1、Brand Identity & Graphic StandardsCalrson Hotels Worldwide - Asia Pacific This section of the Marketing Manual contains Country Inns &Suites By Carlson fundamental identity and graphic standardsas well as registered service marks and trademarks. Theseelements distinguish CI&S from others in the mark
2、etplace andconvey our unique concept and image.To successfully build brand awareness and brand namerecognition we must speak in a unified voice. Each of you isresponsible for complying to these basic standards. Pleasereview this section carefully before designing any and allprinted materials.Table o
3、f ContentsI Identity StandardsIdentity Standards1.2Toll-free Reservation Numbers1.4 Logo Specifications1.5I Design ElementsDesign Elements1.7 I Printed CollateralPrinted Collateral1.8Property Rack Brochures1.9(pre-printed & customized) Pre-printed Brochure Order Form1.17Customized Brochure Order For
4、m1.19Rate Cards1.21Rate Card Order Form1.22Stationery Package1.24Stationery Order Form1.27Approved Paper Stock Samples I Communication FormsFax Form1.28Memo Form1.28E-mail Signature1.28I In-room Collateral & Front Office FormsIn-room Collateral & Front Office Forms1.29I Outdoor Billboards/Site Signs
5、Outdoor Billboards/Site Signs1.30Billboard Specifications1.30Sample Billboards1.32Site Sign Specifications1.33Outdoor Billboard/Site Sign Order Form1.34I Vehicle GraphicsVehicle Graphics1.35I DOT (Department of Transportation)DOT (Department of Transportation)1.36I Support MaterialsSupport Materials
6、1.40Locations Poster1.40Directories of Accommodations (Full & Mini)1.41Gift Certificates1.421.1Please review the Identity Standards carefully before designing advertisingand promotional materials.As a general overview, the followingIdentity Elements and Standards must prevail.Brand Identity & Graphi
7、c StandardsI TextBlack or green PMS 555I TypefacesCaxtonFuturaI Paper StockCollateral pieces are always printed on cream or ivory (theexception is the stationery package). Paper samples follow atthe end of this section.I LogosLogos are to be prominently displayed on all print materials. Logo specifi
8、cations can be found on pages 1.5 & 1.6. Competitive hotel brand logos may not be used in conjunction with CI&S trademarks.I Tag Line“A cozy stay at a comfortable price” is the CI&S positioningline - it is to be used with the brand or property-specific logowhenever space permits. Logo and tag line s
9、pecifications canbe found on pages 1.5 & 1.6. The two line stacked version may be used if space prohibits use of single line version.I Customer Toll-free Reservation NumberCountry Inns & Suites toll-free reservations number must be displayed on all printed materials and is moreprominent than the pro
10、perty phone number. Other toll-free numbers may not be used.I Group SalesWhen targeting group/tour business for ten or morerooms, use this toll-free number instead of the consumertoll-free number.I Web Site AddressCountry Inns & Suites Web site address or a hotel-specificURL must be displayed on all
11、 printed materials. Other Web site addresses may not be displayed or promoted.I Registered TrademarksReproduction of logos and trademarks must follow Country Inns & Suites By Carlsonreproduction standards due to federal registration laws.This is the Caxton typeface.PMS 555This is the Futura SM TM800
12、-456-4000800-964-79051.2Identity StandardsIdentity StandardsI Differentiater“By Carlson” distinguishes our brand from other Countryproducts. Therefore, the full Country Inns & Suites ByCarlsonname must be used in all advertising and promotional materials.I ExclusivityOther brands CANNOT be marketed
13、or mentioned in any CI&S collateral or promotional pieces. Though discouraged, management companies may beidentified in promotional materials as: “Professionally managed by (Company Name)” , in 5 pt. Caxton Light Italic at the bottom center of any piece.I Icons/BulletsProperty benefits, features, se
14、rvices and amenities areenhanced by using diamonds “N” within the text of the ad orpromotional piece. Other design elements are not acceptable.(The only exception is the use of yellow bullets to separatedirections, amenities, etc. on billboards.)1.3Identity StandardsIdentity Standards(cont.)1.4Ident
15、ity StandardsCountry Inns & Suites provides a toll-free reservation service.Every Country property is required to use and promote thisservice. By doing so, we increase brand awareness and gainexposure for individual property locations.We currently have different toll-free numbers for each country wh
16、ere toll-free service is offered. We are moving toward a universal number (800-456-4000) which will eventually be promoted around the world. This number is referred to as UIFN (Universal International Freephone Number). In North America, promote 800-456-4000. UIFN numbers for other countries are dis
17、played in the fullDirectory of Accommodations.When displaying the toll-free reservations number, you willuse one of the three applications below, as dictated byyour target audience.I Travel Agents(See application “A”)This application contains information relevant to travel agents.The ”chain code CX“
