RENAISSANCE HOTELS BRAND IDENTITY STANDARDS

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.
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