Courtyard Brand voice graphic identity standards

Courtyard Brand voice 

graphic identity standards

1.0 Brand Voice & Strategy 

1.0 Brand Positioning 

2.0 Visual Identity 

2.1 Logo 

2.2 Color Palette 

2.3 Typography 

2.4 Visual System 

2.5 Photography 

3.0 Verbal Identity 

3.1 Verbal Style 

3.2 Short Form 

3.3 Long Form 

3.4 The Tangibles 

Print Standards 

4.0 Stationery 

5.0 On–property Materials 

6.0 Print Collateral 

7.0 Advertising 

8.0 Direct Mail 

9.0 Out of Home Advertising 

contents

Brand Voice Strategy 1.0 

The Courtyard by Marriott® brand identity standards are the source for 

all information required to support the strategy and positioning of the 

brand in both its visual and verbal presentation. 

Every touch point is a chance to create an impression in the guest’s 

mind about what Courtyard represents. The standards are a tool 

to support the brand strategy. They help ensure that every guest 

experiences Courtyard as a distinctive brand. 

Brand Voice Strategy 

1.1 What Is Brand Voice? 

1.2 Business Travel Redefined 

1.3 The Target Guest: The Optimistic Achiever 

1.4 Brand Principles 

1.5 The Tangibles

Courtyard Brand Identity Standards 

Contents | Brand Voice Strategy | What Is Brand Voice? 1.1 

What Is Brand Voice? 

Brand Voice is more than just the company logo or 

tagline. It’s the Courtyard personality. The soul of the 

brand. The message communicated to guests. What 

Courtyard promises to deliver and how it is delivered. 

And it’s in everything Courtyard does — the visual 

and verbal expression of the brand’s unique position. 

What Courtyard stands for, what it strives to do for 

every customer. 

It’s in the tangibles, the products and services. The 

physical evidence that the brand fulfills its promise to 

guests. Proof that Courtyard offers the amenities that 

help guests make the most of their time on the road. 

And it’s in the intangibles as well. How Courtyard does 

what it does. How it humanizes itself. It’s a distinctive 

personality, giving the consumer an experience that 

communicates something larger about the brand and its 

values. It’s the attitude. The vibe. It’s the way Courtyard 

operates, creating a deeper bond with the consumer and 

earning a little extra credit in the marketplace. 

To build a successful Brand Voice, each property must 

excel at both the tangible and the intangible. Courtyard 

must speak and behave in the same style and manner at 

each point of contact. The more consistently the voice 

is communicated, the more consumers will be able to 

identify what makes the Courtyard brand different and 

better. And the stronger the Brand Voice will become.


Contents | Brand Voice Strategy | Business Travel Redefined 1.2 

Business Travel Redefined 

It’s a category Courtyard knows well. After all, Courtyard 

invented the hotel for business travelers, designed and 

conceived by business travelers. With all the amenities 

and services to help guests make the most of their time 

on the road. 

But over the years, business practices have changed 

— and along with it, the business traveler. Different needs, 

different priorities, different desires. They no longer 

practice business as usual. 

The rapid shifts in the way business is conducted — and 

the expectations of the people who conduct it — have put 

Courtyard in a place where it must realign with the very 

position it created. 

Courtyard is rebuilding itself around the new business 

traveler, the guest who seeks a refreshing approach 

to business and a hotel that will help foster such an 

experience. Mobile, plugged in, multi-tasking. Less the 

nose-to-the-grindstone business person of the past, 

more the fast-moving, individualistic business person of 

the future. The person who wants to push away from the 

desk, to work in other ways, in other places. 

Places with widespread wireless access. Open, inviting 

lobbies. And unexpected space, with ways to maximize 

productivity and keep ideas fresh. Guests must be 

encouraged to explore the many new possibilities for 

fulfilling work and leisure needs. Not by extending 

the business tools they’re expecting, but by taking a 

fresh approach to business travel and inviting them to 

experience Business Unusual at Courtyard.


Contents | Brand Voice Strategy | The Target Guest: The Optimistic Achiever 1.3 

the Target Guest: 

The Optimistic Achiever 

When guests are on the road, they have things to do. 

Meetings to attend, presentations to give, calls to make. 

But instead of viewing their travel obligation as daunting, 

they feel excited and enthusiastic about the chance to 

take a break from the normal day-to-day routine. 

They see the opportunity in business travel. They take 

the glass-half-full view. They see business travel as a way 

to break up the monotony of days in the office and at 

home. To work outside. It’s a chance for them to have a 

little more space, literally and figuratively. 

They want to get their work done; they have things they 

want to achieve. But that doesn’t mean they have to sit 

behind desks in their rooms dutifully plowing away all 

day long. They have breaks in their day, downtime they 

want to make use of, one way or another. 

The Courtyard guest isn’t just a business person, 

they’re people on business. They want the freedom 

to move around. To find a comfortable groove. To work 

the way they want to. They’re Optimistic Achievers 

looking to make the most of themselves and of their 

lives on the road. 

And Courtyard understands that because Courtyard 

is an Optimistic Achiever, too. Courtyard wants to 

answer and energize guests with a hotel experience that 

extends beyond the room, allowing them to interact with 

all aspects of the property. An experience that allows 

them to work in a different way, to be inspired and to 

take advantage of refreshing approaches to business. 

Courtyard brings Business Unusual to life by providing 

the means for thinking, working and living in a way that 

is unique to Courtyard and to each guest’s needs.


Contents | Brand Voice Strategy | Brand Principles 1.4 

Brand Principles 

When talking about the Brand Voice, Courtyard is 

talking about the brand’s personality, its reputation. 

The Courtyard Brand principles are the strategic 

foundation of the brand and the Brand Voice. 

Target: Optimistic Achiever 

Brand Voice Lens: Business Unusual 

Brand Positioning Statement 

Courtyard is designed for the frequent business 

traveler who is driven by success, but enjoys the break 

from routine that travel offers. Courtyard is the smart, 

dynamic hotel that helps guests make the most of their 

time on the road, so they can make the most 

of themselves. 

Brand Personality Traits 

Smart: Showing an understanding of the 

guest’s mindset. 

Multidimensional: Acknowledging that the guest is a 

person first, a business person second. 

In-tune/In-touch: Exhibiting a clear understanding of 

guest’s needs and goals while on business. 

Grounded: Never promising what it can’t deliver. 

Magnetic: Presenting a smile. Guests look forward to 

discovering what’s new and different. 

Open: Never pushing. The decision to act is the 

guest’s. Courtyard merely makes suggestions.


Contents | Brand Voice Strategy | The Tangibles 1.5 

The Tangibles 

The tangibles are the products and services Courtyard 

provides. The proof that the promises made to guests 

are fulfilled. Through unique offerings, guests are 

invited, informed and engaged. They are better able to 

maximize productivity and make the most of their time 

on the road. Here are some of the tangible examples of 

how Courtyard is transforming a business stay. 

Traditional Business Hotel 

Video games for purchase in-room 

Mini-bar snacks 

Plug-in Internet access in guest rooms 

Business Unusual Hotel 

Books and games available in lobby 

The Bistro restaurant meal offerings 

Wireless connectivity in the public spaces

Visual identity 2.0 

The visual identity is critical to communicating the brand identity. 

The elements include logos, geometric shapes, organic shapes, color, 

typography and photography. These elements define the Courtyard 

Brand Voice from a visual perspective. 

This section introduces the core visual identity elements and is a guide 

for using these elements to achieve a consistent look and feel across 

customer touch points. 

2.1 Logos 

2.1.1 Logo Specifications 

2.1.2 Logo Tag Line Lockup 

2.1.3 Logo Use 

2.1.4 Incorrect Logo Use 

2.2 Color Palette 

2.3 Typography 

2.3.1 Typography Use 

2.3.2 Headline & Logo Placement 

2.4 Visual System 

2.4.1 Geometric Shape Use 

2.4.2 Organic Shape Use 

2.4.3 Organic Shape Grid 

2.4.4 Organic Shape Use: Overlay 

2.4.5 Organic Shape Use: Photography 

2.4.6 Organic Ribbon 

2.5 Photography Overview 

2.5.1 Business Unusual 

2.5.2 Leisure Travel 

2.5.3 Interior 

2.5.4 Exterior 

2.5.5 Amenities 

2.5.6 Service 

2.5.7 Using Stock 

2.5.8 Shooting New 

2.5.9 Incorrect Use 

2.5.10 Image Rights

Courtyard Brand Identity Standards Contents | Visual Identity | Logos 2.1 

Logos 

The out-of-cartouche logo is the standard brand logo 

for all marketing applications. 

• Online 

• Print & Broadcast Advertising 

• Stationery 

• On-Property 

• Sales Collateral 

• Property and Regional Direct Mail 

• Premium & Promotional Items 

• Out of Home Advertising 

Trees 

Registration symbol 

Courtyard word mark 

Marriott word mark 

• The Courtyard brand elements are always used in 

their entirety. 

• The relationship between the word marks and trees 

should never be altered. 

Note: Always use approved artwork when reproducing 

the Courtyard logo.


Contents | Visual Identity | Logo Specifications 2.1.1 

Logo Specifications 

2x 

2x 

A specific area of non-interference, or clear space, 

and minimum size requirements have been established 

to protect the Courtyard identity. Adhering to these 

clear space, height and minimum size requirements will 

ensure the Courtyard identity is always used 

consistently and correctly. 

For high visibility and an uncluttered presentation, a 

specific area of non-interference must be maintained 

around the Courtyard logo. Determine the minimum 

amount of clear space for the Courtyard logo by 

measuring the height of the C in the Courtyard word 

mark (x). An area equal to two times this height 

(2x in the diagram) should be kept clear on all sides 

of the logo. 

It is important that all parts of the logo can be easily 

read in every application. For this reason, the logo 

is not reproduced where the Marriott logo measures 

smaller than 0.375". There are no maximum size 

restrictions as long as the clear space requirements 

are met. 

2x 

x 

2x 

0.375"/9.525mm/27 pixels at 72 dpi 

Minimum size


Contents | Visual Identity | Logo Tagline Lockup 2.1.2 

Logo Tag line Lockup 

2x 

2x 

A specific relationship between the logo and brand tag 

line has been created when the two elements are used 

together. Adhering to these clear space, height and 

minimum size requirements will ensure the Courtyard 

identity is always used consistently and correctly. 

When using the two elements together, determine the 

minimum amount of clear space for the Courtyard logo 

and tag line by measuring the height of the C in the 

Courtyard word mark (x). An area equal to two times 

this height (2x in the diagram) should be kept clear on 

all sides of the logo. The tagline is set to a distance of 

1.25x away from the logo. 

It is important that all parts of the logo can be easily 

read in every application. For this reason, the logo 

is not reproduced where the Marriott logo measures 

smaller than 0.375". There are no maximum size 

restrictions as long as the clear space requirements 

are met. 

Note: When creating marketing materials use the logo/ 

tag line lockup. 

IT’S A NEW STAY.® 

2x 

x 

1.25x 

2x 

0.375"/9.525mm/27 pixels at 72 dpi 


Minimum size

Courtyard Brand Identity Standards Contents | Visual Identity | Logo Use 2.1.3 

Logo use 

Approved uses of the Courtyard logo. 

• Recommended use for the logo is 

3-color (PMS 8640, 342 and 7427). 

• Logo can be used in black. 

• Logo can be reversed to white on a black or dark 

color field. 

4-color 

Black 

Reversed out of a color 

Reversed out of black


Contents | Visual Identity | Incorrect Logo Use 2.1.4 

Incorrect logo use 

• Always use approved artwork. Whenever possible, 

use the EPS file format for best results. 

• Never alter the logo by changing its proportions, 

lockup positioning or typeface. Do not change the 

color specifications. 

• JPEG and GIF format images are designed for screen 

applications and should not be printed. 

Never change logo arrangement Never change colors Never remove logo elements 

COURTYARD 

Never reset any text in logo 

Never distort the logo 

Never display the icon in place 

of the logo 

Never tilt the logo 

Never change size of elements 

Never use logo on a color 

that inhibits its visibility 

Never use logo on a photograph 

that inhibits its visibility 

Never enclose the logo inside 

a non-approved shape


Contents | Visual Identity | Color Palette 2.2 

COLOR PALETTE 

The Courtyard color palette includes a range of colors 

Primary Colors 

and is an integral part of the identity system. Corporate 

colors, carefully applied, will impart a consistent look 

and feel to all Courtyard communications. The use of 

green grounds the palette in a color that’s identified 

with the Courtyard brand and with the broader context 

of business. 

The use of accent colors helps make the brand more 

approachable by giving it a touch of humanity — little, 

unexpected touches that delight Courtyard guests. 

PMS 576 

CMYK RGB 

52 104 

6 149 

79 80 

25 

PMS 376 

CMYK RGB 

53 133 

0 196 

96 70 

0 

PMS 376 50% 

CMYK RGB 

26 192 

0 222 

48 158 

0 

PMS 366 

CMYK RGB 

29 185 

0 220 

45 164 

0 

Note: CMYK and RGB callouts listed are a customized 

conversion established specifically for Courtyard. 

Accent Colors 

PMS 144 

CMYK RGB 

0 248 

48 152 

100 29 

0 

PMS 228 

CMYK RGB 

15 138 

100 0 

11 84 

41 

PMS 667 

CMYK RGB 

59 108 

58 103 

4 157 

12 

PMS 2708 

CMYK RGB 

28 179 

9 209 

0 238 

0 

Version 2 Logo Color Palette 

These colors are used for cartouche logo 

only. Do not use as part of marketing 

communications palette. 

PMS 342 

CMYK RGB 

100 0 

9 106 

66 85 

41 

PMS 7427 

CMYK RGB 

7 1641 

100 12 

67 52 

31 

Marriott Gold 

CMYK RGB 

0 201 

25 154 

100 12 

24 

PANTONE®, PANTONE MATCHING SYSTEM, 

PMS are Pantone, Inc.’s check-standard trademarks.


Contents | Visual Identity | Typography 2.3 

Typography 

Gotham Rounded is the approved typeface for 

Courtyard. Do not substitute another typeface for any 

reason. Consistent use of this typeface will contribute 

to a unified Brand Voice. This typeface is available for 

purchase at typography.com. 

Gotham Rounded Book 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 

1234567890!@#$%^&*() 

Gotham Rounded Medium 



1234567890!@#$%^&*() 

Gotham Rounded Bold 



1234567890!@#$%^&*()


Contents | Visual Identity | Typography Use 2.3.1 

Typography USe 

Headlines are in Gotham Rounded Book, all caps. 

Leading should equal the typeface’s point size. There 

are no specific rules for the size of the headline, as that 

should be dictated by the size of the application and its 

specific communications needs. 

Additional copy, such as subheads and body copy, is 

Gotham Rounded Book, sentence case. Leading should 

equal the typeface’s point size. Such supporting copy 

should be at least 25 percent smaller than the headline. 

Headlines are in Gotham Rounded Book, all caps. 

Headline here. 

Additional copy goes here. 

Subheads and body copy are Gotham Rounded Book, 

sentence case. They are at least 25 percent smaller than 

the headline. 

The minimum distance between 

the headline and supporting 

copy is equal to the cap height 

of the headline. 

Subheads for at-a-glance and bulleted information should 

be set in Gotham Rounded Bold, in the same point size as 

the body copy and in an accent color. 

Facilities & Services 

Outdoor pool and whirlpool • Indoor pool and whirlpool • 

Exercise room • Golf and tennis nearby • Jogging trail • 

Nearby breakfast buffet served daily • Courtyard Café 

serving breakfast daily • Restaurant serving breakfast 

and dinner • Dinner delivery service available • Room 

service • Free parking • The Market, a 24-hour self-serve pantry


Contents | Visual Identity | Headline & Logo Placement 2.3.2 

HEADLINE 

& Logo Placement 

Headline On White 

3x 

3x 

Headline On Green 

3x 

Alignment 

Headlines should be left or right aligned and placed 

x 

at an equal distance of 3x the cap height of the logo. 

When no logo is used, text should be aligned an equal 

distance of 3x the cap height of the headline. The logo 

itself should also be aligned at an equal distance of 3x 

the logo’s cap height. 

3x 

RefResH yOuR 

Business ROutine. 

3x 

RefResH yOuR 


x 

Color 

When a headline is used on white, the color is set to 

PMS 576 or PMS 376, never PMS 366 or 50% of PMS 

376. An accent color can be used to highlight a key 

word or phrase. The accent color must always match 

the color used for the organic shape. 

When a headline is used on green, the color is always 

set to white. 

Placement 

When the organic shape covers less than 40% of the 

canvas area, place headline outside the shape. If the 

organic shape covers 40% or more of the canvas area, 

place headline inside the shape. 

3x 

Shape Covers Less Than 40% 

3x 

RefResH yOuR 


Shape Covers More Than 40% 

3x 

x 

Body copy should always be on one of the two stripes 

with the darker shades of green. Type should never 

rest over the intersection between two shades of 

green or between one of the greens and an accent 

color. For longer copy, it is allowable to continue into 

the next shade of green, as long as a distance of .5x is 

x 

RefResH yOuR 


3x 

maintained from the line of intersection between the 

two greens.