18、 allows agents to access informationabout Country Inns & Suites By Carlsonvery quickly.“Commissions Paid Promptly” ensures travel agencies thatour brand pays commissions for business generated bytravel agents. Use this application on materials targetingtravel agents. The toll-free telephone number m
19、ust be larger or more prominent than the property number and is to print black or green PMS 555 on a white or natural background. The sample toll-free number is to be used in North America. International locations will display the toll-free number applicable within their country.I Consumers(See appl
20、ication “B”)This application contains only our toll-free number and isto be used in all consumer advertising (i.e. newspapers,magazines) and on in-room amenities. The toll-free number must be larger and more prominent than the property telephone number. The toll-free number is typeset in Futura Bold
21、 and is to print black or green PMS 555, typically on a white or natural background.I Group Sales(See application “C”)When targeting group/tour business of ten or morerooms, use this instead of the consumer toll-free number.Toll-free Reservation NumbersTravel Agent Application:A800-456-4000Toll-free
22、 in the U.S. and Canada N Chain code CXCommissions Paid PromptlyConsumer Application:800-456-4000BGroup Sales Application:800-964-7905CThe toll-free reservation number is to be displayed on all supplies, promotional materials and advertising.Other toll-free numbers may NOT be displayed in conjunctio
23、n with CI&S trademarks.1.5Identity StandardsCountry Inns & Suites By Carlsonsignature logos are a designcomposed of our name, a flower and diamonds. The logotypeis the result of tightly controlled letter spacing and sizing formaximum readability and impact. Normal typesetting cannotreproduce the exa
24、ct typestyle and letterspacing and any modifications prevent proper readability and impact. Thelogotype cannot be altered. It must be reproduced exactly as shown.I Approved Paper StockWhite or natural (Cream/Ivory). Because certainelements of the logo appear white, other stock colors are not accepta
25、ble.I Registered TrademarksOur name and signature gain equity with every use. The symbol alerts the public that CI&S has legally registered itsname and image with U.S. Patent and Trademark Office.Proper placement of this symbol strengthens our positionagainst infringements by others and safeguards o
26、ur trademark.The symbol always appears with our brandname and logo. The follows the word “Carlson” the first time its written out in text format. Repeated use of the name in text does not require the .I Tag Line The tag line “A cozy stay at a comfortable price” is part ofthe logo and must be increas
27、ed/decreased proportionatelywith the logo.In the single line tag line, the first letter of thefirst word is capitalized and the remaining words are lowercase. When stacked, the first letter of every word is capitalized. When used in sentence form, either way is acceptable. Tag line information can b
28、e found on page 1.6.Logo SpecificationsThe Country brand logo or property-specificlogo must appear in all advertising, programand promotional materials.Inn & Suites - a property havingstandard guest rooms and at least25% of its inventory is suites.Inn - a property having standardguest rooms and less
29、 than 25% ofinventory is suites.Suites - a property having all suitesand 25% or more of its inventory isone-bedroom suites.Resorts - a property with any mix ofrooms and suites having recreationalamenities on site and located in aresort market.Property LogosBrand LogoUse the applicable property logo
30、(as stated in your licenseagreement) when promoting your specific hotel.Use the brand logo when promoting the brand ormultiple locations.Tag LineThe two line stacked version may be used if space prohibitsuse of single line version.I Reproduction standards apply to Brand and Property-specific logos E
31、lectronic files, both MAC and PC, are available through CHW Brand Marketing at 763-212-1314.I One-Color(See sample) Flower, diamonds and letters are white.Field is black or green PMS 555.If applied on a dark background, background butts directly to the outside rule, rule drops.If applied on a light
32、background, outline rule prints thesame color as the rest of the logo.The tag line prints black or green PMS 555.I Two-Color(See sample) Exterior rule, diamonds, and flower top are red PMS 206.Field is green PMS 555.Flower stem is 30% screen of green PMS 555.Tag line is green PMS 555.I Three-Color(S
33、ee sample)Follow two-color specification and add:Flower stem is aqua PMS 333.I Four-Color Process(See sample)Follow three-color specification and add:The tag line prints black.Process color formulations for the ink colors are:1.6Identity StandardsLogos Specifications(cont.)Solid GreenPMS 555C:83 M:0
