Brand Voice Strategy 1.0 The SpringHill Suites by Marriott® brand identity standards are the source for information required to support the strategy and positioning of the brand in both its visual and verbal presentation. Every touch point is a chance to create an impression in the guest’s mind about what SpringHill Suites represents. These standards are a tool to support the brand strategy. They help ensure that every guest experiences SpringHill Suites as a distinctive brand.
SpringHill Suites by Marriott Brand Voice Standards
brand voice strategy
What is Brand Voice? Celebrate TraveLife The Target Guest: The Inspiration Seeker SpringHill Suites Brand Pillars
1.0 1.1 1.2 1.3 1.4
Contents brand voice strategy what is brand voice? ■
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What Is Brand Voice? Brand Voice is more than just the company logo or tagline. It’s the SpringHill Suites personality. The soul of the brand. The message communicated to guests. What SpringHill Suites promises to deliver and how it is delivered. And it’s in everything SpringHill Suites does, the visual and verbal expression of the brand’s unique position. What SpringHill Suites stands for, what it strives to do for every customer. It’s in the tangibles, the products and services. What the brand provides and what it does. The physical evidence that the brand fulfills its promise to guests. Proof that SpringHill Suites offers the amenities that help guests celebrate their time on the road. And it’s in the intangibles as well. How SpringHill Suites does what it does. How it humanizes itself. It’s a distinctive personality, giving the consumer an experience that communicates something larger about the brand and its values. It’s the attitude. The vibe. It’s the way SpringHill Suites operates, creating a deeper bond with the consumer and earning a little extra credit in the marketplace.
SpringHill Suites by Marriott Brand Voice Standards
To build a successful Brand Voice, each property must excel at both the tangible and intangible. SpringHill Suites must speak and behave in the same style and manner at each point of contact. The more consistently the voice is communicated, the more consumers will identify what makes the SpringHill Suites brand different and better, and the stronger the Brand Voice will become.
1.1
Contents brand voice strategy celebrate travelife ■
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Celebrate TraveLife From business trips to life journeys, SpringHill Suites Celebrates TraveLife with the space and the stylish, inspiring surroundings that empower and enrich the guests’ travels. More than just a stop along the way, SpringHill Suites is part of the travel journey. It’s a place that embraces the bright side of travel – the new opportunities and fresh perspectives that being away from home opens up. It’s an attitude combined with action. It means being part of the positive side of travel, providing the spaces, services and functionality that enrich the lives of guests whenever they stay with SpringHill Suites. It means embracing a fresh point of view, matching the guests’ enthusiasm for new experiences. So, each property delivers consistent, distinctive service at just the right level – the basics done brilliantly. That means more space than comparably priced hotel rooms, a complimentary breakfast and The Market – food, beverages and other snacks available around the clock.
SpringHill Suites by Marriott Brand Voice Standards
SpringHill Suites is fresh and relevant, offering stylish surprises and enjoyable experiences – all in a vibrant, engaging and energizing environment. It’s the signature “You’ve Arrived” welcome item at check-in and free high-speed Internet access anywhere on the property. The brand is adaptable, flexible and intuitive and, from the design to the amenities, everything is purposeful. SpringHill Suites is utility in the best sense of the word – style matched by substance, form matched by function. Refreshing amenities include an in-room microwave, mini-refrigerator and coffee service, separate areas for eating, working and sleeping, a large well-lit desk with an ergonomic chair and a pull-out sofa bed. That’s TraveLife at SpringHill Suites. It’s the suite-spot – a lot more of what you need, a lot less of what you don’t. More space, less stress; more color, less cookie-cutter; more style and less sameness ... a lot more of just what the modern traveler is looking for.
1.2
Contents brand voice strategy The target guest: the inspiration seeker ■
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The Target Guest: The Inspiration Seeker The Inspiration Seekers are full of life and often blur the line between work and play. They live in the moment while planning for the future. Work doesn’t define them. While they often find business travel stressful, they want to enjoy it. They want to feel calm and they want a hotel with style and ambience that can take their minds off work. The SpringHill Suites target guests want to enjoy the location. Be comfortable. Experience little luxuries. They want the hotel service to be attentive, but they appreciate an intuitive staff that also knows when to leave them alone. They are looking for repose, a respite and a relaxing experience that leaves them revitalized.
SpringHill Suites by Marriott Brand Voice Standards
The Inspiration Seekers desire a connection to social networks and the local community. They view business travel as an escape from routine and an opportunity to work and play on their own terms. Beyond a particular demographic or behavior, these guests are defined by an enjoyment-seeking state of mind. And their arrival at the hotel often represents a turning point for SpringHill Suites guests – a moment when they begin to control their environment rather than being controlled by it. Because they are looking for something different, Inspiration Seekers appreciate an opportunity to discover. Personal productivity means more than simply getting work done. It also means they’ve found inspiration, creativity and enrichment.
1.3
Contents brand voice strategy The SpringHill Suites brand pillars ■
The SpringHill Suites Brand Pillars When talking about Brand Voice, SpringHill Suites is talking about the brand’s personality. Its reputation. The SpringHill Suites Brand Pillars are the strategic foundation of the brand and the Brand Voice.
Brand Pillars Assure Innovative Essentials SpringHill Suites always makes sure its guests feel safe, comfortable and able to get done what they have to get done. It’s recognizing guests and letting them know they’ve made the right choice. The SpringHill Suites experience depends on this foundation. How SpringHill Suites Assures: • The Marriott name •
Professional service
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Basics done brilliantly
• •
Delivering on promises Recognition
Inspire Stimulating Style and “Little Luxuries” SpringHill Suites is a little bit different. The brand inspires by delivering small surprises and stylish design to guests so they feel more creative and more connected to the exciting world of possibilities that travel represents. In short, SpringHill Suites is branching out from the typical, expected hotel stay. How SpringHill Suites Inspires: • Great design and décor •
Local connections
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Social opportunities
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Elements of surprise
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Music
SpringHill Suites by Marriott Brand Voice Standards
Renew Take Mind off Work SpringHill Suites offers guests opportunities to relax and revitalize. Whether that means giving them the space they need to recharge on their own or connecting them with energizing activities, it’s helping them leave feeling better than when they arrived. How SpringHill Suites Renews: • Space to relax •
Great bedding
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Healthy F&B options
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Fitness and wellness opportunities
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Music
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E nvironmentally friendly guest options
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1.4
Visual Identity 2.0 The visual identity is critical to communicating the brand identity. The elements include logos, the water lily, concave and convex shapes, color, typography and photography. These elements define the SpringHill Suites Brand Voice from a visual perspective. This section introduces the core visual identity elements and is a guide for using these elements to achieve a consistent look and feel across customer touch points.
logos
Logo Specifications Logo Tag Line Lockup Logo Use Incorrect Logo Use
2.1.1 2.1.2 2.1.3 2.1.4
color palette
2.2
Gradient Color Combinations Gradient Settings
2.2.1 2.2.2
Typography
2.3
Typography Use
2.3.1
visual system
2.4
Water Lily Use Water Lily Overlay Use Concave Shape Use Concave Shape Overlay Convex Shape Overlay Rule Use Inset Image Use
SpringHill Suites by Marriott Brand Voice Standards
2.1
2.4.1 2.4.2 2.4.3 2.4.4 2.4.5 2.4.6 2.4.7
Photography overview
A Fresh Point of View Photographic Technique Organic Brand Imagery Business Travel Leisure Travel Property Shots Property Shots with People Food and Beverage Silhouetted Imagery Selecting Stock Incorrect Use Image Rights
2.5 2.5.1 2.5.2 2.5.3 2.5.4 2.5.5 2.5.6 2.5.7 2.5.8 2.5.9 2.5.10 2.5.11 2.5.12
Contents Visual Identity logos ■
Logos The cartouche logo continues to be the recommended brand logo. With the introduction of Brand Voice the out-of-cartouche logo has been incorporated for marketing communications applications. Follow the list to determine which logo is appropriate for your piece.
Version 1
SpringHill Suites water lily SpringHill Suites word mark
Version 1 (cartouche) is used for: ■
Registration symbol
Print advertising
Signage
Marriott word mark
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Broadcast advertising
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Premium and promotional items when using logo alone (when reproduction quality is acceptable)
Marriott Brand Panel SpringHill Suites Brand Panel
Version 2 (out of cartouche) is used for: ■
Online
Version 2
Stationery
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On-Property materials
Sales Collateral
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Property and Regional Direct Mail
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Premium and Promotional Items when in Brand Voice design
The SpringHill Suites brand elements are always used in their entirety. The relationship between the word marks and water lily should never be altered. Note: Always use approved artwork when reproducing the SpringHill Suites logo.
