brand identity standards
brand identity standards
brand identity standards
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and <strong>identity</strong> <strong>standards</strong>
TownePlace Suites ® | contents<br />
1.0 <strong>brand</strong> voice strategy<br />
1.1 <strong>brand</strong> positioning<br />
1.2 target guest<br />
1.3 <strong>brand</strong> pillars<br />
1.4 <strong>brand</strong> voice experience<br />
2.0 visual <strong>identity</strong><br />
2.1 logos<br />
2.2 color palette<br />
2.3 typography<br />
2.4 visual system<br />
2.5 photography overview<br />
3.0 verbal <strong>identity</strong><br />
3.1 verbal style<br />
3.2 short form sample<br />
3.3 long form sample<br />
4.0 stationery<br />
4.1 letterhead & envelope<br />
4.2 business card<br />
4.3 in-room pen<br />
4.4 in-room notepad<br />
4.5 notecard & envelope<br />
5.0 on-property materials<br />
5.1 key card & packet<br />
5.2 door hanger<br />
5.3 door magnet<br />
5.4 fridge magnet<br />
5.5 housekeeping card<br />
6.0 print collateral<br />
6.1 rack card | front<br />
6.2 rack brochure | front<br />
6.3 <strong>brand</strong> folder
1.0 | <strong>brand</strong> voice strategy<br />
The TownePlace Suites <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> provide all the information required to<br />
support the strategy and goals of the <strong>brand</strong> in both its visual and verbal presentation.<br />
Every touch point is a chance to create an impression in the guest’s mind about what<br />
TownePlace Suites represents. These <strong>standards</strong> are a tool to support the <strong>brand</strong> strategy.<br />
They help ensure that every guest experiences TownePlace Suites as a distinctive <strong>brand</strong>.<br />
requirements and recommendations<br />
Use these <strong>standards</strong> for TownePlace Suites marketing communication materials.<br />
Follow the instructions as outlined.<br />
1.1 <strong>brand</strong> positioning<br />
1.2 target guest<br />
1.3 <strong>brand</strong> pillars<br />
1.4 <strong>brand</strong> voice experience<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | <strong>brand</strong> voice strategy | 1.0
1.1 | <strong>brand</strong> positioning<br />
TownePlace Suites: the real living <strong>brand</strong><br />
TownePlace Suites guests want a simple, fresh and friendly place where they can settle in,<br />
a place where they can stay on pace, connect to the local area and be a part of the neighborhood.<br />
They don’t want to visit a property—they want to live there for awhile. They want Real Living.<br />
For the do-it-yourself guest who travels for long visits and wants to maintain a productive rhythm,<br />
TownePlace Suites is the extended-stay hotel that delivers the best Real Living experience<br />
because it is the only <strong>brand</strong> that provides thoughtful spaces for working and living and helps<br />
guests settle in by acclimating them to the local area.<br />
what is <strong>brand</strong> voice?<br />
Brand Voice is the visual and verbal expression of a <strong>brand</strong>’s unique positioning. It’s the<br />
combination— of the tangibles (what the <strong>brand</strong> does) and the intangibles (how the <strong>brand</strong><br />
does it)— that together create and communicate the <strong>brand</strong>’s personality. The clearer the<br />
Brand Voice, the easier it will be to recognize and recall.<br />
Activating the TownePlace Suites Brand Voice means supporting guests in their daily routines.<br />
It’s welcoming them as soon as they walk in with a design and a greeting that lets them<br />
know this property is not a typical hotel. It’s equipping them with the essentials for everyday<br />
living. It’s providing a functional, flexible place for living and working—a space they’re<br />
encouraged to personalize. And it’s giving them all the information they need to connect<br />
to the local neighborhood.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong><br />
contents | <strong>brand</strong> voice strategy | <strong>brand</strong> positioning | 1.1
1.2 | target guest<br />
TownePlace Suites guests are masters—not victims—of travel. They’d rather be cared for than<br />
catered to. They appreciate being recognized and personally known. They are responsible,<br />
autonomous, self-guided business people. They are Do-It-Yourselfers.<br />
Do-It-Yourselfers like to stay on pace, keeping up their daily routine. And though work<br />
dominates their travel life, they like to integrate play—especially if it means experiencing<br />
the local scene.<br />
While they could afford a more expensive hotel, they view TownePlace Suites as a more<br />
casual and less “wasteful” option. It provides an experience that feels like real life rather<br />
than an indulgent escape.<br />
connecting with do-it-yourselfers<br />
Because their room often becomes their office, Do-It-Yourselfers need their space to be reliable<br />
and effective, a perfect fit for their ever-changing schedule. They appreciate an invitation to<br />
personalize their stay.<br />
They seek a relaxed attitude from the staff—a friendly greeting and a recommendation for<br />
a good BBQ place in town. They like feeling a connection to the local area. They are looking<br />
for a property that facilitates Real Living without being intrusive.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong><br />
contents | <strong>brand</strong> voice strategy | target guest | 1.2
1.3 | <strong>brand</strong> pillars<br />
rhythm<br />
TownePlace Suites supports guests in their daily routine, providing the essentials for<br />
everyday living, complimentary coffee, an In a Pinch ® market and a Connection Center<br />
with all the business tools they need to help them find their own rhythm.<br />
place<br />
TownePlace Suites provides a flexible, functional space for living and working and a<br />
HomeOffice that guests are invited to personalize so they can feel more settled and<br />
more comfortable.<br />
connection<br />
TownePlace Suites connects guests to the local area, making them feel like they are part<br />
of the neighborhood by sharing current local knowledge and providing a TowneMap ® that<br />
details their surroundings.<br />
<strong>brand</strong> personality traits<br />
simple: straightforward and streamlined<br />
fresh: contemporary and up-to-date<br />
friendly: a welcoming feel that encourages personal touches and makes guests<br />
feel comfortable<br />
real: productivity in work and daily life essentials<br />
local: balancing work with rejuvenating and energizing activities<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong><br />
contents | <strong>brand</strong> voice strategy | <strong>brand</strong> pillars | 1.3
1.4 | <strong>brand</strong> voice experience<br />
the tangibles and intangibles<br />
The tangibles are the products and services—what a property provides and what it does for<br />
its guests. The tangibles are important. They are the foundation and substantiation for the<br />
<strong>brand</strong>. The tangibles provide proof that the <strong>brand</strong> fulfills its promise. Examples include:<br />
1 | In a Pinch ® market<br />
2 | TowneMap ®<br />
3 | Front desk and lobby redesign<br />
4 | Coffee “On Us”<br />
5 | Flat-screen TVs in guest rooms<br />
6 | HomeOffice in guest rooms<br />
All <strong>brand</strong>s strive to differentiate on the tangibles, to be substantially different in a meaningful<br />
way. But, increasingly, some of the most successful and admired <strong>brand</strong>s also excel at the<br />
intangibles. These are <strong>brand</strong>s that have created distinctive personalities and experiences that<br />
communicate something bigger to consumers about the <strong>brand</strong> and its values. The intangibles<br />
are the attitude. The vibe. The way a <strong>brand</strong> speaks about itself and the way it behaves.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong><br />
contents | <strong>brand</strong> voice strategy | <strong>brand</strong> voice experience | 1.4
2.0 | visual <strong>identity</strong><br />
The visual <strong>identity</strong> is critical to communicating the <strong>brand</strong> <strong>identity</strong>. The elements include<br />
logos, icons, color, typography and photography. These elements define the TownePlace<br />
Suites Brand Voice from a visual perspective.<br />
This section introduces the core visual <strong>identity</strong> elements and is a guide for using these<br />
elements to achieve a consistent look and feel across customer touch points.<br />
