Brand Guidelines

Identity GuidelinesGuiding you through our brand®

Contents1Introduction ...................................2The Travelocity brand ........................3Signature description ........................4Signature color variations ...................5Clear area and minimum size ...............6Background control ..........................7Color palette ...................................8Incorrect uses .................................9Typography ...................................11Brand architecture ..........................13Imagery .......................................19Our brand in action .........................20Electronic artwork ...........................21

Introduction2Taking our brand in the right directionWe all want to see our names used properly — pronounced and spelled correctly every time.An organization feels the same way about its name and visual identity.Proper use and implementation of the Travelocity identity signals to our customers and partnersthat we “have our act together”; sets us apart from our competitors; establishes our presenceand positive recognition in the marketplace; and ensures that our identity and trademarks areprotected legally.These easy-to-use guidelines provide the basic tools you need to do your part in building and maintaining a distinctive, clear, and exciting Travelocity brand identity.Much of the artwork shown has already been created. Please contact Troy Whitsett(troy.whitsett@travelocity.com) or Julie Gardner (julie.gardner@travelocity.com) for further information on obtaining artwork and/or digital files.

The new Travelocity brand3At the foundation of our brand it is our unparalleledexpertise and breadth of top-notch products thatset Travelocity apart. We use three pillars todescribe these foundational company attributes:Travel masteryWe have the comprehensive expertise andbreadth of choices to help customers plan greattrips. Our customers trust our ability to help putit all together, they love our ideas, packages,information and terrific value.Travel enticedWe know people live for fun escapes together fromtheir daily lives. We guide our customers to seeing,experiencing and enjoying new places.Travel vitalityWe help plan trips that are eye-opening andmemorable. Our customers can’t wait to beinspired to discover their next exciting destination.Travelocity brand pillarsPRODUCT CUSTOMER ATTITUDETRAVELMASTERYSmart GuidanceBreadth/ChoiceInspiring IdeasTRAVELENTICEDSavvy/EngagedShared DiscoveryUnlimited FreedomTRAVELVITALITYExciting FunExpanded HorizonsLife EnrichingTo maintain a leadership position, we must clearlyand consistently communicate our brand fromour first point of contact with customers — whenanswering a customer’s phone call or a bannerad — through the online booking experience atTravelocity.com.

Signature description4For thousands of years, travelers have used thestars for navigation. The friendly, hand-drawnstars and sophisticated colors of our new identitydistinguish Travelocity and reflect our ability toguide customers to the best trips possible.Corporate signatureThe Travelocity signature is the most prominentelement of our corporate identity; it representsboth our company and our brand. The Travelocitysignature symbolizes many of the core attributesof our business: inspiring, friendly and smart.symbolwordmark®The signature consists of the "stars" symbol andthe Travelocity wordmark.The letterforms that make up the Travelocitywordmark must never be altered or made up froma type font. The colors selected for our signaturecannot be changed or altered (refer to pages 8 and9 for Travelocity color formulas). For one-color orreverse treatments see the next page. Always useapproved electronic artwork.Travelocity OrangeTravelocity Blue®Travelocity Navy

Signature color variations5To ensure that the Travelocity signature ispresented clearly and consistently in a varietyof materials and applications, distinct variationsof the signature are available: full-color negativeand positive, 1-color blue and black andreverse versions.Full-colorPreferred negativeOne-color1-color Travelocity NavyThe preferred color version is the signature onthe Travelocity Navy background. The signaturemay also be placed on a white background.When placing the signature on a multi-coloredor photographic background please review page 7to determine which signature variation to use.PositiveReverse1-color black

Clear area and minimum size6The Travelocity signature is the principalrepresentation of our brand, our company andour people, which makes it a major corporateasset. Guaranteeing that a minimum amount ofspace surrounds the entire Travelocity signatureenhances the presentation and impact of ourcorporate signature. The Travelocity signatureshould stand out clearly from its surroundings,protected with adequate white or clear spacefrom competing visuals, graphics and text.Clear areaX=1.5 XThe clear area around the signature is one and a half times the measure of the height of thelowercase "r" letter form (1.5x). Violation of theminimum space will inhibit legibility and diminishthe impact of the Travelocity signature.1.5 X1.5 X1.5 XTo ensure legibility, even when reproduced in small sizes, the Travelocity signature shouldalways appear in sizes no smaller than 1 inchwide for offline applications and no smaller than144 pixels wide for online use.Minimum size for offlineMinimum size for online1 inch144 pixels

