1、m a r c h 2 0 0 4brand identity manualCLICK TO ENTERCLICK TO EXITBASICGUIDELINESPRINTEXITTABLE OFCONTENTSA new spirit of innovation, service and hospitality is redefining InterContinental asthe elegant hotel brand of today which uniquely understands the needs and tastes ofinternational travellers.In
2、 order to signal this change to our guests and employees, we have created a newbrand image. It is an evolutionary transformation that builds upon an identity thatrepresents the history and reputation of the InterContinental Hotels & Resortsworldwide for more than 50 years.The unique blending of cont
3、emporary and classical graphic elements results in arefined and stylish image that symbolises the new InterContinental brand.This brand identity manual provides the basic guidelines to help you effectively useall of the elements of the new imagelogo, colour, typography, and imagery. Its properuse wi
4、ll ensure a consistent implementation of the new identity so important tobuilding a strong, vital, and highly recognizable brand.Welcome to the new InterContinentalBrand Identity2004 InterContinental Hotels Group.This manual contains confidential and proprietary business information and trade secret
5、s and remains the property ofInterContinental Hotels and Resorts. This manual may not be reproduced or distributed in whole or in part, without priorwritten permission of InterContinental Hotels Group. The recipient of this manual shall maintain the confidentiality of suchinformation and secrets and
6、 shall return this manual, and its copies to InterContinental Hotels and Resorts upon demand.PRINTEXITINTRODUCTIONSection 1 Basic GuidelinesSection 2 Stationery & FormsSection 3 Front Office / Reservation ItemsSection 4 Guest Room ItemsSection 5 Public Area ItemsSection 7 Resort ItemsSection 8 Signa
7、geSection 9 Digital GuidelinesSection 6 The Meeting Place ItemsTable of Contents(Click to See Section)INTRODUCTIONPRINTEXITTABLE OFCONTENTSSection 1 Basic GuidelinesWelcome to the New InterContinentalCorporate Identity1.1The Brand Signature1.2The Colour System1.3The Three Dimensional Signature1.4The
8、 Two Colour Signature1.5The One Colour & Black Signature1.6Background Colours1.7Clear Space Guidelines1.8Corporate Typography1.9Typing Guidelines1.10Hotel & Resort Naming Policy1.11Linear Hotel & Resort Naming Guidelines1.12Anniversary Logo Guidelines1.13Usage Errors1.14The Brand Signature Relations
9、hip1.15InterContinental Icon Trademarks1.16Brand Photography Guidelines1.17Important Dos and Donts1.18Authorization Information1.19Paper Specification ChartIntroduction &Guidelines(Click toSee Page)Items marked with an asterickor an ICON symbol are required*BASIC GUIDELINESINDEXBASICGUIDELINESPRINTE
10、XITTABLE OFCONTENTS1.1 Basic GuidelinesThe Brand SignatureThe InterContinental brand signature consists of the “I” logo andInterContinental Hotels & Resorts logotype. These brand elementshave an established graphic format and should appear together asoften as possible. The “I” logo may appear alone
11、in brand signageor when space limitations prohibit the use of the full signature.The preferred version of the InterContinental signature is the stackedformat. The linear format is an alternate version created for use inlimited space applications.The custom InterContinental typeface consists of large
12、 and smallcapital letters and must not be altered.When reproducing the word InterContinental in text format (e.g.in a letter or brochure) it should always be one word, using a large“I” and “C.” Do not separate “Inter” from “Continental” in sentencebreaks.LogoLogotypeSignatureStacked Format:Linear Fo
13、rmat:BASICGUIDELINESPRINTEXITTABLE OFCONTENTS1.2 Basic GuidelinesThe Colour SystemThe InterContinental brand identity relies on a strong familyof colours to help position the brand in the guests mind.There are three primary colours:InterContinental BlueThis is the primary logotype colour.InterContin
14、ental Resort BlueThis special Resort Blue logotype colour creates a morerelaxed atmosphere for this important part of our business.InterContinental GoldThis is the primary logo colour. It is used for both hotelsand resorts.Preferred Background ColourAlways place the blue and gold brand identity on a
15、 brightwhite background. This provides the most elegantpresentation for the brand identity.Secondary Accent ColoursIn order to present a consistent colour image, the threeInterContinental colours and white are recommended forthe development of brand support materials. A secondaryaccent blue (a 50% s
16、creen of InterContinental Blue) hasalso been utilized to coordinate closely with the primarybrand colours.* Pantone is a registered trademark of Pantone, Inc.InterContinental Resorts BluePantone 307C*:C: 100 M: 16 Y: 0 K: 27InterContinental GoldPantone 872C* (Metallic)(this colour is only available
