1、Brand Guidelines-Table of ContentsTABLE OF CONTENTS1 Introduction 1.1 The Brand 1.2 Brand Personality 1.3 Brand Architecture 1.4 Brand Promise2 Brand Identity 2.1 Logo 2.1aOverview 2.1bSpacing 2.1cIncorrectUsage 2.2 Hilton Worldwide2.2aOverview 2.2bUsage 2.2cHHonors 2.2dBrandBar2.3 Typography 2.3aOv
2、erview 2.3bWebTypography2.4 Trademarks 2.5 Color Palette IntroductionSECTION 14Brand Guidelines The BrandINTRODUCTION | BRAND IDENTITYHome2SuitesbyHiltonbringsafresh,contemporaryapproachtothemid-scale,extended-stayhotelmarket.Targetedattodayssavvy,value-orientedtraveler,Home2isaninnovative,thriftyex
3、tended-staybrand.Home2wasdevelopedbyexaminingeveryaspectoftheguestexperienceandthenreinventingthosetouchpointsinatrulyunique,design-consciousmanner.Fromcheck-intocheck-out,everydetailhasbeenthoroughlyconsideredanddesignedtobeuniquelyHome2.Theresultisaguestexperienceandbrandmessagethatisengaging,pass
4、ionateandalwaysmemorable.Thesebrandguidelineswillprovideyouwithoverarchingprinciplesandrules,alongwithexamplesofourbrandsprintedmaterials,collateral,stationerydesignsandonlinecommunications.Youwillalsofindinformationaboutproperlogousage,colorspecifications,appropriatetypography(copy)andadescriptiono
5、fourbrandsdistinctvoice.Bycollectivelypresentingaconsistentvisualidentity,weallhelpreinforcethestrengthofouruniqueanddynamicbrandpersonality.ThishelpsestablishfamiliaritybetweenHome2Suitesandourcustomers,andinturn,aheightenedsenseofcomfortforourguests.5Brand Guidelines BRAND PERSONALITYINTRODUCTION
6、| BRAND IDENTITYHome2SuitesbyHiltonwasdesignedwithaflexibleapproachtowardrelaxation,connectionandproductivity.Ourguestsroomsandcommunalspacesencouragesocialinteractionandofferopportunitiestoworkinanadaptable,multipurposeenvironmentthatiscomfortableandinviting.Westrivetotransformourgueststravelexperi
7、enceintoadelightfuldiversionfromtheirroutineratherthananinterruptiontotheirlife.Andtoprovidethemwitha“secondhome”thatistrulysecond-to-none.Home2Suitesisashiningexampleofthenextgenerationofhotelbrandsonewithanacutelytunedconscience.Home2iskeenlyawareoftheimpactthatourhotelshaveonourcommunitiesandonth
8、eenvironment.Itisthisheightenedcommitmentthattakesourservicetothenextlevel.6Brand Guidelines BRAND ARCHITECTUREINTRODUCTION | BRAND IDENTITYSOCIALIZATIONSOCIALRESPONSIBILITYFREEDOMTHRIFTYWELLNESSFreetobeyouPositioningstatement:Itsmorethanaplacetostay,itsyourhang-outanditsjustyourstyle.Afterallitsyou
9、raddress2,sofeel“freetobeyou.”“Weguaranteeanengagingexperienceandclean,comfortableaccommodations.Ifyouarentcompletelysatisfied,letusmakeitright,orthatnightsonus.”LIVINGSPACES:OasisAll-SuiteExtended-Stayw/In-RoomKitchenetteFitness/LaundryComboBusinessServicesWELL-BEING:InspiredBreakfastSustainability
10、SalinePoolOutdoorWalkingTrailPatiosYour2HandsPet-FriendlySuitesBundledPricingSocialConnectednessServiceCultureSTAYINGCONNECTED:WirelessPrinting-PrinterOnHighSpeedWirelessInternetAccessIn-roomMediaHubPLAYFULENGAGINGPASSIONATEINDIVIDUALITYCOMMITTEDCUTTINGEDGEBRANDESSENCEADistillationofBrandPositioning
11、BRANDVALUESCodeofBehaviorBRANDPROMISEArticulationofCommitmenttoCustomersBRANDEXPERIENCEProduction&ServiceProofPointsDeliveredAgainstthePromiseBRANDVOICEHowtheBrandSpeaks7Brand Guidelines BRAND PROMISEINTRODUCTION | BRAND IDENTITY“We guarantee an engaging experience and clean, comfortable accommodati
12、ons. If you arent completely satisfied, let us make it right, or that nights on us.”TheHome2Guaranteeisourpledgetogueststhatweintendtoprovidethemwiththebestpossibleserviceandaccommodations,andwelldoeverythinginourpowertomakesurethathappens.TheHome2Guaranteelogousesthesamecolorsasthebrandlogoandissub
13、jecttothesameusageguidelinesastheHome2Suiteslogo.Brand IdentitySECTION 29Brand Guidelines Logo | OverviewINTRODUCTION | BRAND IDENTITYBlack (for black and white printing only)White (for use in dark solid colored backgrounds only)Primary 2-Color Logo - PMS 7533C and PMS 383CSecondary 1-Color Logos PM