Background control7For the Travelocity signature to appear clear andconsistent, it must be placed on backgrounds thatoffer sufficient contrast and make the logo legible.When the signature is placed on imagery be surethat the background is uniform in tone and doesnot interfere with the signature's legibility.Dark background with preferred negative signatureIf the background is dark, use the preferred orthe negative signature. If the background is light,use the one-color or positive signature. Do notplace the signature on photographs or texturedbackgrounds that will diminish legibility. Seeexamples to the right.Light background with preferred positive signatureIncorrect use of the signature placed on an image

Primary Color palette8Travelocity’s primary color palette consists ofTravelocity Navy, Travelocity Orange, TravelocityBlue and white. It is a combination that reflects ourinspiring brand personality.Primary color paletteTravelocity Navy Travelocity Orange Travelocity Blue WhiteSpecifications for Pantone ® numbers and formulasfor 4-color process, RGB and Hex are listed belowthe color blocks.Note: Always use the formulas provided — neverchange a Pantone ® color to a CMYK, RGB, or Hexformula through an automated program swap suchas offered in Adobe Illustrator or Adobe Photoshop.The correct blends of CMYK, RGB, and Hex havebeen carefully selected to ensure that online andoffline appearances are similar — and thereforemust always be applied as stated on this page.Pantone 541CPantone 541UCMYK = 100/50/0/40RGB = 7/43/97Hex # = 072B61Pantone 158CPantone 158UCMYK = 0/61/97/0RGB = 254/88/21Hex # = FE5815Pantone 542CPantone 542UCMYK = 64/22/8/0RGB = 95/150/186Hex # = 5F96BAWhiteCMYK = 0/0/0/0RGB = 255/255/255Hex # = FFFFFFPANTONE ® identified color information is provided for the guidance of thereader. Pantone, Inc. has not evaluated the colors for accuracy. Therefore, the colors may not match PANTONE Color Standards. For accurate standards,refer to the current edition of the PANTONE Color Formula Guide. PANTONE ® is a registered trademark of Pantone, Inc.

Color palette9The secondary color palette compliments theprimary colors of the Travelocity signature addinga distinctive, versatile range of color options foruse online and offline.Secondary color paletteSpecifications for Pantone ® numbers and formulasfor 4-color process, RGB and Hex are listed belowthe color blocks.Please note that the Pantone ® number for coatedand un-coated are not always the same number —to ensure a better visual match on coated and un-coated substrates.Pantone 122CPantone 114UCMYK = 0/6/90/0RGB = 255/240/17Hex # = FFF011Pantone 485CPantone 485UCMYK = 0/100/95/0RGB = 255/17/0Hex # = FF0000Pantone 5405CPantone 548UCMYK = 58/17/0/46RGB = 60/90/111Hex # = 3C5A6FPantone 229CPantone 229UCMYK = 0/100/15/60RGB = 102/0/0Hex # = 660000Pantone 579CPantone 579UCMYK = 25/8/40/0RGB = 197/213/169Hex # = C5D5A9Pantone 5295CPantone 5295UCMYK = 20/15/0/10RGB = 173/173/198Hex # = ADADC6Pantone 7410CPantone 715UCMYK = 0/30/50/0RGB = 247/165/115Hex # = F7A573PANTONE ® identified color information is provided for the guidance of thereader. Pantone, Inc. has not evaluated the colors for accuracy. Therefore, the colors may not match PANTONE Color Standards. For accurate standards,refer to the current edition of the PANTONE Color Formula Guide. PANTONE ® is a registered trademark of Pantone, Inc.Pantone Cool Gray 11CPantone Cool Gray 11UCMYK = 0/2/0/68RGB = 98/101/109Hex # = 62656DPantone Cool Gray 9CPantone Cool Gray 9UCMYK = 0/1/0/51RGB = 125/128/134Hex # = 7D8086Pantone Cool Gray 6CPantone Cool Gray 6UCMYK = 0/0/0/31RGB = 160/162/167Hex # =A0A2A7

Incorrect uses10To build awareness and recognition of the Travelocitysignature among our various audiences, consistentuse of the signature is necessary.Regardless of reproduction method, the integrityof the Travelocity signature must always bemaintained. The Travelocity signature is an originalpiece of artwork that must never be re-set, alteredor repositioned in any way.Do not use any other colors otherthan the approved signature colors2.Do not rearrange the signature'selementsThe examples on this page illustrate misuses of theTravelocity signature. To ensure correct, consistentreproduction, always use the approved electronicartwork provided with these guidelines.3. 4.travelocityNever skew or distort the signatureDo not typeset the signature's wordmark5. 6.PRODUCT DEVELOPMENTDo not use the signature on textured orcomplicated backgroundsDo not violate the clear area surroundingthe signature, or add type to the signature.

