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05/15/18 Wyndham Hotels & Resorts BRAND GUIDE

Transcript of Wyndham Hotels & Resorts

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05/15/18

Wyndham Hotels & ResortsBRAND GUIDE

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Welcome.

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TABLE OF CONTENTS:

1. Brand Personality

2. Logo

3. Color Palette

4. Typography

5. Signature Graphics

6. Imagery

7. Voice

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Our personality.In executing any marketing for Wyndham, we should always measure our work against our intended brand personality. We want to exude these traits at all times. So always ask yourself if the spirit of your marketing is communicating these important attributes.

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PassionateWe love what we do. We believe in who we are.

And it shows.

OUR PERSONALITY

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WelcomingWe welcome everyone through our doors

with warmth and kindness.

OUR PERSONALITY

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DependableWe mean what we say. We do what we promise.

People know they can count on us.

OUR PERSONALITY

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ApproachableWe’re serious about our business, but we don’t take ourselves too seriously. We’re friendly and

down-to-earth.

OUR PERSONALITY

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OptimisticWe are the sunny side of the street.

We are the glass half full. Our favorite day? Today.

OUR PERSONALITY

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Our logo mark.The Wyndham Hotels & Resorts logo is the single most important part of our brand identity. Please understand and respect these simple guidelines for how we use the logo.

To download Logo assets, please visit: https://wyndhamams.mmgmarketsource.com Brand Marketing > Brand Logos & Fonts

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OUR LOGO MARK

The Logo Horizon The distinctive arched element in our logo is known as the Wyndham Horizon. It stands as symbol of possibility. It represents our global scale and how both our company and our guests look toward the future.

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OUR LOGO MARK

The preferred treatment of the logo is Wyndham Blue (PANTONE® 285 C).

The logo can also be used in white, reversed out of approved background colors, or reversed out of photography.

Although not preferred, the logo can also be reproduced in Wyndham Indigo Blue (PANTONE® 288 C) and black for one-color printing purposes.

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OUR LOGO MARK

• Don’t separate or rearrange the elements of the logo.

• Only use the logo in approved colors. • Only reverse the logo out of photography or approved colors.

• Don’t add new elements to the logo.

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OUR LOGO MARK

CLEAR SPACE Maintain clear space around the logo to protect the logo from distracting graphics or typography.

• Measure clear space by the height of the “W” in Wyndham.

• Never allow typography or other elements to “invade” the logo.

• Never redraw or alter the logo, including the placement and size relationship of the Horizon line and descriptor.

MINIMUM LOGO SIZE Never reproduce the logo smaller than 1” the width of the Wyndham.

1”

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Our color palette.Why blue? Based on color studies, blue communicates image attributes such as “friendly,” “approachable,” “reliable,” and “trustworthy,” all of which align very closely with our company mission and values.

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OUR COLOR PALETTE

OUR CORE COLOR Our core color, and the color that should be used most to represent out brand, is Wyndham Blue, PANTONE® 285 C.

OUR SECONDARY COLORS Our secondary colors are two complementary blues: Wyndham Indigo Blue PANTONE® 288 C and Wyndham Sky Blue, PANTONE® 305 C.

OUR TERTIARY COLORS We have a small selection of tertiary colors that should be used in moderation to add depth or visual variety to marketing materials.

PANTONE® 288 C

RGB: 0 / 45 / 114

CMYK: 100 / 87 / 27 / 19

HEX: #1D386D

PANTONE® 418 C

RGB: 81 / 83 / 74

CMYK: 63 / 53 / 63 / 36

HEX: #51534A

PANTONE® 415 C

RGB: 146 / 146 / 137

CMYK: 45 / 36 / 44 / 3

HEX: #929289

PANTONE® 285 C

RGB: 0 / 114 / 206

CMYK: 84 / 55 / 0 / 0

HEX: #2D6FB7

PANTONE® 305 C

RGB: 89 / 203 / 232

CMYK: 54 / 0 / 6 / 0

HEX: #54C8E8

PANTONE® 413 C

RGB: 186 / 187 / 177

CMYK: 28 / 22 / 29 / 0

HEX: BAB9AF

PANTONE® 375 C

RGB: 151 / 215 / 0

CMYK: 47 / 0 / 100 / 3

HEX: #95C93D

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OUR COLOR PALETTE

COLOR USAGE Use the chart to the left to guide you in balancing our colors in Wyndham branded materials.

• The appearance of our brand colors will differ from spot color to a four-color process and on different monitors.

• There will be slight color variances when printing on different paper stocks.

