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Brand Voice

Hotel Collateral
Hotel Logos
Sales Materials
Stationery
Online
Doubletree Graphics & Identity
Table of Contents
Issue Date 2.5.09
1 Introduction
2 Color Palette
2.1 Overview
Color Palette and Specications
2.2 Using Color
2.3 Typography Color
3 Logos and Graphics
3.1 Overview
Doubletree Logos
3.2 Approved Logos
3.3 Doubletree Symbol
Clear Space and Placement
3.4 Legal Marks
3.6 Hilton HHonors Logo
3.7 Doubletree Leaves Graphic
Color Versions
Leaves Example
4 Typography
5 Imagery
5.1 Photography
Doubletree Image Library
6 Hotel Collateral
6.1 Overview
Hotel Collateral

7 Marketing Sales Materials
7.1 Overview
Color Backgrounds
Photography
7.2 Sales Materials
7.7 Pre-Opening Postcards
7.8 Billboards & Signs
7.9 Van Graphics
7.10 Cookie Collateral
8 Stationery
8.1 Overview
8.2 Stationery
9 Printing Guidelines
9.1 Colors and Inks
Paper Stock
10 Doubletree Online
10.1 Communicating on the Web
Target Audiences
10.2 Doubletree Web Copy Style
Best Practices for Web Writing
10.3 Online Typography
10.4 Promotional Titles & Display Advertising
10.5 Branches & Leaves
10.6 Online Color Palatte Specications
10.7 Seasonal Color Palatte Specications
11 Contact Information
Introduction
These Doubletree Graphics & Identity guidelines were created to bring the Doubletree Brand
to life in a refreshingly unexpected way. Whether it be online or ofine, the energy, warmth and
contemporary spirit of Doubletree will be conveyed through this well thought out visual approach.
The benet of a consistent visual identity is that it reinforces familiarity with our communications
and helps Guests feel more at home, no matter where they may be in the world.
On the following pages youll nd guiding principles, specic rules and examples of our hotel
collateral, sales materials, stationery system and online communications. In addition, these guidelines
include information about proper logo usage, color specications, typography and appropriate ways
to use the Doubletree graphic elements.
Communicating Online & Ofine
Doubletree copy should reect the same Brand Voice for both online and ofine communications for a
seamless brand experience. In order to be effective, copy must be tailored appropriately for the target
audience, and maintain a consistent style for online and ofine communications.
Brand Voice
Along with our visual identity, we have created a Brand Voice. The Brand Voice is our verbal
communications style. Its the way we say what we say. An effective brand voice must:
> Connect with our brand essence: Refreshingly Unexpected
> Reect our brand character: Energetic, Caring, Thoughtful, Contemporary
> Respect our voice principles:

Conversational
P straight-orwaro, natural ano concis; not nowry, woroy or complicato
/voio businss-spak ano clich
Us ao|ctivs sparingly

Direct
Us th activ voic
Us scono-prson ano nrst-prson pronouns (you, yours or Gusts ano Tam Mmbrs;
we, our for Doubletree)

Honest
P gnuin & truthul
/ppar connont but not boastul
/voio hyprbol, prtns ano sl-congratulation

Polite
Say plas ano thank you
1
1 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral
7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact Information
Overview
Color Palette Specications
Using Color
Color Palette
2
1 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral
7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact Information
Sage
PMS 7494 C
C41/M19/Y49/K0
Overview
The following color palettes were created to complement the Doubletree logo colors. The primary color palette should satisfy most,
i not all, osign ob|ctivs. Th accnt color paltt is to b uso only in mooration, ano only whn aooitional colors ar noo.
When used properly, these colors will help all Doubletree communications be consistent and live harmoniously together.

Color Palette Specications
Primary Color Palette
Accent Color Palette
Mint
PMS 579 C
C26/M6/Y46/K0
Cream
PMS 7500 C
C11/M11/Y29/K0
Chocolate
PMS 462 C
C50/M58/Y100/K45
Leaf
PMS 364 C
C77/M32/Y100/K19
Burnt Orange
PMS 167 C
C18/M80/Y100/K7
Aubergine
PMS 511 C
C60/M91/Y41/K33
Pollen
PMS 110 C
C17/M31/Y100/K0
Honey
PMS 1245 C
C22/M41/Y100/K0
Sap
PMS 139 C
C26/M58/Y100/K10
Fern
PMS 349 C
C100/M0/Y91/K42
Burgundy
PMS 209 C
C39/M90/Y57/K38
Black
C0/M0/Y0/K100
White
C0/M0/Y0/K0
2.1
Using Color
Whenever possible, Pantone

