RENAISSANCE HOTELS BRAND IDENTITY STANDARDS

RENAISSANCE ®
HOTELS
BRAND IDENTITY STANDARDS
FOR INTERNAL USE ONLY

CONTENTS
1.0 BRAND IDENTITY
1.1 Brand Manifesto
1.2 Brand Positioning
1.3 Target Guest
1.4 Brand Values
1.5 Brand Proof Points
2.0 VISUAL IDENTITY
2.1 Brand Logo
2.2 Color Palette
2.3 Typography
2.4 Live Life to Discover
Logos
3.0 PHOTOGRAPHY
3.1 Photography
Guidelines
4.0 VERBAL IDENTITY
4.1 Verbal Style
4.2 Renaissance Lexicon
4.3 Short Form
Verbal Style
4.4 Long Form
Verbal Style
4.5 On-Property
Email Signatures
5.0 COLLATERAL
6.0 EXPERIENCE
PROMOTIONS
2

BRAND IDENTITY
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 touch point 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 BRAND IDENTITY
1.1 Brand Manifesto
1.2 Brand Positioning
1.3 Target Guest
1.4 Brand Values
1.5 Brand Proof Points
3

BRAND IDENTITY
BRAND MANIFESTO 1.1
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
BRAND MANIFESTO
Who says a business trip has to be all business?
Why can’t a sales meeting also include exquisite local
flavors?
Why should a packed calendar get in the way of truly
experiencing a city?
When you check-in at a Renaissance hotel, there’s always
time to discover...
Locally inspired cuisine. Emerging artists. World-class
amenities.
Take a moment to admire the handcrafted gold leaf at the
St. Pancras Renaissance London Hotel.
Meet over the best dim sum breakfast in Shanghai without
leaving your hotel.
Or unwind after work with a live performance overlooking
the bright lights of Times Square.
Because where is it written that business travel shouldn’t
be an inspiring, eye-opening getaway you just happen to
bring your briefcase to?
You spend your life working, discover the world as you go.
Live Life to Discover. ® 4

BRAND IDENTITY
BRAND POSITIONING 1.2
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
BRAND POSITIONING
The Renaissance brand identity is the strategy foundation
of the brand and the Brand Voice.
BRAND IDEA
Discovery Moment
BRAND TARGET
The Discoverer
BRAND VALUES
Intriguing, Indigenous, Independent
BRAND POSITIONING
Renaissance is a global lifestyle hotel brand that seeks to inspire
and provoke its guests to discover something new and different —
each and every time they visit. Because Renaissance believes
no matter where or why you travel, there’s always something
wonderfully new to be found.
BRAND PERSONALITY
Savvy. Engaging. Intellectually Curious. Comfortably Cool.
“Just right” tension between refined sophistication and exuberant
fun, quietly playful or subtly surprising.
CORE MESSAGE
Live Life to Discover
5

BRAND IDENTITY
TARGET GUEST 1.3
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
TARGET GUEST
BRAND TARGET: The Discoverer
Whether on business travel or in their personal lives, the
Discoverer’s mission is to “take it all in.” It’s about the delight of
discovery — a desire to know what’s out there, what’s innovative;
to defy the everyday routine; to add richness and detail to the
moments in their lives; to always seek out and find something
wonderfully new.
Through a “work to live” motto, Discoverers punctuate their
business travel experiences with deeply satisfying moments —
sipping a good wine or exploring a quintessential local music spot.
They see travel as a break from their daily routine. Their interests
revolve around travel & adventure, food & wine, architecture &
design, and art & culture. To Discoverers, the trip isn’t complete
until they’ve found moments like these. And their moment of truth
is the moment of discovery.
6

BRAND IDENTITY
BRAND VALUES 1.4
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
BRAND VALUES
INTRIGUING:
The Renaissance experience inspires and proves 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 destination from a
local point of view, acting as a gateway to an authentic
experience of the destination. Renaissance delivers this through
local expertise tailored to guests who want to make intriguing
discoveries effortlessly.
INDEPENDENT:
Like the Discovery guest, Renaissance is independent-minded
and proud to be utterly original. Guests will encounter interesting
design and locally inspired elements in each Renaissance hotel
along with unique experiences that make every stay their own.
7

