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Brand Identity
Sheraton's New Logo Guidelines
Sheraton Hotels & Resorts
Sheraton's New Print Advertising Guidelines
The identity of Sheraton is powerful and pervasive. With almost 400 properties in 72 countries, Sheraton is a globally recognized landmark of upscale hospitality and warm, attentive service. Starwood’s worldliest brand is an industry leader in its class. Discerning business and leisure travelers count on Sheraton to offer an environment of substantial comfort and confident style, unaffected by passing fads. They appreciate Sheraton’s consistency of excellence, whether their itineraries lead them to dynamic, cosmopolitan cities or palm-fringed shores.
Maintaining the visual integrity of the Sheraton brand is a key component of its ongoing success. A carefully developed graphic program provides a powerful set of creative tools for which Sheraton property owners, advertising affiliates and design associates will be able to build a consistent, strong brand identity. There’s a look to Sheraton. A fine-tuned style of communication that rewards everyone.
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starwoodarchive.com
Brand Logo
Sheraton Hotels & Resorts
The Sheraton logo is found on starwoodarchive.com. The Sheraton brand logo must always be reproduced exactly as specified in this graphics standards outline. The visual relationship between the S Crest, Sheraton logotype, and the tagline Hotels & Resorts, must be maintained exactly as they appear in the approved artwork and must not be altered or recreated in any way. There should always be a 50% space around the logo (so if the logo is 2” wide, the space around it is at least 1”).
If the logo is smaller than .55”, “Hotels & Resorts” is removed. The logo is never to be reproduced smaller than .2”.
Version 4.11.2003 Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
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Brand Logo Colors
Sheraton Hotels & Resorts
The Sheraton logo is found in the following colors on starwoodarchive.com.
Black
C M Y K
= = = =
Grey
Navy Blue
PMS 431
PMS 655
10 00 00 65
R = 102 G = 111 B = 116
Hex# 003267
C M Y K
=100 = 65 = 0 = 55
R = G = B =
Hex# 002F62
Royal Blue PMS 653
00 47 98
C M Y K
= 95 = 40 = 0 = 20
R = 0 G = 107 B = 167
Hex# 006BA7
White
The color and black logos may be used on colored backgrounds as long as there is suitable contrast for legibility.
Samples of the logos on backgounds where there is not suitable contrast for legibility.
The Sheraton logo prints legible all white on a dark background but not on a light background.
Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
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Improper Logo Usage The applications below represent unacceptable use of the Sheraton logo.
Do not change the the typefaces of the logo in any way. It must be used in its entirety off of starwoodarchive.com.
Do not use the logo in any color except colors specified. If it is a one color application, use the logo knocked out in white.
Hotels & Resorts Do not change scale of width or height of logo in any way. The logo should be scaled proportionately.
Do not use another font for any element of the logo type, including secondary copy.
Do not change the relationship of Sheraton to Hotels & Resorts. The logo must be re-scaled.
Do not recreate a brand bar from the individual brand logos. The proportions used on single brand applications and multibrand applications are different for visual continuity. When using more than one brand, use the approved brand bars available on starwoodarchive.com.
Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
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Major Colors
C M Y K
Navy Blue
Royal Blue
PMS 655
PMS 653
=100 = 65 = 0 = 55
R = G = B =
0 47 98
C M Y K
= 95 = 40 = 0 = 20
Hex# 002F62
Steel Blue PMS 542 C M Y K
R = 0 G = 107 B = 167
= 65 = 30 = 0 = 0
R = 89 G = 152 B = 201
Hex# 5998C9
Hex# 006BA7
Supporting Colors
C M Y K
Warm Grey
Cool Grey
PMS Warm Grey 9C
PMS 431
= 0 = 15 = 20 = 50
R = 149 G = 133 B = 121
C M Y K
= 10 = 0 = 0 = 65
Hex# 958579
Green PMS 336 C M Y K
R = 106 G = 117 B = 124
=100 = 0 = 60 = 45
R = 0 G = 110 B = 92
Hex# 006E5C
Hex# 6A757C
Accent Colors
Chartreuse
Red
Yellow Gold
PMS 390
PMS 1935
PMS 1215
C M Y K
= 30 = 0 = 90 = 0
R = 190 G = 215 B = 71
Hex# BED747
C M Y K
= 0 =100 = 70 = 15
R = 208 G = 18 B = 62
Hex# DO123E
C M Y K
= 0 R = 255 = 10 G = 227 = 55 B = 138 = 0 Hex# FFE38A
Pale Blue PMS 543 C M Y K
= 40 = 10 = 0 = 0
R = 143 G = 195 B = 234
Hex# 8FC3EA
Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
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Typography For the complete collateral guidelines, please contact Susan Gordon at 914.640.2672 or email
[email protected]. The typefaces for Sheraton collateral are Helvetica 25 UltraLight, Helvetica 35 Thin and Helvetica 45 Light, Mrs. Eaves italic and SheratonBold. To purchase Helvetica fonts, please visit: www.philsfonts.com or call 1 800 424 2977. To purchase Mrs. Eaves, please visit www.emigre.com or call 1.800.944.9021. SheratonBold is a custom font and is available in MAC format only on starwoodarchive.com.
