Brand Identity Standards - Tag

Brand Identity Standards 

HILTON I DOUBLETREE | EMBASSY SUITES

eforea is the global spa concept from 

Hilton Worldwide available to Hilton Hotels & 

Resorts, Embassy Suites and DoubleTree by 

Hilton. Hilton, recognized worldwide for warm 

hospitality and best-in-class service has created 

a nurturing, soothing environment to help 

Guests achieve maximum benefit from a tailored 

experience. eforea aspires to help all Guests 

“emerge brighter,” feeling renewed and uplifted. 

TABLE OF CONTENTS 

BRAND IDENTITY 

3 Our Symbol 

3 Our Logo 

4 Clear Space 

4 Minimum Size 

4 The Trademark Symbol 

4 Logo Application 

5 Corporate Colors 

6 Background Colors 

7 Logo Colors 

8 eforea: Upper & Lowercase “E” 

8 Our Typeface: In Print 

9 International Typography 

10 Our Typeface: Online + Presenations 

11 International Typography: Online + Presentations 

IMAGERY 

12 Photography 

LAYOUT EXAMPLES 

14 eforea Collateral Examples 

16 eforea Advertising Examples 

17 Full Page Advertising Specs 

18 Half Page Advertising Specs 

20 eforea e-Blast + Banner Ad Examples 

COPY 

21 The Concept in Copy 

21 Captions 

21 Prices + Time 

MISCELLANEOUS STANDARDS 

22 Email Signatures 

22 Micro Site 

22 Required Collateral 

22 Collateral Usage & Placement 

22 Shuttle Busses 

22 Exterior Signage 

22 Property-Level Standards 

22 Spas In General/Non-Eforea 

CONTACT

OUR SYMBOL 

The eforea butterfly is a graphic symbol that 

speaks to the idea of “emerging brighter.” 

A literal interpretation of a journey that ends 

in transformation. 

OUR LOGO 

The eforea logo is a graphic representation 

of our brand and the values for which it 

stands. It is refined, elegant and tranquil. 

The eforea logo combines our two most 

important visual elements: The logotype and 

the butterfly symbol. 

The tagline “spa at Hilton,” “spa at 

DoubleTree” or “spa at Embassy Suites” 

should always appear beneath the eforea 

logotype as shown. “spa at Hilton” is the 

masterbrand and should be used on any 

brand-level communication. 

The logo elements should not be separated. 

Position, size and color along with spatial 

and proportional relationships of the 

elements have been predetermined and 

should never be altered. Modification of the 

eforea logo will compromise the integrity 

and value of the brand. 

BRAND IDENTITY I 3

MINIMUM WIDTH 1.25” 

CLEAR SPACE 

A “clear space” distance has been derived 

using the width of an “e” from the eforea 

logotype. It is important that the logo doesn’t 

get cropped too closely or encroached upon 

by other logos, graphics or typography. The 

minimum clear space has been established to 

preserve the prominence and clarity of the 

eforea logo. 

MINIMUM SIZE 

This refers to the smallest size at which the 

eforea logo may be reproduced to ensure 

its legibility. Using the width of the eforea 

logotype, the minimum reproduction size 

is 1.25 inches (measured from the outside 

left edge of the “e” to the outside right edge 

of the “a”). When space limitations dictate 

the use of a reproduction size smaller than 

the recommended minimum, approval of the 

specific application should be sought from 

the eforea Brand Team. 

THE TRADEMARK SYMBOL 

LOGO APPLICATION 

In eforea communications, the eforea logo 

should not appear with partner or hotel logos; 

location should always be treated in type. In a 

hotel or hotel brand communication, the 

eforea logo may be used if detailing the 

“reasons to choose” a hotel brand or property. 

Logo elements must never be broken apart 

and used individually, elements altered or 

proportions adjusted except as detailed below. 

In communications, the butterfly icon should 

not be used apart from the logo except as 

detailed below. It is not appropriate to use the 

butterfly as a bullet or to hold a page number 

or price, for example. The colors of the 

butterfly can not be changed. 

