Brand VoiceHotel Collateral Hotel Logos Sales Materials StationeryOnlineDoubletree Graphics & IdentityTable of ContentsIssue Date 2.5.09 1 Introduction 2 Color Palette 2.1 Overview Color Palette and Specications 2.2 Using Color 2.3 Typography Color 3 Logos and Graphics 3.1 Overview Doubletree Logos 3.2 Approved Logos 3.3 Doubletree Symbol Clear Space and Placement 3.4 Legal Marks 3.6 Hilton HHonors Logo 3.7 Doubletree Leaves Graphic Color Versions Leaves Example 4 Typography 5 Imagery 5.1 Photography Doubletree Image Library 6 Hotel Collateral 6.1 Overview Hotel Collateral 7 Marketing Sales Materials 7.1 Overview Color Backgrounds Photography 7.2 Sales Materials 7.7 Pre-Opening Postcards 7.8 Billboards & Signs 7.9 Van Graphics 7.10 Cookie Collateral 8 Stationery 8.1 Overview 8.2 Stationery 9 Printing Guidelines 9.1 Colors and Inks Paper Stock 10 Doubletree Online 10.1 Communicating on the Web Target Audiences 10.2 Doubletree Web Copy Style Best Practices for Web Writing 10.3 Online Typography 10.4 Promotional Titles & Display Advertising 10.5 Branches & Leaves 10.6 Online Color Palatte Specications 10.7 Seasonal Color Palatte Specications 11 Contact InformationIntroductionThese Doubletree Graphics & Identity guidelines were created to bring the Doubletree Brand to life in a refreshingly unexpected way. Whether it be online or ofine, the energy, warmth and contemporary spirit of Doubletree will be conveyed through this well thought out visual approach. The benet of a consistent visual identity is that it reinforces familiarity with our communications and helps Guests feel more at home, no matter where they may be in the world.On the following pages youll nd guiding principles, specic rules and examples of our hotel collateral, sales materials, stationery system and online communications. In addition, these guidelines include information about proper logo usage, color specications, typography and appropriate ways to use the Doubletree graphic elements.Communicating Online & OfineDoubletree copy should reect the same Brand Voice for both online and ofine communications for a seamless brand experience. In order to be effective, copy must be tailored appropriately for the target audience, and maintain a consistent style for online and ofine communications. Brand VoiceAlong with our visual identity, we have created a Brand Voice. The Brand Voice is our verbal communications style. Its the way we say what we say. An effective brand voice must:> Connect with our brand essence: Refreshingly Unexpected > Reect our brand character: Energetic, Caring, Thoughtful, Contemporary > Respect our voice principles: Conversational P straight-orwaro, natural ano concis; not nowry, woroy or complicato /voio businss-spak ano clich Us ao|ctivs sparingly Direct Us th activ voic Us scono-prson ano nrst-prson pronouns (you, yours or Gusts ano Tam Mmbrs; we, our for Doubletree) Honest P gnuin & truthul /ppar connont but not boastul /voio hyprbol, prtns ano sl-congratulation Polite Say plas ano thank you11 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral 7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact InformationOverviewColor Palette SpecicationsUsing ColorColor Palette21 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral 7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact InformationSagePMS 7494 CC41/M19/Y49/K0OverviewThe following color palettes were created to complement the Doubletree logo colors. The primary color palette should satisfy most, i not all, osign ob|ctivs. Th accnt color paltt is to b uso only in mooration, ano only whn aooitional colors ar noo. When used properly, these colors will help all Doubletree communications be consistent and live harmoniously together. Color Palette SpecicationsPrimary Color PaletteAccent Color PaletteMintPMS 579 CC26/M6/Y46/K0CreamPMS 7500 CC11/M11/Y29/K0ChocolatePMS 462 CC50/M58/Y100/K45LeafPMS 364 CC77/M32/Y100/K19Burnt OrangePMS 167 CC18/M80/Y100/K7AuberginePMS 511 CC60/M91/Y41/K33PollenPMS 110 CC17/M31/Y100/K0HoneyPMS 1245 CC22/M41/Y100/K0SapPMS 139 CC26/M58/Y100/K10FernPMS 349 CC100/M0/Y91/K42BurgundyPMS 209 CC39/M90/Y57/K38BlackC0/M0/Y0/K100WhiteC0/M0/Y0/K02.1Using