(PMS) inks shoulo b uso. Howvr, whn using CMYK uivalnts, th printr shoulo b
instructed to match the color on press to the appropriate PMS color chips.
Backgrounds
Full blos o PMS 579, PMS 7494, PMS 462 or PMS 75CC ar uso as backgrouno colors (s collatral sampls or usag
specications).
Gradation -
100% of 7494 to 579

PMS 462

2.2
Typography Color
In most cases PMS 462 should be used for typography. Black and white may also be used. In Dual Language collateral,
PMS 462 should be used for the countrys native language and PMS 462 italicized should be used for English.
PMS 462

PMS 462

PMS 46

PM
P

P
CARELINE
We want to provide outstanding service.
If there is anything we can do for you,
please use the CARELINE button
on the telephone. Enjoy your stay!
Horizontal vs. Vertical Branches
Whenever possible use a vertical space for the branches graphic.
If the layout is horizontal, use the version of the Branches below.
2.3
Overview
Doubletree Logos
Doubletree Symbol
Clear Space and Placement
Approved Logos
Legal Marks
Hilton HHonors & The Hilton Family Logos
Doubletree Branches
Logos and Graphics
3
1 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral
7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact Information
International Brand Logo International Property Logo
location
U.S. Brand Logo
location
U.S. Property Logo
Overview
The Doubletree logo is made up of the Doubletree symbol, the brand signature, and the property signature. When designing hotel
collateral, sales materials, and stationery there are specic rules and guidelines about using these logos. The visual strength of the
Doubletree brand depends upon the consistent use of the proper logo for each application. The original art should always be used
in any design application and logos should never be redrawn, replaced, or modied.
Doubletree Logos
The following logos have been specially designed for each application. These are the accepted logos for use in all Doubletree messaging.
Any materials using the logo must be approved by the Doubletree Marketing Team. Please send an electronic proof to Christy Cain at
christina.cain@hilton.com.
Th ont Tra|an is uso or th Doubltr logo typ. Th taglin, / Mmbr o th Hilton Family o Hotls, is st in th Futura ont.
When using the word Doubletree in copy it must be spelled as one word with a lower case t.
The T in Doubletree is only capitalized when the name appears in the logo.
Incorrect usage: DoubleTree Double Tree
Correct usage: Doubletree
3.1
3.2
Doubletree Symbol
The principal visual element of our identication system is comprised of two stylized trees whose oval-shaped tops interlock.
lt has bn osigno to b uso in on color: PMS 349 (4/C procss: CCC/CM/9Y/42K), Plack or Vhit.
Occasionally within our hotels, the Doubletree symbol alone might be used on applications such as high-level signs for maximum
visibility. These applications are exceptions and must be thoroughly reviewed and approved by the Doubletree Marketing Team
before being implemented.
Clear Space, Size, and Placement
Clar Spac Ruirmnts
ln vry signatur application thr is a ruiro minimum clar spac arouno th logo.
Th clar spac is ual to th hight o th D in th woro Doubltr as inoicato in
the diagram. Do not violate this area.
Minimum Size
It is important for the Doubletree logo to be a prominent design element. The scale of the logo will depend on the size and layout
o th printo pic, but minimum wioth on inch is ruiro.
Logo Placement
The logo should always be within the margins of the layout, and at least twice the
rcommnoo clar spac (twic th hight o th D in Doubltr) away rom
the trim.
When using the logo with the Branches, there should be a nice balance between the
two elements within the design.
Placement priority for all layouts is as follows: Doubletree logo, URL, other logos.
The Doubletree logo should always be the biggest and most prominent brand mark
on every layout.


CARELINE
We want to provide outstanding service.
If there is anything we can do for you,
please use the CARELINE button
on the telephone. Enjoy your stay!
3.3
Approved Logos
2-color signature on a white background.
Signature in black on a white background.
Signature in PMS 462 on a PMS 7494 background.
Signature reversed out of white on PMS 462 background.
location
location
location
location
Legal Marks
Trademarks and Registered Trademarks
Th Doubltr nam ano logo ar rgistro traomarks o Hilton Hotls Corporation. ln all instancs th or TM
must appear exactly as shown.
Other Legal Marks
Copyright Legend
All materials must include the following copyright protection:
2009 Hilton Hotels Corporation.
Please note that the year should be indicative of the year the piece was published.