2.1 logos<br />
2.1.1 logo specifications<br />
2.1.2 logo use<br />
2.1.3 incorrect logo use<br />
2.2 color palette<br />
2.2.1 2-color combinations<br />
2.3 typography<br />
2.3.1 alternate typeface<br />
2.3.2 typography use<br />
2.4 visual system<br />
2.4.1 icon use<br />
2.4.2 icon placement<br />
2.4.3 color blocks<br />
2.5 photography overview<br />
2.5.1 stay<br />
2.5.2 stay library<br />
2.5.3 work<br />
2.5.4 work library<br />
2.5.5 work library (continued)<br />
2.5.6 play<br />
2.5.7 play library<br />
2.5.8 property photography<br />
2.5.9 shooting new<br />
2.5.10 incorrect use<br />
2.5.11 image rights<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | 2.0
2.1 | logos<br />
The TownePlace Suites logo is a key visual<br />
element that is essential to the visual<br />
<strong>identity</strong> of the Brand Voice. The <strong>brand</strong> logo<br />
elements should always be used in their<br />
entirety. The relationships between the<br />
word marks and the <strong>brand</strong> panels<br />
should never be altered. Always use<br />
approved artwork when reproducing the<br />
TownePlace Suites logo.<br />
TownePlace Suites illustration<br />
TownePlace Suites word mark<br />
and registration symbol<br />
Marriott word mark<br />
and registration symbol<br />
• Print Advertising<br />
• Signage<br />
• Broadcast Advertising<br />
• Online<br />
• Stationery<br />
• On-Property<br />
• Sales Collateral<br />
• Property and Regional Direct Mail<br />
• Premium & Promotional Items<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong><br />
contents | visual <strong>identity</strong> | logos | 2.1
2.1.1 | logo specifications<br />
Specific clear space and minimum size<br />
requirements have been established to<br />
protect the TownePlace Suites <strong>identity</strong>.<br />
Adhering to the clear space, height and<br />
minimum size requirements will ensure<br />
that the TownePlace Suites <strong>identity</strong> is<br />
always used consistently and correctly.<br />
It will also prevent other design elements<br />
from interfering with the integrity of<br />
the mark.<br />
x<br />
0.25x<br />
0.25x<br />
0.375”/9.525mm/55 pixels @150 ppi<br />
minimum clear space<br />
To ensure high visibility and an uncluttered<br />
presentation, always maintain a clear<br />
space of .25x around the TownePlace<br />
Suites logo.<br />
0.25x<br />
0.25x<br />
The height of the logo (x) is the basis on<br />
which other parts should be calculated to<br />
arrive at the correct proportions.<br />
minimum size<br />
It is important that all parts of the logo can<br />
be easily read in every application. For this<br />
reason, the logo should not be reproduced<br />
where the Marriott logo measures smaller<br />
than 0.375 inches. There are no maximum<br />
size restrictions as long as the clear space<br />
requirements are met.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong><br />
contents | visual <strong>identity</strong> | logo specifications | 2.1.1
2.1.2 | logo use<br />
The TownePlace Suites logo can be<br />
produced in 2-color, black or reversed<br />
out to white.<br />
PMS 3035<br />
2-color logo<br />
The approved 2-color version of the logo<br />
uses PMS 3035 and PMS 7427.<br />
2-color<br />
PMS 7427<br />
black<br />
black and white usage<br />
The TownePlace Suites logo may be used<br />
in black and white applications when<br />
necessary. Over a light field, it should<br />
be used in black. Over a black field, the<br />
TownePlace Suites logo should be<br />
reversed out to white.<br />
reversed out of a color<br />
reversed out of black<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | logo use | 2.1.2
2.1.3 | incorrect logo use<br />
• Always use approved artwork.<br />
Whenever possible, use the EPS<br />
file format for best results.<br />
• Never alter the logo by changing its<br />
proportions, lockup positioning or<br />
typeface. Do not change the color<br />
specifications.<br />
• JPEG and GIF format images are<br />
designed for screen applications<br />
and should not be printed.<br />
Never change logo arrangement Never use unapproved colors Never remove logo elements<br />
TownePlace<br />
suites<br />
Never reset any text in logo<br />
Never display the icon<br />
in place of the logo<br />
Never distort the logo<br />
Never tilt the logo Never change size of elements Never enclose logo inside<br />
a non-approved shape<br />
Never use logo on a photograph<br />
that inhibits visibility<br />
Never use logo on a color<br />
that inhibits its visibility<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | incorrect logo use | 2.1.3
2.2 | color palette<br />
The TownePlace Suites Brand Voice<br />
color strategy employs fresh and vivid<br />
colors to convey the rhythm of Real<br />
Living. The following sections provide<br />
guidelines for the use of color within<br />
Brand Voice.<br />
To bring continuity to TownePlace Suites<br />
communications, these colors were<br />
selected to echo the warmth, energy and<br />
confidence of the <strong>brand</strong>. They also reflect<br />
the atmosphere of the redesigned<br />
TownePlace Suites rooms and lobby.<br />
Please follow the recommended color<br />
combinations on the following page.<br />
PMS297<br />
CMYK RGB HEX<br />
49<br />
1<br />
0<br />
0<br />
PMS315<br />
CMYK RGB HEX<br />
100<br />
0<br />
12<br />
43<br />
0<br />
114<br />
143<br />
114<br />
205<br />
244<br />
00<br />
72<br />
8F<br />
72<br />
CD<br />
F4<br />
CMYK RGB HEX<br />
100<br />
0<br />
5<br />
72<br />
PMS369<br />
CMYK RGB HEX<br />
59<br />
0<br />
100<br />
7<br />
PMS3035<br />
0<br />
73<br />
100<br />
108<br />
179<br />
63<br />
00<br />
49<br />
64<br />
6C<br />
B3<br />
3F<br />
PMS7427<br />
CMYK RGB HEX<br />
0<br />
100<br />
65<br />
28<br />
181<br />
9<br />
56<br />
B5<br />
09<br />
38<br />
PMS7403<br />
CMYK RGB HEX<br />
0<br />
10<br />
50<br />
0<br />
255<br />
226<br />
146<br />
FF<br />
E2<br />
92<br />
PMS1665<br />
PMS1795<br />
PMS7406<br />
CMYK RGB HEX<br />
0<br />
68<br />
100<br />
0<br />
243<br />
115<br />
33<br />
F3<br />
73<br />
21<br />
CMYK RGB HEX<br />
0<br />
94<br />
100<br />
0<br />
238<br />
53<br />
36<br />
EE<br />
35<br />
24<br />
CMYK RGB HEX<br />
0<br />
18<br />
100<br />
0<br />
255<br />
207<br />
1<br />
FF<br />
CF<br />
01<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | color palette | 2.2
2.2.1 | 2-color combinations<br />
Use the following combinations<br />
on 2-color collateral pieces:<br />
PMS 315 and PMS 369<br />
PMS 7427 and PMS 1795<br />
PMS 1665 and PMS 7406<br />
PMS315<br />
CMYK RGB HEX<br />
100<br />
0<br />
12<br />
43<br />
0<br />
114<br />
143<br />
00<br />
72<br />
8F<br />
PMS369<br />
CMYK RGB HEX<br />
59<br />
0<br />
100<br />
7<br />
108<br />
179<br />
63<br />
6C<br />
B3<br />
3F<br />
PMS7427<br />
CMYK RGB HEX<br />
0<br />
100<br />
65<br />
28<br />
181<br />
9<br />
56<br />
B5<br />
09<br />
38<br />
PMS1795<br />
CMYK RGB HEX<br />
0<br />
94<br />
100<br />
0<br />
238<br />
53<br />
36<br />
EE<br />
35<br />
24<br />
PMS1665<br />
CMYK RGB HEX<br />
0<br />
68<br />
100<br />
0<br />
243<br />
115<br />
33<br />
F3<br />
73<br />
21<br />
PMS7406<br />
CMYK RGB HEX<br />
0<br />
18<br />
100<br />
0<br />
255<br />
207<br />
1<br />
FF<br />
CF<br />
01<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | 2-color combinations | 2.2.1
2.3 | typography<br />
primary typeface<br />
Meta is the primary typeface for<br />
TownePlace Suites. Its uniform stroke<br />
conveys a clean, sturdy look that<br />
maintains legibility at a very small size.<br />
Because of this, Meta is especially<br />
effective on signage.<br />
Please note: To provide an even<br />
baseline, the Caps version of Meta<br />
should be used for numbers.<br />
For properties that do not have access<br />
to Meta, please refer to the alternate<br />
typeface on the following page.<br />
This font may be purchased from<br />
FontFont online at fontfont.com.<br />
META NORMAL (ROMAN)<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
1234567890 (CAPS)<br />
META MEDIUM (ROMAN)<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
1234567890 (CAPS)<br />
META BOLD (ROMAN)<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
1234567890 (CAPS)<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | typography | 2.3
2.3.1 | alternate typeface<br />
For properties that do not have access<br />
to Meta, Trebuchet should be used for<br />
marketing communications.<br />
