logo and design guidelines effective July 2011
This logo and design guideline is to be referenced and followed when creating marketing and advertising materials for Howard Johnson. For questions about this guide, or for materials, please contact the Operations Support Desk at 1-800-221-6770. Materials are also be available on MyPortal. table of contents logo overview.... 2 logo history.... 2 logo clear space requirements.... 3 logo minimum size requirements.... 3 logo colors.... 4 acceptable logo color variations.... 5 acceptable logo use on backgrounds.... 7 logo usage.... 8 exterior signage/tiered logo options.... 10 brand campaign section typefaces.... 11 color palette.... 11 upper and lower case font usage.... 12 advertising copy points.... 12 tagline usage.... 13 hojo usage.... 13 graphic dot usage.... 14 additional logos.... 15 outdoor billboards.... 16 d.o.t. highway signage.... 17 van graphics.... 18 letterhead, business cards and envelopes.... 19 rack cards.... 20 ad designs.... 21 on-property collateral.... 22 photography standards.... 23 interior and exterior signage standards.... 25 1
logo overview The Howard Johnson logo communicates the personality, promise and vision of the company. The components of the logo are comprised of the roof arch graphic and the Howard Johnson signature typeface. When used on consumer-facing advertising or marketing materials, the logo should always be used in its complete form. The signature can appear alone, however the roof arch graphic cannot. roof arch graphic signature typeface logo history The brand was named for its founder, Howard Johnson. HoJo became a common nickname for the brand in the US, and ultimately around the world. Sun rays (signifying energy and bright future); teal blue color reminiscent of traditional Howard Johnson s logo Orange roofline reminiscent of traditional Howard Johnson s orange roof and logo colors Stylized globe (signifying international brand presence) 2
clear space requirements Clear space and minimum size requirements are rules that help ensure the clear visibility and legibility of a logo in all applications. These guides prevent the logo from being crowded by other graphics or appearing in sizes too small to be legible. X X X X minimum size requirements The Howard Johnson logo should not be used smaller than the measurements below for maximum legibility in print and online applications. Minimum width for printed materials 1 Minimum width for electronic and online formats 300 pixels 3
logo colors The following color breakdown is to be used when reproducing the Howard Johnson logo in print. (coated or uncoated stock) full color: cymk and pantone spot color pantone 021 orange c/ 0 m/ 65 y/ 83 k/ 0 PANTONE 021 pantone 287 blue c/ 100 m/ 69 y/ 0 k/ 11 PANTONE 287 pantone 315 dark teal c/ 100 m/ 0 y/ 15 k/ 47 PANTONE 315 pantone 2985 teal c/ 72 m/ 0 y/ 0 k/ 0 PANTONE 2985 4
acceptable logo color variations one color logo flat pantone 287 blue pantone 021 orange two color logo flat pantone 287 blue pantone 021 orange reversed logo pantone 021 orange (please refer to pantone color breakdown on the previous page for other colors) 5
acceptable logo color variations black and white logo flat grayscale logo reverse logo 6
acceptable logo usage on backgrounds When printing the Howard Johnson logo on backgrounds, always make sure the logo stands out clearly. Do not let the background detract from the logo. on white background on light color background Please note that there should always be a white background behind the window arch when reproducing the logo on a colored background. use the reversed version of the logo as shown when reproducing on an orange background 7
logo usage logo lockup usage When using the Howard Johnson logo, the Howard Johnson roof arch cannot be used alone. However, the Howard Johnson type can be used by itself as a graphic element. correct incorrect Do not change the proportion of the roof arch to the Howard Johnson type, as shown below. incorrect proportions Do not change the line below the logo from a straight line into a curvy line. 8
logo usage incorrect logo usage on backgrounds When printing the Howard Johnson logo on backgrounds, always make sure the logo stands out clearly. Do not let the background detract from the logo. do not use the Howard Johnson logo on backgrounds with clashing colors do not use the Howard Johnson logo on backgrounds with busy, distracting details do not use the Howard Johnson logo with heavy or distracting drop shadow effects 9
