Aloft Hotel Rebrand

Brand Identity Manual

A Guideline For The Usage And Reproduction Of Aloft Hotels And Programs Logo, Identity System, Applications And Multimedia.

Letter From President Throughout Aloft Hotels’ long and successful history, our most important and enduring principle has remained the same: We put people first, whether it’s our associates, our guests, our hotel owners, our shareholders, or the people who live in the communities in which we operate. We continue to innovate with initiatives created to help elevate and personalize the guest experience. For example, the Internet of Things (IoT) Guest room Lab, at our corporate headquarters, explores giving each guest a unique experience. By using mobile and voice-enabled technology, the guest has the ability to set up the room to best meet their needs – whether that is creating the ultimate relaxation environment or one that enables productivity for the business traveler.

We’re applying this innovative spirit to our combined loyalty programs as well. This year, in partnership with JPMorgan Chase and American Express, we expect to offer co-branded credit cards that will provide new benefits to loyalty members. We are also working to unify Aloft Rewards and Starwood Preferred Guest (SPG) into one loyalty program that will allow our members to earn and redeem points across the portfolio as well as earn benefits to recognize and reward their allegiance to our brands.

Putting people first also means putting our communities and environments first. We saw this core value at work throughout 2017 when our associates sprang into action to help those stricken by a multitude of natural disasters.

Day in and day out, Aloft Hotels thrives by staying focused on associates, guests, owners, and results. Our culture empowers associates to exceed expectations and build careers. We are delivering unique experiences, leveraging design, new technologies, exceptional customer service, and modern amenities that speak to today’s traveler. For owners, our strong brands, efficient systems, and best-in-class loyalty programs fuel hotel performance, enabling our hotels to deliver great economic returns and outperform competitors. We have longstanding relationships with our owners, who are even more excited to come back again and again to develop new hotels or convert existing hotels to one of our leading brands.

But as our founder, J. Willard Marriott Sr., always said, our success is ultimately due to the talent and efforts of the more than 700,000 people who wear a Marriott name badge worldwide, and who everyday work to delight our guests.

We are excited to welcome you soon.

J.W. Marriott

J.W. “Bill” Marriott Jr. Executive Chairman and Chairman of the Board

Arne M. Sorenson

Arne M. Sorenson President and Chief Executive Officer

Table Of Contents

1.0 Brand Identity System

2.0 Graphic System

Aloft Hotels Brand Guidelines

1.1

Previous Brand Logo

08

1.2

Current Brand Logo

09

1.3

Clear Space & Minimum Size

10-11

1.4

Brand Color

12-13

1.5

Color Palette

14

1.6

Supporting Graphic

15

1.7

Incorrect Usage

16-17

2.1

Primary Typography

20

2.2

Secondary Typography

21

2.3

Photography

22-23

3.0 Stationery System

4.0 Brand Applications

3.1

Stationery System

26-27

3.2

Business Letter

28-29

3.3

Business Envelope

30-31

3.4

Business Card

32-33

4.1

User Interface

36-37

4.2

Shuttle

38-39

4.3

Water Bottle

40

4.4

Pillow

41

4.5

Outdoor Signage

42

4.6

Luggage Name Tag

43

4.7

Door Tag

44

4.8

Room Key & App Icon

45

4.9

Paper Cup

46

4.10 Leather Bag

47

4.11 T-shirt

48

4.12 Food Pouch

49

4.13 Apple Watch

50

4.14 Towel

51

Aloft Hotels Brand Guidelines

1.0 Brand System

1.1

Previous Brand Logo

1.2

Current Brand Logo

1.3

Clear Space & Minimum Size

1.4

Brand Color

1.5

Color Palette

1.6

Supporting Graphic

1.7

Incorrect Usage

1.1 Previous Brand Logo

Previous Brand Logo Aloft Hotels caters to today’s modern traveler who craves jet-setting style and a vibrant social scene at an affordable price. This logo is a recognizable logo, easy to read, but it does not reflect Aloft Hotels’ personality and reputation quite yet.

The brand is most notable for its modern architecture design style. Aloft Hotels have a goal of leading ideas and innovative actions. We must go beyond the ordinary.

08

Aloft Hotels Brand Guidelines

1.0 Brand System

It should be clear as day that the previous logo and everything that came with it can be improved on. The logo should contain their goal and personality as our company expands our business.

1.2 Current Brand Logo

Current Brand Logo Our logo uses urban-inspired design, accessible technology and innovative programing centering on music and F&B make Aloft unique to the traditional hotel landscape. It symbolizes the modern movement that Aloft Hotels is, a brand representing our modern world today. This logo is created with comfortable breathing space, clean modern and smart typeface.

