brand book final LC

W E S T I N H O T E LO U R B R A N D I D E N T I T Y S T A N D A R D S

LILI CLEMENTVISUAL LITERACY MK353

C O N T E N T S 1.0 BRAND IDENTITY 1.1 Brand Manifesto 1.2 Brand Positioning 1.3 Target Guest 1.4 Brand Values

2.0 VISUAL IDENTITY 2.1 Brand Logo 2.2 Color Palette 2.3 Typography

3.0 PHOTOGRAPHY 3.1 Photo Guidelines 3.2 Video Guidelines

4.0 Customer Journey

5.0 Samples

6.0 Future

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B R A N D I D E N T I T Y

1.0 BRAND IDENTITY 1.1 Brand Manifesto 1.2 Brand Positioning 1.3 Target Guest 1.4 Brand Values 1.5 Competitors

The Westin Hotels brand identity standards provide information required to support the strategy and positioning of the brand in both its visual and verbal presentation.

Every touch point is a chance to create an impression in the guest’s mind about what Westin represents

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BRAND IDENTITYBRAND MANIFESTO 1.1

WESTIN HOTELBRAND IDENTITY STANDARDS

B R A N D M A N I F E S T O

Westin’s roots are in nature and its soul is pioneering.

From its start, Westin Hotels & Resorts has been infused with a spirit of adventure and celebrated for its innovations - innovations that continue to transform not only Westin, but the entire landscape of the industry that it dominates.

Westin is a destination where guests are understood and feel that this is a place where “I can be at my best.”

Our guests leave Westin rested, energized, enriched and renewed.

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BRAND IDENTITYBRAND POSITIONING 1.2


The Westin brand identity is the strategy foundtain of the brand and the brand voice.

BRAND IDEAHealthy Travel

BRAND TARGETThe Seeker

BRAND VALUESIndependent, Indigenous, Healthy

BRAND POSITONINGWestin is an international lifestyle hotel brand whose competitive edge and value for owners are greater than ever. Westin provokes its guests to discover something new every time they visit. Westin believes that whenever you travel you should always be treated like your best self.

BRAND PERSONALITYSavvy, Engaging, Intellectually Curious, Sophisticated, Exuberant

CORE MESSAGEWestin Well-Being

B R A N D P O S I T I O N I N G

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BRAND IDENTITYTARGET GUEST 1.3


T A R G E T G U E S T

BRAND TARGET: The Seeker

Whether on business travel or personal travel, staying at a Westin Hotel says something about you. The Seeker is highly motivated and well-off. The objective of the seeker is to be true to their deeper selves.

Through a “well-being” motto, Seekers depend on creating deeply satisfying moments during their business or personal travel experiences - sipping a good wine, inviting a treadmill into their room, eating SuperFoods and sleeping on Heavenly Beds. They are interested in travel & adventure, food, wine, and health. To the Seekers, the trip isn’t complete until they’ve found moments like these. And their moments of well-being.

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BRAND IDENTITYBRAND VALUES 1.4


B R A N D VA L U E S

INDEPENDENTLike the Seeker guest, the Westin is independent-minded and proud to be a global. Guests will encouter

INDIGENOUSThe Westin echoes and embraces the destination from a local point of view, acting as a gateway to an authetntic experience of the destination. The Westin deliveres this expereince through local exerptises customized for their guests.

HEALTHYThe Westin experiences inspires health from their exercise equitment in rooms, the Heavenly Bed & Shower and the SuperRXFood.

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BRAND IDENTITYCOMPETITION 1.5

C O M P E T I T O R S

Westin Hotels main competitor is The Ritz Carlton. Both are luxury hotel brands, but Westin goes above and beyond to create a satisfying atmosphere for their guests.

Westin is an innovator, they live up to its promise of preserving wellness for travelers. Our signature programming transforms every aspect of our guests stay; creating a revitalizing experience when they arrive.

V I S U A L I D E N T I T Y

2.0 VISUAL IDENTITY 2.1 Brand Logo 2.1.1 Logo Versions 2.1.2 Logo Specs. 2.2 Color Palette

2.3 Typography 2.3.1 Correct Typography Usage

The visual identity is critical to communication of the brand identity. The elements within visual identity include logos, typography, color and photography. These elements define the Westin Brand Voice from a visual perspective.

