THE OF BRANDING

THE 

OF BRANDING 

THE STORY OF OUR GLOBAL VISUAL IDENTITY

Over the next few pages we will introduce you to the 

Global Visual Identity for Hilton Hotels & Resorts, as well as the 

online system through which the brand identity is executed, called:

THE BRAND IDENTITY STORY 

Think Hotel, think Hilton. We are the most widely recognized hotel 

brand in the world, but we have not always looked like a global brand. 

Look at the world’s most exciting, iconic 

brands and you’re likely to recognize some 

simple characteristics in color, font, imagery 

and style. 

These brands are consistent regardless of 

where in the world you experience them; 

Coca-Cola, Apple, Nike, Google… They also 

have simple, consistent and recognizable 

design style with the tools in place to ensure 

ease of use in execution and approval. 

Over the course of 12 months we worked 

closely with our design firm to create our 

new brand identity, making it streamlined, 

sophisticated and instantly recognizable 

globally. We talked to hotels and regional 

stakeholders to gain feedback and ensure we 

understood their needs, allowing for creation 

of the most flexible and efficient online 

system possible to deliver the new identity 

on brand, on time and within budget, lovingly 

called HiltonART. 

With all we had learned we were able to craft our 

NEW VISUAL IDENTITY 

and set off bringing it to life.

INTRODUCING 

OUR NEW IDENTITY 

FOR COLLATERAL 

HOTEL 

COLLATERAL EXAMPLE 

RESORT 

COLLATERAL EXAMPLE 


DESIGN ELEMENTS 

HILTON DUBAI CREEK 

HILTON BORA BORA NUI RESORT & SPA 

PHOTOGRAPHY 

Our new look is built from a set 

of key design elements: 

THE WINDOW 

Transparency or Solid Effect 

• Color Palette 

• Hilton Window with optional transparency effect 

• Photography 

• Textural Stripes (when photography is not used) 

• Whitney Font 

• Refreshed Brand Logo 

• Regional Icon 

WELCOME TO HILTON 

NEW TYPEFACE 

TEXTURAL STRIPES 

WELCOME TO HILTON 

We have united Hotels and Resorts to create one 

Global Brand Identity by using the same design 

elements across both. The point of difference 

between Hotels and Resorts is in a simple color 

solution, with classic, sophisticated blue as the lead 

color for Hotels and fresh, bright white for Resorts. 

HILTON.COM 

HILTON.COM 

The design elements are showcased over 

the next few pages. 

HILTON.COM 

HILTON.COM 

REFRESHED LOGO 

REGIONAL ICON

MASTER BRAND LOGO 

PROPERTY LOGO 

DESIGN ELEMENT 1 

THE LOGO 

OLD 

Our famous logo has been refreshed! 

NEW! 

It has received a facelift to not only give it a more modern look, 

but to give greater prominence to the Hilton word mark and 

emphasize our Resort properties for the first time. You can find all approved 

variations and formats of our master brand logo, as well as individual 

property and cluster logos on HiltonART. 

NEW!


THE COLOR PALETTE 

HILTON BLUE ACCENT BLUE 

SUPPORTING CREAM 

F&B BROWN RESORTS WHITE 

To promote global brand recognition, we use cohesive, 

recognizable and ownable brand colors. 

Hotel and Corporate collateral items use our signature Hilton Blue as the lead color. 

Resorts items use fresh, crisp Resorts White, while F&B items use the natural F&B Brown. 

We have a bright Accent Blue for highlighting copy, and Supporting Cream for secondary use 

across all communications, to bring a sense of freshness and variety.

WHITNEY 


THE FONT 

Aa Bb Cc Cc Bb Aa 

Our new typeface is called Whitney. 

Throughout communications we use a variety of weights 

and styles based on the context and overall aesthetic of a piece. 

BOLD 

MEDIUM 

BOOK


PHOTOGRAPHY 

Hilton is a visual brand and that starts with photography. 

A picture is worth a thousand words 

and our new identity puts imagery at the heart of our visual storytelling. On HiltonART, 

you can explore and download our best photography in the Best Of Hilton gallery, as 

well as browse for specific property images. 

STYLISH AUTHENTIC CONTEMPORARY


THE WINDOW 

The Window is the frame for our strongest images. 

We use the Window with a degree of transparency or as a solid frame. 