permanent exterior signage/tiered logos Logo artwork has been created for each of the Howard Johnson product tiers. This logo is to be used on property exterior signage only. A property may use only the correct logo for its product tier, as stated in the franchisee agreement. PANTONE 215 The Plaza Hotel logo is to be used by Plaza Hotel properties on permanent and/or exterior signage only. The tiered logo is not used on marketing communication materials, such as advertising, sales literature, direct mail, property collateral or stationery. PANTONE Rubine Red The Express Inn logo is to be used by Express Inn properties on permanent and/or exterior signage only. The tiered logo is not used on marketing communication materials, such as advertising, sales literature, direct mail, property collateral or stationery. PANTONE 172 The Inn logo is to be used by Inn properties on permanent and/or exterior signage only. The tiered logo is not used on marketing communication materials, such as advertising, sales literature, direct mail, property collateral or stationery. PANTONE 185 The Hotel logo is to be used by Hotel properties on permanent and/or exterior signage only. The tiered logo is not used on marketing communication materials, such as advertising, sales literature, direct mail, property collateral or stationery. The font used used in the tier designations is Alexon. 10
brand campaign section This section outlines elements used in the current Howard Johnson go happy. go hojo. campaign. This campaign highlights the brands commitment to happy in all forms in an effort make the brand relevant to guests of all ages while creating an atmosphere of ongoing guest delight that consistently exceeds expectations. Howard Johnson typefaces The Gotham Rounded typeface is used in all Howard Johnson consumer marketing communications. When Gotham Rounded is unavailable, such as for online or corresponding applications, the typeface Arial Rounded MT Bold is used. Gotham Rounded can be purchased from online type sources, including Hoefler & Frere-Jones at www.typography.com. main body copy Gotham Rounded Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 main headline copy Gotham Rounded Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 alternate uses Gotham Rounded Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 color palette The two main Howard Johnson colors to be used on advertising collateral and marketing materials are the following orange and teal colors: pantone 021U orange c/ 0 m/ 65 y/ 83 k/ 0 pantone 298C teal c/ 72 m/ 6 y/ 4 k/ 0 11
brand campaign section Howard Johnson correct upper case and lower case font usage On consumer-facing advertising materials, be aware of the usage of upper and lower case fonts. Headlines on advertising materials should always be set in lower case. Body copy is always set in upper and lower case letters. You may refer to your property as hojo in lower case letters where applicable. example: come join howard johnson anaheim for free ice cream this saturday! Thank you for 10 years of business in the community! Come join us from 4pm to 6pm this Saturday at Howard Johnson Anaheim to enjoy free ice cream. headline is always lower case body copy is always upper and lower case If you are going to use lower case letters in an advertisement, just keep it consistent. However if you use a proper name, such as Harlem Globetrotters you may keep it all lower case in the headline, yet use upper and lower case letters in the body copy. advertising copy points or headlines The following is a list of copy points that can be used for headlines and/or body copy points. saving money makes you happy! comfy beds makes you happy! come in and be happy! 12
brand campaign section Howard Johnson tagline usage The go happy. go hojo. campaign message should be used separately from the Howard Johnson logo. It should be used as a stand-alone item on consumer-facing marketing materials. The letters are always lower-cased. A registration mark should always be used on the first usage of the tagline on a page. The tagline is always typeset in Gotham Rounded bold. go happy. go hojo. hojo usage The following examples illustrate the correct and incorrect usage of the word hojo. Rules: 1. hojo should always be one word, not two 2. don t use a hyphen 3. don t use a space between ho and jo. correct usage hojo HoJo HOJO incorrect usage Hojo Ho-Jo ho-jo Ho jo Ho Jo howard johnson usage When referring to a Howard Johnson property, it is never possessive or plural. Please see examples below for the correct usage of listing a Howard Johnson property. correct usage Howard Johnson Anaheim incorrect usage Howard Johnson s Anaheim Howard Johnsons Anaheim 13
