MOXY HOTEL br and standards manual
COPYRIGHT © 2021 Moxy Hotels All Rights Reserved. No parts of this publication may be reproduced, stored in retrieval system, or transmitted in any form by any means electronic, mechanical, photocopying, recording or otherwise without the permission of the copy right holder.
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MOXY HOTEL BRAND GUIDELINES
LETTER FROM THE DIRECTOR
Moxy Hotels, Marriott International’s newest & edgiest affordable brand, serves as a
playground that attracts Fun Hunter travelers. With a highly competitive market for hotels, Moxy gives owners and franchisees a new pick of the litter to compete in the upper,
midscale priced tier in prime urban locations. The Moxy brand offers a vibrant, lifestyle
experience-driven product.
For guests, Moxy is of exceptional value through offering lively public spaces and minmalist style. Moxy offers everything you want, nothing you don’t. The robust demand of
younger generation travelers to maximize their savings drives top-line revenue for the brand. With over 130 hotels approved or under construction, Moxy is ready to play on.
Moxy is supported by the Power of Marriott, and was created to support the robust
demand of younger generation travelers. Moxy provides stylish, industrial design and
sociable service at an attractive price point, so that guests can splurge on the experi-
ences that matter most to them during their travels.
Created for the young at heart, Moxy celebrates nonconformity, open-mindedness, and
originality above all. Featuring small but smart bed rooms & vibrant social spaces with
bold programming to plug and play, the Moxy experience is designed to inspire every trav-
eler to make the most of the time away from home.
So welcome to the inner workings of Moxy. This book serves as a guideline to visually
representing the Moxy Brand authentically. Our recent update has been catered to the
adventurer in everyone- bold, spontaneous, and lots of fun!
S cott Mescudi Scott Mescudi
DIRECTOR OF MARKETING
FORWARD
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Moxy | ‘mäksē’ | noun
force of character, determination, or nerve.
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MOXY HOTEL BRAND GUIDELINES
TABLE OF CONTENTS
1.0
3.0
THE LOGO
MOXY IN ACTION
1.1
Previous Logo
3.1
St ationer y
1.2
Preferred Logo
3.2
Room Key
1.3
Logo Clear Space
3.3
Hanging Door Tag
1.4
Wordmark
3.4
Information Tent
1.5
Color Usage
3.5
Note Tak ing
1.6
Incorrect Usage
3.6
B athroom A pplications
3.7
Pillows
3.8
Mox y Cafe Room Kit
3.9
Mox y Cafe Materials
3.10
Umbrella
3.11
Tote B ag
2.0 MOXY STANDARDS 2.1
Typography
3.12
Employee Uniforms
2.3
Color Palet te
3.13
G uest Transpor t ation
2.4
Mox y Monogram
3.14
Ad ver tising
FORWARD
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MOXY HOTEL BRAND GUIDELINES
SECTION ONE
1.0 THE LOGO 1.1
Prev ious Logo
1.2
Preferred Logo
1.3
Logo Clear Space
1.4
Logo + Ty pography
1.5
Color Usage
1.6
Incorrect Usage
MEET THE MOXY LOGO Throughout this chapter you will learn everything you need to know about how to handle the Moxy logo symbol & wordmark within your own designs.
SECTION 01: THE LOGO
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1.1 PREVIOUS EDITION
DESCRIPTION Moxy’s original logo portrayed the brand’s sense of playfulness. This logo and color palette influenced the entirety of Moxy’s previous brand aesthetic.
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Although this logo served us well, The curvy hand written script combined with the fluid X & pink color choice lacks the bold punch Moxy is all about.
MOXY HOTEL BRAND GUIDELINES
1.2 PREFERRED EDITION
DESCRIPTION Moxy’s new logo uses geometric forms, sharp angles, bold lettering, and a unique composition to express the word Moxy.
The new logo system was inspired by Urban City Streets — where Moxy Hotels live. It communicates our core value of consistently creating connections.
SECTION 01: THE LOGO
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1.3 CLEAR SPACE
GUIDELINES
CLE AR SPACE DISTANCE: SIZE OF THE WHITESPACE INSIDE THE LE T TER “O”
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DESCRIPTION
GUIDELINES
Clear space is the term for a specific amount of space that a logo must have on all sides, no matter where it is used. The reason for clear space is to ensure that a logo maximizes impact, readability and visibility.
