manual de identidad gráfica IHG by alex ramirez

November Issue 3.0 /June 2006 2009

Identity guidelines

IHG identity guidelines

Contents

Basic elements

1.0

Literature

4.0

Literature & Advertising - style

7.0

The IHG logo The IHG logo - colours and logo variants Typography - print based fonts Typography - Microsoft and web fonts Colour palette Colour palette (continued) Photography - corporate usage Photography - corporate usage (continued) Pattern library Using primary and secondary colours and pattern Tone of voice - the language we use Tone of voice - attitude Tone of voice - vocabulary Tone of voice - sentences

1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13 1.14

Corporate 6 column grid Annual report front cover Annual report inside spread Paper specification chart

4.1 4.2 4.3 4.4

PowerPoint and online applications

5.0

Brand architecture

2.0

Powerpoint -title slide Powerpoint - bullet point style Powerpoint -example layouts Online - logo treatment Online - colour palette Online - typography Online - grid Online - navigation Online - page examples

5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9

IHG brand architecture â&#x20AC;&#x201C; horizontal IHG brand architecture â&#x20AC;&#x201C; vertical

2.1 2.2

Signage

6.0

Stationery

3.0

Signage - entrance monolith Signage - window sign Signage - wall signs

6.1 6.2 6.3

Metric letterhead A4 Metric compliments slip Metric business card US letterhead US compliments slip US business card Metric deck sheet US deck sheet

3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8

How the world sees us Literature/Advertising - Colour usage Business - Travel & Leisure Business - Photography Investor - Photography Illustration style Literature - Page elements & layout Literature - Brand band Literature - Portrait covers Literature - further examples Literature - Alternative formats Literature - Sub-brands and third party logos Literature - Internal grids Literature - Internal spread Literature - Internal spread Literature - Internal spread - Landscape Literature - Internal spread - DL/leaflet Advertising - Page elements & layout Advertising - Brand band Advertising - Standard advertising Advertising - Alternative formats Advertising - Mono Advertising - Outdoor media

7.1 7.2 7.3 7.4 7.5 7.6 7.7 7.8 7.9 7.10 7.11 7.12 7.13 7.14 7.15 7.16 7.17 7.18 7.19 7.20 7.21 7.22 7.23

IHG identity guidelines

The IHG logo

1.1 The IHG logo is the signature of our new visual identity. It is a simple and future focused device designed to convey a sense of strength and confidence through its robust typography. It also communicates values of warmth, connection and humanity through its colour and distinctive overlapping letterforms.

Registered symbol The Registered (R) symbol version of the IHG logo is available for use where it is deemed appropriate by IHG local legal departments. As a rule of thumb, if the Registered symbol version of the previous logo was used on any collateral, then the Registered symbol version of the new logo should be used.

Please do not try and recreate the logo under any circumstance. The logo should always be reproduced from master artwork supplied. Descriptor The logo should always appear with its accompanying descriptor â&#x20AC;&#x2DC;InterContinental Hotels Groupâ&#x20AC;&#x2122;. Background colour It is recommended that the logo always appears on a white background. This will maintain its impact and legibility. Minimum sizes The logo should not be reproduced below the minimum size indicated. Where the logo needs to be reproduced below this size an alternative version may be used with the descriptor on two lines. Clearspace The logo should be protected at all times from any intruding graphic elements. Use the clearspace principles given as a minimum clear area for the logo to appear within.

Minimum sizes Minimum size for print using the standard one-line descriptor

20mm

Logo clearspaces Use this version with the descriptor on two lines, for logo sizes below 20mm and to a minimum size of 14mm

14mm

Standard logo clearspace, using the width of the I as the unit of distance

Two-line descriptor logo clearspace, using the width of the I as the unit of distance

IHG identity guidelines

The IHG logo - colours and logo variants

1.2 Logo colour variants available

The IHG logo should be reproduced in full colour wherever possible. It is designed to work best using either four colour process printing a pantone as specified. Its appearance, when correctly printed, and using the values given, represents the current colour standard for reproduction.

Full colour

Logo colour variants Where it is not practical to reproduce the logo in colour the logo may be reproduced in the mono variants shown. All logo versions must appear on a white background.

Mono Mango Pantone 1595

Logo web and screen colours See HEX colour breakdown as provided. 4 colour process The IHG logo printed in 4 colour actually only uses 3 of the process colours. Cyan is not used.

Greyscale

Pantone coated and uncoated inks Please remember to use the correct ink for the material being used.

The colours used are not to be used as Pantone colour matches. Please refer to a recent copy of Pantone colour specifier.

H/G

Text

4 colour process C0 M100 Y100 K10

4 colour process C0 M75 Y95 K7

4 colour process C0 M95 Y100 K20

4 colour process C0 M58 Y100 K6

4 colour process C0 M100 Y100 K10

Pantone is a registered trademark of Pantone Colour Inc.

Pantone 1795

Pantone 1595

Overprints Pantone Pantone 138 1595 and 138

Web HEX d74119

Web HEX e27023

Web HEX c5281c

Web HEX f26529

Web HEX d74119

RGB R178 G0 B26

RGB R193 G87 B36

RGB R165 G36 B26

RGB R204 G122 B26

RGB R178 G0 B26

Pantone 1795

Mono black

IHG identity guidelines

Typography - print based fonts

1.3 FS Clerkenwell is the IHG lead corporate typeface for conventional print applications. It has been chosen for its distinctive and highly legible qualities. It is used for both headings and text. FS Clerkenwell is available from Fontsmith in formats for both Macintosh and PC. Tel 0207 7401 8886 www.fontsmith.com Email info@fontsmith.com

Clerkenwell

Weights available

abcdefghijklmnop ABCDEFGHIJKLMNOP 1234567890

FF Din FF Din may be used to support FS Clerkenwell as a text typeface (i.e. not in headlines), particularly in circumstances where a lot of detailed and quite technical text is required. Example applications may be forms and reports. The font is available from www.faces.co.uk

FF Din

Weights available

abcdefghijklmnop

Light Regular Medium Bold

ABCDEFGHIJKLMNOP 1234567890

Light Regular Italic Bold

IHG identity guidelines

Typography - Microsoft and web fonts

1.4 Arial should be used for internally produced documents such as Microsoft Word, PowerPoint and Excel, and for html text online. N.B. Do not use Arial Black. If Arial Bold is not available use Regular and embolden. Georgia may be used for headings in web applications only. Only use the Regular weight of Georgia.

Arial

Weights available

abcdefghijklmnop

Regular Italic Bold or

ABCDEFGHIJKLMNOP

Regular emboldened

1234567890 Georgia

Available weight

abcdefghijklmnop

Regular

ABCDEFGHIJKLMNOP 1234567890

IHG identity guidelines

Colour palette

1.5 These palette colours should normally be used as graduated backgrounds in conjunction with the IHG pattern palette,

and for colouring headings and text. Please refer to page 1.10 Using pattern and colour for further guidance.

Primary palette These are the lead colours for the visual identity. Cherry and Mango relate directly to the colours in the logo. Raspberry and Plum have been added to create a team of four colours which provide warmth, depth and distinction to communication materials.

Cherry

Mango

Raspberry

Plum

4 colour process C0 M100 Y100 K10

4 colour process C0 M75 Y95 K7

4 colour process C13 M98 Y0 K0

4 colour process C52 M94 Y0 K0

Pantone Pantone 1795

Pantone Pantone 1595

Pantone Pantone 233

Pantone Pantone 254

Web HEX d74119

Web HEX e27023

Web HEX e4028c

Web HEX aa2d91

RGB R178 G0 B26

RGB R193 G87 B36

RGB R177 G0 B121

RGB R123 G44 B128

Lychee Please note: Do not create a gradient with a colour from the primary palette and one from the secondary palette. For further guidance how to use these colours, please refer to page 1.10 of the guidelines. Colour management When reproducing colours on a desktop printer, please ensure it is properly calibrated. The primary method of printing is using CMYK. Please refer to the calibration as identified.

Walnut

IHG identity guidelines

Colour palette (continued)

1.6

Secondary palette Cranberry, Pomegranate, Grape and Blackberry form a dark, rich supporting colour palette.

Cranberry

Pomegranate

Grape

Blackberry

Walnut is used for colouring text only. Lychee is used for flat coloured backgrounds only. This colour may be used at full value or as a tint. Please note: Do not create a gradient with a colour from the primary palette and one from the secondary palette. For further guidance how to use these colours, please refer to page 1.10 of the guidelines. Colour management When reproducing colours on a desktop printer, please ensure it is properly calibrated. The primary method of printing is using CMYK. Please refer to the calibration as identified.

4 colour process C0 M100 Y50 K28

4 colour process C0 M100 Y55 K44

4 colour process C45 M100 Y0 K32

4 colour process C64 M100 Y0 K35

Pantone Pantone 1945

Pantone Pantone 194

Pantone Pantone 249

Pantone Pantone 260

Web HEX a51140

Web HEX 97233f

Web HEX 752864

Web HEX 622567

RGB R152 G0 B62

RGB R129 G15 B50

RGB R102 G13 B94

RGB R78 G25 B93

Lychee

Walnut

4 colour process C0 M18 Y38 K0

4 colour process C0 M98 Y98 K60

Pantone Pantone 155

Pantone Pantone 1815

Web HEX ffe2b0

Web HEX 782327

RGB R243 G216 B171

RGB R104 G29 B21

Photography - corporate usage

IHG identity guidelines

1.7 The IHG style of photography is all about capturing moments of professionalism and experience in warm, informal and engaging ways.