SpringHill Suites by Marriott Brand Voice Standards
SpringHill Suites water lily Registration symbol SpringHill Suites word mark Marriott word mark Registration symbol
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2.1
Contents Visual Identity logo specifications ■
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2.1.1
Logo Specifications 2x
A specific area of non-interference, or clear space, and minimum size requirements have been established to protect the SpringHill Suites identity. Adhering to these clear space, height and minimum size requirements will ensure the SpringHill Suites identity is always used consistently and correctly.
2x .375”/9.525mm/27 pixels 2x
For high visibility and an uncluttered presentation, a specific area of non-interference must be maintained around the SpringHill Suites logo. Determine the minimum amount of clear space for the SpringHill Suites logo by measuring the height of the SpringHill Suites word mark (x). An area equal to two times this height (2x in the diagram) should be kept clear on all sides of the logo. It is important that all parts of the logo can be easily read in every application. For this reason, the logo is not reproduced smaller than noted to the right. There are no maximum size restrictions as long as the clear space requirements are met.
Minimum size
x
2x
2x
2x
.375”/9.525mm/27 pixels 2x
x Minimum size 2x
SpringHill Suites by Marriott Brand Voice Standards
Contents Visual Identity logo tag line lockup ■
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2.1.2
Logo Tag Line Lockup A specific relationship between the logo and brand tag line has been created when the two elements are used together. Adhering to these clear space, height and minimum size requirements will ensure the SpringHill Suites identity is always used consistently and correctly.
2x
2x .375”/9.525mm/27 pixels
2x
When using the two elements together, determine the minimum amount of clear space for the SpringHill Suites logo and tag line by measuring the height of the SpringHill Suites word mark (x). An area equal to two times this height (2x in the diagram) should be kept clear on all sides of the logo. The tag line is set to a distance of x away from the version one logo and a distance of 1.25x from the version 2 logo. It is important that all parts of the logo can be easily read in every application. For this reason, the logo is not reproduced where the Marriott logo measures smaller than 0.375". There are no maximum size restrictions as long as the clear space requirements are met.
x
Minimum size
x 2x
2x
2x .375”/9.525mm/27 pixels
Do not alter logo or tag line. 2x
x
1.25x 2x
SpringHill Suites by Marriott Brand Voice Standards
Minimum size
Contents Visual Identity logo use ■
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2.1.3
Logo Use There are two approved versions of the SpringHill Suites logo.
Version 1
Version 1 ■
Full color use for the logo version 1 is 4-color process.
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Logo can be used in black.
Logo can be reversed on a black or dark color field.
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4-color process
1-color
1-color
Version 2 ■
Logo can be used in color or black.
Version 2
Logo can be reversed to white on a black or dark color field.
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2-color
SpringHill Suites by Marriott Brand Voice Standards
Black
Reversed out of a color
Reversed out of black
Reversed out of a dark photo
Black over a light photo
Reversed out of black
Contents Visual Identity incorrect logo use ■
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2.1.4
Incorrect Logo Use Version 1 ■
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Always use approved artwork. Whenever possible, use the EPS file format for best results. Never alter the logo by changing its proportions, lockup positioning or typeface. Do not change the color specifications.
Never change logo arrangement.
Never distort the logo.
Never use the logo on photography that inhibits its visibility.
Never change logo colors.
Never tilt the logo.
Never use the logo on color that inhibits its visibility.
JPEG and GIF format images are designed for screen applications and should not be printed.
springhill suites
SpringHill Suites by Marriott Brand Voice Standards
Never remove logo elements.
Never enclose the logo inside non-approved shapes.
Never display logo on top of another design element.
Never change the size of logo elements.
Never reset the type.
Contents Visual Identity incorrect logo use ■
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2.1.4
Incorrect Logo Use Version 2 ■
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Always use approved artwork. Whenever possible, use the EPS file format for best results. Never alter the logo by changing its proportions, lockup positioning or typeface. Do not change the color specifications.
Never change logo arrangement.
Never distort the logo.
Never use the logo on photography that inhibits its visibility.
JPEG and GIF format images are designed for screen applications and should not be printed.
Never change logo colors.
Never tilt the logo.
Never use the logo on color that inhibits its visibility.
springhill suites
SpringHill Suites by Marriott Brand Voice Standards
Never remove logo elements.
Never enclose the logo inside non-approved shapes.
Never display logo on top of another design element.
Never change the size of logo elements.
Never reset the type.
Contents Visual Identity color palette ■
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2.2
Color Palette The SpringHill Suites color palette includes a range of colors that are an integral part of the identity system. The primary color, PMS 2685, is derived from the SpringHill Suites logo, while the remainder of the palette was developed to infuse a sense of style and freshness into the identity system. These colors, carefully applied, will impart a consistent look and feel to all SpringHill Suites communications. The gradient use of the color palette is used with any of the three key elements: the water lily, convex shape and concave shape. For guidelines on using gradient color combinations see section 2.2.1. For guidelines for use within a layout, see sections 2.4.1-2.4.4. Screened use of the color palette is often used for the half water lily. Select a color from the color palette and use as a 10%-20% screen as shown in section 2.4.4.
Solid
PMS 2685 CMYK 96 100 0 10
PMS 2915
RGB 51 41 133
CMYK 59 7 0 0
RGB 84 188 235
PMS 528 CMYK 41 55 0 0
RGB 155 125 185
PMS 368 CMYK 57 0 100 0
RGB 122 193 66
PMS 144 CMYK 0 48 100 0
RGB 248 152 29
Gradient
PMS 2685
PMS 2915
PMS 528
PMS 368
PMS 144
Screen
PMS 2685 (20%)
PMS 2915 (20%)
PMS 528 (20%)
PMS 368 (20%)
Logo Color Palette PANTONE®, PANTONE MATCHING SYSTEM, PMS are Pantone, Inc.’s check-standard trademarks.
PMS 2685 SpringHill Suites by Marriott Brand Voice Standards
PMS 7427
PMS 144 (20%)
Contents Visual Identity Gradient color combinations ■
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2.2.1
Gradient Color Combinations Gradient colors should never be used in typography. Copy should always be shown in 100% of the PMS color. In order to have consistent use of the gradient color palette, only the following color combinations may be used. Preferred combinations are favored over other combinations and should be used whenever possible.
Gradient Color Palette
PMS 2685
PMS 2915
PMS 528
PMS 368
PMS 144
Preferred Gradient Color Combinations ■
PMS 2685 and PMS 2915
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PMS 2915 and PMS 528
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PMS 368 and PMS 2915
Preferred Gradient Color Combinations
Other Gradient Color Combinations ■
PMS 368 and PMS 144
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PMS 2915 and PMS 144
PMS 2685 and PMS 2915
PMS 2915 and PMS 528
Other Gradient Color Combinations
PMS 368 and PMS 144
SpringHill Suites by Marriott Brand Voice Standards
PMS 2915 and PMS 144
PMS 368 and PMS 2915
Contents Visual Identity Gradient settings ■
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Gradient Settings To create a gradient, adhere to the following guidelines: ■
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Gradient Setup
Select a color from the color palette and apply the linear gradient. Set one side of the gradient at 100% of the selected PMS color and the other at 100% white. The slider must remain set at 50%. Gradient may be set from right to left or left to right, depending on design of the layout.
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For use over a gradient field, set the transparency to 50%, multiply.
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For use over an image, set the transparency to 50%, normal.
For guidelines on using gradient colors in a layout, see sections 2.4.2-2.4.4.
100% PMS color
slider set at 50%
Over a Gradient Field
Over an Image Transparency is set at 50%, multiply.
SpringHill Suites by Marriott Brand Voice Standards
100% white
Transparency is set at 50%, normal.
2.2.2
Contents Visual Identity typography ■
Typography Frutiger is the approved typeface for SpringHill Suites. Consistent use of this typeface will contribute to a unified Brand Voice. This typeface is available for purchase at adobe.com and fonts.com. For properties that do not have access to Frutiger, Trebuchet should be used for marketing communications. Note: This font is available on Microsoft Windows applications.