Its round shape and consistent stroke give<br />
Trebuchet a friendly feel and make it easy<br />
to read from a distance. Like Meta, this font<br />
is especially effective on signage.<br />
Note: This font is available on Microsoft<br />
Windows applications.<br />
TREBUCHET MS REGULAR<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
1234567890<br />
TREBUCHET MS BOLD<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
1234567890<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | alternate typeface | 2.3.1
2.3.2 | typography use<br />
Headlines are in Meta Normal, lowercase<br />
with punctuation. Meta Medium should<br />
be used for readability when the headline<br />
is reversed out. Leading should be at<br />
least two points greater than the size of<br />
the headline. There are no specific rules<br />
for the size of the headline, as that should<br />
be dictated by the size of the application<br />
and its specific communications needs.<br />
Additional copy, such as subheads and<br />
body copy, should be in Meta Normal,<br />
sentence case. Subhead should be at<br />
least two points smaller than the headline.<br />
Leading should be at least two points<br />
greater than the size of the headline.<br />
Such supporting copy should be at least<br />
15 percent smaller than the headline.<br />
headline here.<br />
Additional copy goes here.<br />
headline here.<br />
Additional copy goes here.<br />
Headline is in Meta Normal,<br />
lowercase with punctuation.<br />
Headline = 16 pt<br />
Subhead = 14 pt<br />
Leading = 18 pt<br />
Subhead is in Meta Normal,<br />
sentence case with punctuation.<br />
When reversed out, headline is<br />
Meta Medium. Subhead is Meta<br />
Normal.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | typography use | 2.3.2
2.4 | visual system<br />
Icons and color blocks are the key<br />
visual elements that are essential to the<br />
visual <strong>identity</strong> of the TownePlace Suites<br />
Brand Voice.<br />
The TownePlace Suites visual <strong>identity</strong> is<br />
founded upon graphic icons that define<br />
the balance the <strong>brand</strong> experience provides<br />
and vibrant color blocks that reflect the<br />
<strong>brand</strong>’s energy. Together, they work to<br />
communicate the core idea: Real Living.<br />
welcome to real living.<br />
TownePlace Suites by Marriott ®<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | visual system | 2.4
2.4.1 | icon use<br />
The icons are an integral part of the<br />
TownePlace Suites Brand Voice.<br />
A defining visual element for the <strong>brand</strong>,<br />
the icons represent the balance and<br />
rhythm of Real Living. The following<br />
icons are approved to represent<br />
“stay. work. play.”<br />
The icons can also be expressed through<br />
typography (2.3). Only the primary typeface,<br />
Meta, should be used and type should be<br />
placed in the middle of the square at the<br />
specified proportions. Icons can be used<br />
in the following colors:<br />
stay<br />
PMS 315<br />
stay<br />
PMS 7427<br />
PMS 315<br />
PMS 7427<br />
PMS 369<br />
PMS 1795<br />
PMS 297<br />
PMS 1665<br />
stay<br />
PMS 369<br />
stay<br />
PMS 1795<br />
Please note: the two other colors from the<br />
color palette, PMS 7403 and PMS 7406, are<br />
too light to use in this application.<br />
stay<br />
stay<br />
PMS 297<br />
PMS 1665<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | icon use | 2.4.1
2.4.2 | icon placement<br />
Icons can be used individually or as<br />
a set of three. When used as a set,<br />
follow these spacing guidelines:<br />
x<br />
x = height of one icon<br />
0.2x = spacing between icons<br />
When placing icons, “x” represents the<br />
height of the piece. The icon should be<br />
placed approximately .65x to .75x from<br />
the top or bottom of the piece.<br />
stay<br />
0.2x 0.2x<br />
x<br />
Icons should always be anchored by<br />
a single line or a color block. Always<br />
center the icon horizontally on the line.<br />
0.2x 0.2x<br />
0.75x<br />
0.65x<br />
x<br />
we’re inside...<br />
sprucing up<br />
your place.<br />
x<br />
we’ll set our schedule to yours.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | icon placement | 2.4.2
2.4.3 | color blocks<br />
In addition to the TownePlace Suites<br />
icons, a system of color blocks in the<br />
<strong>brand</strong>’s palette helps infuse energy<br />
and gives the <strong>brand</strong> an ownable look.<br />
x = height of piece<br />
Pocatello<br />
Pocatello, ID<br />
0.40x<br />
Adhere to the color combinations set in<br />
2-color combinations (2.2.1). For placement<br />
and size, follow these guidelines:<br />
live like you.<br />
• When used with an image, the two color<br />
blocks combined should equal 45 to 65<br />
percent of the space.<br />
x<br />
sometimes the<br />
fridge is as empty<br />
as your belly.<br />
x<br />
• When used alone, the color blocks<br />
should have an approximate ratio<br />
of 1:6, 1:4, or 1:3. They should never<br />
be split evenly.<br />
Approximately 1:6<br />
visit IN A PINCH ®<br />
0.15x<br />
• The white line that separates color<br />
blocks should always be smaller than<br />
the border. For example, in pieces with<br />
a 0.125” border, the white line should<br />
not exceed 0.1”. In pieces with a 0.25”<br />
border, the line should not exceed 0.2”.<br />
0.15x<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | color blocks | 2.4.3
2.5 | photography overview<br />
Photography is a key element of marketing. To communicate the TownePlace Suites Brand<br />
Voice, photography should reinforce the <strong>brand</strong> strategy of Real Living.<br />
To further communicate the idea of Real Living, the photographic style must break out of the<br />
traditional business hotel category. The TownePlace Suites photographic style and content<br />
should epitomize the Do-It-Yourselfers’ need to settle into their own rhythm while they’re on<br />
the road. Photography with a Real Living lens welcomes guests to the neighborhood with<br />
friendly, casual images that communicate freshness, vividness, friendliness, warmth, simplicity<br />
and loyalty.<br />
1 2<br />
TownePlaces Suites photos are on-strategy if they use one or more of these techniques:<br />
1 | Bright and natural lighting<br />
2 | Compositions with simple backgrounds and a short depth of field are ideal. Using<br />
selective focus will guide the viewer’s eye to the action<br />
3 | Deliberate, tight crops that highlight detail and incorporate a human element while<br />
maintaining a sense of anonymity<br />
4 | A photography style that feels natural and candid—snapshots of real living. In most<br />
cases, photography should focus on objects and actions, allowing viewers to put<br />
themselves in the shot<br />
5 | A human element that achieves a balance between objects and emotion, showcasing<br />
guests in their daily routines in familiar, comfortable surroundings<br />
6 | Fresh and vivid colors from the palette, highlighting patterns and splashes of color when<br />
possible, to strengthen <strong>brand</strong> recognition<br />
3<br />
4<br />
5<br />
6<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | photography overview | 2.5
2.5.1 | stay<br />
For Do-It-Yourselfers, TownePlace Suites is<br />
a space they are invited to personalize and<br />
make their own. Images should showcase<br />
the thoughtful amenities and flexible,<br />
functional places on property that create<br />
a comfortable extended-stay experience.<br />
Photography welcomes guests into the<br />
neighborhood with surroundings that are<br />
familiar, casual and easy to identify with.<br />
Images could include family, domestic<br />
tasks, cooking, pets or relaxation.<br />
Refer to the photography overview (2.5)<br />
for guidance in selecting photography<br />
that meets the Brand Voice strategy of<br />
Real Living.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | stay | 2.5.1
2.5.2 | stay library<br />
CBP1004462 (Veer) CBP1003378 (Veer) CLP0300797 (Veer) BLP0029658 (Veer)<br />
PHP3048169 (Veer)<br />
DVP4930255 (Veer) RBP9002427 (Veer) FAN2016885 (Veer)<br />
618-00786815 (Masterfile) DVP4941084 (Veer)<br />
SMP0007937 (Veer)<br />
CBP1028170 (Veer)<br />
SMP0001587 (Veer)<br />
DVP4932962 (Veer)<br />
These images are royalty-free and available for purchase at Veer.com, Masterfile.com or GettyImages.com. The image number and photo house is provided under each photo. For best<br />