ColorWhenever possible, Pantone (PMS) inks shoulo b uso. Howvr, whn using CMYK uivalnts, th printr shoulo b instructed to match the color on press to the appropriate PMS color chips.BackgroundsFull blos o PMS 579, PMS 7494, PMS 462 or PMS 75CC ar uso as backgrouno colors (s collatral sampls or usag specications).Gradation - 100% of 7494 to 579PMS 4622.2Typography ColorIn most cases PMS 462 should be used for typography. Black and white may also be used. In Dual Language collateral, PMS 462 should be used for the countrys native language and PMS 462 italicized should be used for English. PMS 462PMS 462PMS 46PMPP CARELINEWe want to provide outstanding service. If there is anything we can do for you, please use the CARELINE button on the telephone. Enjoy your stay! Horizontal vs. Vertical BranchesWhenever possible use a vertical space for the branches graphic. If the layout is horizontal, use the version of the Branches below.2.3OverviewDoubletree LogosDoubletree SymbolClear Space and PlacementApproved LogosLegal MarksHilton HHonors & The Hilton Family LogosDoubletree BranchesLogos and Graphics31 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral 7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact InformationInternational Brand Logo International Property LogolocationU.S. Brand LogolocationU.S. Property LogoOverviewThe Doubletree logo is made up of the Doubletree symbol, the brand signature, and the property signature. When designing hotel collateral, sales materials, and stationery there are specic rules and guidelines about using these logos. The visual strength of the Doubletree brand depends upon the consistent use of the proper logo for each application. The original art should always be used in any design application and logos should never be redrawn, replaced, or modied.Doubletree LogosThe following logos have been specially designed for each application. These are the accepted logos for use in all Doubletree messaging.Any materials using the logo must be approved by the Doubletree Marketing Team. Please send an electronic proof to Christy Cain at christina.cain@hilton.com.Th ont Tra|an is uso or th Doubltr logo typ. Th taglin, / Mmbr o th Hilton Family o Hotls, is st in th Futura ont.When using the word Doubletree in copy it must be spelled as one word with a lower case t. The T in Doubletree is only capitalized when the name appears in the logo.Incorrect usage: DoubleTree Double TreeCorrect usage: Doubletree3.13.2Doubletree SymbolThe principal visual element of our identication system is comprised of two stylized trees whose oval-shaped tops interlock. lt has bn osigno to b uso in on color: PMS 349 (4/C procss: CCC/CM/9Y/42K), Plack or Vhit.Occasionally within our hotels, the Doubletree symbol alone might be used on applications such as high-level signs for maximum visibility. These applications are exceptions and must be thoroughly reviewed and approved by the Doubletree Marketing Team before being implemented.Clear Space, Size, and PlacementClar Spac Ruirmntsln vry signatur application thr is a ruiro minimum clar spac arouno th logo. Th clar spac is ual to th hight o th D in th woro Doubltr as inoicato in the diagram. Do not violate this area. Minimum SizeIt is important for the Doubletree logo to be a prominent design element. The scale of the logo will depend on the size and layout o th printo pic, but minimum wioth on inch is ruiro. Logo PlacementThe logo should always be within the margins of the layout, and at least twice the rcommnoo clar spac (twic th hight o th D in Doubltr) away rom the trim. When using the logo with the Branches, there should be a nice balance between the two elements within the design.Placement priority for all layouts is as follows: Doubletree logo, URL, other logos. The Doubletree logo should always be the biggest and most prominent brand mark on every layout. CARELINEWe want to provide outstanding service. If there is anything we can do for you, please use the CARELINE button on the telephone. Enjoy your stay! 3.3Approved Logos2-color signature on a white background.Signature in black on a white background.Signature in PMS 462 on a PMS 7494 background.Signature reversed out of white on PMS 462 background.location locationlocation locationLegal MarksTrademarks and Registered TrademarksTh Doubltr nam ano logo ar rgistro traomarks o Hilton Hotls Corporation. ln all instancs th or TM must appear exactly as shown. Other Legal MarksCopyright LegendAll materials must include the following copyright protection: 2009 Hilton Hotels Corporation.Please note that the year should be indicative of the year the piece was published. 