Frutiger 45 Light
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Frutiger 55 Roman
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Alternate typeface: Trebuchet MS Regular
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
SpringHill Suites by Marriott Brand Voice Standards
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2.3
Contents Visual Identity typography use ■
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2.3.1
Typography Use Headlines are in Frutiger 45 Light, sentence case, without punctuation. Leading should be two points larger than the typeface’s point size. Frutiger 45 Light may be substituted with Frutiger 55 Roman when the headline is difficult to read due to color or size. There are no specific rules for the size of the headline, as that should be dictated by the size of the application and its specific communications needs. Additional copy, such as subheads and body copy, is Frutiger 45 Light, sentence case. Leading should be two points larger than the typeface’s point size. Such supporting copy should be at least 25% smaller than the headline.
Headlines are in Frutiger 45 Light or 55 Roman, sentence case, without punctuation.
Headline goes here Additional copy goes here Subheads and body copy are Frutiger 45 Light, sentence case, without punctuation. They are at least 25% smaller than the headline.
Subheads for at-a-glance and bulleted information should be set in Frutiger 45 Light, at least one and one half point size larger than the body copy and in any color from the palette that complements the layout.
Facilities & Services Outdoor pool and whirlpool • Exercise room • Golf and tennis nearby • Complimentary breakfast served daily • Free parking • The Market, a 24-hour self-serve pantry
SpringHill Suites by Marriott Brand Voice Standards
The minimum distance between the headline and supporting copy is equal to the cap height of the headline.
Contents Visual Identity visual system ■
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2.4
Visual System There are three primary elements essential to the visual identity of the SpringHill Suites Brand Voice: the water lily icon, the convex shape and the concave shape. In addition to the primary elements, a rule and an inset image may be used. These additional elements can be used alone, or in conjunction with the primary elements. The SpringHill Suites visual identity relies upon the use of these design elements in various ways to impart a sense of freshness and relaxation crucial to the Brand Voice. These combinations create a look that is inspiring and relaxing with a sense of style. Together, they work to communicate the core idea: Celebrate TraveLife.
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This is the most important identifier of SpringHill Suites. The water lily is used as a half or a whole. Shown in section 2.4.1.
This shape is derived from the SpringHill Suites brand panel in the Version 1 logo. The shape is used as a gradient overlay, or to house images. Shown in sections 2.4.3 and 2.4.4.
Convex Shape
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The water lily is never used as a single design element, but should be used in conjunction with the logo or other design elements. For example, it should not be used alone on promotional or on-property items such as mugs, T-shirts, coasters or napkins.
additional elements
This shape is derived from the Marriott brand panel in the Version 1 logo. The shape is used as a gradient overlay on an image. Shown in section 2.4.5. The gradient and translucent color create a feeling of spaciousness and light.
SpringHill Suites by Marriott Brand Voice Standards
Primary Elements
Rule ■
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Concave Shape
primary elements Water Lily
The water lily is representative of the three brand pillars: Assure, Inspire and Renew.
The rule adds interest and sophistication to a layout, and also provides balance and contrast to the curved shapes of the overlay and lily.
Water lily
The rule should always be used horizontally.
Additional Elements
Concave shape
The rule works best with a headline or copy.
Inset Image ■
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The inset image adds interest to a layout and allows for more photography to be used. The inset image should always complement the main image. The inset image can be an organic image or a tightly cropped lifestyle, property or amenity image.
Rule
Inset image
Convex shape
Contents Visual Identity water lily Use ■
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Water Lily Use The water lily is derived from the SpringHill Suites logo and has been approved for use as the following:
Half Water Lily
Examples
Half Water Lily ■
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Use exactly half of the water lily. Choose a color from the palette and use as a solid color, screen of color, gradient or overlay as shown in section 2.2. Guidelines for use as an overlay are shown in section 2.4.2. When using half lily as a gradient, the darkest edge should bleed off the edge of the page.
Solid
Screen
Lily should bleed off edge of design, but printing specs and budget may prevent this in certain situations.
Contents
visual identity
2.0
Visual Identity 2.0
Whole Water Lily ■
Identity elements are the visual components that make up marketing communications. They consist of the logo, color palette, water lily, convex and concave shapes, typography and photography. Together, these elements give SpringHill Suites a consistent look. This section provides information and guidance on how to use these elements in marketing materials to ensure a unified look throughout brand communications.
logos
2.1
Logo Specifications 2.1.1 Logo Use 2.1.2 Incorrect Logo Use 2.1.3 color palette
Use the water lily in its entirety.
2.1
Gradient Color Palette 2.1.1 Gradient Settings 2.1.2 Typography 2.3
Typography
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Choose a color from the palette and use at 100%. Do not use the whole water lily as a screen. The whole water lily is used as a small design icon. The minimum size requirement is .15” in height. It should not be used as a large graphic element.
Overlay
Whole Water Lily
Examples
T he height of the water lily should not exceed 5% of the height of the layout. INSERT INTO LOCK
Unwinding
Please do not disturb
Icon SpringHill Suites by Marriott Brand Voice Standards
minimum height = .15"
Minimum size
Gradient
2.4.1
Contents Visual Identity water lily overlay use ■
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2.4.2
Water Lily Overlay Use The water lily overlay is used to create a more dynamic layout. Only half of the water lily should be used. As an overlay, the half water lily can be used over a concave shape, over an image box or in the white space of a layout. When doing so, use the following guidelines:
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Over a Concave Shape ■
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The water lily must be one-third of the height of the layout.
Use a 10-20% screen of a PMS color from the color palette. The transparency setting is set at 50%, multiply.
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Do not use it with a vertically placed concave shape.
Over an Image Box ■
Over a Concave Shape gradient area
Over a Regular Image Box
middle petal must overlap the concave curve
Use a 50-70% screen of white.
center must bleed left or right edge of layout
Placement must not be intrusive of the primary image subject.
The water lily should cover approximately 15% of the total image area.
The water lily covers approximately 50% of the free space not occupied by copy. The center must bleed the left or right edge of the layout and be anchored approximately .25” away from the bottom edge, depending on the size of the layout. The water lily must be a 25% screen of a PMS color chosen from the color palette and match the headline color.
In the White Space
image area Num quipsumsan vullam vullaore Min hendio odolore feum volenim vullandion utpatie et alit ullaor alis at.
should cover approximately 50% of free space not occupied by copy
SpringHill Suites by Marriott Brand Voice Standards
Em nonsenis adit lobortie del delit alit venis nulputat aut ipsum nit veros dit lor iusci blan
center must bleed left or right edge of layout Should be anchored approximately .25“ away from bottom edge
should cover approximately 15% of the total image area
must be 1/3 of the layout height
In the White Space
The middle petal overlaps the curve of the concave shape. The center bleeds the left or right edge of the layout.
The center bleeds the left or right edge of the layout and should be anchored approximately .25” away from the bottom edge, depending on the image size.
Free space not occupied by copy
image area
center must bleed left or right edge of layout Should be anchored approximately .25” away from bottom edge
Contents Visual Identity Concave Shape Use ■
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Concave Shape Use When using a concave shape in a layout, adhere to the following guidelines: ■
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approved concave shape
20% minimum
Place the approved concave shape at the edge of the layout. Expand the shape to the desired size, between 20-80% of the layout. Place an image into the shape or fill with a gradient color. For a more dynamic layout, see guidelines in section 2.4.2 for placing a water lily overlay.
image area bottom edge of the concave shape can fall anywhere between 20-80% of the length of the page.
80% maximum
Apply the same guidelines to both horizontal and vertical layouts. For specific guidelines for gradient setup, see sections 2.2.1 and 2.2.2.
Image
White Space
Horizontal Layout
Examples
Make a connection and the most of your time enjoy free high-speed internet in your room and work at your own pace. Or, you can also stay connected with complimentary Wi-Fi in the lobby.
Inspiring travel. Relaxing stay. SpringHill Suites by Marriott Gaithersburg 9715 Washingtonian Blvd. Gaithersburg, Maryland 20878 (301) 987 0900 SpringHill Suites by Marriott Herndon Reston 138 Spring Street Herndon, Virginia 20170 (703) 435 3100 SpringHill Suites by Marriott Dulles Airport 22595 Shaw Road Sterling, Virginia 20166 (703) 444 3944
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Concave shape with image SpringHill Suites by Marriott Brand Voice Standards
Wired Access 1. Plug ethernet cable into laptop 2. Turn on laptop 3. Launch internet browser
Please contact the front desk for assistance.