• Always minimize visual differences by matching to PANTONE® color swatches and using the appropriate RGB and CMYK color breakouts.

• Ask the printer to adjust the four-color process formula to the paper (and other printing conditions).

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Our typography.We’ve selected Gotham as a type family to give Wyndham a friendly, approachable voice. Gotham should be used as the primary typeface in all Wyndham communications.

If you do not have the Gotham font and need to purchase a license, please visit: https://www.typography.com/fonts/gotham/overview/

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OUR TYPOGRAPHY

• Use type size and weight to establish a clear hierarchy of information.

• Uppercase and lowercase styling in headlines and call outs support our brand warmth and approachability.

• Don’t substitute any other typeface unless you’re using Arial for corporate communication.

• If your computer does not have Gotham, please use Arial for internal presentations.

GOTHAM LIGHT

Welcome to WyndhamAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NN Oo PP Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

GOTHAM MEDIUM

Welcome to WyndhamAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NN Oo PP Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

GOTHAM BOLD

Welcome to WyndhamAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm NN Oo PP Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

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OUR TYPOGRAPHY

We are Wyndham.LARGE HEADLINEFor larger headlines, use Gotham Light. Sizing is larger than the supporting body copy. Kerning should be 0 or subtly spaced (+/-) to ensure a proper rag.

We are the largest hotel company in the world. With 20 brands, 15,000 associates and nearly 9,000 hotels in 80 countries, no one welcomes the world like we do.

BODY COPYBody copy is set in Gotham Light, upper and lowercase. Kerning should be 0 or subtly spaced (+/-) to ensure a proper rag. Leading should be loose enough to not appear too packed. In the example above type is set at 22 pt type over 28 pts leading.

We are Wyndham.

SMALLER HEADLINEFor smaller headlines, use Gotham Medium or Bold. Sizing should be consistent with the supporting body copy. Kerning should be 0 or subtly spaced (+/-) to ensure a proper rag.

WE ARE WYNDHAM.

USE OF ALL CAPSIn certain instances, subheads, page headers and page footers can be set in all caps. Kerning is set at +60. Sizing should be visually consistent with height of the supporting body copy.

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OUR TYPOGRAPHY

DOS AND DON’TS OF TYPEFACE USAGE

• Do use only approved colors

• Do use a combination of uppercase and lowercase

• Do align text in body copy flush left and ragged right

• Do avoid using all uppercase

• Don’t change kerning when setting headlines or copy

• Don’t use special effects to emphasize type

• Don’t place type in a hard-to-read format

• Don’t substitute other typefaces

• Don’t distort the typefaces

We are Wyndham.We are the largest hotel company in the world. With 20 brands, 15,000 associates and nearly 9,000 hotels in 80 countries, no one welcomes the world like we do.

W e a r e W y n d h a m .We are the largest hotel company in the world. With 20 brands, 15,000 associates and nearly 9,000 hotels in 80 countries, no one welcomes the world like we do.

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Our signature graphics.Derived from the iconic Horizon Line in the Wyndham logo, our signature graphics are key to adding a dynamic sense of movement and color to Wyndham communications.

To download Signature Graphics assets, please visit: https://wyndhamams.mmgmarketsource.com Brand Marketing > Signature Graphics

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OUR SIGNATURE GRAPHICS

The Wyndham Infinite Horizon A pattern created by repeating the Horizon line from our logo, the Wyndham Infinite Horizon is a powerful metaphor for the thousands of possibilities we help our guests realize every day across the world.

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OUR SIGNATURE GRAPHICS

• The Infinite Horizon pattern should only be used as a background.

• Never place the pattern over images.

• The Infinite Horizon pattern should only be used in the colors at left.

BACKGROUND: PANTONE® 285 CPATTERN: PANTONE® 288 C

BACKGROUND: PANTONE® 305 CPATTERN: PANTONE® 285 C

BACKGROUND: WHITEPATTERN: PANTONE® 415 C

BACKGROUND: PANTONE® 288 CPATTERN: PANTONE® 285 C

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OUR SIGNATURE GRAPHICS

DOS AND DON’TS OF PATTERN USAGE

• Do use the Infinite Horizon as a background. Be careful with legibility of art and type.

• Do use the Infinite Horizon in the approved color combinations.

• Do scale the Infinite Horizon to meet the size requirements of your execution.

• Do not stretch the Infinite Horizon

• Do not change the colors of the Infinite Horizon.

• Do not add additional elements to the Infinite Horizon.