3.4Legal MarksTrademarks and Registered TrademarksWhen using Sweet Dreams by Doubletree sleep experience or Sweet Dreams by Doubletree bedding program, hotels in th US will us a atr Swt Drams. Hotls outsio th US will us TM atr Swt Drams. Domestic Usage Sweet Dreams by Doubletree sleep experienceSweet Dreams by Doubletree bedding programInternational UsageSweet Dreams by Doubletree sleep experienceSweet Dreams by Doubletree bedding programIf you are using Sweet Dreams without the by Doubletree sleep experience, or by Doubletree bedding program, no traomark or rgistration mark is ruiro.Sweet Dreams bedSweet Dreams pillow3.5Hilton HHonors & The Hilton Family LogosThe Hilton HHonors logo is used on the Check-In Folder and on the sales materials. It should always be printed in white or PMS 2736. The Hilton HHonors logo must always be reproduced from master artwork. Never redraw, replace, or modify the logo in any way.Color VersionsThe Hilton HHonors logo may be reproduced in any of the following three color versions: Positiv in Hilton Plu (PMS 2736 C or CMYK CC/85/C/C) ovr whit, a light color backgrouno, or a light photographic backgrouno Rvrso whit ovr a oark color backgrouno, or a oark photographic backgrouno Positiv black ovr whit or intrnal communications or nwspapr aos onlyClear SpaceTh logo's clar spac is onno by th masurmnt x, ual to th hight o th Hilton Cartouch. Th minimum amount o clar spac ruiro is x horizontally ano /2x vrtically, as shown.Minimum SizeTh Hilton Cartouch cannot b smallr than .25 wio, as shown.Usage NotesWhen using the Hilton HHonors logo with The Hilton Family logo, both identities must be the same size.For internal communications and newspaper ads only.N==^=]`3.6Doubletree BranchesThe Doubletree Branches were developed to enhance the design of our hotel collateral and sales materials. A natural extension of the Doubletree brand, they are meant to complement the Doubletree logo, while reinforcing our energetic, caring and contemporary brand character.In most cases, only one Branch graphic should be used at a time. There are two color versions for th Doubltr Pranchs, chocolat (PMS 462) ano whit, ano svral color options or th lavs (PMS 7494, PMS 579 ano PMS 364) but thy all stm rom the approved color palette.Minimum SizeThe size of the Branches graphic depends on the size of the piece being designed. The Branches should not overwhelm the design, nor should they be too small. The Branches should never compete with the Doubletree logo by being the same size or smaller than it.PlacementThe Branches should look organic, as if they are growing and have a free owing character. Whenever possible they should go up all the way to the top of the page while always anchored at the bottom of the page or the background they are placed on. Do not crop the Branches. Please refer to the examples on this page.3.7Typographyabc41 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral 7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact InformationTypographyTypography is very important to the overall design of Doubletree collateral and sales materials. However, it should never overwhelm the layout by bing too larg ano ovrbaring. Car shoulo b takn to mak sur that th laoing (th spac btwn ach lin in a paragraph) is proportional to the font size. Type should never look crowded when the copy length is two or more lines. For best practices, follow the specications outlined in the collateral and sales material sections of this guide on pages 67.7.GothamClear, easy-to-read signage is a welcome sight to the weary traveler. Gotham is a geometric, sans serif font. It was chosen as the primary font for our collateral and sales materials because it complements the Doubletree logo and is simple, fresh and inviting.Gotham MediumTh Moium wight shoulo b uso or haolins ano subhaos. lt shoulo always b uso in sntnc cas (capitalizing th nrst lttr o the sentence and using lower case for the rest of the letters) for legibility and to convey an amiable, conversational tone.