The new logo represent Aloft Hotels’ mission, background and knowledge. Aloft Hotels’ new identity will bring a long lasting iconic experience to everyone.

1.0 Brand System

Aloft Hotels Brand Guidelines

09

1.3 Clear Space & Minimum Size

X

X

X

X

X= Height Of The O

Clear Space Always aside by the rules of clear space when using the logo. It is important that no other visual elements interfere with the logo clear space so that the Aloft Hotels brand is clearly visible on all collateral.

The logo clear space is determined by the height of the O.

10

Aloft Hotels Brand Guidelines

1.0 Brand System

Minimum size for usage for printing media

1.5075 Inches

Minimum size for usage for digital media

90.45 Pixels

Minimum Size Always use the reference provided for applying the Aloft Hotels logo in the smallest size according to the media you plan to work in.

1.0 Brand System

Aloft Hotels Brand Guidelines

11

1.4 Brand Color

Preferred Color On White

Limited Color On PMS 021U

Preferred Color The preferred color for the logo should be used wherever possible. The symbol color is PMS Orange 021U and the wordmark is PMS 419U. Limited Color The limited color for the background color are PMS 419U or Cool Grey 1U.

12

Aloft Hotels Brand Guidelines

1.0 Brand System

Limited Color On PMS 419U/ Cool Grey 1U

Reverse White And Black

Reverse Color Where production only allows for a single color on a dark or light background the key-line logo should be produced in white or black.

1.0 Brand System

Aloft Hotels Brand Guidelines

13

1.5 Color Palette

Primary Color

PMS CMYK RGB HEX PMS CMYK RGB HEX

021 U 0 78 70 0 241 95 79 #f15f4f

PMS CMYK RGB HEX

Color Palette Color is a powerful component of the Aloft Hotels identity system. We have carefully chosen its color palette to create a cohesive identity for all of Aloft Hotels communications.

The primary color palette consists of orange and dark grey. The secondary color palette consists of cool grey.

14

Aloft Hotels Brand Guidelines

419 U 65 55 58 33 81 84 81 #515451

1.0 Brand System

1U 8660 231 231 231 #e7e7e7

Secondary Color

1.6 Supporting Graphic

Supporting Graphic Example (Business Card)

Supporting Graphic

Supporting Graphic Usage

The secondary graphic can make the brand identity more consistent and have a stronger personality. The graphic has the flexibility to place on different application.

The secondary graphic can only use with brand color palette (see section 1.5), and it should always have at least two circle and one double outline circle. The stroke weight of the secondary graphic should be 1pt.

1.0 Brand System

Aloft Hotels Brand Guidelines

15

1.7 Incorrect Usage

16

A

D

G

B

E

H

C

F

I

What Not To Do

Unacceptable Logo Usage

The examples on this page demonstrate incorrect use of the Aloft Hotels logo. Avoiding incorrect use is important for several reasons. Our company name and logo are valuable assets, and incorrect use can weaken our ability to protect these assets.

One incorrect use that is widely distributed will tend to encourage other incorrect uses. Do not alter or distort the logo in anyway. Be particularly careful that the logo is not applied on patterns that visually compete with the logo.

A Never Adjust Opacity

Aloft Hotels Brand Guidelines

1.0 Brand System

B Never Change The Stroke Weight C Never Stretch, Skew, Or Otherwise Distort Logo D Never Change The Distance Between Graphic And Type E Never Rotate Logo F Never Change The Proportions Of The Logo G Never Use Drop Shadow

J

M

P

K

N

Q

HOTELS L

O

R

Unacceptable Logo Usage H Never Use Bevel And Emboss

O Never Use Inner Shadow

I Never Delete Any Part Of The Logo

P Never Use Full Color Logo On Same Color Gradient Background

J Never Use Gradient

Q Never Use Logo On Same Color Background

K Never Use Inner Glow

R Never Use Full Color Logo In Light Background

L Never Alter The Color Arrangement Of The Logo M Never Use Outline N Never Use Other Typeface For Logotype 1.0 Brand System

Aloft Hotels Brand Guidelines

17

2.0 Graphic System

2.1

Primary Typography

2.2

Secondary Typography

2.3

Photography

2.1 Primary Typography

BASIC GOTHIC PRO Basic Gothic Pro Demibold (Headlines)

abcdefghijklnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Basic Gothic Pro Medium (Sub Headlines)

abcdefghijklnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Basic Gothic Pro Book (Body Text/ Default System)

abcdefghijklnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

20

Typography

Primary Typography

To help you communicate quickly and simply without distracting from your message, we’ve created a systematic approach to Aloft Hotels typography using Basic Gothic Pro as our primary typeface. Basic Gothic Pro acts as a starting guide to the brand’s development. The typeface is chosen for its modern geometric quality, legibility and uncomplicated design.