14、S 7533C ONLYApproved Color Variations: -twocolor,PMS7533Cand383C-onecolor,PMS7533C-onecolor,white-onecolor,blackLogo Specifications & Reproduction Requirements:LogosmustonlybereproducedfromoriginalartworkthatcanbeobtainedfromOnQInsiderortheHome2SuitesbyHiltonBrandManagementteam.Recreationsof,ormodif
15、icationsto,thelogoareNOTacceptable.TheHome2SuitesbyHiltonlogoandsymbolmustbereproducedproportionallyasshowninthePrimary2-colorlogosection.AllcolorsarebasedonthePantoneMatchingSystem(PMS).Deviationsfromthesecolorsarenotauthorized.Becausethelogocanbeeasilydistorted,pleaseensurelogosareplacedproportion
16、ally.Primary 2-color Logo Colors:spot cmyk rgb webPMS383C26C/3M/93Y/17K178R/187G/30BA2/AD/OOPMS7533C36C/52M/65Y/85K75R/57G/0B4A/3C/3110Brand Guidelines Logo | SpacingINTRODUCTION | BRAND IDENTITYLogo SpacingThe Home2 Suites by Hilton logo must maintain a defined minimum amount of clear space around
17、it. The clear space is equal to the width of the “H” in the word mark HOME. This space must be equal all around the logo. One exception to this rule is when the logo is right justified and aligns/bleeds off the right side of the composition.Approved Background ColorsBackgrounds should provide contra
18、st to the logo for maximum legibility. The only approved backrgound colors for the logo are as follows: - White- PMS 7533C dark brown CMYK: 36C, 52M, 65Y, 85K RGB: 75R, 57G, 0B WEB: 4A, 3C, 31 - PMS 383C green CMYK: 26C, 3M, 93Y, 17K RGB: 178R, 187G, 30B WEB: A2, AD, 00- Black or Dark Solid ColorWhi
19、te & 2-ColorPMS 7533C & 2-ColorPMS 383C & 1-ColorWhite & 1-ColorPMS 7533C & 1-ColorPMS 383C & 1-ColorBlack or Solid ColorSecondary 1-color Logos Logo Clear Space RequirementsRIGHT EDGE OF COMPOSITIONClear Space = “H” symbol width11Brand Guidelines Logo | Incorrect UsageINTRODUCTION | BRAND IDENTITYN
20、ever eliminate “SuITES BY HILTON”Never print as a screen of blackNever print logo in outline form Never print any portion of logo as a screenof approved colorsNever print the “2” as a solid fill Never separate the “Door” element from the “2”Never substitute or reset the type in the logoNever print t
21、he logo or “2” in any color other than the approved color optionsNever mis-proportion the logo12Brand Guidelines Hilton WorldwideINTRODUCTION | BRAND IDENTITYThefollowingidentityelementsareincludedintheHiltonWorldwidebrandidentity:HiltonWorldwidelogoHiltonHHonorslogoBrandbarTheseelementsareusedindif
22、ferentcombinationsdependingonthebrandingscenario.TheHiltonWorldwidelogoreplacestheHiltonHotelsCorporationlogoasourbusinessfacingmark.TheHiltonHHonorslogoreplacesTheHiltonFamilylogoasourconsumerfacingmark.65% black (standard version)Hilton Worldwide logoHilton HHonors logo13Brand Guidelines Hilton Wo
23、rldwide | OverviewINTRODUCTION | BRAND IDENTITYWhencreatingmaterials,afewkeyruleswillfacilitateconsistencyacrosstheorganizationandmaximizetheimpactofouridentityglobally.Thereareseveralconsiderationsfordeterminingwhat,where,whenandhowtousetheHiltonWorldwideidentityelements.Considerationssuchasthepiec
24、eoriginator,regionandaudienceneedtobeaddressed.TheHiltonWorldwidelogo,HiltonHHonorslogoandbrandbarmustbeconsistentlyusedaccordingtotheguidelinesprovided.Thestrengthoftheseassetsusedincombinationwillhelpusachieveourgoals.Hilton WorldwideAllcommunicationstobusiness-to-business(B2B)audiences,suchasowne
25、rs,developersandthoseinthetravelindustry,leadwiththeHiltonWorldwidelogo.Thisreinforcesourcontinuedcommitmenttoprovidingthebesthospitalitygloballytoourpartners.TheHiltonWorldwidelogoisusedonallinternalcommunicationstoourcorporateteammembers,reinforcingthatwhereverweareintheworld,weworkforoneorganizat