Contents | Visual Identity | Visual System 2.4 

Visual System 

Geometric and organic shapes are the key visual elements 

that are essential to the visual identity of the Courtyard 

Brand Voice. 

The Courtyard visual identity is structured upon a 

juxtaposition of both organic and functional designs that 

respects practicality but has personality. Design that’s 

both imperfect by nature, yet naturally even. The system 

employs the convergence of hard and soft lines: “organic 

geometry.” It is a device that communicates the ideas 

of functionality and individuality. Together they work to 

communicate the core idea: Business Unusual. 

Geometric Shapes 

• Order and consistency, the hallmarks of business. 

• A visual manifestation of functionality and performance 

coupled with a sense of modernity. 

Organic Shapes 

• Natural and imperfect, providing a sense of uniqueness 

and individuality. 

• Contours and curves suggesting humanity. 

Geometric & Shapes 

• The Courtyard visual system is a fusion of 

two forms: geometric shapes and organic shapes. 

Geometric Shapes 

Geometric & Organic Shapes 

Organic Shapes


Contents | Visual Identity | Geometric Shape Use 2.4.1 

Geometric Shape USE 

The geometric shape is an integral part of the Courtyard 

Stripe Ratio 

Stripe Variations 

Brand Voice. It represents order and consistency, the 

hallmarks of business. It is a visual manifestation of 

x 

functionality and performance. 

Stripe Ratio 

• Stripes are based on a 1:2:4 stripe ratio 

2x 

• Use in any order as long as they adhere to the ratio 

• Always use in a horizontal orientation 

• Should always be used with an organic shape, 

as shown in section 2.4.2 

Stripe Variations 

• The geometric shapes are always made from 

PMS 576, PMS 376 and PMS 366 or 50% of PMS 376 

4x 

• Colors should always follow a progression of dark 

to light or light to dark 

Accent Color in Geometric Stripes 

• Stripes are based on a 1:2:4:8 stripe ratio 

• An approved accent color stripe can be added as 

long as it adheres to the stripe ratio 

Accent Color 

Incorrect Stripe Variations 

• Accent color stripe must always be next to the darkest 

green (PMS 576) stripe. 

• Should never be the largest stripe in the ratio system 

4x 

• When adding an accent color, always house the stripes 

x 

within an organic shape. See section 2.4.2. 

8x 

2x 

Always follow a color 

progression of dark to 

light or light to dark 

Always follow 

a 1:2:4 ratio 

Always use a 

horizontal orientation


Contents | Visual Identity | Organic Shape Use 2.4.2 

Organic Shape use 

The organic shape is a vital part of the Courtyard Brand 

Voice. It should be used as a defining visual element for 

the brand. Natural and imperfect, it provides a sense of 

uniqueness and individuality. The contours and curves 

suggest humanity and help reinforce the core idea of 

Business Unusual. 

Organic Shape Library 

There are three approved shapes in the organic shape 

Iibrary. They can be used as an accent element, as an 

overlay or to house the stripes. They can also be used to 

house the logo, copy or photography. The organic shapes 

are never used in their entirety. They always bleed off two 

sides of the page. 

Accent Element 

As an accent element, the organic shape is always set in an 

accent color. 

Accent Element 

Overlay On Stripes 

House The Stripes 

Overlay on Stripes 

As an overlay, the organic shape is transparent over 

the green stripes. To achieve this effect, set the organic 

shape to “multiply” in InDesign. 

House the Stripes 

As a housing device for the stripes, the organic shape is 

always cropped and not shown in its entirety. A fourth 

stripe is added and set in an accent color. This accent 

stripe must be at least twice the width of the narrowest 

green stripe. Both logos and copy can be housed within 

the element. Refer to section 2.4.3 for more information 

on how to crop the organic shapes.

Courtyard Brand Identity Standards Contents | Visual Identity | Organic Shape Grid 2.4.3 

organic shape grid 

1 2 3 4 5 

The size and placement of the organic shape within a 

layout is determined by using a 5x5 grid system. The 

grid system is set up as follows: 

1. Divide the layout into columns and rows of five, 

regardless of the dimensions. 

2. Place the organic shape in any of the four corners. 

1. 

1 

2 

3 

4 

5 

1 2 3 4 5 

1 

2 

3 

4 

5 

The organic shape can be rotated, flipped and 

cropped as it long as it adheres to the grid system. 

This allows for multiple variations and flexibility 

in design. 

3. One side of the organic shape must always be one cell 

longer than the other. There is no set size for the 

organic shape. For example, if the height is two cells 

2. 

down, then the width must be three cells across or 

vice versa. 

W 

4. The organic shape can only bleed off two sides of the 

layout. Never use two organic shapes in one layout. 

H 

5. In the case of extreme horizontal or extreme 

vertical layouts, position the organic shape so that 

the side with more cells runs along the shorter side of 

the layout. 

3. 

W 

H 

1 2 3 4 5 

4. 

5. 

1 

2 

3 

4 

5


Contents | Visual Identity | Organic Shape Use: Overlay 2.4.4 

Organic shape use: 

Overlay 

To use the organic shape as an overlay, combine two of the 

same shape to create a new shape. When combined, this 

new organic shape should always adhere to the 5x5 grid 

system. The process is as follows: 

1. 2. 

3. 4. 

1. Select an approved shape from the organic 

shape library. 

2. Duplicate the shape and overlay both shapes on top of 

each other. Set the bottom shape to white and the top 

shape to an approved accent color. 

3. Place the organic shape in any of the four corners of 

the layout. Both shapes must bleed off two sides of 

the layout. 

4. Rotate, flip, scale or crop the organic shape in any way 

as long as it adheres to the 5x5 grid system. 

5. The new shape created should never exceed 10% of 

the overall organic shape. 

5. 

New shape created should 

never be more than 10% More than 10% 

6. Avoid undesirable tangents and small shapes that may 

occur when the Organic Shape is overlayed using one 

of these two methods: 

• Re-arrange the organic shapes so the overlaying 

effect occurs on the widest stripe (figure 6a). 

Undesirable small tangent. 

Overlaid and white areas 

reversed—small tangent 

successfully avoided. 

Stripe ratio changed— 

small tangent 

successfully avoided. 

• Change the stripe ratio so the white area covers the 

smaller stripes (figure 6b). 

6. 

6a. 

6b.


Contents | Visual Identity | Organic Shape Use: Photography 2.4.5 

organic shape use: 

photography 

There are two approved ways to house photography 

within the organic shape. The organic shape can house 

photography when used as an overlay on geometric 

stripes. It can also house photography when used over 

white. The organic shape can house only one photo 

when used as a front cover application. Refer to section 

2.4.3 for more information on how to size and place the 

organic shape. 

Option 1, example one 

• Two organic shapes are used to create the 

overylay effect. 

• Set one side of the organic shape to an approved 

accent color. The other side is set to white. 

• The negative space created by combining both shapes 

is used to house the photo. 

Option 1, example two 

• Three organic shapes are used to create the 

layered effect. 


accent color. The other side is set to white. 

• The accent color is transparent over the green stripes. 

To achieve this effect, set the organic shape to 

“mulitply” in InDesign. 

• A third organic shape is added to house the photo. It 

can rotate, flip, scale or crop in any way as long as it 

adheres to the 5x5 grid system. 

Option 2 

• The organic shape is used over white. 


accent color. Set the other side to PMS 376 or PMS 576. 

Option 1, Example One 

Option 2 

Option 1, Example Two

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For more information or to make 

reservations, call XXX.XXX.XXXX 

or visit courtyard.com/XXXXX. 

Courtyard by Marriott® 

Goshen 

1930 Lincolnway East, Goshen, IN 46526 

T 574.534.3133 F 574.534.6929 

courtyard.com/xxxxx IT’S A NEW STAY. STAY.® 

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Fort Lauderdale Airport & Cruise Port 

400 Gulf Stream Way, Dania Beach, FL 33004 

T 954.342.8333 F 954.342.8555 

courtyard.com/xxxxx IT’S A NEW STAY.® STAY. 

Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing. Lore commod te feuissit nostrud tet 

ver sissim autet, quat. Ut lore erit en to upin frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing. Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit 

en to upin frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing. Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip illum alismol 

bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing. 

User Name 

CYPool-072.tif ............................CMYK 

967 ppi 

CYLobby-061.jpg .........................CMYK 600 ppi, -600 ppi Last Saved 

Inks 

Cyan 

Magenta 

Yellow 

Black 


Contents | Visual Identity | Organic Ribbon 2.4.6 

Organic Ribbon 

The organic ribbon is an integral part of the Courtyard 

Vertical organic ribbon 

Horizontal organic ribbon 

Brand Voice. The organic ribbon will be used in different 

ways across applications, but in all cases it should be 

used as a defining visual element for the brand. 

The organic ribbon is derived from two overlaid organic 

shapes. It is an element used to separate the primary 

visual and copy within a layout. 

The organic ribbon is available for download from 

BrandWorks. 


• The ribbon is a unique shape derived from two 

overlaid organic shapes used to separate 

photography and copy within a layout. 

• The green part of the ribbon is PMS 376 or PMS 576. 

The orange part of the ribbon is PMS 144. 

Sizing 

The organic ribbon is scaled proportionately to fit 

the document size. Depending on the layout, use the 

horizontal or vertical organic ribbon. 

• There is no maximum size restriction. 

Vertical organic ribbon 

advertising use 


advertising use 


brochure use 

• The organic ribbon cannot be smaller than 3” wide. 

WHERE CONVENIENCE AND 

COMFORT COME TOGETHER 

Please refer to section 7.1.2 of the advertising standards 

and 6.4 of the print Collateral standards for more 

information on how to use the organic ribbon. 

From $ 199/night 

EVEN BUSINESS NEEDS A BREATH OF FRESH AIR. 

A FRESH TAKE ON 

THE OLD ROuTINE. 

Step out of the same old business travel routine when 

Find your balance 

Courtyard offers everything you need to ensure 

On-site amenities 

• Wi-Fi access in the lobby space 

you step inside Courtyard by Marriott®. Here, we offer 

a successful and enjoyable trip. Here you’ll discover the 

• Breakfast served daily, including 


a fresh approach to helping you stay productive while 

you’re on the road. Courtyard is designed to work 

the way you do — no matter how often you choose to 

switch gears. From maximizing productivity anywhere 

on property, to taking full advantage of downtime 

when it arises, we provide the space and flexibility to 

help you stay energized and make the most of every 

travel experience. 

ideal combination of comfort and convenience: 

In-room amenities 

• Free high-speed Internet access 

• King-size beds with cotton-rich linens, thicker 

mattresses and fluffier pillows 

• Large work desk with no-glare lighting and an 

ergonomic chair 

• Two telephones with data ports and voice mail 

• Complimentary coffee, tea and newspaper 

• Iron and ironing board 

eggs cooked to order 

• The Market, with 24-hour access to food, 

snacks and refreshments 

• Fax, copy and print in the business center 

• Meeting rooms with audiovisual service available 

• Swimming pool, exercise room and whirlpool 

• Guest laundry 

• Cozy lounge with big-screen TV 

• This property supports a smoke-free policy 

FULL PAGE PARTNER AD: VERTICAL IMAGE 

Job No C0871 Ad Code — 

Client Courtyard 

Pub — 

1st Insertion — 

Ad Caption Rack Brochure 

Live None Ad Size — 

Trim 3.66 in x 8.5 in 

Printed At None 

Bleed 3.91 in x 8.75 in Built At 1 in = 1 in (100%) 

Placed Graphics Mode Eff. Res. 

CYHallway-054_crop.tif ...................CMYK 750 ppi, -750 ppi 

Tim Koebbe 

10/31/08 2:11 PM


Contents | Visual Identity | Photography Overview 2.5 

photography overview 

Photography is a key element of marketing. 

To communicate the Courtyard Brand Voice, 

photography should reinforce the brand strategy 

of Business Unusual. 

To further communicate the idea of Business Unusual, 

the photographic style must break out of the traditional 

business hotel category. The Courtyard photographic 

style and content should epitomize the Optimistic 

Achievers’ need to make the most of themselves and 

of their time on the road. 

Courtyard photos are on-strategy if they use one 

or more of these techniques: 

• Dynamic camera angles. 

• Interesting composition. 

• Unique and unexpected settings. 

• Showcase touches of green and orange. 

• Show little bits of the guest’s personality 

and individuality. 

• Guest using and experiencing the hotel space. 

Interior 

Exterior 

Service 

Business 

Amenities


Contents | Visual Identity | Photography Overview | Business Unusual 2.5.1 

Business unusual 

When guests are on the road, they have things to do, 

meetings to make, presentations to give and calls to 

be on. But instead of viewing their travel obligation 

as daunting, they are excited and enthusiastic about 

the chance to take a break from their normal day-today 

routine. Their need to fulfill work and leisure is the 

epitome of Business Unusual. 

To showcase the guests’ unique and refreshing 

approach to business, the photographic style must 

break out of the traditional idea of business travel by: 

• Depicting the business traveler as optimistic, 

excited and actively engaged in a mix of work and 

leisure activities. 

• Showcasing lobbies, outside courtyards, bistro areas, 

media booths as viable places to work. 

• Showing the unexpected tools and amenities 

Courtyard extends that allow guests to make the 

most of their time on the road: free Wi-Fi, 24/7 

market, GoBoard, open meeting space in lobby areas. 

• Show guests’ desire to accomplish business tasks in 

an alternative way when on the road.


Contents | Visual Identity | Photography Overview | Leisure Travel 2.5.2 

Leisure Travel 

Leisure guests, most often weekend travelers, want 

more than just a roof over their heads. They want to 

be recharged, renewed and refreshed. They come to 

the area for sporting events, entertainment, social 

gatherings, or important family events like weddings or 

family reunions. In search of fun, they have a positive 

energy, expect to be given choices and appreciate 

personalized service. 

Shots should convey Courtyard’s refreshing approach to 

hosting leisure travelers by: 

• Depicting guests utilizing the different options 

and amenities Courtyard offers, for example: 

guests checking email in the lounge or eating 

in the courtyard. 

• Depicting guests in attire or situations that suggest 

leisure travel, for example: guests wearing casual 

clothing or evening wear. 

• Showcasing kids and families engaged in activities 

outside the room.


Contents | Visual Identity | Photography Overview | Interior 2.5.3 

Interior 

Interior photography should convey the idea that this is 

not the usual business hotel for the usual business hotel 

guest. Instead, it should highlight the unusual elements 

that allow Courtyard guests to make the most of their 

time on the road. Images should show how Courtyard 

mixes work and life into a refreshing way of doing 

business. The shots should convey the brand’s refreshing 

approach to hosting a traveler on business by: 

• Using dynamic camera angles. 

• Depicting guests engaged in activities 

outside the room. 

• Showcasing lobbies, bistro areas, media booths 

and exercise facilities to show guests making the 

most of the hotel. 

• Highlighting the options and variety of work areas 

Courtyard provides to meet the work needs of the 

Optimistic Achiever, including sitting areas, personal 

tables, media booths and couch areas.


Contents | Visual Identity | Photography Overview | Exterior 2.5.4 

Exterior 

The exterior of the property should be shot with a 

wide-angle lens in order to communicate a sense of 

openness and freedom. Shots should incorporate 

objects into the foreground that create a dynamic 

visual impact, helping to further the idea of Business 

Unusual. It is always ideal to showcase lush landscape, 

therefore strengthening the association between the 

brand and its identifying icon. 

Exterior photography should invite the Optimistic 

Achievers to interact with something other than just 

the four walls of their room. 

Exterior photography should reinforce the idea of 

Business Unusual by: 

• Using dynamic camera angles and a wide lens to give 

the idea of open space. 

• Depicting guests as optimistic, excited and actively 

engaged in a mix of work and leisure activities. 

• Showcasing outdoor spaces like the courtyard and 

pool as viable Wi-Fi places to work.


Contents | Visual Identity | Photography Overview | Amenities 2.5.5 

Amenities 

Optimistic Achievers want to get their work done, but 

that doesn’t mean they want to sit behind a desk in their 

room dutifully plowing away all day long. They have 

breaks in their day and downtime that they want to make 

use of. The Courtyard guest isn’t just a business person. 

They’re a person on business. They want the freedom to 

move around. 

It is important to make the amenities that Courtyard 

offers relevant and practical to the needs of the 

Optimistic Achiever. For example, it is not about 

photographing an empty pool area or fitness facility; 

it’s about showing the guest utilizing everything the 

property has to offer. 

Amenities photography should reinforce the idea of 

Business Unusual by: 

• Using dynamic camera angles. 

• Depicting business travelers engaged in activities 

outside the room. 

• Showcasing outdoor spaces like the courtyard and 

pool as viable Wi-Fi places to work.


Contents | Visual Identity | Photography Overview | Service 2.5.6 

Service 

Service photography should communicate the idea of 

Business Unusual by focusing on items that are unique 

or presented in an unexpected way. 

• Use differentiated and unexpected composition. 

• Convey the thoughtful human touch Courtyard brings 

to service. 

• Emphasize unique hotel architecture like the 

check-in pod. 

• Look for images that feel refreshing.