Basic Gothic Pro is our primary typeface. As the primary typeface, it is important that most Aloft Hotels communications use Basic Gothic Pro. The default weight to use is Basic Gothic Pro Book. In cases where legibility is an issue, please use Demibold or Medium weight.

Aloft Hotels Brand Guidelines

2.0 Graphic System

2.2 Secondary Typography

UNIVERS LT STD Univers Lt Std 73 Black Extended (Headlines)

abcdefghijklnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Univers Lt Std 63 Bold Extended (Sub Headlines)

abcdefghijklnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Univers Lt Std 53 Extended (Body Text/ Default System)

abcdefghijklnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Typography

Secondary Typography

To help you communicate quickly and simply without distracting from your message, we’ve created a systematic approach to Aloft Hotels typography using Basic Gothic Pro as our primary typeface. Basic Gothic Pro acts as a starting guide to the brand’s development. The typeface is chosen for its modern geometric quality, legibility and uncomplicated design.

Univers Lt Std is our secondary typeface. The default weight to use is Univers Lt Std 53 Extended. In cases where legibility is an issue, use 63 Bold Extended or 73 Black Extended.

2.0 Graphic System

Aloft Hotels Brand Guidelines

21

2.3 Photography /People

People Photography The images you choose should be compelling and reflective of the energy that people and all of our activities. Simple, young, and energetic images are the best way to express who we are to our outside audiences. Don’t limit it to men or women, it should be for all genders.

Be aware of all the essential components, sensitive contents of an image before shooting or using them in the media.

22

Aloft Hotels Brand Guidelines

2.0 Graphic System

Images for print should be at least 300 dpi at full size. Images for electronic or digital communications should be 72 dpi at full size. Image height and width dimensions will vary based on image placement, but will likely be measured in pixels.

2.3 Photography /Location

Location Photography The images you choose should show the charm and high-tech atmosphere of the city. A distinct, decent and vibrant images can help to build a brand identity system.

Images for print should be at least 300 dpi at full size. Images for electronic or digital communications should be 72 dpi at full size. Image height and width dimensions will vary based on image placement, but will likely be measured in pixels.

2.0 Graphic System

Aloft Hotels Brand Guidelines

23

3.0 Stationery System

3.1

Stationery System

3.2

Business Letter

3.3

Business Envelope

3.4

Business Card

3.1 Stationery System

26

Aloft Hotels Brand Guidelines

3.0 Stationery System

3.0 Stationery System

Aloft Hotels Brand Guidelines

27

11 Inches

3.2 Business Letter

8.5 Inches

28

Aloft Hotels Brand Guidelines

3.0 Stationery System

1.34”

0.83”

0.72”

1.11”

Business Letter

Business Letter Guidelines

The overall size of the letter is 8.5 inches wide by 11 inches high.

All stationery should be printed full color on white paper. Do not print on color paper.

Follow the measurement details and guidelines shown above for information placement.

3.0 Stationery System

Aloft Hotels Brand Guidelines

29

4 Inches

3.3 Business Envelope

9.5 Inches

Business Envelope The overall size of the letter is 9.5 inches wide by 4 inches high.

All stationery should be printed full color on white paper. Do not print on color paper.

30

Aloft Hotels Brand Guidelines

3.0 Stationery System

0.65”

1.89”

1.42”

0.72”

0.8”

Business Envelope Guidelines Follow the measurement details and guidelines shown above for information placement.

3.0 Stationery System

Aloft Hotels Brand Guidelines

31

3.5 Inches

3.4 Business Card

2 Inches

Business Card The overall size of the letter is 2 inches wide by 3.5 inches high.

All stationery should be printed full color on white paper. Do not print on color paper.

32

Aloft Hotels Brand Guidelines

3.0 Stationery System

0.51”

0.51”

0.39”

0.72” 1.53”

0.42”

Business Card Guidelines Follow the measurement details and guidelines shown above for information placement.

3.0 Stationery System

Aloft Hotels Brand Guidelines

33

4.0 Brand Applications

4.1

Website

4.2

Shuttle

4.3

Water Bottle

4.4

Pillow

4.5

Outdoor Signage

4.6

Paper Cup

4.7

Door Tag

4.8

Room Key & App Icon

4.9

Luggage Name Tag

4.10 Leather Bag 4.11 T-shirt 4.12 Food Pouch 4.13 Apple Watch 4.14 Towel

4.1 User Interface

User Interface This is a landing page of the website, where you can immediately request to book a hotel room, from multiple locations worldwide.