BRAND IDENTITY
BRAND PROOF POINTS 1.5
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
BRAND PROOF POINTS
The brand positioning is delivered through the brand’s three core
Discovery proof points:
R NAVIGATOR:
Our version of the modern “concierge.” The Navigators are
dedicated local experts who uncover discoveries that only a
local would know. Instead of the usual tourist spots, they lead
Renaissance guests to interesting, unexpected and unique local
discoveries. And they curate based on how little or how much
time they have. This is how we help our guests to go out and
Live Life to Discover.
RLIFE ® LIVE:
Our live event program is about activating our lobby bars and
lounges to provide a buzzy environment for our guests and
even the locals who live in the neighborhood. These spaces
are programmed with Discovery events, including experiences
such as music, book signings, mixology demos, wine tastings,
art exhibits, etc. This is our way to have our guests stay in and
Live Life to Discover.
SENSORY EXPERIENCES AND PROGRAMMING:
Each hotel has its own unique design, style and architecture.
Whether a resort, urban, modern or boutique hotel, they all tie
together through our sensory programming. Through lighting,
scents, and sounds, all hotels are programmed to deliver the
Renaissance point of view. This is what unifies all hotels as part of
the Renaissance brand. No matter where you travel around the
world, these are the elements that create the mood and the spirit
that unite our hotels. 8

VISUAL IDENTITY
The Visual Identity is critical to communication of 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 touch points.
2.0 VISUAL IDENTITY
2.1 Brand Logo
2.1.1 Logo Versions
2.1.2 Logo Specifications
2.1.3 Correct Usage
2.1.4 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 Life Life to Discover
Logos
2.4.1 Life Life to Discover
Logo Usage
9

BRAND IDENTITY
BRAND LOGO 2.1
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.
10

BRAND IDENTITY
LOGO VERSIONS 2.1.1
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
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.
NOTE: Always use approved artwork when applying any of the
three approved Renaissance Hotels logos.
Brand Logo Wordmark Brand Logo Property Name Logo
11

BRAND IDENTITY
LOGO SPECIFICATIONS 2.1.2
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
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.
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
wordmark measures smaller than 0.894". There are
no maximum size restrictions as long as the clear
space requirements are met.
2X
2X
2X
2X
2X
X
2X
X
0.894”/22.73mm/64 pixels at 72 dpi
Minimum size
2X
2X
Clear Space Requirements Clear Space Requirements Minimum Logo Sizing
12

BRAND IDENTITY
CORRECT USAGE 2.1.3
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
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 Black
• 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
Black PMS 877 or 60% Black Reversed out of black
or dark color field
13

BRAND IDENTITY
INCORRECT USAGE 2.1.4
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
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
Never change logo
arrangement
Never change colors
Never remove
logo elements
typeface. Do not change the color
specifications.
• JPEG, GIF or PNG format images are
designed for screen applications and
should not be printed.
THEY MAYFLOWER HOTEL
WASHINGTON DC
Never reset any text in logo
Never distort logo
Never display R alone
• Do not use the R as part of a word.
Never tilt or rotate logo Never change size of elements Never use logo on a color that
inhibits its visibility
Never use logo on a photograph
that inhibits its visibility
Never enclose the logo inside
a non-approved shape
Never display R as part of
another word or element
14

BRAND IDENTITY
COLOR PALETTE 2.2
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
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 touch points.
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 a subtle spotlight on a
phrase or visual.
PRIMARY COLORS
BLACK
C 0 R 0 WEB 00
M 0 G 0 00
Y 0 B 0 00
K 10 0
PMS 877
C 0 R 153 WEB 99
M 0 G 153 99
Y 0 B 153 99
K 40
WHITE
C 0 R 255 WEB FF
M 0 G 255 FF
Y 0 B 255 FF
K 0
ACCENT COLOR
PMS 151
C 0 R 248 WEB F5
M 48 G 151 80
Y 95 B 40 21
K 0
15

BRAND IDENTITY
ACCENT COLOR 2.2.1
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
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. There
are two applications for using the
accent color:
HALLOWEEN
TREAT CARD
• In the copy
• In the design, but only as a
call-to-action in an online banner
EMAIL
BLAST
A BUSINESS TRIP
DOESN’T HAVE TO BE
ALL BUSINESS.
Live music, local food and drinks right in your hotel.
Time to discover another side of business travel.
LEARN MORE »
16

BRAND IDENTITY
BACKGROUND COLOR 2.2.2
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
BACKGROUND COLOR
All sales collateral can be created in
two versions.
BLACK
BACKGROUND
• Either version is acceptable.
• Decision should be driven by:
Single
image
layout
- Photography
- Theme (silver may be more
appropriate for weddings)
- Print Production Budget
- When using silver background, the
use of PMS 877 is recommended.
PMS 877
BACKGROUND
Double
image
layout
17