Contents | Visual Identity | Photography Overview | Using Stock 2.5.7 

Using stock 

When selecting stock photography, follow 

these guidelines: 

1. Choose shots from a high or low perspective. 

Avoid eye-level camera angles. 

2. Choose dynamic camera angles. 

3. Convey the brand’s unique and refreshing style in both 

clothing and composition. 

4. Show unusual approaches combining work and life 

for a refreshing way of doing business. 

5. People should be real in appearance and activity — not 

over-the-top, high-fashion models with posed expressions. 

6. Clothing should be professional, but relaxed. 

Add the accent of a brightly colored tie, purse or 

wristband on a watch — something that conveys the 

personality of the guest. 

7. Shots should use facial expressions and body language to 

1 

2 

3 

portray guests benefiting from the environment. 

6 

4 5 

7


Contents | Visual Identity | Photography Overview | Shooting New 2.5.8 

shooting new 

When shooting new property photography, follow 

these guidelines: 

1. Shoot from a high or low perspective, avoiding straightahead 

camera angles that are between chest and eye level. 

2. Use dynamic camera angles and compositions to 

capture the property’s unique and refreshing style. 

3. Capture the guest’s unique and alternative approach 

to getting business tasks done in a productive and 

efficient space. 

4. When shooting service, focus on the thoughtful and 

human touch. 

5. Shoot property exteriors with a wide-angle lens and long 

depth of field. Incorporate unique and unusual objects in 

the foreground to create a dynamic visual impact. 

Additional aspects to consider when shooting: 

Subject matter: For exteriors, shoot with a wide-angle 

lens and long depth of field to capture the unique details 

surrounding the model and property. For all photos, 

use a wide depth-of-field to keep both foreground and 

background in focus. 

Models: Use models who look “real” and are performing 

real tasks; do not use high-fashion, overly posed models. 

Wardrobe: Business casual with an unusual touch. Add 

the accent of a brightly colored tie, purse or wristband on 

a watch; occasionally add subtle hints of color from the 

Courtyard color palette. 

1 

2 

3 

4 

5


Contents | Visual Identity | Photography Overview | Incorrect Use 2.5.9 

INCORRECT USE 

The following are examples of incorrect 

uses of photography: 

1. Photos shot at straight-ahead or 

eye-level position. 

2. Photos with talent looking directly into 

the camera. 

3. Overly saturated and/or intense color 

in photography. 

4. Photos with blown-out areas 

lacking detail, highlights, and depth in 

skin tones and interiors. 

5. Photos with little focus and detail on 

unique amenities. 

6. Photos that crop guests’ heads or 

facial expressions. 

NO NO NO 

1 

2 

3 

NO NO NO 

4 5 

6


Contents | Visual Identity | Photography Overview | Image Rights 2.5.10 

image rights 

Marriott® International requires written photo usage 

rights for all images. When purchasing stock images the 

contract should clearly state: 

• Length of usage rights. 

• Usage in various media. 

When working with a photographer, request a letter 

or contract with the following information: 

• Usage expiration date (if any). 

• Usage in particular types of media (or all). 

• Photographer contact information. 

• Cost to repurchase or extend rights.

Verbal identity 3.0 

Verbal identity is used to bring the brand to life in written and verbal 

communications. The more consistently Brand Voice is used in 

communication and execution, the more quickly consumers will identify 

with the brand and what makes it different and better. 

Verbal Identity 

3.1 Verbal Style 

3.2 Short Form 

3.3 Long Form

Courtyard Brand Identity Standards Contents | Verbal Identity | Verbal Style 3.1 

Verbal style 

When communicating with the Optimistic Achievers, 

it is important to talk in the language they speak. 

Courtyard needs to talk to them in a way that shows 

the brand understands who they are. Think of the 

Courtyard verbal style as that of a likeable colleague 

— the kind of person who is enjoyable to be with on a 

business trip. The first to suggest working outside on a 

nice day, this person strikes the right balance between 

work and play, putting business first but approaching 

it in a more human, refreshing way. Someone who 

conducts “business unusual.” 

The Courtyard brand should speak to the Business 

Unusual guest in a professional but human voice, 

providing a reminder that business travel doesn’t mean 

doing business 24/7. Even while working, it’s okay to 

enjoy oneself a little. 

Talking the Talk 

The Business Unusual verbal style invites, informs 

and engages guests on a human level. It extends 

friendliness, creates optimism, adds joy and levity to 

work life, diffuses stress, and relates to guests in a 

conversational manner. 

Invite 

The verbal style never pressures, but instead makes 

friendly suggestions that feel unexpected, compelling 

and lighthearted. 

Inform 

It’s uncomplicated. It lets guests know their options, 

cluing them in on different ways to work, to relax, to 

use their time. 

Engage 

The verbal style is inclusive and seeks to create a 

dialogue with guests by speaking in human terms, 

with a bit of a wink and a smile.


Contents | Verbal Identity | Short Form 3.2 

short Form 

Short statements sum up the brand in ways that are 

quickly understood. Part of building a strong brand 

is making sure that all messages support the brand 

positioning. Key messaging helps highlight important 

brand offerings. These examples can be used as a 

foundation to develop messaging that is distinctive to 

the hotel and its unique business positioning. 

General 

Break away from business as usual. 

A fresh take on business travel. 

Refresh your business routine. 

Choose a change of pace. 

A hotel that works the way you do. 

For a change of pace, change the scenery. 

You have room to roam here. 

We encourage outside-the-room thinking. 

Let your productivity roam free. 

Wide open work spaces. 

Tap into the quiet energy. 

Meeting Planner 

Let productivity lead the way. 

A refreshing place to meet. 

Open up your meeting possibilities. 

Expand the boundaries of convention. 

Give them plenty of room to roam. 

Plenty of unconventional meeting space. 

Open all doors to productivity.

Courtyard Brand Identity Standards Contents | Verbal Identity | Long Form 3.3 

Long Form 

Long messaging is used to bring the brand to life 

in written and verbal communications. Use long 

messaging to reinforce the benefits of the Courtyard 

experience. Emphasize how Courtyard appeals to 

guests’ needs to make the most of themselves and of 

their time on the road. For business travelers, highlight 

business travel as a way to break up the monotony of 

their days in the office and at home. For all travelers, 

emphasize Courtyard’s ability to deliver distinctive 

experiences and to enhance guests’ enjoyment and 

relaxation while traveling. 

Example 1 

Whether you’re tending to business or penciling in 

some personal time, no hotel makes it easier to get 

things accomplished on your terms. With open lobby 

space and free Wi-Fi in the lobby and courtyard, 

you can switch seamlessly from work to relaxation 

and back. For a change of pace, simply change the 

scenery. We boast the largest number of stand-alone 

outdoor courtyards in the industry, as well as the most 

connection-friendly outdoor space. 

Example 2 







on-property, to taking full advantage of downtime 


help you make the most of every travel experience.

Stationery 4.0 

Stationery standards are designed to communicate a consistent 

Brand Voice at all customer touch points. The business card, envelope 

and letterhead are just a few of the communications that make up 

stationery. This section covers detailed specifications for stationery 

items for Courtyard hotels. 

Be sure to read the standards to understand how to use the logos, 

typefaces and color palettes properly. For specifics on these elements, 

see Visual Identity (section 2.0). Order stationery items from normal 

vendors. Nothing has changed in this process. If needed, artwork files 

are located on BrandWorks in the Download section. 

Stationery 

4.1 Business Card 

4.2 Letterhead 

4.3 Business Envelope 

4.4 Business Envelope with Window 

4.5 In-Room Note Pad 

4.6 In-Room Pen 

4.7 Note Card & Envelope 

4.8 Mailing Label

Courtyard Brand Identity Standards Contents | Print Standards | Stationery | Business Card 4.1 

business card 

Order stationery items from normal vendors. Nothing 

has changed in this process. If needed, artwork files are 

located on BrandWorks in the Download section. 

Production Specifications 

• Printing: 3 PMS colors plus black (PMS 144, PMS 576, 

PMS 376), bleed. Optional upgrade: Back flood PMS 144 

• Trim: 3.5” x 2” 

• Paper: Utopia 120# Dull Cover or comparable paper with 

10% PCW, required for Green Seal Certification 

• For specifics on logos, typefaces and color, see 

Visual Identity (section 2.0). 

Notes 

• Do not alter the design. 

• Do not alter the font, font size or font color. 

Marian Weerasinghe 

Operations Manager 

Courtyard by Marriott 

San Francisco Airport/ 

Oyster Point Waterfront 

1300 Veterans Blvd. 

South San Francisco, CA 94080 

T 650.871.4100 

M 650.589.4251 

F 650.871.4700 

marian.weerasinghe@marriott.com 

Operated under a license agreement from Marriott International, Inc. 

Business Card Front 

Business Card Optional Back

Operated under a license agreement from Marriott International, Inc. 

Courtyard Brand Identity Standards Contents | Print Standards | Stationery | Letterhead 4.2 

Letterhead 






PMS 376), bleed 

• Trim: 8.5” x 11” 

• Paper: Finch Casablanca 60# text or comparable paper 

with 30% PCW, required for Green Seal Certification 








T 650.871.4100 F 650.871.4700 

courtyard.com 

Notes 


• If one line of contact information is too long, break into 

two lines and justify right. 


Contains 30% post consumer fibers

Courtyard Brand Identity Standards Contents | Print Standards | Stationery | Business Envelope 4.3 

Business Envelope 






PMS 376). Corner bleed requires converted envelope 

• Trim: #10 envelope, square flap 





Notes 



• It is recommended that the hotel name and address be 

broken into two lines. 

Business Envelope Front 

Courtyard by Marriott® Minneapolis Maple Grove/Arbor Lakes 

11871 Fountains Way | Maple Grove, MN 55369 

Business Envelope Back

Courtyard Brand Identity Standards Contents | Print Standards | Stationery | Business Envelope with Window 4.4 

Business Envelope 

with window 






PMS 376). Corner bleed requires converted envelope 

• Trim: #10 window envelope, square flap 





Business Envelope Front 

Notes 



• It is recommended that the hotel name and address be 

broken into two lines. 

Courtyard by Marriott® Minneapolis Maple Grove/Arbor Lakes 

11871 Fountains Way | Maple Grove, MN 55369 

Business Envelope Back

Courtyard Brand Identity Standards Contents | Print Standards | Stationery | In-Room Note Pad 4.5 

IN-ROOM NOTE PAD 





• Printing: 1 color (PMS 144) 

• Trim: 4” x 5.5” 15, sheets with chipboard back 

• Paper: 50# uncoated commodity or comparable sheet 




ACCOMPLISHED LIST. 

Much more gratifying than a to-do list, don’t you think? 

Notes 

• Do not alter the design or copy. 


courtyard.com 

30% post consumer fibers

Courtyard Brand Identity Standards Contents | Print Standards | Stationery | In-Room Pen 4.6 

IN-ROOM PEN 




Both color pens will come in the order. 


• Printing: 2 colors (PMS 144, PMS 576) 



• Marriott requires that pens be made from 

recycled materials and carry the recycle logo. 

Notes 

• Choose from the standard pen style or the 

upgraded version. 



Pen Front – Upgraded 

Pen Back – Standard 

Pen Front – Upgraded 

Pen Back – Standard

Courtyard Brand Identity Standards Contents | Print Standards | Stationery | Note Card & Envelope 4.7 

Note Card & Envelope 





• Printing: 3 colors plus black (PMS 144, PMS 576, PMS 

376), bleed 

• Note card size: 6.25” x 8.75” flat, 6.25” x 4.375” folded 

Envelope size: A6 – 6.5” x 4.75”, corner bleed 

requires converted envelope 

• Paper: Note card: Utopia 100# Dull Coated Cover or 

comparable paper with 10% PCW, required for Green 

Seal Certification 

Envelope: Finch Casablanca 60# text or 

comparable paper with 30% PCW, required for Green 



Visual Identity (section 2.0) 

Note Card Front 

Courtyard by Marriott® San Francisco Airport/Oyster Point Waterfront 

1300 Veterans Blvd. | South San Francisco, CA 94080 

Note Card Back 

Contains 30% post consumer fibers 

Notes 


Courtyard by Marriott® San Francisco Airport/Oyster Point Waterfront 

1300 Veterans Blvd. | South San Francisco, CA 94080 


• It is recommended that hotel name and address be 

broken into two lines on envelope. 

Note Card Envelope Front 

Note Card Envelope Back

Courtyard Brand Identity Standards Contents | Print Standards | Stationery | Mailing Label 4.8 

MailING Label 





• Printing: 1 color (PMS 376), bleed 

• Trim: 5.125” x 4” 

• Paper: Crack ’n Peel label 








Notes 


• Do not alter the font, font size or font color.

On-Property materials 5.0 

On-property materials are designed to communicate a consistent 

Brand Voice at all customer touch points. Key cards, laundry bags 

and door hangers are just a few of the communications that make up 

on-property materials. This section covers detailed specifications for 

on-property materials for Courtyard hotels. 

Be sure to read the guidelines to understand how to use the logos, 


see Visual Identity (section 2.0). 

On-Property Materials 

5.1 Key Card 

5.2 Key Packet 

5.3 Door Hanger 

5.4 High-Speed Internet Access Card 

5.5 Laundry Bag 

5.6 Comment Card 

5.7 Room Attendant Card 

Order on-property materials from normal vendors. Nothing has 

changed in this process. If needed, artwork files are located on 

BrandWorks in the Download section.

Courtyard Brand Identity Standards Contents | Visual Identity | On-Property Materials | Key Card 5.1 

Key card 

There are four different versions for standard key cards. 

Key Card Front 

They should be used at the same time and rotated 

among guests. 

Order on-property materials from normal vendors. 

FEEL FREE TO ROAM. 

TAkE AdvAnTAgE OF 

OuR OuTdOOR pOLicy. 

Nothing has changed in this process. If needed, 

artwork files are located on BrandWorks in the 

Download section. 


• Printing: Front: 1 color (PMS 144, PMS 667, PMS 2708 

or PMS 228), Back: black 

• Trim: 3.375” x 2.125” 



WAndERing is 

EncOuRAgEd. 

WAndERing is 

EncOuRAgEd. 

Notes 



• No sponsorship, advertising, non-Courtyard logos 

or messaging is permitted on key cards. 

Key Card Back 

FOR yOuR sEcuRiTy 

• use safe-deposit box 

for valuables. 

• use viewport to id 

all visitors. 

• Employees are required 

to wear name tags. 

• keep key card with you 

at all times. 

• Lock all windows and doors. 

FPO

Courtyard Brand Identity Standards Contents | Visual Identity | On-Property Materials | Key Packet 5.2 

Key Packet 





Key Packet Outside 


• Printing: 2/2 colors (PMS 576, PMS 376), bleed 

• Trim: 4.25” x 5.5” with die cut 

• Paper: 100# coated cover plus gloss aqueous. Use 

10% PCW paper, required for Green Seal Certification 



Notes 



• No sponsorship, advertising, non-Courtyard logos 

or messaging is permitted on key packets. 

The lock on your room 

is not meant to 

keep you in there. 

Key Packet Inside 

Rate 

Room number 

We are committed to a smoke-free policy. 

A $250 room recovery fee will be charged for smoking in your room. 

Folded With Card Inside

Courtyard Brand Identity Standards Contents | Visual Identity | On-Property Materials | Door Hanger 5.3 

Door hanger 

There are three versions of the door hanger. 

They should be used at the same time and rotated 

among guests. Order on-property materials from 

normal vendors. Nothing has changed in this process. 

If needed, artwork files are located on BrandWorks 

in the Download section. 

Version 1 Version 2 Version 3 


• Printing: 3/3 (PMS 576, PMS 376 and accent color 

varies as PMS 228, PMS 144 or PMS 2708), bleed 

• Alternate printing: 4-color process 

• Trim: 4” x 8”, die cut 

• Same design/copy prints on front and back 

• Paper: Styrene 



Notes 


• Do not alter the font, font size or font color.

Courtyard Brand Identity Standards Contents | Visual Identity | On-Property Materials | HSIA Card 5.4 

High-Speed Internet 

Access Card 






• Printing: 3 colors (PMS 576, PMS 376, and 

PMS 144), bleed 

• Trim: : 6” x 4” flat 

• Paper: 12pt., coated, 2 sides or comparable paper 




Notes 



FREE INTERNET IS 

AVAILABLE IN YOUR ROOM. 

And in the lobby. And in the business library. 

Just consider your options. 

Please contact the front desk for assistance. 

Wired Access 

1. Plug Ethernet cable into laptop. 

2. Turn on laptop. 

3. Launch Internet browser. 

Wireless Access 

1. Ensure you have a Wi-Fi compliant laptop. 

2. Open wireless network connection. 

3. Select hotel’s wireless network. 












Wired Access 

1. Plug Ethernet cable into laptop. 

2. Turn on laptop. 


Wireless Access 

1. Ensure you have a Wi-Fi compliant laptop. 

2. Open wireless network connection. 

3. Select hotel’s wireless network. 

4. Launch Internet browser.

Courtyard Brand Identity Standards Contents | Visual Identity | On-Property Materials | Laundry Bag 5.5 

Laundry Bag 






• Printing: 1 color (PMS 144). Gutter added to avoid bleed 

• Trim: 16” x 18” x 3” 

• Gusset bottom 

• Drawstring closure 



Notes 



Laundry Bag Front 

Laundry Bag Back 

go ahead. 

wear your lucky shirt twice.

