Brand Guidelines

MAY 2011

DEFINITION

What is a brand? There are almost as many definitions of a brand, as their are brands. Put very simply, a brand is the internal and external perception of an organization by its constituency. But what makes a good brand? And what, specifically defines the Uniguest brand?

Our cOMMON gOAl

Consistency enhances the value of the Uniguest brand. Our brand is cultivated by all of our communications, activities and customer interactions. It’s what we say and what we do. As one of our most valuable assets, it is critical that each of us expresses the Uniguest brand every day. Specifically, the goals of this most recent re-examination of our brand are: • Promote a unified and consistent brand message • Reposition/reintroduce Uniguest as an intellectual partner to the hospitality industry • Communicate Uniguest’s market leader status and international capability • Support new revenue models • Communicate to the industry a change in leadership at Uniguest

uniguest

brand guidelines

april 2011

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WElcOME

As Uniguest realizes its vision to become a globally capable high growth company, the Uniguest brand is one of our most important assets. It is essential that the entire organization understands our shared brand and acts with common purpose to express it and thereby enhance its value. A consistent brand is a powerful brand. It helps our customers confidently navigate through options, it builds preference in the minds of our partners. And importantly, it sends a strong message worldwide that we are united and focused in our efforts. This document was created to help you understand what our brand is, and your important role representing it. In that pursuit, our brand team made this document easy to navigate, educational, simple, and clear. It will guide you to the right course of action as we work as a team to build a consistent, strong, and trusted brand across the globe. Just as Uniguest continues to evolve, so will our brand. Turn to our brand advisor, Joseph Moore, for additional communication direction as we rise to meet new challenges. It’s an exciting time to be part of Uniguest – a time of change, and of opportunity. As we set our course for the ‘new’ Uniguest, a big part of that journey is your effort, every day, to build and strengthen the Uniguest brand. Join us on our journey. My hope is that these brand guidelines will guide and inspire you along the way.

John Bearden, Chief Executive Officer

uniguest

brand guidelines

may 2011

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Brand Advisor ADDITIONAl rEsOurcEs https://uniguest. Strong brands enhance revenue creation by driving demand. enhancing margins and protecting against the rare unavoidable failure or disappointment. It’s not a how-to list of directives. Each decision. Feel free to turn to me. action. These brand guidelines are intended to inspire you to make building the Uniguest brand an integral part of your goal-setting and accomplishments. These guidelines provide practical guidance on how to meet the communication needs of your individual work in the context of the overall Uniguest brand.basecamphq.com/projects/6501593/ uniguest brand guidelines may 2011 4 . Your common sense applies – your judgment is the most fundamental element you bring to everything you do at Uniguest. Chief Technology Officer. to help you balance the dayto-day practice. creating preference. as well as these additional resources. A brand is also a repository of trust and relationship. and the art.BuIlDINg Our BrAND Brands are valuable in business and human terms. It will help you balance the fundamentals with your own creativity. The world’s top brands grow strong by the on-brand choices their employees make every day. but a how-can-you directional document. Joseph Moore. of managing the Uniguest brand. and expression you make on behalf of Uniguest has the potential to grow our brand and reinforce the relationship between our stakeholders and our company.

...................................................................................................................................................................................................................................................................................................................... 27 Knockouts............................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... colors ................................................................................... 31 Lockups ..... 26 Size................................................................................................................................................................................................................................................................................................................................................................................................................................................ 12 Mission statement ........................................................................................................... 36 Communications ........................................................................................................................................... 30 Alternates....................................... 11 Tagline ...................................9 Name .....................................................................................................................37 Production .............................................................................................................................................................10 Mark .................................................................................................................................................................................................................................................................................................................................................................................... 15 History............................................................................................................................................................................................................... 16 Talking points ............................................................... 38 .................................................................................................................................6 Brand evolution ..................................................................................................................... 13 Pitch ......................................14 Story...........................................Guidelines Brand strategy ............................................................................................... isolation .................................................................................................................................................................................................................... 32 Typography ........................................................................................................................................................... 17 Standards Trademarks ...................... 29 Dont’s ..................................... 25 Prominence..................................................................................33 Correspondence ......................................................................................................................................................................................................................................................7 Brand pyramid ...................................................................