BRAND IDENTITY
TYPOGRAPHY 2.3
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
TYPOGRAPHY
Century Gothic Standard 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.
Century Gothic Standard
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
18

BRAND IDENTITY
CORRECT TYPOGRAPHY USAGE 2.3.1
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
CORRECT TYPOGRAPHY USAGE
Headlines and body copy are in Century
Gothic Standard. 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. Headlines
are always set in all-caps with tracking set at
50, and, in the case that it runs onto two or
more lines, the lead spacing should be 1.2x
the font size.
Subheads are in Century Gothic Standard,
as well. Spacing should be at least .125”
between headline and supporting copy,
and the type must be set as all-caps with a
tracking of 50, and the leading set at 1.2x the
font size.
Body Copy should be set in Century Gothic
Standard. Its tracking should be set at 10 and
the leading at 1.5x the font size.
Headlines are in Century Gothic
Standard with a tracking of 50
PLACE HEADLINE
HERE FOR USE
SUBHEAD HERE
Body copy set in upper-lower case, with a tracking
of 10 and a leading of 1.5x the font size
Leading is 1.2x
the font size
Subheads at least
.125" from headline
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Aliquam vitae facilisis augue, ut posuere dolor. Nunc
et lacus a risus commodo lacinia. Vestibulum sit amet
odio condimentum, ullamcorper justo nec, malesuada
risus. Duis tincidunt ligula tincidunt, pellentesque libero
nec, venenatis dui. Vestibulum est ligula, pharetra id
enim sed, pretium varius erat. Duis luctus nunc at nisl
sodales dapibus.
Note: The use of bold and italics is
not acceptable.
19

BRAND IDENTITY
LIVE LIFE TO DISCOVER LOGOS 2.4
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
LIVE LIFE TO DISCOVER LOGOS
The Live Life to Discover logo is clean and
simple to reflect the visual vocabulary of
the lifestyle space. There are 10 approved
versions of the Life Life to Discover logo. You
are welcome to choose whichever logo looks
best with your particular project.
These logos should not compete with the
RH logo. In terms of hierarchy, the RH logo
is always placed first. The Live Life to Discover
logo is secondary. Coasters, key cards and
key packets are excluded.
Please note that ad flyers take the text format
only of LIVE LIFE TO DISCOVER.
These logos may not be modified, cropped or
altered in any way.
All creative must be sent to Kemi Abayomi,
kemi.abayomi@marriott.com, for final approval.
20

BRAND IDENTITY
LIVE LIFE TO DISCOVER SPECS 2.4.1
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
LIVE LIFE TO DISCOVER LOGO SPECIFICATIONS
The following specifi cations outline proper usage for
the LLTD logo in all print and online collateral. 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 campaign’s
meaning to the audience.
CORRECT USE
• The logo should always sit on either a black
background or a silver (PMS 877 metallic)
background.
• When the logo is used on a black background,
the copy must be reversed out in white, and the
artwork should be set in PMS 877 metallic or 40%
black (only when PMS 877 cannot be used).
• When the logo is used on the PMS 877 metallic
background, the copy and artwork must both be
reversed out in white or black.
• When the logo is placed on a photograph, the logo
must be reversed out in white and placed on a
dark Discovery image with medium-to-low contrast
to improve logo legibility.
• It is important that all parts of the logo can be
easily read in every application. For this reason,
the LLTD Logo is not reproduced smaller than 1.5
inches wide.
21

