sheraton graphic standards

Brand Identity

Sheraton Hotels & Resorts

The identity of Sheraton is powerful and pervasive. With almost 400 properties in 72 countries, Sheraton is a globally recognized landmark of upscale hospitality and warm, attentive service. Starwood’s worldliest brand is an industry leader in its class. Discerning business andleisure travelers count on Sheraton to offer an environmentof substantial comfort and confident style, unaffected bypassing fads. They appreciate Sheraton’s consistency ofexcellence, whether their itineraries lead them to dynamic,cosmopolitan cities or palm-fringed shores.

Maintaining the visual integrity of the Sheraton brand is a key component of its ongoing success. A carefullydeveloped graphic program provides a powerful set ofcreative tools for which Sheraton property owners,advertising affiliates and design associates will be able to build a consistent, strong brand identity. There’s a look to Sheraton. A fine-tuned style of communication that rewards everyone.

Sheraton's New Logo Guidelines

Sheraton's New Print Advertising Guidelines

SheratonGuidelines6.12 6/12/03 11:21 AM

Brand Logo Sheraton Hotels & Resorts

The Sheraton logo is found on starwoodarchive.com. The Sheraton brand logo must always be reproduced exactly asspecified in this graphics standards outline. The visual relationship between the S Crest, Sheraton logotype, and the taglineHotels & Resorts, must be maintained exactly as they appear in the approved artwork and must not be altered or recreated inany way. There should always be a 50% space around the logo (so if the logo is 2” wide, the space around it is at least 1”).

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Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contactSusan Gordon of the Starwood Creative Services Group at 914.640.2672 or email [email protected].

If the logo is smaller than .55”, “Hotels & Resorts” is removed. The logo is never to be reproduced smaller than .2”.

Version 4.11.2003


GreyPMS 431

C = 10 R = 102M = 00 G = 111Y = 00 B = 116K = 65

Hex# 003267

Navy BluePMS 655

C =100 R = 00M = 65 G = 47Y = 0 B = 98K = 55

Hex# 002F62

Brand Logo Colors Sheraton Hotels & Resorts

The Sheraton logo is found in the following colors on starwoodarchive.com.

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Black

White

The color and black logos may be used on colored backgrounds as long as there is suitable contrast for legibility.

The Sheraton logo prints legible all white on a dark background but not on a light background.

Samples of the logos on backgounds where there is not suitable contrast for legibility.


Royal BluePMS 653

C = 95 R = 0M = 40 G = 107Y = 0 B = 167K = 20

Hex# 006BA7


Improper Logo UsageThe applications below represent unacceptable use of the Sheraton logo.

Do not use the logo in any colorexcept colors specified. If it is a onecolor application, use the logoknocked out in white.

Hotels & Resorts

Do not use another font forany element of the logo type,including secondary copy.

Do not change the relationship ofSheraton to Hotels & Resorts. The logomust be re-scaled.

Do not recreate a brand bar from the individual brand logos. The proportions usedon single brand applications and multibrand applications are different for visualcontinuity. When using more than one brand, use the approved brand barsavailable on starwoodarchive.com.

Do not change scale of width or heightof logo in any way. The logo should bescaled proportionately.

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Do not change the the typefaces of thelogo in any way. It must be used in itsentirety off of starwoodarchive.com.


Major Colors

RedPMS 1935

C = 0 R = 208M =100 G = 18Y = 70 B = 62K = 15

Hex# DO123E

Royal BluePMS 653

C = 95 R = 0M = 40 G = 107Y = 0 B = 167K = 20

Hex# 006BA7

Navy BluePMS 655

C =100 R = 0M = 65 G = 47Y = 0 B = 98K = 55

Hex# 002F62

Warm GreyPMS Warm Grey 9C

C = 0 R = 149M = 15 G = 133 Y = 20 B = 121K = 50

Hex# 958579

GreenPMS 336

C =100 R = 0M = 0 G = 110Y = 60 B = 92K = 45

Hex# 006E5C

Steel BluePMS 542

C = 65 R = 89M = 30 G = 152Y = 0 B = 201K = 0

Hex# 5998C9

Cool GreyPMS 431

C = 10 R = 106M = 0 G = 117Y = 0 B = 124K = 65

Hex# 6A757C

ChartreusePMS 390

C = 30 R = 190M = 0 G = 215Y = 90 B = 71K = 0

Hex# BED747

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Supporting Colors

Accent Colors

Yellow GoldPMS 1215

C = 0 R = 255M = 10 G = 227Y = 55 B = 138K = 0

Hex# FFE38A

Pale BluePMS 543

C = 40 R = 143M = 10 G = 195Y = 0 B = 234K = 0

Hex# 8FC3EA


TypographyFor the complete collateral guidelines, please contact Susan Gordon at 914.640.2672 or email [email protected].