And together. we have created this over-arching positioning – our brand idea . To do so. we must turn insight into action – and our brand will be common ground for everything we say and do.for Uniguest: UnigUest empowers gUests by designing. clear articulation of what differentiates us in the marketplace – this focus is the cornerstone of a good brand. As a result. We must take the initiative to recognize the expertise and the value of Uniguest – to help our customers see The Point of Touch™ at work. uniguest brand guidelines may 2011 6 . our employees. We needed to outline a forward-looking vision for our brand: how we want to be “positioned” in the minds of our stakeholders. Key to our ongoing and accelerated success is communicating this change.BrAND sTrATEgY Uniguest competes in a profoundly dynamic marketplace. the executive team engaged in a dialog amongst themselves and their team members about what the Uniguest brand means. your input and involvement have been crucial in developing our brand strategy. the pace of change accelerating rapidly as hotel brands race to use technology to gain advantage over competitors. we are significantly transforming ourselves to better serve our customers. Thus. As we continue to connect with our customers to understand their ever-evolving needs. our scale and scope. This includes our products. depLoying and managing information toUchpoints gLobaLLy. and is communicated in our brand strategy. Whether you realize it or not. we must have a crisp. leveraging every opportunity to enhance the impact of our brand on how we do business. our people. and our partners. Now is the time for Uniguest to begin consistently communicating the brand for all our audiences.

authentic information.) to a strategic partner of refined.BrAND EVOluTION The new Uniguest is an evolutionary. etc. a real value proposition. PC sales. It is also important to note that the new brand is aspirational.” • Partners • Forward thinking • Market leader • International uniguest brand guidelines may 2011 7 . refinement of the brand. It acknowledges the strength of our history. PAST PERCEPTION A Utility “The business center guys” “The guest directory guys” • Service providers • Not innovative • One of many choices • Regional and national NEW PERCEPTION Strategists “Experts in designing touchpoints for the hospitality industry. it not only reflects how we are known today. while consciously embodying strategic changes in focus. printing. not revolutionary. but how we want to be known. One of the most fundamental shifts in perception that the new Uniguest brand communicates is the evolution from a utility (internet access.

is not a part of our brand. delivering comfort. Uniguest is team focused. uniguest brand guidelines may 2011 8 . Reliability and security are benefits. PAST BOASTFUL Pride FEAR Risk NOW SERVANT Confident humility COMFORT Benefit External communications The “cult of personality”. Do not fear change. but from how we say it. This shift in tone should be subtly present in everything we do.BrAND EVOluTION Another change in the Uniguest brand comes not from what we say. Internal communication Uniguest is at its best when we work as a team. Embrace it. Uniguest removes the fear from the situation.

BrAND pYrAMID Name mark TagliNe missioN sTaTemeNT Full sTory uniguest brand guidelines may 2011 9 .

confidence and dedication to a single (“uni”) purpose. If the actual company name needs referenced. empowering the “guest. It conveys strength.” uniguest brand guidelines may 2011 10 .NAME Uniguest un•i•guest \ yoõnêgest The name “Uniguest” communicates our brand strategy. the correct usage is “Uniguest Inc. for instance in a legal document. it should be capitalized as a proper noun with no distinct styling from the surrounding text.” It also implies our goal of universal reach as a global one-stop-shop for any guest information touchpoint. When Uniguest is referred to in text.

Detailed guidelines for its use can be found later in this document.MArk The Uniguest mark includes both a distinct icon and a custom logotype that may be used together or independently. service and innovation. communicating confidence. The Uniguest mark is designed to be a highly recognizable evolution of the brand. It is also designed to be as flexible in use as Uniguest is in servicing our customers. Consistency in application is the hallmark of every good brand. but it cannot be stressed enough that the mark’s ability to communicate the Uniguest brand is only as good as its least effective usage. eVoluTioN oF THe uNiguesT mark 2004 2009 2010 CURRENT uniguest brand guidelines may 2011 11 .