3.4

Legal Marks
Trademarks and Registered Trademarks
When using Sweet Dreams by Doubletree sleep experience or Sweet Dreams by Doubletree bedding program, hotels in
th US will us a atr Swt Drams. Hotls outsio th US will us TM atr Swt Drams.
Domestic Usage
Sweet Dreams by Doubletree sleep experience
Sweet Dreams by Doubletree bedding program
International Usage
Sweet Dreams by Doubletree sleep experience
Sweet Dreams by Doubletree bedding program
If you are using Sweet Dreams without the by Doubletree sleep experience, or by Doubletree bedding program,
no traomark or rgistration mark is ruiro.
Sweet Dreams bed
Sweet Dreams pillow
3.5
Hilton HHonors & The Hilton Family Logos
The Hilton HHonors logo is used on the Check-In Folder and on the sales materials. It should always be printed in white or PMS 2736.
The Hilton HHonors logo must always be reproduced from master artwork. Never redraw, replace, or modify the logo in any way.
Color Versions
The Hilton HHonors logo may be reproduced in any of the following three color versions:
Positiv in Hilton Plu (PMS 2736 C or CMYK CC/85/C/C) ovr whit, a light color backgrouno, or a light photographic backgrouno
Rvrso whit ovr a oark color backgrouno, or a oark photographic backgrouno
Positiv black ovr whit or intrnal communications or nwspapr aos only
Clear Space
Th logo's clar spac is onno by th masurmnt x, ual to th hight o th Hilton Cartouch.
Th minimum amount o clar spac ruiro is x horizontally ano /2x vrtically, as shown.
Minimum Size
Th Hilton Cartouch cannot b smallr than .25 wio, as shown.
Usage Notes
When using the Hilton HHonors logo with The Hilton Family logo,
both identities must be the same size.
For internal communications
and newspaper ads only.
N=
=
^=
]`
3.6
Doubletree Branches
The Doubletree Branches were developed to enhance the design of our hotel collateral and
sales materials. A natural extension of the Doubletree brand, they are meant to complement
the Doubletree logo, while reinforcing our energetic, caring and contemporary brand character.
In most cases, only one Branch graphic should be used at a time. There are two color versions for
th Doubltr Pranchs, chocolat (PMS 462) ano whit, ano svral color options or th lavs
(PMS 7494, PMS 579 ano PMS 364) but thy all stm rom
the approved color palette.
Minimum Size
The size of the Branches graphic depends on the size of the
piece being designed. The Branches should not overwhelm
the design, nor should they be too small. The Branches
should never compete with the Doubletree logo by being
the same size or smaller than it.
Placement
The Branches should
look organic, as if they
are growing and have a
free owing character.
Whenever possible they
should go up all the way
to the top of the page
while always anchored at
the bottom of the page or
the background they are
placed on. Do not crop the
Branches. Please refer to
the examples on this page.
3.7
Typography
abc
4
1 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral
7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact Information
Typography
Typography is very important to the overall design of Doubletree collateral and sales materials. However, it should never overwhelm the layout by
bing too larg ano ovrbaring. Car shoulo b takn to mak sur that th laoing (th spac btwn ach lin in a paragraph) is proportional
to the font size. Type should never look crowded when the copy length is two or more lines. For best practices, follow the specications outlined
in the collateral and sales material sections of this guide on pages 67.7.
Gotham
Clear, easy-to-read signage is a welcome sight to the weary traveler. Gotham is a geometric, sans serif font. It was chosen as the primary font for
our collateral and sales materials because it complements the Doubletree logo and is simple, fresh and inviting.
Gotham Medium
Th Moium wight shoulo b uso or haolins ano subhaos. lt shoulo always b uso in sntnc cas (capitalizing th nrst lttr o
the sentence and using lower case for the rest of the letters) for legibility and to convey an amiable, conversational tone.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Gotham Book
The Book weight should be used for all copy other than headlines. Sentence case
should always be used.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcoghi|klmnoprstuvwxyz 23456789C
To order Gotham online, go to: http://www.typography.com/fonts/ font_overview.php?productLineID=100008
Franklin Gothic
If you are creating documents in Microsoft Word

or PowerPoint and are concerned that the recipient does not have Gotham, you may use
Franklin Gothic as an alternative. This font can be purchased online at www.itcfonts.com.
Gotham Medium