The typefaces for Sheraton collateral are Helvetica 25 UltraLight, Helvetica 35 Thin and Helvetica 45 Light, Mrs. Eaves italic andSheratonBold. To purchase Helvetica fonts, please visit: www.philsfonts.com or call 1 800 424 2977. To purchase Mrs. Eaves, please visit www.emigre.com or call 1.800.944.9021. SheratonBold is a custom font and is available in MAC format only on starwoodarchive.com.

Headline: Helvetica 25 UltralightThe typography style is upper and lowercase, -5 tracking, and at least 10 points larger than the body copy. Do not use this font for Sheraton collateral smaller than 20 points.

AabcdefghijklmnopqrstuvwxyzDisplay Font 2: Sheraton BoldThe typography style is upper and lowercase, -3 tracking, and at least 4 points larger than the body copy.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz $12345678910

display font 4: Mrs. Eaves italicThe typography style is 10 tracking, and at least 4 points larger than the body copy. It is preferred to be all lowercase unless the beginning of a sentence or a proper noun. The italic face is the only font in the Mrs. Eaves family that is used in conjunction with Sheraton. This font should be used sparingly — one sentence per page.

a b c d e f g h i j k l m n o p q r s t u v w x y z

SUBHEAD 2: HELVETICA 35 THINThe typography style is 10 tracking and at least 6 points larger than the body copy. The preferred use is all caps.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Subhead 2: Helvetica 75 BoldThe typography style is upper and lowercase, 5 tracking, and the same size as the body copy.AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz $12345678910

Body Copy: Helvetica 35 ThinThe typography style is upper and lowercase, 5 tracking, and no larger than 11 points.AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz $12345678910

Small Copy or legal: Helvetica 45 Light

The typography style is upper and lowercase, 5 tracking, and no larger than 7 points.AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz $12345678910

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Typography EXAMPLE ONE

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Subhead — Pantone 390Sheraton Bold

Headline — Pantone 653zHelvetica Neue 25 Ultra-light

Subhead — Pantone 653Helvetica Neue 35 Thin

Subhead StyleHelvetica Neue 75 Bold

Subhead — Pantone 390Sheraton Bold

Body Copy StyleHelvetica Neue 35 Thin


This is a caption

This is dummy copy

this is dummy copy this

is dummy copy this is

dummy copy this

is dummy copy.

This is dummy copy and it goes on and on. It talks about

Sheraton and how wonderful and friendly and warm Sheraton

is. It is very cheerful copy. This is dummy copy and it goes on

and on. It talks about Sheraton and how wonderful and friendly

and warm Sheraton is. It is very cheerful copy. This is dummy

copy and it goes on and on. It talks about Sheraton and how

wonderful and friendly and warm Sheraton is. It is very cheerful

copy. This is dummy copy and it goes on and on. It talks

about Sheraton and how wonderful and friendly and warm

Sheraton is. It is very cheerful copy.

This is dummy copy and it goes on and on. It talks about

Sheraton and how wonderful and friendly and warm Sheraton

is. It is very cheerful copy. This is dummy copy and it goes on

and on. It talks about Sheraton.

This also is dummy copy.

fdjskfjsk jfksdjdfsk

fmdsjflsdfkdlsfkls

klklfkos

JSdsjkkJSdkfjf ofio

kdlsfo

jfka Fjkl jfklsjifofjklsj KL

jKJFdiosdo

page number

Typography EXAMPLE TWO

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Display FontMrs. Eaves, Italic.There is a cap asit is a sentence.This (and propernouns) are theonly time Mrs.

Eaves is capped.

