Brand Identity

Sheraton Hotels & Resorts

Sheraton's New Logo Guidelines Sheraton's New Print Advertising Guidelines

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. Starwoods worldliest brand is an industry leader in its class. Discerning business and leisure travelers count on Sheraton to offer an environment of substantial comfort and confident style, unaffected by passing fads. They appreciate Sheratons consistency of excellence, 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 carefully developed graphic program provides a powerful set of creative tools for which Sheraton property owners, advertising affiliates and design associates will be able to build a consistent, strong brand identity. Theres a look to Sheraton. A fine-tuned style of communication that rewards everyone.

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Brand Logo

Sheraton Hotels & Resorts

The Sheraton logo is found on starwoodarchive.com. The Sheraton brand logo must always be reproduced exactly as specified in this graphics standards outline. The visual relationship between the S Crest, Sheraton logotype, and the tagline Hotels & Resorts, must be maintained exactly as they appear in the approved artwork and must not be altered or recreated in any 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).

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 Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.

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Brand Logo Colors

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

Sheraton Hotels & Resorts

Black

Grey
PMS 431 C M Y K = = = = 10 00 00 65 R = 102 G = 111 B = 116 C M Y K

Navy Blue
PMS 655 =100 = 65 = 0 = 55 R = G = B = 00 47 98 C M Y K

Royal Blue
PMS 653 = 95 = 40 = 0 = 20 R = 0 G = 107 B = 167

Hex# 003267

Hex# 002F62

Hex# 006BA7

White

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

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

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

Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.

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Improper Logo Usage

The applications below represent unacceptable use of the Sheraton logo.

Do not use the logo in any color except colors specified. If it is a one color application, use the logo knocked out in white.

Do not change the the typefaces of the logo in any way. It must be used in its entirety off of starwoodarchive.com.

Hotels & Resorts

Do not change scale of width or height of logo in any way. The logo should be scaled proportionately. Do not use another font for any element of the logo type, including secondary copy. Do not change the relationship of Sheraton to Hotels & Resorts. The logo must be re-scaled.

Do not recreate a brand bar from the individual brand logos. The proportions used on single brand applications and multibrand applications are different for visual continuity. When using more than one brand, use the approved brand bars available on starwoodarchive.com.

Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.

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Major Colors

Navy Blue
PMS 655 C M Y K =100 = 65 = 0 = 55 R = G = B = 0 47 98

Royal Blue
PMS 653 C M Y K = 95 = 40 = 0 = 20 R = 0 G = 107 B = 167 C M Y K

Steel Blue
PMS 542 = 65 = 30 = 0 = 0 R = 89 G = 152 B = 201

Hex# 002F62

Hex# 006BA7

Hex# 5998C9

Supporting Colors

Warm Grey
PMS Warm Grey 9C C M Y K = 0 = 15 = 20 = 50 R = 149 G = 133 B = 121 C M Y K

Cool Grey
PMS 431 = 10 = 0 = 0 = 65 R = 106 G = 117 B = 124 C M Y K

Green
PMS 336 =100 = 0 = 60 = 45 R = 0 G = 110 B = 92

Hex# 958579

Hex# 6A757C

Hex# 006E5C

Accent Colors

Chartreuse
PMS 390 C M Y K = 30 = 0 = 90 = 0 R = 190 G = 215 B = 71 C M Y K

Red
PMS 1935 = 0 =100 = 70 = 15 R = 208 G = 18 B = 62

Yellow Gold
PMS 1215 C M Y K = 0 R = 255 = 10 G = 227 = 55 B = 138 = 0 Hex# FFE38A C M Y K

Pale Blue
PMS 543 = 40 = 10 = 0 = 0 R = 143 G = 195 B = 234

Hex# BED747

Hex# DO123E

Hex# 8FC3EA

Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.

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Typography
For the complete collateral guidelines, please contact Susan Gordon at 914.640.2672 or email susan.gordon@starwoodhotels.com. The typefaces for Sheraton collateral are Helvetica 25 UltraLight, Helvetica 35 Thin and Helvetica 45 Light, Mrs. Eaves italic and SheratonBold. 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 Ultralight

The 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.

