1、1BASIC ELEMENTSHELL RAMADA WORLDWIDEREADY GUIDELINESNEW RAMADAEOBACKGET BRAND FOR A WHOLAPRIL 2007 VERSION 11.0 contentsSection1.11.21.31.41.51.61.71.81.91.101.11introductionbrand guidelineswebsite addresscorporate signaturecorporate signature colour optionstier signaturestier signature usageramada
2、tier signatureramada plaza tier signatureramada hotel & resort tier signatureramada hotel & suites tier signature1.12 ramada resort tier signature1.13 signature misuse1.14 colour paletteSM1.16 tone of voice1.17 tagline1.181.191.201.211.22primary photographysecondary photographybringing it all togeth
3、ertemplate usagelegalbackRamada Worldwide brand guidelines 2007 Ramada International Inc.April 2007Version 1helloget ready for a wholeleave the restnewusRamadato1.15 typography1.1 introductionWhat is changing?Your property is one of over 850 locations worldwide, part of theinternationally recognised
4、 Ramada brand. We want to raise ourprofile by building on what we have provided for over 50 yearsWhy is it important?By applying the Ramada brand, your property benefits fromthe global reputation and exposure of the whole network.At the same time, the brand depends on your property using- a welcomin
5、g environment where guests can relax. Most of the material correctly and consistently. Use these guidelines toour guests are harried travellers staying with you for a specific make your property everything that Ramada Worldwide standsbusiness, leisure, social or family purpose. To express this idea
6、for. From key cards to door hangers, we have extended our newof meaningful relaxation we are evolving the way the Ramada look and feel into every aspect of your guests experience.brand looks and sounds.How are we changing? comply with all new graphic standards, this allows you toWith a strong photog
7、raphic style and new approaches to copy use up any material you currently have in stock. However,and layout, we are creating a brand that is warm, friendly and we strongly encourage you to adopt these new guidelinesinviting. Our new brand voice is contemporary and engaging. as soon as possible.Our n
8、ew tagline “Leave the rest to us” can be tailored for anymessage in any media, from in-room materials to consumeradvertising and special offers.Log onto (you will also be able toaccess via MyPortal) to see every item and idea to make yourproperty speak with our new global brand voice.Keith PierceBra
9、nd President*DISCLAIMER: May 1st 2008 for EMEA franchiseesbackRamada Worldwide brand guidelines 2007 Ramada International Inc.April 2007Version 1helloget ready for a wholeYou will have until August 30th, 2008* to implement andnew Ramada1.2 brand guidelinesTop tip:Print out each manualIn print and on
10、lineand bind for ease of use.These guidelines illustrate and explain how to usethe basic elements that together, make up theRamada brand identity.More detailed volumes are also available to explainhow the Ramada brand system extends acrossadvertising, stationery and collateral items.1basic elementsR
11、amada Worldwide brand guidelines32advertisingRamada Worldwide brand guidelines4stationery collateralRamada Worldwide brand guidelines Ramada Worldwide brand guidelinesnew RamadaVolume 1 - Basic Elements gives clear instructionon how the component parts or the Ramadaidentity should be used together.
12、They are thecentral building blocks of the identity and shouldbe used carefully and contentiously.Volumes 2, 3 and 4 provide in depth detailedguidelines for advertising, stationery and collateralrespectively. Use in conjunction with the brandextranet.Each volume is a PDF available for download onthe
13、 ramada extranet.Brand templatesThe Ramada extranet is a central repository of themechanical templates available for download.Use in conjunction with the brand manuals.To login, you will receive an invitation in your inboxto register and create your account. You will onlyneed to do this once. Once y
14、ou have your account,go to and enter theprovided login details when requested.When you see this icon,templates are availablefor download.All material, particularly new or amendeditems that include the Ramada name or logomust be approved by the Ramada MarketingDepartment prior to printing.PDF files s
15、hould be emailed to:ramadamarketingbackRamada Worldwide brand guidelines 2007 Ramada International Inc.April 2007Version 1helloget ready for a wholeBrand manuals1.3 website addressWebsitesInternational Contact NumbersIt is a mandatory requirement to adhere to your Argentina 0800 3330495Australia 180
16、0 089545Austria 0800 20 14 78Bahrain 8000 4089Belgium 0800 80228China (Northern) 10 800 744 01 69China (Southern) 10 800 440 01 69Denmark 8088 5896Egypt ATT Direct 800-564-2590Finland 0800 11 44 03France 0800 902855Germany 0800 181 90 98Hong Kong 30027813Hungary 068 0017889India 000800 4401115Indone
17、sia 001803 440418Ireland 1800 946476Israel 1809 9449595Italy 800 925255Japan 00531 440043Jordan ATT Direct 800-564-2590Kuwait 506 640 8642Lebanon ATT Direct 800-564-2590Luxembourg 800 25137Malaysia 1800 812255Morocco ATT Direct 800-564-2590Netherlands 0800 0234128New Zealand 0800 441035Norway 800 18
18、820Oman 800 741741must be approved by the Ramada MarketingDepartment prior to printing.PDF files should be emailed to: Qatar 506 640 8642ramadamarketing Singapore 800 4481407South Africa 0800 991430South Korea 00798 4429650Spain 900 984462Sweden 020 797643Switzerland 0800 83 85 83Syria ATT Direct 80
19、0-564-2590Taiwan 00801 444298Thailand 0018004410844Tel: +852 2293 2679, Fax: +852 2293 2675United Kingdom 0808 1000 783Yemen ATT Direct 800-564-2590backRamada Worldwide brand guidelines 2007 Ramada International Inc.April 2007Version 1local Ramada website and contact details on allmaterials.United K