Courtyard Brand Identity Standards Contents | Visual Identity | On-Property Materials | Comment Card 5.6 

COMMENT CARD 






• Printing: Outside: 1 color (PMS 376), bleed 

Inside: black 

• Trim: 5.5” x 5” folded; 5.5” x 10” flat 

• Paper: 65# Index with 30% PCW, required for Green 




Notes 



Comment Card Front 

WE’RE OPEN TO SUGGESTIONS. 

Comment Card Back 

WE’RE OPEN TO SUGGESTIONS. 

Comment Card Inside 

A comfortable stay is always a more productive one. 

So if there’s anything we can do to make your 

next business trip more pleasurable, feel free to tell us 

about it. To share your feedback, dial 0 to reach 

the front desk or fill out the comment card below. 

How would you rate the following? 

Your overall experience 

Our accommodations 

Friendliness of front desk staff 

The check-in process 

The check-out process 

Room cleanliness 

Restaurant 

Food quality 

Service 

Lounge 

Food delivery 

Name of outside restaurant 

Delivery speed 

Food quality 

Value 

Overall 

Feel free to share your ideas. 

Excellent Good Average Fair Poor 

Was anyone on our team especially helpful? 

Would you visit us again next time you’re in town? 

When were you here? 

Room number 

Your name (optional) 

Address 

City 

State 

Province 

Zip 

Country 

Telephone 

Email

Courtyard Brand Identity Standards Contents | Visual Identity | On-Property Materials | Room Attendant Card 5.7 

Room Attendant card 






• Printing: Outside: 3 colors (PMS 576, PMS 376, and 

PMS 2708), bleed. Inside: blank 

• Trim: 3.375” x 5.5” flat; 3.375” x 2.75” folded 

• Paper: 80# cover with 30% PCW, required for Green 




Notes 



Room Attendant Card Front 

Guest room attendant 

Guest room attendant 

COURTYARD BY MARRIOTT. 

THANK YOU FOR STAYING AT 





Room Attendant Card Back 

Guest room attendant

Print collateral 6.0 

Print collateral materials are designed to communicate a consistent 

Brand Voice at all guest touch points. To learn about Brand Voice, visit 

section 1.0. Rack Cards, Rack Brochures and Meeting Planner Guides 

are just a few of the integral communications that make up collateral 

materials. This section covers detailed specifications for all print 

collateral materials for Courtyard by Marriott. 

Be sure to read the guidelines to understand how to use the logos, 


see Visual Identity (section 2.0) The print collateral templates have 

been created in Adobe InDesign CS2 and are available for use in 

creating materials. The templates are not available in Quark XPress. 

Print Collateral 

6.1 Rack Cards: Front 

6.2 Rack Cards: Back 

6.3 Rack Brochure: Front 

6.4 Rack Brochure: Interior Spread 

6.5 Rack Brochure: Back 

6.6 Meeting Planner Guide: Front 

6.7 Meeting Planner Guide: Back 

6.8 Brand Folder 

At any time, refer to the main Contents for help with navigating 

the standards.

Courtyard Brand Identity Standards Contents | Print Collateral | Rack Cards: Front 6.1 

RACK cards: FRONT 

Rack Card Front Option A 

Rack Card Front Option B 

Rack cards are a convenient summary 

of features, services and contact 

information targeted to the individual 

leisure and business traveler. The design 

and copy support the brand positioning 

Typography 

• Headline color Goshen is PMS 576 or PMS 376 

Goshen, IN 46526 

plus the same T 574.534.3133 accent color used on the 



1930 Lincolnway East 

F 574.534.6929 

Reservations 800.123.4567 

courtyard.com/SBNGS 

• The accent color is used to emphasize 


Goshen, IN 

Brand logo 

Hotel-specific 

information 

Organic shape 


Goshen, IN 


Layout 

• One layout option is provided. 

• The organic shape and geometric 

stripes are fixed. 

• Photography is full color. 

• Photography should focus on the 

Optimistic Achiever guest, the hotel 

Guest Room Amenities 

a key word in the headline. 

area • Individual climate control • AM/FM alarm clock 

• Headline size and placement are fixed. 

• Headline is maximum of three lines. 

• Hotel locator is placed in the upper 

left corner. 

Resources 

To learn more, visit: 

Local Companies 

Brand Voice: section 1.0 

XXX spacious guest rooms and X suites • Large well-lit, 

flexible work desk, ergonomic chair • Comfortable sitting 

radio • Remote-controlled cable TV • HBO • Telephone with 

message light and data port • Pute feu feugait iuscilit • Wis eu 

facilla facin ver iure • Et vullamet • Osto core volobore minissi 



Exercise room • Golf and tennis nearby • Jogging trail 

nearby • Breakfast served daily • Restaurant serving breakfast, 

lunch & dinner • Dinner delivery service available • Room 

service • Free parking • The Market, a 24/7 self-serve pantry 

Attractions 

Met wis dignim dolese eugiam • Dolessectem illa corem 

zzriust ionsed • Euis augue tin eraesequip eugait • Nummolore 

delent luptatu eraessequat • Agna con henim at nisl ilisi • Bla 

amet inisi blam • Quat wis ametum duis nonum 

Lockheed Martin (8M) • Kaiser Permanente (1/4M) • Defense 

REFRESH YOuR 

BuSINESS ROuTINE. 

White background 

Headline 

Geometric stripes 

Primary photo 

yOuR TRAVEL. 

yOuR TIME. 

and the hotel amenities. 

• The organic shape color is 

Visual Identity: section 2.0 

IT’S A NEW STAY.℠ 

Color Palette: section 2.2 

Logistics Agency (4M) • Progressive Nursing (3M) • Mobil 

Oil (6M) • Washington Gas (3M) • Amtrak Autotrain (7M) 


recommended in orange for the 

Photo Selection: section 2.5 

primary hotel rack card. Choose 

Verbal Identity: section 3.0 

from other accent colors for additional 

segment rack cards. 

• The geometric stripe colors are 

PMS 576 and PMS 376. 

Directions 

Otet consed esequisit 

ut ipit vero od magna 

feugiam, vel ut velit 

nostie dolobor periure 

Is endre min eugaites 

veraessit iurem zerillan ent 

nostrud es tet, con exeril 

ut adionsed tet bam vero 

conse te dolorer ostrud 

magnisis alit augiamet velis 

eugait wisim. 

© 2008 Marriott International, Inc. 

Secondary photo 


Logo 

• Use brand logo. 

• Logo is reversed out of the 


• Refer to template for instructions 

on size and placement of logo. 

• Do not alter the logo in any way. 



Pub — 


Ad Caption Rack Card 


Trim 4 in x 9 in 



Folded None Page 1-2 of 4 

Info — 

File Name MARR_C0871_CY_RackCard_Mech.indd 

Writer Art Director Traffic Acct Mgmt Proofreader Creative Dir Production Client 

Reader 


map PP example_B&W.tif ..................Gray 863 ppi, 863 ppi 

CYBusinessOutdoor-194.tif .................CMYK 1071 ppi, 1071 ppi 

CYLobby-328.tif ..........................CMYK 1304 ppi 

cy_oc_rev.eps 

User Name 

Tim Koebbe 

Last Saved 

10/31/08 2:15 PM 

Inks 

Cyan 

Magenta 

Yellow 

Black 

Requirements for Design 

and Production 

Graphic professionals should refer to templates 

for exact placement, color palette and 

1 

additional specifics of layout. 

Printing Specifications 

• Preferred Printing: 4cp 

• Trim: 4” x 9 ”, 2-sided 

• Preferred Stock: 100# cover, 

silk or dull coated, with minimum 10% PCW 

(required for Green Seal Certification). 

• Varnish: Dull flood or gloss spot on 

images only. 

• Do not use UV coating.

Courtyard Brand Identity Standards Contents | Print Collateral | Rack Cards: Back 6.2 

RACK cards: back 

Rack Card Back Option A 

Rack Card Back Option B 

Rack card backs contain information 

about facilities available at or near 

the hotel. Specific amenities and hotel 

information are listed. 

Layout 

• Two layout options are provided. 

• The organic shape area is fixed. 

• The organic shape color should always 

match the color used on the front. 


• At-a-glance copy on back should be in 

the following order: 

1. Guest Room Amenities 

2. Facilities & Services 

3. Attractions 

4. Local Companies 

5. Directions 

Typography 

• Hotel name, locator and address 

Resources 







Goshen 



T 574.534.3133 

F 574.534.6929 












Exercise room • Golf and tennis nearby • Jogging trail 


lunch & dinner • Dinner delivery service available • Room 

service • Free parking • The Market, a 24/7 self-serve pantry 

Attractions 


zzriust ionsed • Euis augue tin eraesequip eugait • Nummolore 

delent luptatu eraessequat • Agna con henim at nisl ilisi • Bla 

amet inisi blam • Quat wis ametum duis nonum 






Directions 

Otet consed esequisit 

ut ipit vero od magna 

feugiam, vel ut velit 

nostie dolobor periure 

Is endre min eugaites 

veraessit iurem zerillan ent 

nostrud es tet, con exeril 

ut adionsed tet bam vero 

conse te dolorer ostrud 

magnisis alit augiamet velis 

eugait wisim. 



Goshen, IN 

Organic shape 

Hotel name, address 

& contact information 


At-a-glance subhead 

REFRESH YOuR 

BuSINESS At-a-glance ROuTINE. copy 

Tag line 

Map 

Directions 

Copyright information 


Goshen 



T 574.534.3133 

F 574.534.6929 











Outdoor pool and whirlpool • Indoor pool and whirlpool 

• Exercise room • Golf and tennis nearby • Jogging trail 


lunch & dinner • Dinner delivery service available • Room service 

• Free parking • The Market, a 24/7 self-serve pantry 

Attractions 

Met wis dignim dolese eugiam • Dolessectem illa corem zzriust 

ionsed • Euis augue tin eraesequip eugait • Nummolore delent 

luptatu eraessequat • Agna con henim at nisl ilisi • Bla amet 

inisi blam • Quat wis ametum duis nonum 





Directions 

Otet consed esequisit ut ipit vero od magna feugiam, vel ut 

velit nostie dolobor periure Is endre min eugaites veraessit 

iurem zerillan ent nostrud es tet, con exeril ut adionsed tet bam 

vero conse te dolorer ostrud magnisis alit augiamet velis eugait 

wisim. con exeril ut adionsed 



Courtyard by 

Goshen, IN 

REFRES 

BuSINE 

are black. 

• Subhead color should always 

match the accent color used on 

the organic shape. 

• At-a-glance copy is black. 

• Courtyard tag line, “It’S A NEW 

STAY. SM ” appears in the accent color. 

See template for placement on 



Pub — 








Info — 



Reader 

1 


map PP example_B&W.tif ..................Gray 863 ppi, 863 ppi 

CYBusinessOutdoor-194.tif .................CMYK 1071 ppi, 1071 ppi 

CYLobby-328.tif ..........................CMYK 1304 ppi 

cy_oc_rev.eps 

User Name 

Tim Koebbe 

Last Saved 

10/31/08 2:15 PM 

Inks 

Cyan 

Magenta 

Yellow 

Black 



Pub — 








Info — 



Reader 

1 

Placed Graphics 

CYBusinessOutdoor-194.tif 

CYLobby-328.tif ......... 

cy_oc_rev.eps 

each version. 

• Courtyard tag line appears in all caps. 

• Do not alter the font size.

Courtyard Brand Identity Standards Contents | Print Collateral | Rack Brochure: Front 6.3 

RACK brochure: front 

Rack brochures are used to showcase 

the hotel’s amenities and offerings. 

The photos and copy target the leisure 

and business traveler. The entire piece 

supports the brand positioning of 


Layout 








• The organic shape color is PMS 144. 

• The geometric stripe colors are PMS 

576 and PMS 376. 


Logo 


Work the way you want 





space, featuring free Wi-Fi, you can switch seamlessly 

from work to downtime and back. For a change 

of pace, simply change the scenery. We boast the 

largest number of stand-alone outdoor courtyards in 

the industry, as well as the most relaxation-friendly 

outdoor space. 

Refuel at The Market anytime of the day. It’s a 24/7 

haven for travelers who arrive late, work overtime or 

just need a quick pick-me-up. 





Typography 

Goshen 

• Headline colors are PMS 576 or PMS 


376 plus the same accent color used 

on the organic shape. 


a key word Guest in the Room Amenities headline. 




left corner. 

Resources 



T 574.534.3133 

F 574.534.6929 








radio • Remote-controlled cable TV • HBO • Telephone 

with message light and data port • Pute feu feugait 

iuscilit • Wis eu facilla facin ver iure • Et vullamet • Osto 

core volobore minissi 




nearby • Breakfast served daily • Restaurant serving 

breakfast, lunch & dinner • Dinner delivery service 

available • Room service • Free parking • The Market, a 

24/7 self-serve pantry 

Attractions 



zzriust ionsed • Euis augue tin eraesequip eugait • 


Nummolore delent luptatu eraessequat • Agna con 

henim at nisl ilisi • Bla amet inisi blam • Quametum 



Lockheed Martin (8M) • Kaiser Permanente (1/4M) • 


Defense Logistics Agency (4M) • Progressive Nursing 

(3M) • Mobil Oil (6M) • Washington Gas (3M) • Amtrak 

Autotrain (7M) 

Directions 

Otet consed esequisit ut ipit vero od magna feugiam, 

vel ut velit nostie dolobor periure Is endre min eugaites 

veraessit iurem zerillan ent nostrud es tet, con exeril ut 

adionsed tet bam vero conse te dolorer ostrud magnisis 

alit augiamet velis eugait wisim. con exeril ut adionsed 



Rack Brochure Front 


Goshen, IN 

REFRESH YOuR 

TRAVEL ROuTINE. 








• Trim: 11” x 8.5”, 2-sided — folds to 3.66” x 8.5” 


Hotel-specific information 

Organic shape 


Headline 


Primary photo 



• Preferred Stock: 100# text, silk or dull 

coated, with minimum 10% PCW (required 

for Green Seal Certification). 


images only. 


Courtyard Brand Identity Standards Contents | Print Collateral | Rack Brochure: Interior Spread 6.4 

RACK brochure: interior spread 

Rack Brochure Interior Spread Option A: Three Images 

Rack brochures are used to showcase 

the hotel’s amenities and offerings. 

The photos and copy target the leisure 

Typography 



Full color photos 


and business traveler. The entire piece 

on the ribbon. 

supports the brand positioning of 




Layout 

• Three layout options are provided. 







• The ribbon has been created from two 

organic shapes overlayed. It is used to 

separate photography and copy within 

a layout. 

• The ribbon colors are PMS 376 or PMS 

576 and PMS 144. 

• It is a fixed element and can not be 



• Subhead color should always match 

the accent color used on the ribbon. 

• Body copy color is black. 

Resources 





















Pub — 


Ad Caption Rack Brochure 


Trim 3.66 in x 8.5 in 




Info — 

Rack Brochure Interior Spread 

Option B: Two Images 















CYHallway-054_crop.tif ...................CMYK 750 ppi, -750 ppi 

CYPool-072.tif ............................CMYK 

967 ppi 

CYLobby-061.jpg .........................CMYK 600 ppi, -600 ppi 













User Name 

Tim Koebbe 

Last Saved 

10/31/08 2:11 PM 

Inks 

Cyan 

Magenta 

Yellow 

Black 

Rack Brochure Interior Spread 

Option C: One Image 

Subheads 

Body copy 

Headline 


altered in any way. 

File Name MARR_C0871_Rack Brochure_Mech.indd 


Reader 

1 










































































• Iron and ironing board

Courtyard Brand Identity Standards Contents | Print Collateral | Rack Brochure: Back 6.5 

RACK brochure: back 

Rack Brochure Back 

Rack brochure backs contain 

information about facilities at or near 

the hotel. Specific amenities and hotel 

information are listed. 

Layout 


Resources 







Goshen 



T 574.534.3133 

F 574.534.6929 



Courtyard Organic by Marriott® shape 

Goshen, IN 



• The organic shape area is fixed. 

• The organic shape color should always 

match the color used on the front. 


• At-a-glance copy on back should be in 

the following order: 





radio • Remote-controlled cable TV • HBO • Telephone 

with message light and data port • Pute feu feugait 

iuscilit • Wis eu facilla facin ver iure • Et vullamet • Osto 

core volobore minissi 


REFRESH YOuR 

BuSINESS ROuTINE. 

1. Guest Room Amenities 

2. Facilities & Services 

3. Attractions 

4. Local Companies 

5. Directions 

Typography 


are black. 






STAY. SM ” appears after last At-a-glance 

copy section. 


• Do not alter the font size. 

Work the way you want 




space, featuring free Wi-Fi, you can switch seamlessly 

from work to downtime and back. For a change 

of pace, simply change the scenery. We boast the 

largest number of stand-alone outdoor courtyards in 

the industry, as well as the most relaxation-friendly 

outdoor space. 