26、ion.Hilton HHonorsTheHiltonHHonorslogoisusedonallenterprise-ledcommunicationstoguestsandconsumers.TheconsistentuseoftheHiltonHHonorslogoreinforcesourdrivetosatisfyourguestsandpromoteloyaltyworldwide.Intext,thenameremainsHiltonHHonors.Brand barOurbrandbarservesasavisualreminderthatHiltonWorldwideispo
27、weredby10strongbrandsservingallsegmentsofthehospitalityindustry.ThebrandbarmustbeusedinconjunctionwitheithertheHiltonWorldwideortheHiltonHHonorslogo,dependingonyouraudience.Usage in CopyWhenreferringtoourofferingsintext,state“portfolioofbrands.”ThisreplacestheprevioususeofTheHiltonFamilyandthefamily
28、ofbrands.Example:HiltonWorldwideannouncedtodaythatitsportfolioofbrands.orTheHiltonWorldwideportfolioofbrands.14Brand Guidelines Hilton Worldwide | UsageINTRODUCTION | BRAND IDENTITYIndividual brandB2B Consumer Multiple brands, someB2B Consumer Multiple brands, allB2B Consumer Internal team members H
29、otel Internal team members Corporate Hilton HHonors Olympic sponsorship B RequiredNot usedRequiredNot usedRequiredSpecial circumstances onlyRecommendedRequiredNot usedRequiredOptionalStrongly recommendedOptionalStrongly recommended OptionalRequiredSpecial circumstances onlySpecial circumstances only
30、RequiredNot usedRequiredStrongly recommended Not usedStrongly recommended Not usedRequiredRequiredRecommendedRecommendedRequiredRequiredRequiredHilton Worldwide logo Hilton HHonors logoBrand Bar15Brand Guidelines Hilton Worldwide | UsageINTRODUCTION | BRAND IDENTITYOur identity looks to our past to
31、inspire a symbol that represents our future. Combined with our name Hilton Worldwide we have created an identity that unites all members of our organization across all parts of the globe with one shared vision for success.Hilton Worldwide logoHilton Worldwide is the name for our company. It replaces
32、 Hilton Hotels Corporation and will be the public-facing name for all enterprise-related communications. Primary audiences include B2B audiences such as owners, developers and internal team members. Our Hilton Worldwide logo is composed of the stylized “H” symbol and a word mark set in a clean, mode
33、rn sans serif typeface.Our symbol is a stylized “H,” elegantly rendered with platinum and gold colors that are designed to evoke a feeling of stature, which is appropriate for a major global company like ours. The colors platinum and gold also represent the highest quality of service we bring to eve
34、rything we do.The symbol is composed of two halves that are reflective reminding us to not forget our rich past as we create a vibrant future with open curves that are welcoming, evoking the world of travel by suggesting the round edges of the globe, the arch of a bridge and posts of a bed.Versionin
35、gThe Hilton Worldwide logo is never locked up with another entity or verbiage that changes its meaning. Do not alter or create new lockups for business divisions. Any changes to the logo must be approved by the President of Global Brands.Trademark useHilton Worldwide, when used in text, does not use
36、 a designation.Stylized H SymbolHilton Worldwide word markHilton Worldwide Logo16Brand Guidelines Hilton Worldwide | UsageINTRODUCTION | BRAND IDENTITYColor VersionsTheHiltonWorldwidelogocanbeexpressedwitheitherabeveled“H”symbolincolororgrayscale,oraflat“H”symbolincolororblackandwhite,combinedwithth
37、ewordmarkeitherpositiveorreversed.TheHiltonWorldwidelogomustalwaysbereproducedfrommasterartwork.Neverredraw,replaceormodifythelogoinanyway.Thelogomuststandaloneandcannotbelockedupwithanyotherlogo,exceptasindicatedwithintheseguidelines.ThepreferredcolorversionoftheHiltonWorldwidelogofeaturesadimensio
38、nalbevel,whichcanonlybereproducedina4-colorprocessorgrayscale;itisnotpossibletoprintthisversionusingspotcolors.Analternate,flatversionofthesymbolisusedwhenthereproductiontechniqueorlogosizecannotsuccessfullyrenderthebeveleffect.TheHiltonWorldwidelogomayberepresentedinanyofthefiveversions.Pantone Col
