RENAISSANCE HOTELS BRAND Identity STANDARDS
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents
1.0 brand IDENTITY
3.0
Verbal identity
1.1 1.2 1.3
Brand Positioning Target Guest Brand Values
3.1 3.2
Verbal Style Short Form Verbal Style
2.0
Visual Identity
2.1 2.2 2.3 2.4 2.5
Brand Logo Color Palette Typography Brand Pattern Photography
2
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • BRAND IDENTITY
1.0 brand IDENTITY 1.1 1.2 1.3
Brand Positioning Target Guest Brand Values
The Renaissance Hotels Brand Identity Standards provide information required to support the strategy and positioning of the brand in both its visual and verbal presentation. Every touchpoint is a chance to create an impression in the guest’s mind about what Renaissance represents. Standards are tools used to support the brand strategy. They help ensure that every guest experiences Renaissance as a distinctive brand.
1.0 3
RENAISSANCE HOTELS BRAND Identity STANDARDS
brand positioning The Renaissance brand identity is the strategic foundation of the brand and the Brand Voice. • Brand Idea: Discover Moments • Brand Target: The Discoverer • Brand Values: Intriguing, Indigenous, Independent • Brand Positioning: For the independent-minded traveler who values originality, Renaissance is the only hotel brand that inspires and provokes its guests to discover something different—each and every time they stay— so that no trip ever feels routine. • Brand Personality: Comfortably Cool. “Just right” tension between refined sophistication and exuberant fun, quietly playful or subtly surprising. Renaissance Hotels guide, connect, uncover and illuminate so guests can find the hidden gems in the hotel, in the stay and in the local experience. Because—no matter where or why you travel—there’s always something wonderfully new to be found.
contents • BRAND IDENTITY • brand positioning
1.1 1
RENAISSANCE HOTELS BRAND Identity STANDARDS
target guest • Brand Target: The Discoverer The target guest delights in discovery with a desire to know what’s out there, what’s new and how they can take it all in. Through a “work to live” motto, they punctuate their business travel experiences with deeply satisfying moments—sipping a good wine or exploring a quintessential local music spot. To Discoverers, the trip isn’t complete until they’ve found moments like these. And their moment of truth is the find.
contents • BRAND IDENTITY • target guest
1.2 2
RENAISSANCE HOTELS BRAND Identity STANDARDS
brand values Intriguing The Renaissance experience inspires and provokes exploration at every turn—a sensory adventure that transports guests to a life less ordinary. Around every corner, guests are invited to taste, see, feel, sip, hear, do and try something wonderfully new. Indigenous Renaissance echoes and embraces the locale in each hotel’s point of view— it’s the unofficial gateway, the expert on what is special about an area for guests seeking a path of effortless discovery. Independent Like the discovery guest, Renaissance is independent-minded and proud to be utterly original. Guests always have unique and fabulous options to help them make the most of their time and their trip—experiences that make the stay their own.
contents • BRAND IDENTITY • brand values
1.3
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • BRAND VISUAL IDENTITY
2.0
VISUAL IDENTITY
2.1 2.1.1 2.1.2 2.1.3 2.1.4
Brand Logo Logo Versions Logo Specifications Correct Usage Incorrect Usage
2.2 Color Palette 2.2.1 Accent Color 2.2.2 Background Color 2.3 Typography 2.3.1 Correct Typography Usage 2.4 Brand Pattern 2.4.1 Pattern Correct Usage
2.5 Photography 2.5.1 Composition 2.5.2 Interior 2.5.3 Exterior 2.5.4 Local 2.5.5 Service 2.5.6 Business Travel 2.5.7 Leisure Travel 2.5.8 Group Business 2.5.9 Food 2.5.10 Using Existing 2.5.11 Shooting New 2.5.12 Incorrect Usage 2.5.13 Image Rights
The Visual Identity is critical to communicating the brand identity. The elements within Visual Identity include logos, typography, color and photography. These elements define the Renaissance 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 touchpoints.