Incorrect uses11The examples on this page illustrate misuses of theTravelocity signature. To ensure correct, consistentreproduction, always use the approved electronicartwork provided with these guidelines.8.9.Do not add elements to the starsDo not add stars to the signature7. 10.11.Never use the star symbols without the wordmarkDo not add special effects to the signatureDo not outline signature12. 13.Do not add textures to the signatureDo not use gradients for the signature

Typography for offline12Typography plays an integral role in an identitysystem. Together with the signature, corporatecolors and the layout, typography creates adistinctive style for Travelocity communications.Primary typefaceWe have selected the font family DT Argo as theprimary typeface. This sans serif font has fourdifferent styles in its family: Regular, Regular Italic,Black and Black Italic. The principal variants of typestyle are represented in the alphabets to the right.The DT Argo typeface family is bold, contemporaryand legible while maintaining visual consistency of the Travelocity identity across all media. The DT Argo font is available for purchase from theDutch Type Library athttp:www.dutchlibrary.nl/DTLArgo.htmlSubstitute font for DT Argo — for minimal useIf it is not possible or practical to acquire the DT Argo font, it is permissable to substituteHelvetica 55 for DT Argo Regular and Helvetica 85for Dt Argo Black. This is primarily allowable for useon premiums when you only need to set a URL orone or two lines of copy. Literature pieces shouldalways use the official DT Argo font.Primary typeface: DT ArgoDT Argo RegularDT Argo Regular ItalicDT Argo BlackDT Argo Black Italic AABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890;“?!@#$%^&*()Substitute font — for minimal use only: HelveticaHelvetica 55 RegularHelvetica 56 Regular ItalicHelvetica 85 HeavyHelvetica 86 Heavy Italic HABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890;“?!@#$%^&*()

Typography for offline (continued)13Secondary typefaceITC Giovanni has been selected as Travelocity'ssecondary typeface to compliment the primarytypeface DT Argo. This serif font has six differentstyles in it's family: Book, Book Italic, Bold, BoldItalic, Black, and Black Italic. It is available forpurchase from Adobe ® —http:www.adobe.com/type/browser/P/P 1062.;htmlSecondary typeface: ITC GiovanniITC Giovanni Book ITC Giovanni BlackITC Giovanni Book Italic ITC Giovanni Black ItalicITC Giovanni BoldITC Giovanni Bold Italic GABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890;“?!@#$%^&*()

Typography for electronic communications14When the primary and secondary fonts for Travelocity cannot be used (such as in PowerPointand MS Word), use the system fonts, Arial andTimes New Roman.System font: ArialArial RegularArial ItalicArial BoldArial Bold Italic AABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890;“?!@#$%^&*()System font: Times New RomanTimes New RomanTimes New Roman ItalicTimes New Roman BoldTimes New Roman Bold Italic TABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890;“?!@#$%^&*()

Brand architecture15Our brand system leverages the equity of ourcorporate brand across every part of the organization.By linking business units to the Travelocity name,we’re able to raise Travelocity’s brand profile andpromote the depth of our company.Product signature lock-upx=The Travelocity product brand signature is createdby adding a product brand name to the Travelocitylogotype. The space and relationship betweenthe Travelocity logotype should always be thesame, regardless of the length of the productbrand name..66 XPRODUCT NAMExThe product brand name is set in Trade GothicRegular and in all caps with the same height asthe logotype's "X" height. Product brand namesare set in Travelocity Orange on both light anddark backgrounds.All product signatures shown here are availabledigitally, see page 25.ExamplesFLIGHTSHOTELSCRUISESFLIGHTSHOTELSCRUISESVACATIONSVACATIONSTRAVEL EXTRASTRAVEL EXTRASLAST MINUTE DEALSLAST MINUTE DEALS

Brand architecture16The Travelocity signatures that are in the IncentiveProgram include:Travelocity PreferredTravelocity Preferred EliteIncentive signaturesAll Incentive signatures shown here are availabledigitally, see page 24.

