Brand by Andrew Weddell-Hall

brand guidelines

Expressing our brand

Expressing our Expressing ourbrand brand Why do we have have brand brandguidelines? guidelines?

One of the most important ways of expressing our brand is through our identity. What we say, and how we communicate it makes an impression on the way people see apartments 4 you. It influences what people think about us.

The symbol of of apartments apartments44you you Getting it wrong... wrong... Our colour usage usage Our corporate corporate typeface typeface Our typographic typographic style style The importance importance of of imagery imagery Additional graphical elements

apartments 4 you

brand guidelines

Consequently, all our communications need to project our â&#x20AC;&#x2DC;brandâ&#x20AC;&#x2122; qualities - our leading authority, our businesslike professionalism, our dynamic values and our accumulated global knowledge, and the effect we can have on the way our people work together. Only then will organisations clearly see the very real benefits that apartments 4 you can bring to them.

Why do we have brand guidelines?

Expressing our brand To achieve this, our visual and verbal identity has been carefully considered to: • M ake apartments 4 you more modern, flexible and relevant to all audiences.

It is very important that everyone involved in communicating apartments 4 you follows the guiding principles set out in this document. By making sure all our communications are strong, coherent and consistent.

• C ommunicate clearly — white space, easy to read body copy and text layouts.

These guidelines describe the various elements that make up our identity - what they are, how they fit together, and why it is vital we use them in the right way.

• C reate ‘professional looking’ communications even when photography, colour and print options are restrictive.

Please ensure that you understand them and use them to help apply our brand correctly and consistently across all applications.

• A llow good communications to be created at very low cost. • A llow external suppliers to use the guidelines easily.

Why do we have brand guidelines? The symbol of apartments 4 you Getting it wrong... Our colour usage Our corporate typeface Our typographic style The importance of imagery Additional graphical elements

apartments 4 you

brand guidelines

The symbol of apartments 4 you

Expressing our brand Why do we have brand guidelines? The symbol of apartments 4 you Getting it wrong...

Our logo is the symbol of apartments 4 you - and is unique to us. It is the primary brand mark. It is crucial that we use it correctly and consistently across all applications. Here’s how you can always apply the logo in a clear consistent way.

Our colour usage Our corporate typeface Our typographic style The importance of imagery Additional graphical elements

Clear space

apartments 4 you Logo

The impact of the apartments 4 you logo depends upon the space surrounding it. This is known as minimum clear space.

The apartments 4 you logo has been specially drawn, so always produce it from original artwork.

A minimum clear space surrounding the logo has been established. Using the height of the ‘a’ from the mark. See figure 1. This area must be kept clear of all other type, graphic elements, rules and detailed areas within photography and illustration. Minimum size The minimum size for off-line applications such as printed collateral is 5mm Height, there is no limit on the maximum size for the logo.

apartments 4 you

brand guidelines

Using the logo in black or white Whenever you are using the logo with our specific blue as a background colour or in blackout or white-out, ensure it’s one of the approved versions. See figure 2. Never redraw the logo in any way - always reproduce its elements in the correct size and specified colours.

04 figure 1

figure 2

Expressing our brand Why do we have brand guidelines? The symbol of apartments 4 you Getting it wrong... Our colour usage Our corporate typeface Our typographic style The importance of imagery Additional graphical elements

apartments 4 you

brand guidelines

Getting it wrong...

Expressing our brand Why do we have brand guidelines? The symbol of apartments 4 you Getting it wrong... Our colour usage

All the elements of the logo have been specifically designed, spaced and positioned. Never redraw or distort the original artwork in any way. Also avoid using the logo when the backgrounds or imagery do not provide sufficient contrast for the brand identification to clearly stand out. You can not

Our corporate typeface

Twist or distort the logo’s proportions.

Our typographic style

Use the logo in any other colour or tint than those specified.

The importance of imagery

Put the logo on:

Additional graphical elements

• C oloured or dark backgrounds (this would only apply to the full colour and black logo). • Complicated images. • Textured backgrounds.

apartments 4 you

brand guidelines

Never recreate, alter or modify any aspect of the apartments 4 you logo, see figures 3 and 4. Do not modify the artwork i.e. move the lettering or substitute with another typeface, see figure 5. Do not print in a colour than otherwise specified or use the logo as a repeat pattern for a background effect, see figures 6 and 7. Do not allow secondary information or picture imagery to intrude on the clear space, see figures 8 and 9. Do not use any special effects, eg drop shadows or outlines see figures 10 and 11.

figure 3

figure 4

figure 5

Expressing our brand Why do we have brand guidelines? figure 6

figure 7

figure 8

The symbol of apartments 4 you Getting it wrong... Our colour usage Our corporate typeface Our typographic style

figure 9

figure 10

figure 11

The importance of imagery Additional graphical elements

apartments 4 you

brand guidelines

Our colour usage

Expressing our brand Why do we have brand guidelines?

Colour is no longer simply an element of design but a standalone statement about the brand.

The symbol of apartments 4 you

Specifying the corporate colours

Getting it wrong...

The recommended standard colour references for our corporate colours is shown on figure 12.