34、 Y:56 K:56Solid RedPMS 206C:0 M:100 Y:43 K:0Solid AquaPMS 333C:38 M:0 Y:27.5 K:0Brand LogoUse the brand logo when promoting the brand or multiple properties.1-COLOR(PMS 555)1-COLOR(BLACK)2-COLOR(PMS 555, PMS 206)3-COLOR(PMS 555, PMS 206, PMS 333)4-COLOR(C,M,Y,K)The deckle edge (jagged edge) is used
35、in printed materials to project a consistent visual image for the brand. Used mostoften on forms, collateral and amenities.Refer to the Advertising Section for property-specific advertising specifications.Design ElementsDeckle Edge - horizontalDeckle Edge - VerticalPMS 555 - GreenPMS 555 - GreenBlac
36、kBlackPMS 127 - YellowPMS 127 - Yellow1.7Design Elements1.8Printed CollateralOur continuous goal is to build name recognition. We willaccomplish this through consistent, uniform imaging.This section is dedicated to the application of corporate identity standards as related to property-specific infor
37、mationaland promotional materials. All of these pieces are designedand developed through the ADS Department. If someone otherthan ADS is developing these pieces, please direct them toCHW Brand Marketing at 763-212-1314 for productionstandards and for approval prior to production.Pieces covered in th
38、is section include:I Property Rack Brochures (pre-printed & customized)I Rate CardsI Stationery PackagePrinted Collateral1.9Printed CollateralOne of the most frequently used communication tools is therack brochure. All properties are required to have a rackbrochure. We have designed a four-panel (on
39、e fold) and asix-panel (two fold) version of this brochure for your use. These brochures are designed to be “formats” and as such,have certain features that are required for graphic continuity,such as:Basic layoutLogo placement and sizeColor bands (yellow & green)Cover treatment and titleTag lineOth
40、er features which are discretionary, such asproperty-specific photography, maps and directionsThere are two brochure options:1. Pre-printed brochure shell using CI&S stock photographyand messaging. Pre-printed brochures are imprinted with your hotel name and property-specific information(color work
41、cannot be customized).2. Customized brochure using property-specific photographyand messaging. Custom brochures contain your originalphotography, copy, etc.If you are going to contract with any other graphic resource,please submit your layouts to the ADS Department forapproval in assuring that we ar
42、e projecting a strong, consistent brand identity in the marketplace. Please follow these guidelines:I Standard ComponentsAll brochures must contain the following components: Property-specific logoTag line. “A cozy stay at a comfortable price.”The brands toll-free phone number and Web site address or
43、 property-specific URLConsistent layout, design and typography Location heading on cover Directional map/driving instructions Property services, amenities and attractionsI Graphic ComponentsAll brochures are designed with the following components:Top yellow headline barHeadline(s)Body copyPicturesI
44、SizesAll brochures are designed for a standard literature rack. Whether displayed at your property or in a general information rack (tourist information kiosks, airports, etc.),the folded brochure size (for both a 4-panel and a 6-panelversion) is 4” x 9” .4-Panel Brochure:The 4-panel brochure, when
45、flat (unfolded), should measure8” wide by 9” deep (tall). The 8” dimension folds to a 4” widthwhen the brochure is closed.FRONT COVER:When folded, the 4” x 9” front cover is laid out to the following specifications:I Yellow Title BannerAcross the entire top of the front cover is a yellow (PMS 127 or
46、 matching 4-color process yellow) banner that measures 1-1/4” deep from the top edge of the brochure. The bottom of the banner has a deckle (jagged-looking) edge. The brand, property name (see example on page 1.12), and specific locator are all contained in the yellow banner in green (PMS 555 or mat
47、ching 4-color process green). The brand name “Country Inn & Suites” (or other property-specific names Country Inn or Country Suites) should be set in 12 pt. Caxton Book. The property name itself (as in the example “Jackson Airport”) should be set in 20 pt. Futura Bold. In the event that a locator ci
48、ty is used (as in the example Pearl), this should be set on the same base line as the property name, and set in 12 pt. Futura Bold. Finallyon the third line, the state listing should be set in 12 pt.Futura Book. All three lines should be set flush right, 3/16” from the right edge of the page. The le
49、ading (or space between the lines of text) is approximately 24 points.I Bottom Green BannerAcross the bottom of the front and back page of thebrochure is a green (PMS 555 or matching 4-color process green) banner (approximately 11/16” thick) which contains the logo and tag line (A cozy stay at a com
50、fortable price.) The logo is 15/16” wide, and sits 3/16” from the bottom of the page and 3/16” from the right edge of the page. The top of the logo extends 3/16” abovethe green banner and overprints the photograph.The tag line on the front of the brochure, sits 3/16” to the left of the logo, is set
