BRAND GRAPHIC MANUAL
A LETTER FROM CEO Guests love SpringHill Suites by Marriott, the upper moderate tier, largest all-suites style brand, for its refreshing and stylish take on the travel experience. The brand consistently ranks among the top Marriott brands in guest satisfaction, and has won numerous J.D. Power awards for service. Owners and franchisees love SpringHill Suites® too, with a development model presenting options to ease new-build costs, nationally recognized marketing campaigns driving demand, and an optimized operating model delivering remarkable returns. Fusing form and function and wrapping it all in attractive, modern décor, SpringHill Suites offers little extras such as craft beer and wines in the Market and fitness options attuned to evolving guest needs. The lobby and guest suite feature proprietary west elm® furniture in an industry-leading partnership and deliver a highly differentiated experience that solidifies the brand’s leadership in the upper-moderate tier. SpringHill Suites delivers strong year over year RevPAR growth with remarkable occupancies/rates on both weekdays and weekends. With a robust pipeline, this differentiated product is well received by owners, large REITS and investment firms with continued growth in both urban and suburban markets. Sincerely,
Richard Ferguson CEO
SPRINGHILL BRAND GRAPHIC MANUAL
TABLE OF CONTENT
�.� BRAND IDENTITY 1.1 Logo Development 1.2 Terminology 1.3 Clear Space 1.4 Brand Color 1.5 Secondary Color 1.6 Color Usage 1.7 Logo Variation 1.8 Brand Scale 1.9 Incorrect Usage
�.� VISUAL SYSTEM 2 .1 Primary Typography 2.2 Secondary Typography 2.3 Interior Photography 2.4 Protrait Photography
SPRINGHILL BRAND GRAPHIC MANUAL
�.� APPLICATION USAGE 3 .1 Paper System 3.2 Exterior Sign 3.3 Interior Sign 3.4 Uniform 3.5 Key Card & Hanger 3.6 Cup & Mug 3.7 Paper Bag & Towel 3.8 Toiletries Set 3.9 Robe & Slipper 3.10 Notepad & Menu 3.11 Tableware 3.12 Transportation Van 3.13 Multimedia
SECTION 1
BRAND IDENTIT Y
SPRINGHILL BRAND GRAPHIC MANUAL
SPRINGHILL BRAND GRAPHIC MANUAL
SECTION 1
BRAND IDENTIT Y
�.� BRAND IDENTITY 1.1 Logo Development 1.2 Terminology 1.3 Clear Space 1.4 Brand Color 1.5 Secondary Color 1.6 Color Usage 1.7 Logo Variation 1.8 Brand Scale 1.9 Incorrect Usage
SPRINGHILL BRAND GRAPHIC MANUAL
1.1 // LOGO DEVELOPMENT
Previous Logo Launched in 1998, the brand currently has more than 350 locations in the United States and Canada.
SPRINGHILL BRAND GRAPHIC MANUAL
1.1 // LOGO DEVELOPMENT
New Logo Using the monogram of SpringHill, create a more sophisticated and stylish brand. The bar of the H create the bed-like quality to emphasize the comfort and relax you can get in the hotel.
SECTION 1
BRAND IDENTIT Y
SPRINGHILL BRAND GRAPHIC MANUAL
1.2 // TERMINOLOGY
Our intent for the new logo is using monogram of Springhill and stylized uppercase H as a bed. Using the blue that brings clam and sophisticated feeling to the brand, making the brand stand out from the market.
SPRINGHILL BRAND GRAPHIC MANUAL
SECTION 1
1.3 // CLEAR SPACE
X
X
X
X
The height of “X” is equal to the X height of Springhill. In order to maintain the integrity and legibility of the logo, a suggested clear space has been created where nothing is to encroach on the logo.
BRAND IDENTIT Y
SPRINGHILL BRAND GRAPHIC MANUAL
1.4 // PRIMARY COLOR
Pantone P 116-15 U
C:86 M:0 Y:0 K:30
R:42 G:137 B:180
HEX #2A89B4
Pantone P 433 U
C:66 M:54 Y:48 K:22
R:92 G:96 B:103
HEX #5C6067
Pantone U color for professional offset printers. Suggested files: .tif or .eps
RGB value for screen or projected presentations. Suggested files: .jpg or .png
CMYK color can be used for office copiers. Suggested files: .tif or .eps
HEX color for work in online UX design. Suggested files: .jpg or .gif
SPRINGHILL BRAND GRAPHIC MANUAL
SECTION 1
BRAND IDENTIT Y
1.5 // SECONDARY COLOR
Pantone 642 U
C:16 M:7 Y:4 K:0
R:212 G:222 B:232
HEX #D4DEE8
Pantone 656 U
C:8 M:4 Y:2 K:0
R:231 G:245 B:240
HEX #e7ebf0
Secondary Color Secondary colors are used in background usages to add tones and feeling. The color can also be used in different tint percentage on depend on different textures and content to remain subtleness.