Brand architecture17The relationship between the stars symbol and theTravelocity wordmark have been altered to create acohesive unit with the addition of "business" to thewordmark. Never re-set the wordmarks, or alter therelationships between the signature elements.Always use the provided artwork.Travelocity Business signaturesThe Travelocity Business signature shown here isavailable digitally, see page 24.

Brand architecture18The relationship between the stars symbol and theTravelocity wordmark have been altered to create acohesive unit with the addition of "Europe" to thewordmark. Never re-set the wordmarks, or alter therelationships between the logo elements. Alwaysuse the provided artwork.Travelocity Europe signaturesThe Travelocity Europe signature shown here isavailable digitally, see page 24.EUROPEEUROPE

Brand architecture19The global brand signatures for Travelocity include:Travelocity (US)Travelocity.ca (Canada)Travelocity.co.uk (United Kingdom)Travelocity.de, (Germany)Box Office, A Travelocity Company (Sweden)Travel Overland, A Travelocity Company (Germany)Resfeber.se, A Travelocity Company (Sweden)Flug.de, A Travelocity Company (Germany)Rejsefeber.dk, A Travelocity Company (Denmark)Reisefeber.no, A Travelocity Company (Norway)Global brand signaturesAll global brand signatures shown here are availabledigitally, see pages 26 and 27.

Brand architecture20The endorsement signatures shown here areavailable digitally in the pixel sizes indicated.Endorsement signaturesPixel sizesFile name157 x 23featuringTY_157x23.eps175 x 79featuringTY_175x79.eps120 x 50poweredTY_120x50.eps130 x 50poweredTY_130x50.eps131 x 47poweredTY_131x47.eps147 x 41poweredTY_147x41.eps

Imagery21The images we use speak volumes about who weare and should reflect the brand. Our imagery styleis photography, not illustration. When choosingimages look for visuals that are contemporary andengaging, adding life and energy to the overalldesign and message. Also choose images that focuson a concept, are cropped dramatically and useinteresting lighting or angles.There are certain images we will try to avoid. Theseinclude typical stock photos that feel staged. Tryto avoid images that are trite or obvious. Thesample photos on this page, each in its own way,capture the attributes of our company, thepersonality of our people and the promise we maketo our customers. Use these examples whenmaking your choices.Contact Troy Whitsett (troy.whitsett@travelocity.com)to obtain photography shown in this document.Gettyimages.com is our recommended source forrights-protected imagery.

Our brand in action22The Travelocity design system incorporates astrongly defined sense of structure and organizationwhich provides a consistent use of our brand.The system includes defined areas of color andimages for the viewer to easily navigate throughthe information. This well organized systemcommunicates to our audience that we are areliable and engaging company ready to offerguidance and inspirational ideas for yourtravel needs.System overviewLooking for a flight,hotel and a good view?

Electronic artwork23All Travelocity signatures are available in thefollowing formats: JPEG, EPS, full-color positive and negative, reverse, and 1-color navy and black.Contact the Travelocity marketing department to obtain electronic artwork.On the following pages are the signature file names forTravelocity Global Brands:Travelocity (US)Travelocity.ca (Canada)Travelocity.co.uk (United Kingdom)Travelocity.de, (Germany)Box Office, A Travelocity Company (Sweden)Travel Overland, A Travelocity Company (Germany)Resfeber.se, A Travelocity Company (Sweden)Flug.de, A Travelocity Company (Germany)Rejsefeber.dk, A Travelocity Company (Denmark)Reisefeber.no, A Travelocity Company (Norway)Travelocity Sub Brands:Travelocity PreferredTravelocity Preferred EliteProduct Lines (Air, Car, Hotel, Cruise, Vacation,Last Minute Deals, Travel Extras)Travelocity BusinessElectronic artwork chart for corporate signaturesHorizontal signaturesFile nameCorp158_hor_prefer pos.epsCorp_hor_prefer pos.jpegCorp158_hor_prefer neg.epsCorp_hor_prefer neg.jpegCorp_hor_1-color navy.epsCorp_hor_1-color navy.jpegCorp_hor_reverse.epsCorp_hor_reverse.jpegCorp_hor_1-color black.epsCorp_hor_1-color black.jpeg