printing results and usage flexibility, be sure to purchase the highest resolution image available. Take note of the intentional cropping of each photo to best communicate the Brand<br />
Voice, as previously outlined in the photography overview.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | stay library | 2.5.2
2.5.3 | work<br />
For the TownePlace Suites target guest,<br />
work is an integral part of Real Living and<br />
each property provides all the tools the<br />
Do-It-Yourselfer needs to ease into his or<br />
her daily routine. Business Travel and<br />
Group Business images should highlight<br />
the balance of productivity and daily life<br />
essentials that help each guest find<br />
a personal rhythm.<br />
Photography could include images of<br />
laptops, day planners, cell phones and<br />
people attending meetings.<br />
Refer to the photography overview (2.5)<br />
for guidance in selecting photography<br />
that meets the Brand Voice strategy of<br />
Real Living.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | work | 2.5.3
2.5.4 | work library<br />
DVP4966373 (Veer) CBP1000791 (Veer) SMP (Veer) BXP0030586 (Veer)<br />
FAN2011196 (Veer)<br />
SBP (Veer) CBP1025814 (Veer) CBP1013909 (Veer)<br />
SBP0323613 (Veer)<br />
CLP0101860 (Veer)<br />
SBP0330700 (Veer) CBP1025822 (Veer) SBP0007691 (Veer) DVP4966386 (Veer) FAN2007169 (Veer)<br />
These images are royalty-free and available for purchase at Veer.com, Masterfile.com or GettyImages.com. The image number and photo house is provided under each photo. For best<br />
printing results and usage flexibility, be sure to purchase the highest resolution image available. Take note of the intentional cropping of each photo to best communicate the Brand<br />
Voice, as previously outlined in the photography overview.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | work library | 2.5.4
2.5.5 | work library (continued)<br />
BLP0063042 (Veer)<br />
MWP0013077 (Veer)<br />
FAN2011287 (Veer)<br />
These images are royalty-free and available for purchase at Veer.com, Masterfile.com or GettyImages.com. The image number and photo house is provided under each photo. For best<br />
printing results and usage flexibility, be sure to purchase the highest resolution image available. Take note of the intentional cropping of each photo to best communicate the Brand<br />
Voice, as previously outlined in the photography overview.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | work library (continued) | 2.5.5
2.5.6 | play<br />
Whether enjoying downtime on a business<br />
trip or traveling with family, guests seek<br />
a connection to the local area and these<br />
shots should capture the TownePlace<br />
Suites approach to hosting these guests<br />
and their families. TownePlace Suites<br />
properties invite them to be part of the<br />
neighborhood by sharing current local<br />
knowledge and welcoming them with<br />
personal service.<br />
Photography focuses on the time that’s<br />
not being spent working or taking care<br />
of daily tasks. It’s fun and active. Images<br />
may show guests working out, playing<br />
with pets, reading, listening to music,<br />
golfing and eating out.<br />
Refer to the photography overview (2.5)<br />
for guidance in selecting photography<br />
that meets the Brand Voice strategy of<br />
Real Living.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | play | 2.5.6
2.5.7 | play library<br />
200358721-001 (Getty) 622-01283694s (Masterfile) FAN2011321 (Veer)<br />
BLP0022976 (Veer)<br />
SMP0007078 (Veer)<br />
AYP0773472 (Veer)<br />
FAN2013292 (Veer) FAN2015812 (Veer) CBP1044055 (Veer)<br />
SMP0003536 (Veer)<br />
CBP1011320 (Veer)<br />
CLP0602064 (Veer)<br />
DVP4966223 (Veer)<br />
BLP0018224 (Veer)<br />
ISP2018315 (Veer)<br />
These images are royalty-free and available for purchase at Veer.com, Masterfile.com or GettyImages.com. The image number and photo house is provided under each photo. For best<br />
printing results and usage flexibility, be sure to purchase the highest resolution image available. Take note of the intentional cropping of each photo to best communicate the Brand<br />
Voice, as previously outlined in the photography overview.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | play library | 2.5.7
2.5.8 | property photography<br />
Front Desk TowneMap TowneMap In a Pinch market TPS Cubes<br />
Lobby Detail<br />
Associates<br />
Connection Center<br />
Coffee Station<br />
Exterior<br />
Full room Suite HomeOffice Kitchen<br />
Bathroom<br />
These images are property of TownePlace Suites by Marriott ® . Take note of the intentional cropping of each photo to best communicate the Brand Voice, as previously outlined in the<br />
photography overview.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | property photography | 2.5.8
2.5.9 | shooting new<br />
When shooting new property photography,<br />
follow these guidelines:<br />
1 | Incorporate elements that are unique<br />
to TownePlace Suites, such as the<br />
cubes behind the front desk and the<br />
TowneMap<br />
2 | Shoot in natural light as often<br />
as possible<br />
3 | Incorporate vibrant accents from the<br />
color palette when possible, such as<br />
the orange corkboard and bright green<br />
wall in the bedroom<br />
4 | Compositions with a simple background<br />
and short depth of field are ideal<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | shooting new | 2.5.9
2.5.10 | incorrect use<br />
The following are examples of incorrect<br />
uses of photography:<br />
1 | Busy backgrounds or images with<br />
too much clutter<br />
2 | Images that are too washed out<br />
or too dark<br />
3 | Images that appear staged<br />
or unnatural<br />
NO<br />
1 2<br />
NO<br />
4 | Direct eye contact with the lens<br />
3<br />
NO<br />
4<br />
NO<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | incorrect use | 2.5.10
2.5.11 | image rights<br />
Marriott International ® requires written<br />
photo usage rights for all images. When<br />
purchasing stock images the contract<br />
should clearly state:<br />
1 | Length of usage rights<br />
2 | Usage in various media<br />
When working with a photographer,<br />
request a letter or contract with the<br />
following information:<br />
1 | Expiration date to the usage (if any)<br />
2 | Usage in particular types of media<br />
(or all)<br />
3 | Photographer contact information<br />
4 | Cost to repurchase or extend rights<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | visual <strong>identity</strong> | image rights | 2.5.11
3.0 | verbal <strong>identity</strong><br />
The verbal <strong>identity</strong> brings the <strong>brand</strong> to life in written and verbal communications.<br />
Use messaging to reinforce the benefits of the TownePlace Suites experience and<br />
emphasize how TownePlace Suites facilitates Real Living so guests can maintain their<br />
own rhythm.<br />
3.1 verbal style<br />
3.2 short form sample<br />
3.3 long form sample<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | verbal <strong>identity</strong> | 3.0
3.1 | verbal style<br />
It’s important to talk to Do-It-Yourself guests in a language they appreciate—a conversation<br />
that lets them know that the <strong>brand</strong> understands what they need and how to help. The language<br />
should always be a welcome invitation, encouraging guests to stay “their way.”<br />
The tone of the TownePlace Suites Brand Voice is friendly and warm. It’s casual and comfortable<br />
without being too flip or cute. It’s simple, straightforward and never misleading. It’s a human<br />
voice with an easy rhythm that connects with guests on a personal level.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | verbal <strong>identity</strong> | verbal style | 3.1
3.2 | short form sample<br />
headlines<br />
• Welcome to the neighborhood. <br />
• Stay. Work. Play.<br />
• We’ll set our schedule to yours.<br />
short copy<br />
Housekeeping is eco-friendly and accommodates our guests’ schedules.<br />
Guests may choose which days they wish to receive a full room cleaning<br />
and which days they prefer an eco-friendly refresher.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | verbal <strong>identity</strong> | short form sample | 3.2
3.3 | long form sample<br />
long copy<br />
welcome to real living.<br />
A different kind of hotel designed by Marriott ® for the do-it-yourselfer — the self-sufficient,<br />
value-conscious, extended-stay guest. Every room is a suite with functional space for living<br />
and working and each hotel specializes in helping guests keep their routine and settle into<br />
