Travelodge. Brand Guidelines

Transcription

1 Brand Guidelines

2 Table of Contents Introduction 03 Using the Guidelines 04 Brand Overview 05 The New Travelodge Brand 06 Brand Logo 07 Contained Brand Logo w/ Marks and Tagline Lockups 08 Clearspace and Minimum Size 09 Brand Tier Logos 10 Logo Don ts Additional Logos 13 Typography 14 Brand Type: Headlines and Body Copy 15 Proper Headline Arrangement 16 Tone of Voice 17 Our Tone 18 Tone Style 19 Colors 20 Primary Color 21 Asset Layout 22 Proper Asset Layout Part 1 23 Proper Asset Layout Part 2 24 Asset Layout Don ts 25 Color Treatment 26 Applications Applications 34 Photography Standards Photography Standards 38 Signage Standards 39 Interior and Exterior Signage Standards

3 02 Introduction 03 Using the Guidelines 04 Brand Overview 05 The New Travelodge Brand

4 Introduction 03 Using the Guidelines When it comes to Travelodge, the brand is all about adventure. Facilitating it, fostering it, and generally being around it. We developed this guide to provide you with the necessary tools to creatively and effectively articulate the brand look and voice, while ensuring consistency across all the elements. By following this guide, we ensure that our customers and partners understand us.

5 Introduction 04 Brand Overview It all began in 1935 when a building contractor named Scott King had an idea for bringing people closer to adventure. He decided to open a motel called King s Auto Court in San Diego to coincide with one of the most adventurous events of all the World s Fair. Well, the World s Fair and the motel were both smash hits. In fact, thanks to that event, the motel stayed fully booked for most of that year. Realizing the success of his motel and the demand for a place to stay while adventuring, Scott decided to expand. With the help of various investor groups and his own background as a contractor, Scott launched 24 more Southern California locations over the next five years. Needless to say, all of them were close to adventure. In 1940, the first motel named Travelodge was opened, and by 1946 Travelodge had officially become the name of Scott s company a company that has continued to thrive on adventure for 75 years. Today, with locations close to beach adventures, downtown adventures and everything in between, Travelodge still accommodates adventure seekers of all kinds. Whether you ve got a whitewater rafting kind of family or a shop-till-you-drop kind of family, Travelodge is still the perfect place to recharge after a long day of fun.

6 Introduction 05 The New Travelodge Brand Simple. Fun. Straightforward. And, of course, adventure-minded.

7 06 Brand Logo 07 Contained Brand Logo w/ Marks and Tagline Lockups 08 Clearspace and Minimum Size 09 Logo Don ts Additional Logos

8 Brand Logo 07 Contained Brand Logo w/ Marks and Tagline Lockups Logo with registered trademark STAY CLOSE TO ADVENTURE Logo with tagline, vertical STAY CLOSE TO ADVENTURE Logo with tagline, horizontal STAY CLOSE TO ADVENTURE Stand-alone Tagline Inverted logo with registered trademark Travelodge black logo

9 Brand Logo 08 Clearspace and Minimum Size Spacing around logo pixels Minimum width for printed materials is 1 Minimum width for electronic and online formats is 300 pixels Use white space!

10 Brand Logo 09 Logo Don ts Do not tilt logo. Do not add gradient to logo. Do not add drop shadow to logo. Do not fade logo. Do not use colors that are not brand specified. Do not add two-tone background color to logo.

11 Brand Logo 10 Additional Logos High resolution artwork of this logo is available on MyPortal. Bear Bites The Bear Bites Breakfast logo is used on all consumer-facing signage and marketing materials that relate to the Travelodge on-property complimentary breakfast. It is printed in full color.

12 Brand Logo 11 Additional Logos High resolution artwork of this logo is available on MyPortal. Wyndham Rewards The Wyndham Rewards logo is used whenever the Wyndham Rewards program is referenced. It is printed in PMS 285 Blue and PMS Cool Grey 9. (Please see Wyndham Rewards logo guidelines on MyPortal for complete usage details.)