Experience photography Experience photography is about capturing the moment. The style is reportage. When photographing people, the shot should look natural and not posed. People should appear unaware of the photographerâ&#x20AC;&#x2122;s presence and they should not need to look to camera. The shots should generally feel vibrant, dynamic and warm in colour and tone. Incorporating elements of branding in the shot can help to contextualise the setting when required, e.g. a sign seen behind the reception desk, a name badge on a member of staff.

Photography - corporate usage (continued)

IHG identity guidelines

1.8

Detail photography Detail photography is about capturing close ups of delightful detail which convey the care, personal touches and attention to detail which make individual IHG experiences memorable and unique. Shots should feel warm, with a strong sense of depth and colour.

Branded detail photography Branded detail photography is about capturing close ups of the hotel brands in context.

Iconic cut out photography Iconic objects are cut out of their original context, an IHG experience, and used on white backgrounds to draw focus to a particular point. For example, a rolled up newspaper could highlight â&#x20AC;&#x2DC;latest IHG newsâ&#x20AC;&#x2122; on the website.

IHG identity guidelines

Pattern library

1.9 Patterns of detail are used with the colour palette to create rich and distinctive backgrounds. The patterns shown here represent an initial library for use. Carpet

Curtain

Window

Tiling

Beading

Panel

Scaling patterns Do not scale up or crop closely into pattern artwork. If a larger pattern area is required, repeat the pattern so that the scale feels the same. Each pattern can be repeated to be as long or short as you wish. If a smaller pattern area is required do scale the pattern down so that the scale remains the same. To maintain the richness of detail in each pattern style be careful not to scale up or crop in closely to each one.

Do not crop closely into a pattern

Do not scale up a pattern to fit a given area. Repeat the pattern instead.

Do repeat a pattern to create a larger pattern

IHG identity guidelines

Using primary and secondary colours and pattern

1.10 This page illustrates how colours and patterns work together to create rich and distinctive backgrounds The patterns can either appear in any one of the four primary palette colours or in the two combinations of secondary colours as shown opposite. Each pattern is overlaid upon a graduated background. This graduated background should comprise of two palette colours blending into each other, one of which should be the same colour as that chosen for the pattern.

Primary colour palette permutations available Beading pattern with Cherry to Mango graduation

Beading pattern with Cherry to Raspberry graduation

Beading pattern with Cherry to Plum graduation

Beading pattern with Mango to Cherry graduation

Beadingo pattern with Mango to Raspberry graduation

Beading pattern with Mango to Plum graduation

Beading pattern with Raspberry to Cherry graduation

Beading pattern with Raspberry to Mango graduation

Beading pattern with Raspberry to Plum graduation

Beading pattern with Plum to Cherry graduation

Beading pattern with Plum to Mango graduation

Beading pattern with Plum to Raspberry graduation

The effect created is a pattern blending into its own background colour. The start and finish of the graduation will be determined by individual requirements. The coloured squares illustrate all the permutations available

Secondary colour palette permutations available Beading pattern with Cranberry to Pomegranate graduation

Beading pattern with Pomegranate to Cranberry graduation

Beading pattern with Grape to Blackberry graduation

Beading pattern with Blackberry to Grape graduation

Tone of voice – the language we use

IHG identity guidelines

1.11 IHG's brand is warm, engaging and confident for all the right reasons. To match it, the language we use should be clear, engaging and natural.

IHG’s tone of voice supports all the values of Winning Ways, especially our aspiration to AIM HIGHER.

• We are simple and clear, but never patronising • We use engaging and direct language, avoiding jargon and clichés • All our copy should be as easy to read on a website as it is in print Pages 1.12 – 1.14 outlines the ways we can put the IHG tone of voice into practice. We can group these writing elements into three main areas: attitude, vocabulary and sentences.

IHG identity guidelines

Tone of voice - attitude

1.12 How you write says something about you and your attitude to your readers. Use 'you' and 'we'

Ask questions

Refer to your reader as 'you' and IHG as 'we'. It is open, friendly and builds up a relationship.

It's a good way of showing that you are interested in what other people have to say.

Don’t use

Use

Don’t use

Use

Contact details are listed below.

You'll find our contact details listed below.

There's some information about hotels here.

Are you looking for a hotel?

The company is committed to Social Responsibility.

We are committed to Social Responsibility.

Demonstrate through example Cut out exaggeration

Don't be vague – write precisely and back up your statements with evidence.

Hyperbole – exaggerating, overstating, or using too many adjectives – suggests a lack of confidence or even that you have something to hide. Have confidence in what you have to say and write clearly.

Be consistent

Don’t use

Use

Consistency gives confidence. Your statements, spelling and formatting should all be consistent.

Our unique breakfast makes all that travelling worthwhile with our fantastic exclusive BreakfastCroissant . And it's FREE.

Our complimentary breakfasts make travelling worthwhile. Choose from a range of croissants, pastries and cereals.

Write in the active voice It's specific, direct and authoritative – it shows that you're doing things and taking responsibility. Don’t use

Use

This problem will be sorted out.

I will sort out this problem.

Hotels were opened in ten different countries.

We opened hotels in ten different countries.

IHG identity guidelines

Tone of voice - vocabulary

1.13 This page shows some on brand and off brand vocabulary examples.

Use everyday words Keep language simple – start thinking of writing as a conversation and write as you speak. Simple language doesn’t dumb down or sell short, it’s just the most effective and engaging way of communicating.

Don’t use

Use

Don't use clichés

utilise

use

Use of clichés suggests you don't have anything to say and makes it hard to differentiate you from your competitors.

our offering

we offer

commence

start

assistance

Don’t use

Use

help

solutions

require

need

cutting edge

possesses

has

ground breaking

Omit words like these or find a more straightforward way to say what you mean

world class

Cut out jargon Jargon – of all kinds – can make you look pompous or evasive.

Contractions are ok Don’t use

Use

Guests who move up and down the brand ladder according to their travel priorities will find a hotel to fulfil their needs from within our portfolio.

No matter what type of hotel you’re looking for, we'll have one that’s right for you.

It’s fine to use contractions such as we’re, we’ll, you’ve. But it’s not compulsory, and may be better avoided in more formal documents.

Acronyms Don't use acronyms without making it clear what they mean. The first time you use such a term on a website page, spell it out in full with the acronym in brackets. If acronyms are very common and you can be sure that people will understand them, they don't need to be spelled out eg IHG, BBC. But if in doubt, spell it out.

Avoid marketing speak Marketing-speak alienates your reader and obscures what it is that you really have to offer. Heavy capitalisation and lots of trademark symbols make copy awkward to read and suggest an inward-facing, defensive attitude. Use

Don’t use Holiday Inn Express SimplySmart launches across more than 1,300 properties to enhance guests’ overall bath experience. TM

We’ve introduced some new features to make sure that having a bath at Holiday Inn Express is always a great experience. We’re calling it SimplySmart – and you’ll find it in more than 1,300 of our hotels.

Go for UK English over American English This affects not only the vocabulary you use but the style too – American business writing tends to be more formal. While you do need to follow one style consistently, try to avoid using words that are spelled differently (if you have a natural-sounding alternative) so that your writing remains as inclusive as possible.

IHG identity guidelines

Tone of voice - sentences

1.14 Make it easy for your reader to understand what you're talking about.

Use short sentences

Keep paragraphs short

Short sentences are easy to follow and get your point across.

Short paragraphs are easier to read online – one or two sentences are enough.

Get rid of extraneous words and phrases Don't pad out your sentences with rhetorical flourishes and longwinded expressions. They're pompous, get in the way of your meaning and suggest that you're not sure what you're talking about. If you can cut something out, do so. Don’t use

Use

in the event that

subsequent to

after

despite the fact that

although

in respect of

about

Avoid conjunctions at the beginning of a sentence Don't start a sentence with ‘and’ or ‘but’ – this interrupts the flow of text and can lead to short, jerky sentences.

Break up your text Bullet points, subheadings, short paragraphs and picking out key words in bold text make it easy for people to scan your text online.

Watch out for multiple clauses Don't make your reader work to unpick your meaning. Keep to one idea per sentence. If clauses are building up, try several short sentences instead of one involved one.

IHG identity guidelines

Brand architecture

2.0

IHG Brand architecture â&#x20AC;&#x201C; horizontal

IHG identity guidelines

2.1 This page gives a size relationship principle when using other colour or black and white brands with the IHG logo.

Generally the height of the additional logos should be no more than 50% the height of the IHG logo.

50% of x

This is the preferred orientation and should be used whenever possible.

IHG identity guidelines

IHG Brand architecture â&#x20AC;&#x201C; vertical

2.2

x 50% of x

This alternative orientation can be used when horizontal space is limited. The other brand logos should be aligned on the left hand edge of the IHG logo.

50% of x

This page gives a size relationship principle when using other full colour or black and white brands with the IHG logo. Generally the height of the additional logos should be no more than 50% the height of the IHG logo.