BRAND IDENTITY
LIVE LIFE TO DISCOVER SPECS 2.4.1
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
LIVE LIFE TO DISCOVER LOGO SPECIFICATIONS
OPTION 2: FOLDED DUAL LANGUAGE
BUSINESS CARD
PRINT SPECIFICATIONS: BUSINESS CARDS – STANDARD
OPTION 2: FOLDED DUAL LANGUAGE
• Paper = 105# Aspire Petallics, Black Ore
BUSINESS CARD
• Note: If ILO properties cannot source 105# Aspire Petallics,
Black Ore, please use 130# Classic Crest Ultra Black
PRINT SPECIFICATIONS:
• SIZE Paper SPECIFICATIONS:
= 105# Aspire Petallics, Black Ore
OPTION 2: FOLDED DUAL LANGUAGE
BUSINESS CARD
BUSINESS CARDS – DUAL LANGUAGE
PRINT SPECIFICATIONS:
• Paper = 105# Aspire Petallics, Black Ore
• Note: If ILO properties cannot source 105# Aspire Petallics,
Black Ore, please use 130# Classic Crest Ultra Black
•
Note:
Trim =
If
7
ILO
x 2
properties
in
cannot NAME source 105# Aspire Petallics,
Black Ore, please use 130#
Title
Classic Crest Ultra Black
• Folded = 3.5 x 2 in
SIZE SPECIFICATIONS:
first.last@renaissancehotels.com
SIZE SPECIFICATIONS: MARRIOTT INTERNATIONAL
123 Any Street, City ST 00000
• Trim = 7 x 2 in
t: 000.000.0000
• Folded = 3.5 x 2 in
• Trim = 7 x 2 in
• Folded = 3.5 x 2 in
FRONT PANEL / CLOSED = SILVER 877C
FRONT PANEL / CLOSED = SILVER 877C
FRONT PANEL / CLOSED = SILVER 877C
LOREM IPSUM
Dolor Sit Amet
first.last@renaissancehotels.com
THE VINOY ® RENAISSANCE ST. PETERSBURG RESORT & GOLF CLUB
123 Any Street, City ST 00000
LOREM t: 000.000.0000 IPSUMm: 000.000.0000
Dolor f: 000.000.0000 Sit Amet
renhotels.com
first.last@renaissancehotels.com
THE VINOY ® RENAISSANCE ST. PETERSBURG RESORT & GOLF CLUB
123 Any Street, City ST 00000
t: 000.000.0000 m: 000.000.0000
f: 000.000.0000
NAME
Title
first.last@renaissancehotels.com
LOREM IPSUM
THE VINOY ® RENAISSANCE ST. PETERSBURG RESORT & GOLF CLUB
Dolor Sit Amet
123 Any Street, City ST 00000
NAME first.last@renaissancehotels.com
t: 000.000.0000 m: 000.000.0000
Title
THE f: 000.000.0000
VINOY ® RENAISSANCE ST. PETERSBURG RESORT & GOLF CLUB
123 Any Street, City ST 00000
first.last@renaissancehotels.com
t: 000.000.0000 m: 000.000.0000
THE f: 000.000.0000
VINOY ® RENAISSANCE ST. PETERSBURG RESORT & GOLF CLUB
INSIDE 123 / Any OPEN Street, = SILVER City ST 877C 00000
t: 000.000.0000 m: 000.000.0000
f: 000.000.0000
NAME
Title
first.last@renaissancehotels.com
THE VINOY ® RENAISSANCE ST. PETERSBURG RESORT & GOLF CLUB
123 Any Street, City ST 00000
t: 000.000.0000 m: 000.000.0000
f: 000.000.0000
INSIDE / OPEN = SILVER 877C
INSIDE / OPEN = SILVER 877C
renhotels.com
renhotels.com
renhotels.com
BACK PANEL = SOFT TOUCH + MET. SILVER FOIL
BACK PANEL = SOFT TOUCH + MET. SILVER FOIL
COASTERS
BACK PANEL = SOFT TOUCH + MET. SILVER FOIL
prohibition pub
THE GOLD LEAF
Take a short cab ride over to the
Great Lakes Brewing Company.
Order up a pint of the
Eliot Ness Amber Lager and
ask the bartender to point
out the bullet holes left by
your beer’s namesake.
Be sure to tell them
Kathy sent you.
Kathy Bayard – R Navigator
Renaissance® Cleveland Hotel
TASTE THE ORIGINAL
You may have tried a
Gin Basil Smash in New York,
Tokyo or Rio. Now taste it
at Le Lion, the Hamburg bar
where it was invented, just two
blocks away from the Renaissance.®
There’s nothing like the original.
Ramona Nolde – R Navigator
Renaissance Hamburg Hotel
Its breathtaking gold leaf ceilings,
hand-stenciled wall designs and
famous grand staircase make the
St. Pancras Renaissance® London’s
most romantic building.
Come fall in love with it.
You’ll never want to leave.
James Elliott – R Navigator
St. Pancras Renaissance London Hotel
SEA CHANGE
It’s said that the South China Sea
has different moods.
If you look carefully enough,
you’ll notice its color
changes as the day goes on.
Spend an afternoon in one
of our beachside cabanas
and see for yourself.
Justin Gong – R Navigator
Renaissance® Sanya Resort & Spa
22