13 12 Typography 13 Brand Type: Headlines and Body Copy 14 Proper Headline Arrangement

14 Typography 13 Brand Type: Headlines and Body Copy Headlines ITC Century STD Ultra Condensed Italic is used for main words, such as ADVENTURE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Airbus Special Italic is used for other words in headline lockup ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz BEHIND EVERY GREAT ADVENTURE IS A GREAT NIGHT S SLEEP Body Copy Helvetica Neue Regular is used for legal lines and body copy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Accolade Serial Xbold is used for signage text and logo lockup ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GUARANTEED BEST RATES TRAVELODGE.COM STAY CLOSE TO ADVENTURE

15 Typography 14 Proper Headline Arrangement Headline must always be center aligned. Lines should be centered with the top and bottom words. Top and bottom lines are Airbus Special Italic and should be smaller than main word. BEHIND EVERY GREAT ADVENTURE IS A GREAT NIGHT S SLEEP Spacing should be even between top and bottom text. Main word, such as Adventure, must always be ITC Century STD Ultra Condensed Italic. Other executions: REWARD YOUR ADVENTUROUS SIDE

16 15 Tone of Voice 16 Our Tone 17 Tone Style

17 Tone of Voice 16 Our Tone Travelodge is about being close to adventure and enjoying the fruits of those escapades. However, it doesn t just endorse an extreme type of adventure. But more a fun kind that everyone can enjoy. Travelodge s communications should be to the point without being abrupt. They should be light, yet honest. Playful, but not edgy. After all, Travelodge is a catalyst for adventure.

18 Tone of Voice 17 Tone Style Headline Lockups BEHIND EVERY GREAT ADVENTURE IS A GREAT NIGHT S SLEEP REWARD YOUR ADVENTUROUS SIDE

19 18 Colors 19 Primary Color

20 Colors 19 Primary Color CMYK: 100/56/0/34 RGB: 0/75/133 PANTONE: 295 CVC

21 20 Asset Layout 21 Proper Asset Layout Part 1 22 Proper Asset Layout Part 2 23 Asset Layout Don ts 24 Color Treatment

22 Asset Layout 21 Proper Asset Layout Part 1 Always have three sky items, unless there is no space. Trees are foreground items that can be moved around. They provide depth of field. Do not obstruct the sign. Nothing should block the view of the sign. Cityscape, hills, mountains, bridge, are background images.

23 Asset Layout 22 Proper Asset Layout Part 2 Layering effects, shadows, and reflections Background images should still provide a layered look to show depth in the image. Notice the proper overlapping of the images. Although the images are flat, we give the illusion of dimension by overlapping. Notice the road being behind the mountain, the mountain behind the trees, the trees in front of the road, the city in front of the Ferris wheel. All items minus the road have shadows. This gives a photographed diorama look and breathes life into a flat 2-D world. All items have a white stroke around them to give a paper cutout look. If an asset does not have a white stroke, follow instructions below. To get the desired stroke, use Photoshop outer glow effect, opacity 100, gradient = no transparency = SOLID. All items minus the road and sky have a reflection. The reflection is to show that the images are placed on a shiny surface to give an airy yet modern feel.

24 Asset Layout 23 Asset Layout Don ts *Note: FPO images are used as examples Never block property or cause floaters. Assets must always be grounded. Do not align images in a row. Do not layer items where the background item is in front. They will look like floaters. Don t keep the background images on one plane. They will start to look flat. Remember to have a reflection on each asset other than sky items and road.

25 Asset Layout 24 Color Treatment The overall treatment of color for this campaign is a hybrid of vintage and high contrast filters. With this style, we are able to convey an airy and friendly feeling that people can find familiarity with. In the Travelodge2V2Simple.psb file please use the layer named Color Adjustments ( EarlyBird ) as a guide to the overall color tone of the Adventure campaign. You can drag that layer into any Photoshop document that needs to be manipulated. Once the color is in place you will need to adjust the color accordingly.