Concave shape with image and overlay
Gradient Fill
2.4.3
2.4.4
Contents Visual Identity concave shape overlay ■
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Concave Shape Overlay The concave shape overlay can be used to create a more dynamic layout. When doing so, use the following guidelines: 1. P lace the concave shape over one of the two anchor points located on the side of the layout that houses the image.
minimum size overlay
approved concave shape image area
Overlap white space
2. S cale and rotate shape to the desired overlap, adhering to the minimum and maximum sizes at right. 3. Shape must bleed two sides and overlap the white space. 4. A pply gradient using guidelines in sections 2.2.1 and 2.2.2. When used over an image, the lightest part of the gradient must overlap the image.
Minimum (shown with concave shape image)
These guidelines apply to a vertical or horizontal layout and may be used over a concave shape image as shown, or alone.
Example maximum size overlay
Overlap white space
Maximum (shown alone)
SpringHill Suites by Marriott Brand Voice Standards
SpringHill Suites
®
Concave shape overlay and water lily
Contents Visual Identity convex shape overlay ■
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2.4.5
Convex Shape Overlay The convex shape overlay can be used in conjunction with the concave shape to create a more dynamic layout. When doing so, use the following guidelines: 1. P lace the convex shape over one of the two anchor points located on the side of the layout that houses the image.
minimum size overlay approved convex shape
image area Overlap white space
2. S cale and rotate shape to the desired overlap, adhering to the minimum and maximum sizes at right. 3. Shape must bleed two sides and overlap the white space. 4. A pply gradient using guidelines in sections 2.2.1 and 2.2.2. The lightest part of the gradient must overlap the image.
Minimum
These guidelines apply to a vertical or horizontal layout. Example maximum size overlay
Overlap white space
Thank you for staying at SpringHill Suites by Marriott® Guest Room Attendant
Concave shape with convex overlay
Maximum
SpringHill Suites by Marriott Brand Voice Standards
2.4.6
Contents Visual Identity rule use ■
■
Rule Use In addition to the primary elements, a rule may be used to add visual interest and sophistication to a layout and help anchor headlines and inset images. Additionally, the rule provides balance and contrast to the curved shapes of the overlay and water lily elements. ■
■
■
■
Place the rule horizontally. Position the rule anywhere on the page with the exception of the center.
inset image headline rule
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SpringHill Suites by Marriott® Gaithersburg 9715 Washingtonian Blvd. Gaithersburg, Maryland 20878 (301) 987 0900 SpringHill Suites by Marriott® Herndon Reston 138 Spring Street Herndon, Virginia 20170 (703) 435 3100 SpringHill Suites by Marriott® Dulles Airport 22595 Shaw Road Sterling, Virginia 20166 (703) 444 3944
SpringHill Suites
®
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Use the rule in conjunction with a headline, an inset image, or both. Reverse the rule to white where it overlaps an image.
Ensure that the rule is not intrusive to the primary subject of the image as it overlaps.
■
headline rule
Guest services Airlines America West / USAirways (800) 428 4322
Delta Airlines (800)
American Airlines (800) 433 7300
Airlines (800) 225 2525
Continental Airlines (800) 523 3273
United Airlines (800) 864 8331
221 1212 Northwest Southwest Airlines
Airport Transportation Please contact the Front Desk to schedule complimentary airport transportation.
Banking Services In need of quick cash? The Front Desk will gladly cash your checks (limited amounts per day) with a valid driver’s license. Please contact the Front Desk for the location of the nearest ATM.
Travel in signature style
headline rule
Breakfast Please join us in the Breakfast Room for breakfast from 6:30 a.m. to 9 a.m. Monday through Friday and from 7 a.m. to 11 a.m. on Saturday, Sunday and holidays.
Business Services Business services are available at the Front Desk. These services include faxing, copying and printing.
inset image
SpringHill Suites by Marriott Brand Voice Standards
Chamber of Commerce For local area information, please contact the Chamber of Commerce at 1940 Elm Hill Pike.
rule headline
Contents Visual Identity inset image use ■
■
2.4.7
Inset Image Use
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Television & Media Information
In addition to the primary elements, an inset image may be used to allow for more photography within a layout. When using an inset image, adhere to the following guidelines: The inset image may be used to house organic, lifestyle, property or amenity imagery, and should always complement the main image. The inset image box should always be a horizontal rectangle. The size of the box can be adjusted to balance the layout.
inset images rule
When space allows, multiple inset images may be used. A business sense of style ST. LOUIS AIRPORT / EARTH CITY St. Louis, MO
inset image
Travel in signature style
rule inset image
SpringHill Suites by Marriott Brand Voice Standards
Contents Visual Identity photography overview ■
■
Photography Overview Photography is a key element of marketing. To communicate the SpringHill Suites Brand Voice, photography should reinforce the brand strategy of Celebrate TraveLife and the brand pillars: Assure, Inspire and Renew. To further communicate the idea of Celebrate TraveLife, the photographic style should be shot and selected from the Fresh Point of View perspective. The SpringHill Suites photographic style and content should epitomize the guest’s need to experience creativity, inspiration and enrichment while traveling. To communicate A Fresh Point of View, imagery should: Assure the guest with images that feel real and that simply illustrate the beauty and functionality of SpringHill Suites. ■
Inspire the guest with a contemporary sense of style, splashes of color and touches of humanity framed with a unique perspective.
■
Renew the guest with light and airy images that balance moments of repose with revitalizing energy.
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SpringHill Suites by Marriott Brand Voice Standards
FPO
2.5
Contents Visual Identity a fresh point of view ■
A Fresh Point of View When SpringHill Suites guests travel, they want to celebrate the journey. Whether on business or leisure travel, they seek spaces that are both stylish and inspiring. To showcase this unique perspective, the photographic style should communicate A Fresh Point of View, which means to be: Real: SpringHill Suites is genuine and down-to-earth. ■
Stylish and Smart: SpringHill Suites combines an eye for design with a sensible, straightforward way of doing things.
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Fun: SpringHill Suites embraces the bright side of travel and welcomes guests with the same light-heartedness.
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Interested and Interesting: SpringHill Suites engages guests while having a sense of curiosity and discovery.
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Open-minded: SpringHill Suites always seeks out and celebrates new and better ways of doing things.
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SpringHill Suites by Marriott Brand Voice Standards
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2.5.1
Contents Visual Identity PHOTOGRAPHIC TECHNIQUE ■
Photographic Technique To further communicate A Fresh Point of View through imagery, use one or more of these techniques: Natural and bright lighting ■
White or light-colored areas of image
■
Unexpected camera angles
■
Dynamic compositions
■
Splash of color to inspire and represent a fresh perspective
■
The following keywords should always be kept in mind: Unique Dynamic Bright Spacious ■
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SpringHill Suites by Marriott Brand Voice Standards
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2.5.2
Contents Visual Identity organic brand imagery ■
Organic Brand Imagery Organic brand imagery is used to illustrate the brand vision, Celebrate TraveLife, and to represent the three brand pillars: Assure, Inspire and Renew. Organic brand imagery should express a sense of space through lightness, translucent layers, organic forms, fluidity, airiness, and a direct connection to nature. Organic brand imagery is on-strategy if it: Engages the viewer by using extreme close-ups and interesting crops. ■
Portrays energy and optimism through bright, vibrant colors.
■
Implies a feeling of rejuvenation with images that are soft and inviting.
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SpringHill Suites by Marriott Brand Voice Standards
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2.5.3
Contents Visual Identity business travel ■
Business Travel When SpringHill Suites guests travel for business, they realize it is a necessity, but they don’t want to be defined by work. Instead they want to be surrounded by style and ambience so they can enjoy the business travel experience. To reflect the Inspiration Seeker’s unique point of view, imagery should: Capture the guest in action, not posed, to portray a more natural feel and to capture the energy and optimism of the brand. ■
Show the business traveler working in the lobby, enjoying the amenities (such as free Wi-Fi), but avoid showing the guest working in the room.
■
Show the guest enjoying their time away from work by utilizing the fitness center, surfing the web in the lobby or relaxing in their spacious rooms.
■
In the room, show the guest in a stress-free, relaxing environment. Show them enjoying the great features and benefits of SpringHill Suites.
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Review the photographic techniques found in section 2.5.2 when shooting new photography or selecting stock images.