Gotham Book

0008

Comb
Toothbrush
Toothpast
Raor
Showr cap
Shaing cram
Dooorant
Swing kit
Forget something?
Plas contact th ront osk or complimntar:
4.1
Photography
Doubletree Image Library
Imagery
5
1 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral
7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact Information
Photography
Photography should be used in collateral as a way to best showcase your Doubletree hotel. It should never be the predominant design element
in th layout. lmags shoulo always b shown in suar-cornro boxs.
Doubletree Image Library
/ll approvo ano licnso Doubltr imags can b ouno in th Doubltr Onlin Toolkit (DOT). Vhnvr possibl, us imags rom th
library. l sourcing stock or custom photography, all rusts must go through th Doubltr Markting Tam.
Login information for the Doubletree Online Toolkit (DOT): www.doubletreetoolkit.com
username: Propertys CTYHOCN
password: Propertys chosen password
For special requests, login information, or if you would like to add photos of a specic hotel, please contact:
Christy Cain
Sr. Manager- Graphics & Identity
Doubletree Brand Marketing
Hilton Hotels Corporation
9336 Civic Center Drive
Beverly Hills, CA 90210
Phone: 310-205-4095
Fax: 310-205-7860
christina.cain@hilton.com
Homepage
5.1
Login information for the Doubletree Online Toolkit (DOT): wwwdoubletreetoolkit com
Homepage
Hotel Collateral
6
1 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral
7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact Information
Overview
Doubletree hotel collateral is fresh, warm and inviting. Each piece communicates a clear, concise message, and adheres to the design
guidelines for collateral. Each piece should also stand on its own and yet live harmoniously with the full scale of Doubletree collateral.
For U.S. Hotels, visit OnO lnsior at oninsior.hilton.com. Go to Channls> Dpartmnts>Supply Managmnt>Oror Forms>Doubltr.
You will nd all of the order forms for Hotel Collateral items.
For International Hotels, contact Christina Cain at 310-205-4095 or christina.cain@hilton.com for authorized vendor information.
For Menus and Guest Directories, visit www.printsofhb.com. Both U.S. and International hotels can customize and order In-Room
Dining Menus and Guest Directories.
Check-in Folder Keycard
Luggage Tag
Keycard Packet Keycard
Luggage Tag
Keycard Packet Check-in Folder
6.1
Hotel Collateral


CARELINE
We want to provide outstanding service.
If there is anything we can do for you,
please use the CARELINE button
on the telephone. Enjoy your stay!
Forget Something Card
Tray Removal Card
Bathrobe Card
Forget Something Card

Comb
Toothbrush
Toothpast
Raor
Showr cap
Shaing cram
Dooorant
Swing kit
Forget something?
Plas contact th ront osk or complimntar:
Tray Removal Card
athrobe Card Ba
CARELine Card
Cleaned With CARE Card
6.2
Hotel Collateral
Do Not Disturb Sign Do Not Disturb Sign
Breakfast Menu
In-Room Dining Menu In-Room Dining Menu
Bre
Glass Cap
Cocktail Napkin
Breakfast Napkin
Coaster
6.3
Hotel Collateral
Telephone Rate Card Telephone Rate Card Guest Directory
6.4
Hotel Collateral
Overview
Call To Action
Sales Materials
Pre-Opening Postcards
Airport Signage and Billboards
Van Graphics
Cookie Collateral
Marketing Sales Material
7
1 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral
7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact Information
Overview
Sales materials use a lot of the same design elements as hotel collateral, but by nature must convey more messaging. These pieces should
have an overall tone that is fresh and inviting as the hotel collateral, but there are specic design elements only used for sales materials to help
differentiate this type of communication.
U.S. Hotels can customize and print their sales collateral through the automated system on the Doubletree Online Toolkit (DOT). To get started
visit www.doubletreetoolkit.com. Log in using your CTYHOCN Code and password. Once on the DOT site, visit the Collateral section for all of
the customizable sales material templates. Follow the easy step-by-step instructions for completing your hotels sales collateral. You will have
the option to receive artwork that you can print locally or print through the Toolkit for convenience and ease.
For International Hotels visit the Doubletree Online Toolkit (DOT) www.doubletreetoolkit.com. Log in using your CTYHOCN Code and
password. Once on the DOT site, visit the Collateral section for all of the sales material templates which can be downloaded, customized
and printed locally.
Call-To-Action
The Call-To-Action portion of your sales materials
encourages Guests to make reservations online or
by phone.
U.S. Hotels approved Call-To-Action
ooubltr.com (Prano URL)
city.ooubltr.com (Proprty spcinc URL)
-8CC-222-TREE (Prano toll-r numbr)
Proprty spcinc phon numbr
International Hotels approved Call-To-Action
U.S. T/RGET /UDlENCE
ooubltrbyhilton.com (Prano URL)
city.ooubltrbyhilton.com (Proprty spcinc URL)
Proprty spcinc phon numbr
U.K. T/RGET /UDlENCE
ooubltrbyhilton.co.uk (Prano URL)
ooubltrbyhilton.co.uk/city (Proprty spcinc URL)
Proprty spcinc phon numbr
CHlN/ T/RGET /UDlENCE
ooubltrbyhilton.com.cn (Prano URL)
ooubltrbyhilton.com.cn/city (Proprty spcinc URL)
Proprty spcinc phon numbr
For all other country target audience calls to action,
plas contact Pam Naums, Sr. Managr - Digital Markting
at pamela.naumes@hilton.com.
Rack Caro
PMS 7500