Texture & Surface Color can be used on paper, textile, and glass. If the logo is being used on wood or metal, it should remain original color of the material.
SPRINGHILL BRAND GRAPHIC MANUAL
1.6 // COLOR USAGE
Black & White The reversed logo below should be used on black or dark-colored backgrounds.
Brand Color The selection of colors in the logo help to define and enforce the brand. Consistent and careful use of these colors will ensure the integrity of the identity system as a whole.
SPRINGHILL BRAND GRAPHIC MANUAL
1.7 // LOGO VARIATION
Horizontal Logo In order to add variety and options for the design, an alternative lock-ups configurations have been provided to work on wider applications. The horizontal lock-up is used when the area available suggests the usage of a wider lock-up.
SECTION 1
BRAND IDENTIT Y
SPRINGHILL BRAND GRAPHIC MANUAL
1.8 // BRAND SCALE
1 Inch
Full Logo
Minimum Size of The Full Logo To ensure the integrity and legibility of the logo across all mediums, adhere to minimum size. The minimum size for the original logo is 1 inch in width. In any other situations where a smaller logo is needed, the simplified logo should be used.
1 Inch
SPRINGHILL BRAND GRAPHIC MANUAL
1.9 // INCORRECT USAGE 1.
2.
3.
4.
Our logo is the main identifier for our brand, and it must be treated with respect. Section 1.9 is a series of ways in which the logo must not be used. If you have a specific application which is not shown below or described prior, please contact the Design Office.
1: DO NOT Condense 2: DO NOT Compress 3: DO NOT Slanted 4: DO NOT Rotate
SECTION 1
BRAND IDENTIT Y
SPRINGHILL BRAND GRAPHIC MANUAL
1.9 // INCORRECT USAGE 5.
6.
7.
8.
5: DO NOT Add shadow 6: DO NOT Use opacity 7: DO NOT Outline 8: DO NOT Use different typeface
SPRINGHILL BRAND GRAPHIC MANUAL
1.9 // INCORRECT USAGE 9.
10.
11.
12.
9: DO NOT Use other color 10: DO NOT Add different colored background 11: DO NOT Add background on color logo 12: DO NOT Add gradient background
SECTION 1
BRAND IDENTIT Y
SPRINGHILL BRAND GRAPHIC MANUAL
SPRINGHILL BRAND GRAPHIC MANUAL
SECTION 2
T YPOGRAPHY
�.� VISUAL SYSTEM 2 .1 Typography 2.2 Secondary Typography 2.3 Interior Photography 2.4 Protrait Photography
SPRINGHILL BRAND GRAPHIC MANUAL
2.1 // PRIMARY TYPOGRAPHY
Hoefler Text
DFMQ U W Z
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Weight
SPRINGHILL SUITES SPRINHILL SUITES
Hoefler Text Regular Hoefler Text Black
BODY COPY Guests love SpringHill Suites by Marriott, the upper moderate tier, largest all-suites style brand, for its refreshing and stylish take on the travel experience. The brand consistently ranks among the top Marriott brands in guest satisfaction, and has won numerous awards for service. NUMERAL CHARACTERS
���������� Hoefler Text Hoefler Text is an old-style serif font by Jonathan Hoefler and released by Apple Computer Inc. in 1991 to showcase advanced type technologies. Intended as a versatile font that is suitable for body text, it takes cues from a range of classic fonts, such as Garamond and Janson.
10 / 12 / 10
SPRINGHILL BRAND GRAPHIC MANUAL
2.2 // SECONDARY TYPOGRAPHY
Acumin Pro
BE G K M Q R
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Weight
SPRINGHILL SUITES SPRINGHILL SUITES SPRINGHILL SUITES
Acumin Pro Regular Acumin Pro Semibold Acumin Pro Bold
BODY COPY Guests love SpringHill Suites by Marriott, the upper moderate tier, largest all-suites style brand, for its refreshing and stylish take on the travel experience. The brand consistently ranks among the top Marriott brands in guest satisfaction, and has won numerous awards for service. NUMERAL CHARACTERS
0123456789 Acumin Pro Acumin is a versatile sans-serif typeface family designed by Robert Slimbach, intended for a balanced and rational quality. Solidly neo-grotesque, it performs beautifully at display sizes but also maintains an exceptional degree of sensitivity for text sizes.
10 / 12 / 0
SECTION 2
T YPOGRAPHY
SPRINGHILL BRAND GRAPHIC MANUAL
2.3 // INTERIOR PHOTOGRAPHY
Interior Photography One of the specialties in Springhill Suites is the usage of West Elm furniture and interior items. The photo should focus on and showcase the unique and stylish of our furniture. The pho
tography style should include natural light to showcase the excellent lighting we have in our indoor spaces.