17、as a spot colour)InterContinental Alternate GoldPantone 1255C*:C: 0 M: 27 Y: 100 K: 34InterContinental BluePantone 287C*:C: 100 M: 68 Y: 0 K: 12BASICGUIDELINESPRINTEXITTABLE OFCONTENTS1.3 Basic GuidelinesThe Three Dimensional SignatureThe three dimensional logo and InterContinental logotypeand “Hote
18、ls & Resorts” is the preferred signature whenprinting in four-colour process (cyan, magenta, yellow andblack). This version provides the strongest visual impact forthe brand in advertising and marketing materials. It is notsuitable for web applications due to current displaylimitations. See Section
19、9 for guidelines on the approveddigital versions of the signature.As both the printing process and materials affect reproductionquality, choose a line screen that matches the application:85 Line Screen: Newspaper Printing133 Line Screen: Magazine Printing150 Line Screen: Commercial Printing175 Line
20、Screen: High Quality Posters and BrochuresGreyscale SignatureThe greyscale signature is to be used in instances where thethree dimensional signature is printed using only screens ofblack ink. The primary application is newspaper printing.Greyscale SignatureElectronic Artwork File Name:ICHR_3DGRThree
21、 DimensionalSignatureElectronic Artwork File Name:ICHR_3DBASICGUIDELINESPRINTEXITTABLE OFCONTENTS1.4 Basic GuidelinesThe Two Colour SignatureWhile the three dimensional, four-colour process signatureshown in Section 1.3 is the preferred version; there are severalapproved two colour versions for appl
22、ication to a wide varietyof hotel materials:The Two Colour Signature withInterContinental Gold Metallic Ink /PMS 872This is the preferred version for all stationery and two colourprinted items in the hotel. The use of gold metallic ink for theInterContinental “I” projects an elegant and contemporary
23、image when combined with the InterContinental Blue on abight white background.The Two Colour Signature withInterContinental Alternate Gold Ink /PMS 1255CIf budget or printing limitations preclude the use of theInterContinental Metallic Gold Ink, the alternate gold inkmay be used.The Two Colour Signa
24、ture with Gold FoilA die stamped gold foil version of the InterContinental “I”logo may be used for presentation materials such as promotionalfolders, menus, in-room directory of services, etc.Two Colour AlternateSignatureElectronic Artwork File Name:ICHR_2CTwo Colour SignatureElectronic Artwork File
25、 Name:ICHR_2CMBASICGUIDELINESPRINTEXITTABLE OFCONTENTS1.5 Basic GuidelinesThe One Colour &Black SignatureThe preferred signature is the three dimensional, four-colourprocess version shown in Section 1.3. If printing limitationsor cost considerations preclude the use of the four colourprocess, use th
26、e one colour signature. The one coloursignature must appear in one of the official InterContinentalbrand colours:InterContinental Blue / PMS 287InterContinental Resort Blue / PMS 307InterContinental Gold / PMS 872The use of colours other than the approved InterContinentalbrand colours will reduce th
27、e integrity of the InterContinentalsignature and diminish the association of Blue and Goldwith InterContinental.Black SignatureUse the Black Signature wherever InterContinentalbrand colours are not available (e.g. newspaper printadvertisements).Black SignatureElectronic Artwork File Name:ICHR_BLOne
28、Colour SignatureElectronic Artwork File Name:ICHR_1CBASICGUIDELINESPRINTEXITTABLE OFCONTENTS1.6 Basic GuidelinesBackground ColoursWhen printing on a field of InterContinental Blueor any dark background, reverse the logotype to white.It is important to use backgrounds that will providesufficient cont
29、rast against the logo and logotype.Four Colour ProcessReverse Text SignatureElectronic Artwork File Name:ICHR_3D_RevGreyscale Reverse TextSignatureElectronic Artwork File Name:ICHR_3DGR_RevTwo Colour MetallicReverse Text SignatureElectronic Artwork File Name:ICHR_RevTextMTwo ColourReverse Text Signa
30、tureElectronic Artwork File Name:ICHR_RevTextReversed SignatureElectronic Artwork File Name:ICHR_RevBASICGUIDELINESPRINTEXITTABLE OFCONTENTS1.7 Basic GuidelinesClear Space GuidelinesA minimum clear space equal to the height of the “I”in InterContinental must be maintained around thesignature. No tex
31、t or graphic element may invadethis area.Always position the InterContinental signature withinan uncluttered graphic environment to ensure thatit does not become obscured and insignificant.Graphic Relationship to Other Brands:The InterContinental brand signature must always maintaingraphic prominenc
32、e over other brands. These secondarybrands (restaurants, meeting facilities, spas etc.) should bedisplayed in smaller scale and be positioned below theInterContinental identity.The only exception to this rule is when the brand identityis used with other InterContinental Hotels Group brands.In this c
33、ase, the InterContinental Hotels Group brand usageguidelines apply.XXXXXXXXXXBASICGUIDELINESPRINTEXITTABLE OFCONTENTS1.8 Basic GuidelinesABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijk
