brand - tripadvisor: read reviews, compare prices & book · better • book better • go...

BRAND

GUIDELINESRELEASED / APRIL 2017

LOGOS & USAGEBRAND GUIDELINES / APRIL 2017

2

PRIMARY LOGOTYPEThe logo is not integrated with text. Any pairing of text and the Primary logotype needs to be approved by the Brand team.

LOGOTYPE ARTWORKDo not redraw or recreate any element of the logotype. Use only supplied and approved digital formats.

USAGE GUIDELINES

Print: When scaled proportionally, the primary logotype must never be smaller than 0.8 inches or 20mm wide.

Web: When scaled proportionally, the primary logotype must never be smaller than 80 pixels wide.

Y/2

Brand Guidelines / 3

PRIMARY LOGOTYPE

PRIMARY LOGOTYPE FOR WHITE BACKGROUND

PRIMARY LOGOTYPE MINIMUM SIZE

PRIMARY LOGOTYPE FOR GREEN BACKGROUND

PRIMARY LOGOTYPE FOR BLACK BACKGROUND PRIMARY LOGOTYPE AREA OF NONINTERFERENCE

Y

CLEAR SPACE: The minimum amount of clear space on all sides of the logotype is the equivalent to half the height (Y/2) of the TripAdvisor logo.

PRIMARY LOGOTYPE WITH TAGLINEThe purpose of this lockup, and all lockup variations, is to clearly communicate TripAdvisor’s brand position and value proposition.

For the Primary logotype with tagline lockup to be effective, it must also be legible. This is why minimum size guidelines must be followed and are strictly enforced.

Any pairings of the tagline and the Primary logotype not documented in the TripAdvisor Brand Guidelines must be submitted to the Brand team for approval.


USAGE GUIDELINES

Print: When scaled proportionally, “know better • book better • go better” in the logo lockup must never be smaller than 8pt Arial Regular type. This is true for all variations of the Primary logotype tagline lockup.

Web: When scaled proportionally, “know better • book better • go better” in the logo lockup must never be smaller than 11px Arial Regular type. This is true for all variations of the Primary logotype tagline lockup.


PRIMARY LOGOTYPE WITH TAGLINE (JUSTIFIED)

Y/2

PRIMARY LOGOTYPE WITH TAGLINE FOR WHITE BACKGROUND

PRIMARY LOGOTYPE WITH TAGLINE MINIMUM SIZE

PRIMARY LOGOTYPE WITH TAGLINE FOR GREEN BACKGROUND

PRIMARY LOGOTYPE WITH TAGLINE FOR BLACK BACKGROUND PRIMARY LOGOTYPE WITH TAGLINE AREA OF NONINTERFERENCE

Y






USAGE GUIDELINES




PRIMARY LOGOTYPE WITH TAGLINE (CENTERED)

Y/2


PRIMARY LOGOTYPE WITH TAGLINE MINIMUM SIZE


PRIMARY LOGOTYPE WITH TAGLINE FOR BLACK BACKGROUND PRIMARY LOGOTYPE WITH TAGLINE AREA OF NONINTERFERENCE

Y


Coming soon





USAGE GUIDELINES




PRIMARY LOGOTYPE WITH TAGLINE (HORIZONTAL)



PRIMARY LOGOTYPE WITH TAGLINE FOR BLACK BACKGROUND

Y/2

PRIMARY LOGOTYPE WITH TAGLINE AREA OF NONINTERFERENCE

Y


Coming soon

TAGLINE (WHEN WRITTEN)When written, the following format should always be followed:

• First letter of first word in each phrase always capitalized.

• First letter of second word in each phrase always lowercase.

• Periods at end of each phrase.

TAGLINE (WHEN WRITTEN) DON’TS

Never use commas or any other punctuation than a period at the end of each phrase:

Know better, Book better, Go Better!

Never emphasize or bold portions of the tagline:

Know better. Book better. Go Better.

Never use italics or different colors on portions of the tagline:

Know better. Book better. Go Better.


TAGLINE (WHEN WRITTEN)

Know better. Book better. Go better.

SECONDARY LOGOTYPEThe logo is not integrated with text. Any pairing of text and the Secondary logotype needs to be approved by the Brand team.


USAGE GUIDELINES

Print: When scaled proportionally, the secondary logotype must never be smaller than 0.5 inches or 13mm wide.