the neighborhood.<br />
welcome to real living.<br />
The experience begins before the guest arrives. Our virtual concierge contacts guests to take<br />
personal requests one week before arrival.<br />
hello.<br />
The red carpet welcome makes the arrival path clear. A new front desk offers a warm welcome<br />
upon arrival, even if the associate has stepped away. The lobby creates a neighborhood<br />
feel through local artwork and customized welcome cubes.<br />
eat, play, live.<br />
All staff members are trained on local knowledge and the TowneMap provides recommendations<br />
on the best places to eat, play and live in the area. Guests won’t go hungry and coffee is “On Us”<br />
with 24-hour access to food and snacks at the In a Pinch ® market.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | verbal <strong>identity</strong> | long form sample | 3.3
4.0 | stationery<br />
Stationery <strong>standards</strong> are designed to communicate a consistent Brand Voice at all<br />
customer touch points. The business card, envelope and letterhead are just a few of the<br />
communications that make up stationery. This section covers detailed specifications for<br />
stationery items for TownePlace Suites.<br />
Be sure to read the guidelines to understand how to use the logo, icons, color palette and<br />
typefaces properly. For specifics on these elements, see visual <strong>identity</strong> (2.0).<br />
Order stationery items from normal vendors. Nothing has changed in this process.<br />
If needed, artwork files are located on BrandWorks in the Download section.<br />
4.1 letterhead & envelope<br />
4.2 business card<br />
4.3 in-room pen<br />
4.4 in-room notepad<br />
4.5 notecard & envelope<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | stationery | 4.0
4.1 | letterhead & envelope<br />
The on-property materials shown here<br />
can be ordered from the regular vendors.<br />
Nothing has changed in this process.<br />
If needed, the artwork files are located on<br />
BrandWorks in the Download section.<br />
live like you ṢM<br />
product specifications<br />
Letterhead<br />
• Printing: 1-color, PMS 315<br />
• Trim: 8.5” x 11”<br />
• Paper: 60# Finch Casablanca Text<br />
or comparable sheet with 30% PCW,<br />
required for Green Seal Certification<br />
TownePlace Suites by Marriott ®<br />
212 Perry Parkway<br />
Gaithersburg, MD 20877<br />
#10 Envelope<br />
• Printing: 1-color, PMS 315<br />
• Trim: #10 Envelope, 4.125” x 9.5”,<br />
square flap<br />
• Paper: 60# Finch Casablanca Text<br />
or comparable sheet with 30% PCW,<br />
required for Green Seal Certification<br />
• For specifics on usage of logos,<br />
icons, color and typefaces, see<br />
visual <strong>identity</strong> (2.0)<br />
FPO30% post consumer fibers<br />
notes<br />
• Do not alter the TownePlace Suites<br />
font or size<br />
• Do not alter the design or copy<br />
TownePlace Suites by Marriott ® | Gaithersburg | 212 Perry Parkway | Gaithersburg, MD 20877 | phone 301.590.2300 | fax 301.590.0909<br />
Operated under a license agreement from Marriott International, Inc.<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | stationery | letterhead & envelope | 4.1
4.2 | business card<br />
The on-property materials shown here<br />
can be ordered from the regular vendors.<br />
Nothing has changed in this process.<br />
If needed, the artwork files are located on<br />
BrandWorks in the Download section.<br />
product specifications<br />
• Printing: 1-color, PMS 315<br />
• Trim: 3.5” x 2”<br />
• Paper: 100# Finch Casablanca Cover<br />
or comparable sheet with 30% PCW,<br />
required for Green Seal Certification<br />
• For specifics on usage of logos,<br />
icons, color and typefaces, see<br />
visual <strong>identity</strong> (2.0)<br />
Associate Name<br />
Associate Title<br />
Property Name Line 1<br />
Property Name Line 2<br />
1234 Main Street | Wichita, KS 67226<br />
813.555.5555 ph | 813.555.5557 direct | 813.555.5556 fax<br />
tsmith@towneplacesuites.com<br />
Operated under a license agreement from Marriott International, Inc.<br />
TownePlace Suites by Marriott ®<br />
notes<br />
• Do not alter the TownePlace Suites<br />
font or size<br />
• Do not alter the design or copy<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | stationery | business card | 4.2
4.3 | in-room pen<br />
The on-property materials shown here<br />
can be ordered from the regular vendors.<br />
Nothing has changed in this process.<br />
If needed, the artwork files are located on<br />
BrandWorks in the Download section.<br />
product specifications<br />
• Printing: PMS 315 for cap and point<br />
• Barrel color: Translucent<br />
• For specifics on usage of logos,<br />
icons, color and typefaces, see<br />
visual <strong>identity</strong> (2.0)<br />
• Pen is required to be printed on recycled<br />
material and include the recycled logo<br />
notes<br />
• Do not alter the TownePlace Suites<br />
font or font size<br />
• Do not alter the design or copy<br />
TownePlace Suites by Marriott ®<br />
TownePlace Suites by Marriott ®<br />
towneplacesuites.com<br />
towneplacesuites.com<br />
front<br />
back<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | stationery | in-room pen | 4.3
4.4 | in-room notepad<br />
The on-property materials shown here<br />
can be ordered from the regular vendors.<br />
Nothing has changed in this process.<br />
If needed, the artwork files are located on<br />
BrandWorks in the Download section.<br />
doodle. scribble. sketch.<br />
product specifications<br />
• Printing: 1-color, PMS 7427, bleed<br />
• Trim: 4” x 5.5”, 8 sheets per pad<br />
with chipboard backing<br />
• Paper: 50# smooth white offset<br />
or comparable sheet with 30% PCW,<br />
required for Green Seal Certification<br />
• Glue on 4” top<br />
• For specifics on usage of logos,<br />
icons, color and typefaces, see<br />
visual <strong>identity</strong> (2.0)<br />
notes<br />
• Do not alter the TownePlace Suites<br />
font or size<br />
• Do not alter the design or copy<br />
FPO<br />
30% post consumer fibers<br />
TownePlace Suites by Marriott ®<br />
For reservations or information visit towneplacesuites.com<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | stationery | in-room notepad | 4.4
4.5 | notecard & envelope<br />
The on-property materials shown here<br />
can be ordered from the regular vendors.<br />
Nothing has changed in this process.<br />
If needed, the artwork files are located on<br />
BrandWorks in the Download section.<br />
2772 Jefferson Davis Highway | Stafford | VA 22554<br />
product specifications<br />
Notecard<br />
• Printing: 1-color, PMS 315<br />
• Trim: 6.25” x 4.375”<br />
• Paper: 80# Finch Casablanca Cover<br />
or comparable sheet with 30% PCW,<br />
required for Green Seal Certification<br />
TownePlace Suites by Marriott ®<br />
Envelope<br />
• Printing: 1-color, PMS 315<br />
• Trim: #6 Envelope, 5” x 6”, square flap<br />
• Paper: 60# offset with 30% PCW,<br />
required for Green Seal Certification<br />
• For specifics on usage of logos,<br />
icons, color and typefaces, see<br />
visual <strong>identity</strong> (2.0)<br />
live like you ṢM<br />
notes<br />
• Do not alter the TownePlace Suites<br />
font or font size<br />
• Do not alter the design or copy TownePlace Suites by Marriott ®<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | stationery | notecard & envelope | 4.5
5.0 | on-property materials<br />
On-property materials are designed to communicate a consistent Brand Voice at all<br />
customer touch points. Key cards, door hangers and fridge magnets are just a few of<br />
the communications that make up on-property materials. This section covers detailed<br />
specifications for on-property materials for TownePlace Suites.<br />
Be sure to read the guidelines to understand how to use the logos, typefaces and color<br />
palettes properly. For specifics on these elements, see visual <strong>identity</strong> (2.0).<br />
Order on-property materials from normal vendors. Nothing has changed in this process.<br />
If needed, artwork files are located on BrandWorks in the Download section.<br />
5.1 key card & packet<br />
5.2 door hanger<br />
5.3 door magnet<br />
5.4 fridge magnet<br />
5.5 housekeeping card<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | on-property materials | 5.0
5.1 | key card & packet<br />
The on-property materials shown here<br />
can be ordered from the regular vendors.<br />
Nothing has changed in this process.<br />
If needed, the artwork files are located on<br />
BrandWorks in the Download section.<br />