IHG identity guidelines

Stationery

3.0

IHG identity guidelines

Metric letterhead A4

3.1 158.5

210 x 297mm A: IHG logo Logo prints in full colour using the Pantone colours as specified.

A 22.5

B: Address and Telephone information Clerkenwell Light, 8/10pt, ranged left, upper and lowercase. Prints in Black.

Broadwater Park Denham Buckinghamshire UB9 5HR United Kingdom Switchboard +44 (0) 1895 512 000 General fax +44 (0) 1895 512 101 www.ihg.com

C: Legal details Clerkenwell Light, 6/8pt, ranged left, upper and lowercase. Prints in Pantone Cool Gray 9. D: Brand portfolio logos Positioned and arranged as shown. Prints in Pantone Cool Gray 9.

Please note: When choosing suitable paper stock refer to page 4.4 for guidance.

C InterContinental Hotels Group PLC Registered in England No. 5134420 Registered Office: Broadwater Park, Denham, Buckinghamshire UB9 5HR

Shown at 50% of actual size

IHG identity guidelines

Metric compliments slip

3.2 210 x 99mm

158.5

A: IHG logo Logo prints in full colour using the Pantone colours as specified.

With compliments D A

B: Address and Telephone information Clerkenwell Light, 8/10pt, ranged left, upper and lowercase. Prints in Black. C: Brand portfolio logos Positioned and arranged as shown. Prints in Pantone Cool Gray .

Please note: When choosing suitable paper stock refer to page 4.4 for guidance.

Broadwater Park Denham Buckinghamshire UB9 5HR United Kingdom Switchboard +44 (0) 1895 512 000 General fax +44 (0) 1895 512 101 www.ihg.com

D: With compliments Clerkenwell Regular. 18pt, upper and lowercase. Prints in Black.

Shown at 50% of actual size

IHG identity guidelines

Business card - Senior executives

3.3 47.5

85 x 55mm B C

John Smith Sales Manager

Business card front

37.5

A: IHG logo Logo prints in full colour using the Pantone colours as specified plus spot uv varnish on the logo.

B: Name Clerkenwell Regular, 10pt, ranged left, upper and lowercase. Prints in Black.

Broadwater Park, Denham Buckinghamshire UB9 5HR United Kingdom www.ihg.com

C: Title Clerkenwell Light, 8pt, ranged left, upper and lowercase. Positioned 9pts below name. Prints in Black.

Business card front 5

D: Address and Telephone information Clerkenwell Light, 7/8.5pt, ranged left, upper and lowercase. Prints in Black. If further lines of the address are required, please maintain the baseline and build upwards.

Switchboard +44 (0) 1895 512 000 General fax +44 (0) 1895 512 101 Direct fax +44 (0) 1895 512 101 andrew.smith@ihg.com

Michael Jones

Business card reverse

Opton 1-B: Dual language Guidelines is specified in metric business card section 3.3.3

Opton 1-A: Brand portfolio logos Positioned and arranged as shown. Prints in Pantone Cool Gray 9. 5

Option 1-B

Material: 400gsm Claro Gloss.

Option 1-A

Business card back

IHG identity guidelines

Business card - executives

3.3.1 47.5

37.5

85 x 55mm B C

John Smith Sales Manager

Business card front A: IHG logo Logo prints in full colour using either the Pantone colours or CMYK as specified depending upon litho or digital printing.

B: Name Clerkenwell Regular, 10pt, ranged left, upper and lowercase. Prints in Black.

Broadwater Park, Denham Buckinghamshire UB9 5HR United Kingdom www.ihg.com

C: Title Clerkenwell Light, 8pt, ranged left, upper and lowercase. Positioned 9pts below name. Prints in Black.

Business card front 5

Switchboard +44 (0) 1895 512 000 General fax +44 (0) 1895 512 101 Direct fax +44 (0) 1895 512 101 andrew.smith@ihg.com

Michael Jones

Business card reverse

Opton 1-B: Dual language Guidelines is specified in metric business card section 3.3.3

Opton 1-A: Brand portfolio logos Positioned and arranged as shown. Prints in Pantone Cool Gray 9. 5

Option 1-B

Material: Option 1- 400gsm Claro Gloss. Option 2- Conqueror Smooth CX22 Diamond white.

Option 1-A

Business card reverse

IHG identity guidelines

Metric business card

3.3.2 85 x 55mm

47.5

37.5

Business card front

C: Title and Department Clerkenwell Light, 8/9pt, ranged left, upper and lowercase. Prints in Black.

Joe Jones

A: IHG logo Logo prints in full colour using either the Pantone colours or CMYK as specified depending upon litho or digital printing. B: Name Clerkenwell Regular, 10pt, ranged left, upper and lowercase. Prints in Black.

E: Address and Telephone information Clerkenwell Light, 7/8.5pt, ranged left, upper and lowercase. Prints in Black.

D: Corporate Name and Region Clerkenwell Regular, 7/8.5pt, ranged left, upper lowercase. Prints in Black. 5

Business card front

If further lines of the address are required, please maintain the baseline and build upwards. Business card reverse A: Brand portfolio logos Positioned and arranged as shown. Prints in Black 50%.

A 5

Please note: When choosing suitable paper stock, refer to page 4.4 for guidance.

Business card reverse Shown actual size

IHG identity guidelines

Metric business card - dual language For use in China

37.5

Business card front A: IHG logo Logo prints in full colour using the Process colours as specified. B: Name ST Heiti Regular (

B C

Regular), 9.5pt, ranged left. Prints in Black.

C: Title and Department Light), 7.5/9.5pt, ranged left. Prints in Black. ST Heiti Light ( D: Corporate Name and Region ST Heiti Regular, 6.5/8.5pt, ranged left. Prints in Black.

D F E E

E: Address Clerkenwell Light, 7/8.5pt, ranged left, upper and lowercase. Prints in Black. F: Contact information Description in Chinese, ST Heiti Regular, 6.5/8.5pt, ranged left. Numbers in Clerkenwell Light, 7/8.5pt, ranged left. Prints in Black.

If further lines of the address and contact information are required, please maintain the baseline and build upwards.

Business card front

Those who work in China or travel regularly there should have a set of business cards printed in this format. For those who travel on an infrequent basis, the use of old style business cards is acceptable for the next 12-18 months.

47.5

To be sensitive to these issues, the use of Cherry as the colour for lettering on Business Cards in China has been changed to Black. The logo and wording of InterContinental Hotels Group as part of the logo are unaffected by this.

85 x 55mm

There are two issues which have particularly affected the design of business cards for China. Firstly, red has negative connotations when writing a personal name in China. Secondly, business people in China place a great deal of importance on the treatment of business cards generally.

3.3.3

Michael Jones

Business card reverse A: Name, Title, Address and Telephone information Guidelines as specfied in Metric business card, Section 3.3.2. Prints in Black.

B: Brand portfolio logos Positioned and arranged as shown. Prints in Black 50%. 11

B 5

Please note: When choosing suitable paper stock, refer to page 4.5 for guidance.

Business card back Shown actual size

IHG identity guidelines

Metric business card - dual language For use in Japan

3.3.4

There are two issues which have particularly affected the design of business cards for Japan. Firstly, red has negative connotations when writing a personal name in Japan. Secondly, business people in Japan place a great deal of importance on the treatment of business cards generally.

85 x 55mm

To be sensitive to these issues, the use of Cherry as the colour for lettering on Business Cards in Japan has been changed to Black. The logo and wording of InterContinental Hotels Group as part of the logo are unaffected by this.

C: Title and Department Pro W3), 7/9pt; Text in Japanese, Hirogino Kaku Gothic Pro W3 ( symbols and punctuations in Clarkenwell Light 8/9pt, ranged left. Prints in Black.

37.5

Business card front A: IHG logo Logo prints in full colour using the Process colours as specified. B: Name Hirogino Kaku Gothic Pro W6 ( Prints in Black.

B C

Pro W6), 9pt, ranged left.

E E

D: Corporate Name and Region Hirogino Kaku Gothic Pro W6, 6/8.5pt, ranged left. Prints in Black. E: Address Clerkenwell Light, 7/8.5pt, ranged left, upper and lowercase. Prints in Black.

F: Contact information Description in Japanese, Hirogino Kaku Gothic Pro W3, 6/8.5pt, ranged left. Numbers in Clerkenwell Light, 7/8.5pt, ranged left. Prints in Black.

Business card front

Those who work in Japan or travel regularly there should have a set of business cards printed in this format. For those who travel on an infrequent basis, the use of old style business cards is acceptable for the next 12-18 months

47.5

David Jones

If further lines of the address and contact information are required, please maintain the baseline and build upwards. A

Business card reverse A: Name, Title, Address and Telephone information Guidelines as specfied in Metric business card, Section 3.3.1. Prints in Black. 11

B: Brand portfolio logos Positioned and arranged as shown. Prints in Black 50%. B

Please note: When choosing suitable paper stock, refer to page 4.5 for guidance.

Business card back Shown actual size

IHG identity guidelines

Metric business card - dual language For use in Korea

3.3.5

There are two issues which have particularly affected the design of business cards for Korea. Firstly, red has negative connotations when writing a personal name in Korea. Secondly, business people in Korea place a great deal of importance on the treatment of business cards generally.