Aabcdefghijklmno pqrstuvwxyz
Display Font 2: Sheraton Bold
The typography style is upper and lowercase, -3 tracking, and at least 4 points larger than the body copy.

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz $12345678910

display font 4: Mrs. Eaves italic
The 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.

abcdefghijklmnopqrstuvwxyz SUBHEAD 2: HELVETICA 35 THIN

The 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 Bold The typography style is upper and lowercase, 5 tracking, and the same size as the body copy. AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz $12345678910 Body Copy: Helvetica 35 Thin The 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

Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.

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Typography
Subhead Pantone 390 Sheraton Bold

EXAMPLE ONE

Headline Pantone 653z Helvetica Neue 25 Ultra-light

Subhead Pantone 390 Sheraton Bold

Subhead Pantone 653 Helvetica Neue 35 Thin

Subhead Style Helvetica Neue 75 Bold

Body Copy Style Helvetica Neue 35 Thin

Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.

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Typography
fdjskfjsk jfksdjdfsk
fmdsjflsdfkdlsfkls klklfkos JSdsjkkJSdkfjf ofio kdlsfo jfka Fjkl jfklsjifofjklsj KL jKJFdiosdo

EXAMPLE TWO

The Sheraton logo drops the Hotels & Resorts tagline when used 1" or smaller

Display Font Mrs. Eaves Italic

This is dummy copy this is dummy copy this is dummy copy this is dummy copy this is dummy copy.
This also 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 is a caption

Subhead Sheraton Bold. Can be used as a headline font for a very long headline.

Display Font Mrs. Eaves, Italic. There is a cap as it is a sentence. This (and proper nouns) are the only time Mrs. Eaves is capped.

page number

Body Copy Helvetica Neue 35 Thin

Body Copy Helvetica Neue 35 Thin

Caption Helvetica Neue 35 Thin

Display Font Mrs. Eaves Italic

Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.

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S Crest Words
The 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 that may be used in forming words with the Sheraton S Crest. It should only appear once on a page. The S Crest must be at least 65% bigger than its corresponding Sheraton logo. The S Crest can never appear on a page without the Sheraton Brand logo.

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 the S Crest Word.

the Sheraton S Crest is

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.

uper
and fantastic
It is preferred that the S Crest word appears in white on a dark background. The S and the Crest must be the same color. The S Crest must be at least 65% larger than the S Crest 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 third letter of the S Crest word, smaller than the Sheraton Bold type.

The Sheraton Brand logo must appear on the page with the S Crest word. It must be at least 65% smaller than the S crest. It is preferred to be in the bottom right corner.

Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.

S Crest Word

EXAMPLE ONE

Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.

S Crest Word

EXAMPLE TWO

Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.

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Logo Applications
Web Use
Pixel 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.

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

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

The black logo logo is used on a light colored photograph.

The knocked out logo is used on a dark colored photograph.

Do not use the color logo on color photography.

Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.

Print Advertising
Logo Usage Guidelines for Advertising
With the launch of the Lets Spend the Night Together advertising campaign, we are introducing an additional Sheraton logo lock-up to be used for advertising and consumer promotion work.

All advertising and promotional advertisements now use the Lets 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.

Something not perfect?

ay
The Sheraton Service Promise
If youre not entirely satisfied, well take care of it. And well make it up to you with an instant discount, points for our rewards program, even money back. And thats a promise.

Just so.

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

Lets 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.

Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.

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

Lets

pend
the night
The Sheraton Service Promise
If youre not entirely satisfied, well take care of it. And well make it up to you with an instant discount, points for our rewards program, even money back. And thats a promise.

together.

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

Lets 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.

Note: Reproduction artwork for both Macintosh and DOS are on starwoodarchive.com. Any questions or concerns on any of the above, please contact Susan Gordon of the Starwood Creative Services Group at 914.640.2672 or email susan.gordon@starwoodhotels.com.