TownePlace Suites by Marriott ®<br />
There are three different versions of the<br />
standard key card. They should be used at<br />
the same time and rotated among guests.<br />
product specifications<br />
Key Card<br />
• Printing front: 2-color, PMS 1665/7406,<br />
7427/1795 or 315/369<br />
• Printing back: 1-color, black<br />
• Trim: 3.376” x 2.125”<br />
TownePlace Suites by Marriott ®<br />
key packet<br />
welcome to the neighborhood ṬM<br />
Packet<br />
• Printing: 1-color, PMS 315<br />
• Trim: Thumb-notch key packet<br />
• Paper: 60# smooth white offset<br />
• For specifics on usage of logos,<br />
icons, color and typefaces, see<br />
visual <strong>identity</strong> (2.0)<br />
TownePlace Suites by Marriott ®<br />
notes<br />
• Do not alter the TownePlace Suites<br />
font or font size<br />
• Do not use third-party logos on the<br />
key card or key packet<br />
• No sponsorship, advertising, non-Towne-<br />
Place Suites logos or messaging<br />
permitted on key card or key packet<br />
key cards<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | on-property materials | key card & packet | 5.1
5.2 | door hanger<br />
The on-property materials shown here<br />
can be ordered from the regular vendors.<br />
Nothing has changed in this process.<br />
If needed, the artwork files are located on<br />
BrandWorks in the Download section.<br />
There are three versions of the door<br />
hanger, each with a specific purpose:<br />
1 | For guests to display when they do not<br />
want to be disturbed<br />
2 | For guests to alert housekeeping and<br />
maintenance that they are traveling<br />
with a pet<br />
3 | For housekeeping and maintenance<br />
to let the guest know that they are in<br />
the room<br />
Each door hanger can be ordered separately.<br />
product specifications<br />
• Printing: 1-color, PMS 7427, 369 or 315<br />
• Trim: 3” x 8”<br />
• Paper/Material: Prints on Styrene<br />
(plastic) die cuts<br />
• For specifics on usage of logos,<br />
icons, color and typefaces, see<br />
visual <strong>identity</strong> (2.0)<br />
busy.<br />
Try back later.<br />
TownePlace Suites by Marriott ®<br />
arf.<br />
chirp.<br />
meow.<br />
(There’s a pet inside.)<br />
TownePlace Suites by Marriott ®<br />
we’re inside...<br />
sprucing up<br />
your place.<br />
TownePlace Suites by Marriott ®<br />
notes<br />
• Do not alter the TownePlace Suites<br />
font or font size<br />
• Do not alter the design or copy<br />
version 1 | PMS 7427 version 2 | PMS 369 version 3 | PMS 315<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | on-property materials | door hanger | 5.2
5.3 | door magnet<br />
The on-property materials shown here<br />
can be ordered from the regular vendors.<br />
Nothing has changed in this process.<br />
If needed, the artwork files are located on<br />
BrandWorks in the Download section.<br />
There are three versions of the door<br />
magnet, each with a specific purpose:<br />
1 | For guests to display when they do not<br />
want to be disturbed<br />
2 | For guests to alert housekeeping and<br />
maintenance that they are traveling<br />
with a pet<br />
3 | For housekeeping and maintenance<br />
to let the guest know that they are in<br />
the room<br />
busy.<br />
Try back later.<br />
version 1 | PMS 7427<br />
arf.<br />
chirp.<br />
meow.<br />
(There’s a pet inside.)<br />
version 2 | PMS 369<br />
we’re inside...<br />
sprucing up<br />
your place.<br />
version 3 | PMS 315<br />
Each door magnet can be ordered separately.<br />
product specifications<br />
• Printing: 1-color, PMS 7427, 369 or 315<br />
• Trim: 3” x 4”<br />
• For specifics on usage of logos,<br />
icons, color and typefaces, see<br />
visual <strong>identity</strong> (2.0)<br />
notes<br />
• Do not alter the TownePlace Suites<br />
font or font size<br />
• Do not alter the design or copy<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | on-property materials | door magnet | 5.3
5.4 | fridge magnet<br />
The on-property materials shown here<br />
can be ordered from the regular vendors.<br />
Nothing has changed in this process.<br />
If needed, the artwork files are located on<br />
BrandWorks in the Download section.<br />
There are three versions of the fridge<br />
magnet. They can be ordered separately.<br />
sometimes the<br />
fridge is as empty<br />
as your belly.<br />
check in,<br />
move in,<br />
what’s the<br />
difference?<br />
have a nice day :<br />
product specifications<br />
• Printing: 2-color, PMS 315/369,<br />
7427/1795 or 1665/7406<br />
• Trim: 2” x 2”<br />
• For specifics on usage of logos,<br />
icons, color and typefaces, see<br />
visual <strong>identity</strong> (2.0)<br />
visit IN A PINCH ®<br />
towneplacesuites.com<br />
towneplacesuites.com<br />
notes<br />
• Do not alter the TownePlace Suites<br />
font or font size<br />
• Do not alter the design or copy<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | on-property materials | fridge magnet | 5.4
5.5 | housekeeping card<br />
The on-property materials shown here<br />
can be ordered from the regular vendors.<br />
Nothing has changed in this process.<br />
If needed, the artwork files are located on<br />
BrandWorks in the Download section.<br />
product specifications<br />
• Printing front: 1-color, PMS 315<br />
• Printing back: 1-color, PMS 315<br />
• Trim: 3.25” x 2”<br />
• Paper: 80# Finch Casablanca cover<br />
or comparable sheet with 30% PCW,<br />
required for Green Seal Certification<br />
• For specifics on usage of logos,<br />
icons, color and typefaces, see<br />
visual <strong>identity</strong> (2.0)<br />
notes<br />
• Do not alter the TownePlace Suites<br />
font or font size<br />
• Do not alter the design or copy<br />
we’ll set our schedule to yours.<br />
front<br />
refresh: M T W T F S S<br />
Bed made, towels changed, trash removed.<br />
full clean: M T W T F S S<br />
Complete suite cleaning to include sheet change.<br />
TownePlace Suites by Marriott ®<br />
back<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | on-property materials | housekeeping card | 5.5
6.0 | print collateral<br />
Print collateral materials are designed to communicate a consistent Brand Voice at all<br />
guest touch points. To learn about Brand Voice, see <strong>brand</strong> voice strategy (1.0). Rack<br />
cards and rack brochures are just a few of the integral communications that make up<br />
collateral materials. This section covers detailed specifications for print collateral<br />
materials for TownePlace Suites.<br />
Be sure to read the guidelines to understand how to use the logos, typefaces and color<br />
palettes properly. For specifics on these elements, see visual <strong>identity</strong> (2.0). The print<br />
collateral templates have been created in Adobe InDesign CS2 and are available for use<br />
in creating materials. The templates are not available in Quark XPress.<br />
At any time, refer to the main Contents for help with navigating the <strong>standards</strong>.<br />
6.1 rack card | front<br />
6.1.1 rack card | back<br />
6.2 rack brochure | front<br />
6.2.1 rack brochure | interior spread<br />
6.2.2 rack brochure | back<br />
6.3 <strong>brand</strong> folder<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | print collateral | 6.0
6.1 | rack card | front<br />
Rack cards provide a convenient summary<br />
of features, services and contact information<br />
targeted to the individual leisure and<br />
business traveler. The design and copy<br />
support the <strong>brand</strong> positioning of Real Living.<br />
layout<br />
• One layout option is provided.<br />
• There are two color combinations:<br />
PMS 1795/PMS 7427 or PMS 369/PMS 315.<br />
• The color blocks and placement of<br />
images are fixed.<br />
• Photography is full color.<br />
• Photography should focus on the guest,<br />
hotel and amenities.<br />
• Do not alter the design.<br />
logo<br />
• Use version 2 logo.<br />
• Logo is reversed out of color block.<br />
• Do not change size or placement of logo.<br />
• Do not alter the logo in any way.<br />
typography<br />
• Headline size and placement are fixed.<br />
• Headline should not exceed two lines.<br />
• All copy is reversed out to white.<br />
• Do not alter the TownePlace Suites font,<br />
font size or copy placement.<br />
resources<br />
To learn more, visit:<br />
<strong>brand</strong> voice (1.0)<br />
visual <strong>identity</strong> (2.0)<br />
color palette (2.2)<br />
photography overview (2.5)<br />
verbal <strong>identity</strong> (3.0)<br />
Pocatello<br />