Refuel at The Market anytime of the day. It’s a 24/7 

haven for travelers who arrive late, work overtime or 

just need a quick pick-me-up. 




nearby • Breakfast served daily • Restaurant serving 

breakfast, lunch & dinner • Dinner delivery service 

available • Room service • Free parking • The Market, a 

24/7 self-serve pantry 

Attractions 


zzriust ionsed • Euis augue tin eraesequip eugait • 

Nummolore delent luptatu eraessequat • Agna con 

henim at nisl ilisi • Bla amet inisi blam • Quametum 


Lockheed Martin (8M) • Kaiser Permanente (1/4M) • 

Defense Logistics Agency (4M) • Progressive Nursing 

(3M) • Mobil Oil (6M) • Washington Gas (3M) • Amtrak 

Autotrain (7M) 

Directions 

Otet consed esequisit ut ipit vero od magna feugiam, 

vel ut velit nostie dolobor periure Is endre min eugaites 

veraessit iurem zerillan ent nostrud es tet, con exeril ut 

adionsed tet bam vero conse te dolorer ostrud magnisis 

alit augiamet velis eugait wisim. con exeril ut adionsed 




At-a-glance body copy 

Copyright information 

Tag line

Courtyard Brand Identity Standards Contents | Print Collateral | Meeting Planner Guide: Front 6.6 

meeting planner guide: front 

Meeting Planner Guide Front 

Meeting Planner Guides are custom pieces 

Typography 

Organic shape 

designed to present straightforward 

information for the meeting planner. 

They feature floorplans, capacity charts 

and information about the facilities. 



on the organic shape. 



Goshen, in 


Hotel-specific 

information 


Layout 









left corner. 

RefResh YouR 

Business Routine. 

Headline 

Geometric stripe 

Primary photo 


Resources 







• The geometric stripe colors are PMS 


576 and PMS 376. 





Logo 


















• Trim: 8.5”x11”, 2-sided. 

• Varnish: dull flood or gloss spot on 

images only. 



Goshen 

1930 Lincolnway east, Goshen, in 46526 

t 574.534.3133 f 574.534.6929 


courtyard.com/sBnGs 

Location 

Restaurants & Lounges 

TO 94 

In the heart of the downtown business Sweet Lorraine's, open daily for breakfast, 

METRO 

75 

AIRPORT 

Locationdistrict; connected by skywalk to the Restaurants GM lunch & Lounges and dinner • Sweet Lorraine's Café 

Location TO 94 

Guest In the Room heart Renaissance Amenities of the downtown Center business and adjacent to Attractions 

Sweet the Lorraine's, and Bar open for daily light for snacks, breakfast, lunch and dinner 

75 COMERICA 

METRO 

Magna alissit PARK 75 

Detroit People Mover Transit System • 30 

AIRPORT lum nulluptatum nullan utpat. 255 district; spacious connected guest rooms by skywalk with king to the or GM 2 GM lunch Renaissance and dinner Center • Sweet connected Lorraine's Café by skywalk • 

unt prat, susto commod Renaissance minutes Center from and Detroit adjacent Metropolitan to the Airport and Bar for light Nearby snacks, Attractions lunch and dinner 

75 COMERICA erostrud magna queen beds and 5 suites • All rooms with Cobo hall Convention Center (1/2M) • Joe 

PARK 

Courtyard by Marriott Detroit Downtown 


core coreet, veliquat dolore delessed magna large, GM Renaissance Center (connected by 

10 

minutes well‐lit from work 

Directions 

Detroit desk, Metropolitan ergonomic Airport chair, Louis Arena (1/2M) • Comerica Park (6BLKs) • 

375 

Nearby Attractions 

core min ea feum dolor sed te min henim 

skywalk) • Cobo Hall Convention Center 

individual climate control, AM/fM alarm ford 

333 East Jefferson 

Telephone: (313) 222-7700 

EAST 

From Detroit Metropolitan Airport: Take GM I-94 Renaissance 

field (7BLKs) 

(1/2M) Center 

• Greek 

• Joe (connected 

town entertainment 

Louis Arena by(1/2M) • 

quis duisit, 

Detroit, Michigan 48226 

Facsimile: 10 core diametuer augait, 

(313) 222-6509 375 

sequip JEFFERSON clock Directions radio • two dual‐line telephones 

East, exit Lodge Freeway/US 10 South. 

District skywalk) (1/2M) • Cobo Comerica 

• the Hall henry Convention Park (6BLKS) 

ford Center (nearby) 

• Ford 

• 

Field 

E. LARNED ST. AVENUE 

EAST 

with From voice Detroit mail 

Reservations: 1-800-321-2211 

Freeway Metropolitan • Remote‐controlled becomes Airport: Jefferson Take cable I-94 Avenue theater East. (1/2M) • District Joe (7BLKS) Louis (2M) Arena •• Greektown Casinos (1/2M) (2BLKs) • Entertainment District 

JEFFERSON 

COBO 

Meeting 

Marriott.com/DTWDC 

Facilities 

East, exit Courtyard Lodge Freeway/US is 1/2 mile 10 on South. the left. Comerica Park (1/2M) (6BLKS) • The • Ford Henry Field 


tV with in‐room pay movies, WebtV® and 

Ford (nearby) • Theater 

JOE LOUIS CENTER/ 

CIVIC CENTER RENAISSANCE Freeway becomes Jefferson Avenue East. (7BLKS) • Greektown 

district (2M) 

Entertainment 

• Casinos (2BLKS) 

District 

6,948 square feet ARENA of COBO total meeting space CENTER • sony Playstation® • Complimentary Wi‐fi 

Courtyard is 1/2 mile on the left. 

Local (1/2M) Companies • The Henry Ford (nearby) • Theater 

JOE LOUIS CENTER/DETROIT RIVER 

3,200 square‐foot ARENA 

CIVIC ballroom, CENTER RENAISSANCE dividing into high‐speed internet access • in‐room coffee General district (2M) Motors • Casinos hQ (connected (2BLKS) by skywalk) • 

CENTER 

four sections • 1,008‐square‐foot DETROIT RIVER skyline maker, hair dryer, iron and ironing board eDs (connected Local by Companies skywalk) • Compuware 

Room provides additional meeting space • 

General Motors HQ (connected by 

Location Meeting Facilities 


(1/4M) Local Companies 

• Comerica (1/4M) • Accenture (1/4M) • 

Floor Plans & Capacity Chart 

skywalk) • EDS (connected by skywalk) • 

TO 94 

foyer In the heart and Atrium of 6,948 the downtown square for gatherings feet business of total • in‐house meeting Sweet space Facilities Lorraine's, • & open Services daily for breakfast, 

Blue General Cross Motors Blue HQ 

METRO 

75 

Compuware 

shield (connected (2BLKs) by 

(1/4M) • Detroit 

Meeting Facilities 

Comerica (1/4M) • 

AIRPORT 

audiovisual district; connected by skywalk to the GM lunch and dinner • Sweet Lorraine's Café 

6,948 3,200-square-foot support 

feet 

• Wi‐fi 

of total 

high‐speed 



meeting ballroom, space dividing • indoor into pool, whirlpool, COURTYARD exercise BALLROOM room and edison, Ameritech Accenture (1M)(1/4M) • henry • Blue ford Cross health 

Renaissance Center and adjacent to the and Bar for light snacks, lunch and dinner 

Compuware (1/4M) • Comerica (1/4M) • Blue Shield 

75 COMERICA 

internet four sections • 1,008-square-foot Skyline 

PARK 

Detroit 

3,200-square-foot access 

People 

Room 

Mover 

provides 

Transit 

ballroom, 

System 

dividing 

additional 

• 30 

into tennis courts • Guest laundry and same‐day system Accenture (4M) (1/4M) (2BLKS) • Detroit • Blue • Detroit Medical Cross Edison, Blue Center Shield Ameritech (2 1/2M) 

COURTYARD BALLROOM 

(1M) • 

meeting space • 

minutes 

four 

from 

sections 

Detroit 

• 

Metropolitan 

1,008-square-foot 

Airport 

Skyline valet service • sundry shop and AtM • safedeposit 

boxes Center • Business (connected center by • seven 

Medical Center (2 1/2M) 

Foyer and Atrium available for gatherings Nearby Attractions 

(2BLKS) • Detroit Henry Edison, Ford Health Ameritech System (1M) (4M) • • Detroit 

Room provides additional meeting space • • 

In-house audiovisual support • Highspeed 

Internet access 

GM Renaissance it’S Henry A new Ford Health StAy 

Foyer and Atrium available for gatherings • 

SM System (4M) • Detroit 

10 

375 

Directions 


function rooms Afor up to B350 attendees Medical Center (2 1/2M) 



A 

B 

C 

D 

C 

D 

EAST 

From Detroit Metropolitan Airport: Take I-94 (1/2M) • Joe Louis Arena (1/2M) • 

JEFFERSON 

AVENUE 

East, exit Lodge Freeway/US 10 South. Comerica Park (6BLKS) • Ford Field 

E. LARNED ST. 

Freeway becomes Services Jefferson & Amenities Avenue East. (7BLKS) • Greektown Entertainment District 

COBO 

Courtyard Services is 1/2 mile on the left. 

(1/2M) • The Henry Ford (nearby) • Theater 


Indoor & Amenities pool, whirlpool, exercise room and 

ARENA 

CIVIC CENTER RENAISSANCE 

Indoor district (2M) • Casinos (2BLKS) 

CENTER 

tennis pool, whirlpool, courts • exercise Guest laundry room and 

For complete information, call 

sameday 

courts valet • Guest service laundry • Sundry and same- 

us direct at (313) 222-7700 or toll-free 

DETROIT RIVER 

tennis shop and ATM 

day valet • Safe-deposit service • Sundry boxes shop • Business and ATM Local center Companies • 

FOYER 

in the United States and Canada: 

• Safe-deposit Seven function boxes • rooms Business for center up to 350 General • 

FOYER 

Motors HQ (connected by 

1-800-353-8365. 


Floor Seven Plans & Capacity Chart 


6,948 square feet of total meeting space • 

attendees 

function rooms for up to 350 

attendees 

Compuware (1/4M) • Comerica (1/4M) • 

3,200-square-foot ballroom, dividing into 


Accenture (1/4M) • Blue Cross Blue Shield 

SKYLINE ROOM 

four sections • 1,008-square-foot Skyline 

Accommodations 

(2BLKS) • Detroit Edison, Ameritech (1M) • SKYLINE ROOM 

Room provides additional meeting space • Accommodations 

Henry Ford Health System (4M) • Detroit 

Foyer and Atrium available for gatherings • 255 spacious 

255 spacious 

guest rooms 

guest 

with 

rooms 

king 

with 

or 2 

king or 2 




A large, B well-lit C work D 

large, well-lit work desk, ergonomic desk, ergonomic chair, chair, 

queen queen beds and beds 5 suites and 5 • suites All rooms • All with rooms with 

individual climate control, AM/FM alarm 

ATRIUM 


ATRIUM 

B 

B A 

A 

Services & Amenities 

clock radio clock • radio Two dual-line • Two dual-line telephones telephones 

Indoor pool, whirlpool, exercise room and with voice with mail voice and mail data and ports data • Remotecontrollecontrolled 

cable TV cable with TV in-room with in-room pay 

ports • For Remote- 

complete information, call 

tennis courts • Guest laundry and sameday 

valet service • Sundry shop and ATM movies, movies, WebTV WebTV ® and Sony PlayStation in the United ® • States and Canada: 

® and Sony PlayStation ® • 

us pay direct at (313) 222-7700 or toll-free 

• Safe-deposit boxes • Business center • 

FOYER 

Complimentary Complimentary high-speed high-speed Internet Internet 1-800-353-8365. 

Seven function rooms for up to 350 

access access • In-room • In-room coffee maker, coffee hair maker, dryer, hair dryer, 

attendees 

iron and iron ironing and ironing board board 

SKYLINE ROOM 


Capacity Capacity 

255 spacious guest rooms with king or 2 

Dimensions Square 

Dimensions 

queen beds and 5 suites • All rooms with 

Dimensions Square Square School- Confer- School- Confer- 

Meeting Room 

(W x L x H) Footage Theater Meeting Schoolroom Room Conference U-Shape Reception Banquet 

large, well-lit work desk, ergonomic chair, 

Meeting 

(W 

Room 

x L x H) 

(W 

Footage 

x L x H) 

Theater 

Footage 

room 

Theater 

ence 

room 

U-Shape 

ence 

Reception 

U-Shape 

Banquet 

Reception Banquet 

individual climate control, AM/FM alarm Courtyard ATRIUM 

clock radio • Two dual-line telephones 

Ballroom 80x40B 

3,200 A Courtyard Ballroom 80x40 3,200 300 150 60 50 350 250 

300 Courtyard 150 Ballroom60 80x40 50 3,200 350 300 150250 

60 50 350 250 

with voice mail and data ports • Remotecontrolled 

cable TV with in-room pay 

B 40x20 800 80 40 30 24 70 60 

A 40x20 800 80 40 30 24 70 60 

Ballroom A 40x20 800 80 40A 30 40x20 24 800 7080 40 60 30 24 70 60 

movies, WebTV ® Ballroom B 40x20 800 80 40 30 24 70 60 

and Sony PlayStation ® • 

B 40x20 800 80 40 30 24 70 60 

C 40x20 800 70 30 25 15 60 50 

Complimentary high-speed Internet 

Ballroom C 40x20 800 70 30C 25 40x20 15 800 6070 30 50 25 15 60 50 

access • In-room coffee maker, hair dryer, 

D 40x20 800 80 40 30 24 70 60 

Ballroom D 40x20 800 80 40 30 24 70 60 

iron and ironing board 

D 40x20 800 80 40 30 24 70 60 

Foyer 59x25 1,475 – – – – – – 

Foyer 59x25 1,475 ‐ Foyer ‐ ‐ 59x25 ‐ 1,475 ‐ – – ‐ – – – – 

Skyline Room A 37x32 1,184 80 52 36 30 100 60 

Skyline Room A 37x32 1,184 80 Capacity Skyline 52 Room A 36 37x32 30 1,184 10080 52 60 36 30 100 60 

Skyline Room B 21x39 819 – – 10 – 20 30 

Dimensions Square School- Confer- 

Skyline Room B 21x39 819 ‐ Skyline ‐ Room B 10 21x39 ‐ 819 20– – 30 10 – 20 30 

Meeting Room (W x L x H) Footage Theater room Atrium ence U-Shape Reception 55x23 Banquet 1,265 80 – – – 150 120 

Atrium 55x23 1,265 80 Atrium ‐ ‐ 55x23 ‐ 1,265 15080 – 120 – – 150 120 

Courtyard Ballroom 80x40 3,200 300 150 60 50 350 250 

A 40x20 800 80 40 30 24 70 60 

B 40x20 800 80 40 30 24 70 60 

C 40x20 800 70 30 25 15 60 50 

D 40x20 800 80 40 30 24 70 60 

Foyer 59x25 1,475 – – – – – – 



Atrium 55x23 1,265 80 – – – 150 120 

FWY. 

FISHER 

HWY. 

FISHER 

HWY. 

Courtyard Brand Identity Standards Contents | Print Collateral | Meeting Planner Guide: Back 6.7 

meeting planner guide: back 

Meeting Planner Guide Back Option A: Two Images 

Meeting Planner Guides are custom pieces 

designed to present straightforward 

information for the meeting planner. 

They feature floorplans, capacity charts 

and information about the facilities. 

Layout 








• The ribbon has been created from two 

organic shapes overlayed. It is used to 

separate photography and copy within 

a layout. 

• The ribbon colors are PMS 376 or PMS 

576 and PMS 144. 

• It is a fixed element and cannot be 

altered in any way. 

Logo 


• Logo color is black. 




Typography 


are black. 








TO 94 

STAY. SM METRO 

AIRPORT 

” appears after last At-a-glance 

75 COMERICA 

PARK 

10 

copy section. 

