Brand Guidelines

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;“?!@#$%^&*()Substitute font — for minimal use only: HelveticaHelvetica 55 RegularHelvetica 56 Regular ItalicHelvetica 85 HeavyHelvetica 86 Heavy Italic HABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890;“?!@#$%^&*()