2.0 4
RENAISSANCE HOTELS BRAND Identity STANDARDS
brand logo The Renaissance Hotels brand logo is clean and simple, to reflect the visual vocabulary of the lifestyle space. The typography is both classic and modern, and free of unnecessary embellishments. Note the simplicity: the absence of distracting elements that serve only to clutter, and the use instead of a few crucial elements that convey the brand’s meaning to the audience. The R is the singular nod to the historic and iconic side of the brand.
contents • visual IDENTITY • Brand logo
2.1 1
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • visual IDENTITY • Brand logo • logo versions
Brand Logo
Logo Versions There are three approved versions of the Renaissance Hotels logo —the brand logo, the wordmark brand logo (without the R) and the property name logo. The full brand logos (with the R) are the preferred versions of the logo to be used. However, it is acceptable to use the wordmark brand logo in applications where space is limited. The main consideration is to make sure the logo is legible while still conforming to the minimum size guidelines.
Wordmark Brand Logo
Note: Always use approved artwork when applying any of the three approved Renaissance Hotels logos.
Property Name Logo
2.1.1 1
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • visual IDENTITY • Brand logo • logo specifications
2x
2x
2x
logo specifications A specific area of non-interference, or clear space, and minimum size requirements have been established to protect the Renaissance Hotels identity. Adhering to these clear space, height and minimum size requirements will ensure that the Renaissance Hotels identity is always represented consistently and correctly. For high visibility and an uncluttered presentation, a specific area of non-interference must be maintained around the Renaissance Hotels logo. Determine the minimum amount of clear space for the Renaissance Hotels logo by measuring the height of the R in the Renaissance Hotels 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.
x
2x
2x
2x
2x x
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 RENAISSANCE word mark measures smaller than 0.894”. There are no maximum size restrictions as long as the clear space requirements are met.
2x
0.894"/22.73mm/64 pixels at 72 dpi Minimum size
2.1.2 2
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • visual IDENTITY • Brand logo • correct usage
2.1.3 3
Property Name Logo
Brand Logo
Wordmark Brand Logo
PMS 4625
PMS 4625
PMS 4625
PMS 877 or 60% Black
PMS 877 or 60% Black
PMS 877 or 60% Black
Reversed out of black or dark color field
Reversed out of black or dark color field
Reversed out of black or dark color field
Correct usage There are three approved versions of the Renaissance Hotels logo. Versions: Brand Logo, Wordmark Brand Logo and Property Name Logo • Logo can be used in PMS 4625. • Logo can be used in PMS 877 or 60% Black. • Logo can be reversed to white on a black or dark color field. • Logo can be placed over an image as long as the logo is legible and the image does not inhibit logo visibility.
Note: Refer to color palette section 2.2 for CMYK, RGB and Web color breakdowns.
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • visual IDENTITY • Brand logo • incorrect usage
Never change logo arrangement
incorrect usage • 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. • JPEG, GIF or PNG format images are designed for screen applications and should not be printed. • Do not use the R as part of a word.
2.1.4 4
Never change colors
Never remove logo elements
Never reset any text in logo
Never distort logo
Never display R alone
Never tilt or rotate logo
Never change size of elements
Never use logo on a color that inhibits its visibility
THE MAYFLOWER HOTEL WASHINGTON DC
WO Never use logo on a photograph that inhibits its visibility
Never enclose the logo inside a non-approved shape
LD
Never display R as part of another word or element
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • visual IDENTITY • color palette
Primary colors
color palette The Renaissance Hotels color palette includes colors that are an integral part of the identity system. Corporate colors, carefully applied, will impart a consistent look and feel to all Renaissance Hotels communications at all touchpoints. When selecting a color from the palette, the primary colors should be predominant in design elements and type. The accent color should be used sparingly for emphasis only—to add value or cast subtle spotlight on a phrase or visual.
PMS 4625 CMYK RGB 0 82 60 44 100 28 79
WEB 52 2C 1D
PMS 877 CMYK RGB 0 153 0 153 0 153 40
WEB 99 99 99
PMS 151 CMYK RGB 0 248 48 151 95 40 0
WEB F5 80 21
Accent color
PANTONE®, PANTONE MATCHING SYSTEM, PMS are Pantone, Inc.’s check-standard trademarks.