Headline: Helvetica 25 Ultralight The typography style is upper and lowercase, -5 tracking, and at least 10 points larger than the body copy. Do not use this font for Sheraton collateral smaller than 20 points.
Aabcdefghijklmno pqrstuvwxyz Display Font 2: Sheraton Bold The typography style is upper and lowercase, -3 tracking, and at least 4 points larger than the body copy.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz $12345678910 display font 4: Mrs. Eaves italic The typography style is 10 tracking, and at least 4 points larger than the body copy. It is preferred to be all lowercase unless the beginning of a sentence or a proper noun. The italic face is the only font in the Mrs. Eaves family that is used in conjunction with Sheraton. This font should be used sparingly — one sentence per page.
abcdefghijklmnopqrstuvwxyz SUBHEAD 2: HELVETICA 35 THIN The typography style is 10 tracking and at least 6 points larger than the body copy. The preferred use is all caps.
ABCDEFGHIJKLMNOPQRSTUVWXYZ Subhead 2: Helvetica 75 Bold The typography style is upper and lowercase, 5 tracking, and the same size as the body copy. AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz $12345678910 Body Copy: Helvetica 35 Thin The typography style is upper and lowercase, 5 tracking, and no larger than 11 points. AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz $12345678910 Small Copy or legal: Helvetica 45 Light
The typography style is upper and lowercase, 5 tracking, and no larger than 7 points. AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz $12345678910
Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
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Typography Subhead — Pantone 390 Sheraton Bold
Subhead — Pantone 390 Sheraton Bold
EXAMPLE ONE
Headline — Pantone 653z Helvetica Neue 25 Ultra-light
Subhead — Pantone 653 Helvetica Neue 35 Thin
Subhead Style Helvetica Neue 75 Bold
Body Copy Style Helvetica Neue 35 Thin
Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
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Typography
EXAMPLE TWO
The Sheraton logo drops the Hotels & Resorts tagline when used 1" or smaller
Display Font Mrs. Eaves Italic
fdjskfjsk jfksdjdfsk fmdsjflsdfkdlsfkls klklfkos JSdsjkkJSdkfjf ofio kdlsfo jfka Fjkl jfklsjifofjklsj KL jKJFdiosdo
This is dummy copy this is dummy copy this is dummy copy this is dummy copy this is dummy copy.
Subhead Sheraton Bold. Can be used as a headline font for a very long headline.
This also is dummy copy. This is dummy copy and it goes on and on. It talks about Sheraton and how wonderful and friendly and warm Sheraton is. It is very cheerful copy. This is dummy copy and it goes on and on. It talks about Sheraton and how wonderful and friendly and warm Sheraton is. It is very cheerful copy. This is dummy copy and it goes on and on. It talks about Sheraton and how wonderful and friendly and warm Sheraton is. It is very cheerful copy. This is dummy copy and it goes on and on. It talks about Sheraton and how wonderful and friendly and warm
Display Font Mrs. Eaves, Italic. There is a cap as it is a sentence. This (and proper nouns) are the only time Mrs. Eaves is capped.