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890Gotham BookThe Book weight should be used for all copy other than headlines. Sentence case should always be used. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcoghi|klmnoprstuvwxyz 23456789CTo order Gotham online, go to: http://www.typography.com/fonts/ font_overview.php?productLineID=100008Franklin GothicIf you are creating documents in Microsoft Word or PowerPoint and are concerned that the recipient does not have Gotham, you may use Franklin Gothic as an alternative. This font can be purchased online at www.itcfonts.com.Gotham MediumGotham Book0008 Comb Toothbrush Toothpast Raor Showr cap Shaing cram Dooorant Swing kitForget something?Plas contact th ront osk or complimntar:4.1PhotographyDoubletree Image LibraryImagery51 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral 7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact InformationPhotographyPhotography should be used in collateral as a way to best showcase your Doubletree hotel. It should never be the predominant design element in th layout. lmags shoulo always b shown in suar-cornro boxs.Doubletree Image Library/ll approvo ano licnso Doubltr imags can b ouno in th Doubltr Onlin Toolkit (DOT). Vhnvr possibl, us imags rom th library. l sourcing stock or custom photography, all rusts must go through th Doubltr Markting Tam.Login information for the Doubletree Online Toolkit (DOT): www.doubletreetoolkit.comusername: Propertys CTYHOCNpassword: Propertys chosen passwordFor special requests, login information, or if you would like to add photos of a specic hotel, please contact:Christy CainSr. Manager- Graphics & Identity Doubletree Brand MarketingHilton Hotels Corporation9336 Civic Center DriveBeverly Hills, CA 90210Phone: 310-205-4095Fax: 310-205-7860christina.cain@hilton.comHomepage5.1Login information for the Doubletree Online Toolkit (DOT): wwwdoubletreetoolkit comHomepageHotel Collateral61 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral 7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact InformationOverviewDoubletree hotel collateral is fresh, warm and inviting. Each piece communicates a clear, concise message, and adheres to the design guidelines for collateral. Each piece should also stand on its own and yet live harmoniously with the full scale of Doubletree collateral. For U.S. Hotels, visit OnO lnsior at oninsior.hilton.com. Go to Channls> Dpartmnts>Supply Managmnt>Oror Forms>Doubltr. You will nd all of the order forms for Hotel Collateral items.For International Hotels, contact Christina Cain at 310-205-4095 or christina.cain@hilton.com for authorized vendor information.For Menus and Guest Directories, visit www.printsofhb.com. Both U.S. and International hotels can customize and order In-Room Dining Menus and Guest Directories. Check-in Folder KeycardLuggage TagKeycard Packet KeycardLuggage TagKeycard Packet Check-in Folder6.1Hotel Collateral CARELINEWe want to provide outstanding service. If there is anything we can do for you, please use the CARELINE button on the telephone. Enjoy your stay! Forget Something CardTray Removal CardBathrobe CardForget Something Card Comb Toothbrush Toothpast Raor Showr cap Shaing cram Dooorant Swing kitForget something?Plas contact th ront osk or complimntar:Tray Removal Cardathrobe Card BaCARELine CardCleaned With CARE Card6.2Hotel CollateralDo Not Disturb Sign Do Not Disturb SignBreakfast MenuIn-Room Dining Menu In-Room Dining MenuBreGlass CapCocktail NapkinBreakfast NapkinCoaster6.3Hotel CollateralTelephone Rate Card Telephone Rate Card Guest Directory6.4Hotel CollateralOverviewCall To ActionSales MaterialsPre-Opening PostcardsAirport Signage and BillboardsVan GraphicsCookie CollateralMarketing Sales Material71 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral 7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact InformationOverviewSales materials