34、lmnopqrstuvwxyz 1234567890AdobeGaramondRegularAdobe GaramondRegular, SmallCapsAdobe GaramondRegular ItalicCorporate TypographyTo help establish a consistent look for the wide varietyof visual communications developed by InterContinentalHotels & Resorts, Adobe Garamond has been chosen asthe standard
35、font family for corporate communications.Adobe Garamond Regular is to be used for largeblocks of body copy.Most headlines should are set in AdobeGaramond Regular, Small Caps. on many ofthe stationery applications, the small capsare used in lowercase only with extratracking added. this practice shoul
36、d belimited to short phrases.Some lines may be set in Adobe Garamond RegularItalic with extra tracking (letterspace) to add graphicinterest.BASICGUIDELINESPRINTEXITTABLE OFCONTENTS1.8a Basic GuidelinesABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghij
37、klmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890Adobe GaramondSemiboldCorporate TypographyThe semibold weight should be used on alimited basis when special emphasis is needed.To obtain Adobe Garamond type fonts:If your designer or printer does not have Adobe
38、Garamond type fonts, they can be obtained on-line.Please go to: for information onordering the required fonts.In addition to Adobe, other high qualitysuppliers offer the Garamond type font. You arepermitted to use these suppliers if they canprovide all of the required type fonts styles asoutlined on
39、 pages 1.8 and 1.8a.Adobe GaramondSemibold ItalicAdobe GaramondSemibold, SmallCapsBASICGUIDELINESPRINTEXITTABLE OFCONTENTS1.8b Basic GuidelinesABCDEFGHIJKLMNOPQRSTUVWXYZBoulevardInitial CapsCorporate TypographyIn some marketing applications, the capital letters of theBoulevard font family may be use
40、d as a decorative initialcap. Its use should be limited to occasions where a specialgraphic emphasis is required. In some marketing applications,the capital letters of the Boulevard font family may be usedas a decorative initial cap. Its use should be limited tooccasions where a special graphic emph
41、asis is required.To obtain the Boulevard type fonts:If your designer or printer does not have the Boulevardtype fonts, they can be obtained on-line. Please go to: for information on ordering therequired fonts.The Boulevard font must be used to maintain the distinctivetype style of the InterContinent
42、al collateral. No otherdecorative, initial capitol letter font is permitted to be used.Non-Roman Type Font AlternativesWhile Garamond and Boulevard are the approved typefonts for InterContinental communications, alternatetypography may be used for non-roman languages.Your designer or printer should
43、review this manual tounderstand the InterContinental style and then selecttype fonts that project the classical elegance andcontemporary spirit of our brand. Alternative typefonts are only permissible for non-roman languages.e k now wh at i t ta k es .WBASICGUIDELINESPRINTEXITTABLE OFCONTENTS1.9 Bas
44、ic GuidelinesTyping Guidelines(Letterhead)Text:Times Roman, 12/14 pt., flush left alignment,colour: BlackA3060150P A R I S3 Rue de Castiglione, 75001 Paris, France Tel: (0)1 4477 11 Fax: (0)1 44 77 14 Ae k n ow w h at i t ta k e s .W4026 August 2002Pat SmithTitleCompany Name123 Name of streetName of
45、 TownCounty PostcodeCORRESPONDENCE TYPING STYLEDear Pat,Your new company stationery has been formatted as indicated by the style of this letter.The letter is to be set using the typeface “Times,” 12pt in size with single line spacing.The left and right hand margins are inset 30mm.The paper is intern
46、ational standard size A4 (210mm x 297mm). The salutation isseparated by one blank line from the subject.The subject of the letter should be set in capitals with two blank lines above and oneblank line below. Paragraphs are separated by a blank line so there is no need to indent.At the end of the let
47、ter, two blank lines are left before typing “Yours sincerely,” whichis separated from the name of the signatory by not less than three blank lines. Whereverpossible, five blank lines should be left for the signature.Yours sincerely,A SignatureBASICGUIDELINESPRINTEXITTABLE OFCONTENTS1.10 Basic Guidel
48、inesHotel & Resort Naming PolicyA precise naming policy has been established for theindividual InterContinental Hotel & Resortproperties. The objective is to ensure that theInterContinental brand name always has prominence.The strength and recognisability of the brand is keyto our brand growth.The I
49、nterContinental “I” logo and logotype alwaysappear first in hotel communications and signage.Historical names, partner company names, or specificgeographical locators may go below the brand name.The city name concludes the new naming convention.The only logo permitted is the new I logo. Historicalor partner logos should no longer be used incommunications.The “InterContinental” logotype lettering is a customtypeface designed for InterContinental. It must notbe used for any other purpose than the corporate andhotel names.On no account should you or your printer/designerattempt to create your h