The butterfly icon may only be used on Team 

Member uniforms and retail tissue paper. Any 

other uses require written approval by Global 

Spa Brands. 

eforea assets should not be used as design 

elements for other hotel communication 

vehicles, i.e. internal newsletters. 

As a legal component of the eforea logo, 

the trademark symbol must be present to 

protect our identity. The “TM” sits to the right 

of the eforea logotype in line with the “x” height 

as shown. 

BRAND IDENTITY I 4

PRIMARY COLORS 

CORPORATE COLORS 

Color provides a strong visual link to 

our brand across a wide range 

of applications. 

DARK BLUE 

100C 55M 0Y 55K 

R0 G55 B103 

HEX# 003767 

PANTONE 540 

LIGHT BLUE 

41C 2M 0Y 0K 

R140 G210 B244 

HEX# 8cd2f4 

PANTONE 2905 

GRAY 

11C 1M 0Y 64K 

R106 G115 B123 

HEX# 6a737b 

PANTONE 431 

MEDIUM BLUE 

100C 30M 0Y 20K 

R0 G101 B162 

HEX# 0065a2 

PANTONE 3015 

WHITE 

The primary colors serve as our brand 

corporate colors for all print, environmental 

and online applications. The “Dark Blue” and 

“Light Blue” colors are taken directly from the 

eforea logo and are intended to complement 

the logo and brand photography. 

Gray is our preferred color for text and, 

where possible, should be printed as a 

special color to maintain consistency and 

optimum readability. 

Medium Blue is our chosen spot color for 

the mono eforea logo and this color can 

be used in any situation where one color 

printing is applicable. 

White is a major component of the clean, 

uncluttered design aesthetic that has been 

established for eforea. It is important to 

utilize white space to allowing the eforea 

logo, photography, text and any supporting 

graphics to “breathe.” 

White can also be used to reverse text out 

of imagery or solid colors. 

BRAND IDENTITY I 5

BACKGROUND COLORS 

PREFERRED BACKGROUND 

BRAND-LEVEL COMMUNICATIONS ONLY 

The eforea logo must always appear 

clearly and legibly on any background. 

The preferred background color for the eforea 

logo is white and should be used wherever 

possible. The Hilton brand reserves the right 

to review all uses of the eforea logo on a 

background other than white. When used for 

signage, the logo must always appear on a 

white background. 

The corporate “Dark Blue” or “Marble” 

backgrounds are reserved for brand-level 

communications or template collateral 

executions only. 

It is acceptable for the eforea logo to appear 

on a light colored background (in print 

executions only) as long as sufficient contrast 

is provided and the logo is not obscured or 

illegible. 

BRAND-LEVEL COMMUNICATIONS ONLY 

PRINT EXECUTIONS ONLY 

BRAND IDENTITY I 6

LOGO COLORS 

In print, the preferred color option for the 

eforea logo is CMYK. 

CMYK 

In situations where this process is not 

available you may utilize grayscale and spot 

color versions of the logo. 

The spot and grayscale logos have been 

created individually, using different blends 

than the CMYK version to preserve the 

transparent nature of the butterfly icon 

and avoid any loss of definition between 

its segments. 

MONO (PANTONE 3015 C) 

Do not convert the CMYK version of the 

eforea logo to spot color or grayscale, 

please use the EPS vector versions supplied 

with this guide. You can also contact the 

eforea Brand Team to obtain the correct logo 

for your application. 

RGB versions of all eforea logos are available 

in JPG format for use online and in PowerPoint 

or other multimedia presentations. 

GRAYSCALE 

BRAND IDENTITY I 7

GOTHAM LIGHT 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 

1234567890 

GOTHAM MEDIUM 



1234567890 

ADOBE GARAMOND PRO BOOK 



1234567890 

ADOBE GARAMOND PRO ITALIC 



1234567890 

EFOREA: UPPER & LOWER CASE “E” 

When eforea appears in a heading or in the 

body of text it should always have a lower 

case “e” as in “eforea.” 