Detailed guidelines for its use follow later in this document. Slogans change between campaigns. Our tagline may be used as either unstyled text. The stylized tagline should not be used outside of connection with our mark. over time and for different products and services. uniguest brand guidelines may 2011 12 . or “locked-up” with our mark. Our tagline defines the company as a whole.TAglINE The point of touch™ Uniguest’s tagline is a very important element of our brand because it makes it that much easier to describe what our brand is all about in a concise and precise manner – four words to be exact. The Uniguest mark and slogan combined is effective advertising in and of itself. and should always be followed by either the trademark symbol. but it is important to note that the phrase “the point of touch” is a registered trademark of the company. ™ or the text (TM). Uniguest’s tagline is not an advertising slogan.

It provides the framework or context within which our strategies are formulated. Our mission statement communicates in one sentence our entire reason for existence. to enhance their guest’s experience through strategically-designed and well-managed information touchpoints uniguest brand guidelines may 2011 13 . Uniguest recognizes that the reason for everything we do. at the right place. no matter how disparate it might seem. property and employees. not just a product or service supplier. We service and support all of our offerings 24/7/365. There is a great deal of meaning encapsulated in Uniguest’s mission statement: Uniguest’s mission is to enable hotels Uniguest focuses on the hospitality industry. Uniguest is a strategic partner in architecting end-to-end solutions. We employ an ‘invisible touch’ so that the spotlight remains on the hotel brand. Uniguest doesn’t just sell a product and then go away.MIssION sTATEMENT Uniguest’s mission is to enable hotels across the globe to enhance their guest’s experience through strategically-designed and well-managed information touchpoints. The commonality between all of our many diverse products and services is their function. It guides our actions. to the right audience. is in service to the hotel guest and to improve their satisfaction with our hotel customer. and guides decisionmaking. spells out our goal. provides a sense of direction. It defines our purpose. to provide information at the right time.

Q. partner or employee is likely to ask. As a team member of the “new” Uniguest. this question is easy to answer no matter what discipline you focus on. It creates the proper environment to tell our brand story. this question was often difficult to answer. carefully worded response sets expectations about our market leading position. while inviting in-depth conversations about specific product and services within the context of our integrated strategy. no matter who is asking. “What does Uniguest do?” A. most obvious question any potential customer. As employees of the “old” Uniguest. and your response was likely to be different depending on what “side” of the company you worked in.pITch What does Uniguest do? This is the first. uniguest brand guidelines may 2011 14 . “Uniguest is the global leader in designing and managing information touchpoints for the hospitality industry.” This concise.

what follows are a set of “themes”. and talking points about those themes. The best these guidelines can hope to do is to empower you as a better storyteller. To that end. that serve as an effective framework for thinking about Uniguest’s story. as a species. The sum of Uniguest’s story can’t be dictated by brand guidelines.sTOrY We are hard-wired. and every interaction you add to the story. Every day. but we remember a compelling story – sometimes for decades. uniguest brand guidelines may 2011 15 . Our story is rich and deep. with every communication. and is constantly evolving. and even the most profound principles. to connect to stories. We quickly forget carefully-crafted statements. Each new opportunity is a new chapter. To effectively communicate the Uniguest brand you must be a storyteller. The most effective teachers throughout history have been master storytellers.

AL 1989 Moved HQ to Nashville in several boxes. Inc. Nashville. rented our first real office 1992 Achieved INC 500 for first time.com and began branching beyond print ads 1996 Awarded Courtyard by Marriott National Account. introducing 4-color digital ads 2001 Started KEY TV. thus beginning a long relationship with Marriott International 1998 Moved HQ to 1940 Elm Hill Pike. Uniguest (memphis.hIsTOrY The history of touch 1986 U. an in room visitor’s channel Bought first digital Xerox printing press 2002 Started the Guest Directory Channel. Hospitality started as an advertising based guest directory provider Worked out of an out-of-order hotel room in Huntsville. Hospitality formally acquires Uniguest. an in room video ad extension of KEY TV 2003 Launched HotelPrintSupply. #292 with 1300% growth over 3 years. Hilton.S. Company renamed Uniguest New Building bought (1035 Acorn) Shawn Thomas named CEO Uniguest named to INC 500 for second time 2010 Uniguest acquires pay-per-use computer provider Showcase Technology. tn) 2006 Uniguest relocates to Nashville offices 2007 Uniguest business surges. $2. national contracts with Marriott. TN 2000 Acquired Key Magazine.com 2005 Invested in lobby based computer provider.2 million in sales 1995 Bought OnLineCityGuide. others 2008 Uniguest provided Boarding Pass Stations in lobbies mandated by Marriott 2009 U. Inc 2011 Uniguest awarded single source mandated Hilton Worldwide business center contract John Bearden named new Uniguest CEO uniguest brand guidelines may 2011 16 . S.