Electronic artwork24Travelocity Sub Brands:Travelocity PreferredTravelocity Preferred EliteTravelocity BusinessTravelocity EuropeHorizontal signaturesFile name158_hor_prefer pos.epsIE_hor_prefer pos.jpeg158_hor_prefer neg.epsIE_hor_prefer neg.jpeg158_hor_pref elite pos.epsIE_hor_pref elite pos.jpeg158_hor_pref elite neg.epsIE_hor_pref elite neg.jpegbusiness158_hor_Business pos.epsIE_hor_Business pos.jpegbusiness158_hor_Business neg.epsIE_hor_Business neg.jpegEUROPE158_hor_Europe pos.epsIE_hor_Europe pos.jpegEUROPE158_hor_Europe neg.epsIE_hor_Europe neg.jpeg

Electronic artwork25Product Signature Artwork for Product Lines:Flights, Hotels, Cruises, Vacations, Travel, Extras,and Last Minute Deals.Electronic artwork chart for horizontal product signaturesHorizontal signaturesFile nameFLIGHTSProd158_hor_Flights pos.epsProd_hor_Flights pos.jpegFLIGHTSProd158_hor_Flights neg.epsProd_hor_Flights neg.jpegHOTELSProd158_hor_Hotels pos.epsProd_hor_Hotels pos.jpegHOTELSProd158_hor_Hotels neg.epsProd_hor_Hotels neg.jpegCRUISESProd158_hor_Cruises pos.epsProd_hor_Cruises pos.jpegCRUISESProd158_hor_Cruises neg.epsProd_hor_Cruises neg.jpegVACATIONSProd158_hor_Vacat pos.epsProd_hor_Vacat pos.jpegVACATIONSProd158_hor_Vacat neg.epsProd_hor_Vacat neg.jpegTRAVEL EXTRASProd158_hor_TravEx pos.epsProd_hor_TravEx pos.jpegTRAVEL EXTRASProd158_hor_TravEx neg.epsProd_hor_TravEx neg.jpegLAST MINUTE DEALSProd158_hor_LMD pos.epsProd_hor_LMD pos.jpegLAST MINUTE DEALSProd158_hor_LMD neg.epsProd_hor_LMD neg.jpeg

Electronic artwork26Travelocity Global Brands:Travelocity.ca (Canada)Travelocity.co.uk (United Kingdom)Travelocity.de, (Germany)Box Office, A Travelocity Company (Sweden)Travel Overland, A Travelocity Company (Germany)Electronic artwork chart for horizontal global brand signaturesHorizontal signaturesFile name158_hor_TRVL CA pos.epsGB_hor_TRVL CA pos.jpeg158_hor_TRVL CA neg.epsGB_hor_TRVL CA neg.jpeg158_hor_TRVL UK pos.epsGB_hor_TRVL UK pos.jpeg158_hor_TRVL UK neg.epsGB_hor_TRVL UK neg.jpeg158_hor_TRVL DE pos.epsGB_hor_TRVL DE pos.jpeg158_hor_TRVL DE neg.epsGB_hor_TRVL DE neg.jpeg158_hor_Box Off pos.epsGB_hor_Box Off pos.jpeg158_hor_Box Off neg.epsGB_hor_Box Off neg.jpeg158_hor_Overland pos.epsGB_hor_Overland pos.jpeg158_hor_Overland neg.epsGB_hor_Overland neg.jpeg

Electronic artwork27Travelocity Global Brands continued,Resfeber.se, A Travelocity Company (Sweden)Flug.de, A Travelocity Company (Germany)Rejsefeber.dk, A Travelocity Company (Denmark)Reisefeber.no, A Travelocity Company (Norway)Electronic artwork chart for horizontal global brand signaturesHorizontal signaturesFile name158_hor_Resf SE pos.epsGB_hor_Resf SE pos.jpeg158_hor_Resf SE neg.epsGB_hor_Resf SE neg.jpeg158_hor_Flug DE pos.epsGB_hor_Flug DE pos.jpeg158_hor_Flug DE neg.epsGB_hor_Flug DE neg.jpeg158_hor_Rejs DK pos.epsGB_hor_Rejs DK pos.jpeg158_hor_Rejs DK neg.epsGB_hor_Rejs DK neg.jpeg158_hor_Reis NO pos.epsGB_hor_Reis NO pos.jpeg158_hor_Reis NO neg.epsGB_hor_Reis NO neg.jpeg