26 25 Applications Applications

27 Applications 26 Applications *Note: FPO images are used as examples Travelodge letterhead, business cards, and envelopes must always utilize the licensed Travelodge logo. All letterhead, envelopes, and business cards should be personalized with the property s address, phone number, and pertinent contact information. All stationery items can be ordered from markettravelodge.com or travelodgestore.com. Business cards, 3.5 x 2 1 color, personalized Business Card 123 Your Street Your Town, TL Property Name Travelodge Hotel, Your Street address, Your City, Your St, Tel (800) Fax (000) This facility is operated under license agreement with Travelodge Hotels, Inc. Envelope, 9.5 x color, personalized Letterhead, 8.5 x11 1 color, personalized

28 Applications 27 Applications *Note: FPO images are used as examples Do Not Disturb door hanger Earth Smart door hanger

29 Applications 28 Outdoor Billboard *Note: FPO images are used as examples Outdoor billboard designs utilize messaging designed to drive traffic to your Travelodge hotel. Outdoor billboard designs are available to be ordered through markettravelodge.com. Directional billboards can be customized for your property and delivered to the media of your choice.

30 Applications 29 D.O.T. Highway Signage Travelodge D.O.T. signage designs use the Travelodge logo on a white background.* The Travelodge logo must be prominently featured in the center of the allotted space on all D.O.T. signage. *Please note that some state DOTs mandate different colors for backgrounds. In such cases, a variation will be permitted.

31 Applications 30 Van Graphics Vehicles act as mobile advertisements for the Travelodge brand. The following example provides guidelines for the correct usage of the Travelodge graphics on a van.

32 31 Photography Standards Photography Standards

33 Photography Standards 32 Travelodge s approved photography vendor is VRX Studios, through your DOS, we are happy to help you coordinate any photo needs you may have. These property images are for placement on travelodge. com as well as other supported distribution channels and media. It is important to the brand to have high-quality, updated photographs on our website to attract consumers. All photos must be taken by VRX so we can be assured that we will maintain a consistent quality look and feel. VRX Studios Pricing The cost for a full shoot is $1,375. If you only need a few shots because of a renovation, the cost of a partial reshoot is $400 plus $100 per location.* In certain circumstances, a waiver may be granted; however, you must contract a professional photographer with architectural experience. The photographer s portfolio must be approved by the brand prior to the shoot. The photographer must also agree to sign a photography release agreement providing Travelodge the sole rights to all the photographs.

34 Photography Standards 33 Per our brand standard, the photos taken must meet the requirements specified below. The following photos are needed to comply with brand standards: 2 standard rooms 1 lobby/front desk 1 bathroom 1 exterior 1 breakfast area (if offered by the property) 1 swimming pool (if offered by the property) 1 exercise facility (if offered by the property) 1 meeting room (if offered by the property) 1 restaurant (if offered by the property) Guidelines No people in the photos No toilet seat in the bathroom shot (must show the vanity, but can include the shower) Photos must show depth of space (i.e., a room shot should not focus on the bed, but the whole room) Televisions must be off No vertical photos No panoramic photos No night photos No photos showing weather elements (e.g., snow, puddles, etc.) unless appropriate to destination No photos showing any items that are not normally included with the room (e.g., flowers, breakfast tray, laptop, etc.)

35 Photography Standards 34 Post-Production Image Resolution: The photos must meet minimum specifications, including being shot for 8 x 10-inch size. They should be DPI digital images and converted and delivered at 72DPI in JPEG or BMP file format without password or other protection. Sizing Specifications: 125 x 95 (Web Thumbnail) 338 x 257 (Web) 902 x 600 (High Resolution Print ready) Please contact your Director of Operations and Support with a written request and approval to schedule a photo shoot with VRX Studios.

36 35 Signage Standards 36 Interior and Exterior Signage Standards

37 Signage Standards 36 Interior and Exterior Signage Standards For questions about interior signage standards, please contact either: American Image Jackie Goetschius 45 West Broad St. Bergenfield, NJ phone: (800) x801 fax: (201) website: or Graphic Systems Daina Edmonton-Bailey (316) For questions about exterior signage standards, please contact: Hotel Integration Team at All logo guidelines previously addressed in this document should be followed for exterior signage.

38 Adventure on.