BR AND IDE NT IT Y G UIDE L INE S 2016
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At McKibbon Hospitality, we passionately design and manage places of hospitality with an eye for operational efficiency and a genuine desire to elevate experience.
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Our Brand Story | Brand Identity Guidelines 2016
Hospitality Begins With Us. From each thoughtful business partnership to the personal detail of a guest’s experience, hospitality starts here. Across 8 decades of service, we’ve developed, owned, managed and renovated nearly 100 hotels, partnering with the largest proprietors in the industry. We measure success by the quality of our work and the personal connections we make along the way. Continuous improvement is in our DNA, and we’re fueled by a guest-focused commitment to service. We guide every facet of hospitality development and management, from site selection and financing to hotel openings, operations and renovations. Our legacy is built on a foundation of integrity, anchored in how we value our guests, treat our associates and partners, and give back to our communities.
Our Guiding Principles | Brand Identity Guidelines 2016
Our Guiding Principles Think bigger.
Love your community.
Do the right thing.
Being an industry leader means finding
As hotel builders, owners and managers,
Our commitment to quality and integrity
better, more innovative ways to serve our
we are not just hotel brand ambassadors
mean we’re not satisfied with good
partners, guests and communities.
– we are city ambassadors. We believe in
enough or “we’ll fix it later.” We invest our
the cities we serve. It’s a big part of why we
time, energy and resources into delivering
choose to do business there.
heartfelt solutions.
Support each other.
Make a lasting impression.
The way we treat our work family serves as
Above all, it’s how you are remembered that will stand the test of
the foundation for how we do business. Be
time. Every interaction is an opportunity to go above and beyond.
good to each other, and business will be
Make it count.
good to us.
Our Vision | Brand Identity Guidelines 2016
Our Vision Empower People
Elevate Experience
Create Value
We empower people by enabling
We believe in elevating experience
We create value by fulfilling our
them to deliver on the brand promise
through a devotion to quality and a
promises to guests, associates, and
individually, and to collectively help us
genuine concern for the experience we
owners and finding new ways to
improve.
provide.
exceed expectations.
Our Mission | Brand Identity Guidelines 2016
Our Mission Family
Creators
Connectors
We Are Family: united by our culture,
We Are Creators: crafting memorable
We Are Connectors: every moment
and driven by our service-first spirit.
experiences and actively seeking moments
matters. It’s that personal. It’s that
for thoughtful “just-for-you” details.
simple.
Background & Inspiration | Brand Identity Guidelines 2016
Why McKibbon Hospitality? Hospitality is the thread that connects every single member of our organization. It drives every decision we make, from the corporate level down to our daily interactions with guests, vendors and partners. Those who have stayed in our hotels praise the customized McKibbon hospitality experience, sharing their thanks and their stories through correspondence and social media. As we continue to evolve, expanding our reach and increasing brand awareness remains a top priority. We believe the name McKibbon Hospitality resonates with our employees and our audiences, reminding them at every touchpoint that hospitality begins with us.
Name & Tagline | Brand Identity Guidelines 2016
Our Self-Reflection Story Our dedication to our associates and guests is reflected in our identity and our unique perspective on hospitality. Our tenacity is a touch unconventional. Our attention to meaningful details is unwavering. We delight in the commitment to our mission. It’s a reflection of who we are.
Our Name
Tagline Usage
On first mention, in print, and on web,
Our tagline is our brand promise:
it is always McKibbon Hospitality. McKibbon
The corporate tagline, “Hospitality Begins
on its own can be used for subsequent
With Us,” is applicable when referring to
mentions. Take care when spelling things
the entire company. The more personal
out. Capital “M”, Capital “K” and lower-case
variation for an individual’s usage is
“c” in-between: McKibbon.
“Hospitality Begins With Me”.
Upside Down Hospitality The reflected ‘hospitality’ is upside down so it persistently reads toward us and reinforces our core mission in all that we do.