brand campaign section Howard Johnson graphic dot usage The happy dot pattern consisting of orange and teal dots (see color breakdown on page 9) can be used as a border or graphic treatment on advertising materials and on-property collateral. It can be used either horizontally (as shown) or vertically. Refer to MyPortal for design elements. These supporting graphic elements are to be used sparingly as a secondary design element, not as the main graphic. The happy dot pattern can be used as a border at either the top, the bottom, or the side of the page. When using the dot pattern, please make every effort not to clip the dots in half. CORRECT usage of dots on a border. Note that dots are NOT cut in half. DO NOT run the graphic dot pattern around all sides of an ad. Only put the dots on one side. INCORRECT usage of dots. DO NOT clip the dots in half as shown. 14
additional logos wyndham rewards logo The Wyndham Rewards logo is used whenever the Wyndham Rewards program is referenced. It is printed in Pantone 285 Blue and Pantone Cool Grey 9. (Please see Wyndham Rewards Logo Guidelines available from MyPortal for complete usage details.) High resolution logo artwork is available on MyPortal. rise & dine breakfast logo The Rise & Dine logo is used on all consumer-faced signage and marketing materials that relate to the Howard Johnson on-property complimentary breakfast. It is printed in full color. 15
outdoor billboards Howard Johnson outdoor billboard designs utilize an orange background, white reverse type, and the signature happy dots for visible branding. Outdoor billboard designs are available to be ordered through www.markethojo.com. Directional billboards can be customized for your property and delivered to the media of your choice. happiness right around the corner. go right on Richardson. go happy. go hojo. go happy. go hojo. go right on Richardson. go happy. go hojo. at $59.99 a night. exit 47. right on Harris. 16
d.o.t. highway signage Howard Johnson d.o.t. highway signage always uses the Howard Johnson non-tiered logo. The Howard Johnson logo must be prominently featured in the center of the allotted space on all d.o.t. signage.* Do not use any messages set in the Gotham font on d.o.t. signage. The logo may be reproduced on either a white background or on the pantone 021 orange background. LODGING EXIT 123 *Please note some state d.o.ts mandate different colors for backgrounds. In such cases, a variance of the background color will be permitted. 17
van graphics Vehicles act as mobile advertisement for the Howard Johnson brand. The following example provides guidelines for the correct usage of the Howard Johnson graphics on a van. 1-800-446-4656 hojo.com You may add your property info here. hojo logo happy dot graphic (All information should be typeset in Gotham font.) phone number & url hojo logo 1-800-446-4656 hojo.com hojo logo phone number & url 18
letterhead, business cards, and envelopes Howard Johnson letterhead, business cards and envelopes must always utilize the licensed Howard Johnson logo. The logo is positioned in the upper left-hand corner. All letterhead, envelopes, and business cards should be personalized with the property s address, phone number and pertinent contact information. All stationery items can be ordered from a variety of vendors, including www.markethojo.com or hojostore.com. letterhead 8.5 x11 2 color personalized envelope 9.5 x 4.125 2 color personalized 123 Your Street Your Town, ST 12345 hojo.com 1-800-I-GO-HOJO 123 Your street Your town, ST 12345 P: (123) 456-7890 F: (123) 456-7890 yourname@email.com happiness is my business. Your Name Your Title business cards 3.5 x 2 full color personalized 123 Your Street Your Town, ST 12345 Phone: (123) 456-7890 Fax: (123) 456-7890 email: youremail@yourhotel.com 19
rack cards Howard Johnson rack cards can be ordered from www.markethojo.com. The rack card is designed to include property specific information, address, map, services, area attractions, and property photos. All rack cards can be ordered from a variety of vendors, including www.markethojo.com or hojostore.com. custom rack card 4 x 9 full color personalized your hotel name turn your stay into extraordinary rewards! free high speed internet free Rise & Dine breakfast earn extra Wyndham Rewards points! Your amenities here. go happy. go hojo. Your property info here. your street address your town city, state 00000 000-000-0000 go happy. go hojo. 20