Rack Caro

7.
Color Packgrounos
Packgrouno colors or
Doubletree sales materials
should come from the
approved background
colors in the Doubletree
color paltt. lt is
acceptable to have full
blos o PMS 75CC or
PMS 462.
Fact Sheet Back - 8.5x11 Fact Sheet Front - 8.5x11 Fact Sheet Back - 8.5x11 Fact Sheet Front - 8.5x11
7.2
Sales Materials
Sales Folder Front - 9x12 Sales Folder Back - 9x12
7.3
Sales Materials
Generic Sales Folder Front - 9x12 Generic Sales Folder Back - 9x12
7.4
Sales Materials
Inside panels
Cover
Sales Brochure - 4x9 Panels
Flap Back Cover Flap Back
7.5
Sales Materials
Inside panels
Tri-Fold
7.6
Sales Materials
Rack Card Front - 4x9 Rack Card Back - 4x9 Rack Card Front - 4x9 Rack Card Back - 4x9
Cookie is Here Postcard
Trees are Here Postcard
Cookie is Coming Postcard
Trees are Coming Postcard
Pre-Opening Postcards
/ nw hotl in th marktplac is an xciting opportunity to introouc potntial Gusts to Doubltr or acuaint past Gusts with a
rbranoo hotl. Th ollowing announcmnt postcaros ar availabl on th Doubltr Onlin Toolkit (DOT).
For Doubltr hotls that ar th nrst in thir marktplac, th Trs /r Hr ano Trs /r Coming postcaros might b a bttr
alternative as Guests may not be familiar with the cookie icon.
Cookie is Coming Postcard Cookie is Here Postcard
Trees are Coming Postcard Trees are Here Postcard
7.7
Airport Signage and Billboards
When airport call-boards or billboards are part of your advertising mix, please use the following designs. You may work with a local company to
produce the signage based on the size of the call-board or billboard purchased. You can obtain graphics for the call-board and billboard from
Christy Cain at christina.cain@hilton.com.
Billboard
Airport Sign Airport Sign
Billboard
7.8
Van Wrap
Van Graphics
The following is the approved graphic schematic for hotel courtesy vehicles. Positioning of the images on the van should conform
to the one shown here. Although all makes and sizes of vans could not be addressed in this manual, the basic design shown on this
standard-sized van can be adapted to the exact specications of the various models. To obtain van graphics, please contact Christy Cain
at christina.cain@hilton.com.
7.9
Cookie Collateral
The presentation of our signature Doubletree warm, chocolate chip cookie at check-in is an expression of welcome and appreciation
uniu to Doubltr. Th ollowing cooki collatral shoulo b uso on proprty to prsnt ano promot th cooki to our Gusts.
Hotels can contact Christy Cain, christina.cain@hilton.com for ordering information.
Counter Card
Large Cookie Bag
Cookie Bag
Cookie Tin
Counter Card
Now you can enjoy Doubletrees signature
chocolate chip cookies wherever you are!
Pick up a tin in the hotels cookie center,
or have them delivered anywhere in the
U.S. by calling 1-800-916-0097 or visiting
doubletreecookies.com.
Half Dozen
$
10.95
Plus Applicable Freight
Handpacked and delivered
anywhere in the U.S.
ENJOY OUR WARM
WELCOME AT HOME.
doubletree.com 1-800-222-TREE
Now you can enjoy Doubletrees
signature chocolate chip cookies
wherever you are! Pick up a tin in
the hotels cookie center, or have
them delivered anywhere in the U.S.
by calling 1-800-916-0097 or visiting
doubletreecookies.com.
$
10.95
Half Dozen
Plus Applicable Freight
Handpacked and delivered
anywhere in the U.S.
ENJOY OUR WARM
WELCOME AT HOME.
doubletree.com 1-800-222-TREE
Cookie Rack Card
COOKIE
RAIN CHECK
Please redeem this card at the front desk for
a complimentary Doubletree signature
chocolate chip cookie.
Cookie Rain Check Card
7.10
Overview
Doubletree Logo
Typeface
Paper
Branches
Stationery - 8.5x11
Stationery - A4
Envelopes
Notepads
Email Signature
Stationery
8
1 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral
7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact Information
Overview
Doubletree stationery should follow a more corporate look and
feel, as often this type of communication is coming from Doubletree
management. For International and U.S. hotels, please visit
www.hiltonprinting.com to order your brand approved stationery
and business cards.
Doubletree Logo
Logos on letterhead and business cards should use the logo that
has the Doubletree symbol in the green PMS 349 and all the type in
black. A property specic logo should never be used on a business
card or letterhead.