uniguest brand guidelines may 2011 17 . when and where the guest wants to consume it. rewarding. The point of touch • The “point” is not just the “where”. • Uniguest touchpoints provide easy access to relevant information. even one negative experience can dramatically damage a guest’s perception of our hotel customer. Conversely. in the format they want to consume it. focused discipline. • The point of touch is guest empowerment. To touch generates a much deeper emotional response inside of a guest. where and how the guest desires.TAlkINg pOINTs The power of touch • Uniguest understands what it means to ‘touch’ a guest. It’s much more than just getting their attention. • Each positive experience with one of our touchpoints can slightly improves a guest’s perception of our hotel customer. • Touch must occur when. • Touch is actively engaging. • Uniguest designs and manages touchpoints for the Hospitality industry. It’s the reason. Uniguest’s information touchpoints empower guests. it’s the “why”. or the “how”. fulfilling. A unique. • Uniguest has only done this job well when we make our hotel partners look good in the process. moving.

deploying and managing touchpoint strategies for the hospitality industry. • Uniguest strives to build long term relationships with brands. • The Unicore™ platform can be used to leverage a strong strategic position and creates a significant barrier to entry for competitors uniguest brand guidelines may 2011 18 . This includes touchpoints that guests don’t realize they’re using (e. a hotel employee. authentic information to each and every touchpoint.g. • Uniguest is a valuable strategic partner to be consulted with early and often. • Uniguest designs technology infrastructure in order to deliver consistent.TAlkINg pOINTs The what of touch • Anything with which a guest interacts. in relation to delivering information. is a touchpoint. • Touchpoints can take almost any form.) The strategic touch • Uniguest is the expert in designing.

” The global touch • Uniguest and its partners are globally capable. localized and culturally sensitive. • Uniguest’s quiet confidence enables the guest’s focus to be directed at the brand ‘served. unobtrusive. • Uniguest is sensitive to the global impact on the environment of its activities. uniguest brand guidelines may 2011 19 . reliable brand partner. • Uniguest’s relationship is brand centric. making them look like “rock stars.’ • Uniguest supports brand initiatives. championing our customers at every level. • The pragmatics of doing business internationally factor into every aspect of Uniguest. • Uniguest manages the inevitable complexity of international efforts with a minimum of involvement from our customers. • Authentic information means that it is multilingual. • Uniguest’s presence is under the guest’s radar.TAlkINg pOINTs The invisible touch • Uniguest is fluid. adaptable. We’re a silent.

Strategic partner – we unify and mediate between the different departments and interests within a corporate structure . but we do not strive to be known as innovators. Who we touch • The hospitality industry as a whole • Hotel business decision-makers at 3 levels: . we are the path of least resistance uniguest brand guidelines may 2011 20 . but it is never the reason for anything we do.Property level .TAlkINg pOINTs Innovating touch • Innovation is a part of everything Uniguest does.Glue between brand and individual property where mandates are implemented .Not perceived as part of the “Brand” Machine.Owner/management group level . • Uniguest is forward-thinking and technology savvy. but we are not a technology company. we are on their side . • We are innovative.We make it easier for the property to adapt to brand standards.Corporate/brand level .