To ensure consistency, the distance of clear space guarding the logo symbol is equal to the size of the counter (AKA negative space) in the letter “O”.
MOXY HOTEL BRAND GUIDELINES
USAGE
WORD MARK
TYPOGRAPHY
INVERSE LOGO
moxy hotel DOWNTOWN OAKL AND 2279 Telegraph Ave Oakland, CA 91728
Call for a reser vation! 415 829 7283
moxy hotel
* only acceptance to the rule, using 50% clearspace
100% clear space followed around entire symbol.
100% clear space followed around entire symbol.
CLEAR SPACE USAGE Whenever the logo in being placed alongside another element, clear space should be followedusing the letter “o” as a consistent baseline.
The clearspace guidelines remain intact when combining the logo symbol with typography like in the examples featured above.
SECTION 01: THE LOGO
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1.4 LOGO COLOR USAGE
PREFERRED COLOR USAGE
PREFERRED SYMBOL
PREFERRED INVERSE
BLACK (HEX#262626)
WHITE (HEX#ffffff) / BLACK (#262626)
Because the interior design and aesthetic of our hotel is so colorful and bold, we primarily leave our logo in a B&W color space.
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When using our color on a non-white background, our preference is to use an “inverse” or opposite color composition.
MOXY HOTEL BRAND GUIDELINES
ALTERNATE COLOR USE
A
B
C
D
E
F
ALTERNATE COLORS If using black does not work for your design, try using one of our other approved colorways.
A B C
GREY1 (HEX#949da1) GREY2 (HEX#676c72) RED (HEX#b52629)
SECTION 01: THE LOGO
D E F
WHITE / GREY1 GREY1 / GREY2 RED/RED
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1.5 INCORRECT USAGE
A
B
C
D
E
F
mox y hotels
M
O
X
Y
H
O
T
E
L
S
moxy
RULES A-F A B C
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DON’T put logo in a box DON’T outline symbol DON’T use unapproved shapes
A B C
DON’T use unapproved type DON’T put text in logo DON’T put text ontop of logo
MOXY HOTEL BRAND GUIDELINES
hotel
G
H
I
J
K
L
RULES G-L G DON’T outline letters H DON’T stretch logor I DON’T use unapproved colors
J K L
DON’T separate letters DON’T layer black+color DON’T layer unapproved colors
SECTION 01: THE LOGO
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MOXY HOTEL BRAND GUIDELINES
SECTION TWO
2.0 BR AND STANDARDS 2.1
Typography
2.2
Color Palette
2.3
Moxy Monogram
MOXY STANDARDS Now that you’re familiar with how to handle the logo, here are a few guidelines and tips on how to implement the logo with additional elements in a way that visually accurately represents the Moxy brand.
SECTION 02: BRAND STANDARDS
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2.1 TYPOGRAPHY
AaBb A k t i v G rote s k
Thin Light | Regular | Medium | Bold | Xbold | Black A O a o
B
C
P
b p
D
Q
c
E
R
d q
F
S
e r
G
H
T
U
g
h
i
u
v
f s
t
I
J
V
0 1 2 3 4 5 6 7 8 9
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K
W
j
L
M
N
X
Y
Z
l
m
n
y
z
k w
x
! # @ & % * ? $
DESCRIPTION
USAGE
Our main type family is Aktiv Grotesk, a crisp San Serif font that is clearly legible no matter the medium.
Aktiv Grotesk Regular is typically used for body copy, and generally is presented in 9/14 pts
MOXY HOTEL BRAND GUIDELINES
A k t i v G rote s k E x te n d e d
AaBb
Thin Light | Regular | Medium | Bold | Xbold | Black A O a o
B P b p
C
D
Q c
E R
d q
F S
e r
G
H
I
T
U
V
h
i
f s
0 1 2 3 4 5 6 7 8 9
g t
u
v
J
K W
j
k w
L
M
N
X
Y
Z
l
m
n
x
y
z
! # @ & % * ? $
DESCRIPTION Aktiv Grotesk Extended is a wider, sleeker, and more modern variation of Aktiv Grotesk.