SpringHill Suites by Marriott Brand Voice Standards
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2.5.4
Contents Visual Identity leisure travel ■
Leisure Travel SpringHill Suites leisure travel imagery should represent the brand as a versatile option for a variety of travelers and travel styles. To showcase the guests’ fresh take on the leisure travel experience, imagery should: Portray a natural feel with the use of bright and natural lighting, while showing the guest in action. ■
Capture guests enjoying the space and amenities, such as the complimentary hot breakfast, the spacious guest rooms and the fitness center.
■
Show children or the hint of children to reflect the lives of the SpringHill Suites guest.
■
Show guests outdoors or enjoying nature.
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Review the photographic techniques found in section 2.5.2 when shooting new photography or selecting stock images.
SpringHill Suites by Marriott Brand Voice Standards
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2.5.5
Contents Visual Identity property shots ■
Property Shots Property imagery should always accurately portray the SpringHill Suites product to guests. Property imagery is on-strategy if: It captures the openness and airiness of the larger spaces and is always balanced with shots that capture the smaller, inspiring details (like the iHome clock). ■
Images are composed in a way that engages the viewer and feels fresh and slightly unconventional.
■
Natural and bright lighting is used to imply spaciousness.
■
Splashes of color are used to inspire, while representing a fresh perspective.
■
Spa-like features of the bath experience as well as the larger room are highlighted.
■
Review the photographic techniques found in section 2.5.2 when shooting new photography or selecting stock images.
SpringHill Suites by Marriott Brand Voice Standards
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2.5.6
Contents Visual Identity PROPERTY shots WITH people ■
Property Shots with People Property shots with people are designed to showcase the SpringHill Suites property and allow the guests to envision themselves at SpringHill Suites. Product with people imagery is on-strategy if: The product or amenity is the primary focus. ■
The image shows the experience from the guest’s perspective.
■
It depicts business travelers in a stress-free environment by focusing on hotel amenities that help them to feel calm.
■
Review the photographic techniques found in section 2.5.2 when shooting new photography or selecting stock images.
SpringHill Suites by Marriott Brand Voice Standards
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2.5.7
Contents Visual Identity food and beverage ■
Food and Beverage Food and beverage imagery helps to convey a sense of freshness that supports the SpringHill Suites brand pillars. Food and beverage imagery is on-strategy if: A hint of human presence is captured to help keep the tone relaxed and casual. For example, a fork might be placed on the edge of a salad plate. ■
Images are kept simple while capturing real product details; less is more.
■
Images are cropped to create visual interest and engage the viewer.
■
Bright accent colors are used to portray a contemporary sensibility and express freshness and energy.
■
Food and beverages are captured in their natural environment within the hotel. Studio shots should be avoided.
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Review the photographic techniques found in section 2.5.2 when shooting new photography or selecting stock images.
SpringHill Suites by Marriott Brand Voice Standards
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2.5.8
Contents Visual Identity silhouetted imagery ■
Silhouetted Imagery Silhouetted imagery, like organic brand imagery, should have a connection to nature. Always select images that complement the colors and subjects in the layout. Silhouetted images can be used in conjunction with full-bleed images to accent and add dimension to interior pages of brochures.
SpringHill Suites by Marriott Brand Voice Standards
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2.5.9
Contents Visual Identity SELECTING STOCK ■
Selecting Stock When selecting stock photography, follow these guidelines: 1. C hoose dynamic camera angles and compositions that capture A Fresh Point of View. 2. Choose shots that feel stylish and contemporary. 3. S how people in moments of repose to balance shots of business travel. 4. People should feel natural and relaxed, not overly posed. 5. Shots should feel light and bright, with touches of color. 6. C lothing for business travelers should be professional, with a touch of style. The SpringHill Suites guest is more likely to wear a buttoned-down shirt with a sport coat than a suit jacket. 7. Choose shots from a high or low perspective, avoiding straight-on camera angles.
SpringHill Suites by Marriott Brand Voice Standards
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2.5.10
Contents Visual Identity incorrect use ■
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Incorrect Use The following are examples of incorrect uses of photography: 1. Photos shot at straight-ahead or eye-level position. 2. Photos of talent looking directly into the camera. 3. Overly saturated or darkly colored photography. 4. Photos that are busy or overly propped.
No 1.
5. Photos that show children associated with business travel.
No 3.
No 2.
SpringHill Suites by Marriott Brand Voice Standards
No 4.
No 5.
2.5.11
Contents Visual Identity image rights ■
Image Rights Marriott® International requires written photo usage rights for all images. When purchasing stock images the contract should clearly state: Length of usage rights.
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■
Usage in various media.
When working with a photographer, request a letter or contract with the following information: ■
Usage expiration date (if any).
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Usage in particular types of media (or all).
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Photographer contact information.
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Cost to repurchase or extend rights.
SpringHill Suites by Marriott Brand Voice Standards
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2.5.12
Verbal Identity 3.0 Verbal identity is used to bring the brand to life in written and verbal communications. The more consistently Brand Voice is used in all communication, the more quickly consumers will identify with the brand and what makes it different and better.
SpringHill Suites by Marriott Brand Voice Standards
verbal identity
3.0
Verbal Style Tone Short Form Long Form
3.1 3.2 3.3 3.4
Contents verbal identity verbal style ■
Verbal Style: A Fresh Point of View When communicating A Fresh Point of View, it’s important that the words at every touch point Assure, Inspire and Renew the target guests — the Inspiration Seekers. SpringHill Suites is intuitive and flexible, showing the guests that the brand understands who they are. The voice offers opportunities to discover and to relish the style, the space and the experience. A Fresh Point of View is natural and optimistic, and the verbal style should be short and simple in a tone of light sophistication. Lighthearted and a little unexpected. Share with the guests while listening to them and letting them inform the communication.
Talking the Talk The SpringHill Suites verbal style informs and engages guests on a human level. The voice is real, stylish and smart, interested and interesting, and fun and open-minded. The voice relates to guests in a conversational manner. Assure The verbal style, through clear language, presents services and amenities in a way that demonstrates flexibility and invites guests to use the hotel as they choose. Inspire With empowering phrases like “Feel free…” and “Go ahead…”, which encourage the guest to explore, the verbal style invites and delights, occasionally with a clever turn of phrase. Renew The verbal style uses specific words to bring the renewal theme to life — words like refresh, rejuvenate and energize embody the active side of renewal while the words calm, relax and unwind reflect the soothing side of the SpringHill Suites experience.
SpringHill Suites by Marriott Brand Voice Standards
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3.1
Contents verbal identity tone ■
Tone A Fresh Point of View Is: •
Simple (clear, colloquial, real)
•
Natural (approachable, genuine, warm)
•
Optimistic (positive, easy to get along with)
•
Refreshing (calm, relaxing, rejuvenating)
•
Lightly sophisticated (light and respectful humor, a knowing wink)
A Fresh Point of View Is Not: •
Formal (scripted, stilted, crisp)
•
Negative — about guests, the hotel or their job (employees)
•
Trying too hard (fake, contrived, confusing wordplay)
•
Achievement oriented (emphasizing productivity, brash, motivational)
•
Telling people what they want (arrogant, sarcastic)
SpringHill Suites by Marriott Brand Voice Standards
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3.2
Contents verbal identity short form ■
Short Form Short statements sum up the brand in ways that are quickly understood. Part of building a strong brand is making sure that all messages support the brand positioning. Key messaging helps highlight important brand offerings. These examples can be used as a foundation to develop messaging that is distinctive to the hotel and its unique business position.
Examples Designed to inspire A business sense of style Escape from routine Enjoy travel more A space of your own Suite dreams Stay in or venture out Feel free to explore Make a connection and the most of your time
SpringHill Suites by Marriott Brand Voice Standards
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3.3
Contents verbal identity long form ■
Long Form Long messaging is used to bring the brand to life in written and verbal communications. Use long messaging to reinforce the benefits of the SpringHill Suites experience. Highlight how SpringHill Suites enriches travel by creating a calming experience that leaves guests feeling rejuvenated. For all travelers, emphasize SpringHill Suites’ ability to deliver distinctive experiences and to enhance guests’ enjoyment and relaxation while traveling.
SpringHill Suites by Marriott Brand Voice Standards
Example Designed to inspire, our spacious suites are built for work and play. Check email while you sip your morning coffee. Connect with friends and enjoy complimentary Wi-Fi in our lobby lounge. With more space than comparably priced hotel rooms and stylish surprises around every corner, SpringHill Suites makes travel feel brand new.