2.2 2
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • visual IDENTITY • ACCENT COLOR
Using accent color in copy:
ACCENT COLOR Orange PMS 151 is the Renaissance accent color. It should be used sparingly to indicate emphasis, action or to cast a subtle spotlight. Two applications for using accent color. • In the copy. • In design but only as call-to-action in online banner. WindowShopping_300x250.pdf
1
10/20/09
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HoteL Name Hotel address city state zip t: 000.000.0000 f: 000.000.0000 renaissancehotels.com
HoteL Name Hotel address city state zip t: 000.000.0000 f: 000.000.0000 renaissancehotels.com
4:48 PM
On brown or white backgrounds, action words should be orange for emphasis.
300x250 WINDOW SHOPPING
On silver backgrounds, action words should be white for emphasis.
Using accent color in design: Pay with any American Express® Card and Renaissance® will send you a $50 Gift Card
BOOK NOW C
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Weekend getaways just got more rewarding.
BOOK NOW
Stay the weekend
BOOK NOW
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frame 1
Call to action button in online banners.
frame 2
frame 3
2.2.1
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • visual IDENTITY • background color
Brown background with white font and orange accents.
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packages are available namWeekend erio ea velest laut renim et il et ilit your lifestyle. acculla borunt quid ut eturto adfit quae omnistrunt venihictaque min eat quis int aliqui cusamet quat archiciendae to archili quuntem reserve youriureris. room,
call 800.HOtels.1 Weekend packages are available or visit renaissancehotels.com to fit your lifestyle.
BACKGROUND COLOR All sales collateral is offered in two versions. • Either version is acceptable. • Decision should be driven by: - Photography - Theme (silver may be more appropriate for weddings) - Print Production Budget - When using silver background, the use of PMS 877 is recommended.
to reserve your room, call 800.HOtels.1 or visit renaissancehotels.com
Renaissance neW YORK HOtel 57 130 east 57th street
Renaissance neW YORK HOtel 57
new York, nY 10022
130 east 57th street
t: 212.753.8841
new York, nY 10022 t: 212.753.8841
Silver background with brown font and white accents.
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packages are available namWeekend erio ea velest laut renim et il et ilit your lifestyle. acculla borunt quid ut eturto adfit quae omnistrunt venihictaque min eat quis int aliqui cusamet quat archiciendae to archili quuntem reserve youriureris. room,
call 800.HOtels.1 Weekend packages are available or visit renaissancehotels.com to fit your lifestyle. to reserve your room, call 800.HOtels.1 or visit renaissancehotels.com
Renaissance neW YORK HOtel 57 130 east 57th street
Renaissance neW YORK HOtel 57
new York, nY 10022
130 east 57th street
t: 212.753.8841
new York, nY 10022 t: 212.753.8841
2.2.2
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • visual IDENTITY • typography
2.3
DIN Regular
Typography FF DIN Offc Pro is the approved typeface for Renaissance Hotels. Consistent use of this typeface will contribute to a unified Brand Voice. This typeface is available for purchase at www.fontshop.com • Calibri font should be used when creating Microsoft documents (PowerPoint, Outlook e-mail, Word, etc.).
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() DIN Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • visual IDENTITY • typography • CORRECT typography usage
2.3.1 1
Headlines are in DIN Regular, 17 pt all caps.
correct Typography usage Headlines and body copy are in DIN Regular, with headlines in all caps. 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. Subheads are in DIN Regular. Spacing should be at least .125” between headline and supporting copy. DIN is not available on PC formats. Calibri should be used on a PC as it is the most comparable font to DIN. Note: The use of bold and italics is not acceptable.
Headline here. Additional copy goes here.
The minimum space between the headline and supporting copy is .125”
Supporting Copy Option 1 Supporting copy is DIN Regular, 10pt with 14pt leading
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Supporting Copy Option 2 Subheads for at-a-glance and bulleted information should be set in DIN Regular, and in a primary color
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • visual IDENTITY • pattern
Pattern The Renaissance pattern is a brand asset meant to represent diversity of locations, global nature of the brand and plenty of room for expansion. It is meant to be taken as a whole, as a suggestion of scope and diversity and not as a literal directory of properties. Management of the brand pattern will be done centrally by the Brand Marketing team and properties are not to modify the pattern to highlight their own names. There are three approved versions of the pattern. • Always use approved artwork: Version 1, Version 2 and Version 3. • Never alter the Visual Element in any way.