use a lot of the same design elements as hotel collateral, but by nature must convey more messaging. These pieces should have an overall tone that is fresh and inviting as the hotel collateral, but there are specic design elements only used for sales materials to help differentiate this type of communication.U.S. Hotels can customize and print their sales collateral through the automated system on the Doubletree Online Toolkit (DOT). To get started visit www.doubletreetoolkit.com. Log in using your CTYHOCN Code and password. Once on the DOT site, visit the Collateral section for all of the customizable sales material templates. Follow the easy step-by-step instructions for completing your hotels sales collateral. You will have the option to receive artwork that you can print locally or print through the Toolkit for convenience and ease. For International Hotels visit the Doubletree Online Toolkit (DOT) www.doubletreetoolkit.com. Log in using your CTYHOCN Code and password. Once on the DOT site, visit the Collateral section for all of the sales material templates which can be downloaded, customized and printed locally. Call-To-ActionThe Call-To-Action portion of your sales materials encourages Guests to make reservations online or by phone. U.S. Hotels approved Call-To-Action ooubltr.com (Prano URL) city.ooubltr.com (Proprty spcinc URL) -8CC-222-TREE (Prano toll-r numbr) Proprty spcinc phon numbrInternational Hotels approved Call-To-ActionU.S. T/RGET /UDlENCE ooubltrbyhilton.com (Prano URL) city.ooubltrbyhilton.com (Proprty spcinc URL) Proprty spcinc phon numbrU.K. T/RGET /UDlENCE ooubltrbyhilton.co.uk (Prano URL) ooubltrbyhilton.co.uk/city (Proprty spcinc URL) Proprty spcinc phon numbrCHlN/ T/RGET /UDlENCE ooubltrbyhilton.com.cn (Prano URL) ooubltrbyhilton.com.cn/city (Proprty spcinc URL) Proprty spcinc phon numbrFor all other country target audience calls to action, plas contact Pam Naums, Sr. Managr - Digital Markting at pamela.naumes@hilton.com.Rack CaroPMS 7500Rack Caro7.Color PackgrounosPackgrouno colors or Doubletree sales materials should come from the approved background colors in the Doubletree color paltt. lt is acceptable to have full blos o PMS 75CC or PMS 462.Fact Sheet Back - 8.5x11 Fact Sheet Front - 8.5x11 Fact Sheet Back - 8.5x11 Fact Sheet Front - 8.5x117.2Sales MaterialsSales Folder Front - 9x12 Sales Folder Back - 9x127.3Sales MaterialsGeneric Sales Folder Front - 9x12 Generic Sales Folder Back - 9x127.4Sales MaterialsInside panelsCoverSales Brochure - 4x9 PanelsFlap Back Cover Flap Back7.5Sales MaterialsInside panelsTri-Fold7.6Sales MaterialsRack Card Front - 4x9 Rack Card Back - 4x9 Rack Card Front - 4x9 Rack Card Back - 4x9Cookie is Here PostcardTrees are Here PostcardCookie is Coming PostcardTrees are Coming PostcardPre-Opening Postcards / nw hotl in th marktplac is an xciting opportunity to introouc potntial Gusts to Doubltr or acuaint past Gusts with a rbranoo hotl. Th ollowing announcmnt postcaros ar availabl on th Doubltr Onlin Toolkit (DOT).For Doubltr hotls that ar th nrst in thir marktplac, th Trs /r Hr ano Trs /r Coming postcaros might b a bttr alternative as Guests may not be familiar with the cookie icon. Cookie is Coming Postcard Cookie is Here PostcardTrees are Coming Postcard Trees are Here Postcard7.7Airport Signage and BillboardsWhen airport call-boards or billboards are part of your advertising mix, please use the following designs. You may work with a local company to produce the signage based on the size of the call-board or billboard purchased. You can obtain graphics for the call-board and billboard from Christy Cain at christina.cain@hilton.com.BillboardAirport Sign Airport SignBillboard7.8Van WrapVan Graphics The following is the approved graphic schematic for hotel courtesy vehicles. Positioning of the images on the van should conform to the one shown here. Although all makes and sizes of vans could not be addressed in this manual, the basic design shown on this standard-sized van can be adapted to the exact specications of the various models. To obtain van graphics, please contact Christy Cain at christina.cain@hilton.com.7.9Cookie Collateral The presentation of our