TAlkINg pOINTs The time of touch • Pre-stay • During stay • After stay The place of touch • Outside hotel • Inside hotel (lobby. etc. fitness center. restaurants.) • In-room uniguest brand guidelines may 2011 21 . business center.

deploys and maintains a wide variety of touchpoints • Uniguest’s customer service is available 24/7/365. we often “curate” the information that we deliver. print or technology) • Touchpoint architecture designs the flow of information throughout hotel ecosystem (time & place) • Unicore™ is our proprietary system for delivering this information. filtering it to ensure that it is “authentic” for our customers Managing touch • Uniguest creates.TAlkINg pOINTs Designing touch • Touchpoint architecture is information architecture with the addition of consideration for the physical connection (human. even touchpoints that we do not manage • As architects. just like the industry we serve • Uniguest shields its customers from the complexities of the logistics of managing touchpoints. irregardless of the touchpoint. The process should be invisible uniguest brand guidelines may 2011 22 .

our partners and customers can believe that Uniguest can deliver on our brand promise.TAlkINg pOINTs The power of AND • It is the combination of information infrastructure (intellectual capability) and customer service & support (physical capability) that makes Uniguest uniquely capable. The Uniguest brand promises: To go above and beyond expectations To provide consistent and reliable service. The reason to believe • Because of our track-record. 24/6/365 To be the single source provider for all information touchpoints uniguest brand guidelines may 2011 23 .

Brand Standards AprIl 2011 .

TrADEMArks All trademarks must receive a symbol as a notice of ownership. • Uniguest product and service trademarks use the symbol ™ and accompanying footnote: ™ Trademark of Uniguest Inc. Footnotes are only required once per deliverable. When used in text. the respective symbol is only required once per deliverable. You help protect our trademarks by using them correctly in all applications. ® & ™ symbols are required in each instance when visually styled. These trademarks and their symbols identity our products and services and help distinguish them from our competitors’ offerings. uniguest brand guidelines may 2011 25 . • The Uniguest U uses the symbol ® (shown in the same color as the U) and accompanying footnote: ® Registered Trademark of Uniguest Inc.

IsOlATION X X X X X X X MINIMuM prEFErrED X X uniguest brand guidelines april 2011 26 . The minimum amount of negative space from all sides of the mark must be no less than the height of the circle incorporated in the mark (X). Clutter will weaken our brand. • Let it serve a prominent role. Consistency will strengthen our brand.prOMINENcE The Uniguest “U” mark is our company’s most valuable trademark.. and gives it the respect it deserves. This breathing room around the mark helps draw attention to it.. • Avoid the temptation to add to much “window dressing” around the Uniguest U. Isolation area The Uniguest U must always be surrounded by abundant free space. Feature the Uniguest U as the valuable asset it is. and twice the height of the circle is preferable. • Always portray the Uniguest U in the proper colors and proportions as described in these brand guidelines. It should not be cluttered by other elements.

Uniguest yellow should be used sparingly in any other element besides the Uniguest U. uniguest brand guidelines april 2011 27 . the width should not fall below 3/8” in print. or 24 pixels on-screen. 50 RGB: 120. 200. As a general guideline. SPOT: Pms 132C CMYK: 0. 0 RGB: 255. or any shade of it. may used freely in graphic elements. and these colors may not change. . 100.sIZE To ensure optimal legibility when reproducing the Uniguest U. 10. It should never compete for attention with the Uniguest U. 135 HEX: #767e88 Uniguest grey. the amount of Uniguest yellow on a page or screen should not exceed the size of the Uniguest U itself. the Uniguest logo uses two colors. 20.375 IN cOlOrs In full color print. 125. 0 HEX: #FFC800 SPOT: Pms 432C CMYK: 20. 5.

If the Uniguest logo is presented against a black background. the standard full color or the 1 color (black) version may be used. the alternate full color knockout version or the 1 color knockout version may be used. If the Uniguest logo is presented against the Uniguest grey background. the standard full color or the 1 color (white) knockout version may be used. uniguest brand guidelines may 2011 28 .cOlOrs If the Uniguest logo is presented against a white background.

The one color (white) knockout version should be used in these scenarios.kNOckOuTs The color version of the Uniguest logo should not be used over another colored background or artwork or photography. uniguest brand guidelines may 2011 29 .