SPRINGHILL BRAND GRAPHIC MANUAL
SECTION 2
T YPOGRAPHY
2.4 // PROTRAIT PHOTOGRAPHY
Photography with People Our target audience is business travelers. Therefore, the wardrobe in photos should remain the style of business casual. The color theme should be blue dominated and also
include natural lighting. The posture and facial expression should be relaxing, comfortable, and calm.
SPRINGHILL BRAND GRAPHIC MANUAL
SPRINGHILL BRAND GRAPHIC MANUAL
SECTION 3
APPLICATION
�.� APPLICATION 3 .1 Paper System 3.2 Exterior Sign 3.3 Interior Sign 3.4 Uniform 3.5 Key Card & Hanger 3.6 Cup & Mug 3.7 Paper Bag & Towel 3.8 Toiletries Set 3.9 Robe & Slipper 3.10 Notepad & Menu 3.11 Tableware 3.12 Transportation Van 3.13 Multimedia
SPRINGHILL BRAND GRAPHIC MANUAL
3.1 // STATIONERY SYSTEM 1 inch 0.5 inch
1 inch
SPRINGHILL BRAND GRAPHIC MANUAL
3.1 // STATIONERY SYSTEM
1 inch
Our stationery system is simple and straightforward to have clean and professional feel. A tinted cool gray color is apply in the background to soften the contrast and remain the tone.
SECTION 3
APPLICATION
SPRINGHILL BRAND GRAPHIC MANUAL
3.2 // EXTERIOR SIGNAGE
Light Box Exterior Signage
SPRINGHILL BRAND GRAPHIC MANUAL
3.2 // EXTERIOR SIGNAGE
Window Signage
SECTION 3
APPLICATION
SPRINGHILL BRAND GRAPHIC MANUAL
3.3 // INTERIOR SIGNAGE
Metal Interior Signage
SPRINGHILL BRAND GRAPHIC MANUAL
3.4 // UNIFORM
Suit with Name Tag
SECTION 3
APPLICATION
SPRINGHILL BRAND GRAPHIC MANUAL
3.5 // HANGER
Do Not Disturb Hanger
SPRINGHILL BRAND GRAPHIC MANUAL
3.5 // KEY CARD
Key Card to Unlock and Switch On Eletricity
SECTION 3
APPLICATION
SPRINGHILL BRAND GRAPHIC MANUAL
3.6 // CUP
Paper Cup for Hotel Café
SPRINGHILL BRAND GRAPHIC MANUAL
3.6 // MUG
Mug for Breakfast Bar
SECTION 3
APPLICATION
SPRINGHILL BRAND GRAPHIC MANUAL
3.7 // PAPER BAG
Paper Shopping Bag
SPRINGHILL BRAND GRAPHIC MANUAL
3.7 // TOWEL
Hand Towel
SECTION 3
APPLICATION
SPRINGHILL BRAND GRAPHIC MANUAL
3.8 // TOILETRIES SET
Shampoo & Facial Cleanser
SPRINGHILL BRAND GRAPHIC MANUAL
3.8 // TOILETRIES SET
Body Wash, Soap, Conditioner, and Lotion
SECTION 3
APPLICATION
SPRINGHILL BRAND GRAPHIC MANUAL
3.9 // BATH ROBE
Personal Bath Robe
SPRINGHILL BRAND GRAPHIC MANUAL
3.9 // SLIPPER
Indoor Slipper
SECTION 3
APPLICATION
SPRINGHILL BRAND GRAPHIC MANUAL
3.10 // NOTEPAD
Notepad with Pen
SPRINGHILL BRAND GRAPHIC MANUAL
3.10 // ROOM SERVICE MENU
Room Service Menu Tablet
SECTION 3
APPLICATION
SPRINGHILL BRAND GRAPHIC MANUAL
3.11 // TABLEWARE
Today's Special Menu Stand
SPRINGHILL BRAND GRAPHIC MANUAL
3.11 // TABLEWARE
Plate & Silverware
SECTION 3
APPLICATION
SPRINGHILL BRAND GRAPHIC MANUAL
3.12 // TRANSPORTATION VAN
Seven-Seat Transportation Van
SPRINGHILL BRAND GRAPHIC MANUAL
3.13 // MULTIMEDIA
Website on Multimedia
SECTION 3
APPLICATION
SPRINGHILL BRAND GRAPHIC MANUAL
CONTACT
Springhill Suites Brand Guidelines For further information please contact: www.springhillsuites.marriott.com +1 (707) 253 - 1990 shbrand@springhillsuites.marriott.com This version of the brand guidelines supercedes any previous versions. Please ensure all use of the Springhill Suites by Marriott brand complies with any applicable regulations and has been approved by a Springhill Suites representative. Photography subject to license. Do not reproduce without permission.
Version 1 July 2020
+1 (707) 253 - 1990 www.springhillsuites.marriott.com shbrand@springhillsuites.marriott.com