A minimum clear space around the logo must always be maintained.
This ara shoulo b ual in hight o th D in Doubltr. Rr
to page 3.2 for guidelines.

Typeface
On business cards Gotham Medium is used for the cardholders
name and title. On all brand stationery Gotham Medium is used for
the hotel name appearing at the beginning of the address block,
and Gotham Book is used for the address.
Paper
Doubletree business cards should be printed on Hilton Custom
Neenah 130# cover. Letterhead should be printed on Hilton Custom
Neenah 70# text. Do not mix and match paper stock for business
cards and stationery. Always use the same paper in different
wights (txt wight or lttrhao ano covr wight or
business cards).
Branches
The Branches graphic should be used vertical in a screen of PMS
349 at 4%.
Cardholders Name: Gotham Medium 8pt
Title: Gotham Book 7pt
Property Name: Gotham Medium 6pt
Address and Contact Information: Gotham Book 6pt
3.5x2
3.375x2.125
8.1
Generic Stationery - 8.5x11 Personalized Stationery - 8.5x11
Name: Gotham Medium 7pt
Title: Gotham Book 7pt
Property Name: Gotham Medium 7pt
Address and Contact Information: Gotham Book 7pt
Graphic/Branches: 4% Screen of PMS 349
8.2
Stationery
Generic Stationery - A4 Personalized Stationery - A4
Name: Gotham Medium 7pt
Title: Gotham Book 7pt
Property Name: Gotham Medium 7pt
Address and Contact Information: Gotham Book 7pt
Graphic/Branches: 4% Screen of PMS 349
8.3
Stationery
Note Pad
Email Signature Envelopes
Note Pad
ail Signature Envelopes Ema
8.4
Stationery
For email signature graphics, visit the Doubletree
Onlin Toolkit (DOT) at www.ooubltrtoolkit.com. Log in
using your CTYHOCN Code and property selected password.
Colors and Inks
Paper Stock
Printing Guidelines
9
1 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral
7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact Information
Colors and Inks
When printing any Doubletree brand communications, it is important to keep the color consistent. Using Pantone

inks is recommended,
however, color can still shift from press to press. Printers should be instructed to match color to the appropriate PMS coated color chips
and to check for consistency of color throughout the press run.
If printing in CMYK, use the color breakdowns recommended in this guide, but always instruct the printer to match as closely as possible
to the PMS color equivalent.
Paper Stock
Below are the recommended weights for collateral, sales materials, and stationery. These are current stock specications,
due to our sustainability efforts, we will be updating to recycled stock as appropriate through 2009.
Collateral
Bathrobe Card: 110# Cover Recycled
Breakfast Doorhanger: Coated Cover C1S 145# / .12 Brightness 90
Breakfast Napkin: 1/6 fold 3-ply
CARELINE Signage: Generic 100% Recycled treated 40 Mil PVC
Check-in Folder: .007 105# Luna Matte
Cleaned with CARE: 80# Cover Recycled
Cocktail Napkin: 1/4 fold 2-ply
Conserve to Preserve Card: 100% Recycled 24 Mil PVC
Do Not Disturb Doorhanger: 15 Mil PVC
Forget Something Signage: 20 Mil PVC
Key Card: 30 Mil PVC
Luggage Tag: Mylar Reinforced White Stock w/ perforation
Telephone Dialing Card: 0.02 Mil Vinyl with Vinyl overlay
Tray Removal Card: 80# Cover Recycled