DON’Ts don’t distort or rotate don’t combine with another logo or graphic element technical support don’t place against a visually distracting background don’t combine with another text element don’t create a shape around or otherwise confine don’t use as an embellishment or pattern uniguest brand guidelines may 2011 30 .

uniguest brand guidelines may 2011 31 . without the name. The tagline can be placed either to the left or right of the mark depending on the layout. The horizontal versions below are the only approved alternate treatments.AlTErNATEs AlTErNATE VErsIONs In general. note: This alternate horizontal version is the only approved treatment for combining the mark and the tagline. But there are certain usage scenarios (a website being an example) in which a horizontal treatment may be necessary. the standard ‘stacked’ version of the Uniguest mark/typeface is the prefered treatment.

secured advantage™ secured advantage uniguest brand guidelines may 2011 32 . the rest of the description of our offering should follow in text/ body copy. consider using a lockup as a header for a page or screen. Only use as much text as is necessary to indicate Uniguest has a relevant offering. The lockup text may be positioned to flush either right or left with the center of the Uniguest U. Lockup text should be set the height of the circle in the Uniguest below.lOckups prODucT & sErVIcE lOckups In general. Uniguest grey with a height equal to the height of the circle in the Uniguest U. lower case. Lockup text should be set in the Locator Light font. Only text may be used as a lockup with the Uniguest U.

• The page titles and footers on this document’s pages is an example of recommended usage. Whitney HTF Book • Whitney HTF Book is the base font for all body text. • It should be used relatively large compared to other type elements in a design. • All of the body copy in this document is set in Whitney HTF Book. • It should never be used to style or emphasize body copy. Uniguest’s brand guidelines contain a versatile set of fonts and simple guidelines for their use follow: locator light • Locator Light is only to be used as part of a product or service lockup with the Uniguest U mark.TYpOgrAphY To ensure the similarity of written materials. locator bold • Locator Bold should be used for text elements that are clearly differentiated from normal body copy. uniguest brand guidelines may 2011 33 . • It should only be used when the Uniguest mark is also present in the design. • Variants in weight and style are used to style or emphasize body copy. • The title lockup on this document’s cover is an example of recommended usage. • It should only be set in small caps. • It should not be used as a graphic flourish or design element.

chapter. • The first time a concept is introduced in this document. within body text. In this context. • It should not be used as a graphic flourish or design element. • Use judicially else it lose its effectiveness in calling attention. the upper and lower case small caps should be used.TYpOgrAphY Whitney HTF Book Italic • Whitney HTF Book Italic is used to emphasize words. • The URL at the bottom of page 4 is set in Bell Centennial Name and Number. or for headers and labels in charts and graphs. it is set in Whitney HTF Book Italic. In this context. • Whitney HTF SemiBold SC may be used to emphasize the first line or thought of a new page. URL’s and other “listing” information. screen. • Whitney HTF SemiBold SC may also used for textual “call-outs” within body text. Bell Centennial Name & Number • Bell Centennial Name and number is used for tabular data. • It should not be used as a graphic flourish or design element. or indicate quotes. the upper and lower case small caps should be used. uniguest brand guidelines may 2011 34 . etc. all caps should be used. Whitney HTF SemiBold SC • Whitney HTF SemiBold SC is used to delineate sections within body text. In this context.

> Whitney HTF Book > Segoe UI (Windows 7 standard font) > Verdana (web standard font) uniguest brand guidelines may 2011 35 . static function updateProperties():Void. and instead should be converted to a graphic if necessary. if at all. • Bold and italic variants should be used very judicially.TYpOgrAphY Vera Sans Mono • Vera Sans Mono is used to display source code. • Below is an example of using Vera Sans Mono to display source code: intrinsic class Accessibility { static function isActive():Boolean. tabular data or other “pre”formatted text. isNonHtml:Boolean):Void. • It should not be used as a graphic flourish or design element. event:Object. specify the next closest available font for body text. static function sendEvent(mc:MovieClip. The locator font should never be substituted. } CSS Cascade When an exact font cannot be specified. childID:Object. or Uniguest’s brand standard fonts are not available.