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3.4
Stationery 4.0 Stationery standards are designed to communicate a consistent Brand Voice at all customer touch points. The business card, envelope and letterhead are just a few of the communications that make up stationery. This section covers detailed specifications for stationery items for SpringHill Suites hotels. Be sure to read the standards to understand how to use the logos, typefaces and color palettes properly. For specifics on these elements, see Visual Identity in section 2.0. Order stationery items from normal vendors. Nothing has changed in this process. If needed, artwork files are located on BrandWorks in the Download section.
SpringHill Suites by Marriott Brand Voice Standards
STATIONERY
Business Card Letterhead Business Envelope In-Room Note Pad In-Room Pen Note Card and Envelope Mailing Label
4.1 4.2 4.3 4.4 4.5 4.6 4.7
Contents PRINT STANDARDS STATIONERY BUSINESS CARD ■
Business Card Order stationery items from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section. Production Specifications: •
P rinting: 2 PMS colors plus black (PMS 2685, PMS 7427), no bleed
•
Trim: 3.5” x 2”
•
P aper: Finch Casablanca, 80# cover, or comparable stock with 30% PCW, required for Green Seal Certification
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
Notes: •
Do not alter the design.
•
Do not alter the font, font size or font color.
SpringHill Suites by Marriott Brand Voice Standards
RUSSELL MCCANDLESS
general manager
SpringHill Suites by Marriott® ST. LOUIS AIRPORT / EARTH CITY
3099 Rider Trail South • St. Louis, MO 63044 t (314) 739 9991 • f (314) 739 9992 • springhillsuites.com russell.mccandless@ springhillsuites.com Operated under a license agreement from Marriott International, Inc.
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4.1
Contents PRINT STANDARDS STATIONERY LETTERHEAD ■
Letterhead Order stationery items from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section. Production Specifications: •
P rinting: 2 PMS colors plus black (PMS 2685, PMS 7427), bleed
•
Trim: 8.5” x 11”
•
P aper: Finch Casablanca, 60# text or comparable stock with 30% PCW, required for Green Seal Certification
•
specifics on logos, typefaces and color, For see Visual Identity in section 2.0.
Notes: •
Do not alter the design.
•
Do not alter the font, font size or font color.
SpringHill Suites by Marriott® • PROPERTY NAME Address • City, ST Zip t (123) 456 7890 • f (123) 456 7890 • springhillsuites.com Operated under a license agreement from Marriott International, Inc.
SpringHill Suites by Marriott Brand Voice Standards
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4.2
Contents PRINT STANDARDS STATIONERY BUSINESS ENVELOPE ■
Business Envelope Order stationery items from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section.
Front
Production Specifications: •
P rinting: 2 PMS colors plus black (PMS 2685, PMS 7427), no bleed
•
Trim: #10 envelope, square flap
•
P aper: Finch Casablanca, 60# text or comparable stock with 30% PCW, required for Green Seal Certification
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
Notes: •
Do not alter the design.
•
Do not alter the font, font size or font color.
Back
SpringHill Suites by Marriott® • ST. LOUIS AIRPORT / EARTH CITY 3099 Rider Trail South • St. Louis, MO 63044
SpringHill Suites by Marriott Brand Voice Standards
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4.3
Contents PRINT STANDARDS STATIONERY in-room note pad ■
■
In-Room Note Pad Order stationery items from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section.
Catch wandering ideas
Production Specifications: •
Printing: 1 color (PMS 2685), no bleed
•
Trim: 4” x 5.5”, minimum of 8 sheets with chipboard back
•
P aper: 50# uncoated commodity or comparable stock with 30% PCW, required for Green Seal Certification
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
Notes: •
Do not alter the design or copy.
•
Do not alter the font, font size or font color.
SpringHillSuites.com
SpringHill Suites by Marriott Brand Voice Standards
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4.4
Contents PRINT STANDARDS STATIONERY in-room pen ■
In-Room Pen Order stationery items from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section. Only one color pen will be available from the vendor at any given time. Vendor will rotate color approximately every six months. Production Specifications: •
P rinting: Each pen is 1 color (PMS 2572, PMS 360 or PMS 7459)
•
Clear barrel
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
•
Marriott requires that pens be made from recycled materials and carry the recycle logo.
Notes: •
Do not alter the design.
•
Do not alter the font, font size or font color.
SpringHill Suites by Marriott Brand Voice Standards
Standard Pen
Upgraded Pen
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4.5
Contents PRINT STANDARDS STATIONERY note card and envelope ■
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4.6
Note Card and Envelope Order stationery items from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section.
Note Card Front
Note Card Back
Production Specifications: •
Card Printing: 2 colors (PMS 2685, PMS 7427), bleed
•
Trim, Card: 6.25” x 4.375” folded, 6.25” x 8.75” flat
•
P aper, Card: Finch Casablanca, 80# cover or comparable stock with 30% PCW, required for Green Seal Certification
•
Envelope Printing: 2-colors (PMS 2685, PMS 7427), no bleed
•
Trim, Envelope: 6.5” x 4.75”
•
P aper, Envelope: Finch Casablanca, 60# text or comparable stock with 30% PCW, required for Green Seal Certification
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
10% TOTAL RECOVERED FIBER ALL POST-CONSUMER FIBER
10% TOTAL RECOVERED FIBER ALL POST-CONSUMER FIBER
Notes: •
Do not alter the design.
•
Do not alter the font, font size or font color.
SpringHill Suites by Marriott Brand Voice Standards
Notecard Envelope Front
Notecard Envelope Back
Contents PRINT STANDARDS STATIONERY mailing label ■
Mailing Label Order stationery items from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section. Production Specifications: •
Printing: 1 color (black), no bleed
SpringHill Suites by Marriott®
•
Trim: 5.25” x 4”
3099 Rider Trail South • St. Louis, MO 63044
•
Paper: Crack ‘n Peel label
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
Notes: •
Do not alter the design.
•
Do not alter the font, font size or font color.
SpringHill Suites by Marriott Brand Voice Standards
ST. LOUIS AIRPORT / EARTH CITY
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4.7
On-Property Materials 5.0 On-property materials are designed to communicate a consistent Brand Voice at all customer touch points. Key cards, laundry bags and comment cards are just a few of the communications that make up on-property materials. This section covers detailed specifications for on-property materials for SpringHill Suites hotels. Be sure to read the guidelines to understand how to use the logos, typefaces and color palettes properly. For specifics on these elements, see Visual Identity in section 2.0. Order on-property materials from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section.
SpringHill Suites by Marriott Brand Voice Standards
ON-PROPERTY MATERIALS
Key Card Key Packet Key Slot Card High-Speed Internet Access Card Laundry Bag Comment Card Room Attendant Card
5.1 5.2 5.3 5.4 5.5 5.6 5.7
Contents PRINT STANDARDS on-property materials key CARD ■
■
Key Card There are four different versions of standard key cards. They should be used at the same time and rotated among guests. Order on-property materials from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section.
Key card front
Production Specifications: •
Printing: Front: 4 color process, Back: Black
•
Trim: 3.375” x 2.125”
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
Notes: •
Do not alter the design.
•
Do not alter the font, font size or font color.
•
o sponsorship, advertising, non-SpringHill Suites logos or N messaging is permitted on key cards.
SpringHill Suites by Marriott Brand Voice Standards
• Lock all windows and doors.
to wear name tags.
at all times.
• Keep key card with you
all visitors.
• Employees are required
for valuables.
• Use viewport to ID
• Use safe-deposit box
FOR YOUR SECURITY
PLI
Key card back
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5.1
Contents PRINT STANDARDS on-property materials key packet ■
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■
Key Packet There are two versions of the key packet. Use one at a time. Order on-property materials from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section.
Outside
Production Specifications: •
P rinting: 1 color (PMS 144 or PMS 2915) plus satin aqueous coating, bleed
•
Trim: 8.5” x 2.75” flat, die-cut slits
•
P aper: 100# Gloss Cover. Use 10% PCW stock, required for Green Seal Certification
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
Notes: •
Do not alter the design or copy.
•
Do not alter the font, font size or font color.
•
o sponsorship, advertising, non-SpringHill Suites logos or N messaging is permitted on key packets.
Enjoy complimentary Wi-Fi in the
Open possibilities
lobby.