Version 1: 70% PMS 4625 over 100% PMS 4625
Version 2: PMS 877 over metallic stock or gradient when digital
Version 3: PMS 877 or 60% black over white
2.4
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • visual IDENTITY • pattern • correct pattern usage
Business Card with Pattern Version 1 9”
2.4.1
9”
CORRECT PATTERN USAGE NO MATTER WHERE OR WHY YOU TRAVEL, THERE’S ALWAYS SOMETHING NEW TO BE FOUND.
The three approved versions of the pattern can be seen in these examples. • Always use approved artwork. • Pattern should be sized at 100%, and may be scaled slightly for correct cropping. • When positioning the pattern, highlighted Renaissance Hotels text should be in the upper left portion of the layout. • Pattern should be positioned so that hotel names are cropped on all sides to imply that list of names is infinite. • The logo is the only element that can be placed over the pattern. • Never alter the pattern in any way.
12”
12”
ISTANBUL • THE DEPOT RENAISSANCE MINNEAPOLIS • NO MATTER wHERE OR wHy yOU TRAVEL RENAISSANCE NEw ORLEANS PERE MARQUETTE • THERE’S ALwAyS SOMETHING NEw TO BE fOUND • RENAIS
RENAISSANCE CHICAGO SCHAUMBURG CONVENTION CENTER 1551 North Thoreau Drive, Schaumburg, IL 60173 t: 847.303.4100 f: 847.303.4199 sales f: 847.303.4115 renaissancehotels.com
Pocket Folder with Pattern Version 2
Property Brochure with Pattern Version 1 - Front and Back Cover • RENAISSANCE ATLANTA DOWNTOWN • RENAISSANCE HONG KONG HARBOUR VIEW • • RENAISSANCE AMSTERDAM • RENAISSANCE RFRONT • RENAISSANCE HOTELS • RENAISSANCE TOWN • EDEN ROC RENAISSANCE MIAMI • 6.5” RENAISSANCE PARIS ARC DE TRIOMPHE • REN • THE BLACKSTONE RENAISSANCE CHICAGO 8.5” ISTANBUL • LA CONCHA RENAISSANCE SAN JUAN THE MAYFLOWER® RENAISSANCE WASHIN NAISSANCE NEW ORLEANS PERE MARQUETTE • RENAISSANCE KOH SAMUI RESORT & SPA • RENAISSANC RENAISSANCE MOSCOW MONARCH CENTRE • NAISSANCE NEW YORK HOTEL 57 • RENAISSANCE MIAMI • THE SHELBOURNE RENAISSANCE DUBLIN SSANCE BEIJING CAPITAL • RENAISSANCE SAO PAULO • • RENAISSANCE DUBAI DEIRA • RENAISSANCE BANGKOK RENAISSANCE LAS VEGAS • RENAISSANCE HOLLYWOOD POLIS • RENAISSANCE SEATTLE •q RENAISSANCE MUMBAI • RENAISSANCE HOLLYWOOD
8.5”
OUTSIDE FOLDER
Key Card with Pattern Version 3
STOCK: 105 LB. ESSE COVER PEARLIZED SILVER
INSIDE FOLDER
6.5”
RENAISSANCE HOTELS BRAND Identity STANDARDS
PHOTOGRAPHY Please refer to the Photography Guidelines.
contents • VISUAL IDENTITY • PHOTOGRAPHY
2.5
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents contents••verbal BRAND IDENTITY
3.0
VERBAL IDENTITY
3.1 3.2
Verbal Style Short Form Verbal Style
The Verbal Identity Standards bring the brand to life in written and verbal communications. The more consistently Brand Voice is used in communication and execution, the more quickly consumers will identify with the brand and what sets it apart.