This font is solely used for titles and headers, and sizing varies relative on the medium.
SECTION 02: BRAND STANDARDS
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2.2 COLOR PALETTE
PMS 426 C
PMS 424 C
C 71 M 65 Y 64 K 69
C 61 M 49 Y 45 K 14
HEX # 262626
R 38 G 38 B 38
HEX # 676D72
R 103 G 109 B 114
PMS 656 C
PMS 1805 C
C 11 M 5 Y 8 K 11
C 20 M 98 Y 95 K 11
HEX # E1E5E5
HEX # B52529
R 225 G 230 B 229
R 181 G 38 B 41
DESCRIPTION When communicating our brand through a variety of mediums, using consistent color palette will help your audience recognize our brand.
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We use a concise color palette that consists of 3 shades of grey and a pop of Moxy Red. This keeps our brand from clashing with our vibrant interior.
MOXY HOTEL BRAND GUIDELINES
2.3 MOXY MONOGRAM
DESCRIPTION The Moxy Monogram is Moxy’s signature pattern featured as a graphic element on many of our brand applications.
This pattern is composed of repeared arrangement of our logo symbol- representing the brand’s key value of interconnectivity.
SECTION 02: BRAND STANDARDS
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MOXY HOTEL BRAND GUIDELINES
SECTION THREE
3.0 APPLICATIONS 3.1
St ationer y
3.2
Room Key
3.3
Hanging Door Tag
3.4
Information Tent
3.5
Note Tak ing
3.6
B athroom A pplications
3.7
Pillows
3.8
Mox y Cafe Room Kit
3.9
Mox y Cafe Materials
3.10
Umbrella
3.11
Tote B ag
3.12
Employee Uniforms
3.13
G uest Transpor t ation
3.14
Ad ver tising
MOXY IN ACTION Throughout this chapter, you will be presented with real world applications of how we put our brand standards and guidelines into use.
SECTION 03: APPLICATIONS
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3.1 BRAND STATIONERY
Letterhead
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MOXY HOTEL BRAND GUIDELINES
Envelope, Business Card
SECTION 03: APPLICATIONS
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3.2 ROOM KEYS
Monogram Keyholder, RFID Room Key
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MOXY HOTEL BRAND GUIDELINES
3.3 HANGING DOOR TAGS
Guest Door Tags
SECTION 03: APPLICATIONS
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3.4 INFORMATION TABLE TENT
Wifi Information Tent
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MOXY HOTEL BRAND GUIDELINES
3.5 NOTE TAKING
Notebook, Pens
SECTION 03: APPLICATIONS
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3.6 BATHROOM APPLICATIONS
Bathrobe, Slippers
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MOXY HOTEL BRAND GUIDELINES
Hand & Bath Towels
SECTION 03: APPLICATIONS
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3.7 PILLOWS
Monogram Throw Pillows
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MOXY HOTEL BRAND GUIDELINES
3.8 MOXY CAFE ROOM KIT
Monogram Cup, Complimentary Coffee
SECTION 03: APPLICATIONS
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3.9 MOXY CAFE APPLICATIONS
Dining Set
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MOXY HOTEL BRAND GUIDELINES
To-go carrier
SECTION 03: APPLICATIONS
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3.10 UMBRELLA
Monogram Umbrella
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MOXY HOTEL BRAND GUIDELINES
3.11 TOTEBAG
Brand Tote Bag
SECTION 03: APPLICATIONS
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3.12 EMPLOYEE UNIFORMS
Male, Female Uniforms
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MOXY HOTEL BRAND GUIDELINES
Management Attire, Optional Face Mask / Neck Tie, Name Tag
SECTION 03: APPLICATIONS
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3.13 GUEST TRANSPORTATION
Custom Moxy Car
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MOXY HOTEL BRAND GUIDELINES
SECTION 03: APPLICATIONS
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3.14 ADVERTISING
Bus Stop Poster
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MOXY HOTEL BRAND GUIDELINES
Social Media Ad
SECTION 03: APPLICATIONS
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1.0 TITLE
DESCRIPTION
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MOXY HOTEL BRAND GUIDELINES
1.0 TITLE
DESCRIPTION
SECTION 01: THE LOGO
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