85 x 55mm

To be sensitive to these issues, the use of Cherry as the colour for lettering on Business Cards in Korea has been changed to Black. The logo and wording of InterContinental Hotels Group as part of the logo are unaffected by this.

C: Title and Department ), 8/9.5pt; Text in Korean, Apple Gothic Regular (Apple Gothic symbols and punctuations in Clarkenwell Light 8/9.5pt, ranged left. Prints in Black

37.5

Business card front A: IHG logo Logo prints in full colour using the Process colours as specified. B: Name Apple Gothic Regular (Apple Gothic ranged left. Prints in Black.

B C

), 10pt, text stroke 0.3pt,

E E

D: Corporate Name and Region Apple Gothic Regular, 6.5/8.5pt, text stroke 0.2pt, ranged left. Print in Black E: Address Clerkenwell Light, 7/8.5pt, ranged left, upper and lowercase. Prints in Black.

F: Contact information Description in Korean, Apple Gothic Regular, 6.5/8.5pt, ranged left. Numbers in Clerkenwell Light, 7/8.5pt, ranged left. Prints in Black.

Business card front

Those who work in Korea or travel regularly there should have a set of business cards printed in this format. For those who travel on an infrequent basis, the use of old style business cards is acceptable for the next 12-18 months.

47.5

David Smith

If further lines of the address and contact information are required, please maintain the baseline and build upwards. A

Business card reverse A: Name, Title, Address and Telephone information Guidelines as specfied in Metric business card, Section 3.3.1. Prints in Black. 11

B: Brand portfolio logos Positioned and arranged as shown. Prints in Black 50%. B

Please note: When choosing suitable paper stock, refer to page 4.5 for guidance.

Business card back Shown actual size

IHG identity guidelines

Metric business card - dual language For use in Thailand

37.5

Business card front A: IHG logo Logo prints in full colour using the Process colours as specified.

B C

B: Name Thonburi Regular, 10pt, ranged left. Prints in Black. C: Title and Department Silom Regular, 8/10pt, ranged left; symbols and punctuations in Clarkenwell Light 8/9.5pt, ranged left. Prints in Black D: Corporate Name and Region Clerkenwell Regular, 7/8.5pt, ranged left, upper and lowercase. Prints in Black. E: Address Silom Regular, 7/8.5pt, ranged left. Numbers in Clerkenwell Light, 7/8.5pt, ranged left. Prints in Black.

D F E E

F: Contact information Description in Thai, Silom Regular, 7/8.5pt, ranged left. Numbers in Clerkenwell Light, 7/8.5pt, ranged left. Prints in Black.

Business card front

Those who work in Thailand or travel regularly there should have a set of business cards printed in this format. For those who travel on an infrequent basis, the use of old style business cards is acceptable for the next 12-18 months.

47.5

To be sensitive to these issues, the use of Cherry as the colour for lettering on Business Cards in Thailand has been changed to Black. The logo and wording of InterContinental Hotels Group as part of the logo are unaffected by this.

85 x 55mm

There are two issues which have particularly affected the design of business cards for Thailand. Firstly, red has negative connotations when writing a personal name in Thailand. Secondly, business people in Thailand place a great deal of importance on the treatment of business cards generally.

3.3.6

Mark Jones

If further lines of the address and contact information are required, please maintain the baseline and build upwards. A

Business card reverse A: Name, Title, Address and Telephone information Guidelines as specfied in Metric business card, Section 3.3.1. Prints in Black. 11

B: Brand portfolio logos Positioned and arranged as shown. Prints in Black 50%. B

Please note: When choosing suitable paper stock, refer to page 4.5 for guidance.

Business card back Shown actual size

IHG identity guidelines

US letterhead

3.4 212.5 x 275mm

158

A: IHG logo Logo prints in full colour using the Pantone colours as specified. A

B: Address and Telephone information Clerkenwell Light, 8/10pt, ranged left, upper and lowercase. Prints in Black.

C: Legal details Clerkenwell Light, 6/8pt, ranged left, upper and lowercase. Prints in Pantone Cool Gray 9.

Three Ravinia Drive Suite 100 Atlanta, GA 30346-2149 Switchboard (770) 604-2000 General fax (770) 604-1922 www.ihg.com

D: Brand portfolio logos Positioned and arranged as shown. Prints in Pantone Cool Gray 9.

C Six Continents Hotels, Inc. A member of the InterContinental Hotels Group

18.5

Please note: When choosing suitable paper stock refer to page 4.4 for guidance.

Shown at 50% of actual size 22.5

IHG identity guidelines

US compliments slip

3.5 212.5 x 99mm

158

A: IHG logo Logo prints in full colour using the Pantone colours as specified.

30.5

With compliments

66.5

B: Address and Telephone information Clerkenwell Light, 8/10pt, ranged left, upper and lowercase. Prints Black. C: Brand portfolio logos Positioned and arranged as shown. Prints in Pantone Cool Gray 9.

Please note: When choosing suitable paper stock refer to page 4.4 for guidance.

Switchboard (770) 604-2000 General fax (770) 604-1922 www.ihg.com

9.5

D: With compliments Clerkenwell Regular. 18pt, upper and lowercase. Prints in Black.

Three Ravinia Drive Suite 100 Atlanta, GA 30346-2149

12.5

Shown at 50% of actual size

IHG identity guidelines

US business card

3.6 87.5 x 50mm

Business card front B

John Smith

Sales Manager

B: Name Clerkenwell Regular, 10pt, ranged left, upper and lowercase. Prints in Black.

Three Ravinia Drive Suite 100 Atlanta, GA 30346-2149 www.ihg.com

Switchboard (770) 604-2000 General fax (770) 604-1922 Direct fax (770) 000-0000 andrew.smith@ihg.com 4

C: Title Clerkenwell Light, 8pt, ranged left, upper and lowercase. Positioned 9pts below name. Prints in Black. D: Address and Telephone information Clerkenwell Light, 7/8.5pt, ranged left, upper and lowercase. Prints in Black. If further lines of the address are required, please maintain the baseline and build upwards.

A: IHG logo Logo prints in full colour using the Pantone colours as specified.

37.5

4.5

Business card front

Business card reverse A: Brand portfolio logos Positioned and arranged as shown. Prints in Pantone Cool Gray 9.

4.5

Business card back

Please note: When choosing suitable paper stock refer to page 4.5 for guidance.

Shown actual size

IHG identity guidelines

Metric deck sheet

3.7 297 x 210mm A: IHG logo Logo prints in full colour using the Pantone colours as specified.

A 11

IHG identity guidelines

US deck sheet

3.8 212.5 x 275mm A: IHG logo Logo prints in full colour using the Pantone colours as specified.

A 11

IHG identity guidelines

Literature

4.0

IHG identity guidelines

Literature - corporate 6 column grid

4.1 17.5

This six column grid can be used as a basis for all literature and printed materials.

210 x 297mm A: Border B: Gutter width C: Column width

Shown at 50% of actual size

IHG identity guidelines

Literature - annual report front cover

4.2 40

158.5

All literature covers should be clean, simple and engaging. 210 x 99mm A: IHG logo Logo prints in full colour.

B: Annual report title Clerkenwell Light, 18/21pt, ranged left, upper and lowercase. Prints in IHG Cherry.

Annual review and summary financial statements 2006

C: Headline Clerkenwell Light, 40/44pt, ranged left, upper and lowercase. Reversed out. D: Cover photograph The cover shot successfully captures a moment of professionalism. It is candid and warm in colour and tone. Photography can be full bleed.

Please note: When choosing suitable paper stock refer to page 4.4 for guidance.

seeing the world through your eyes Shown at 50% of actual size

IHG identity guidelines

Literature - annual report inside spread

4.3 Inside spreads are clean and simple with plenty of white space. Vertical coloured patterned strips can be used to create section dividers.

B C

210 x 99mm A: Intro paragraphs Clerkenwell Light, 18/21pt, ranged left, upper and lowercase. Prints in IHG Cherry. B: Body copy Clerkenwell Light, 40/44pt, ranged left, upper and lowercase. C: Photography Photography on spreads can be cut out or in boxes. D: Section strips These strips can use any colour from the colour palette. Other elements on the page such as type and blocks of colour should match the coloured strip.

Please note: When choosing suitable paper stock refer to page 4.4 for guidance.

Shown at 25% of actual size

IHG identity guidelines

Literature - paper specification chart

4.4 This paper specification chart should be used as a guide when producing any printed material .

UNCOATED

COATED

Preferred

US Alternate

Preferred

Alternate

US Preferred

US Alternate

Conqueror Smooth CX22 Diamond White

Mohawk Superfine Ultrawhite Smooth

Stora Enso LumaPress Silk

UPM Finesse 300 Silk

Stora Enso Centura Dull

Zanders Ikono Dull Satin

80 g/m2

100 g/m2

300/m

80 txt

80 cvr

130 cvr

150 g/m2

270 g/m2

150 g/m2

270 g/m2

100 txt

Business Cards

100 txt

111 cvr

WEIGHT CONVERSION (lbs. to g/m2 )

Envelopes

APPLICATIONS

111 cvr

Letterhead / Continuation Forms

118 g/m 2

100 lb. txt =

148 g/m 2

80 lb. cv

216 g/m 2

ID Cards

100 lb. cv

270 g/m 2

Brochures (Exterior)

111 lb. cv

300 g/m 2

Brochures (Interior)

130 lb. cv

352 g/m 2

Presentation Folders

cv = cover

80 lb. txt

Compliments Slips Message Pads / Forms Visitor Passes

All white paper stock chosen, coated or uncoated, should be the most brilliant, balanced white within the paper line.