3.0 3
RENAISSANCE HOTELS BRAND Identity STANDARDS
Verbal style: Language provides meaning Renaissance uses words that convey information, attitude, intention and style—communication that delivers authenticity and truth. Language should always: • Surprise and charm • Share the Discoverer’s sense of adventure • Be clear and delightful • Be specific and thought-provoking Language should never be: • Contrived • Florid • Embellished • Overly clever
contents • verbal IDENTITY • verbal Style
3.1 1
The voice of Renaissance. Imagine a friend, a native of the city you’re visiting, someone who’s lived here his whole life. He’s a worldly person who has done a fair amount of traveling of his own, so he understands where you come from. He’s not provincial but he really knows his city and he has dropped by to show you around. When he takes you to a restaurant, he knows the chef, he knows the menu, he knows the history of the building in which it’s housed. He knows a great second-hand bookstore, the most authentic kielbasa stand, where Woody Allen shot that movie, how much to tip a pedicab. He’s not a bore with his knowledge, but he drops little tidbits that make the place come alive, little facts and anecdotes that surprise you, things you can’t wait to tell your family when you get back. He’s witty, he’s smart, but never long-winded, flowery or pretentious. Every so often he’ll drop a turn of phrase that sticks in your ear, maybe a homespun idiom or an unusual but perfect word. It’s a voice that can be straightforward and informative when you need it to be. You arrange a wake-up call for an early meeting and the voice on the phone is polite, professional and straightforward. But, when you’re in the mood, he offers a color commentary track that casts light around surprising corners and into obscure shadows. This is the voice of the Illuminator, your guide to the Renaissance and its locale.
RENAISSANCE HOTELS BRAND Identity STANDARDS
short form verbal style 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. The following examples can be used as a foundation to develop messaging that is distinctive to the hotel and its unique business positioning: Keycard SAFETY IS KEY (no pun intended) KNOCK KNOCK. Before you open the door, Look through the viewfinder. In the gym Why not skip the treadmill today? Take a brisk run down to Lake Superior instead. Or, if you’re ambitious, Indiana. Coffee mug Coffee was first brewed in 9th century Ethiopia. We made this batch fresh today. Taste the difference. website cONTENT Paris: Took 180 years to build Notre Dame. That explains the hunchback. Orlando: Walt Disney chose Orlando to avoid hurricanes. Mice hate strong winds. Atlanta: A stunning city with over 50 streets named Peachtree. Getting lost is a joy.
contents • verbal IDENTITY • Short form verbal style
3.2
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents • verbal IDENTITY • long form verbal style
3.3
Sample long form verbal hotel guide introduction Ah, you’re here...sit back, kick off your shoes, relax for a moment... Welcome to the Baronette Renaissance Detroit-Novi Hotel, one of more than 140 Renaissance properties around the globe. But don’t be fooled, each and every one is unique. At Renaissance we firmly believe that travel is about discovery and exploration so, no matter what brings you here, we encourage you to take pleasure in the details of your stay; to appreciate the unique offerings of the city; to uncover the hidden gems along your journey.
long form verbal style Use long form messaging to reinforce the benefits of the Renaissance experience. The following examples can be used as a foundation to develop messaging that is distinctive to the hotel and its unique business positioning:
So, don’t let us hold you up, visit our Navigator in the Lobby to find out about that obscure little museum, or that superb wine shop, or the quintessential local music spot. We guarantee a satisfying FIND. property meeting planner guide Meetings. Dallas Style. The frozen margarita machine was invented in Dallas. And so was the integrated circuit computer chip. Maybe it’s the hot blues coming from Deep Ellum or the wild fun of our rodeos, but great ideas seem to surface in this town as surely as Texas oil. At the Renaissance Dallas Hotel, we’ve designed our meeting space to spur your own group’s free-flowing ideas. Meeting rooms deliver extraordinary views of the downtown skyline, and a total of 19,000 sq. ft. of meeting space to live up to the big D’s reputation for...big. As you’d expect from a city known for its high tech, our systems can bring the wow factor to any gathering. Then, between sessions, within our hotel or around town, we’ll help your people experience local tastes and treasures – unforgettable discoveries from deep in the heart of Dallas. Have a great meeting.
RENAISSANCE HOTELS BRAND Identity STANDARDS
contents
brand voice & strategy
Verbal identity
1.0 Overview
3.0 Overview
Visual Identity
Print standards
2.0 2.1 2.2 2.3 2.4 2.5
4.0 5.0 6.0 7.0 8.0 9.0
Overview Logos Color Palette Typography Visual System Photography
Stationery On-property Materials Print Collateral Advertising Direct Mail Out of Home Advertising
4