@50% @150%

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OUR SIGNATURE GRAPHICS

The Dual Horizon Created by joining two Horizon Lines from the Wyndham logo, the Dual Horizon symbolizes the way possibilities are united through hotel travel. Through a sense of movement and energy, it is key to communicating many of our brand personality traits, such as passion and optimism.

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OUR SIGNATURE GRAPHICS

• The Dual Horizon consists of 2 color breaks along the horizon, in this example Wyndham Sky Blue and white are used.

• The Dual Horizon divides a background or shape allowing for contrasting color fills.

• Using cropping, color and placement within graphic applications, the Dual Horizon can create a wide variety of uses while maintaining a strong brand visual.

On the following pages are samples of the variations available for use.

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OUR SIGNATURE GRAPHICS

DUAL HORIZON COLOR AND CROP Example of Dual Horizon using Wyndham Sky Blue and white on a Wyndham Blue background. Artwork can be rotated and flipped as needed.

PANTONE® 305 C / WHITE

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OUR SIGNATURE GRAPHICS

DUAL HORIZON COLOR AND CROP Example of Dual Horizon using Wyndham Indigo Blue and Wyndham Sky Blue on a Wyndham Blue background. Artwork can be rotated and flipped as needed.

PANTONE® 288 C / PANTONE® 305 C

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OUR SIGNATURE GRAPHICS

DUAL HORIZON COLOR AND CROP Example of Dual Horizon using Wyndham Blue and white on a Wyndham Indigo Blue background. Artwork can be rotated and flipped as needed.

PANTONE® 285 C / WHITE

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OUR SIGNATURE GRAPHICS

DUAL HORIZON COLOR AND CROP Example of Dual Horizon using Wyndham Blue and Wyndham Sky Blue on a Wyndham Indigo Blue background. Artwork can be rotated and flipped as needed.

PANTONE® 285 C / PANTONE® 305 C

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OUR SIGNATURE GRAPHICS

DUAL HORIZON COLOR AND CROP Example of Dual Horizon using Wyndham Blue and white on a Wyndham Sky Blue background. Artwork can be rotated and flipped as needed.

PANTONE® 285 C / WHITE

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OUR SIGNATURE GRAPHICS

DUAL HORIZON MONOCHROMATIC USAGE At times you may want to use a more subtle version of the Dual Horizon. This application can be used to frame a page of text or other content.

PANTONE® 413 C

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OUR SIGNATURE GRAPHICS

DUAL HORIZON + INFINITE HORIZON PATTERN In addition to dividing fields of color, the Dual Horizon can be used with the Infinite Horizon pattern. When using the pattern make sure to use proper color and size.

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OUR SIGNATURE GRAPHICS

DUAL HORIZON + IMAGES The Dual Horizon can be combined with a field of color to bring a branded element to images. Please ensure that the image is the primary focus, with the Dual Horizon as an accent.

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OUR SIGNATURE GRAPHICS

DUAL HORIZON IN USE Examples showing the Dual Horizon in various use applications.

Welcome Our Values

The Wyndham values guide our behaviors in support of the company mission. They represent those deeply held principles that we believe to be right and true.

We offer guests the most generous rewards program.The industry leading Wyndham Rewards program is simple, generous and attainable—so it’s easy for our loyal guests to earn points and redeem them in more locations than any other hotel company.

In the end, nothing is more important than creating value for the people around us. Which is why we constantly strive to do business in a way that builds pride for our team members, owners and guests.

We are driven by people, for people.

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OUR SIGNATURE GRAPHICS

THE ANCHORED DUAL HORIZON The Dual Horizon can also be used as an “anchor” at the bottom of photography or other pages. Think of it as a graphic sign-off summing up all that Wyndham makes possible. The same color considerations outlined previously also apply to the anchored usage of the Dual Horizon.

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OUR SIGNATURE GRAPHICS

THE DUAL HORIZON ANCHOR + PHOTO

HOTEL GALVEZ & SPA A WYNDHAM GRAND HOTEL GALVESTON, TX

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OUR SIGNATURE GRAPHICS

DOS AND DON’TS OF THE DUAL HORIZON

• Don’t make the Dual Horizon wider or thinner. Scale assets to maintain the original shape.

• Don’t change the colors of the Dual Horizon. Only use approved color combinations from this guide.

• Don’t use the Dual Horizon as a “floating” element. With the exception of the “anchored” use (page 38), always crop the Dual Horizon.

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Our imagery.Few things communicate more strongly about our brand than the images we select. So please be mindful of the following filters whenever choosing imagery to represent Wyndham Hotels & Resorts.