SubheadSheraton Bold.Can be used as a headline font for a verylong headline.

Body CopyHelvetica Neue

35 Thin

Display FontMrs. Eaves Italic

CaptionHelvetica Neue

35 Thin

Body CopyHelvetica Neue

35 Thin

Display FontMrs. Eaves Italic

The Sheratonlogo drops the

Hotels & Resortstagline when used

1" or smaller


S Crest WordsThe S Crest may be used to form words. The word must begin with the letter S. The S crest cannot appear in the middle of a word. The word “Sheraton” may never be used as a word using the S Crest. Sheraton Bold is the only typeface thatmay be used in forming words with the Sheraton S Crest. It should only appear once on a page. The S Crest must be atleast 65% bigger than its corresponding Sheraton logo. The S Crest can never appear on a page without the SheratonBrand logo.

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the Sheraton S Crest is

uperand fantastic

The type above the S Crest word is in Mrs. Eaves Italic, 10 tracking, lowercase, and starting to the left of the S Crest word. It is preferred that it is 75% smaller than theS Crest Word.

It is preferred that the S Crest word appearsin white on a dark background. The S andthe Crest must be the same color. The SCrest must be at least 65% larger than the SCrest in the complimentary Sheraton logo.

The type below the S Crest word is in Mrs. Eaves Italic, 10 tracking, lowercase,and starting vertically aligned with the thirdletter of the S Crest word, smaller than theSheraton Bold type.

The type of the S Crest word should be kerned very tightly. The baseline of the word should be 20% up the S in the S Crest.

The Sheraton Brand logo must appear onthe page with the S Crest word. It must beat least 65% smaller than the S crest. It ispreferred to be in the bottom right corner.


S Crest Word EXAMPLE ONE


®


S Crest Word EXAMPLE TWO



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Logo Applications

Web UsePixel width should not be smaller than 104 pixels.

Sheraton.com should be used on all Sheraton brand communications with the Sheraton Hotels & Resorts logo.

Property Specific communications should use the property url.

Multibrand communication should use starwood.com.

Do not use more than one url in communications.

SignagePlease refer to the Sheraton Brand Page on StarwoodONE for signage guidelines.

PhotographyComplete photography guidelines are available on StarwoodONE under the photography tab on the Creative Services team page.

Do not use the color logo on color photography.

The black logo logo is used on alight colored photograph.

The knocked out logo is used on adark colored photograph.


Print Advertising

Logo Usage Guidelines for AdvertisingWith the launch of the Let’s Spend the Night Together advertising campaign, we are introducing an additional Sheraton logolock-up to be used for advertising and consumer promotion work.

All advertising and promotional advertisements now use the “Let’s Spend the Night Together” Sheraton logo lock-up.

Exception: When the headline reads, “Lets Spend the Night Together” The Sheraton Hotels & Resorts logo is used.

The Sheraton Service PromiseIf you’re not entirely satisfied, we’ll take care of it.And we’ll make it up to you with an instant discount, points for our rewards program, even money back. And that’s a promise.

Call 800-325-3535 or your travel planner.Visit sheraton.com. Best rates, guaranteed.

“Let’s Spend the Night Together” by Jagger/Richards ©1967 Renewed ABKCO Music Inc.Service Promise applies to hotel services in the U.S. and Canada, excluding group transactions. Level of compensation is at the discretion of hotel management. © 2003 Starwood Hotels & Resorts Worldwide, Inc. All rights reserved.

ayJust

so.

Something not perfect?



Exception: When the headline reads, “Lets Spend the Night Together” The Sheraton Hotels & Resorts logo is used.

pendthe night

together.

Let’s

The Sheraton Service PromiseIf you’re not entirely satisfied, we’ll take care of it.And we’ll make it up to you with an instant discount, points for our rewards program, even money back. And that’s a promise.

Call 800-325-3535 or your travel planner.Visit sheraton.com. Best rates, guaranteed.

“Let’s Spend the Night Together” by Jagger/Richards ©1967 Renewed ABKCO Music Inc.Service Promise applies to hotel services in the U.S. and Canada, excluding group transactions. Level of compensation is at the discretion of hotel management. © 2003 Starwood Hotels & Resorts Worldwide, Inc. All rights reserved.



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