It can be BIG and show the full picture, or it can be SMALL to add focus 

and allow more text.


THE STRIPES 

To help build recognition we have our textural Stripes. 

Some collateral items do not require photography 

so we have introduced the Stripes to add a level of sophistication 

and to create an instantly recognizable identity element for the Hilton Brand.

EXTERNAL LOGO & REGIONAL ICON 


THE REGIONAL ICON 

We have a new Signature. 

We wanted a way to continuously reinforce that Hilton is everywhere, that when 

a Guest stays at a Hilton property they are part of something worldly, something BIG! 

Hotel collateral no longer bombards the Guest with our logo, 

now replaced by the more subtle Regional Icon. 

External collateral uses a combination of our logo and Regional Icon 

to enforce the brand and its global presence. 

IN-HOTEL REGIONAL ICON

VISUAL IDENTITY FOR HOTELS 

Now that you know all the elements, 

SEE HOW IT ALL COMES TOGETHER...

Hilt Rebrand Tray Card Hotels&Resorts AW02.indd 1 20/06/2011 14:37 

BRAND COPY 

Locked 

SCORE GUIDE 

STARTERS 

Roast aubergine soup, sun blush tomato crème fraiche $5.25 

Smoked salmon platter $10.00 

Macaroni cheese, white truffle oil $9.50 

Ham hock and foie gras terrine, pineapple relish $11.50 

SANDWICHES 

Ham, cheese and Branston pickle on sundried tomato bread $8.50 

Tuna, cucumber and mayonnaise on granary bread $8.50 

Roast beef, horseradish and watercress on wholemeal bread $8.50 

MAIN DISHES 

Lamb moussaka $14.00 

Chicken Korma, pilau rice $13.50 

Smoked haddock Mornay $13.00 

Roast vegetable cannelloni, tomato and basil sauce $12.50 

Chilli con carne with rice $14.00 

Mushroom tortellini red pepper coulis $12.50 

Raw Oysters 

DESSERTS 

Cheese platter $7.00 

Exotic fruit salad $7.00 

Black cherry trifle $7.00 

Chocolate and raspberry tart $7.00 

Vegetarian 

Healthy Options 

STANDARD TIME FORMATS USE A COLON. 

The time format can be changed to use a period 

and 24 hour clock if regionally relevant. 

Served from 10:30pm until 6:00am 

Hilt Rebrand Resorts Room Menu Pages AW13.indd 13 30/08/2011 18:02 

NOTE TO BRAND: 

For menu items 

that have choices 

indentation option has 

been added. 

PLEASE SEE IMAGE DECK FOR OPTIONS 

THIS IMAGE IS A STOCK IMAGE THAT EXISTS IN THE IMAGE DECK FOR THIS ITEM. 

LOW RES PREVIEW AT THIS STAGE 

PROPERTY 

SPECIFIC 

Editable 

copy by 

Team 

Member 

Hilton Kids Menu AW03.indd 1 19/07/2011 14:24 

PAN-FRIED ATLANTIC SCALLOPS, CAULIFLOWER PURÉE, 

CAULIFLOWER BEIGNETS, SMOKED BACON JUS 

CREAM OF MUSHROOM & ROAST GARLIC SOUP 

BRAND 

Header copy 

locked 

LEMON & THYME SORBET 

MEDALLIONS OF MONKFISH, 

PESTO COURGETTE & POTATO PARMENTIER, 

TOMATO, CHORIZO & WHITE BEAN CASSOULET 

MENU ICONS 

Select from supplied 

set as required by 

This voucher entitles you 

Valid From: 

Hotel/Resort 

to a Hilton Breakfast when 

taken to our main restaurant. 

Per dish a maximum 

BRAND COPY 

Please present to your 

Name: 

of 2 icons can be Locked 

Breakfast host on arrival. 

This voucher is only valid once during each 

used at one time 

stay. This offer excludes room service and 

cannot be exchanged for cash. 

room Number: 

Hilton Breakfast Coupon AW04.indd 1 17/06/2011 15:09 

OR 

DUO OF IRISH PORK LOIN & BRAISED PORK BELLY, 

EDITABLE IMAGE 

WHOLEGRAIN MUSTARD MASH, 

ROAST SWEET POTATO, APPLE PURÉE 

VANILLA POD CHEESECAKE ON A HAZELNUT COOKIE, 

MARINATED BERRIES, CHOCOLATE SAUCE 

TEA / COFFEE 

Wedding menu Hotel&Res AW03.indd 1 10/06/2011 14:54 

TO BE SETUP AS A WORD TEMPLATE 

BRAND 

COPY 

locked 

Voucher Number: 92003 Auto generated No. 