BRAND IDENTITY
LLTD REGISTRATION MARKS 2.4.1
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
LIVE LIFE TO DISCOVER
REGISTRATION MARKS
Marriott International has registered the wordmark
LIVE LIFE TO DISCOVER in the United States and the
European Union. The registration mark (superscript) should
be used in the text format and logo format in these
countries only:
• The United States
• Austria
• Belgium
• Croatia
• Cyprus
• Czech Republic
• Denmark
• Estonia
• Finland
• France
• Germany
• Greece
• Hungary
• Ireland
• Italy
• Latvia
• Lithuania
• Luxembourg
• Malta
• Netherlands
• Poland
• Portugal
• Romania
• Slovakia
• Slovenia
• Spain
• Sweden
• United Kingdom
The countries below have applications pending and
should use an SM (superscript):
• Brazil
• Canada
• China
• Hong Kong
• Venezuela
All other countries should use the logo without a mark.
Contact your legal department if you have any questions.
23

BRAND IDENTITY
LLTD LOGOS INCORRECT USE 2.4.1
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
LIVE LIFE TO DISCOVER LOGOS:
INCORRECT USE
While you are free to use the LLTD logo of
your choice, please note that additional
adjustments are not approved within the
Renaissance brand standard.
For your reference:
• Always use approved artwork. Whenever
possible, use the EPS file.
• Do not alter artwork or copy on
LLTD logo treatment.
• Do not change the typeface.
• Do not tilt, rotate or skew the logo.
• Do not set the logo on a background other
than black, PMS 877 metallic (or 40% black)
or a Discovery image, when applicable.
• JPG, GIF or PNG format images are
designed for screen applications and
should not be printed.
24

PHOTOGRAPHY
Renaissance Photography is informed by the Core Values of the
brand — Intriguing, Indigenous and Independent.
Intriguing: What catches your eye? What draws you in? These are
the questions that are posed when thinking about Renaissance
brand photography. There is a sense of discovery and intrigue in
the images. From the angle to the lighting and the depth of field,
each aspect creates visual interest, drawing your attention to each
and every detail.
3.0 PHOTOGRAPHY
3.1 Photography
Guidelines
Indigenous: Not only does the photography capture the hotel
interiors, but it also reveals the distinctive design features informed
by the locale. The images reflect the essence of the property’s
surroundings, culture and heritage, showcasing its place within the
“gems” of the Renaissance portfolio.
Independent: Renaissance photography does not mimic stock
photography. It is editorial in style and contemporary in design.
Color, composition and content are treated with a unique flair and
are visually compelling.
25

BRAND IDENTITY
PHOTOGRAPHY GUIDELINES 3.1
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
PHOTO GUIDELINES CONTENT
26

BRAND IDENTITY
PHOTOGRAPHY GUIDELINES 3.1
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
LIFESTYLE PHOTOGRAPHY
Shots where people are present should not seem staged. The people
should be moving within the space naturally and should not be the
focal point of the shot. The idea is to capture touches of humanity
and create an emotional connection.
Please download the complete Renaissance Photography
Guidelines from BrandWorks > Brand Information > Photo Guidelines 27

VERBAL IDENTITY
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.
4.0 VERBAL IDENTITY
4.1 Verbal Style
4.2 Renaissance Lexicon
4.3 Short Form
Verbal Style
4.4 Long Form
Verbal Style
4.5 On-Property
Email Signatures
28

BRAND IDENTITY
VERBAL STYLE 4.1
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
VERBAL STYLE
Renaissance uses words that convey a sense
of authentic discovery with the attitude,
intention and style of a savvy, friendly local
who wants you to experience everything
interesting and wonderful about their city.
• 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
THE VOICE OF RENAISSANCE
Imagine a friend who is a native and lifelong
local of the city you’re visiting. He’s a worldly
person who has done a fair amount of
traveling himself, so he understands his city
from the perspective of a local and as a
traveler. He’s not provincial, but he knows
the ins and outs of his city well and wants to
give you the grand tour. When he takes you
to a restaurant, he knows the chef, he knows
the menu, and he might know an interesting
detail about the history of the building in
which it’s housed. He knows a great secondhand
bookstore, the most authentic kielbasa
stand, where Woody Allen shot that movie,
how much to tip a pedicab. He drops little
tidbits that make the place come alive, little
gems of information and anecdotes that
surprise you and lead you to experience
things you can’t wait to tell your friends about
when you get back. He’s witty, he’s smart, but
he’s never long-winded, flowery or pretentious.
Every so often he’ll drop a turn of phrase that
sticks in your ear, maybe a charming idiom
or a quirky but perfect word that makes
you smile. But it’s also a voice that can be
straightforward and informative when you
need it to be. This is the voice of the
Navigator, your guide to the Renaissance
hotel and its locale.
29