Go to the following links for paper supplier information: http://www.conquer.com http://www..mohawkpaper.com http://www.storaenso.com http://www.upmfinesse.com http://www.zanders.com

txt = text

IHG identity guidelines

PowerPoint and online applications

5.0

IHG identity guidelines

PowerPoint - title slide

5.1

77 90

The warmth and dynamism of the IHG PowerPoint style is expressed through a range of colours and patterns, some of which are shown here. For more information see section 1.0. 190.5 x 254mm

Title of Presentation 9

A: IHG logo Logo must always appear in the bottom left hand corner in full colour.

Date of Presentation

B: Title of presentation Georgia Regular, 26/31pt, ranged left, upper and lowercase. Reversed out, white. C: Date of presentation Georgia Regular, 14/15pt, ranged left, upper and lowercase. Reversed out, white.

E: Panel Positioned with a 5mm border as shown. There are a number of variations in colour and texture that may be used, some of these are shown here.

D: Brand portfolio logos Positioned and arranged as shown. Prints in Pantone Cool Gray 9 (or 50% black).

178

IHG identity guidelines

Powerpoint - bullet point style

5.2 5

190.5 x 254mm 25

B: Title of page Georgia regular, 20pt, ranged left, upper and lowercase. Reversed out, white.

C: Text Arial 15pt/24pt, ranged left, upper and lowercase. Colour, Walnut (Pantone 1815). Bullet point colour, Mango (Pantone 1595).

Title of Page

A: IHG logo Logo must always appear in the bottom right hand corner in full colour.

• Lorem ipsum dolor sit amet consectetuer adipiscing elit. • Sed auctor rhoncus tellus. Etiam mi nunc lobortis aliquam. • At consequat id facilisis quis ligula donec sagittis elementum nibh. • Nulla sollicitudin mauris ut eros. Maecenas eu pede.

Walnut

Fusce nulla est fringilla vel gravida. • Sit amet venenatis ut orci lorem ipsum dolor sit amet,

D: Sub text Arial 13pt/24pt, ranged left, upper and lowercase. Colour, Mango (Pantone 1595).

consectetuer adipiscing elit. • Phasellus sollicitudin purus id rutrum porta mi placerat magna,

E: Panel Positioned with a 5mm border as shown. There are a number of variations in colour and texture that may be used for panels.

id iaculis lacus purus quis massa. D

– Nullam nonummy ornare risus morbi vel felis a metus pulvinar consequat. – Lobortis a auctor nec neque sed sollicitudin convallis leo, maecenas orci pede tempor.

9 5

1 30

IHG identity guidelines

Powerpoint - example layouts

5.3

Title of Page

Titleof ofPage Page Title Sub title Lorem ipsum dolor sit amet consectetuer adipiscing elit. Sed auctor rhoncus tellus. At consequat id facilisis quis ligula donec sagittis elementum nibh. Nulla sollicitudin orci lorem ipsum dolor sit amet consectetuer adipiscing sollicitudin purus. Adipiscing elit. Sed auctor rhoncus tellus. Consequat id facilisis quis ligula donec duim Sagittis elementum nibh. Orci lorem ipsum dolor sit amet dium eta adipiscing sollicitudin eta dium purus.

Sub title for pie chart 1

2006 ££ millions

Shown here are examples of other PowerPoint pages .

2004

2005

Consequat id facilisis quis ligula donec duim Sagittis elementum nibh. Orci lorem ipsum dolor sit amet dium eta adipiscing sollicitudin eta dium purus.

2004 key one

key one

key two

key three

Lorem ipsum dolor sit amet consectetuer adipiscing elit. Sed auctor rhoncus tellus. At consequat id facilisis quis ligula donec Sagittis elementum nibh orci lorem ipsum dolor sit amet dium etaadipiscing sollicitudin purus

1 32

Title of Page

Sub title

Adipiscing elit. Sed auctor rhoncus tellus. Consequat id facilisis quis ligula donec duim Sagittis elementum nibh. Orci lorem ipsum dolor sit amet dium eta adipiscing sollicitudin eta dium purus.

• Lorem ipsum dolor sit amet consectetuer adipiscing elit. Sed auctor rhoncus tellus. • At consequat id facilisis quis ligula donec • Sagittis elementum nibh. • Orci lorem ipsum dolor sit amet dium eta adipiscing sollicitudin purus.

Sub title

1 2

IHG identity guidelines

Online - logo treatment

5.4 IHG logo When applying the IHG logo always observe the rules regarding the minimum size and the exclusion zone. The logo is placed in a consistent postion throught the web site and is a direct link to the home page.

41 pixels

Full colour 18

46 pixels

66 pixels

Exclusion zone

143 pixels

Minimum size

Logo positioning is consistent throughout the corporate web site and is a direct link to the home page.

IHG identity guidelines

Online - colour palette

5.5 Web site colour Shown here are the web safe colour palettes for online use.

Primary palette

Cherry

Mango

Raspberry

Plum

HEX d74119

HEX e27023

HEX e4028c

HEX aa2d91

Secondary palette

Cranberry

Pomegranate Grape

Blackberry

HEX a51140

HEX 97233f

HEX 622567

HEX 752864

Tertiary palette

Walnut HEX 782327

Lychee 1

Lychee 2

HEX ffe2b0

HEX ffefd3

Lychee 3 HEX ff7e9

IHG identity guidelines

Online - typography

5.6 Typography FS Clerkenwell is the core corporate font and where possible uses different weights and sizes to give specific words a highlighted feel and to bring more power to the copy. Georgia Regular is the additional font that may be used online. This font may be used for headings - it provides visual emphasis and allows the main corporate font to be devoted to key messages and not have its impact diluted. - FS Clerkenwell is the core font and used for key messages - Body copy should be set in Arial or Verdana - Georgia Regular should be used for headings to give visual emphasis.

Graphic font

System fonts

FS Clerkenwell

Arial

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Verdana abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Georgia Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

IHG identity guidelines

Online - grid

5.7 Section home page

Section home page

Internal content page

Used to support the central image and message area.

Used to promote the Explore stories supporting IHGâ&#x20AC;&#x2122;s Winning Ways.

Used, as required, for relevant, high-profile content advertising, but not in all cases.

Online grids The grid system opposite demonstrates the flexibility that can be achieved when designing web pages. The orange column shows an extended page layout which can accommodate extra non-essential content. This extra information will be visible on screens of 1024 by 768 pixel resolution ( 71% of monitors).

Grid

800 px viewable area

The grid allows us to create simple and complex layouts within a recognisable IHG framework.

1024 px viewable area

Four-column grid layout â&#x20AC;&#x201C; focus on message and highlight content. Fifth column enhances layout and provides extra content.

Combination of areas creating interesting compositions.

IHG identity guidelines

Online - navigation

5.8 The navigation system has been designed to enable a user to quickly access five levels of content. Please adhere to these rules when designing a web page.

Main navigation Georgia in IHG Red is used to label the different sections.

Sub navigation

1st level sub navigation Arial regular for sub navigation. Arial bold indicates links that have been clicked. 2nd level sub navigation An indent shows the pages hierachy. 3rd level sub navigation A further indent of 30 pixels helps to distinguish items on the next hierachy level. Arial bold, in IHG Red, indicates the active page.

IHG identity guidelines

Online - page examples

5.9 Page layouts Shown here are example layouts for the corporate web siteâ&#x20AC;&#x2122;s home page, section home page, an internal contents page and the operating system diagram. Please use these as a guide when designing further pages.

Images Large images show customers and employees in authentic encounters in real environments. The avoidence of any staged photography is essential. Any additional elements, such as cut-out close ups of hotel artefacts (eg. newspaper, slippers) may be used when designing pages as they add a human feel.

Home page

Section home page

Contents page

Operating system

IHG identity guidelines

Signage

6.0

IHG identity guidelines

Signage – entrance monolith

6.1 This signage example illustrates the basic principles and proportions of an IHG entrance monolith. It should be used as a visual guide only. IHG logo

Logo background colour It is recommended that the logo always appears on a white background. This will maintain its impact and legibility.

InterContinental Hotels Group

Global Headquarters Broadwater Park

Descriptor The logo should always appear with its accompanying descriptor ‘InterContinental Hotels Group’.

FS Clerkenwell Regular

Cranberry to Pomegranate graduation

Clearspace The logo should be protected at all times from any intruding graphic elements. Use the clearspace principles given as a minimum clear area for the logo. For more information see page 1.1.

Beading pattern in Pomegranate

Front elevation

Side elevation

Cranberry C0 M100 Y50 K28

Pomegranate C0 M100 Y55 K44

IHG identity guidelines

Signage – window sign

6.2 This signage example illustrates the basic principles and proportions of an IHG window sign. It should be used as a visual guide only.