Where globally publish about a company or brand it should be contain its primary color. And it appears our brand color and specific typeface and measurement for user interfaces.

36

Aloft Hotels Brand Guidelines

4.0 Brand Applications

4.0 Brand Applications

Aloft Hotels Brand Guidelines

37

4.2 Shuttle

Shuttle Using logo and supporting graphic are the preferred design since they convey our brand the best way.

38

Aloft Hotels Brand Guidelines

4.0 Brand Applications

4.0 Brand Applications

Aloft Hotels Brand Guidelines

39

4.3 Water Bottle

Water Bottle Using logo and supporting graphic are the preferred design since they convey our brand the best way.

40

Aloft Hotels Brand Guidelines

4.0 Brand Applications

4.4 Pillow

Pillow Using logo and supporting graphic are the preferred design since they convey our brand the best way.

4.0 Brand Applications

Aloft Hotels Brand Guidelines

41

4.5 Outdoor Signage

Outdoor Signage Outdoor signage is a perfect use for standard logo. It can be placed on the center as appropriate for the layout.

42

Aloft Hotels Brand Guidelines

4.0 Brand Applications

4.6 Luggage Name Tag

Luggage Name Tag Luggage name tag are a perfect use for standard logo. It can be placed on the top center as appropriate for the layout. Using logo and primary typeface are the preferred design since they convey our brand the best way.

4.0 Brand Applications

Aloft Hotels Brand Guidelines

43

4.7 Door Tag

Door Tag Aloft Hotels’ logo can be placed on the top center as appropriate for the layout. Using logo and primary typeface are the preferred design since they convey our brand the best way.

44

Aloft Hotels Brand Guidelines

4.0 Brand Applications

4.8 Room Key & App Icon

Room Key & App Icon This is a page of the application, where you can immediately request to book a hotel room or unlock your room.

4.0 Brand Applications

Aloft Hotels Brand Guidelines

45

4.9 Paper Cup

Paper Cup Coffee cups can use the standard logo in the center with supporting graphics around it.

46

Aloft Hotels Brand Guidelines

4.0 Brand Applications

4.10 Leather Bag

Leather Bag Leather Bag can be printed on black or color fabrics, but the color of the logo should follow our brand color (see section 1.4).

If printing on color fabric, make sure that the fabric matches the colors described in this guide and that our logo can be reproduced accurately.

4.0 Brand Applications

Aloft Hotels Brand Guidelines

47

4.11 T-shirt

T-shirt T-shirt can be printed on white or color fabrics, but the color of the logo should follow our brand color (see section 1.4).

If printing on color fabric, make sure that the fabric matches the colors described in this guide and that our logo can be reproduced accurately.

48

Aloft Hotels Brand Guidelines

4.0 Brand Applications

4.12 Food Pouch

Food Pouch Even the food pouch can have a little Aloft Hotels’ personality and charm. Do not use other colors or typeface not included in this guide for any collateral.

4.0 Brand Applications

Aloft Hotels Brand Guidelines

49

4.13 Apple Watch

Apple Watch This is a watch interface showing how to open the Aloft Hotels room page. Apple watch should use the standard logo in the center with supporting graphics around it.

50

Aloft Hotels Brand Guidelines

4.0 Brand Applications

4.14 Towel

Towel If printing on white towel, please make sure that our logo is PMS 419U, otherwise, it will affect the legibility. Towel can only use the standard logo in the center with no supporting graphics around it.

4.0 Brand Applications

Aloft Hotels Brand Guidelines

51

If you are having trouble with anything in this guide, you are missing brand elements from the brand package, or you are unsure if your communication best represents the Aloft Hotels brand, please contact the Aloft Hotels design team at brand approval@alofthotels.com.

Typeface All fonts in this book were Basic Gothic Pro designed by Hannes von Dรถhren and Livius Dietzel.

Software Adobe Creative Cloud: Illustrator, Photoshop and InDesign.

Print & Binding Printed and Bound at ImageInk Publisher Aloft Hotels Designer Judy Yang

Starwood Hotels & Resorts Worldwide 1 StarPoint Stamford, CT 06902 +1 203 964 6000 www.aloft-hotels.marriott.com CopyrightŠ 2019 Aloft Hotels. All rights reserved. This product is protected by U.S. and international copyright property laws.

Aloft Hotels is a registered trademark in the United States and/ or other jurisdictions, All other marks and names mentioned herein may be trademarks of their respective companies.