BRAND IDENTITY
RENAISSANCE LEXICON 4.2
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
RENAISSANCE LEXICON
• Adventure/Adventurous
• Authentic
• Buzz
• Chic
• Charm
• Compelling
• Cool
• Creative
• Culture
• Current
• Delight/Delightful
• Different
• Discover/Discovery
• Distinctive
• Eclectic
• Experiences
• Explore/Exploration
• Expression
• Fashionable
• Find
• Hip
• Independent
• Indigenous
• Innovative
• Insider
• Inspiring/Inspiration
• Intriguing
• Inventive
• Less ordinary
• Lifestyle
• Local flavor
• Navigate/Navigator
• Original
• Playful
• Provocative
• Savor
• Style
• Surprising
• Unexpected
• Unique
• Vibrant
• Whimsical
30

BRAND IDENTITY
SHORT FORM VERBAL STYLE 4.3
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
SHORT FORM VERBAL STYLE
n KEYCARD
n WEBSITE CONTENT (SHORT FORM)
• SAFETY IS KEY (no pun intended)
• KNOCK KNOCK.
Before you ask, “Who’s there?” Peek
through the viewfinder.
• PARIS
The Eiffel Tower’s entire construction
cost was recouped in just one year
when for-pay elevators replaced the
1,665-step climb to the top. Enjoy the
ride and the view.
n HOTEL GUIDE
• Why not skip the treadmill today? Take a
brisk run down to Lake Superior instead.
• Coffee was first brewed in 9th century
Ethiopia. Thankfully, we made this batch
fresh today.
–or–
• 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.
Coffee: Fueling your fire since 9th century
Ethiopia. Thankfully, we made this batch
fresh today.
31

BRAND IDENTITY
LONG FORM VERBAL STYLE 4.4
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
LONG FORM VERBAL STYLE
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
150 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 take in the
unique offerings of the city; to uncover the hidden
gems along your journey. So, don’t let us hold you
up, say “Hi” to our Navigator in the Lobby to find
out about that First Friday art exhibit, that superb
wine and cheese night in the city gardens or the
quintessential local music spot. We guarantee a
satisfying DISCOVERY.
32

BRAND IDENTITY
ON-PROPERTY EMAIL SIGNATURES 4.5
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
On-Property Email Signatures
INFO:
FONT: 10 pt. Century Gothic
COLOR: 60% Black
NAME:
FONT: 10 pt. Century Gothic Bold
COLOR: Black or
Brown:
CMYK 0, 60, 100, 79
RGB: 82, 44, 28
TITLE:
FONT: 10 pt. Century Gothic
COLOR: Black or
Brown:
CMYK 0, 60, 100, 79
RGB: 82, 44, 28
DISCLAIMER:
FONT: 7.5 pt. Century Gothic
COLOR: 60% Black
JANE BOGGS| SR. MANAGER, BRAND MARKETING
Marriott International l 10400 Fernwood Road, Bethesda, MD 20817
T 123.456.7890 F 123.456.7890
Renaissance Hotels. Live Life to Discover.
renhotels.com | facebook.com/renhotels | twitter.com/renhotels
This communication contains information from Marriott International, Inc. that may be confidential. Except for personal use by the intended recipient, or as
expressly authorized by the sender, any person who receives this information is prohibited from disclosing, copying, distributing, and/or using it. If you have
received this communication in error, please immediately delete it and all copies, and promptly notify the sender. Nothing in this communication is intended
to operate as an electronic signature under applicable law.
COLOR: Orange
CMYK = 0,48,95,0
RGB = 248, 151, 40
COLOR: Black or
Brown:
CMYK 0, 60, 100, 79
RGB: 82, 44, 28
A standard email signature is critical to maintaining professionalism throughout
any organization. Please use the following approved email signatures.
TO SET UP YOUR EMAIL SIGNATURE,
DO THE FOLLOWING:
1. Open a new message. On the Message
tab, in the Include group, click Signature,
and then click Signatures.
2. On the Email Signature tab, click New.
Type a name for the signature, and then
click OK.
3. In the Edit signature box, type the text
that you want to include in the signature.
To format the text, select the text, and
then use the style and formatting buttons
to select the options that you want. See
the image above for the approved text
specifi cations.
4. To fi nish creating the signature, click OK.
33