Y/3


SECONDARY LOGOTYPE

SECONDARY LOGOTYPE FOR WHITE BACKGROUND

SECONDARY LOGOTYPE MINIMUM SIZE

SECONDARY LOGOTYPE FOR GREEN BACKGROUND

SECONDARY LOGOTYPE FOR BLACK BACKGROUND SECONDARY LOGOTYPE AREA OF NONINTERFERENCE

Y


To make sure our logotype appearsas consistently as possible throughoutour communications, we’ve identifieda few ways that we DO NOT want our logotype to appear. These are certainly not ALL the don’ts - just a few to set the tone. When in doubt, contact the Brand Team for approval and guidance.


LOGOTYPE DON’TS

DO NOT TILT OR ROTATE

DO NOT REMOVE OR REPOSITION LOGOTYPE ELEMENTS

DO NOT PLACE ON A NON-BRAND BACKGROUND COLOR

DO NOT STRETCH DO NOT COLORIZE

DO NOT ADD ADDITIONAL WORDS OR PHRASES

NEWSLETTER

DO NOT STYLIZE WITH OBJECT EFFECTS RESPECT AREAS OF NONINTERFERENCE AND CLEAR SPACE

The Travelers’ Choice logo should be used in all on-site, off-site, and offline presentations or mentions of the award.

Use the version with one L (Travelers’) on TripAdvisor.com, and the version with two Ls (Travellers’) on all other points of sale.

See Appendix for guidelines on using the Travelers’ Choice logo on other points of sale.

The Knockout logotype should only beused when there are not enough colors toproperly reproduce the Primary logotype. In extremely rare cases, it may be possible to use an all-black or all-white version of the Primary logo; however, you must contact the Brand team for guidance and approval.

USAGE GUIDELINES

Print: When scaled proportionally, the secondary logotype must never be smaller than 0.5 inches or 13mm wide.



TRAVELERS’ CHOICE LOGO

PRIMARY LOGOTYPE (ALWAYS ON GREEN SQUARE)

PRIMARY LOGOTYPE FOR BLACK BACKGROUND

PRIMARY LOGOTYPE MINIMUM SIZE PRIMARY LOGOTYPE AREA OF NONINTERFERENCE

PRIMARY LOGOTYPE FOR WHITE BACKGROUND

KNOCKOUT LOGOTYPE FOR DARK BACKGROUND

Y/4

Y

CLEAR SPACE: The minimum amount of clear space on all sides of the logotype is the equivalent to half the height (Y/4) of the Travelers’ Choice logo.

Coming soon

Coming soon Coming soon

COLOR PALETTEBRAND GUIDELINES / APRIL 2017

11

Colors establish the overall look and feel of the various touchpoints within the TripAdvisor brand. The palettes combine to underscore our brand attributes and enhance usability of our websites, emails, and mobile sites.


BRAND COLOR PALETTE

PRIMARY GREEN MAIN BRAND & BACKGROUND

HEX = #00AF87 RGB = 0, 176, 135

CMYK = 78, 0, 62, 0

PANTONE 339 C PANTONE 339 U

PRIMARY BLACK TYPE & LINE

HEX = #000A12 RGB = 0, 10, 18

CMYK = 80, 0, 0, 100 (BODY TEXT = 0, 0, 0, 100)

PANTONE BLACK 6 C PANTONE BLACK 6 U

SECONDARY DARK GREY TYPE & BACKGROUND HEX = #666666

SECONDARY GREY BACKGROUND HEX = #B7B7B7

SECONDARY LIGHT GREY OUTLINES, BACKGROUND & RULES HEX = #E5E5E5

ACCENT RED BACKGROUND

HEX = #EF6945 | RGB = 239, 106, 69

CMYK = 0, 72, 70, 0


ACCENT BLUE BACKGROUND

HEX = #1C99CE | RGB = 28, 153, 206

CMYK = 68, 0, 0, 5


ACCENT YELLOW BACKGROUND

HEX = #F8C40F | RGB = 252, 196, 15

CMYK = 0, 24, 98, 0


The TripAdvisor corporate identity is the primary design element used in the overall brand. The palette of the logo drives all other palettes related to TripAdvisor.


LOGOTYPE COLORS

GREEN

HEX = #00AF87

RGB = 0, 176, 135

CMYK = 78, 0, 62, 0


BLACK

HEX = #000A12

RGB = 0, 10, 18

CMYK = 80, 0, 0, 100

PANTONE BLACK 6 C PANTONE BLACK 6 U

GREEN (50% OPACITY)

HEX = #00AF87

RGB = 0, 176, 135

CMYK = 78, 0, 62, 0


YELLOW

HEX = #F8C40F

RGB = 252, 196, 15

CMYK = 0, 24, 98, 0


RED

HEX = #EF6945

RGB = 239, 106, 69

CMYK = 0, 72, 70, 0


To make sure our color palette appearsas consistently as possible throughoutour communications, we’ve identifieda few ways that we DO & DO NOT want our colors to appear. These are certainly not ALL the don’ts - just a few to set the tone. When in doubt, contact the Brand Team for approval and guidance.