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Primary Logo Mark | Brand Identity Guidelines 2016
Primary Logo Mark Our logo is the face of McKibbon Hospitality. While it’s confident and contemporary, it holds the secrets to our success in its conceptual roots. Use this primary logo as a first introduction or a strong closing statement. Our logo is a badge of pride.
P O SIT IO N ING
VIBR ANT COL OR
THE HORIZ ON
McKibbon is above the horizon conveying
A vibrant and joyous red sends a clear
A horizon line divides the name and
aspiration and vision.
message of our confidence and passion.
provides a practical and efficient ground.
FONT
R E FL E CT ION
UPSIDE DOWN HOSPITA LITY
A strong yet affable san-serif font delivers
Hospitality is reflected off of our name
The reflected ‘hospitality’ is upside down
the visual structure of a no-nonsense
revealing our essence.
so it persistently reads toward us and
approach.
reinforces our core mission in all that we do.
Short-Form Mark | Brand Identity Guidelines 2016
Short-Form Mark The McKibbon Hospitality short-form mark is a friendly reminder of our playful diligent spirit and a non-invasive reminder of our presence. Use it as a graphic element, a friendly variation or a badge of honor. The short-form mark is a supporting graphic and may be used after the introduction of our primary logo.
Logo Usage | Brand Identity Guidelines 2016
Logo Usage A simple glance at our logo reminds each of us how important it is to look at our responsibility in delivering the brand promise. Our logo is a valuable asset that must be used consistently in the proper, approved forms. The logo may not be altered in any way. Please do not copy and paste the logo in any application. Use of the logo must be approved by the corporate communications department. If you have an upcoming need for the logo, please contact Stephanie Dutka at Stephanie.Dutka@McKibbon.com.
Color Palettes | Brand Identity Guidelines 2016
Our Colors Primary Color Palette McKibbon Hospitality’s primary color palette consists of McKibbon Red, McKibbon Blue, and McKibbon Gray. These colors should play an important role in all brand expressions to provide recognition and continuity.
MCKIBBON RED
MCKIBBON BLUE
MCKIBBON GRAY
Typography | Brand Identity Guidelines 2016
Our Fonts San-Serif Font
Alt San-Serif Font
Download
McKibbon Hospitality’s primary typeface
Should “Open Sans“ be unavailable use
https://www.google.com/
is “Open Sans”, used in Light, Regular,
“Arial” and “Arial Bold.” Whenever possible
fonts#UsePlace:use/Collection:Open+Sans
Semibold, Bold, and Extra Bold weights.
only use “Open Sans.”
Download the zip file and install the font.
The Bold and Extra Bold weights are reserved for headlines and rare special circumstance elements.
Open Sans Free Google Font | Brand Identity Guidelines 2016
O PEN SANS L I G H T
OPEN SANS BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
O PEN SANS RE G U L AR
OPEN SANS EXTRA BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
O PEN SANS SE MI BOL D
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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Open Sans In Use | Brand Identity Guidelines 2016
This is a headline. This is a Strong Sub-Headline TH IS IS A SECON D AR Y S U B - H E AD LI N E
O P E N S A N S R E GUL A R , 3 0 P T , K E R N - 2 0 P T . ( S e n te n c e c a s e )
O P E N S A N S R E GUL A R , 3 0 P T , K E R N - 2 0 P T . ( T i tl e C a s e ) OPEN SANS SEMIBOLD, 9 PT, KERN 100 PT. ( UP P E R C A S E )
McKibbon Hospitality lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id suscipit felis. Praesent nec lacus nec dui accumsan feugiat. Integer tortor orci. O P E N S A N S R E GUL A R , 9 P T .
Aliquam varius risus ut, lorem ipsum dolor sit amet,
( S e n te n c e c a s e )
consectetur adipiscing elit. Fusce id suscipit felis. Praesent nec lacus nec dui accumsan feugiat. Integer tortor orci, aliquam varius.
Aliquam varius risus sit amet, consectetur adipiscing elit. — PULL Q U O T E
O P E N S A N S R E GUL A R , 1 4 P T . ( S e n te n c e c a s e )
O P E N S A N S R E GUL A R , 9 P T , K E R N 1 0 0 P T . ( UP P E R C A S E )
Our Company Name | Brand Identity Guidelines 2016
Our Company Name When using the company name, please follow the guidelines below.