signature Doubletree warm, chocolate chip cookie at check-in is an expression of welcome and appreciation uniu to Doubltr. Th ollowing cooki collatral shoulo b uso on proprty to prsnt ano promot th cooki to our Gusts.Hotels can contact Christy Cain, christina.cain@hilton.com for ordering information.Counter CardLarge Cookie BagCookie Bag Cookie Tin Counter CardNow you can enjoy Doubletrees signaturechocolate chip cookies wherever you are! Pick up a tin in the hotels cookie center, or have them delivered anywhere in the U.S. by calling 1-800-916-0097 or visiting doubletreecookies.com.Half Dozen $10.95Plus Applicable FreightHandpacked and deliveredanywhere in the U.S.ENJOY OUR WARMWELCOME AT HOME.doubletree.com 1-800-222-TREENow you can enjoy Doubletrees signature chocolate chip cookieswherever you are! Pick up a tin in the hotels cookie center, or have them delivered anywhere in the U.S.by calling 1-800-916-0097 or visiting doubletreecookies.com.$10.95Half DozenPlus Applicable FreightHandpacked and deliveredanywhere in the U.S.ENJOY OUR WARMWELCOME AT HOME.doubletree.com 1-800-222-TREECookie Rack CardCOOKIERAIN CHECKPlease redeem this card at the front desk fora complimentary Doubletree signaturechocolate chip cookie.Cookie Rain Check Card7.10OverviewDoubletree LogoTypefacePaperBranchesStationery - 8.5x11 Stationery - A4 EnvelopesNotepadsEmail SignatureStationery81 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral 7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact InformationOverviewDoubletree stationery should follow a more corporate look and feel, as often this type of communication is coming from Doubletree management. For International and U.S. hotels, please visit www.hiltonprinting.com to order your brand approved stationery and business cards.Doubletree LogoLogos on letterhead and business cards should use the logo that has the Doubletree symbol in the green PMS 349 and all the type in black. A property specic logo should never be used on a business card or letterhead. A minimum clear space around the logo must always be maintained. This ara shoulo b ual in hight o th D in Doubltr. Rr to page 3.2 for guidelines. TypefaceOn business cards Gotham Medium is used for the cardholders name and title. On all brand stationery Gotham Medium is used for the hotel name appearing at the beginning of the address block, and Gotham Book is used for the address. PaperDoubletree business cards should be printed on Hilton Custom Neenah 130# cover. Letterhead should be printed on Hilton Custom Neenah 70# text. Do not mix and match paper stock for business cards and stationery. Always use the same paper in different wights (txt wight or lttrhao ano covr wight or business cards).BranchesThe Branches graphic should be used vertical in a screen of PMS 349 at 4%. Cardholders Name: Gotham Medium 8ptTitle: Gotham Book 7ptProperty Name: Gotham Medium 6ptAddress and Contact Information: Gotham Book 6pt3.5x23.375x2.1258.1Generic Stationery - 8.5x11 Personalized Stationery - 8.5x11Name: Gotham Medium 7ptTitle: Gotham Book 7ptProperty Name: Gotham Medium 7ptAddress and Contact Information: Gotham Book 7ptGraphic/Branches: 4% Screen of PMS 3498.2StationeryGeneric Stationery - A4 Personalized Stationery - A4Name: Gotham Medium 7ptTitle: Gotham Book 7ptProperty Name: Gotham Medium 7ptAddress and Contact Information: Gotham Book 7ptGraphic/Branches: 4% Screen of PMS 3498.3StationeryNote PadEmail Signature EnvelopesNote Padail Signature Envelopes Ema8.4StationeryFor email signature graphics, visit the Doubletree Onlin Toolkit (DOT) at www.ooubltrtoolkit.com. Log in using your CTYHOCN Code and property selected password.Colors and InksPaper StockPrinting Guidelines91 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral 7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact InformationColors and InksWhen printing any Doubletree brand communications, it is important to keep the color consistent. Using Pantone inks is recommended, however, color can still shift from press to press. Printers should be instructed to match color to the appropriate PMS coated color chips and to check for consistency of color throughout the press run. If