Pocatello, ID<br />
welcome to the<br />
neighborhood.<br />
PMS 1795<br />
hotel-specific<br />
information<br />
primary photo<br />
secondary photos<br />
headline<br />
PMS 7427<br />
logo version 2<br />
Pocatello<br />
Pocatello, ID<br />
welcome to the<br />
neighborhood.<br />
rack card front | PMS 1795/PMS 7427 rack card front | PMS 369/PMS 315<br />
requirements for design and production<br />
Graphic professionals should refer to templates for exact placement, color palette and additional specifics of layout.<br />
printing specifications<br />
• Preferred printing: 4-color process<br />
• Trim: 4” x 9” | 2-sided<br />
• Varnish: Dull flood or gloss spot on images only<br />
• Preferred stock: 100# cover, silk or dull coated,<br />
with minimum 10% PCW (required for Green<br />
Seal Certification)<br />
• Do not use UV coating<br />
PMS 369<br />
PMS 315<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | print collateral | rack card | front | 6.1
6.1.1 | rack card | back<br />
Rack card backs contain information about<br />
facilities available at or near the hotel.<br />
Specific amenities and hotel information<br />
are listed.<br />
PMS 1795<br />
layout<br />
• Two layout options are provided in each<br />
color combination: one with a map and<br />
one without.<br />
• The color combination on the back<br />
should match the color combination<br />
on the front (PMS 1795/PMS 7427 or<br />
PMS 369/PMS 315).<br />
• Do not alter the design.<br />
• At-a-glance copy should be in the<br />
following order:<br />
1. guest room amenities<br />
2. facilities and services<br />
3. attractions<br />
4. directions<br />
Pocatello<br />
2376 Via Caporatti<br />
Pocatello, ID 83201<br />
ph 208.478.7000 | fx 208.478.7004<br />
reservations 800.257.3000<br />
Marriott.com/IDATS<br />
guest room amenities<br />
Three flexible floor plans: Studio, one- and two-bedroom suites<br />
■ Fully equipped kitchens with refrigerator, microwave and coffee<br />
maker ■ Separate living and sleeping areas ■ Spacious well-lit<br />
work area with desk ■ Personalized voice mail ■ Separate<br />
voice and data lines ■ Complimentary high-speed Internet access<br />
facilities and services<br />
24-hour staffing ■ 24-hour exercise room ■ 24-hour guest laundry<br />
■ Pet-friendly rooms ■ Housekeeping per length of stay ■ On-site<br />
faxing, copying and printing services ■ In a Pinch® , a 24-hour selfserve<br />
pantry ■ Complimentary coffee in lobby ■ Valet services<br />
■ Outdoor pool with barbecue area ■ Nearby restaurants, grocery<br />
and retail stores ■ Nearby golf, tennis and jogging trail<br />
attractions<br />
Pebble Creek Ski Area ■ American Falls Reservoir (Snake River)<br />
■ Idaho State University ■ L.E. and Thelma Stephens Performing<br />
Arts Center ■ Pocatello Zoo ■ Portneuf Medical Center ■ Idaho<br />
Museum of Natural History ■ Historic Lava Hot Springs ■ Idaho<br />
Potato Expo<br />
directions<br />
From Pocatello Regional Airport:<br />
Head east on Interstate 86 for approximately 8 miles. Take the<br />
Interstate 15 South exit heading for Pocatello. Take Exit #69 and<br />
stay left, turn left up the hill on East Center. Take a right on Via<br />
Caporatti and the hotel is in sight.<br />
hotel name, address<br />
and contact information<br />
at-a-glance subhead<br />
at-a-glance copy<br />
typography<br />
• All copy is black.<br />
• Do not alter the font size.<br />
resources<br />
To learn more, visit:<br />
<strong>brand</strong> voice (1.0)<br />
visual <strong>identity</strong> (2.0)<br />
color palette (2.2)<br />
photography overview (2.5)<br />
verbal <strong>identity</strong> (3.0)<br />
rack card back<br />
PMS 7427<br />
logo version 2<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | print collateral | rack card | back | 6.1.1
6.2 | rack brochure | front<br />
Rack brochures are used to showcase the<br />
hotel’s amenities and offerings. The photos<br />
and copy target the leisure and business<br />
traveler. The entire piece supports the <strong>brand</strong><br />
positioning of Real Living.<br />
layout<br />
• One layout option is provided.<br />
• The color blocks (PMS 7427/ PMS 1795)<br />
and placement of images are fixed.<br />
• Photography is full color.<br />
slip into your routine.<br />
• Photography should focus on the guest,<br />
hotel and amenities.<br />
• Do not alter the design or copy.<br />
Whether you’re here for a few days or a few<br />
months, TownePlace Suites gives you a place<br />
to live like you instead of just a place to stay.<br />
You’ll be welcomed by a suite stocked with<br />
all the essentials for real living.<br />
If you need breakfast on the go or if you just<br />
don’t want to drive to the store, visit our<br />
In a Pinch ® market, an amenity that gives<br />
you the freedom to eat what you want, when<br />
you want it.<br />
logo<br />
• Use version 2 logo.<br />
• Logo is reversed out of color block.<br />
• Do not change size or placement of logo.<br />
• Do not alter the logo in any way.<br />
typography<br />
Because you don’t just check in to TownePlace<br />
Suites. You settle in. Have a conference call in<br />
your pajamas. Connect with your neighbors at<br />
the community pool, or use your spacious suite<br />
and fully-equipped kitchen to host a dinner party.<br />
And, at the end of the day, sink into a bed with<br />
so many fluffy pillows, you’ll feel right at home.<br />
• Headline size and placement are fixed.<br />
• Headline should not exceed two lines.<br />
• Headline is reversed out of color block.<br />
• Hotel locator placement is fixed.<br />
• Hotel locator is reversed out of color block.<br />
resources<br />
To learn more, visit:<br />
<strong>brand</strong> voice (1.0)<br />
visual <strong>identity</strong> (2.0)<br />
color palette (2.2)<br />
photography overview (2.5)<br />
verbal <strong>identity</strong> (3.0)<br />
TownePlace Suites<br />
Official Property Name<br />
City, State 12345<br />
ph 123.456.7890 | fx 123.456.7890<br />
reservations 800.123.4567<br />
Marriott.com/XXXXX<br />
guest room amenities<br />
Three flexible floor plans: Studio, one- and two-bedroom suites<br />
■ Committed to a smoke free environment ■ Fully equipped<br />
kitchens with refrigerator, microwave and coffee maker<br />
■ Separate living and sleeping areas ■ Spacious well-lit work<br />
area with desk ■ Personalized voice mail ■ Separate voice and<br />
data lines ■ Complimentary high-speed Internet access<br />
facilities and services<br />
24-hour staffing ■ 24-hour exercise room ■ 24-hour guest laundry<br />
■ Pet-friendly rooms ■ Housekeeping per length of stay ■ On-site<br />
faxing, copying and printing services ■ In a Pinch ® , a 24-hour<br />
self-serve pantry ■ Complimentary coffee in lobby ■ Valet services<br />
■ Outdoor pool with barbecue area ■ Nearby restaurants,<br />
grocery and retail stores ■ Nearby golf, tennis and jogging trail<br />
attractions<br />
Pebble Creek Ski Area ■ American Falls Reservoir (Snake River)<br />
■ Idaho State University ■ L.E. and Thelma Stephens Performing<br />
Arts Center ■ Pocatello Zoo ■ Portneuf Medical Center ■ Idaho<br />
Museum of Natural History ■ Historic Lava Hot Springs ■ Idaho<br />
Potato Expo<br />
directions<br />
From Pocatello Regional Airport: Head east on Interstate 86 for<br />
approximately 8 miles. Take the Interstate 15 South exit heading<br />
for Pocatello. Take Exit #69 and stay left, turn left up the hill on<br />
East Center. Take a right on Via Caporatti and the hotel is in sight.<br />
Official Property Name<br />
City, State<br />
rack brochure front<br />
live like you ṢM<br />
PMS 1795<br />
hotel-specific<br />
information<br />
headline<br />
primary photo<br />
PMS 7427<br />
logo version 2<br />
requirements for design and production<br />
Graphic professionals should refer to templates for exact placement, color palette and additional specifics of layout.<br />
printing specifications<br />
• Preferred printing: 4-color process<br />
• Trim: 8.5” x 11” | 2-sided, folds to 3.66” x 8.5”<br />
• Varnish: Dull flood or gloss spot on images only<br />
• Preferred stock: 100# text, silk or dull coated,<br />
with minimum 10% PCW (required for Green<br />
Seal Certification)<br />
• Do not use UV coating<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | print collateral | rack brochure | front | 6.2
6.2.1 | rack brochure | interior spread<br />
Rack brochures are used to showcase the<br />
hotel’s amenities and offerings. The photos<br />
and copy target the leisure and business<br />