9.1
Notepads

Panut/Mting Notpaos: 5C Vhit Opau Ost 3C Rcyclo
Mmo Not Paos: 5C Vhit Opau Ost C shts/pao 3C Rcyclo
Tlphon Notpaos: 5C Vhit Opau Ost C shts/pao
Sales Collateral
Brochure: 80# Endeavor velvet cover 30% post-consumer recycled paper
Fact Sheet: 100# Endeavor velvet cover 30% post-consumer recycled paper
Pre-opening Postcards: 100# Endeavor velvet cover a 30% post-consumer recycled
Rack Card: 100# Endeavor velvet cover 30% post-consumer recycled paper
Sales Folder: 111# Endeavor velvet cover 30% post-consumer recycled paper
Stationery
Business Cards: Hilton Custom Neenah 130# cover
Letterhead: Hilton Custom Neenah 70# text
Envelopes: Hilton Custom Neenah 70# text
9.2
Target Audiences
Doubletree Web Copy Style
Best Practices for Web Writing
Online Typography
Promotional Titles & Display Advertising
Branches & Leaves
Online Color Palette Specications
Seasonal Color Palette Specications
Doubletree Online
10
1 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral
7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact Information
Target Audiences
To better understand our Guests needs and attitudes toward travel, we conducted customer segmentation research among travelers
who stay with us and within our competitive set. This research identied three key segments of core Doubletree Guests: Jugglers and
Connoisseurs, who are primarily our business travel Guests, and Penny-Wise Parents, a primarily leisure segment. The key needs of each
segment outlined below guide us in our copy tone and offer approach for marketing communications.
Communicating on the Web
In order to be effective in the online space, copy must be tailored appropriately for the target audience, maintain a consistent
style and utilize best practices for the web. Refer to our messaging guidelines below:
Messaging to the Juggler (Female and Male) Primary Personas

Dsir gratr control ovr oay-to-oay li ano gratr prsonal / prossional balanc.
Vants a strss-r, caring nvironmnt - a uality hotl xprinc that ncourags thm to rcharg ano prpar or
whatever tomorrow has in store.

Most rcptiv to straightorwaro, convrsational, bit-siz contnt. Vants rinorcmnt that nos will b mt by a company
who cares.

Rspono wll to ors, but not to sals pitchs. /voio th haro sll ano vrbos pros. Copy nos to talk, not shout.

Messaging to the Connoisseur Secondary Persona

Vants suprior accommooations that will mor than satisy basic nos. lnsists on impccabl srvic, uality amnitis, ano
indulgences.
Onlin copy shoulo b to th point, convrsational ano writtn or scanability.
Prmium comorts ano aooo prks shoulo b communicato, but ton shoulo b short, simpl, sincr, ano smart - a balanc
between information and inspiration.
Messaging to the Penny-wise Parent Secondary Persona
Vants gooo valu or mony, in a hotl that truly wlcoms chilorn.

Onlin copy shoulo b rinoly, to th point, highlight th bnnt gaino, ano avoio markting spak. Don't giv thm any rasons
to turn to competitors.
Opportunitis to sav (rats, oals, packags, ano spcials) shoulo b prominntly aturo. Enticing ors with clar
demonstration of value and calls to action will help win their business.


10.1
Doubletree Web Copy Style
As with brand images and colors, copy should be consistent and employ a standardized style throughout the entire web experience.
Common copy elements include:
> Puttons inoicating ruiro actions, such as GO, SUPMlT ano SEND shoulo b upprcaso
Stanos out on th pag as a nxt-stp itm
> Pag titls ar initial cappo (titl cas) without punctuation
Hlps stablish contnt hirarchy
> Doubletree headlines should be in sentence case with appropriate punctuation
Communicats a rinoly convrsational styl, not shouting
> Short haoings, such as Sarch or Spcials Nws & Upoats ano
Hlpul Hints will b initial cappo
/ssists in scanability
> Tabs will be initial capped
Calls attntion to tab unctionality
> Short links such as Larn Mor will b initial cappo
Stanos out a littl mor than booy copy without ylling at th raor
Best Practices for Web Writing
Be Brief - Omit unnecessary words.
Use Active Voice - /ctiv voic (/ctor oos X to Ob|ct) is usually bttr than passiv voic (Ob|ct has X oon to it by /ctor). lt kps
raors ngago. /ctiv voic (mor concis): Th gust booko at Doubltr. Passiv voic (mor woroy): Doubltr was th hotl
booked by the guest.
Stay Positive - lt is usually mor ctiv to writ a positiv statmnt (Do X) ovr a ngativ statmnt (/voio Y).
Structure for Scanning - Put key words at the beginning of the sentence. Put the most important sentence at the beginning of the
paragraph. And put the most important paragraph at the beginning of the page.
Keep it Simple - Write in simple sentence structure.
Be Clear - Jargon, esoteric terms and obscure references will confuse or irritate some readers.
Use Bullets - Bullet points are easily scanned.
Divide with Subheads - Subheads are useful for breaking up multiple paragraphs. They provide context and function as a handhold
for the reader.
Bold Key Words and Phrases - Bolded words will stand out. But use sparingly to maximize impact.
10.2