Tiling pattern

Logo treatment In this instance the logo in a greyscale variant has been cut out of the pomegranate background to reveal frosted glass. Descriptor The logo should always appear with its accompanying descriptor ‘InterContinental Hotels Group’. Clearspace The logo should be protected at all times from any intruding graphic elements. Use the clearspace principles given as a minimum clear area for the logo. For more information see page 1.1.

IHG logo

Cranberry to Pomegranate graduation

Logo strip

Cranberry C0 M100 Y50 K28

Pomegranate C0 M100 Y55 K44

IHG identity guidelines

Signage - wall signs

6.3 This signage example illustrates the basic principles and proportions of an IHG wall sign. It should be used as a visual guide only. Logo background colour It is recommended that the logo always appears on a white background. This will maintain its impact and legibility. Descriptor The logo should always appear with its accompanying descriptor â&#x20AC;&#x2DC;InterContinental Hotels Groupâ&#x20AC;&#x2122;. Clearspace The logo should be protected at all times from any intruding graphic elements. Use the clearspace principles given as a minimum clear area for the logo. For more information see page 1.1. Applying other brands When applying individual hotel brands they must all be 50% of the height of the IHG logo. When there are more than 5 brands additional panels can be added to the bottom of the sign.

IHG logo InterContinental Hotels Group

InterContinental Hotels Group

Asia Pacific

Americas

FS Clerkenwell Regular Beading pattern in Pomegranate Cranberry to Pomegranate graduation

Wall sign example using 1 panel for the individual hotel brands Wall sign example using 2 panels for the individual hotel brands

IHG identity guidelines

Literature & Advertising - style

7.0

How the world sees us

IHG identity guidelines

7.1 Being the best is our ambition and is about us becoming one of the very best companies in the world. We are the worldâ&#x20AC;&#x2122;s most global hotel company and the largest international group by number of rooms. We own, manage, lease or franchise, through various subsidiaries, more than 4,200 hotels and 620,000 guest rooms in nearly 100 countries and territories around the world. In support of our ambition, we need the look and style of a market leader. We need our own instantly recongisable and consistently applied global visual style. We need a bold, confident visual style that inspires our partners and our colleagues, expresses our leadership and is at the very heart of achieving our purpose.

The following pages describe the IHG visual style as applied to literature and advertising. It is intended to accommodate the three main markeplaces we serve, these being: - Travel and leisure - Business - Investors The principles described illustrate a desired way of presenting IHG in a consistent manner, please try to accomodate them wherever you can.

IHG identity guidelines

Literature/Advertising - Colour usage

7.2 IHG Colour palette overview Primary colours

Mango

Secondary colours

Cherry

Primary Colours At least one of the primary colours must be used on all applications and in conjunction with a secondary colour.

Raspberry

Plum

Cranberry

Pomegranate

Grape

Blackberry

Secondary colours Secondary colours support the primary colours and can be used to add interest and variation to designs layouts. Eg. In the pattern panels.

Support colours

Mono colours Please note Colour breakdowns are shown in basic elements section 1.5

Lychee

Lychee 20%

Support colours Supportive colours is a less prominent colour palette and can be used on the internal pages of literature.

Walnut

Walnut 20%

Black 40%

Black 70%

Mono colours Mono colours can be also be used on mono advertising.

Travel & Leisure - Photography

IHG identity guidelines

7.3 Travel & Leisure Travel & Leisure photography has been divided into 3 categories; Lead, Support and Branded detail. These categories uphold the principles used in the IHG Identity guidelines document. See section 1.7

Lead photography This photography captures the essence of a destination. The shot should use a wider crop and show people in context of a landmark location (where possible). People should appear unaware of the photographerâ&#x20AC;&#x2122;s presence.

Main criteria:

Warm Vibrant/Dynamic Memorable experience Inviting Reportage in style Usage A single picture or a combination can be used and is dependent upon the message being communicated. However if only a single picture is used it should be the Lead photography style where possible.

Support These are detail images and are about capturing close up details of a destination/event. Detail imagery conveys a deeper understanding of a destination or culture and adds a sense of memorable experience.

Branded detail Branded detail photography is about capturing close ups of the hotel brands in the context of the destination or hotel.

Business - Photography

IHG identity guidelines

7.4 Business Business photography has been divided into 3 categories; Lead, Support and Branded detail. These categories uphold the principles used in the IHG Identity guidelines document. See section 1.7

Lead photography This photography should illustrate key features of the hotel and show either staff preparing or visitors using the facilities within the hotel. People should appear unaware of the photographerâ&#x20AC;&#x2122;s presence.

Main criteria:

Warm Confidently managed Service/Facilities based Sense of Depth Reportage in style

Support Business detail photography is about conveying care, personal touches and attention to detail. Photographs can be cropped into, but they should always convey a strong sense of depth and colour.

Usage A single picture or a combination can be used and is dependent upon the message being communicated. However if only a single picture is used it should be the Lead photography style where possible.

Branded detail Branded detail photography is about capturing hotel brands in context.

Investor - Photography

IHG identity guidelines

7.5 Investor Investor photography has been divided into 3 categories; Lead, Support and Lifestyle. These categories uphold the principles used in the IHG Identity guidelines document. See section 1.7

Lead photography This photography should feature the property of IHG and instill a sense of scale through the use of exterior architectural photography.

Main criteria:

Scale Aspirational Clean/Well designed Quality Sense of Depth Interior/Exterior Usage A single picture or a combination can be used and is dependent upon the message being communicated. However if only a single picture is used it should be the Lead photography style where possible.

Support Investor Support photography is about conveying clean, maintained, well designed and aspirational hotel interiors. Photographs can be cropped into, but they should always convey a strong sense of depth, warmth and quality.

Lifestyle Location and lifestyle photography should be used as a support photographic style. Location and lifestyle photography should show the location, hotel staff and customers in context.

IHG identity guidelines

Illustration style

7.6 Illustration has been divided into 2 categories; Experience and Detail. These categories reflect the photographic principles used in the IHG Identity guidelines document. Whilst the graphic style can vary the illustration should always use IHG colour palette as a base for the image. See page 5.1

Main criteria:

Warm in colour Quality experience Aspirational Engaging message Graphic in style (not cartoon)

Experience When there is a need to use illustration in place of photography this style shown should be used. Use flat areas of colour and incorporate the IHG colour palette. Maintain a sense of quality and avoid cartoon style imagery.

Detail Detail illustration should focus on one element. Images can be cropped into, but they should be relevant to the communications.

IHG identity guidelines

Literature - Page elements & layout

7.7 12

The Literature template has four distinct areas to the page. The IHG logo strip, the document information panel, the image area, and the brand band. 210 x 297mm A. The IHG Logo Strip The logo strip introduces the IHG brand by clearly positioning the logo at the top of the document. The IHG logo strip also acts as a place holder for third party and partner logos, and IHG sub brands.

ad\d 6gZV

Headline area here

45 min

Subheading or descriptive text here 1mm white rule

B. Document information panel The Document Information Panel is used to hold information relevant to the document. Headlines and sub headings are positioned here. This panel displays the IHG brand patterns, has a minimum height and offers the flexibility to be increased in to suit the communication requirement. An additional colour panel may be added within this area if required to separate the heading from the subheading/informational text.

C. Image area The document imagery is positioned in the Image area. This may include either one main image/ illustration or multiple images. See page 5.9 D. Brand band The brand band is used to accommodate the IHG hotel brands. In some situations the brand band may be used to hold other sub-brands such as the Priority Club logo. See page 5.11

D 25

Dimensions in mm

Please note White rule is set at 1mm for most literature items. Where the design is increased dramatically ie. display/exhibition stands, all the elements, including the white rule, will need to be increased proportionally.

Literature - Brand band

Larger heading or paragraph of text would mean extending the size of the document information panel

There is a defined position for our hotel brand logos and also a set order in which they must appear. This is shown opposite.

Standard brand band This brand band is used to promote the IHG hotel bands only. All the hotel brand logos

Reduced number of hotel brands In this instance the order stays the same and the remaining logos maybe increased in size and re-spaced within the centre of the band.

Reduced number of hotel brands

IHG identity guidelines

7.8

IHG identity guidelines

Literature - Portrait covers

7.9 Examples of how this system can be brought to life and the flexibility of the page elements. Headlines and subheadings These are always ranged left but can vary in size.

Headline area here

Subheading or descriptive text here Subheading or descriptive text here

Document information panel The document information panel can change in terms of pattern, colour and drop-down height. It may also include the use of a colour band if required to separate the sub-heading from the main title.

Shown at 40% actual size

IHG identity guidelines

Literature - further examples

7.10 Examples of how this system can be brought to life and the flexibility of the page elements. Headlines These are ranged left in vertical alignment with the IHG logo and can be increased in size. They may also take the form of a paragraph of text depending on your message.

8ki_d[ii6XXdjciÂ&#x17E;

Headline area here Subheading or descriptive text here with extended panel if required

Larger heading or paragraph of text would mean extending the size of the document information panel

Image area The image area can be used to display brand photography, illustration or graphics. Multiple images When using more than one image you may wish to separate them with a 1mm white rule creating a link to the rule under the document information panel.