Primary Use
Secondary Use
Legal Use
For use in marketing communications and
For subsequent mentions after McKibbon
For legal and certain professional purposes, we
building signage.
Hospitality has been used.
are still three separate business entities and the
McKibbon Hospitality
McKibbon
official legal company names will be used when
Divisions of McKibbon Hospitality:
necessary. McKibbon Hotel Group, Inc.
- Investments & Development
McKibbon Hotel Management, Inc.
- Hotel Management
MHG Construction Services LLC
- Renovations Management
Our Brand Voice | Brand Identity Guidelines 2016
Our Brand Voice Our mark serves as a persistent reflection of who we are, our voice echoes that.
An Authentic Voice
An In-Tune Voice
A Knowledgeable Voice
We use words that convey information,
We speak in first-person and every
We know our properties and our
personality, and intention —
communication feels like a fresh conversation
communities inside and out. We’re not a
communication that delivers truth. It’s the
and a warm invitation. Our people speak for
bore with our knowledge, but we like to
voice of insight. It’s authentic. Our customers
themselves and our company does, too. “We”,
drop little tidbits that make the place come
and our partners believe us and believe in us
“us” and “ours” keeps things personal and at
alive, little facts and anecdotes that surprise
because we’re direct, open and candid. If the
your service
you, things you can’t wait to share with your
intent is clear, the words should be, too.
family and friends.
Verbal Identity | Brand Identity Guidelines 2016
Our language should ... Always...
Never...
• Delight and charm
• Be contrived
• Feel personal and inclusive
• Be cold
• Share the guests’ sense of adventure
• Elaborate
• Share our associates’ sense of ingenuity
• Embellish
and style • Be clear and welcoming • Be specific and thought-provoking
• Be too cheeky • Be too clever
The Verbal Identity standards bring the brand to life in written and verbal communications. The more consistently Brand Voice is used in communication and execution, the more quickly consumers will identify with the brand and what sets it apart.
Voicemail Greetings & Away Phone Messages | Brand Identity Guidelines 2016
Voicemail Greetings & Away Phone Messages Your voicemail is often the first impression a caller receives about your personality, our business, and our brand. Voicemail greetings and out-of-office messages are great ways for you to be memorable and unique. Be sure to update your greetings with our new name, and feel free to personalize the recommended greetings below.
Office Phone Greetings
Cell Phone Greetings
Away Phone Message
Hello [or hi]! You’ve reached the voicemail
Hi, you’ve reached the cell phone of YOUR
Hello [or hi]! You’ve reached the voicemail of
of YOUR NAME at McKibbon Hospitality. I’m
NAME with McKibbon Hospitality. I’m unable
YOUR NAME, YOUR JOB TITLE at McKibbon
currently away from my desk or on another
to take your call at the moment. Please leave
Hospitality. I will be out of the office starting
line. Please leave your name, number and a
your name, number and a brief message after
on DATE and will return on DATE. You
brief message, and I will return your call at
the tone and I’ll be in touch with you at my
may call me when I return or leave a brief
the earliest opportunity. Thank you!
earliest opportunity.
message. If this is an emergency, please contact me on my cell phone at NUMBER.
Out of Office Email Messages | Brand Identity Guidelines 2016
Out of Office Email Messages Please use these recommended out of office messages listed below.
External Vacation Email Message
External Business Trip Email Message
We believe that even the most dedicated hospitality experts need
While we love staying connected to our clients, partners and vendors
to unplug. So I’m taking a few days to experience the other side of
through email, we’re also big believers in face-to-face connections. So
hospitality. I’ll be back at your service on RETURN DATE.
today, I’ll be unable to respond to your message while I [attend XYZ conference, attend client meetings, visit our XYZ property, etc.].