Online Typography
Body Copy
Verdana Regular, 11pt .
Used as system text for standard HTML pages and templates.
On light backgrounds use a solid color from the approved color palette.
Links
Verdana Regular Underline, 11pt .
Use the same point size as the body copy you are linking from.
Us /LL C/PS or links.
Links shoulo always b unorlino.
Us an altrnativ solio color rom th approvo color paltt.
Example: CLI CK HERE
Headlines & Type
Gotham Light
Gotham Light 20pt. Used for in page headings. Can have vertical gradient applied.
Gotham Medium
Gotham Medium 24pt. Used for top level inpage headings. Can have vertical gradient applied.
Gotham Bold
Haolin ont, uso sparingly to mphasis th big ioa mssag.
To order Gotham online, go to: http://www.typography.com/fonts/ font_overview.php?productLineID=100008
10.3

Promotional Titles & Display Advertising


A mix of Gotham Light, Gotham Medium and Gotham Bold can be used to create an interesting lockup of type.
Examples:

Buttons
Primary
Secondary
Tertiary
10.4
Branches & Leaves

For branches with two or fewer leaves, each leaf must contain a vein.
For branches with more than two leaves, solid leaves may be included for variety.
10.5
Sage
PMS 7494 C
C41/M19/Y49/K0
Online Color Palette Specications
Mint
PMS 579 C
C26/M6/Y46/K0
Cream
PMS 7500 C
C11/M11/Y29/K0
Chocolate
PMS 462 C
C50/M59/Y83/K46
Leaf
PMS 364 C
C77/M32/Y100/K19
Burnt Orange
PMS 167 C
C18/M80/Y100/K7
Chocolate
PMS 462 C
C50/M59/Y83/K46
Aubergine
PMS 511 C
C60/M91/Y41/K33
Midnight
PMS 539 C
C100/M77/Y46/K51
Pollen
PMS 110 C
C17/M31/Y100/K0
Brick
PMS 1805 C
C22/M97/Y89/K13
Honey
PMS 1245 C
C22/M41/Y100/K0
Cranberry
PMS 1815 C
C32/M92/Y82/K39
Sap
PMS 139 C
C26/M58/Y100/K10
Cabernet
PMS 497 C
C48/M73/Y67/K56
Fern
PMS 349 C
C93/M33/Y92/K25
Burgundy
PMS 209 C
C39/M90/Y57/K38
Sap
PMS 139 C
C26/M58/Y100/K10
Black
C0/M0/Y0/K100
White
C0/M0/Y0/K0
10.6
Accent Color Palette
Primary Color Palette
Web Only
Seasonal Color Palette Specications
10.7
Linear view of seasonal color palatte
Christy Cain
Sr. Manager- Graphics & Identity
Doubletree Brand Marketing
9336 Civic Center Drive
Beverly Hills, CA 90210
Phone: 1-310-205-4095
Fax: 1-310-205-7860
christina.cain@hilton.com
Pamela Naumes
Sr. Manager Digital
Marketing
Doubletree Brand
Marketing
9336 Civic Center Drive
Beverly Hills, CA 90210
Phone: 1-310-205-7046
Fax: 1-310-205-7860
pamela.naumes@hilton.com
Contact Information
11
1 - Introduction 2 - Color Palette 3 - Logos and Graphics 4 - Typography 5 - Imagery 6 - Hotel Collateral
7 - Marketing Sales Materials 8 - Stationery 9 - Printing Guidelines 10 - Doubletree Online 11 - Contact Information