Hilton Breakfast Coupon AW04.indd 3 17/06/2011 15:09 

BRAND COPY 

Locked - Alt option 

available 

MASTER BRAND 

Logo for both Hotels 

& Resorts - do not 

use property logo 

VISUAL IDENTITY FOR RESORTS 

Note: The previous copy is currently used in Americas. 

We have adjusted to your suggestion as we feel that it is closer to new TOV. 

the neW VisUal identitY – in F&b 

SHAPE OPTION 1 

FRONT 

YOUR MENU 

FOLD 

FOLD 

TRAY COLLECTION 

Ca l room service and we’ l be happy to pick up your tray. 

Or simply place it outside your door. 

NIGHT 

MENU 

FOR 

THE KIDS 

OUTER 

(NO PRINT ON INNER) 

wHAT’S TO 

EAT & DRINk? 

Half dozen $16.00 

Dozen $22.00 

OPTION 1 

NOTE 

TO BE PRINTED ON A HEAVY 

MATT LAM STOCK 

SAME BREAKFAST 

REVERSE FOR BOTH OPTIONS 

VOUCHER 

On the heels of our new identity, 

NEW DESIGNS WERE DEVELOPED FOR HOTEL ADVERTISING 

in magazines, newspapers and online. We listened to the needs 

and wants of what hotels felt was important, creating solutions 

that speak to today’s consumer... 

BREAkfAST 

IN BED

©2012 Hilton Worldwide 


remporero es repreriat omnis auda eum et recus, cus. Nem ne net ut hictem in 

porem. Ullitas consedi cidigeniscia veribus maximodi non nobis qui accaea porem. 

Omnis molor simpell uptatiandio tem escium eicias ut veritia cumque solum 

susdanis molor aut fugiam doluptur asperum cuptatis eaquaes comnihiciis idis 

BEING HAPPY DESERVES 

MORE THAN AN HOUR. 







LET US LIGHTEN 

YOUR WORKLOAD. 

INTRODUCING 

LOCAL ADVERTISING 

LEISURE 

LOCAL ADVERTISING EXAMPLE 

BUSINESS 

LOCAL ADVERTISING EXAMPLE 


DESIGN ELEMENTS 

HHONORS LOGO 

Our new local advertising templates are 

built from a set of key design elements: 

STYLIZED GLOBAL MAP 

• HHonors logo 

• Stylized map backgrounds for business & leisure 

PHOTOGRAPHY 

• Single or multi-photo layout 

• Illustrative Icon 

• Attention-grabbing headline 

• Body copy messaging 

• Call-to-Action 

• Masterbrand advertising tagline 

• Refreshed Property Logo 







Molor ullitas consedi cidigeniscia veribus maximodi non nobis qui accaea. 

For room reservations please visit hilton.com or call xxx xxx xxxxxx. 









STAY HILTON. GO EVERYWHERE. 



ICON 

HEADLINE 

With more than 150 headlines, distinct backgrounds 

for business and leisure and a wide range of icons 

to choose from, the new designs allow each hotel 

the flexibility to create an ad that is unique to them; 

providing an impactful way to break through our 

cluttered and competitive market, and still connect 

with the overall brand identity of Hilton Hotels & 

Resorts. 


6 Orchid Avenue I Surfers Paradise, QLD 4217 I Australia 



7920 Jones Branch Drive I McLean, Virginia I 22102 










MAIN MESSAGING 

CALL-TO-ACTION 

MASTERBRAND 

ADVERTISING TAGLINE 

PROPERTY LOGO 

ADDRESS 






Molor ullitas consedi cidigeniscia veribus maximodi non nobis qui accaea.


LEISURE EXAMPLES 

Tap into a world of endless advertising possibilities! 

New designs are available for both print and online initiatives, with galleries of 

categorized icons and headlines ranging from Meetings, Weddings, Locations, Rate 

Sales, Spas and cultural Holidays from around the world - just to name a few. At the 

left are a few examples of our Leisure layout, which features a vintage style global map; 

promoting the worldwide reach of our beloved brand.