Our colour usage Our corporate typeface Our typographic style The importance of imagery Additional graphical elements

apartments 4 you

brand guidelines

figure 12

a p pa rt

nk pi

nts 4 you me

Print : C04 - M99 - Y11 - K01 Web : #E41381

Additional graphical elements

ue bl

Print : C64 - M05 - Y08 - K01 Web : #45BCDE

apartments 4 you

brand guidelines

Our corporate typeface

A single corporate typeface has been chosen to strengthen the recognition and consistency of the apartments 4 you brand. The apartments 4 you font is called ‘Myriad Pro’ and ‘American Typewriter’. The recommended weights of the font families are shown on figure 13. It is used across all printed collateral applications. Myriad Pro Regular : is the primary weight selected for body of text. Myriad Pro Semibold : is the primary weight for the main titles. Myriad Pro Bold : is for emphasis when highlighting text within a main body, subheaders or key descriptors. American Typewriter Bold : is the primary weight for headers.

apartments 4 you

brand guidelines

Our secondary corporate font is Arial For internal use and within the office environment, particular applications that use software such as Power Point and Microsoft Word, Arial can be used. This is a system font that is pre-installed on most PC’s and Macs. Important Note: Do not use Arial for setting text in print applications. Myriad Pro is the apartments 4 you corporate font and is used on all printed collateral.

Typography Type is always set in sentence case. Do not alter the standard typeface in any way. Letterspacing must always seem natural as originally intended by the typographer. However, when the text is over a certain point size kerning may be required between individual letters.

10 figure 13

Myriad Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Myriad Pro Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Expressing our brand Why do we have brand guidelines? The symbol of apartments 4 you Getting it wrong... Our colour usage Our corporate typeface

Myriad Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Our typographic style The importance of imagery Additional graphical elements

American Typewriter Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz apartments 4 you

brand guidelines

Our typographic style

Expressing our brand Just as important as the choice of the corporate font, is the way in which type is set. Why do we have brand guidelines? The symbol of apartments 4 you

A distinctive and consistent apartments 4 you typographic style can be achieved by applying the following typographic principles.

Getting it wrong...

Do set type...

Do not set type...

Our colour usage

Ranged left in uppercase and lowercase.

Our corporate typeface

Initial caps for sentence case titles, eg the first word only.

With headings that use capital letters on the first letter of every word, as shown in figures 14 and 15, unless they are proper nouns.

Our typographic style

Any additional letter spacing to the text face.

Half line spacing in between paragraphs.

Justified (left and right justified together as shown in figure 16).

The importance of imagery

Keeping punctuation to a minimum.

Additional graphical elements

Using true single and double quotation marks, and not feet and inch marks.

That has been altered, artificially condensed, expanded or distorted in any way see figure 17 That uses special effects, such as drop shadows, outlines or underlines (unless an underline denotes a hyper-link). In fonts other than the corporate fonts specified in these guidelines. Following these simple principles will give typographic consistency across all applications and help to strengthen the apartments 4 you identity.

apartments 4 you

brand guidelines

figure 14

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figure 15

THIS IS AN INCORRECT USE OF TYPOGRAPHY

Expressing our brand Why do we have brand guidelines? The symbol of apartments 4 you

figure 16

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Our colour usage Our corporate typeface Our typographic style The importance of imagery Additional graphical elements

figure 17

This is an incorrect use of typography

apartments 4 you

brand guidelines

Imagery is an important part of our brand

Expressing our brand apartments 4 you uses photography as it depicts the real world with immediacy, directness and honesty. Why do we have brand guidelines? The symbol of apartments 4 you Getting it wrong... Our colour usage Our corporate typeface Our typographic style The importance of imagery Additional graphical elements

apartments 4 you

brand guidelines

Do not use clip-art in any printed collateral.

Imagery overview

Imagery defines the difference we make to peoples lives and expresses our core values just as strongly as our colours and typefaces.

Images can be treated in many ways to achieve an impactful piece of printed collateral. These attributes are: Natural looking images (without appearing artificial or staged), sharp, clear, unambiguous images with all or the majority of the image in focus, examples are shown in figure 18.

14 figure 18

apartments 4 you

brand guidelines

Additional graphical elements

apartments 4 you

brand guidelines

The apartments 4 you brand mark, typography and photography create distinctive marketing collateral when combined with the blocks of the corporate colours. The corporate colours for apartments 4 you have been chosen for their bold and vibrant characteristics. When used together they can create effective graphical elements. Using blocks and margins of the corporate colours unite elements such as logos, images and copy, creating bold and contemporary graphics which increase the overall awareness of the apartments 4 you brand identity. See figure 19. Figure 20 shows how the graphical elements work together to create stationery, brochures and advertising materials with impact.

You can not Use the blocks in any other colour or tint than the apartments 4 you corporate colours. Use any special effects such as shadows and outlines.

figure 19

figure 20

figure 21

apartments 4 you

brand guidelines

apartments 4 you is a trading division* of Wyndham Worldwide, one of the worldâ&#x20AC;&#x2122;s premier hospitality companies. Wyndham Worldwide offers individual and business-to-business customers a broad suite of hospitality products and services through its portfolio of world-renowned brands. Apartment4you offers access to thousands of high quality self catering apartment rentals around the world. From the bright lights of Las Vegas to relaxing by the ocean in Canary Islands or the theme parks of Florida, the choices are endless. The apartment complexes host a good selection of facilities, varying from swimming pools to health spas. Check out the apartment information page for everything you need to know including key rating, apartment facilities and on-site activities available. Endless Vacation Rentals selection of holiday apartments is an aggregation of diverse vacation rental properties, from leading property management companies, developers, condominium and housing associations around the world. Contact Us at a4u@wyndhamworldwide.com or 0845 608 6106 *also includes Endless Vacation Rentals/Resort Vacation Certificates/RCI Europe.