Single image

Shown at 40% actual size

Multiple images

IHG identity guidelines

Literature - Alternative formats

7.11 The design principles remain consistent across all size formats. The elements are simply altered proportionally. Specifications are provided here for A4 landscape and DL.

Multiple images Landscape format image areas can be very wide, so multiple images work well here.

Other formats In cases where the format is different to the examples shown here, use these principles as your guide and alter the page elements proportionally.

Ad\d 6gZV

Headline area here

40 min

Headline area here

40 min

Subheading or descriptive text here 1mm white rule 1mm white rule

A4 Landscape Dimensions in mm

DL Leaflet

IHG identity guidelines

Literature - Sub-brands and third party logos

7.12 Examples of dealing with sub-brands, incentive logotypes and third party/partner logos are shown here.

8ki_d[ii6XXdjciÂ&#x17E;

Incentive logotypes set in DIN

Headline area here

A. Incentive logos These should be typeset using DIN and positioned within the logo area of the IHG logostrip.

Third party/ partner logo

Subheading or descriptive text here

Third party/Partner logos These are placed within the IHG logo strip in its designated logo area. Care must be taken with the size in relation to the IHG logo. IHG should always be the most prominent logo on the page.

Go Discover Subheading or descriptive text here

B. Sub-brands Sub-brands such as Priority Club are positioned bottom left within the brand band and separated with the thin rule. If the logo needs to be shown much larger, we would suggest using a branded detail photo within the image area as shown here.

Sub-brand logo area separated from hotel logos with rule

IHG identity guidelines

Literature - Internal grids

7.13 These grids are to be used as a best practice guide and should be referenced when creating different formats. They are designed to give maximum flexibility whilst retaining a level of consistency throughout all communications material.

17.5

29.5

17.5

DL: 100 x 210mm 2 column grid

A4 Landscape: 297 x 210mm 8 column grid

A4 Portrait: 210 x 297mm 6 column grid

IHG identity guidelines

Literature - Internal spread The inside spreads can be clean and simple with plenty of white space. The 6 column grid offers plenty of flexibility for different layout designs. This example shows how a single column can span over 4 columns of the grid for a more corporate look and feel.

Asia - India.

7.14

Niam euismolore tat, velenis autpat. Borperat ad delisi te commolent wissi bla faccum quis at. Im etum eu facilis sendre vel dolute veliqui ea ad magnim quismod tie tate feui bla con venis eugue tat. Ut nostrud magna conse el ulla. Er susting ea consequam iure dit alit ing eros ad dolessit adiam, sis nos nulla augait, si tio conum aut nonullu ptatinim nonsed tat lor sequismodio odigna faciduiscip eugait wis et ilit praesequat. Duisim nulla alit aute doluptat nullumm olorperos nullan utpatem in venit nostion ea commy nonsequam nonsequatum ilit landreros nit adionsenisl in euismodionse con ex ex eugiam, vel et augait esto od

Patterns and colour The IHG patterns and colours can be used to bring the pages to life. This includes the IHG support colours Lychee and Walnut which work well in graphics for tables, diagrams and background colours etc.

mod dunt iure do exerit venis nullutpat iriureet, quat, verosto odit velent velississi.

Niam euismolore tat, velenis autpat.

Feugait lutat prat, venisse veratum aci tat, sequis et, conum nos acipit landiam, vullandre endit augait iuscin ute estionsequip euis autpati smolesequis nostionsed exeratio dip eriure magna faccum volortie mod ming exerostrud eu feu feum vel ilis dit praesto ent accum vel del ilit ipsum nos dunt num iustrud delenis nibh ex estrud

Niam euismolore tat, velenis autpat. Borperat ad delisi te commolent wissi bla faccum quis at. Im etum eu facilis sendre vel dolute.

min elesse dolorpe rillaor iliscil iquamet nim alit verate do .

Er susting ea consequam iure dit alit ing eros ad dolessit adiam, sis nos nulla augait, si tio conum aut nonullu ptatinim nonsed tat lor sequismodio odigna faciduiscip eugait wis et ilit praesequat. Duisim nulla alit aute doluptat nullumm olorperos nullan utpatem in venit nostion ea commy nonsequam nonsequatum ilit landreros nit adionsenisl in euismodionse con ex ex eugiam, vel et augait esto od mod dunt iure do exerit venis nullutpat iriureet, quat, verosto odit velent velississi.

Headings Use Clerkenwell typeface for headings and large copy

Er susting ea consequam iure dit alit ing eros ad dolessit adiam, sis nos nulla augait, si tio conum aut nonullu ptatinim nonsed tat lor sequismodio odigna

Er susting ea consequam iure dit alit ing eros ad dolessit adiam, sis nos nulla Nonullu

Nonullu

Eugait

Eugiam

469

Nonullu

542

Faccum

216

Eugait

321

faciduiscip eugait wis et ilit praesequat. Duisim nulla alit aute doluptat nullumm olorperos nullan utpatem in venit nostion ea commy nonsequam nonsequatum ilit landreros nit adionsenisl in euismodionse con ex ex eugiam, vel et augait esto od mod dunt iure do exerit venis nullutpat iriureet, quat, verosto odit velent velississi.

Body copy Use DIN 9/14pt

Niam euismolore tat, velenis autpat. ad delisi te commolent. Er susting ea consequam iure dit alit ing eros ad dolessit adiam, sis nos nulla augait, si tio conum aut nonullu ptatinim nonsed tat lor.

IHG Destination guide

augait, si tio conum aut nonullu ptatinim nonsed tat lor sequismodio odigna faciduiscip eugait wis et ilit praesequat. Duisim nulla alit aute doluptat nullumm olorperos nullan nonullu in venit nostion ea commy nonsequam nonsequatum ilit landreros nit adionsenisl in euismodionse con ex ex eugiam, vel et augait esto od mod dunt iure do exerit venis nullutpat iriureet, quat, verosto odit velent velississi. Feugait lutat prat, venisse veratum aci tat, sequis et, conum nos acipit landiam, vullandre endit augait iuscin ute estionsequip euis nonullu smolesequis nostionsed exeratio dip eriure magna faccum volortie mod ming exerostrud eu feu feum vel ilis dit praesto ent accum vel del ilit ipsum nos dunt num iustrud delenis nibh ex estrud min elesse dolorpe rillaor iliscil iquamet nim alit verate do .

IHG Destination guide

Literature - Internal spread

IHG identity guidelines

7.15 This example shows how 3 column text can span over the page for a more editorial approach.

IHG identity guidelines

Literature - Internal spread Landscape The inside spreads can be clean and simple with plenty of white space. The 8 column grid offers plenty of flexibility for different layout designs.

Heading

Colour and different size headings create an interesting pace.

7.16

Headings Use Clerkenwell typeface for headings and large copy Body copy Use DIN 9/14pt

could go here and continue on in a different colour

discount Niam euismolore tat, velenis autpat. Borperat ad delisi te commolent wissi

quat, verosto odit velent velississi. Feugait lutat prat, venisse veratum aci tat, sequis et, conum nos acipit landiam, vullandre endit augait iuscin ute estionsequip euis autpati smolesequis nostionsed exeratio dip eriure magna faccum volortie mod ming exerostrud eu feu feum vel ilis dit praesto ent accum vel del ilit ipsum nos dunt num iustrud

A white 1mm rule separates photographs and links with the cover style.

delenis nibh ex estrud min elesse dolorpe rillaor iliscil iquamet nim alit. nullumm olorperos nullan utpatem in venit nostion ea commy nonsequam nonsequatum ilit

Landscape Brochure

Niam euismolore tat, velenis autpat. Borperat ad delisi te commolent wissi bla faccum quis at. Im etum eu facilis sendre vel dolute veliqui

Er susting ea consequam iure dit alit ing eros

ad dolessit adiam, sis nos nulla augait, si tio

conum aut nonullu ptatinim nonsed tat lor

sequismodio odigna faciduiscip eugait wis et

ilit praesequat. Duisim nulla alit aute doluptat

nullumm olorperos nullan utpatem in venit

nostion ea commy nonsequam nonsequatum

ilit landreros nit adionsenisl in euismodionse

olorperos nullan utpatem in venit nostion

con ex ex eugiam, vel et augait esto od mod

ea commy nonsequam nonsequatum ilit

dunt iure do exerit venis nullutpat iriureet,

landreros nit adionsenisl uismodionse con ex

quat, verosto odit velent velississi.