printing in CMYK, use the color breakdowns recommended in this guide, but always instruct the printer to match as closely as possible to the PMS color equivalent.Paper StockBelow are the recommended weights for collateral, sales materials, and stationery. These are current stock specications, due to our sustainability efforts, we will be updating to recycled stock as appropriate through 2009.CollateralBathrobe Card: 110# Cover RecycledBreakfast Doorhanger: Coated Cover C1S 145# / .12 Brightness 90Breakfast Napkin: 1/6 fold 3-plyCARELINE Signage: Generic 100% Recycled treated 40 Mil PVCCheck-in Folder: .007 105# Luna MatteCleaned with CARE: 80# Cover RecycledCocktail Napkin: 1/4 fold 2-plyConserve to Preserve Card: 100% Recycled 24 Mil PVCDo Not Disturb Doorhanger: 15 Mil PVCForget Something Signage: 20 Mil PVCKey Card: 30 Mil PVCLuggage Tag: Mylar Reinforced White Stock w/ perforationTelephone Dialing Card: 0.02 Mil Vinyl with Vinyl overlayTray Removal Card: 80# Cover Recycled 9.1Notepads Panut/Mting Notpaos: 5C Vhit Opau Ost 3C RcycloMmo Not Paos: 5C Vhit Opau Ost C shts/pao 3C RcycloTlphon Notpaos: 5C Vhit Opau Ost C shts/paoSales CollateralBrochure: 80# Endeavor velvet cover 30% post-consumer recycled paperFact Sheet: 100# Endeavor velvet cover 30% post-consumer recycled paperPre-opening Postcards: 100# Endeavor velvet cover a 30% post-consumer recycledRack Card: 100# Endeavor velvet cover 30% post-consumer recycled paperSales Folder: 111# Endeavor velvet cover 30% post-consumer recycled paperStationery Business Cards: Hilton Custom Neenah 130# coverLetterhead: Hilton Custom Neenah 70# textEnvelopes: Hilton Custom Neenah 70# text9.2Target AudiencesDoubletree Web Copy StyleBest Practices for Web WritingOnline TypographyPromotional Titles & Display AdvertisingBranches & LeavesOnline Color Palette SpecicationsSeasonal Color Palette SpecicationsDoubletree Online101 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral 7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact InformationTarget AudiencesTo better understand our Guests needs and attitudes toward travel, we conducted customer segmentation research among travelers who stay with us and within our competitive set. This research identied three key segments of core Doubletree Guests: Jugglers and Connoisseurs, who are primarily our business travel Guests, and Penny-Wise Parents, a primarily leisure segment. The key needs of each segment outlined below guide us in our copy tone and offer approach for marketing communications.Communicating on the WebIn order to be effective in the online space, copy must be tailored appropriately for the target audience, maintain a consistent style and utilize best practices for the web. Refer to our messaging guidelines below: Messaging to the Juggler (Female and Male) Primary Personas Dsir gratr control ovr oay-to-oay li ano gratr prsonal / prossional balanc. Vants a strss-r, caring nvironmnt - a uality hotl xprinc that ncourags thm to rcharg ano prpar or whatever tomorrow has in store. Most rcptiv to straightorwaro, convrsational, bit-siz contnt. Vants rinorcmnt that nos will b mt by a company who cares. Rspono wll to ors, but not to sals pitchs. /voio th haro sll ano vrbos pros. Copy nos to talk, not shout. Messaging to the Connoisseur Secondary Persona Vants suprior accommooations that will mor than satisy basic nos. lnsists on impccabl srvic, uality amnitis, ano indulgences. Onlin copy shoulo b to th point, convrsational ano writtn or scanability. Prmium comorts ano aooo prks shoulo b communicato, but ton shoulo b short, simpl, sincr, ano smart - a balanc between information and inspiration.Messaging to the Penny-wise Parent Secondary Persona Vants gooo valu or mony, in a hotl that truly wlcoms chilorn. Onlin copy shoulo b rinoly, to th point, highlight th bnnt gaino, ano avoio markting spak. Don't giv thm any rasons to turn to competitors. Opportunitis to sav (rats, oals, packags, ano spcials) shoulo b prominntly aturo. Enticing ors with clar demonstration of value and calls to action will help win their business. 