BRAND IDENTITY
ON-PROPERTY EMAIL SIGNATURES 4.5
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
TO ADD AN EXISTING SIGNATURE TO A MESSAGE:
1. Create a signature. Open a new message. On the Message tab, in the
Include group, click Signature, and then click Signatures.
2. On the Email Signature tab, click New. Add a signature. In a new message,
on the Message tab, in the Include group, click Signature, and then click
the signature that you want.
INSERT A SIGNATURE AUTOMATICALLY:
1. On the Message tab, in the Include group, click Signature, and then
click Signatures.
2. Choose Default signature; in the Email account list, click an email account
with which you want to associate the signature.
3. In the New messages list, select the signature that you want to include.
4. If you want a signature to be included when you reply to or forward
messages, in the Replies/Forwards list, select the signature. Otherwise,
click (none).
TIP: To remove a signature from an open message, select the signature
in the message body and then press DELETE.
NOTE: If you need help, type “signature” in the upper right search box.
34

COLLATERAL
Print collateral materials are designed to communicate
a consistent Brand Voice at all guest touch points while
allowing property customization for each hotel to reflect
its distinctive local flavor through imagery.
5.0 COLLATERAL
This section includes collateral examples. Be sure to
read the guidelines to understand how to use the logos,
typefaces and color palettes property.
Collateral templates have been created in Adobe InDesign
and can be downloaded from BrandWorks.
35

© 2013 Renaissance Hotel Holdings, Inc.
BRAND IDENTITY
COLLATERAL 5.0
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
PROPERTY BROCHURE
SALES FORCE ONE
Cover
Front
Inside Spread
Reverse
AREA TRI-FOLD BROCHURE
We aRe HeRe e
Prime oceanfront location on prestigious Millionare’s Row,
overlooking Miami Beach and the
intercoastal Waterway •
11 miles east of Miami international
airport, two miles from
the Miami Beach convention center, and five miles from
south Beach
THe PLace To MeeT
18 meeting rooms with over 42,000 total square feet of
meeting space • 10,200-square-foot Grand Ballroom,
divisible into three sections, accommodates up to 1,000 for
receptions and 650 for banquets • 17 additional meeting
rooms with 26,000 square feet of meeting space
Cover
THe De TaiL s
349 spacious guest rooms, including 63 suites •
individual
climate control • High-speed
internet access • aM/FM
alarm clock radio • cable TV with remote control and in-
room movies • Direct-dial telephones with voice mail and
dataport • safe • in-room coffee maker and tea service
• Hair dryer, iron and ironing board •
complimentary
newspaper delivery
siP anD saVoR
Harry’s Grille, featuring a contemporary eclectic menu
infused with Latin and asian influences (B, D) •
aquatica
Beach Bar and Grill, offers a casual lunch menu overlooking
the beach • Harry’s american Bar, featuring a wide array of
specialty drinks and cocktails
THe e XTRas
concierge • activities/tour desk • safe-deposit boxes • Valet
service • Business center • Beauty shop •
notary public • car
rental desk • Guest laundry • Gift shop
LocaL DiscoVeRies
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
suspendisse rutrum convallis urna tristique dignissim.
Maecenas at lobortis diam. curabitur fringilla a purus
eu dapibus. sed accumsan sapien vel tellus scelerisque,
sed iaculis felis tincidunt. Ut in pellentesque nibh. Fusce
vestibulum rhoncus orci, convallis ultrices orci vehicula et.
Phasellus facilisis ante purus, at aliquam turpis fringilla quis.
Donec ut elit mattis, accumsan odio a, imperdiet leo.
sed accumsan sapien vel tellus scelerisque, sed iaculis felis
tincidunt. Ut in pellentesque nibh. Fusce vestibulum rhoncus
orci, convallis ultrices orci vehicula et. Phasellus facilisis ante
purus, at aliquam turpis fringilla quis. Donec ut elit mattis,
accumsan odio a, imperdiet leo. sed adipiscing quam arcu,
in feugiat justo luctus convallis. etiam eu lacinia tellus, quis
bibendum massa.
120467_RH_Tri-Fold_Brochure_17x5.5.indd 4-6
11/27/13 3:23 PM
Inside Spread
36