EAST 


▲ 

N 

★ 

COBO 


ARENA 

CIVIC CENTER 

• Courtyard tag line color is PMS 144. DETROIT RIVER 




Resources 








Telephone: (313) 222-7700 



Facsimile: (313) 222-6509 

Courtyard 333 East by Marriott® Jefferson 

Telephone: Reservations: (313) 222-7700 1-800-321-2211 

Goshen Detroit, Michigan 48226 

Facsimile: Marriott.com/DTWDC 

(313) 222-6509 

1930 Lincolnway east, Goshen, in 46526 Reservations: 1-800-321-2211 

t 574.534.3133 f 574.534.6929 



courtyard.com/sBnGs 

Location 


TO 94 

In the heart of the downtown business Sweet Lorraine's, open daily for breakfast, 

METRO 

75 

AIRPORT 

Locationdistrict; connected by skywalk to the Restaurants GM lunch & Lounges and dinner • Sweet Lorraine's Café 

Location TO 94 

Guest In the Room heart Renaissance Amenities of the downtown Center business and adjacent to Attractions 

Sweet the Lorraine's, and Bar open for daily light for snacks, breakfast, lunch and dinner 

75 COMERICA 

METRO 

Magna alissit PARK 75 


AIRPORT lum nulluptatum nullan utpat. 255 district; spacious connected guest rooms by skywalk with king to the or GM 2 GM lunch Renaissance and dinner Center • Sweet connected Lorraine's Café by skywalk • 

unt prat, susto commod Renaissance minutes Center from and Detroit adjacent Metropolitan to the Airport and Bar for light Nearby snacks, Attractions lunch and dinner 

75 COMERICA erostrud magna queen beds and 5 suites • All rooms with Cobo hall Convention Center (1/2M) • Joe 

PARK 



core coreet, veliquat dolore delessed magna large, GM Renaissance Center (connected by 

10 

minutes well‐lit from work 

Directions 

Detroit desk, Metropolitan ergonomic Airport chair, Louis Arena (1/2M) • Comerica Park (6BLKs) • 

375 

Nearby Attractions 

core min ea feum dolor sed te min henim 


individual climate control, AM/fM alarm ford field (7BLKs) • Greek town entertainment 

Telephone: (313) 222-7700 

EAST 

From Detroit Metropolitan Airport: Take GM I-94 Renaissance (1/2M) Center • Joe (connected Louis Arena by(1/2M) • 

quis duisit, 

Facsimile: 10 core diametuer augait, 

(313) 222-6509 375 

sequip JEFFERSON clock Directions radio • two dual‐line telephones District 

East, exit Lodge Freeway/US 10 South. skywalk) (1/2M) • Cobo • the 

Comerica Hall henry Convention ford 

Park (6BLKS) Center (nearby) • 

• Ford Field 


▲ EAST 

with From voice Detroit mail 


Freeway Metropolitan • Remote‐controlled becomes Airport: Jefferson Take cable I-94 Avenue theater East. (1/2M) • District Joe (7BLKS) Louis (2M) Arena •• Greektown Casinos (1/2M) (2BLKs) • Entertainment District 

N 

JEFFERSON ★ 

COBO 

Meeting 


Facilities 

East, exit Courtyard Lodge Freeway/US is 1/2 mile 10 on South. the left. Comerica Park (1/2M) (6BLKS) • The • Ford Henry Field 


tV with in‐room pay movies, WebtV® and 

Ford (nearby) • Theater 

▲ JOE LOUIS CENTER/ 

CIVIC CENTER RENAISSANCE Freeway becomes Jefferson Avenue East. (7BLKS) • Greektown 

district (2M) 

Entertainment 

• Casinos (2BLKS) 

District 

6,948 N square feet ARENA of COBO total meeting ★ space CENTER • sony Playstation® • Complimentary Wi‐fi 

Courtyard is 1/2 mile on the left. 

Local (1/2M) Companies • The Henry Ford (nearby) • Theater 

JOE LOUIS CENTER/DETROIT RIVER 

3,200 square‐foot ARENA 

CIVIC ballroom, CENTER RENAISSANCE dividing into high‐speed internet access • in‐room coffee General district (2M) Motors • Casinos hQ (connected (2BLKS) by skywalk) • 

CENTER 

four sections • 1,008‐square‐foot DETROIT RIVER skyline maker, hair dryer, iron and ironing board eDs (connected Local by Companies skywalk) • Compuware 

Room provides additional meeting space • 

General Motors HQ (connected by 

Location Meeting Facilities 


(1/4M) Local Companies 

• Comerica (1/4M) • Accenture (1/4M) • 



foyer In the heart and Atrium of 6,948 the downtown square for gatherings feet business of total • in‐house meeting Sweet space Facilities Lorraine's, • & open Services daily for breakfast, 

Blue General Cross Motors Blue HQ shield (connected (2BLKs) by • Detroit 

75 


Compuware (1/4M) Comerica (1/4M) • 

audiovisual district; connected 3,200-square-foot by skywalk to ballroom, the GM dividing lunch into and dinner • Sweet Lorraine's Café 

6,948 support 

feet 

• Wi‐fi 

of total 

high‐speed 



meeting space • indoor pool, whirlpool, COURTYARD exercise BALLROOM room and edison, Ameritech Accenture (1M)(1/4M) • henry • Blue ford Cross health 

Renaissance four Center sections and adjacent • 1,008-square-foot to the and Skyline Bar for light snacks, lunch and dinner 

Compuware (1/4M) • Comerica (1/4M) • Blue Shield 

internet 

Detroit 

3,200-square-foot access 

People 

Room 

Mover 

provides 

Transit 

ballroom, 

System 

dividing 

additional 

• 30 

into tennis courts • Guest laundry and same‐day system Accenture (4M) (1/4M) (2BLKS) • Detroit • Blue • Detroit Medical Cross Edison, Blue Center Shield Ameritech (2 1/2M) 


(1M) • 

meeting space • 

minutes 

four 

from 

sections 

Detroit 

• 

Metropolitan 

1,008-square-foot 

Airport 

Skyline valet service • sundry shop and AtM • safedeposit 

boxes Center • Business (connected center by • seven 


Foyer and Atrium available for gatherings Nearby Attractions 

(2BLKS) • Detroit Henry Edison, Ford Health Ameritech System (1M) (4M) • • Detroit 

Room provides additional meeting space • • 



GM Renaissance IT’S Henry A NEW Ford Health STAY. 

Foyer and Atrium available for gatherings • 

SM System (4M) • Detroit 

375 

Directions 


function rooms Afor up to B350 attendees Medical Center (2 1/2M) 



A 

B 

C 

D 

C 

D 

From Detroit Metropolitan Airport: Take I-94 (1/2M) • Joe Louis Arena (1/2M) • 

JEFFERSON 

East, exit Lodge Freeway/US 10 South. Comerica Park (6BLKS) • Ford Field 

Freeway becomes Services Jefferson & Amenities Avenue East. (7BLKS) • Greektown Entertainment District 

Courtyard Services is Indoor 1/2 & mile Amenities pool, on the whirlpool, left. exercise (1/2M) room and • The Henry Ford (nearby) • Theater 


RENAISSANCE 

Indoor district (2M) • Casinos (2BLKS) 

CENTER 

tennis pool, whirlpool, courts • exercise Guest laundry room and 

For complete sameday 

courts valet • Guest service laundry • Sundry and same- 

us direct at 

us information, direct (313) call 222-7700 or toll-free 

tennis shop and ATM 

in (313) the 222-7700 United States or toll-free and Canada: 

day valet • Safe-deposit service • Sundry boxes shop • Business and ATM Local center Companies • 

FOYER 

in the United 

1-800-353-8365. 

States and Canada: 

• Safe-deposit Seven function boxes • rooms Business for center up to 350 General • 

FOYER 

Motors HQ (connected by 

1-800-353-8365. 

Floor Seven Plans & Capacity Chart 


6,948 square feet of total meeting space • 

attendees 

function rooms for up to 350 

attendees 

Compuware (1/4M) • Comerica (1/4M) • 

3,200-square-foot ballroom, dividing into 


Accenture (1/4M) • Blue Cross Blue Shield 

SKYLINE ROOM 

four sections • 1,008-square-foot Skyline 


(2BLKS) • Detroit Edison, Ameritech (1M) • SKYLINE ROOM 

Room provides additional meeting space • Accommodations 

Henry Ford Health System (4M) • Detroit 

Foyer and Atrium available for gatherings • 255 spacious 

255 spacious 

guest rooms 

guest 

with 

rooms 

king 

with 

or 2 

king or 2 




A large, B well-lit C work D 

large, well-lit work desk, ergonomic desk, ergonomic chair, chair, 

queen queen beds and beds 5 suites and 5 • suites All rooms • All with rooms with 


ATRIUM 


ATRIUM 

B 

B A 

A 

Services & Amenities 

clock radio clock • radio Two dual-line • Two dual-line telephones telephones 

Indoor pool, whirlpool, exercise room and with voice with mail voice and mail data and ports data • Remotecontrollecontrolled 

cable TV cable with TV in-room with in-room pay 

ports • For Remote- 

complete information, call 

tennis courts • Guest laundry and sameday 

valet service • Sundry shop and ATM movies, movies, WebTV WebTV ® and Sony PlayStation in the United ® • States and Canada: 

® and Sony PlayStation ® • 

us pay direct at (313) 222-7700 or toll-free 

• Safe-deposit boxes • Business center • 

FOYER 

Complimentary Complimentary high-speed high-speed Internet Internet 1-800-353-8365. 

Seven function rooms for up to 350 

access access • In-room • In-room coffee maker, coffee hair maker, dryer, hair dryer, 

attendees 

iron and iron ironing and ironing board board 

SKYLINE ROOM 


Capacity Capacity 

255 spacious guest rooms with king or 2 

Dimensions Square 

Dimensions 

queen beds and 5 suites • All rooms with 

Dimensions Square Square School- Confer- School- Confer- 

Meeting Room 

(W x L x H) Footage Theater Meeting Schoolroom Room Conference U-Shape Reception Banquet 

large, well-lit work desk, ergonomic chair, 

Meeting 

(W 

Room 

x L x H) 

(W 

Footage 

x L x H) 

Theater 

Footage 

room 

Theater 

ence 

room 

U-Shape 

ence 

Reception 

U-Shape 

Banquet 

Reception Banquet 

individual climate control, AM/FM alarm Courtyard ATRIUM 

clock radio • Two dual-line telephones 

Ballroom 80x40B 

3,200 A Courtyard Ballroom 80x40 3,200 300 150 60 50 350 250 

300 Courtyard 150 Ballroom60 80x40 50 3,200 350 300 150250 

60 50 350 250 

with voice mail and data ports • Remotecontrolled 

cable TV with in-room pay 

B 40x20 800 80 40 30 24 70 60 

A 40x20 800 80 40 30 24 70 60 

Ballroom A 40x20 800 80 40A 30 40x20 24 800 7080 40 60 30 24 70 60 

movies, WebTV ® Ballroom B 40x20 800 80 40 30 24 70 60 

and Sony PlayStation ® • 

B 40x20 800 80 40 30 24 70 60 

C 40x20 800 70 30 25 15 60 50 

Complimentary high-speed Internet 

Ballroom C 40x20 800 70 30C 25 40x20 15 800 6070 30 50 25 15 60 50 

access • In-room coffee maker, hair dryer, 

D 40x20 800 80 40 30 24 70 60 

Ballroom D 40x20 800 80 40 30 24 70 60 

iron and ironing board 

D 40x20 800 80 40 30 24 70 60 

Foyer 59x25 1,475 – – – – – – 

Foyer 59x25 1,475 ‐ Foyer ‐ ‐ 59x25 ‐ 1,475 ‐ – – ‐ – – – – 


Skyline Room A 37x32 1,184 80 Capacity Skyline 52 Room A 36 37x32 30 1,184 10080 52 60 36 30 100 60 


Dimensions Square School- Confer- 

Skyline Room B 21x39 819 ‐ Skyline ‐ Room B 10 21x39 ‐ 819 20– – 30 10 – 20 30 

Meeting Room (W x L x H) Footage Theater room Atrium ence U-Shape Reception 55x23 Banquet 1,265 80 – – – 150 120 

Atrium 55x23 1,265 80 Atrium ‐ ‐ 55x23 ‐ 1,265 15080 – 120 – – 150 120 

Courtyard Ballroom 80x40 3,200 300 150 60 50 350 250 

A 40x20 800 80 40 30 24 70 60 

B 40x20 800 80 40 30 24 70 60 

C 40x20 800 70 30 25 15 60 50 

D 40x20 800 80 40 30 24 70 60 

Foyer 59x25 1,475 – – – – – – 



Atrium 55x23 1,265 80 – – – 150 120 

LODGE 

WOODWARD 

AVE. 

MICHIGAN AVE. 

FWY. 

▲ 

N 

FISHER 

HWY. 

LODGE 

MICHIGAN AVE. 

GRATIOT 

AVE. 

WOODWARD 

AVE. 

GRATIOT 

AVE. 

★ 

LODGE 


MICHIGAN AVE. 

FWY. 

LODGE 

WOODWARD 

AVE. 

WOODWARD 

AVE. 

MICHIGAN AVE. 

FWY. 

FISHER 

HWY. 

FISHER 

HWY. 

GRATIOT 

AVE. 

GRATIOT 

AVE. 

Meeting Planner Guide Back Option B: One Image 



Telephone: (313) 222-7700 



Facsimile: (313) 222-6509 


Telephone: Reservations: (313) 222-7700 1-800-321-2211 


Facsimile: Marriott.com/DTWDC 

(313) 222-6509 



▲ 

N 

LODGE 

MICHIGAN AVE. 

▲ 

N 

FWY. 

LODGE 

WOODWARD 

AVE. 

WOODWARD 

AVE. 

MICHIGAN AVE. 

FWY. 

FISHER 

HWY. 

GRATIOT 

AVE. 

★ 

GRATIOT 

AVE. 

★ 

MGD&PS CYPP040272 ©2004 Marriott International, Inc. 


us direct at (313) 222-7700 or toll-free 

in the United States and Canada: 

1-800-353-8365. 









Full color photo 





At-a-glance copy 

Tag line 

Floorplan renderings 

Capacity chart 

Copyright information

Courtyard Brand Identity Standards Contents | Print Collateral | Brand Folder 6.8 

brand folder 

Brand Folder Front 

Brand Folder Back 

The Brand Presentation Folder 

is used for Courtyard hotels 

• Do not alter the logo in 

any way. 


only. The folder can be ordered 

from AS Hospitality at 877-511- 

8488. 

Typography 

• Headline color is PMS 376. 

• Headline size and placement 

Organic shape 

Layout 


are fixed. 

• URL is reversed out on 


• The organic shapes and 

back side. 

geometric stripes are fixed. 

• The organic shape color 

• Courtyard tag line, “It’S A 

NEW STAY. SM ” is PMS 376. 

It’s a new stay. sM 

Tag line 

is orange. 



• Inside pocket color is PMS 144. 


Logo 

Resources 





courtyard.com 



URL 

courtyard.com 



Brand Folder Inside 


• Refer to template for 

instructions on size and 

placement of logo. 



Graphic professionals should refer 

to templates for exact placement, 

color palette and additional 

specifics of layout. 


• Preferred Printing: 3 PMS colors 

(PMS 576, 376, 144) 

• Trim: 9”x12”. 

• Preferred Stock: 12pt. c2s with 

10% PCW (required for Green 

Seal Certification). 

• Varnish: overall satin aqueous 

or varnish 

• Do not use UV coating. 

Accent color pockets 

Business card slits 

courtyard.com

ADVERTISING 7.0 

The advertising standards help create communications that address 

the vast range of field needs while fully leveraging the Courtyard 

Brand Voice. 

7.1 Advertising Elements 

7.1.1 Advertising Copy 

7.1.2 Organic Ribbon 

7.1.3 Organic Ribbon: Size & Placement 

7.1.4 Inset Images 

7.2 Advertising Formats 

7.2.1 Full Page Ad: Vertical Image 

7.2.2 Full Page Ad: Horizontal Image 

7.2.3 Two-Page Spread 

7.2.4 Half Page Horizontal Ad 

7.2.5 Quarter Page Vertical Ad 

7.2.6 Quarter Page Horizontal Ad 

7.2.7 Extreme Vertical Ad 

7.2.8 Small Space Ad 

7.3 Advertising Options 

7.3.1 Cluster Ad Options 

7.3.2 Partnership Ad Options

Courtyard Brand Identity Standards Contents | Advertising | Advertising Elelments 7.1 

Advertising elements 

Photography 

White Space 

Photography is a key element of 

The print ads intentionally incorporate a 

marketing. To communicate the 

large amount of white space. The white 

Courtyard Brand Voice, photography 

should reinforce the brand strategy 


space contributes to simplicity and 

legibility while making it more inviting to 

the reader. 


Organic ribbon 

To further communicate the idea of 

Business Unusual, the photographic 

style must break out of the traditional 

business hotel category. The Courtyard 

photographic style and content should 

epitomize the Optimistic Achievers’ need 

to make the most of themselves and of 

their time on the road. 

• Photography can be in full color 

or black and white depending on 

publication requirements. 

White Space Elements 

The following elements are contained 

within the white space: 

• Headline 

• Body copy 

• Offer 

• Rate 

• Call to action 

• Logo with tag line 

• Property information 

• Terms & Conditions (if offer is 

mentioned) 



Iquamcor sumsan velesse volor inis nis numsan 

hendrero con henit ipis exer si tet lor in ut praessenibh 

ex er sum zzril el ut vel dolore venismodit lobore 

venibh esto do od magnim veriusc ipsustis eros autpat 

at. Lummy nummy nulput dolent ad magnim dipis adEl 

ent nostrud ea accum volent ing ero do commodit 

nulla alit lobor alisciduisim iuscin hendit volorpe 









Headline 

Body copy 

Offer 

Rate 

Call to action 

Courtyard photos are on-strategy if they 

use one or more of these techniques: 

• Dynamic camera angles. 

• Interesting composition. 

• Unique and unexpected settings. 

• Showcase touches of green 

and orange. 

Resources 





Photography Overview: section 2.5 


FULL PAGE: VERTICAL IMAGE 




T 954.342.8333 F 954.342.8555 

courtyard.com/xxxxx 

IT’S A NEW STAY.® STAY. 








Property information 

Logo with tag line 

Terms & Conditions 

• Capture the guest’s personality 

and individuality.


