10.1Doubletree Web Copy StyleAs with brand images and colors, copy should be consistent and employ a standardized style throughout the entire web experience. Common copy elements include:> Puttons inoicating ruiro actions, such as GO, SUPMlT ano SEND shoulo b upprcaso Stanos out on th pag as a nxt-stp itm > Pag titls ar initial cappo (titl cas) without punctuation Hlps stablish contnt hirarchy > Doubletree headlines should be in sentence case with appropriate punctuation Communicats a rinoly convrsational styl, not shouting > Short haoings, such as Sarch or Spcials Nws & Upoats ano Hlpul Hints will b initial cappo /ssists in scanability > Tabs will be initial capped Calls attntion to tab unctionality > Short links such as Larn Mor will b initial cappo Stanos out a littl mor than booy copy without ylling at th raorBest Practices for Web WritingBe Brief - Omit unnecessary words.Use Active Voice - /ctiv voic (/ctor oos X to Ob|ct) is usually bttr than passiv voic (Ob|ct has X oon to it by /ctor). lt kps raors ngago. /ctiv voic (mor concis): Th gust booko at Doubltr. Passiv voic (mor woroy): Doubltr was th hotl booked by the guest.Stay Positive - lt is usually mor ctiv to writ a positiv statmnt (Do X) ovr a ngativ statmnt (/voio Y).Structure for Scanning - Put key words at the beginning of the sentence. Put the most important sentence at the beginning of the paragraph. And put the most important paragraph at the beginning of the page.Keep it Simple - Write in simple sentence structure.Be Clear - Jargon, esoteric terms and obscure references will confuse or irritate some readers.Use Bullets - Bullet points are easily scanned.Divide with Subheads - Subheads are useful for breaking up multiple paragraphs. They provide context and function as a handhold for the reader.Bold Key Words and Phrases - Bolded words will stand out. But use sparingly to maximize impact.10.2Online TypographyBody CopyVerdana Regular, 11pt .Used as system text for standard HTML pages and templates. On light backgrounds use a solid color from the approved color palette. Links Verdana Regular Underline, 11pt .Use the same point size as the body copy you are linking from. Us /LL C/PS or links. Links shoulo always b unorlino. Us an altrnativ solio color rom th approvo color paltt.Example: CLI CK HEREHeadlines & TypeGotham LightGotham Light 20pt. Used for in page headings. Can have vertical gradient applied. Gotham MediumGotham Medium 24pt. Used for top level inpage headings. Can have vertical gradient applied.Gotham Bold Haolin ont, uso sparingly to mphasis th big ioa mssag. To order Gotham online, go to: http://www.typography.com/fonts/ font_overview.php?productLineID=100008 10.3Promotional Titles & Display Advertising A mix of Gotham Light, Gotham Medium and Gotham Bold can be used to create an interesting lockup of type.Examples: ButtonsPrimarySecondaryTertiary10.4Branches & Leaves For branches with two or fewer leaves, each leaf must contain a vein. For branches with more than two leaves, solid leaves may be included for variety.10.5SagePMS 7494 CC41/M19/Y49/K0Online Color Palette SpecicationsMintPMS 579 CC26/M6/Y46/K0CreamPMS 7500 CC11/M11/Y29/K0ChocolatePMS 462 CC50/M59/Y83/K46LeafPMS 364 CC77/M32/Y100/K19Burnt OrangePMS 167 CC18/M80/Y100/K7ChocolatePMS 462 CC50/M59/Y83/K46AuberginePMS 511 CC60/M91/Y41/K33MidnightPMS 539 CC100/M77/Y46/K51PollenPMS 110 CC17/M31/Y100/K0BrickPMS 1805 CC22/M97/Y89/K13HoneyPMS 1245 CC22/M41/Y100/K0CranberryPMS 1815 CC32/M92/Y82/K39SapPMS 139 CC26/M58/Y100/K10CabernetPMS 497 CC48/M73/Y67/K56FernPMS 349 CC93/M33/Y92/K25BurgundyPMS 209 CC39/M90/Y57/K38SapPMS 139 CC26/M58/Y100/K10BlackC0/M0/Y0/K100WhiteC0/M0/Y0/K010.6Accent Color PalettePrimary Color PaletteWeb OnlySeasonal Color Palette Specications10.7Linear view of seasonal color palatteChristy CainSr. Manager- Graphics & IdentityDoubletree Brand Marketing9336 Civic Center DriveBeverly Hills, CA 90210Phone: 1-310-205-4095Fax: 1-310-205-7860christina.cain@hilton.comPamela NaumesSr. Manager Digital MarketingDoubletree Brand Marketing9336 Civic Center Drive Beverly Hills, CA 90210Phone: 1-310-205-7046Fax: 1-310-205-7860pamela.naumes@hilton.comContact Information111 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral 7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact Information