Enjoy complimentary
Open possibilities
Wi-Fi in the lobby.
Room to relax
Inside
Room Number
Rate
DEPARTURE DATE We are committed to a smoke-free policy. A $250 room recovery fee will be charged for smoking in your room.
USA Today I have requested weekday delivery of USA Today. If refused, a credit of 75¢ will be applied to my account. Please call the front desk or check here to refuse the paper. Please drop off at the front desk during your stay.
Enjoy complimentary Wi-Fi in the
lobby.
I do not want newspape r service.
Room Number
Rate
DEPARTURE DATE We are committed to a smoke-free policy. A $250 room recovery fee will be charged for smoking in your room.
USA Today I have requested weekday delivery of USA Today. If refused, a credit of 75¢ will be applied to my account. Please call the front desk or check here to refuse the paper. Please drop off at the front desk during your stay. I do not want newspape r service.
SpringHill Suites by Marriott Brand Voice Standards
Enjoy complimentary Wi-Fi in the
lobby.
5.2
Contents PRINT STANDARDS on-property materials Key slot card ■
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Key Slot Card There are three versions of the Key Slot Card. They should be used at the same time and rotated among hotel suites. Order on-property materials from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section.
INSERT INTO LOCK
INSERT INTO LOCK
Daydreaming
Daydreaming
Production Specifications: •
Printing: 4 color process, 2 sides
•
Trim: 2.62” x 4.37”, die-cut
•
Paper: 15 ml Styrene
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
Notes: •
Do not alter the design or copy.
•
Do not alter the font, font size or font color.
INSERT INTO LOCK PLEASE DO NOT DISTURB
PLEASE DO NOT DISTURB
Daydreaming
PLEASE DO NOT DISTURB
SpringHill Suites by Marriott Brand Voice Standards
5.3
Contents PRINT STANDARDS on-property materials high-speed internet access card ■
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High-Speed Internet Access Card There are three high-speed Internet access card options: wired access, wireless access or a combination of both wired and wireless access information.
Wired and wireless access
Order on-property materials from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section. Production Specifications: •
Printing: 4 color process, bleed
Make a connection and the most of your time
•
Trim: 6” x 4” flat
Enjoy free high-speed Internet in your room and work at your own pace. Or, you can also stay connected with complimentary Wi-Fi in the lobby.
•
P aper: 12pt., coated or comparable stock with 10% PCW, required for Green Seal Certification
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
Notes: •
Do not alter the design or copy.
•
Do not alter the font, font size or font color.
Wireless Access 1. Ensure you have a Wi-Fi compliant laptop 2. Open wireless network connection 3. Select hotel’s wireless network 4. Launch Internet browser
Please contact the front desk for assistance.
Wired access
Wireless access
Make a connection and the most of your time
Make a connection and the most of your time
Enjoy free high-speed Internet in your room and work at your own pace. Or, you can also stay connected with complimentary Wi-Fi in the lobby.
Enjoy free high-speed Internet in your room and work at your own pace. Or, you can also stay connected with complimentary Wi-Fi in the lobby.
Wired Access 1. Plug Ethernet cable into laptop 2. Turn on laptop 3. Launch Internet browser
Wireless Access 1. Ensure you have a Wi-Fi compliant laptop 2. Open wireless network connection 3. Select hotel’s wireless network 4. Launch Internet browser
Please contact the front desk for assistance.
SpringHill Suites by Marriott Brand Voice Standards
Wired Access 1. Plug Ethernet cable into laptop 2. Turn on laptop 3. Launch Internet browser
Please contact the front desk for assistance.
5.4
Contents PRINT STANDARDS on-property materials laundry bag ■
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■
Laundry Bag Order on-property materials from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section. Production Specifications: •
Printing: 2 color (PMS 368 and black), no bleed
•
Trim: 19” x 22” x 3”
•
Gusset bottom
•
Drawstring closure
•
Prints same design front and back
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
Notes: •
Do not alter the design.
•
Do not alter the font, font size or font color.
SpringHill Suites by Marriott Brand Voice Standards
Laundry bag front
Laundry bag back
5.5
Contents PRINT STANDARDS on-property materials comment card ■
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Comment Card Order on-property materials from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section.
Comment card front
Comment card inside We hope that you’ve had a relaxing visit and we’d like to know how we can make your next stay even better. Please share your thoughts and ideas below and deliver the card to a member of our staff. How would you rate the following? Excellent
P rinting Outside: 2 colors (PMS 2685, PMS 7427), bleed Inside: black
•
Trim: 5” x 5.5” folded, 5” x 11” flat
•
P aper: Casablanca 80# Cover, or comparable stock with 30% PCW, required for Green Seal Certification
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
Good
Fair
Friendliness of front desk staff Breakfast Room cleanliness How can we make your stay more enjoyable?
Share ideas
•
Very Good
Overall experience
Production Specifications:
Share ideas
We’d love to hear your perspective.
Comment card back
Notes: •
Do not alter the design.
•
Do not alter the font, font size or font color. Yes
If you travel to this area again, will you stay with us?
When were you here?
Room number
Your name (optional) Address City State
Zip
Province
Country
Telephone Email
10% TOTAL RECOVERED FIBER ALL POST-CONSUMER FIBER
10% TOTAL RECOVERED FIBER ALL POST-CONSUMER FIBER
SpringHill Suites by Marriott Brand Voice Standards
No
Poor
5.6
Contents PRINT STANDARDS on-property materials room attendant card ■
■
Room Attendant Card Order on-property materials from normal vendors. Nothing has changed in this process. If needed, the artwork files and printing specifications are located on BrandWorks in the Download section.
Room attendant card
Production Specifications: •
Printing: 1 color (PMS 2685), bleed
•
Trim: 3” x 5” flat
•
P aper: Casablanca 80# Cover, or comparable stock with 30% PCW, required for Green Seal Certification
•
specifics on logos, typefaces and color, see For Visual Identity in section 2.0.
Thank you for staying at SpringHill Suites by Marriott®
Notes: •
Do not alter the design.
•
Do not alter the font, font size or font color.
Guest Room Attendant 10% TOTAL RECOVERED FIBER ALL POST-CONSUMER FIBER
10% TOTAL RECOVERED FIBER ALL POST-CONSUMER FIBER
SpringHill Suites by Marriott Brand Voice Standards
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5.7
Print Collateral 6.0 Print collateral materials are designed to communicate a consistent Brand Voice at all guest touch points. To learn about Brand Voice, visit section 1.0. This section covers detailed specifications for all print collateral materials for SpringHill Suites by Marriott. Be sure to read the guidelines to understand how to use the logos, typefaces and color palettes properly. For specifics on these elements, see Visual Identity (section 2.0) The print collateral templates have been created in Adobe InDesign CS2 and are available for use in creating materials. The templates are not available in Quark XPress. At any time, refer to the main Contents for help with navigating the standards.
SpringHill Suites by Marriott Brand Voice Standards
Print Collateral
Rack Card: Front Rack Card: Back Rack Brochure: Front Rack Brochure: Interior Spread Rack Brochure: Back Brand Folder
6.1 6.2 6.3 COMING SOON 6.4 COMING SOON 6.5 COMING SOON 6.6
Contents PRINT collateral Rack card: front ■
■
Rack Card: Front Rack cards are a convenient summary of features, services and contact information targeted to the individual leisure and business traveler. The design and copy support the brand positioning: Celebrate TraveLife.
Rack Card Front Sample 1
Rack Card Front Sample 2 Version 2 Logo Primary image
Layout •
T he concave shape image box is fixed.
•
efer to template for instructions R on size and placement of logo.
•
Photography is full color.
•
Do not alter the logo in any way.
•
P rimary image should focus on the Inspiration Seeker guest, the hotel and the hotel amenities.
Typography
•
•
•
T he rectangular shape image box is fixed. S econdary image is always an organic brand image that complements the primary image. See page 2.5.3 for more information on organic imagery. Do not alter the design.
Logo •
Use version 2 logo.
•
L ogo is black or reversed to white, depending on the photo.
•
hoose color of headline and C subheads from the color palette. Color needs to complement the images.
•
Headline size and placement are fixed.
•
Headline is maximum of two lines.
•
Hotel locator is placed under the headline.