traveler. The entire piece supports the <strong>brand</strong><br />
positioning of Real Living.<br />
layout<br />
• One layout option is provided.<br />
• The color blocks (PMS 7403/PMS 1795)<br />
and placement of images are fixed.<br />
• Floorplans are available on BrandWorks<br />
in the Download section.<br />
• Photography is full color.<br />
• Photography should focus on the guest,<br />
hotel and amenities.<br />
• Do not alter the design or copy.<br />
resources<br />
To learn more, visit:<br />
<strong>brand</strong> voice (1.0)<br />
visual <strong>identity</strong> (2.0)<br />
color palette (2.2)<br />
photography overview (2.5)<br />
verbal <strong>identity</strong> (3.0)<br />
find your rhythm.<br />
Welcome to life as you know it. At TownePlace<br />
Suites ® , we want you to stay on schedule when<br />
you’re out of town. Enjoy daily walks with your<br />
dog, and microwave popcorn for your Sunday<br />
night movie. The space is yours. So spread out.<br />
Rearrange the furniture and hang up pictures.<br />
Each flexible floor plan was designed so you<br />
can maintain the rhythm of your daily routine.<br />
So, whether you’re making business calls or<br />
you’re making dinner, you’ll have all the tools<br />
you need to do it yourself.<br />
Instead of a lounge space, our lobby is a hub—<br />
a launching pad for life in your new community.<br />
It all starts with the TowneMap, an oversized<br />
area map that’s more like a friendly neighbor<br />
than a concierge service. Ask the staff about<br />
their favorite local spots, but the best finds may<br />
be the ones you discover yourself.<br />
stay. work. play.<br />
■ All suites, full kitchens.<br />
■ Home Office, designed to provide more open<br />
workspace within your room.<br />
■ Free high-speed Internet.<br />
■ Plush bedding with crisp linens, thick<br />
mattresses and fluffy pillows.<br />
■ Get fit in the exercise room.<br />
■ Check the TowneMap for nearby attractions.<br />
■ Lower rates for longer stays.<br />
subhead<br />
body copy<br />
primary photo<br />
typography<br />
• Subhead size and placement are fixed.<br />
studio suite<br />
one bedroom suite<br />
two bedroom suite<br />
secondary<br />
photos<br />
• Subhead should not exceed one line.<br />
• Subhead is reversed out of color block or<br />
printed in black, depending on placement.<br />
• Body copy is printed in black or reversed<br />
out to white, depending on placement.<br />
• Do not alter the TownePlace Suites font,<br />
font size or placement.<br />
rack brochure interior spread<br />
property-specific<br />
floorplans<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | print collateral | rack brochure | interior spread | 6.2.1
6.2.2| back<br />
Rack brochure backs contain information<br />
about facilities at or near the hotel.<br />
Specific amenities and hotel information<br />
are listed.<br />
layout<br />
• One layout option is provided.<br />
• The color blocks (PMS 7427/ PMS 1795)<br />
are fixed.<br />
• Do not alter the design.<br />
• The at-a-glance copy should be in the<br />
following order:<br />
1. guest room amenities<br />
2. facilities and services<br />
3. attractions<br />
4. directions<br />
resources<br />
To learn more, visit:<br />
<strong>brand</strong> voice (1.0)<br />
visual <strong>identity</strong> (2.0)<br />
color palette (2.2)<br />
photography overview (2.5)<br />
verbal <strong>identity</strong> (3.0)<br />
slip into your routine.<br />
Whether you’re here for a few days or a few<br />
months, TownePlace Suites gives you a place to<br />
live like you instead of just a place to stay. You’ll<br />
be welcomed by a suite stocked with all the<br />
essentials for real living. If you need a quick<br />
breakfast to jump start your day, or if you just<br />
don’t want to drive to the store, visit our In a<br />
Pinch Pantry, an amenity that gives you the<br />
freedom to eat what you want, when you want it.<br />
Pocatello<br />
2376 Via Caporatti<br />
Pocatello, ID 83201<br />
ph 208.478.7000 | fx 208.478.7004<br />
reservations 800.257.3000<br />
Marriott.com/IDATS<br />
guest room amenities<br />
Three flexible floor plans: Studio, one- and two-bedroom suites<br />
■ Fully equipped kitchens with refrigerator, microwave and coffee<br />
maker ■ Separate living and sleeping areas ■ Spacious well-lit<br />
work area with desk ■ Personalized voice mail ■ Separate voice<br />
and data lines ■ Complimentary high-speed Internet access<br />
facilities and services<br />
24-hour staffing ■ 24-hour exercise room ■ 24-hour guest laundry<br />
■ Pet-friendly rooms ■ Housekeeping per length of stay ■ On-site<br />
faxing, copying and printing services ■ In a Pinch® , a 24-hour<br />
self-serve pantry ■ Complimentary coffee in lobby ■ Valet services<br />
■ Outdoor pool with barbecue area ■ Nearby restaurants,<br />
grocery and retail stores ■ Nearby golf, tennis and jogging trail<br />
attractions<br />
Pebble Creek Ski Area ■ American Falls Reservoir (Snake River)<br />
■ Idaho State University ■ L.E. and Thelma Stephens Performing<br />
Arts Center ■ Pocatello Zoo ■ Portneuf Medical Center ■ Idaho<br />
Museum of Natural History ■ Historic Lava Hot Springs ■ Idaho<br />
Potato Expo<br />
directions<br />
PMS 1795<br />
hotel-specific<br />
Pocatello<br />
information<br />
Pocatello, ID<br />
at-a-glance subhead<br />
live like you.<br />
at-a-glance copy<br />
logo<br />
• Use version 2 logo.<br />
• Logo is reversed out of color block.<br />
• Do not alter the logo in any way.<br />
Because you don’t just check in to TownePlace<br />
Suites. You settle in. Have a conference call in<br />
your pajamas. Connect with your neighbors at<br />
the community pool, or use your spacious suite<br />
and fully-equipped kitchen to host a dinner party.<br />
And, at the end of the day, sink into a bed with<br />
so many fluffy pillows, you’ll feel right at home.<br />
From Pocatello Regional Airport: Head east on Interstate 86 for<br />
approximately 8 miles. Take the Interstate 15 South exit heading<br />
for Pocatello. Take Exit #69 and stay left, turn left up the hill on<br />
East Center. Take a right on Via Caporatti and the hotel is in sight.<br />
PMS 7427<br />
typography<br />
• Subhead size and placement are fixed.<br />
• Hotel locator placement is fixed and<br />
printed in black.<br />
• All copy is black.<br />
• Do not alter the font or font size.<br />
rack brochure back<br />
logo version 2<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | print collateral | rack brochure | back | 6.2.2
towneplacesuites.com<br />
1234 Main Street | Witchita, KS 67226<br />
813.555.5555 ph | 813.555.5556 fax<br />
tsmith@towneplacesuites.com<br />
6.3<br />
The Brand Presentation Folder can be<br />
ordered from AS Hospitality at 877.511.8488.<br />
The InDesign template file is available on<br />
BrandWorks in the Download section.<br />
<strong>brand</strong> folder front<br />
layout<br />
• One layout option is provided.<br />
• The color block and icon positions<br />
(front and inside) are fixed.<br />
• PMS 315 is used for all elements.<br />
• Do not alter the design.<br />
welcome to TownePlace Suites<br />
headline<br />
typography<br />
stay, work, play icons<br />
• Headline color is PMS 315.<br />
• Headline size and placement are fixed.<br />
• Subhead color is PMS 315.<br />
• Subhead size and placement are fixed.<br />
• Do not alter the TownePlace Suites<br />
font or font size.<br />
TownePlace Suites by Marriott ®<br />
PMS 315<br />
icons and subhead<br />
resources<br />
To learn more, visit:<br />
<strong>brand</strong> voice (1.0)<br />
visual <strong>identity</strong> (2.0)<br />
color palette (2.2)<br />
photography overview (2.5)<br />
verbal <strong>identity</strong> (3.0)<br />
<strong>brand</strong> folder inside<br />
Tom Smith<br />
Sales Manager<br />
TownePlace Suites by Marriott ®<br />
business card placement<br />
requirements for design and production<br />
Graphic professionals should refer to templates for exact placement, color palette and additional specifics of layout.<br />
• Preferred printing: 1-color, PMS 315<br />
• Trim: 18”x12” + pockets –folds to 9” x 12”<br />
• Varnish: Overall satin aqueous or varnish<br />
• Preferred stock: 12 pt C2S or comparable sheet,<br />
with minimum 10% PCW (required for Green<br />
Seal Certification)<br />
• Do not use UV coating<br />
TownePlace Suites by Marriott | <strong>brand</strong> <strong>identity</strong> <strong>standards</strong> contents | print collateral | <strong>brand</strong> folder | 6.3
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