the tagline with the word ‘love’ styled differently in text form. See Typography.

Colors

Casiola thrives on our signature magenta color. It stands out in a crowd, setting us apart from other players in the industry.

Magenta also symbolizes boldness, creativity, and a warm, welcoming spirit—perfectly reflecting the vibrant energy and unique experiences of the vacation rental space.

The magenta color is non-negotiable—we prefer to keep it pure and undiluted, without any variations.

Casiola Magenta color codes:

  • HEX: #ff0099
  • CMYK: 0 100 15 0
  • RGB: 255 0 155
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Background & text colors

Legibility is important to us, which is why we prioritize using high-contrast text. Always use Casiola Text Grey on any light underground and Casiola White on any dark underground. 

You can use Casiola Mid Grey for accents and Casiola Background Grey for backgrounds.

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Casiola Text Grey

#4d4d4d

CMYK 0 0 0 90

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Casiola Mid Grey

#808285

CMYK 0 0 0 60

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Casiola Background Grey

#f1f1f1

CMYK 0 0 0 10

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Casiola White

#ffffff

CMYK  0 0 0 0

Secondary colors

orange

#f0b335

CMYK 0 35 100 0

yellow

#f8e039

CMYK 0 10 100 0

green

#83c4a6

CMYK 55 0 45 0

teal

#f0b335

CMYK 0 35 100 0

sky

#65b9c9

CMYK 65 0 20 0

blue

#3b6c9f

CMYK 85 55 15 0

navy

#24264a

CMYK 95 90 40 40

orange

#f0b335

CMYK 0 35 100 0

yellow

#f8e039

CMYK 0 10 100 0

green

#83c4a6

CMYK 55 0 45 0

teal

#f0b335

CMYK 0 35 100 0

sky

#65b9c9

CMYK 65 0 20 0

blue

#3b6c9f

CMYK 85 55 15 0

navy

#24264a

CMYK 95 90 40 40

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Typography

The official Casiola font is “Open Sans,” a versatile and free-to-use Google font. We use it across our website and print materials, and it has become synonymous with our brand identity.

We use 2 versions: “Open Sans Regular” and “Open Sans Bold”. 

All important words are always put in bold. This emphasizes their importance and makes longer text easier to read.

Text styles

Heading 1: Open Sans – #ff0099 –  line-height: 1.5rem

Heading 2: Open Sans – #4d4d4d – line-height: 1.5rem

Heading 3: Open Sans – #4d4d4d – line-height: 1.5rem

Body: Open Sans 14px – #4d4d4d – line-height: 1.5rem

Links: Open Sans 14px – #ff0099

Capitalization

We’re unconventional in the vacation rental space, and our approach to title capitalization reflects that.

Unlike the US system, which capitalizes every word in a title, we follow a simpler style: only the first letter of the sentence and proper nouns are capitalized, while the rest remains lowercase.

Text alignment

We follow a mobile-first design approach. To enhance readability, our text is center-aligned on mobile devices.

For desktop versions and print, we use left alignment for a cleaner and more professional appearance.

Images

People-centric:

Include people in images whenever possible, emphasizing the human connection behind the brand. Showcase a diverse range of individuals to reflect inclusivity and ensure everyone can see themselves in the Casiola experience.

Examples of showcasing diversity:

  • Highlight families, couples, and solo travelers of different ethnicities, ages, and abilities enjoying the property.
  • Feature multi-generational groups or friends with varied backgrounds connecting in shared spaces like the living room or pool.
  • Use images of guests engaging in activities, from lounging by the pool to cooking together, ensuring a mix of lifestyles and cultures.

Property photos:

  • Always sunny and inviting.
  • Use professional-quality photos.
  • Prioritize pictures featuring a pool when available.

By combining people-centric imagery with a commitment to diversity, we convey Casiola’s vibrant, welcoming, and professional image effectively, ensuring our brand resonates with a wide range of audiences.

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Graphical elements

Cards

Our design style prominently features cards as a key element.

Cards are styled in either Casiola White or Casiola Background Grey, carefully selected based on the background color to ensure a clean and cohesive look.

Notably, our cards are borderless, maintaining a sleek and modern aesthetic.

By default our cards have a 20px (1.4rem) padding on digital and a 0.125″ rounded corner in print.

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Rounded corners

Every element in the Casiola design embraces a rounded, smooth aesthetic with consistent and harmonious spacing.

The guiding principle for corner radius is simple: it matches the padding value of the card. For example, if the padding is 20 pixels, the radius is also 20 pixels.

When there’s no padding (in an image e.g.), the standard padding is set to 1.4rem, ensuring the radius aligns at 1.4rem as well for a cohesive look and feel.

Icons

We incorporate the free Font Awesome packs into our design style.

Icons can be utilized in two ways: a simple standalone version featuring just the icon, or enclosed within a circular shape for added emphasis.

When using standalone icons, please use the Casiola Mid Grey color.

When using the icon in a circle, make sure the icon fits in a centered square, 1/2 the size of the circle.

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Team mates

Our team members are the heart of our organization and our greatest asset. That’s why we proudly showcase them across all our communication platforms—from vehicle branding and printed materials to our website.

Each team member receives a professional photoshoot upon joining the company, and these images are featured prominently in our materials, celebrating their role and contributions.

Team mates photos are taken against a light background, preferable outside with natural lighting. We remove the background and use the person against a plain White/Grey background.

Grey/Magenta footer bar

Our documents/designs use a footer bar with our tagline and destination URL. Templates are available for print use & Google documents

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Destination URLs

While casiola.com serves as the main domain for everything Casiola, we encourage destinations to use their unique URLs: casiola.com/destination and join.casiola.com/destination.

Important, don’t capitalize the destination name.

When possible, put the destination in bold.

Highlight badge

To highlight specific information like “New,” “Congratulations,” or “Sale,” we use a distinctive Casiola Magenta circle paired with bold Casiola White text.

For added visual impact, ensure the text is slanted diagonally towards the center of the page, creating a dynamic and eye-catching effect.

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highlight directions
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Glass effect

To emphasize a message in a presentation, we enhance its visibility by placing two opaque circles in the background. This subtle design element draws attention to the highlighted content, ensuring it stands out effectively.

Use Casiola White and 30% transparancy.

Franchise background

To visually differentiate the standard Casiola design from the franchise environment, we use a distinct background exclusively for franchise-related communications. This background should not be used for any other purposes outside of franchise content.

pattern back

Tone of voice

The Casiola tone of voice is friendly, professional, and confident. We focus on clear, engaging communication that builds trust and highlights our expertise. Our tone is approachable and positive, designed to make property owners and guests feel confident in choosing us while keeping messages simple and effective.

We are committed to using inclusive language that ensures everyone feels welcomed and valued. This means avoiding gender-specific terms, stereotypical assumptions, and language that may alienate or exclude any group.

Examples of inclusive text:

  • Instead of “Dear Sir or Madam,” use “Dear Guest” or “Hello [Name].”
  • Replace “landlord” with “property owner” or “homeowner.”
  • Use “main bedroom” instead of “master bedroom”
  • Use “partner” instead of “husband/wife” when discussing relationships.
  • Choose “everyone” or “all guests” over “ladies and gentlemen.”

By embracing inclusivity, we create a positive experience for all our customers and partners while reflecting our core values of respect and collaboration.

casiola favicon
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#CasiolaLove

We use #CasiolaLove to share our team spirit and togetherness on socials and other platforms, even if the importance of hashtags has changed over time.

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