万豪国际集团

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2025-01-18 999+ 99+ 51.03MB 175 页 199Z币 海报
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September 2022
Style Guide
Section 1
OUR BRAND
Our Name ...................... 5
Brand House .....................6
Brand Personality ................11
Audience .......................12
Where Can We Take You?™ ........13
Section 2
TRAVEL PROGRAM DETAILS
Status and Benets ...............15
Lifetime Status ...................16
Hotel Brands.....................17
Section 3
DESIGN ELEMENTS
Color...........................19
Typography......................24
Logo Family .....................28
CTA Logo Lockups................31
Path Connector...................37
Combining CTA Logo Lockups
With the Path Connector ...........43
Cropping Don’ts ..................52
Path Connector Animation ..........53
CTA Button Style .................61
Brand Bars ......................64
Iconography .....................67
Section 4
COPY
Our Voice .......................70
Headline and Subhead Examples ....74
Body Copy and CTA Examples ......82
Copy Considerations and Terms .....85
Vanity URLs .....................92
Section 5
PHOTOGRAPHY
The Allure of Hospitality ............96
Content ........................97
1: Properties ...................99
2: Destinations ................100
3: Experiences ................101
4: Food and Beverage ..........102
Content Don’ts ..................105
Composition ...................106
1: Focal Point .................108
2: Cropping .................. 111
3: Color......................112
Composition Don’ts ..............114
Section 6
CREATIVE DEVELOPMENT
Creating Hotel Brand Assets .......116
Bringing It All Together ...........117
Step One: Frame ..............118
Step Two: Copy ...............125
Step Three: CTA Logo Lockup ...130
Step Four: Path Connector ......132
Section 7
CHANNEL EXAMPLES
DOOH and OOH ................137
Sequential OOH .................140
Digital Display ..................143
Social .........................151
Email .........................154
Print ..........................156
Radio and Streaming Audio .......159
Section 8
EVENT ACTIVATIONS AND
MERCHANDISE
Event Activations ................162
Merchandise ...................164
Brand Application Don’ts .........168
Section 9
PARTNERSHIP GUIDELINES
Our Partners and Sponsors ........170
Partner Logo Lockup .............171
Section 10
INQUIRIES AND RESOURCES
Contact........................173
Marriott Bonvoy Identity Resources ..174
Contents
Click on the navigation tabs or any page description below to go directly to the section you need.
2 MARRIOTT BONVOY STYLE GUIDE ©2022 Marriott International, Inc. All Rights Reserved. Condential and proprietary — may not be reproduced or distributed without the prior written consent of Marriott.
Our
Brand
Travel Program
Details
Design Elements
Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Welcome to the Next Leg of
the Marriott Bonvoy Journey
While our world-class travel program continues to offer unparalleled
benets our members love, we’ve evolved the Marriott Bonvoy® brand to
take the experience to the next level.
This style guide outlines the evolution of our brand along with ways to
engage and inspire our travelers throughout the world. You’ll discover an
expressive system that elevates Marriott Bonvoy and unites our portfolio
of 30 extraordinary hotel brands.
3 MARRIOTT BONVOY STYLE GUIDE ©2022 Marriott International, Inc. All Rights Reserved. Condential and proprietary — may not be reproduced or distributed without the prior written consent of Marriott.
Our
Brand
Travel Program
Details
Design Elements
Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Section 1
Our Brand
4 MARRIOTT BONVOY STYLE GUIDE ©2022 Marriott International, Inc. All Rights Reserved. Condential and proprietary — may not be reproduced or distributed without the prior written consent of Marriott.
Our
Brand
Travel Program
Details
Design Elements
Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our Name
Comes from “bon voyage,”
which means “have a good trip.”
Evokes travel and exploration.
Embraces and elevates the portfolio by
being friendly yet upscale.
Is distinctive yet understood globally.
Takes loyalty in a fresh direction.
Is rich with narrative potential.
5 MARRIOTT BONVOY STYLE GUIDE ©2022 Marriott International, Inc. All Rights Reserved. Condential and proprietary — may not be reproduced or distributed without the prior written consent of Marriott.
Our
Brand
Travel Program
Details
Design Elements
Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
摘要：

September2022StyleGuideSection1OURBRANDOurName......................5BrandHouse.....................6BrandPersonality................11Audience.......................12WhereCanWeTakeYou?™........13Section2TRAVELPROGRAMDETAILSStatusandBenefits...............15LifetimeStatus...................16HotelB...

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