B:216 mm 

T:210 mm 

S:196 mm 


BUSINESS EXAMPLES 










COME FOR THE MEETING. 

STAY FOR EVERYTHING ELSE. 

S:283 mm 

T:297 mm 

B:303 mm 


Knowing that marketing for Business is different than Leisure, a modern 

grey dot-style map is used when promoting business and meetings. The 

tech-savvy styled map speaks to the modern business consumer and gives a 

strong backdrop to your very best images. 

With its location in the heart of Bogotá’s financial center and close 

to all the excitement the city has to offer, you can easily mix business 

with pleasure. Experience the best of Bogotá in the comfort of a 

Hilton hotel, all while taking care of business. 

For reservations, go to bogota.hilton.com or call +1 800 HILTONS from anywhere 

in the US and Canada, or dial + 01 800 952 0011 from anywhere in Colombia. 


Carrera 7 No. 72-41 I Bogotá, Colombia 


75 Spring St, 2nd Floor, New York, 

NY, 10012 Tel: 212 625 6250 

5128725 

Customer: HILTON 

Client: HILTON_BOGOTA 

Campaign: LOCAL_HOTEL_ADS_2012 

Publication: THE_OIL_AND_GAS_YEAR 

Job Title: LOBBY 

Bleed: 216 mm x 303 mm 

Material Date: 6/5/12 

Trim: 210 mm x 297 mm 

Cover Date: 7/1/12 

Live: 196 mm x 283 mm 

Current Date: 6-4-2012 4:10 PM 

Creation Date: 

Users: Lisa Scala/Mike Janaskas 

5-25-2012 3:22 PM 

Page:1 Fonts: Whitney (Book, Semibold; OpenType) 

Link Names: map_10black.eps, HHonors_Logo_Bev_Horiz_4C.eps, Lobby sala.tif (523 ppi, -524 ppi, 498 ppi; CMYK), Hilton_Ads_ 

Notepad_sm.tif (994 ppi; CMYK), Hilton_Bogota_logo_stacked_4C.eps 

User Signoff 

QC Signoff 

PR Signoff 

AE Signoff 

INKS 

Cyan 

Magenta 

Yellow 

Black

To get all your hotel collateral, sales, marketing and advertising items designed on 

brand, on time and within budget, we’ve sourced Hilton branding gurus from 

around the world to help you along the way, all steered by an online system accessible 

via OnQ 24/7, 365 days a year... 

INTRODUCING

HILTON ART BENEFITS INCLUDE: 

GUIDELINES 

LOGOS AND PHOTOGRAPHY 

is accessible via OnQ 24/7, 365 days a year and is only 

place to access guidelines, templates and marketing 

materials. Hotels will have the freedom to create hotel 

collateral, sales brochures and advertising all 

within the framework of brand guidelines.

COPYWRITING AND TRANSLATION 

ADVERTISING TEMPLATES 

FOR BOTH PRINT AND ONLINE 

HOTEL AND SALES COLLATERAL 

PRODUCT MARKETING MATERIALS 

FOR RESORTS AND EFOREA SPA

HHONORS ASSETS 

MARKETING TOOLS FOR PR, FILMING 

AND PARTNERSHIPS 

ALL THIS WITH A 

BUILT-IN BRAND APPROVAL PROCESS! 

From sophisticated hotel collateral and advertising templates to award-winning 

guidelines and everything in between, HiltonART is your main hub for all things 

Hilton. We hope you are as excited as we are to launch Hilton Hotels & Resorts 

to the next level! And if there are ever any questions or just simply want to learn 

more, we’re always here to chat...

CONTACT 

For further information on Brand Identity 

or HiltonART you can contact your Regional 

Manager of Hotel Tools & Resources: 

Armand LeVasseur 

Manager, Regional Brand Marketing 

Americas 

T: +1 703 883 5279 

E: armand.levasseur@hilton.com 

Chris Timbs 


Europe, Middle East & Africa 

T: +44 207 856 8071 

E: chris.timbs@hilton.com 

Fiona Chung 


Asia Pacific 

T: +65 6833 9718 

E: fiona.chung@hilton.com 

Or contact your Regional Director 

of Brand Performance.

HILTON–ART.COM

THE OF BRANDING

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