It is acceptable for eforea to appear totally 

capitalized if it is part of a title or sentence 

where the surrounding text is also capitalized. 

OUR TYPEFACE: IN PRINT 

The primary font family for eforea is Gotham. 

Gotham is a clean, simple sans serif font 

to be used for everything from text to 

headlines. It is available in various weights, 

the most commonly used are Light and Medium. 

The aim when designing eforea collateral 

is to remain tasteful, refined and sophisticated. 

Type should never overwhelm the layout 

by appearing too large, overbearing or 

crowded. There are no hard and fast rules in 

terms of case, leading, size and weight of type, 

please use your best judgment to stay faithful 

to the elegant design aesthetic of eforea. 

Our secondary font family is Adobe 

Garamond Pro. This serif font can be used to 

complement the primary font, though it 

shouldn’t be used for headings. In a large body 

of text it works well to create contrast by using 

Garamond for sections such as introductory 

paragraphs, quotes or captions. 

BRAND IDENTITY I 8

LANGUAGE PRIMARY FONT SECONDARY FONT 

Arabic GE SS UltraLight GE Dinar Two 

Bulgarian InterFace Corporate Thin/Bold Garamond MT – Reg/Bold 

INTERNATIONAL TYPOGRAPHY: PRINT 

For languages where Gotham and Garamond 

font families are not available, the font 

selections listed here should be used. 

Chinese (simplified) DF Hei HK-W3/W7 DF Fang Song 

English Gotham Light/Medium Adobe Garamond Pro 

French Gotham Light/Medium Adobe Garamond Pro 

German Gotham Light/Medium Adobe Garamond Pro 

Greek InterFace Corporate Thin/Bold Garamond Dual Greek MT-Reg/Bold 

Italian Gotham Light/Medium Adobe Garamond Pro 

Japanese Hiragino Kaku Gothic Pro W3/W6 Meiryo v.6.01 or Kozuka Gothic Pro 

Korean Sandoll Gothic Helvetica Neue Light 

Norwegian Gotham Light/Medium Adobe Garamond Pro 

Polish InterFace Corporate Thin/Bold Adobe Garamond Pro 

Romanian InterFace Corporate Thin/Bold Adobe Garamond Pro 

Russian InterFace Corporate Thin/Bold Garamond MT – Reg/Bold 

Slovak InterFace Corporate Thin/Bold Adobe Garamond Pro 

Spanish Gotham Light/Medium Adobe Garamond Pro 

Swahili Gotham Light/Medium Adobe Garamond Pro 

Thai Freesia UPC Cordia New Complete 

Turkish Gotham Light/Medium Adobe Garamond Pro 

BRAND IDENTITY I 9

ARIAL REGULAR 



1234567890 

ARIAL BOLD 



1234567890 

TIMES REGULAR 



1234567890 

TIMES ITALIC 



1234567890 

OUR TYPEFACE: ONLINE + PRESENTATIONS 

In a situation where Gotham and Garamond 

font families are not available, the following 

fonts can be used in their place. 

Arial should be used in place of Gotham for 

all text applications. If it is available, the font 

Calibri may be used as an alternative. 

Times should be used in place of Garamond 

as a secondary font only. In text heavy 

situations, it works well to create some 

contrast by using Times for certain sections 

of text such as introductory paragraphs, 

quotes or captions. 

The aim when designing eforea 

presentations of any kind is to remain 

tasteful, refined and sophisticated. 

There are no hard and fast rules in terms 

of case, leading, size and weight of type, 

please use your best judgment to stay 

faithful to the elegant design aesthetic 

of eforea. 

CALIBRI 

BRAND IDENTITY I 10

LANGUAGE PRIMARY FONT SECONDARY FONT 

Arabic Tanseek Modern Regular Boutros MB Medium 

Bulgarian Arial (or Calibri if unavailable) Times 

Chinese (simplified) SimHei Microsoft YaHei 

INTERNATIONAL TYPOGRAPHY: 

ONLINE + PRESENTATIONS 

Alternate font selections listed here may be 

used in cases where Arial, Calibri, and Times 

are not available. 