If your email is urgent, please don’t hesitate to contact EMPLOYEE NAME at NUMBER or EMAIL ADDRESS. He/she is not on vacation and would be
If your email is urgent, please don’t hesitate to contact EMPLOYEE NAME
more than happy to assist you.
at EMAIL ADDRESS. He/she would be more than happy to assist you. Otherwise, I’ll get back to you as soon as I can.
While I’m away, I invite you take a few moments to catch up on our recent and upcoming hotel developments or catch up with us on Instagram,
While I’m away, I invite you to take a few moments to catch up on
Facebook or Twitter.
our recent and upcoming hotel developments or catch up with us on Instagram, Facebook or Twitter.
I look forward to connecting with you when I return, NAME
I look forward to connecting with you when I return, NAME
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Email Standards | Brand Identity Guidelines 2016
Email Standards Email signatures are in many ways like first impressions. It’s important for our company’s brand to have a unified look as we communicate via email. All corporate employees, please reach out to Stephanie Dutka at Stephanie.Dutka@McKibbon.com for your custom email signature. All hotel associates will use their brand email signatures.
Email Signatures
Font Sizes
Standard email signature
Update the font that appears in the body of your email messages to Open Sans, black color. For Mac users, use font size 13. For PC users, use font size 11. You can download Open Sans here: https://www.google.com/ fonts#UsePlace:use/Collection:Open+Sans Download the zip file and install the font.
Optional email signature for replies & forwards
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Stationery | Brand Identity Guidelines 2016
Business System
Envelope
Notecard
Letterhead
Back
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Presentation Template | Brand Identity Guidelines 2016
Presentation Template The corporate presentation is available upon request. Please reach out to Stephanie Dutka at Stephanie.Dutka@McKibbon.com.
Title Slide
Section Title Slide
Body Slide
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Promotional Items | Brand Identity Guidelines 2016
Promotional Items We are in the process of developing new apparel and promotional products. We’ll notify you as soon as they are available for order. If you have an immediate need for something, please contact Lauren Bowles at Lauren.Bowles@McKibbon.com. We appreciate your cooperation and patience! Promotional Items Coming Soon: · Notepads
· Tumblers
· Pens
· General Apparel
· Volunteer Shirts
· Lapel Pins
Volunteer shirts
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Brand Rollout Timeline | Brand Identity Guidelines 2016
Brand Rollout Timeline
INTERIM WEBSITE
BUSINESS SYSTEM
WEBSITE, HRIS & INTRANET
TOOLS & RESOURCES
Redirect to McKibbon.com including basic elements of the new brand.
Includes email signatures, business cards, stationery, etc.
Includes McKibbon.com, HRIS and a new centralized hub for employee information.
Includes tools & resources for best practices on how each employee is responsible for delivering on the brand promise across all departments.
April 2016
June 2016
September 2016
September 2016
Brand Consistency | Brand Identity Guidelines 2016
Consistency is key. A successful branding simply magnifies and amplifies the best qualities of McKibbon, and that’s the goal of the brand guidelines – to provide the information and tools you need to confidently project McKibbon’s essence and identity. Consistency is key, and we’ve solidified the new brand designs and values that must be implemented by all employees. Please DO: · Update your email signature
· Update company company on your social media profile pages
· Read all of the Brand Identity Guidelines
· Visit IamMcKibbon.com for branding updates
· Reach out if you have any questions Please DO NOT: · Alter the logo in any way
· Change verbiage of taglines, mission statements, etc.
· Alter the specific design of our name
· Change email signatures (content and design)
· Change colors of logo or copy
· Order any promotional items with the new logo
· Change the font of copy Have questions? Please contact Lauren Bowles, Director of Communications at Lauren.Bowles@McKibbon.com or call 813.472.7397. Want to see more? Visit www.IamMcKibbon.com and use the password HospitalityBeginsWithMe.
McKibbon Hospitality Tampa Office 5315 Avion Park Drive, Suite 120 Tampa, FL 33607 (813) 241.2399 Gainesville Office 402 Washington Street SE, Suite 200 Gainesville, GA 30501 (770) 534-3381 www.mckibbon.com