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OUR IMAGERY

In words, our images aim to be:

Honest Passionate Candid Real Welcoming Light Hearted Intimate Dependable Diverse

Authentic Approachable Unguarded Warm Optimistic Current

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OUR IMAGERY

When selecting images to represent the Wyndham brand, always consider these important overall filters:

• Images should feel like natural moments, with natural light, not overly posed or stylized.

• Images should be bright and optimistic. Look for warm tones and avoid cold or dark images.

• Use high quality images, never low resolution or pixelated images.

• Select images that portray positive emotion.

The Wyndham brand includes 3 different types of photography. Each plays a specific role.

LIFESTYLE PORTRAIT PROPERTY

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OUR IMAGERY

LIFESTYLE We use lifestyle photography to portray the experiences of our guests and our team members in natural life situations. These images should always feel as candid and real as possible.

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OUR IMAGERY

PORTRAIT We use portrait photography to portray our team members. Whether in studio, or in a work environment, these images should always include a warm, welcoming expression.

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OUR IMAGERY

PROPERTY We use property photography to depict various Wyndham Hotels & Resorts in the best possible way. These images should always feel inviting, positive and heroic.

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OUR IMAGERY

PROPERTY LABELS Whenever depicting a Wyndham Hotel or Resort property, it must be labeled with the appropriate copy.

For the US and Canada:

NAME OF HOTEL OR RESORT CITY, STATE/PROVINCE

For other locations:

NAME OF HOTEL OR RESORT COUNTRY

HOTEL GALVEZ & SPA A WYNDHAM GRAND HOTEL GALVESTON, TX

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Our voice.Writing for the Wyndham brand is a careful and considered task where we need to constantly challenge ourselves with tone and word selection. The following are some tips to help you best activate our brand personality traits in your writing.

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OUR VOICE

How to be Approachable:Write with empathy. Understand people’s needs and choose words that help serve those needs. Don’t be afraid to include a little levity in your writing.

How to be Optimistic:Always be positive. Don’t use negative analogies. Never be sarcastic or snarky. Try to remember that you have the opportunity to lift people with your words.

How to be Passionate:Write like you believe strongly in every word. Know your subject intimately. You want to be convincing, but be careful not to be preachy.

How to be Welcoming:Write conversationally. Be friendly, but not over-the-top. Offer helpful tips or suggestions. Avoid uppercase letters and exclamation points.

How to be Dependable:People recognize the truth. Tell them the truth without a lot of fluff. Be brief and clear. Be honest. Use short sentences and paragraphs. Limit the use of metaphors.

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OUR VOICE

We recognize that not every piece of marketing can communicate every personality trait. As you execute your marketing, think of our personality traits plotted against an equalizer that controls a stereo. It’s our responsibility as marketing professionals to tune the traits to the execution. Some executions will lean more heavily into traits like “Passionate” and “Dependable,” while others may lean more heavily into “Welcoming” and “Approachable.” In the end, it’s a balance. Through our complete mix of marketing, we should be communicating all personality traits.

OptimisticApproachableDependableWelcomingPassionate

10 -

9 -

8 -

7 -

6 -

5 -

4 -

3 -

2 -

1 -

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OUR VOICE

As you write for the Wyndham brand, please be mindful of some important nuances when selecting your words.

WE DO NOT SAY INSTEAD WE SAY

Associate .............. Team Member

Manager ................ Leader

Visitor ..................... Guest

Wyntern ................. Intern

International ......... Global

Divisions ................ Region

“Wyn” Prefix ......... Wyndham Hotels or Wyndham. Please avoid using “Wyn” as a prefix.

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OUR VOICE

Other tips on communicating the appropriate Wyndham voice:

1. Don’t shout.We wouldn’t shout at our guests, so we shouldn’t do it in writing. There is no need for all caps for exclamation points.

2. Be conversational.A conversational tone can set us apart from others. Be a real person in your writing. Ask yourself how people speak, then write that way.

3. Be gender neutral.Read the copy in your head with a female voice and then with a male voice. We’re a company of both genders. Our voice should reflect that.

4. Use contractions.Again, make your copy sound more like how real people speak.

5. Use short sentences.A short, staccato rhythm keeps an audience’s interest.

6. Avoid business or marketing jargon.Read your copy out loud to yourself and ask “Would someone actually say this?”

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Questions: [email protected]

Download marketing assets and working brand files at Wyndham AMS.

https://wyndhamams.mmgmarketsource.com

If you need AMS access, email: [email protected]

Thank you for respecting the Wyndham brand.