This section introduced the core visual identity elements and is a guide for using these elements to achieve a consistent look and feel across customer touch points.

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BRAND IDENTITYBRAND LOGO 2.1


B R A N D L O G O

The Westin Hotels brand logo is clean and simple. The typography is modern with a classic touch, and no unnecessary embellishments.

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BRAND IDENTITYBRAND VERSIONS 2.1.1


L O G O V E R S I O N S

The Westin Hotels brand logo is clean and simple. The typography is modern with a classic touch, and no unnecessary embellishments.

Brand Logo Property Name Logo

BRAND IDENTITYCOLOR PALETTE 2.2


C O L O R P A L E T T E

Westin Hotels designs come dircectly form nature. All features of Westin have some aspect of nature.

BRANDWhite, black, gold

ON-SITEWestin have greenery in every lobby, and most of the rooms. Fresh flowers, vines, trees.

ONLINEWestin has a lot of blue, yellow and green on the website. Most of the colors create motion as well, by utilizing lines and curves.

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BRAND IDENTITYTYPOGRAPHY 2.2.1

T Y P O G R A P H Y

Westin Hotel uses a simple and direct typography. The logo is a serif font, while their website utilizes both serif and san serif type faces to connect with guests and get their point across quickly.

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P H O T O G R A P H Y

3.0 PHOTOGRAPHY 3.1 Photo Guidelines 3.2 Motion Guidelines

Westin Hotels design is inspired by nature, with textures that interperate the landscape, which influences every aspect of the hotel.

Multiple themes were created to allow owners rich options; such as classic, modern and historic.

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BRAND IDENTITYPHOTOGRAPHY GUDIELINES 3.1

T H E M E S

CLASSIC:Forms of art deco, furnishings are elegant, and refined with vertical planes

MODERN:20th century design, featuring horizontal planes and organic tetures

HISTORIC:Designed for locations with unique historic and architectural elements; classic traditional elements take on modern vibrance

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BRAND IDENTITYPHOTOGRAPHY GUDIELINES 3.1

P H O T O G R A P H Y

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Classic - The Westin Book Cadillac, Detroit, Michigan

Modern - The Westin Gurgaon, New Delhi, India

Historic - The Westin Paris, Vendome, France

BRAND IDENTITYVIDEO GUDIELINES 3.2

V I D E O G U D I E L I N E S S

Westin Hotels creates videos for guests that are uplighting and personal. They create a sense of warmth and fulfillment. Westin Hotels video advertising also highlights their “specials,” the Heavenly Bed, Shower, RunWESTIN and SuperFoods. Westin mainly utilizes full and close up shots.

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Music: Relaxing and smoothingCamera Angle: Full shotMotion: Dissolve (sparkles?) to next shot

Music: Relaxing to upbeat Camera Angle: Full shotMotion: Dissolve to out of focus background

Music: Upbeat Camera Angle: Close upMotion: Pan left, short flash to next imageText: “We encourage dreaming...”

Music: UpbeatCamera Angle: Close upMotion: Text: “Our SuperFoods nourish...”

Music: UpbeatCamera Angle: Close upMotion: Pan right, to women shoesText: “We want them to have the time of their lives...”

Short mission statement about Westin Hotels and well-being

Music: UpbeatCamera Angle: Medium shotMotion: Dissolve in with text, “At the first hello...”Text: “At the first hello...”

TEXT

Music: UpbeatCamera Angle: Full shotMotion: Flash to next imageText: “EAT WELL”

TEXT

Music: UpbeatCamera Angle: Medium shotMotion: Flash to next imageText: “SLEEP WELL”

TEXT

Flash to next imageFlash to next image

Music: UpbeatCamera Angle: Medium shotMotion: Flash to next imageText: “PLAY WELL”

TEXT TEXT

Music: UpbeatCamera Angle: Medium shotMotion: Flash to next imageText: “MOVE WELL”

Music: UpbeatCamera Angle: Medium shotMotion: Flash to next imageText: “WORK WELL”

Music: Upbeat to soothingCamera Angle: Medium shotMotion: Fade to blackText: “We Promise A Better You”

BRAND IDENTITYEXPERIENTAL MAP 3.3

E X P E R I E N T A L M A P

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The Westin Hotel at Copley Place in Boston is designed and furnished around the classic theme for Westin Hotels. The lobby maintains the natural feel with the greenery and the light wood. The lighting is not harsh but minimal. The vertical brown pillars act as tree trunks holding the hotel together.