English Arial (or Calibri if unavailable) Times 

French Arial (or Calibri if unavailable) Times 

German Arial (or Calibri if unavailable) Times 

Greek Arial (or Calibri if unavailable) Times 

Italian Arial (or Calibri if unavailable) Times 

Japanese MS Gothic Meiryo Version 6.01 

Korean Dotum Malgun Gothic Version 6.1 

Norwegian Arial (or Calibri if unavailable) Times 

Polish Arial (or Calibri if unavailable) Times 

Romanian Arial (or Calibri if unavailable) Times 

Russian Arial (or Calibri if unavailable) Times 

Slovak Arial (or Calibri if unavailable) Times 

Spanish Arial (or Calibri if unavailable) Times 

Swahili Arial (or Calibri if unavailable) Times 

Thai Freesia UPC Cordia New Complete 

Turkish Arial (or Calibri if unavailable) Times 

BRAND IDENTITY I 11

PHOTOGRAPHY 

The eforea concept represents excellence, 

sophistication, luxury and technology. 

It is soothing, uplifting, aspirational and 

attainable. There is warmth and human 

character. The brand is refined and elegant, 

masculine and feminine. 

eforea has a series of photographs that are 

available for use across all media. Shot in 

iconic black and white style, they perfectly 

reflect the alluring and inspirational brand 

image of eforea. 

Facility photography should comply with 

the appropriate brand guidelines (Hilton 

Hotels & Resorts, DoubleTree by Hilton or 

Embassy Suites). 

IMAGERY I 12

IMAGERY I 13

EFOREA COLLATERAL EXAMPLES 

All eforea collateral and advertising MUST be 

created within HiltonART, DOT or MORE. 

Ads/other communications that contain 

location listings must include full and proper 

hotel names. Abbreviations or shorthand 

versions are not acceptable. 

Tone of voice should always comply with 

Hilton Writing & Grammar Guide. 

LAYOUT EXAMPLES I 14

EFOREA COLLATERAL EXAMPLES 


EFOREA ADVERTISING EXAMPLES 

A NEW JOURNEY BEGINS. SHORT HILLS. 

OPENING 31 JUNE 2010. 123.456.7890 INQUIRIES AND RESERVATIONS. 

eforeaspa.com 

EMERGING AT HILTON ON THE PARK MELBOURNE. 

+61.3.9419.2000 INQUIRIES AND RESERVATIONS. 

192 WELLINGTON PARADE, MELBOURNE, AUSTRALIA, 3002. 

eforeaspa.com 

TRANSFORMATIVE EXPERIENCES 

FOR BODY AND MIND 

SEVEN DAYS 08:00-21:00. 123.456.7890 

INQUIRIES AND RESERVATIONS. 

eforeaspa.com 

TRANSFORMATIVE EXPERIENCES FOR BODY AND MIND. 


eforeaspa.com 



eforeaspa.com 

FULL PAGE ADVERTISING SPECS 

Single page: 8in (w) x 10.875in (h) 

LOGO 

eforea_Logo_Master_CMYK_FIN.eps 

Size: 34.7% (2 in x 1.2 in) 

Placement: 0.79in from right trim, 2.87in 

from bottom trim. 

0.79 in 

2.87 in 


ALTERNATE LAYOUT: 

Shot_02_044_72dpi.jpg 

Scaled at 90% 

COPY (Limit copy to 4 lines total) 

First Line 

Font: Gotham Book, all caps 

Size: 11 pt Tracking: 20 

Color: 100% White 

Second Line 


Size: 8 pt Leading: 12.5 Tracking: 60 

Color: M100 and 100% White 

Third Line (web tag) 

Font: Gotham Book, all lower case 

Size: 8 pt Leading: 12 Tracking: 60 


Placement: 0.79in from left trim, 0.51in from 

bottom trim. 