20、ingdom :or call 0808 1000 783Ireland:helloor call 18000 946476Germany:or call 0800 181 90 98Other Markets:get ready for a whole( insert appropriate contact No. )new RamadaAll material should include appropriate URL.Usage of individual property website URLPakistanATT Direct 800-564-2590Portugal8008 4
21、4452For Asia Pacific requirements please contact:Fern Cheng8/F, Cambridge House, Taikoo Place, 979,Kings Road, Island East, Hong Kong.Turkey00800 4488 21423ramadamarketingap1.4 corporate signatureSomething to protectThe Ramada signature is a unique piece ofartwork that was designed specifically for
22、ourbrand. A simple but elegant combination of theRamada symbol and wordmark, the signaturefeatures a fresh and contemporary appearancethat is inviting and sophisticatedAs the most public expression of our brand,the signature is the cornerstone of ouridentity. Therefore, it is crucial to the successo
23、f the Ramada brand that the signature bereproduced and applied consistently in theappropriate circumstance.Whenever the signature is applied, it mustalways be clearly visible in order to be instantlyrecognizable.To guarantee its legibility andimpact, the signature must never appear inRamada communic
24、ations without at least theclear space minimum surrounding it.The main use of the Ramada Worldwidesignature is by Corporate only.20mmFor franchisees, the tier logotype of yourproperty is the primary logo used in all locationspecific material. In some hotel collateral wealso include, normally on the
25、back, the RamadaWorldwide signature. This is used strategicallyto promote that there are many more Ramadaproperties as well as your own. Theseguidelines explain this relationship and queriesshould be forwarded to Ramada marketingdepartment.Clearspace:As shown in the exhibit, the clear space minimumi
26、s equal to the height of the Ramada “D” in thesignatures reproduced size. Additionally, theRamada signature must never be reproduced sosmall that it becomes illegible.Minimum size:As shown in the exhibit, the signatures minimumsize is equal to 20mm from left to right.backRamada Worldwide brand guide
27、lines 2007 Ramada International Inc.April 2007Version 1helloget ready for a wholenew Ramada1.5 corporate signature colour optionsTemplates available online:Ramada Red option 1The Ramada signature is available in RamadaRed (Pantone 193) and full colour (CMYK). Thisis the best representation of the br
28、and and is thepreferred option to be used whenever possiblee.g., print collateral, stationery.Ramada Black option 2The black version is only to be used when printrestrictions apply e.g., newspaper advertising andRamada Red option 1some stationery.Ramada Black option 2new RamadabackRamada Worldwide b
29、rand guidelines 2007 Ramada International Inc.April 2007Version 1helloget ready for a whole1.6 tier signaturesThe Ramada tiersWith locations worldwide Ramada properties forman internationally recognised brand.The Ramada locations are broken into tiers that offerunique services and various price poin
30、ts aimed atspecific customer groups. The Identity differentiatesthese tiers whilst maintaining recognition with theworldwide signature.These Ramada tier logotypes are to beused by franchisees for all localisedapplications. Your signature representsyour brand, tier and location of yourproperty, it is
31、 your unique and primaryidentity in all collateral.Do not replace any tier logoytpe on localisedcollateral with the Ramada Worldwide identity.However, instances may occur that they exist in thesame piece of collateral when the Ramada Worldwideis used as an endorsement. Examples in the guidelinedocum
32、ents will help to identify these situations anddemonstrate appropriate use.Any queries should be directed to Ramadamarketing department.Specific Encore guidelinesare under constructionTemplates available online:backRamada Worldwide brand guidelines 2007 Ramada International Inc.April 2007Version 1he
33、lloget ready for a wholenew Ramada1.7 tier signature usageColour useThe majority of material that has been developedunder our new guidelines uses a white, reversedout version of the Ramada Worldwide logotype.Accordingly, the reversed out white style remainsconsistent when the appropriate tier signat
34、ure isused for location specific applications.get ready for a wholenew RamadaTemplates available online:backRamada Worldwide brand guidelines 2007 Ramada International Inc.April 2007Version 1hello1.8.1 ramada tier signatureRamadaLocated in both city and suburbs, Ramada hotelsoffer room service, bell
35、 service, restaurant, cocktaillounges (at most locations) and full-service meetingand banquet facilities.Banner, stacked and vertical configurations exist aswell as formats for location specific applications.get ready for a wholenew RamadaL O CAT I O N N A M EL O CAT I O N N A M ETemplates available
36、 online:backRamada Worldwide brand guidelines 2007 Ramada International Inc.April 2007Version 1hello1.8.2 ramada tier signature usageRamadaThe logotype follows the corporate colour paletteof black and PMS 193. Optima is the font usedacross all instances.Templates available online:Mechanical template
37、s have been created for yoursuppliers to create suitable artwork for collateral.In the event of suppliers not being able to use theartwork then the key measurements should befollowed. They follow a simple rule of measurementbased on the size of the Ramada emblem, referredto as X. The location name retains the corporatestandards and is set in the typeface Optima.X=16.5% ofRamada Emblem200% XAll sizes and distances must be adhered to.new RamadaX=16.5% of Ramada Emblem200% X