ad designs Howard Johnson ad templates are available from www.markethojo.com. These are standard advertisements customized with your property s information, amenities and photographs. go happy. go hojo. Your property amenities and info here. amenities that make you happy! free Rise & Dine breakfast * free high speed internet ability to earn extra Wyndham Rewards points! amenity here amenity here amenity here hojo.com 1 800 I GO HOJO your address your city, state 00000 000-000-0000 We proudly welcome Wyndham Rewards members. wyndhamrewards.com *Rise & Dine Breakfast available at most locations. All Howard Johnson Hotels are independently owned and operated. 2011 Howard Johnson International, Inc. All Rights Reserved. 21
on-property collateral Howard Johnson provides a variety of on-property collateral materials, including keycards, keycard holders, do not disturb door hangers, notepads, comment cards, EarthSmart bedcards, and forget something? cards. All of these materials and more can be ordered from either www.markethojo.com or hojostore.com. Amenities that make you happy! free high speed internet* free Rise & Dine breakfast* ability to earn extra Wyndham Rewards points! go happy. SM go hojo. *At participating properties. happy now. please do not disturb. happy now. please do not disturb. favor de no molestar. favor de no molestar. 123 Your Street Your Town, ST 12345 Phone: (123) 456-7890 Fax: (123) 456-7890 email: youremail@yourhotel.com by go happy. go hojo. go green. Please see reverse for ways you can go green! 22
photography standards Howard Johnson s approved photography vendor is VRX Studios and through your DOS, we are happy to help you coordinate any photo needs you may have. These property images are for placement on hojo.com as well as other supported distribution channels and media. It is important to the brand to have high quality, updated photographs on our website to attract consumers. All photos must be taken by VRX so we can be assured that we will maintain a consistent quality look and feel. VRX Studios Pricing The cost for a full shoot is $1,375. If you only need a few shots because of a renovation, the cost of a partial re-shoot is $400 plus $100 per location.* In certain circumstances, a waiver may be granted however you must contract a professional photographer with architectural experience. The photographer s portfolio must be approved by the brand prior to the shoot. The photographer must also agree to sign a photography release agreement providing Howard Johnson the sole rights to all the photographs. Per our brand standard, the photos taken must meet the standards specified below. The following photos are needed to comply with this standard: 2 standard rooms 1 lobby/front desk 1 bathroom 1 exterior 1 breakfast area if offered by the property 1 swimming pool if offered by the property 1 exercise facility if offered by the property 1 meeting room if offered by the property 1 restaurant if offered by the property Guidelines: No people in the photos No toilet seat in the bathroom shot (must show the vanity, but can include the shower) Photos must show depth of space (i.e. a room shot should not focus on the bed, but the whole room) Televisions must be off No vertical photos No panoramic photos No night photos No photos showing weather elements (e.g. snow, puddles, etc.) unless appropriate to destination No photos showing any items that are not normally included with the room (e.g. flowers, breakfast tray, laptop, etc.) 23
photography standards Post-Production Image Resolution The photos must meet minimum specifications, such as being shot for 8x10 inch size, 150-300DPI digital images and converted and delivered at 72DPI in JPEG or BMP file format without password or other protection. Sizing Specifications 125 x 95 (Web Thumbnail) 338 x 257 (Web) 902 x 600 (High Resolution- Print ready) Please contact your Director, Operations and Support with a written request and approval to schedule a photo shoot with VRX Studios. *Pricing subject to change. 24
interior and exterior signage standards For questions about interior signage standards, please contact either: American Image Jackie Goetschius 45 West Broad St. Bergenfield, NJ 07621 phone: (800) 385-9223 x801 fax: (201) 384-5185 email: Jackieg@ahsign.com website: www.ahsign.com or Graphic Systems Daina Edmonon-Bailey dbailey@gsi-graphics.com (316) 267-4171 For questions about exterior signage standards, please contact: Hotel Integration Team at 866-446-8357 All logo guidelines previously addressed in this document should be followed for exterior signage. 25