T 954.342.8333 F 954.342.8555 









Courtyard Brand Identity Standards Contents | Advertising | Advertising Copy 7.1.1 

Advertising Copy 

WRITING RECOMMENDATIONS 

FORMATTING RECOMMENDATIONS 

Offer 

Headlines 

Headlines are meant to be compelling 

and draw the reader’s attention. In 

addition, the headlines should: 

• Partner with the photography to tell a 

complete story. 

• Add depth and context to 

the photography. 

Refer to the templates for information on 

positioning of copy block contents. 

Headlines 

• Font is Gotham Rounded Book. 

• Font size is 10 - 16pt. Refer to 

appropriate ad size guidelines for 

specific sizes. 

• Leading is 21pt. Refer to appropriate ad 

• Font is Gotham Rounded Book and 

Gotham Rounded Bold. 

• Font size is 9pt. 

• Leading is 14pt. 

• Copy is sentence case. 

• First line of offer is PMS 144. 

• All other lines of offer are PMS 576. 

• Alignment is flush left, rag right. 



• Communicate the product or service 

size guidelines for specific sizes. 

Resources 


benefit in terms of how it helps guests 

• Headlines are all upper case. 


make the most of their time on 

• Color is PMS 576. 


the road. 

• One word is called out in PMS 144. 


• Use fresh, inviting language 



that conveys the core idea of 

• Maximum length is two lines. (When 




more than one line, the copy should 


• Be clever and concise. 

break where a pause might occur when 

Copy 

spoken.) 

The copy sells unique features of 

the brand or property. With each ad, 

provide concrete facts that reinforce the 

Copy 

• Font is Gotham Rounded Book. 

• Font size is 8 - 9pt. Refer to appropriate 

Headline 




outstanding service Courtyard provides. 

These facts should tie directly into the 

bigger story that Courtyard is the hotel 

that takes a refreshing approach to 

business travel. 

Offer 

Visually separate from the copy, the offer 

is a concise summary of a time-sensitive 

promotion. The explanation should briefly 

ad size guidelines for specific sizes. 

• Leading is 11 - 15pt. Refer to appropriate 

ad size guidelines for specific sizes. 


• Avoid hyphenation. 

• Color is black. 


Body copy 

Offer 

Rate 

Call to action 















outline the details of the offer.

Courtyard Brand Identity Standards Contents | Advertising | Organic Ribbon 7.1.2 


The organic ribbon appears in every 

Courtyard advertisement. It is derived 

from two overlaid organic shapes. It is 

an element used to separate the primary 

visual and copy within a layout. 

Sizing 

The organic ribbon may be be scaled 

proportionately with the ad size. 

Depending on the layout, use the 

horizontal or vertical organic ribbon. 

• There is no maximum size restriction. 

• The organic ribbon cannot be smaller 

than 3” wide. 

• If an ad is smaller than 3”, scale the 

organic ribbon to 3” then follow the 

60/40 rule for placement. 

Color 

The organic ribbon is composed of two 

colors: PMS 144 and PMS 576. The green 

portion is always placed on the shorter 

side closest to the logo. 

Resources 







Horizontal Organic Ribbon 

Vertical Organic Ribbon 

PMS 144 

PMS 576 

Minimum Sizing 

60% 40% 

RECHARGE WHILE 

YOU WORK 

Uptatue ea consecte 

modoles tionulput praesse 

quatin ullaore magna To 

odit ut nim quam, veliqui 

smolobore vero deliqui 

ero exeratum vendip ea 

facidunt praessim in utem 

in ulla conse eumsand 

rerilisim irilit amet la aut 

alisisc illandrem num ilit, 

Digna faciduipit venisl 


For more information or 

to make reservations, 

call XXX.XXX.XXXX or 

visit courtyard.com/XXXXX. 

IT’S A NEW STAY. STAY.® 



400 Gulf Stream Way 

Dania Beach, FL 33004 

T 954.342.8333 F 954.342.8555 


Lore commod te feuissit nostrud tet ver sissim 

autet, quat. Ut lore erit en to upin frnulla facip 

illum alismol bortio dui blam veliquis am niam 

veliquam zzriliquat. Ut iuscing. Lore commod. 

Ad Width 2” 

Organic ribbon width 3”












Courtyard Brand Identity Standards Contents | Advertising | Organic Ribbon: Size & Placement 7.1.3 

Organic Ribbon: Size & Placement 

The organic ribbon is used to separate 

the primary visual and copy within a 

layout. For placement, use the following 

60/40 Rule 

60/40 rule: 



• Based on the organic ribbon center 

point, divide the page so that 40% is 

allocated to photography and 60% is 

allocated to white space. 

• When scaled to the page width or 

40% 

60% 















height, the orange section will account 

Organic Ribbon Center Point 


for 60% and the green section will 

account for 40%. 




Exception 

For two-page spreads, divide the page 

as follows: 60% for photography, 40% for 

white space. 











60% 

40% 




T 954.342.8333 F 954.342.8555 



Resources 





T 954.342.8333 F 954.342.8555 


40% 


60% 





60% 40% 

Verbal Identity: section 3.0

Courtyard Brand Identity Standards Contents | Advertising | Inset Images 7.1.4 

Inset Images 

The inset image is an option for 

properties to highlight specific features 

and amenities. 

• Inset images may only appear in full 

page or larger ads. 

• Each ad may contain a maximum of 

one inset photo. 

Choosing an Inset Image 

The inset image should complement the 

main photo. Photos should: 

• Highlight a specific feature, amenity or 

location in a dynamic way. 

• Feel as if it’s part of the overall story or 

tone of the ad. 

• Use high-resolution images and 

modern/current subject matter. 

Formatting 

• Image is placed flush left, aligning with 

the margin in the main content area. 

• Image is positioned below call to 

action. 

• Refer to templates for more specifics 

on placement. 

Resources 

















For more information or to make reservations, 

call XXX.XXX.XXXX or visit courtyard.com/XXXXX. 




T 954.342.8333 F 954.342.8555 

courtyard.com/xxxxx IT’S A NEW STAY.® STAY. 





Example of full-page ad with inset image 

Examples of inset images



















T 954.342.8333 F 954.342.8555 



























T 954.342.8333 F 954.342.8555 









Courtyard Brand Identity Standards Contents | Advertising | Full Page Ad: Vertical Image 7.2.1 

full page ad: vertical image 

Margin = .375” 

Photography Placement 


Margins/Spacing 

• White space is approximately 60% of 

Margin = 2” 

hotel’s accommodations and amenities. 

Include experiential photos that depict 

ad width. 

• Margins are 2” from top, .25” from 



the Optimistic Achiever’s need to make 

the most of themselves and their time 

on the road. 

• Photo occupies approximately 40% of 

ad width. 

• Photo is positioned on the left of 

the ad. 

• Photo bleeds on top, bottom and left 

side of ad. 

bottom and .375” from right. No bleed 

version has .375” margin on the left side. 

• Follow sample templates for exact 

placement of headline, body copy, 

offer, rate and call to action. 

Logo 

• Use logo with tag line lock-up. 

• Do not alter logo in any way. 
















Copy 

• Main copy elements are flush left, 

rag right. 

• Headline color is PMS 576 with one 

word called out in PMS 144. 

• Body copy is black. 

• Offer font size and placement are fixed. 

• Rate and offer are optional. 

• First line of offer is PMS 144. All other 

Resources 











T 954.342.8333 F 954.342.8555 











lines of offer are PMS 576. 

• Rate is PMS 144. 





• Address and contact information 

are black. 

• Property information is flush right, 

rag left. 

• Terms & Conditions are black. 

• Terms & Conditions are justified right 

and left. 

FULL PAGE: VERTICAL IMAGE WITH INSET PHOTO 

Full page ad: vertical image 

with inset image 

FULL PAGE: VERTICAL IMAGE WITH NO BLEED 


with no bleed











call XXX.XXX.XXXX or visit courtyard.com/XXXXX. 




T 954.342.8333 F 954.342.8555 






















T 954.342.8333 F 954.342.8555 






Courtyard Brand Identity Standards Contents | Advertising | Full Page Ad: Horizontal Image 7.2.2 

full page ad: horizontal image 









on the road. 


ad height. 

• Photo is positioned on the top of 

the ad. 

• Photo bleeds on top, left and right sides 

of ad. 

Copy 


rag right. 










are black. 


rag left. 



and left. 



ad width and height. 

• Margins are .25” from bottom and 

.375” from left and right. No bleed 

version has .25” margin on the top. 




Logo 



Resources 























T 954.342.8333 F 954.342.8555 








Full page ad: horizontal image 

with inset image 


Full page ad: horizontal image 

with no bleed 

Margin = .25”

Adio consequat verit lor summoloreet am nosto et 

laorpercin enit dolortin essectem veniametuer ad 

delessectet, susciduis nullamc onsequi euis et ea 

augiamc onsequiscil irit endiatem acinci bla facillan 

ea facilisis alisseq uatumsa ndreetum aciliquating 

eriuremIgna facidui te voloreet nostrud min vel ulla 

feu faccum ipsustrud tisi blan ulla faccumsan volorper 










Goshen 


T 574.534.3133 F 574.534.6929 


Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip illum alismol bortio dui blam veliquis am niam veliquam 

zzriliquat. Ut iuscing. Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip illum alismol bortio dui blam 

veliquis am niam veliquam zzriliquat. Ut iuscing. Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip illum 

alismol bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing. Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to 

upin frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing. 






Courtyard Brand Identity Standards Contents | Advertising | Two-Page Spread 7.2.3 

two-page spread 





Margin = 2” 



ad width. 


• Margins are 2” from top, .25” from 


bottom and .375” from right. No bleed 


on the road. 

version has .375” margin on the left side 

of the left page. 

A REFRESHING BREAK 

FROM YOUR BUSINESS ROUTINE. 

Uptat. Putpatem incil exerit velessit, sed tat wisit atin 

ulla at vel et nos nis nibh eugue modo cor adionsectet 


ad width. 


the ad. 


side of ad. 




Logo 



ad magnit, commy nullaore con eum quat, ver aliquam 

zzrit vullaore faccum eugueros elisl dolortie vel 

ero consequam ing et, secte con vendre dunt lam 

aliquatuero dolorpe rciduip euisi et prat, conumsandre 

faci bla feugait aliquat, sum dolobore facilis alit nit 

lortie vulputat vendrem autpati ncidunt wis nos nim 

at. Ut wisit dolortie dion ulput wis nulput volor iurem 

digniat nulputpat. Incipsu msandigna facing ex et am 

nos elent acil do eraessim zzriure te dit in enit atieHent 

lutpat. Iqui tet, core tis bla consecte doloreet ip exero 

coreet nulla con ullaore min utatuer sum dolore 








Copy 


rag right. 






Resources 







TWO PAGE SPREAD: VERTICAL IMAGE 








T 954.342.8333 F 954.342.8555 

courtyard.com/xxxxx IT’S IT’S A NEW STAY.® 

STAY. 






are black. 


rag left. 

TWO PAGE SPREAD: VERTICAL IMAGE WITH NO BLEED 

Two-page spread with no bleed 



and left.

IT’S A NEW STAY. 

Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip illum alismol 

bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing. Lore commod te feuissit nostrud tet ver 

sissim autet, quat. Ut lore erit en to upin frnulla facip illum alismol bortio dui blam veliquis am niam veliqua. 

Courtyard Brand Identity Standards Contents | Advertising | Half Page Horizontal Ad 7.2.4 

half page horizontal ad 





Margin = .1875” 





on the road. 


ad width. 

• Margins are .75” from top, .25” from 

bottom and .1875” from right. No 

bleed version has .1875” margin on the 

left side. 


A REFRESHING BREAK FROM 

YOUR BUSINESS ROUTINE 

Alisi er adiam quat autpatio eugue magnis nos dolummo dolobore. 

Heniam ver at. Ut accummy nim exeriure veliquat. Riliquismod tatio 

conse verilla feuip et, si. Igna ad mod erat ipisi tem vendionsecte 

consequi etum quat utatue dolortio consequamet ipit lutem irit 

luptatisl dolor sum nibh eu facilit essi. Na aut autat lutat ulla feum zzrilit 


ad width. 



Ure commolo borper sectet wissim 


the ad. 


side of ad. 

Copy 


rag right. 











Logo 



Resources 







HALF PAGE HORIZONTAL AD WITH NO BLEED 

Half page horizontal with no bleed 

velisit la aut nismodipsum vent aliquis 





Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip illum alismol 

bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing. Lore commod te feuissit nostrud tet ver 

sissim autet, quat. Ut lore erit en to upin frnulla facip illum alismol bortio dui blam veliquis am niam veliqua. 

HALF PAGE HORIZONTAL AD 



Alisi er adiam quat autpatio eugue magnis nos dolummo dolobore. 

Heniam ver at. Ut accummy nim exeriure veliquat. Riliquismod tatio 

conse verilla feuip et, si. Igna ad mod erat ipisi tem vendionsecte 

consequi etum quat utatue dolortio consequamet ipit lutem irit 

luptatisl dolor sum nibh eu facilit essi. Na aut autat lutat ulla feum zzrilit 











T 954.342.8333 F 954.342.8555 

courtyard.com/xxxxx IT’S A NEW STAY.® 




T 954.342.8333 F 954.342.8555 




are black. 


rag left. 



and left.

Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin 

frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat. 

Courtyard Brand Identity Standards Contents | Advertising | Quarter Page Vertical Ad 7.2.5 

quarter page vertical ad 





Margin = .1875” 

Margin = .1875” 


ad width. 







on the road. 




ad height. 



the ad. 


of ad. 

Logo 





Etuer senim doloboreet prat. Duisit wisl ea ad 

tat, volesto ea facipi. An volobore dionsendip ex et nos 

accum iure feugait nosto Per sum iure corperostru 

Copy 


rag right. 





Resources 









Goshen 


T 574.534.3133 F 574.534.6929 



Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin 


QUARTER PAGE VERTICAL AD 




are black. 


rag left. 



Etuer senim doloboreet prat. Duisit wisl ea ad 

tat, volesto ea facipi. An volobore dionsendip ex et nos 

accum iure feugait nosto Per sum iure corperostru 



Goshen 


T 574.534.3133 F 574.534.6929 





QUARTER PAGE VERTICAL AD 

Quarter WITH page NO BLEED vertical with no bleed 

and left.

Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore 

erit en to upin frnulla facip illum alismol bortio dui blam veliquis am 

niam veliquam zzriliquat. 

Courtyard Brand Identity Standards Contents | Advertising | Quarter Page Horizontal Ad 7.2.6 

quarter page Horizontal ad 





Margin = .1875” 





on the road. 

ad width. 


bottom and .1875” from left and right. 

No bleed version has .1875” margin on 

the left side. 

BREAK THE BUSINESS 

TRAVEL MONOTONY 

Igniscidunt nos nisl ute erat augue te eumsan 

venim ing enit ipit, commolore Guercil 

doloboreet, quismodolore magnismod do. 





ad width. 







the ad. 


side of ad. 

Logo 




T 954.342.8333 F 954.342.8555 



Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore 

erit en to upin frnulla facip illum alismol bortio dui blam veliquis am 

niam veliquam zzriliquat. 


Copy 


rag right. 






Resources 







QUARTER PAGE HORIZONTAL AD 

BREAK THE BUSINESS 

TRAVEL MONOTONY 

Igniscidunt nos nisl ute erat augue te eumsan 

venim ing enit ipit, commolore Guercil 

doloboreet, quismodolore magnismod do. 






T 954.342.8333 F 954.342.8555 



QUARTER PAGE HORIZONTAL AD 

Quarter page WITH NO horizontal BLEED with no bleed 


are black. 


rag left. 



and left.

Courtyard Brand Identity Standards Contents | Advertising | Extreme Vertical Ad 7.2.7 

extreme vertical ad 

Margin = .1875” 

Margin = .1875” 








on the road. 


ad height. 


the ad. 


of ad. 

Copy 


rag right. 







are black. 


ad height. 







Logo 



Resources 








YOU WORK 


















YOU WORK 






















T 954.342.8333 F 954.342.8555 






Extreme vertical 

with no bleed 


rag left. 






and left. 



T 954.342.8333 F 954.342.8555 






Margin = .125”


Lore commod te feuissit nostrud tet ver sissim autet, quat. 

Ut lore erit en to upin frnulla facip illum alismol bortio dui 

blam veliquis am niam veliquam zzriliquat. Ut iuscing. 

Courtyard Brand Identity Standards Contents | Advertising | Small Space Ad 7.2.8 

Small space ad 





Margin = .1875” 





on the road. 

ad width. 


bottom and .1875” from right. No 

bleed version has .1875” margin on 

the left side. 

RECHARGE WHILE YOU WORK 

Ulpute dolorpe raesto del ut wisi 

bla facinisl inibh er alit, sisse vero 

Luptatem diamcommodoAlit la 

feugait ut ut nulpute velit lobore 

Ostrud eugiamet aut alit. 





ad width. 




IT’S IT’S A NEW STAY.® 

STAY. 


the ad. 


side of ad. 

Logo 



Goshen 


T 574.534.3133 F 574.534.6929 


Lore commod te feuissit nostrud tet ver sissim autet, quat. 

Ut lore erit en to upin frnulla facip illum alismol bortio dui 

blam veliquis am niam veliquam zzriliquat. Ut iuscing. 


