brand identity standards

and identity standards

TownePlace Suites ® | contents
1.0 brand voice strategy
1.1 brand positioning
1.2 target guest
1.3 brand pillars
1.4 brand voice experience
2.0 visual identity
2.1 logos
2.2 color palette
2.3 typography
2.4 visual system
2.5 photography overview
3.0 verbal identity
3.1 verbal style
3.2 short form sample
3.3 long form sample
4.0 stationery
4.1 letterhead & envelope
4.2 business card
4.3 in-room pen
4.4 in-room notepad
4.5 notecard & envelope
5.0 on-property materials
5.1 key card & packet
5.2 door hanger
5.3 door magnet
5.4 fridge magnet
5.5 housekeeping card
6.0 print collateral
6.1 rack card | front
6.2 rack brochure | front
6.3 brand folder

1.0 | brand voice strategy
The TownePlace Suites brand identity standards provide all the information required to
support the strategy and goals 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
TownePlace Suites represents. These standards are a tool to support the brand strategy.
They help ensure that every guest experiences TownePlace Suites as a distinctive brand.
requirements and recommendations
Use these standards for TownePlace Suites marketing communication materials.
Follow the instructions as outlined.
1.1 brand positioning
1.2 target guest
1.3 brand pillars
1.4 brand voice experience
TownePlace Suites by Marriott | brand identity standards contents | brand voice strategy | 1.0

1.1 | brand positioning
TownePlace Suites: the real living brand
TownePlace Suites guests want a simple, fresh and friendly place where they can settle in,
a place where they can stay on pace, connect to the local area and be a part of the neighborhood.
They don’t want to visit a property—they want to live there for awhile. They want Real Living.
For the do-it-yourself guest who travels for long visits and wants to maintain a productive rhythm,
TownePlace Suites is the extended-stay hotel that delivers the best Real Living experience
because it is the only brand that provides thoughtful spaces for working and living and helps
guests settle in by acclimating them to the local area.
what is brand voice?
Brand Voice is the visual and verbal expression of a brand’s unique positioning. It’s the
combination— of the tangibles (what the brand does) and the intangibles (how the brand
does it)— that together create and communicate the brand’s personality. The clearer the
Brand Voice, the easier it will be to recognize and recall.
Activating the TownePlace Suites Brand Voice means supporting guests in their daily routines.
It’s welcoming them as soon as they walk in with a design and a greeting that lets them
know this property is not a typical hotel. It’s equipping them with the essentials for everyday
living. It’s providing a functional, flexible place for living and working—a space they’re
encouraged to personalize. And it’s giving them all the information they need to connect
to the local neighborhood.
TownePlace Suites by Marriott | brand identity standards
contents | brand voice strategy | brand positioning | 1.1

1.2 | target guest
TownePlace Suites guests are masters—not victims—of travel. They’d rather be cared for than
catered to. They appreciate being recognized and personally known. They are responsible,
autonomous, self-guided business people. They are Do-It-Yourselfers.
Do-It-Yourselfers like to stay on pace, keeping up their daily routine. And though work
dominates their travel life, they like to integrate play—especially if it means experiencing
the local scene.
While they could afford a more expensive hotel, they view TownePlace Suites as a more
casual and less “wasteful” option. It provides an experience that feels like real life rather
than an indulgent escape.
connecting with do-it-yourselfers
Because their room often becomes their office, Do-It-Yourselfers need their space to be reliable
and effective, a perfect fit for their ever-changing schedule. They appreciate an invitation to
personalize their stay.
They seek a relaxed attitude from the staff—a friendly greeting and a recommendation for
a good BBQ place in town. They like feeling a connection to the local area. They are looking
for a property that facilitates Real Living without being intrusive.
TownePlace Suites by Marriott | brand identity standards
contents | brand voice strategy | target guest | 1.2

1.3 | brand pillars
rhythm
TownePlace Suites supports guests in their daily routine, providing the essentials for
everyday living, complimentary coffee, an In a Pinch ® market and a Connection Center
with all the business tools they need to help them find their own rhythm.
place
TownePlace Suites provides a flexible, functional space for living and working and a
HomeOffice that guests are invited to personalize so they can feel more settled and
more comfortable.
connection
TownePlace Suites connects guests to the local area, making them feel like they are part
of the neighborhood by sharing current local knowledge and providing a TowneMap ® that
details their surroundings.
brand personality traits
simple: straightforward and streamlined
fresh: contemporary and up-to-date
friendly: a welcoming feel that encourages personal touches and makes guests
feel comfortable
real: productivity in work and daily life essentials
local: balancing work with rejuvenating and energizing activities
TownePlace Suites by Marriott | brand identity standards
contents | brand voice strategy | brand pillars | 1.3

1.4 | brand voice experience
the tangibles and intangibles
The tangibles are the products and services—what a property provides and what it does for
its guests. The tangibles are important. They are the foundation and substantiation for the
brand. The tangibles provide proof that the brand fulfills its promise. Examples include:
1 | In a Pinch ® market
2 | TowneMap ®
3 | Front desk and lobby redesign
4 | Coffee “On Us”
5 | Flat-screen TVs in guest rooms
6 | HomeOffice in guest rooms
All brands strive to differentiate on the tangibles, to be substantially different in a meaningful
way. But, increasingly, some of the most successful and admired brands also excel at the
intangibles. These are brands that have created distinctive personalities and experiences that
communicate something bigger to consumers about the brand and its values. The intangibles
are the attitude. The vibe. The way a brand speaks about itself and the way it behaves.
TownePlace Suites by Marriott | brand identity standards
contents | brand voice strategy | brand voice experience | 1.4