A business sense of style ST. LOUIS AIRPORT / EARTH CITY St. Louis, MO
Designed to inspire
Headline Property specific information
Secondary image
Resources To learn more, visit: Brand Voice: section 1.0 Visual Identity: section 2.0 Color Palette: section 2.2 Photo Selection: section 2.5 Verbal Identity: section 3.1
SpringHill Suites by Marriott Brand Voice Standards
Requirements for Design and Production Graphic professionals should refer to templates for exact placement, color palette and additional specifics of layout.
Printing Specifications •
Preferred Printing: 4cp
•
Trim: 4” x 9”, 2-sided
•
Preferred Stock: 100# cover, silk or dull coated, with minimum 10% PCW (required for Green Seal Certification)
•
Varnish: Dull flood or dull spot on images only
•
Do not use UV coating
ST. LOUIS AIRPORT / EARTH CITY St. Louis, MO
6.1
Contents PRINT collateral Rack card: back ■
■
Rack Card: Back Option with map
Rack card backs contain information about facilities available at or near the hotel. Specific amenities and hotel information are listed.
Option without map Property name, address & contact information
SpringHill Suites by Marriott® ST. LOUIS AIRPORT / EARTH CITY
Water lily
3099 Rider Trail South • St. Louis, MO 63044 t (314) 739 9991 • f (314) 739 9992 • springhillsuites.com
Layout Two layout options are provided.
•
Water lily placement is fixed.
•
• •
•
“Space Light Inspiration ” appears in the same PMS color as the headline. See template for placement on each version. ■
T he water lily color should always match the color used on the front. Do not alter the design. At-a-glance copy on back should be in the following order: 1. Guest Room Amenities 2. Facilities & Services 3. Attractions 4. Local Companies 5. Directions
SpringHill Suites tagline,
•
Do not alter the font size.
Resources To learn more, visit: Brand Voice: section 1.0 Visual Identity: section 2.0 Color Palette: section 2.2 Verbal Identity: section 3.1
otel name, locator and address H are the same PMS color as the headline from the front.
•
S ubhead color is always the same PMS color as headline.
•
At-a-glance copy is black.
SM
SpringHill Suites. A hotel with style and color. Airy spaces.
All-suite expansiveness. Complimentary hot breakfast every
All-suite expansiveness. Complimentary hot breakfast every
morning. Fresh amenities and little luxuries. It’s enough to
morning. Fresh amenities and little luxuries. It’s enough to
make you forget the reason you’re there.
make you forget the reason you’re there.
At-a-glance subhead
Guest Room Amenities
SpringHill Suites by Marriott Brand Voice Standards
Guest Room Amenities
Na feugiam commod magna ad te faliquat, se tat, vel ulputat Cullam,
Na feugiam commod magna ad te faliquat, se tat, vel ulputat Cullam,
sustion sequisl eu facin Hent prat wisl iue dit luptat lor il eros elis dolor
sustion sequisl eu facin Hent prat wisl iue dit luptat lor il eros elis dolor
inim nonsequat Ut in veliqua tismodo consquatet, quat, volenim enim
inim nonsequat Ut in veliqua tismodo consquatet, quat, volenim enim
ipismolobore Eu faccum dunt lum i enis nim velenit velenibh ex eugait
ipismolobore Eu faccum dunt lum i enis nim velenit velenibh ex eugait
Facilities & Services
Facilities & Services
Na feugiam commod magna ad te Faciliquat, se tat, vel ulpt Em
At-a-glance copy
vullam, sustion sequisl Eu facin hent prat wisl iure dit luptat lor il ers
Typography •
■
3099 Rider Trail South • St. Louis, MO 63044 t (314) 739 9991 • f (314) 739 9992 • springhillsuites.com
SpringHill Suites. A hotel with style and color. Airy spaces.
Na feugiam commod magna ad te Faciliquat, se tat, vel ulpt Em vullam, sustion sequisl Eu facin hent prat wisl iure dit luptat lor il ers
elis dolor inim nonsequat ut in veliqua Tismodo conseuatet, quat,
elis dolor inim nonsequat ut in veliqua Tismodo conseuatet, quat,
volenim enim ipismolobore eu
volenim enim ipismolobore eu
Attractions
Attractions
lum ing enis nim velenit velnibh ex eugait in Ver secte consequisci
lum ing enis nim velenit velnibh ex eugait in Ver secte consequisci
et dolum eugue dolore Nolesendre ese el ulla amet wisl iliquis alit
et dolum eugue dolore Nolesendre ese el ulla amet wisl iliquis alit
vullamet velit accummy nim ver cte vullan hendio do Diam dtel diam
vullamet velit accummy nim ver cte vullan hendio do Diam dtel diam
volobore dolut ipit iusciduis Viscidunt vel iliquat lore eugtrue mi ea
volobore dolut ipit iusciduis Viscidunt vel iliquat lore eugtrue mi ea
feuipsusto Consectem aut wl iusio eugiamhjytd nullam diametu
feuipsusto Consectem aut wl iusio eugiamhjytd nullam diametu
Local Companies
Local Companies Na feugiam comd magna ad teaciliquat Se ta, vel ulputat Em vullam,
Na feugiam comd magna ad teaciliquat Se ta, vel ulputat Em vullam,
sustion sequisl Eu facin hent prat wisl iure dit luat Lor il eros elis dolo
sustion sequisl Eu facin hent prat wisl iure dit luat Lor il eros elis dolo
volobore Dolut ipit iusciduis niscidunt vel iliquat lore eugtrue mi
volobore Dolut ipit iusciduis niscidunt vel iliquat lore eugtrue mi
Space Light Inspiration
Tagline
SM
Directions From the south: Rudsdfd dolorper si. Deliquip exerat, venis adip et iusci el etuer aliquissi. Modorper ipiscip ea faccumsan et veros nibh eugiate magniatue faccummy fgfh nonsent accum dsdduismolore vel defexero delit, vercilis exer amcon ulput el doloreet lasdsdd feugiam cons.
Space Light Inspiration
SM
Map
© 2009 Marriott International, Inc.
•
SpringHill Suites by Marriott® ST. LOUIS AIRPORT / EARTH CITY
Directions
Directions Copyright information
From the south: Rudsdfd dolorper si. Deliquip exerat, venis adip et iusci el etuer aliquissi. Modorper ipiscip ea faccumsan et veros nibh eugiate magniatue faccummy fgfh nonsent accum dsdduismolore vel defexero delit, vercilis exer amcon ulput el doloreet lasdsdd feugiam cons ipiscip ea faccumsan et veros. © 2009 Marriott International, Inc.
6.2
Contents PRINT collateral Rack brochure: front ■
Rack Brochure: Front COMING SOON
SpringHill Suites by Marriott Brand Voice Standards
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6.3
Contents PRINT collateral Rack brochure: interior spread ■
Rack Brochure: Interior Spread COMING SOON
SpringHill Suites by Marriott Brand Voice Standards
■
6.4
Contents PRINT collateral Rack brochure: Back ■
Rack Brochure: Back COMING SOON
SpringHill Suites by Marriott Brand Voice Standards
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6.5
Contents PRINT collateral brand folder ■
■
Brand Folder The Brand Presentation Folder is used for SpringHill Suites hotels only. These folders can be ordered from AS Hospitality at (877) 511 8488.
One layout option is provided.
•
The gradient shapes, water lily and rule placement are fixed.
•
T he gradient shapes and inside pocket color is a gradient of PMS 2685.
•
•
•
•
efer to template for R instructions on size and placement of logo.
•
URL is set in PMS 2685 on back.
Gradient shape
SpringHill Suites
®
Rule SpringHill Suites typeset
To learn more, visit: Brand Voice: section 1.0 Visual Identity: section 2.0 Color Palette: section 2.2
Logo Use version 2 logo.
Water lily
S pringHill Suites is set in PMS 2685. Size and placement are fixed.
Resources
Do not alter the design.
•
Back
Typography
Layout •
Front
Version 2 logo URL
springhillsuites.com
Do not alter the logo in any way.
Requirements for Design and Production Graphic professionals should refer to templates for exact placement, color palette and additional specifics of layout.
Printing Specifications •
Preferred Printing: 1 PMS color (PMS 2685)
•
Varnish: overall satin aqueous or varnish
•
Trim: 9” x 12”
•
Do not use UV coating
•
Preferred Stock: 12pt. c2s with 10% PCW (required for Green Seal Certification) SpringHill Suites by Marriott Brand Voice Standards
Gradient fill in PMS 2685 Water lily
Business card slits
6.6