39、ors Platinum:PMSWarmGrey4CGold:PMS465CBeveled symbol in color, positive word mark (preferred)Flat symbol in color, positive word markBeveled symbol in grayscale, positive word markFlat symbol, black onlyBeveled symbol in color, reversed word markFlat symbol in color, reversed word markBeveled symbol
40、 in grayscale, reversed word markFlat symbol, white only17Brand Guidelines Hilton Worldwide | UsageINTRODUCTION | BRAND IDENTITYClear SpaceThelogosclearspaceisdefinedbythemeasurement“x,”wherexisequaltotheheightofthe“H”symbol.Theminimumamountofclearspacerequiredis0.6xaroundallsidesofthelogo.Minimum S
41、izeWhensizingthelogo,the“H”symbolcannotbesmallerthan0.375”or9.5mminheightwhenusingthebeveledsymbol.,and0.1875”or4.75mminheightwhenusingtheflatsymbol.Trademark UseHiltonWorldwide,whenusedintext,doesnotuseadesignation.QuestionsPleasecontactHiltonWorldwidegraphics&identitywithanyquestionsregardinguseof
42、theselogos.0.1875” (9.5mm)Minimum size, flatsymbol height = 0.1875 (4.75mm)0.375” (9.5mm)Minimum size, beveledsymbol height = 0.375 (9.5mm)0.6xClear Space = 0.6 symbol heightx0.6x0.6x0.6x18Brand Guidelines Hilton Worldwide | HHonorsINTRODUCTION | BRAND IDENTITYStylized H SymbolHilton Honors word mar
43、kHilton Honors logoGuests will primarily see the Hilton HHonors logo when it refers to our portfolio. This logo represents not only our guest rewards program, but our full portfolio of offerings, replacing the Hilton Family logo.Our Hilton HHonors logo is composed of the stylized “H” symbol and a wo
44、rd mark set in a clean, modern sans serif typeface.The Hilton HHonors logo is never locked up with another entity or verbiage that changes its meaning. Do not alter or create new lockups.Appearance in text and trademark useWhen referring to the Hilton HHonors offering in text, use “Hilton HHonors” n
45、ot HHonors Hilton Worldwide or Hilton Worldwide HHonors. Hilton HHonors uses the designation when it first occurs in text.19Brand Guidelines Hilton Worldwide | HHonorsINTRODUCTION | BRAND IDENTITYColor VersionsTheHiltonHHonorslogocanbeexpressedwitheitherabeveled“H”incolororgrayscale,orwithaflat“H”sy
46、mbolincolororblackandwhite,combinedwiththewordmarkeitherpositiveorreversed.TheHiltonHHonorslogomustalwaysbereproducedfromthemasterartwork.Neverredraw,replaceormodifythelogoinanyway.Thelogomuststandaloneandcannotbelockedupwithanyotherlogo,exceptasindicatedwithintheseguidelines.Thepreferredcolorversio
47、noftheHiltonHHonorslogofeaturesadimensionalbevel,whichcanonlybereproducedina4-colorprocessorgrayscale;itisnotpossibletoprintthisversionusingspotcolor.Thealternate,flatversionofthesymbolisusedwhenthereproductiontechniqueorlogosizecannotsuccessfullyrenderthebeveleffect.Pantone Colors Platinum:PMSWarmG
48、rey4CGold:PMS465CBeveled symbol in color, positive word mark (preferred)Beveled symbol in color, reversed word markFlat symbol in color, positive word markFlat symbol in color, reversed word markBeveled symbol in grayscale, positive word markBeveled symbol in grayscale, reversed word markFlat symbol
49、, black onlyFlat symbol, white only20Brand Guidelines Hilton Worldwide | HHonorsINTRODUCTION | BRAND IDENTITYClear SpaceThelogosclearspaceisdefinedbythemeasurement“x,”wherexisequaltotheheightofthe“H”symbol.Theminimumamountofclearspacerequiredis0.6xaroundallsidesofthelogo.Minimum SizeWhensizingthelog
50、o,the“H”symbolcannotbesmallerthan0.375”or9.5mminheightwhenusingthebeveledsymbol,and0.1875”or4.75mminheightwhenusingtheflatsymbol.Trademark UseHiltonHHonorsusesthedesignationwhenitfirstoccursintext.QuestionsPleasecontactHiltonWorldwideGraphics&Identitywithanyquestionsregardinguseoftheselogos.0.1875”