COLOR PALETTE DOS & DON’TS

DO USE BLACK FOR TEXT OVER FIELDS OF GREEN

DO USE PRIMARY & SECONDARY COLORS TOGETHER

DO NOT USE WHITE TEXT > 18PX OVER FIELDS OF GREEN

SUMMER PROMO: 15% OFF HOTELS

SUMMER PROMO: 15% OFF HOTELS SUMMER PROMO: 15% OFF HOTELS

DO USE DIFFERENT WEIGHTS TO ESTABLISH HIERARCHY DO NOT USE PRIMARY GREEN TEXT > 14PX

DO NOT ADD USE GREEN OVER SECONDARY COLORS


TripAdvisor Summer Promo: 15% OFF HOTELS

TripAdvisor Summer Promo: 15% OFF HOTELS


Learn more

TYPOGRAPHYBRAND GUIDELINES / APRIL 2017

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OBJEKTIV 2

Objektiv 2 takes a new look at geometry. Its designer, Bruno Mello, followed the principles of mathematical structures but didn’t forget that this typeface is to be used by humans.

With a broad offering of sans serif weights, we limit our typographic set to Light through Xbold. Italics, Thin, and Black sets should not be used.

See Objektiv in use in:• TripAdvisor tagline lockup• Travelers’ Choice logo• Text over imagery in email• Static on-site banner placements• All offline communications

Languages covered by Objektiv: Czech, Danish, German, English, Spanish, French, Hungarian, Italian, Maltese, Dutch, Norwegian, Polish, Portuguese, Slovenian, Swedish, Turkish

For all languages not included in Objektiv, fall back to Arial.

USE OF ALL CAPS:Please limit the use of all caps text to short form headlines. In general, all caps should be used sparingly.

LOGO-TYPES


BRAND FONT

Objektiv 2 Light AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Objektiv 2 Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789 Objektiv 2 Medium AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Objektiv 2 Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

Objektiv 2 Xbold AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz 0123456789

ARIAL

The Arial font family is the primary font for all HTML copy, both on the website and in any promos or banners in which there is text created via HTML. A contemporary sans serif design, Arial is closer to the brand’s primary font (Humanist) than Verdana or other choices.

The overall treatment of curves is softer and fuller than in most style sans serif faces. Terminal strokes are cut on the diagonal, which helps to give the face a less mechanical, more friendly appearance. The Arial family provides versatility when setting text within Web pages. Use of the Arial family will help ensure brand consistency and a more streamlined approach to page development.

LOGO-TYPES


DIGITAL FONT (DESKTOP)

HEX: FFD881CMYK: 0-15-58-0Pantone: 1215 U / 7403 C

HEX: 589442CMYK: 71-22-99-5Pantone: 362 U / 363 C

50% opacity

HEX: 000000CMYK: 0-0-0-100Pantone: Process Black

HEX: BE3538CMYK: 18-93-83-8Pantone: 1805 U / 1805 U

Humanist 777 BT LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Humanist 777 BT Light ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Humanist 777 BT BABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Humanist 777 BT ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

GeorgiaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Georgia ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Humanist 777 BT BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Humanist 777 BT Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Humanist 777 BT BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Humanist 777 BT Black ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Humanist 777 BT Extra BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

I travel with

.25 X

.5 X

.25 X

.1X

.5 X

.5 X.5 X

.5 X

.1 X

.1 X

.1 X.1 X

.75 X

.1 X

.25 X

X X

.25 X

.25 X

.5 X.1X

2015 TRAVELLERS’ CHOICE

Georgia BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Georgia Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

TRADEMARKSBRAND GUIDELINES / APRIL 2017

18

Please mark all trademarks used in creative with the appropriate trademark symbol in accordance with the rules below.

FIRST INSTANCE Always mark the first instance of a trademark in the body of each document, or each page of the website. If the mark is used on an ad banner that clicks through to a full website that includes the proper markings, the mark does not have to be marked on the ad banner.

COMPANY NAMES Company names are NEVER marked. For example, “TripAdvisor LLC” and “TripAdvisor Limited” are never marked.