HOTEL MEETING ROOM TITLE PLACED HERE
MEETING ROOM WxLxH SQ FT THEATER SCHOOLROOM CONF U-SHAPE RECEPTION BANQUET
Cornerstone Ballroom 100x54x17 5,400 500 275 - - 500 380
Salon A or B 27x25x17 675 60 30 16 18 60 40
Salon A and B 27x50x17 1,350 130 70 32 - 120 80
Salon C, D or E 54x25x17 1,350 130 70 - 36 120 80
Salon C, D and E 54x75x17 4,050 390 210 - 108 360 240
Lakeview Terrace 100 x 18 1,800 - - - - 150 120
Miami and Orlando 50x24x12 1,200 80 60 32 30 100 80
Miami 25x24x12 600 40 30 16 20 50 40
Orlando 25x24x12 600 40 30 16 20 50 40
Tampa 28x21x12 588 - - - 20 - -
Plantation Suite (2 nd Floor) 26x24x8 624 - - 14 - - -
WOMEN
MEN
TAMPA
MIAMI
ORLANDO
SALON B
SALON A
© 2014 Renaissance Hotel Holdings, Inc. MCA120467
SALON C
PRE-FUNCTION
MANI LEVEL
SALON D
SALON E
PLANTATION
SUITE
SECOND FLOOR
BRAND IDENTITY
COLLATERAL 5.0
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
MEETING PLANNER 1-PAGE
DIRECT MAIL
LOREM IPSUM DOLOR
SIT AMET LECTUS
LAKEVIEW TERRACE
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris
nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor
CORNERSTORNE BALLROOM
Front
dolore eu fugiat nulla pariatur.
RENAISSANCE PARIS ARC DE TRIOMPHE HOTEL
39 Avenue de Wagram Paris 75017 France
t · 33.1.5537.5537
renhotels.com
Front
Back
Back
MEETING PLANNER
POSTERS
LOREM IPSUM
DOLOR SIT AMET
LOREM IPSUM
DOLOR SIT AMET
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam auctor nibh eget libero
suscipit accumsan. Morbi aliquet nibh a libero laoreet, ac ornare orci gravida. Nulla
facilisi. Etiam tristique felis leo, eu molestie mauris rhoncus varius. Sed semper euismod
nunc, at lobortis lacus interdum ut. Fusce iaculis vehicula sapien consequat pharetra.
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque
laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi
architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem.
Cover
RENAISSANCE ® PHUKET RESORT & SPA
555 Moo 3 Mai Khao Talang
Phuket 83110 Thailand
t: +66.76.363.999
Inside Spread
On-property
Off-property
37

EXPERIENCE PROMOTIONS
Renaissance provides delightful moments to Discovery
guests around holidays and key dates throughout the
year. Hotels are asked to actively delight each arriving
and departing Discoverer with an on-brand themed treat
acknowledging holidays such as Valentine’s Day, Mother’s
Day and Halloween.
6.0 EXPERIENCE PROMOTIONS
38

BRAND IDENTITY
EXPERIENCE PROMOTIONS 6.0
RENAISSANCE HOTELS
BRAND IDENTITY STANDARDS
TREAT CARDS
MOTHER’S DAY ADS
DISCOVER THE ART OF RELAXING
DISCOVER PEACE AND QUIET
REFUND OR
NOT, THERE
WILL BE
CHOCOLATE!
CELEBRATE THIS
VALENTINE’S DAY LIKE NO OTHER.
THIS YEAR IS ESPECIALLY UNIQUE
SINCE THE MONTH 2 AND DAY 14 WILL
NOT EQUAL THE YEAR 2014
FOR ANOTHER 18,000 YEARS!
©2014 Renaissance Hotel Holdings, Inc.
©2014 Renaissance Hotel Holdings, Inc.
This Mother’s Day, let mom get a bit of peace and quiet on her special
day at the Renaissance ® [insert property name]. Mom will get:
This Mother’s Day, let mom get a bit of peace and quiet on her special
day at the Renaissance ® [insert property name]. Mom will get:
• Deluxe Accommodations
• Breakfast
• Sweet Treat
• Signature Renaissance Cocktails
• Late Checkout When Available
• Deluxe Accommodations
• Breakfast
• Sweet Treat
• Signature Renaissance Cocktails
• Late Checkout When Available
140011_RH_ValentinesDay_TreatCard_RTP.indd 1
1/17/14 2:33 PM
Book now at renhotels.com or call xxx.xxx.xxxx
Book now at renhotels.com or call xxx.xxx.xxxx
140040_RH_TAX_DAY_2014_RTP.indd 1
2/28/14 3:58 PM
LIVE LIFE TO DISCOVER ®
LIVE LIFE TO DISCOVER ®
DISCOVER MORE AT RENHOTELS.COM/XXXXXX • PROPERTY PHONE • STREET ADDRESS CITY, STATE ZIP
DISCOVER MORE AT RENHOTELS.COM/XXXXXX • PROPERTY PHONE • STREET ADDRESS CITY, STATE ZIP
140253_RH_2014_MOTHERS-DAY_Ad_RTP.indd 2
4/21/14 4:02 PM
140253_RH_2014_MOTHERS-DAY_Ad_RTP.indd 1
4/21/14 4:01 PM
39

©2014 Renaissance Hotel Holdings, Inc.