PHOTOGRAPHY 


Scaled at 103% 



eforeaspa.com 

0.51 in 

0.79 in 




eforeaspa.com 

HALF PAGE ADVERTISING SPECS 

Horizontal Half Page: 8.25 in (w) x 5.5 in (h) 

LOGO 


Size: 31.6% (1.81in x 1.14in) 

Placement: 0.98in from right trim, 1.81in from 

bottom trim. 

0.31 in 



eforeaspa.com 

0.43 in 

0.98 in 

1.85 in 

COPY (Limit copy to 4 lines total) 

First Line 


Size: 11 pt Tracking: 20 


Second Line 


Size: 7.5 pt Leading: 12 Tracking: 60 


Third Line (web tag) 


Size: 7.5 pt Leading: 11.5 Tracking: 60 


Placement: 0.31in from left trim, 

0.43in from bottom trim. 



Scaled at 59% 

PHOTOGRAPHY 


Scaled at 60% 


HALF PAGE ADVERTISING SPECS 

X 

Vertical Half Page: 2.75 in (w) x 11 in (h) 

LOGO 

Y 

X 

Y 


Size: 33% (1.89in x 1.14in) 

Placement: centered horizontally, centered 

from top trim to top of image. 

COPY (Limit copy to 4 lines) 

First 2 Lines 




Third Line 


Size: 8 pt Leading: 12.5 Tracking: 60 


Fourth Line 




Fifth Line (web tag) 




Placement: centered horizontally, 0.31in from 

bottom trim. 

PHOTOGRAPHY 

A NEW JOURNEY BEGINS. 

SHORT HILLS. 


Scaled at 76% 

0.31 in 

OPENING 31 JUNE 2010. 123.456.7890 


eforeaspa.com 


SHORT HILLS. 

OPENING 31 JUNE 2010. 123.456.7890 


eforeaspa.com 



Scaled at 64% 


EFOREA E-BLAST + BANNER AD EXAMPLES 

10.21.10 

Something big is 

coming your way. 

10.21.10 

SOMETHING BIG IS COMING YOUR WAY. 

A WHOLE NEW JOURNEY BY 


SHORT HILLS. 

OPENING 31 JUNE 2010. 


THE CONCEPT IN COPY CAPTIONS PRICES + TIME 

First mention must be the full name “eforea: 

spa at Hilton,” “eforea: spa at DoubleTree” or 

“eforea: spa at Embassy Suites.” Subsequent 

mentions may be “eforea.” First mentions 

include the headline of an ad or heading of a 

section of copy. In email communications, the 

full name should appear in the subject line 

AND in the first mention in the body of the 

email. On websites other than eforeaspa.com, 

the first mention on each page should contain 

the full name. 

eforea: spa at Hilton and subsequent eforea 

mentions are always used with the “eforea,” 

“spa” and “at” appearing with lowercase 

letters. EXCEPTION: When eforea information 

appears in a communication such as the Guest 

Services Directory or hiltontohome.com in 

which the style guidelines for the larger 

communication dictate the headers are in all 

caps, it is permissible for eforea: spa at Hilton 

to appear in all caps. 

Avoid making eforea or Hilton possessive, i.e. 

“the design aesthetic of eforea” is acceptable, 

“eforea’s design aesthetic” is not. 

It is never appropriate to indicate the location 

of an eforea by attaching the property name 

to the eforea name, i.e. “eforea: spa at Hilton 

Short Hills” is not appropriate. Options include 

listing the location at the bottom of a 

communication including hotel name and 

address, in sentence form (assumes second 

mention): “eforea is located on the lobby level 

of Hilton Short Hills”. 

Captions on photos of spa facilities in hotel 

brand communications should indicate hotel 

name and location only and follow the hotel 

brand guidelines for typeface and placement. 

Captions on photos of spa facilities in eforea 

development communications should indicate 

area of spa, hotel name and location, i.e. 