Er susting ea consequam iure dit alit ing eros

ex eugiam, vel et augait esto od mod dunt iure

ad dolessit adiam, sis nos nulla augait, si tio

do exerit venis nullutpat iriureet, quat, verosto

conum aut nonullu ptatinim nonsed tat lor

odit velent velississi.

sequismodio odigna faciduiscip eugait wis et ilit praesequat. Duisim nulla alit aute doluptat nullumm olorperos nullan utpatem in venit nostion ea commy nonsequam nonsequatum ilit landreros nit adionsenisl in euismodionse con ex ex eugiam, vel et augait esto od mod dunt iure do exerit venis nullutpat iriureet, quat, verosto odit velent velississi.

nostion ea commy nonsequam nonsequatum

ilit landreros nit adionsenisl in e nullumm

Feugait lutat prat, venisse veratum aci tat, sequis et, conum nos acipit landiam, vullandre endit augait iuscin ute estionsequip

Feugait lutat prat, venisse veratum aci

euis autpati smolesequis nostionsed exeratio

tat, sequis et, conum nos acipit landiam,

dip eriure magna faccum volortie mod ming

vullandre endit augait iuscin ute estionsequip

exerostrud eu feu feum vel ilis dit praesto ent

euis autpati smolesequis nostionsed exeratio

accum vel del ilit ipsum nos dunt num iustrud

dip eriure magna faccum volortie mod ming

delenis nibh ex estrud min elesse dolorpe

exerostrud eu feu feum vel ilis dit praesto ent

rillaor iliscil iquamet nim alit.

accum vel del ilit ipsum nos dunt num iustrud delenis nibh ex estrud min elesse dolorpe

Niam euismolore tat, velenis autpat. Borperat ad delisi te commolent wissi

Landscape Brochure

IHG identity guidelines

Literature - Internal spread DL/leaflet

Headlines and intro copy can be reversed out of a photo or a colour and the white 1mm rule separates the image from the colour bands creating a link to the cover style.

7.17

Heading could go

• Niam euismolore tat, velenis autpat.

here and continue

• Borperat ad delisi te commolent wissi bla faccum quis at. Im etum

Niam euismolore tat, velenis autpat. Borperat ad delisi te commolent wissi bla faccum quis at. Im etum eu facilis sendre vel dolute veliqui ea ad magnim quismod tie tate feui bla con venis eugue tat.

• Facilis sendre vel dolute veliqui ea ad magnim quismod tie tate feui bla • Con venis eugue tat.

Er susting ea consequam

iure dit alit ing eros ad

iure dit alit ing eros

iure dit alit ing eros ad

iure dit alit ing eros

dolessit adiam, sis nos

ad dolessit adiam, sis

dolessit adiam, sis nos

ad dolessit adiam, sis

nulla augait, si tio conum

nos nulla augait, si tio

nulla augait, si tio conum

nos nulla augait, si tio

aut nonullu ptatinim

conum aut nonullu

aut nonullu ptatinim

conum aut nonullu

nonsed tat lor sequismodio

ptatinim nonsed tat lor

nonsed tat lor sequismodio

ptatinim nonsed tat lor

odigna faciduiscip eugait

sequismodio odigna

odigna faciduiscip eugait

sequismodio odigna

wis et ilit praesequat.

faciduiscip eugait wis et ilit

wis et ilit praesequat.

faciduiscip eugait wis et ilit

Duisim nulla alit aute doluptat nullumm olorperos nullan utpatem in venit nostion ea commy

Body copy Use DIN 9/14pt

nonsequam nonsequatum ilit landreros nit adionsenisl in euismodionse con ex ex eugiam, vel et augait esto od mod dunt iure do exerit.

praesequat. Duisim nulla alit aute doluptat nullumm olorperos nullan utpatem in venit nostion ea commy nonsequam nonsequatum ilit landreros nit adionsenisl in euismodionse con ex ex eugiam, vel et augait esto od mod dunt iure do exerit venis nullutpat iriureet.

Duisim nulla alit aute doluptat nullumm olorperos nullan utpatem in venit nostion ea commy nonsequam nonsequatum ilit landreros nit adionsenisl in euismodionse con ex ex eugiam, vel et augait.

praesequat. Duisim nulla alit aute doluptat nullumm olorperos nullan utpatem in venit nostion ea commy nonsequam nonsequatum ilit landreros nit adionsen.

IHG identity guidelines

Advertising - Page elements & layout

7.18 The Advertising template has five distinct areas to the page. The advertising heading, image area, text band, IHG call to action and the brand band The IHG logo appears above the hotel brand logos.

Headline over image area

210 x 297mm A. Advertising heading In some situations a creative advertising headline may be used. B. Image area A place holder for imagery.

C. Text band This is a position for copy lines and body copy text.

Please note White rule is set at 1mm for A4 size ads. For larger formats ie. display/ exhibition stands, all the elements, including the white rule, will need to be increased proportionally.

D. IHG Call to action This section acts as the main call to action within the advertisement. 1mm white rule

E. Brand band The white brand band holds the IHG logo and the hotel brand logos. It’s size is 1/6 height. The logos should be altered proportionally in size to this example

Subheading line here qualifying the title Coming 2009, 1,260 luxurious hotel and hotel condominium units take “in the know” living to an unparalleled high. Just two minutes from Walt Disney World and boasting Coming 2009, 1,260 luxurious hotel and hotel condominium units take “in the know” living to an unparalleled high. Just two minutes from Walt Disney World and boasting four modern.

1/6 height

D To learn more about hotel development with us, call 770.604.2166 or visit IHG.com/development

Coming 2009, 1,260 luxurious hotel and hotel condominium units take “in the know” living to an unparalleled high. Just two minutes from Walt Disney World and boasting Coming 2009, 1,260 luxurious hotel and hotel condominium units take “in the know” living to an unparalleled high. Just two minutes from Walt Disney World and boasting

1/6 increments

Ruler increments The height of the white band is 1/6 of the height of the overall size. It’s then divided further into 6 increments

IHG identity guidelines

Advertising - Brand band

7.19 When producing advertising the brand band should use greyscale logos only. This is to keep emphasis on the IHG logo, and not on the Hotel brands. Outline versions of the hotel brand logos are used and print 50% Black.

To learn more about hotel development with us, call 770.604.2166 or visit IHG.com/development

Headline here

1/6 increment

Ruler increments The height of the white band is 1/6 of the height of the overall size. It’s then divided further into 6 increments

Standard preferred option (portrait formats)

To learn more about hotel development with us, call 770.604.2166 or visit IHG.com/development

1/4 height

Square formats These are an exception to both options here. In this case the white band height is 2/6 and the logos are resized to correct visual proportions depending on how many hotel logos appear below. See examples on page 5.20

1/6 height

Brand band options There are two versions of the brand band depending on the format and shape of your advertisement. Where possible always use the standard preferred band with the IHG logo placed above the hotel brand logos. However, when you are restricted to a landscape shape the brand band height needs to be reduced in size to accommodate enough space for the other elements of the advertisement. Therefore the IHG logo is reduced in size and sits along side the hotel brands.

Subheading line here qualifying the title

1/6 increment

Landscape formats only

Ruler increments The height of the white band is 1/4 of the height of the overall size. It’s then divided further into 6 increments

IHG identity guidelines

Advertising - Standard advertising

7.20 The following visuals are examples of how the page elements are brought to life and demonstrates their flexibility.

Text band This can be used for the subheading and text, or it may be increased in height to incorporate the main heading. The brand band below remains the same in both of these cases.

Headline over image area

To learn more about hotel development with us, call 770.604.2166 or visit IHG.com/development

Full page with headline

International resort and residences at Palazzo del Lago Orlando, Florida USA Coming 2009, 1,260 luxurious hotel and hotel condominium units take “in the know” living to an unparalleled high. Just two minutes from Walt Disney World and boasting

To learn more about hotel development with us, call 770.604.2166 or visit IHG.com/development

Full page with heading in the text band

IHG identity guidelines

Advertising - Alternative formats

7.21 Landscape format This format reduces the three areas significantly, therefore the white brand band is reduced in height and the IHG logo is moved down to the baseline of the hotel brand logos, all of which will need to be adjusted in size. See page 5.19

Headline here

Half page vertical This follows the same basic principles as the A4 format.

To learn more about hotel development with us, call 770.604.2166 or visit IHG.com/development

Typographic format When producing a typographic advert, the qualification band is increased to the top of the advert together with the brand pattern.

Typographic advert without imagery can look like this

* Square formats In cases where the format is nearer square proportions the white brand band covers 2/6 of the overall height. These would typically be small size ads and probably typographic in content with no imagery.

To learn more about hotel development with us, call 770.604.2166 or visit IHG.com/development

Half page vertical

IHG identity guidelines

Advertising - Mono

7.22 Examples of using mono adverts and how this affects the tints, brand patterns and the logo reproduction.

Headline over image area

Small size ads The background uses a gradient without an IHG pattern and uses tints from 100% - 70%.

Qualification band This holds an IHG brand pattern using tints of black – 70% graduated to 40%. Check that the end reproduction will be a good enough fit to hold the pattern, otherwise use the gradient tint on it’s own. Brand band All logos should be reproduced in 100% black.

To learn more about hotel development with us, call 770.604.2166 or visit IHG.com/development

International resort and residences Palazzo del Lago Orlando, Florida USA Coming 2009, 1,260 luxurious hotel and hotel condominium units take “in the know” living to an unparalleled high. Just two minutes from Walt Disney World and boasting Coming 2009, 1,260 luxurious hotel and hotel condominium.

To learn more about hotel development with us, call 770.604.2166 or visit IHG.com/development

Advertising - Outdoor media

IHG identity guidelines

7.23

For bigger advertising and promotional material the IHG and hotel brand logos will need to be resized to suit. Headlines or headings can be placed in either the image area or the qualification band.

Big headline can go here

Subheading line here Outdoor banner When producing outdoor material the principles of the layout slightly changes. For example the logo is increased in size and the hotel brand logos have been reduced and ranged left under the call to action text.

To learn more about hotel development with us, call 770.604.2166 or visit IHG.com/development