uniguest brand guidelines may 2011 36 . • No logos. • Templates for common desktop applications.cOrrEspONDENcE It is important for Uniguest to present a consistent brand image through our everyday interactions. notepads. along with all other brand materials. graphic marks.com/projects/6501593/ • These designs purposefully accommodate both 81/2x11” and A4 page sizes to meet global demand for digital delivery and desktop printing.basecamphq. facsimile transmittal sheets and emails are key touchpoints for communicating our brand ethos even when face-to-face dialog is not possible. Correspondence materials such as letterhead. photos or symbols other than the Uniguest U and tagline should appear on Uniguest correspondence unless legally required. envelopes. can be found here: https://uniguest.

serving as an endorsement of our products and services. such as sell sheets.” Abstract. which dilutes the brand. convey the quality of our offerings and shape our stakeholders’ initial perception of our brand. Avoid visual clutter and redundancy. • Judicious use of photography is encouraged. pamphlets. The Uniguest U has an important role on these materials. trademark notice and our URL (www. uniguest brand guidelines may 2011 37 . human-centric photos best communicate the benefits of “touch. versus the latest and greatest widget. never use graphic embellishments for their own sake. When a new communication needs created. impersonal photography should be avoided as it often does not communicate anything.uniguest. Whenever possible.com) and phone number 1-800-467-1218. Draw attention to The Point of Touch™ and its benefits. Consistent use strengthens our brand. Large. • Minimalism and reductivism are the preferred design techniques for communicating the confidence and professionalism of the Uniguest brand.cOMMuNIcATIONs Uniguest communications materials. brochures and presentations. • Be respectful of our audience’s limited time. use an existing communication. • Aesthetic choices should always convey meaning. or start a new communication from an existing template. Focus communications on our brand and our customers’ needs. use these guidelines: • Single page/screen communications must include the combined Uniguest U and slogan. • Multi-page/screen communications should feature the Uniguest signature bar on the last page/screen.

Uniguest has standardized on the Adobe® CS Suite of applications. as well as a PDF. • Native resolution of bitmap images should be double the intended line screen at final positioned size. Flash® or Photoshop®. Commercially Printed Deliverables • All files should be provided in both their original editable format. • Use the preflight/packaging function of your software to collect all files. All deliverables must be editable in either InDesign®. Bitmaps images should be TIFF or Photoshop format. including fonts used in placed/linked files. • Include all fonts used in the document. • Vector images should be AI.prODucTION Uniguest requires that all materials be produced and provided electronically for digital publishing or commercial print production. • All documents should use the CMYK model. Bleeds should extend 1/8” beyond the trim size. uniguest brand guidelines may 2011 38 . EPS or PDF format. Delete unused colors. and all colors should be reproducible within the SWOP gamut. • Page sizes should be defined as the final trim size of your document. Illustrator®.

Delete unused colors. • Modern CSS. HTML & JavaScript best practices should be used to ensure cross-browser. as well as the final “compiled format. ON-SCREEN/DESKTOP PRINTING • Orient the “page” for landscape printing for both 81/2x11 and A4. • All documents should use the RGB model. cross-platform compatibility. EMAIL • All designs should accommodate a minimum horizontal resolution of 600 pixels wide. and all colors should be reproducible within the sRGB gamut. including fonts used in placed/linked files.” (i.e. a PDF. uniguest brand guidelines may 2011 39 . • Total “weight” of associated files should not exceed 1MB. • Use the preflight/packaging function of your software to collect all files. Bitmaps images should be PNG.prODucTION Digital Deliverables • All files should be provided in both their original editable format. DXF or PDF format. GIF or JPEG format.) • Include all fonts used in the document. as this also allows for comfortable viewing on screen. • Native resolution of bitmap images should be greater or the same as 100% at final positioned size. • Deliver as a PDF. or a SWF. Total “weight” of file should not exceed 2MB. • Vector images should be AI. WEB • All designs should accommodate a minimum horizontal resolution of 960 pixels wide.