“Transition Lounge, Hilton Short Hills, NJ” 

(eforea is understood due to context. If the 

specific location within the spa in immaterial, it 

may be omitted but should be consistent 

within the piece.) If the photo appears on a 

page or in a section dedicated to a section of 

the spa, the section designation is not 

necessary. Type should follow eforea 

guidelines and appear in bottom right. 

Captions on photos of spa facilities in 

property-specific hotel communications 

should indicate area and eforea: spa at Hilton, 

i.e. “Transition Lounge, eforea: spa at Hilton” 

It is never appropriate to indicate the location 

of an eforea by attaching the property name 

to the eforea name, i.e. “eforea: spa at Hilton 

Short Hills” is not appropriate. Options include 

listing the location at the bottom of a 

communication including hotel name and 

address, in sentence form (assumes second 

mention): “eforea is located on the lobby level 

of Hilton Short Hills”. 

Prices should be listed without a currency 

symbol and without “.00”, left justified. 

Treatment lengths are always indicated in 

“xx min”. 

COPY I 21

EMAIL SIGNATURES 

In accordance with brand guidelines, 

Team Member email signatures should not 

contain banner ads. A Team Member could 

include eforea: spa at Hilton in his/her title, 

if appropriate, but their location and address 

information should be that of the hotel and 

consistent with all other hotel Team Members. 

(i.e. Debbie Gibson; Director, eforea: spa 

at Hilton) 

MICROSITE 

It is not permissible to have an eforea microsite, 

therefore eforea should never appear in a URL 

except for the brand URL: www.eforeaspa.com. 

PR AND SOCIAL MEDIA 

Public relations and social media guidelines 

and the Hilton Writing & Grammar Guide, 

which includes a section dedicated to eforea, 

are available via HiltonART. Note that all press 

releases should be approved through 

HiltonART prior to distribution. 

REQUIRED COLLATERAL 

All eforea locations are required to have the 

following collateral pieces: 

• eforea treatment menu 

• eforea spa price list 

• eforea gift card/folding paper card 

• eforea business card 

• eforea appointment card 

• eforea prescription pad 

• eforea thank you card and envelope 

• eforea e-blast 

• eforea referral card 

For ordering information, please visit 

HiltonART, DOT or MORE. 

COLLATERAL USAGE AND PLACEMENT 

In accordance with brand standards, one spa 

menu and pricing insert may be placed in the 

room as follows: one spa menu and pricing 

sheet may placed in each guestroom. 

It is not acceptable to place other eforea 

collateral within the guestrooms. eforea 

materials may also appear in other places on 

property, such as fitness center, concierge 

desk, Executive Lounge, etc. 

SHUTTLE BUSSES 

It is not permissible to include eforea on the 

exterior of hotel shuttle busses; it is 

permissible to have spa menus available on 

board a shuttle bus, provided there is an 

attractive display/holder. 

EXTERIOR SIGNAGE 

The eforea logo may appear on 

hotel exterior signage with 

express written approval and 

design guidance. Please refer to 

eforea A&C guidelines. 

PROPERTY-LEVEL STANDARDS 

Location must be communicated in type, 

never through logo or addition to the name. 

SPAS IN GENERAL/NON-EFOREA 

“spa at Hilton” is a critical part of the eforea 

naming. Non-eforea spas may not be named 

“Spa at Hilton” or “Spa at Hilton Sandton” for 

example. It is expected that other branded spa 

options should follow the brand guidelines of 

the franchisor. 

MISCELLANEOUS STANDARDS I 22

For eforea brand inquiries please contact: 

Tyra Lowman 

Senior Director Global Spa 

Full Service and Luxury Brands 

Hilton Worldwide 

+1 703 883 5222 

tyra.lowman@hilton.com 

Bonnie Campagnuolo 

Senior Director 

Global Brand Marketing 

+1 703 883 5251 

bonnie.campagnuolo@hilton.com 

Christy Cain 

Director 

Global Brand Advertising, Graphics & Identity 

+1 703 883 5485 

christina.cain@hilton.com

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