The guest rooms feature different shades of mahogany wood, white bedding and carpet.

C U S T O M E R J O U R N E Y

4.0 Customer JourneyWestin Hotels is always looking to provide the best service for their guests. Through out their stay, Westin goes above and beyond to provide fun and connivence.

Westin Hotel designs their lobbies with fresh flowers and greenery from the local location to provide a sense of warmth as they arrive.

Guests are always welcomed by a Westin employee upon arrival.

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BRAND IDENTITYCUSTOMER JOURNEY 4.0

M O O D B O A R D

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BRAND IDENTITYCUSTOMER JOURNEY 4.0

C U S T O M E R J O U R N E Y

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1. Booking a room on the Westin Hotel is easy for guests. Westin makes the process hassle free.

2. Guest will recieve an email confirmation.

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4. When guests are greeted there is no line to check in, bell hops whisk their bags to their room.

5. Whether arriving early or late, the bar is always open for SuperFoods snacks and drinks.

6. When guests walk into their rooms, the room attendents have already performed the “fold down bed service” on the HeavenlyBed.

7. Decaf coffee, mints and a little love (flowers) are left for guests to feel at home.

8. Westin Hotels provides early morning wake up calls to ensure guests will have enough time before their big meetings.

3. Star guests can download the Westin Hotels app, which allows them to check in and change check in time if neccessary. Blue will be used to keep the mood light.

We are delighted you chose Westin,

please feel free to check

in here

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S A M P L E S

5.0 SamplesThis section contains Westin Hotels marketing: print advertising, guerrilla campaigns and in-app advertisements. This section was created to communicate the Brand’s consistent voice.

BRAND IDENTITYSAMPLES 5.0

G U E R I L L A M A R K E T I N G

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The Westin created guerilla marketing campaigns to transform normal chaotic areas, such as guerrilla subway train station, into a calm relaxing getaway to show people that that’s exactly what the Westin has to offer: an escape from chaos. I feel that adventure is out there. Westin chose this advertising because you cannot ignore. You are surrounded by the serene backdrops and perhaps for a just a second, you forget where you are. Westin also had “bluetooth billboards” that allowed people to download a soothing Westin ringtone.


M A G A Z I N E

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Westin Hotels magazine advertisements most of the time connect to each together. These specific advertisements tied the principle of unity and the element of color together.


R u n W E S T I N T M

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Westin Hotels partners with New Balance ® to create a workout tailored to you. We encourages you to workout in the fresh air and local scene with the RunWESTINTM program.

Any level of runner is allowed to join the group. Grab a running map and take off on your own! Or run with a group; both ways you’ll be welcomed with a fresh towel and cold bottle of water.


O N L I N E

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Westin Hotels provide guests with complementary videos on staying fit and healthy to perks guest receive and the brand video describing just who Westin is and what we want to achieve for our guests.

BRAND IDENTITYFUTURE 6.0

F U T U R E

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In the future Westin Hotel will be modernizing their videos. Airlines have been stepping up on the safety regulations videos, which has inspired Westin to create new and exciting videos about white bedding and visiting a hotel.

©2014 Westin Hotel & Resort Spa

Works Cited

http://development.starwoodhotels.com/writable/resources/wst_reg_brochure_013012_online_singlepages.pdf

http://westinwellbeing.starwoodpromos.com/move-well/fitness-studio/http://www.starwoodmediacentre.com/westin

http://www.starwoodhotels.com/westin/index.html?language=en_UShttp://karenjlloyd.com/blog/2008/12/31/close-up-wall-e/

https://www.youtube.com/user/westin

Documents

brand book final LC