Sheraton is. It is very cheerful copy. This is dummy copy and it goes on and on. It talks about Sheraton and how wonderful and friendly and warm Sheraton is. It is very cheerful copy. This is dummy copy and it goes on and on. It talks about Sheraton. This is a caption
page number
Body Copy Helvetica Neue 35 Thin
Caption Helvetica Neue 35 Thin
Body Copy Helvetica Neue 35 Thin
Display Font Mrs. Eaves Italic
Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
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S Crest Words The S Crest may be used to form words. The word must begin with the letter S. The S crest cannot appear in the middle of a word. The word “Sheraton” may never be used as a word using the S Crest. Sheraton Bold is the only typeface that may be used in forming words with the Sheraton S Crest. It should only appear once on a page. The S Crest must be at least 65% bigger than its corresponding Sheraton logo. The S Crest can never appear on a page without the Sheraton Brand logo.
The type above the S Crest word is in Mrs. Eaves Italic, 10 tracking, lowercase, and starting to the left of the S Crest word. It is preferred that it is 75% smaller than the S Crest Word.
the Sheraton S Crest is
The type of the S Crest word should be kerned very tightly. The baseline of the word should be 20% up the S in the S Crest.
uper and fantastic It is preferred that the S Crest word appears in white on a dark background. The S and the Crest must be the same color. The S Crest must be at least 65% larger than the S Crest in the complimentary Sheraton logo. The type below the S Crest word is in Mrs. Eaves Italic, 10 tracking, lowercase, and starting vertically aligned with the third letter of the S Crest word, smaller than the Sheraton Bold type.
The Sheraton Brand logo must appear on the page with the S Crest word. It must be at least 65% smaller than the S crest. It is preferred to be in the bottom right corner.
Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
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S Crest Word
EXAMPLE ONE
®
Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
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S Crest Word
EXAMPLE TWO
Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
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Logo Applications Web Use Pixel width should not be smaller than 104 pixels. Sheraton.com should be used on all Sheraton brand communications with the Sheraton Hotels & Resorts logo. Property Specific communications should use the property url. Multibrand communication should use starwood.com. Do not use more than one url in communications.
Signage Please refer to the Sheraton Brand Page on StarwoodONE for signage guidelines.
Photography Complete photography guidelines are available on StarwoodONE under the photography tab on the Creative Services team page.
The black logo logo is used on a light colored photograph.
The knocked out logo is used on a dark colored photograph.
Do not use the color logo on color photography.
Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
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Print Advertising Logo Usage Guidelines for Advertising With the launch of the Let’s Spend the Night Together advertising campaign, we are introducing an additional Sheraton logo lock-up to be used for advertising and consumer promotion work.
All advertising and promotional advertisements now use the “Let’s Spend the Night Together” Sheraton logo lock-up.
Exception: When the headline reads, “Lets Spend the Night Together” The Sheraton Hotels & Resorts logo is used.
Something not perfect?
Just
ay
so.
The Sheraton Service Promise If you’re not entirely satisfied, we’ll take care of it. And we’ll make it up to you with an instant discount, points for our rewards program, even money back. And that’s a promise.
Call 800-325-3535 or your travel planner. Visit sheraton.com. Best rates, guaranteed.
“Let’s Spend the Night Together” by Jagger/Richards ©1967 Renewed ABKCO Music Inc. Service Promise applies to hotel services in the U.S. and Canada, excluding group transactions. Level of compensation is at the discretion of hotel management. © 2003 Starwood Hotels & Resorts Worldwide, Inc. All rights reserved.
Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
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Exception: When the headline reads, “Lets Spend the Night Together” The Sheraton Hotels & Resorts logo is used.
Let’s
pend the night The Sheraton Service Promise
together.
If you’re not entirely satisfied, we’ll take care of it. And we’ll make it up to you with an instant discount, points for our rewards program, even money back. And that’s a promise.
Call 800-325-3535 or your travel planner. Visit sheraton.com. Best rates, guaranteed.
“Let’s Spend the Night Together” by Jagger/Richards ©1967 Renewed ABKCO Music Inc. Service Promise applies to hotel services in the U.S. and Canada, excluding group transactions. Level of compensation is at the discretion of hotel management. © 2003 Starwood Hotels & Resorts Worldwide, Inc. All rights reserved.
Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email
[email protected].