TRIPADVISOR AND OTHER WORDS When “TripAdvisor” is used with other words, such as TripAdvisor® Forum, always mark the term “TripAdvisor®” or “TripAdvisor.com™”, even if it has already been marked in the document. Examples: TripAdvisor® Traveler Review, TripAdvisor® Forum. The lone exception to this rule is when the multi-word phrase is itself a registered trademark, such as TripAdvisor Inside®, in which case the registration symbol should come at the end of the trademark.

TITLES If your document has a title (e.g., press releases which have a title and a subtitle), you do not need to mark trademarks used in the title or subtitle. Mark the first instance of the trademark within the body of the document.

APPEARANCE Trademark symbols typically appear at the upper right corner of a mark. Please follow the marking guidelines outlined on the following pages.


HOW TO USE TRADEMARK SYMBOLS ® AND ™

Please use our trademarks in accordance with these rules.

Do NOT use our marks in a descriptive manner, or as a noun or verb. Instead use our marks as adjectives modifying nouns (nouns may be implied by context). Slogans should be used on their own and not in sentences. Correct: TripAdvisor.com® Correct: Use TripAdvisor® independent user-generated reviews. Correct: The TripAdvisor® travel information resources. Incorrect: Let us be your TripAdvisor®

Do NOT use the phrase “trip advisor” in a descriptive context or within a textual sentence. Incorrect: A personal trip advisor in your pocket

Do NOT use a trademark in the plural or possessive form. You CAN however, use the company name in the possessive form. Correct: TripAdvisor, Inc.’s revenues... Incorrect: TripAdvisor’s revenues...

Do NOT shorten, abbreviate, rephrase, or create acronyms out of any trademark. Correct: Travelers’ Choice® awards are given to our members’ favorite hotels worldwide Incorrect: TripAdvisor® Choice™ Awards are given to our members’ favorite hotels worldwide

Trademarks should NEVER be connected to other words or altered in any way, such as by hyphens. Incorrect: TripAdvisor-Reviews are interesting.

Do NOT use any TripAdvisor trademarks in jokes, puns, or in a derogatory fashion.

Always follow all applicable marketing and legal guidelines. From time to time, TripAdvisor may modify this Guide or the guidelines for the size, typeface, colors, and other graphic characteristics of any TripAdvisor logo and wordmarks, making it imperative to review all updates. You are subject to the guidelines as then in effect.

Advertising for products sold in association with any TripAdvisor trademark must not be in violation of any United States federal or state laws, municipal ordinances or administrative agency regulations, or any applicable laws, rules, or regulations of any other country. If you have any questions, contact the legal department.


HOW TO USE TRADEMARKS

Use of TripAdvisor Company Trademarks Is Governed by Express Written License.

You should not use, nor allow anyone else to use any TripAdvisor mark without first obtaining a license from TripAdvisor. In addition, unless expressly specified and agreed to in writing by TripAdvisor, TripAdvisor requires review of any advertisement or promotion that includes any TripAdvisor company trademark. Requests for a license to use and requests to review usage of any TripAdvisor trademark in any promotion, including any co-promotion, co-branding, or any advertising should be directed to [email protected].

GENERAL TRADEMARK NOTICE When using the TripAdvisor Marks on a document, the following disclosure should appear at the bottom of the document, tailored depending on which trademarks are being used in the document:

TRIPADVISOR LLC TripAdvisor and the TripAdvisor logo are registered trademarks or trademarks of TripAdvisor LLC, in the U.S. and/or other countries. Other logos, design marks, product names and company names mentioned herein may be the property of their respective owners.

MEDIA COMPANY TripAdvisor, SeatGuru, Travel Library and TravelPod are either registered trademarks or trademarks of TripAdvisor LLC in the U.S. and/or other countries. Cruise Critic and The Independent Traveler are either trademarks or registered trademarks of The Independent Traveler, Inc. in the U.S. and/or other countries. Holiday Lettings, HolidayLettings.co.uk, and the Holiday Lettings logo are trademarks of Holiday Lettings Limited. Other logos, design marks, product names and company names mentioned herein may be the property of their respective owners.

SITE TRADEMARK NOTICE TripAdvisor and the TripAdvisor logo are trademarks or registered trademarks of TripAdvisor LLC in the U.S. and/or other countries, and may not be copied, imitated or used, in whole or in part, without the prior written permission of TripAdvisor or the applicable trademark holder. In addition, the look and feel of the Site, including all page headers, custom graphics, button icons and scripts, is the service mark, trademark, and/or trade dress of TripAdvisor and may not be copied, imitated or used, in whole or in part, without the prior written permission of TripAdvisor. Other logos, design marks, product names and company names mentioned herein may be the property of their respective owners. Reference to any products, services, processes or other information, by trade name, trademark, manufacturer, supplier, or otherwise does not constitute or imply endorsement, sponsorship or recommendation thereof by TripAdvisor.

COPYRIGHT NOTICE We must include the following copyright notice as part of the footer of each site page (updated each year to show the current year):

© 2016 TripAdvisor LLC. All rights reserved.

QUESTIONS? If you have any questions regarding a trademark or domain name issue or you wish to request approval of a press release, please email [email protected].


TRADEMARK & COPYRIGHT NOTICE

UNITED STATESCITIES I’VE VISITED®

CITIES I’VE VISITED BY TRIPADVISOR®

DAODAO®

GET THE TRUTH. THEN GO®

GOLISTS®

HOLIDAY WATCHDOG®

LOCAL PICKS®

LOCAL PICKS BY TRIPADVISOR®

MAPSTER®

MORE FLYERPOWER®

MORE THAN FOOTPRINTS™TRAVELCAST (Do not mark TRAVELCAST with any trademark symbols)TRAVELER IQ CHALLENGE®

TRAVELERS’ CHOICE®

TRAVELPOD®

TRIPADVISOR®

TRIPADVISOR.COM™TRIPADVISOR® CONNECTTRIPADVISOR INSIDE®

TRIPWOW®

VACATIONSPOT.COM®

VIRTUAL TOURIST®

WORLD’S MOST TRUSTED TRAVEL ADVICE®

The Owl with TripAdvisor logo is registered, either in black and white or in color, in Argentina, Australia, Canada, the European Union, Hong Kong, India, Indonesia, Japan, Mexico, New Zealand, Norway, Philippines, Russian Federation, South Korea, Switzerland, Taiwan, and the United States, and should be marked with a ® in these countries. In all other countries use a ™.

When using the Secondary logo, i.e. the stacked Owl with TripAdvisor logotype beneath it, the Owl and the TripAdvisor logotype should each be marked with a ® in the United States.

The Owl Logo (Color) by itself should be marked with a ® in the United States.

In the Travelers’ Choice award logo, the Owl head mark and the TripAdvisor logotype should be marked with a ®, and the words Travelers’ Choice should be marked with a ® in the United States. (.4) See Appendix B for guidelines on using this logo on other points of sale.


MARKING GUIDELINES

PHOTOGRAPHYBRAND GUIDELINES / APRIL 2017

23

Our brand photography aligns closely with our core brand attributes, evoking real experiences.

• Capture real moments.

• Use images with natural lighting.

• Focus on the “take me there” approach.

• Be aspirational, but attainable.

• Get all the details.

• Have mass appeal.

Use photos featuring people whenever possible. This underscores the “travelers like you, candid reviews” aspect of our brand.

Larger photographs are almost always better

We have found that images of water and warmth make people think of vacations.


GENERAL GUIDELINES FOR SELECTING PHOTOGRAPHS

LOGO-TYPES


PHOTOGRAPHIC SOURCES

TRAVELER PHOTOS are candid photos uploaded by our members. They tend to embody our brand ideals and allow us to connect with our community. Choose traveler photos whenever possible—especially in email to members—and credit them with the member’s username. (.1)

MANAGEMENT PHOTOS uploaded to TripAdvisor may also be available for use. These include photos taken specifically by or for businesses or DMOs (destination marketing organizations) on TripAdvisor. Credit them with “Photo courtesy of (name of business).”

EXPERT PHOTOS have been provided by TripAdvisor or its sister companies. Credit them with “Expert photo”.Note: not every candid and professional photo uploaded to TripAdvisor is suitable for marketing purposes. Ask about “blessed” (approved) photographs which the marketing team has hand-selected for these uses.

STOCK PHOTOGRAPHY that adheres to our brand guidelines may also be an option, though our preference is to use member photos. Follow the stock photography source’s guidelines for credit.

PHOTO CAPTIONS All photos should include a caption stating where they were taken. If the photo is of a specific listing, that should be noted first.If a member uploaded the photo and it’s being used in creative on a TripAdvisor site, credit it to their TripAdvisor username, for instance, “Photo by Grace M.” or “Photo by love2ski”. If there’s a header that makes it clear they are traveler photos, the credit should say “By (username)”.If it’s being used outside of TripAdvisor, the credit should say “Photo by a TripAdvisor traveler”. If there’s a header that makes it clear they are traveler photos, the photos themselves do not need a credit.

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