Copy 


rag right. 






Resources 







SMALL SPACE AD 

RECHARGE WHILE YOU WORK 

Ulpute dolorpe raesto del ut wisi 

bla facinisl inibh er alit, sisse vero 

Luptatem diamcommodoAlit la 

feugait ut ut nulpute velit lobore 

Ostrud eugiamet aut alit. 





T 954.342.8333 F 954.342.8555 


SMALL SPACE AD WITH NO BLEED 

Small space ad with no bleed 


are black. 


rag left. 



and left.

Lorper summodit, vel ex ea feu feugait acidui blaoreet 

loreetue endio con ulputpat. Gait prat wisim iliquate ex 

eros digna adipit incing ea faccum ad elestrud eliquat. 

Exerci ting eraesequat. Ut wisisi bla core dolore ent 

veliquam, secte eum ad erilisi tatolortioPero exero ex 

eum nonsectet num dunt enim venim numsan ullut 

vero del eugait elesse miniatue velisim quam, 






call XXX.XXX.XXXX or visit courtyard.com. 




T 574.534.3133 F 574.534.6929 





T 574.534.3133 F 574.534.6929 





T 574.534.3133 F 574.534.6929 





T 574.534.3133 F 574.534.6929 










Adio consequat verit lor summoloreet am nosto et 

laorpercin enit dolortin essectem veniametuer ad 

delessectet, susciduis nullamc onsequi euis et ea 

augiamc onsequiscil irit endiatem acinci bla facillan 

ea facilisis alisseq uatumsa ndreetum aciliquating 

eriuremIgna facidui te voloreet nostrud min vel ulla 

feu faccum ipsustrud tisi blan ulla faccumsan volorper 











Goshen 

Goshen 

T 574.534.3133 F 574.534.6929 T 574.534.3133 F 574.534.6929 







Goshen 

Goshen 

T 574.534.3133 F 574.534.6929 T 574.534.3133 F 574.534.6929 







Goshen 

Goshen 

T 574.534.3133 F 574.534.6929 T 574.534.3133 F 574.534.6929 







Goshen 

Goshen 

T 574.534.3133 F 574.534.6929 T 574.534.3133 F 574.534.6929 









Courtyard Brand Identity Standards Contents | Advertising | Cluster Ad Options 7.3.1 

cluster ad options 



Any ad format can be used to create a 

cluster ad. Guidelines for standard ad 

content and construction also apply to 

cluster ads. Follow ad guidelines 

for specific size ad. See pages 7.2.1 

through 7.2.8. 


is black. 

• Property information is flush left, 

rag right. 



Lorper summodit, vel ex ea feu feugait acidui blaoreet 

loreetue endio con ulputpat. Gait prat wisim iliquate ex 

eros digna adipit incing ea faccum ad elestrud eliquat. 

Exerci ting eraesequat. Ut wisisi bla core dolore ent 

veliquam, secte eum ad erilisi tatolortioPero exero ex 

eum nonsectet num dunt enim venim numsan ullut 

vero del eugait elesse miniatue velisim quam, 







Resources 










T 574.534.3133 F 574.534.6929 





T 574.534.3133 F 574.534.6929 





T 574.534.3133 F 574.534.6929 





T 574.534.3133 F 574.534.6929 











CLUSTER AD: VERTICAL IMAGE WITH NO BLEED 





CLUSTER AD: VERTICAL IMAGE WITH NO BLEED 


with cluster option 

TWO PAGE SPREAD: VERTICAL IMAGE WITH MULTIPLE PROPERTIES 

Two-page spread with cluster option

Tum alis delessi blaore modiamet lorem aut dolorerci 

tet acipsusto odipit wisi ea conulputat aliquip et acilla 

corer sequat adit, consecte ex ent doluptat prat. 

Ut num inisi blam, conse dolesen digniam dolobore 

dolum dio eugue tet, venim venibh el erate dolorpe 

rcilit ipitLit, sit eugiat. Duisism olendre del ea feugiam 

etuercillute magnit alis euisl in heniamet lutpat. 


partner Ure commolo borper sectet wissim 

lOGO 

velisit la aut nismodip vent aliquis 

GOeS 

Here Andip eu feu feu facilisci en inim exer 

ad exeroTe facincilit eu faccu 






Goshen 


T 574.534.3133 F 574.534.6929 










Courtyard Brand Identity Standards Contents | Advertising | Partnership Ad Options 7.3.2 

Partnership Ad options 

Any ad format can be used to create a 

partnership ad. Guidelines for standard 

ad content and construction also apply to 

partnership ads. Follow ad guidelines 

for specific ad size. See pages 7.2.1 

through 7.2.8. 

• Partner offer font size and placement 

is fixed. 

• First line of partner offer is PMS 144. 

All other lines of offer are PMS 576. 

• Place partner logo in area noted to the 

left of the offer information. 





dolesen digniam dolobore dolum dio eugue tet, venim venibh el erate dolorpe rcilit ipitLit, 

sit eugiat. Duisism olendre del ea feugiam etuercillute magnit alis euisl in heniamet lutpat. 


Resources 








partner 

lOGO Ure commolo borper sectet wissim velisit la aut 

GOeS nismodipsum vent aliquis Andip eu feu feu facilisci 

Here 

enit inim exer ad exeroTe facincilit eu faccumm 






Goshen 


T 574.534.3133 F 574.534.6929 









FULL PAGE PARTNER AD: VERTICAL IMAGE 


with partner option

direct mail 8.0 

These direct mail standards have been created to ensure that each 

execution created is on strategy with the Courtyard positioning 

of Business Unusual. Direct mail works cohesively with all other 

communications throughout the marketplace. 

8.0 Overview 

8.1 Direct Marketing 101 

8.2 Design Elements 

8.2.1 Copy 

8.3 Postcards 

8.3.1 Front 

8.3.2 Back 

8.4 Bifold 

8.4.1 Front 

8.4.2 Interior spread 

8.4.3 Back

Courtyard Brand Identity Standards Contents | Direct Mail | Direct Marketing 101 8.1 

Direct marketing 101 

Going through the mail is one of the best 

ways to start thinking about direct mail. 

While separating bills from catalogs, 

magazines and direct marketing of every 

shape and size, think about what captures a 

reader’s attention. 

• What gets kept? 

• What gets read? 

• What goes straight to the trash? 

• More importantly, why? 

There’s a very good chance that the 

Courtyard guest being targeted goes 

through the same process. 

A starting point to increase the likelihood of 

a direct mail piece being noticed is to think 

like the target audience. 

1. Make The Cut. 

People are in a hurry. Unless it’s a bill, a 

birthday card, a favorite catalog or a paid 

subscription, people spend precious few 

seconds with every piece of direct mail. 

Their first step is often to trash everything 

that’s irrelevant (frequently unopened). The 

first goal is to make the cut. How? 

2. Establish A Dialog. 

Consumers get a lot of direct mail from 

companies they’ve never done business with 

or even heard of before. (Consumers call it 

junk mail for a reason.) 

Guests who already have a relationship 

with Courtyard hotels and resorts will 

be easier to reach. They expect, and 

appreciate, a reasonable amount of ongoing 

communication. (Because of this, it may be 

possible to use simpler, less expensive direct 

mail pieces and offers to address them.) 

Prospects need more attention—in the form 

of larger direct mail pieces, more enticing 

offers and greater frequency. 

3. Make An Impact. 

Here are some ideas on getting attention 

the right way: 

• Be colorful. Four-color printing makes a 

piece stand out. It looks more important. It 

shows that more attention is being paid to 

the reader. It captures the eye, so people 

will look at the piece a little more closely. 

• Think in pictures. A photo of a sundrenched 

destination speaks volumes to 

a Midwesterner in the dead of winter. An 

image of a couple enjoying a romantic 

dinner is a great cue for guests to start 

thinking about their next vacation. Along 

with getting attention, great photography 

can get people thinking, which gets them 

another step closer to opening 

and reading the piece. 

• Think big. (And different.) Direct mail 

comes in different, yet predictable, 

sizes. Bills and letters arrive in business 

envelopes. Catalogs and magazines 

come in roughly 8.5” x 11” dimensions. 

The remaining mail ranges from small to 

oversized. According to the post office, 

the #10 envelope (4.125” x 9.5”) is the 

most frequently used direct mail format. 

4. Know The Audience. 

The most sophisticated and effective direct 

marketing programs are driven by customer 

databases. The more that is known about 

the guests and prospects, and applied in the 

creative execution, the more likely the direct 

marketing campaign will appeal to the target 

and address their needs. 

A guest database is a gold mine. Leveraging 

guest information into creative execution 

provides greater opportunity to send offers 

that will encourage them to stay more 

frequently, stay a few days longer, extend a 

business trip to a weekend getaway or take 

advantage of additional services during their 

stay. To appeal to new prospects, a number 

of local and national sources are available 

that supply mailing lists for purchase. These 

lists can be highly segmented—enabling 

targeting to business travelers or residents 

of a certain area (down to the zip code). 

The Direct Marketing Association website 

offers additional information at 

http://www.the-dma.org. 

5. Make An Enticing Offer. 

Consumers see direct marketing as a retail 

or transactional medium. This means that 

they expect news, a limited-time offer or 

other promotional elements as part of the 

piece. This provides an incentive for them to 

take action in a shorter time frame. Offers 

can range from special rates to value-adds, 

partner promotions and other incentives. 

• Keep offers simple. The offer should 

be clear and straightforward. Complex 

offers (with lots of legal disclaimers) are 

turnoffs. Dates and other restrictions 

should be clearly spelled out. 

• Make offers pop. People are likely to scan 

copy the first time through, so the offer 

should stand out. Some direct mail pieces 

may use the offer as part of the concept 

and headline. Others may include it as part 

of the body copy. 

• Make it easy to take the next step. Call-toaction 

areas should be prominent, with 

easy to find toll-free numbers and URLs. 

If there is a system to track direct mail 

response, make sure that promotion codes 

or other identification tools are easy for 

the customer to locate. 

6. Work With The U.S. Postal Service. 

The local post office is a great resource for 

questions regarding direct mail formats, 

requirements and rates. It is best to have a 

postal service representative review the piece 

before it is printed and delivered for mail. 

Direct mail printers or fulfillment mail houses 

can also help coordinate efforts with the 

post office to assure your piece reaches its 

destination successfully. 

For comprehensive resource materials on 

direct mail and postage rates, visit 

http://www.usps.com/directmail.

Courtyard Brand Identity Standards Contents | Direct Mail | Design Elements 8.2 

design elements 

The direct mail pieces contain a 

variety of elements that, when used 

together, support the brand’s 

positioning of Business Unusual. 

A rEFrESHING 

CHANGE oF PACE. 

Wostrud tet ver sissim autet. Quatut lore erit en to upin 

frnulla facip illum alismol bortio dui blam veliquis am niam 

veliquam zzriliquat. Ut iuscing. Lore commod te feuissit 

nostrud tet ver sissim autet, quat. Ut lore erit en to Wostrud 

tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip 

illum alismol bortio dui blam veliquis am niam veliquam 

zzriliquat. Ut to Wostrud tet ver sissim iuscing Lore commod 

te feuissit nostrud tet blam veliquis am niam. 


Logo with 

Goshen 


tag line 


Organic shape 

Headline 


Cover 


MAKE THE MoST oF YoUr 

TIME oN THE roAD. 


Design Elements 

• Courtyard logo with tag line. 

Ure commolo borper sectet wissim velisit la aut nismod 

ipsum vent aliquis ostrud tet ver sissim autet. Quatut lore 

erit en to upin frnulla dromolus oprem suporta das 


Frist Name, Last Name 

1234 Anywhere Street 

City Name, ST 34562 

• Organic shape. 

To learn more about the possibilities, call 800.XXX.XXXX 

• Headline. 

• Geometric stripes. 

Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla 

facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing. Lore 

commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla 


commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip 



• Full color photography. 

• Organic ribbon. 

• Subhead. 

9 x 6 Horizontal BiFold Postcard 


Interior Spread 

• Body copy. 

• Offer. 

• Rate. 

Headline 

Subhead 

Body copy 

BUSINESS TrAVEL oN YoUr TErMS. 

Ut Ut lore erit en en to to upin frnulla 

The feuissit nostrud tet ver sissim. 

Wostrud tet ver sissim autet, quat. Ut Ut lore erit en en to to upin 

Ver sissim autet, quat. Ut Ut lore erit en en to to upin frnulla facip 



veliquam zriliquat. Ut Ut iuscing. Lore commod te te feuissit 

zriliquat. Ut Ut iuscing. Lore commod te te feuissit nostrud tet 

nostrud tet ver sissim autet, quat. Ut Ut lore erit en en to to upin 

ver sissim autet, quat. Ut Ut lore erit en en to to upin frnulla facip 



veliquam zzriliquat. Ut Ut iuscing. Lore commod the feuissit 

zzriliquat. Ut Ut iuscing. Lore commod. The feuissit nostrud 

nostrud tet ver sissim. Wostrud tet ver sissim autet, quat. 

tet ver sissim. Wostrud tet ver sissim autet, quat. Ut Ut lore 

• Call-to-action. 

• Terms & Conditions (T&Cs required if 

Offer 

Ut Ut lore erit en en to to upin frnulla facip illum alismol bortio dui. 

Buscing lomos. Lore commod the feuissit 


Ure commolo borper sectet wissim velisit la la aut nismo 

dipsum vent aliquis. Lore commod the feuissit as as quat. 

erit en en to to upin frnulla facip illum alismol bortio dui blam 

veliquis. Lore commod. The feuissit nostrud. 


Ure commolo borper sectet wissim velisit la la aut nismo 

dipsum vent aliquis. Lore commod the feuissit as as quat. 

offer is mentioned). 



• Copyright. 


• Return address. 

Back 

9 x x 6 Horizontal BiFold Postcard 

Resources 




Return address 

Headline 

Body copy 

A rEFrESHING 







Goshen 




Organic Ribbon: section 2.4.6 



Offer 











Rate 



Call-to-action 



Terms & conditions 

Copyright 







9 x 6 Horizontal BiFold Postcard


Contents | Direct Mail | Design Elements | Copy 8.2.1 

copy 

Headlines 

Resources 

Front 

Headlines are meant to be compelling and 



intriguing to encourage the reader to learn 

more. In addition, the headlines should: 



Choose Widely. 

• Partner with the photography to tell 


a complete story. 

• Add depth and context to 

the photography. 

• Communicate the product or service 


benefit in terms of how it helps fuel 

the guests’ performance. 

9 x 6 Postcard 

• Use active language (puns and wordplay 

are to be avoided; strive for wit). 

• Be as sharp and concise as possible. 

Headline 

• An accent color is used to emphasize a 

key word in the headline. 

Body Copy 

The body copy sells unique features of the 

property or unique destination. People 

spend a precious few seconds with a direct 

mail piece, so it needs to be easy for the 

reader to find the information that would 

interest them. When writing body copy: 

• Keep sentences short. 

• Use paragraphs and white space to 

organize your copy and call attention 

to key information (such as offers). 

• Make offers/promotions simple and 

easy to understand. 

• Make call-to-action sections easy 

Subhead 

Body copy 

More PlACes, 

More PossibiliTes. 



veliquam zzriliquat. Ut iuscing. lore commod te feuissit 




zzriliquat. Ut to Wostrud tet ver sissim iuscing lore commod 



Ure commolo borper sectet 9 wissim x 6 Postcard 

velisit la aut nismod 





Back 

More PlACes, 

More PossibiliTes. 



veliquam zzriliquat. Ut iuscing. lore commod te feuissit 




zzriliquat. Ut to Wostrud tet ver sissim iuscing lore commod 















Goshen 

1930 lincolnway east 

Goshen, iN 46526 

Frist Name, last Name 

1234 Anywhere street 

City Name, sT 34562 



Goshen 

1930 lincolnway east 

Goshen, iN 46526 

Frist Name, last Name 

1234 Anywhere street 

City Name, sT 34562 

to locate. 






© 2009 Marriott International, Inc.

Courtyard Brand Identity Standards Contents | Direct Mail | Postcards: Front 8.3.1 

postcards: Front 

Postcard Front Option A 

Postcards are an efficient way to reach 

prospective guests through direct mail. 

Typography 

• Headline color is PMS 576 or PMS 376 

Logo with 

tag line 


Postcards are best for simple offers and 

reminders. They are not ideal for property 

listings or multiple offers. 

Front 

The front of the postcard reflects the 

Business Unusual positioning. It contains 

plus PMS 144 in Option A or reversed 

out to white in Option B. 




• Headline is maximum of two lines. 

Organic shape 

Headline 




a large photo(s) and ample space for the 

Resources 

headline, logo and organic shape. 


Layout 










Postcard Front Option B 


RefResh YouR 

TRaVel RouTine. 




or the hotel amenities. 

• The organic shape is PMS 144. 




Logo 

• Use Courtyard logo with tag line. 

6 x 9 Vertical Postcard 













• Trim: 6” x 9 ”, 2-sided 





images only. 


Courtyard Brand Identity Standards Contents | Direct Mail | Postcards: Back 8.3.2 

postcards: back 

The back panel provides an area for 

Postcard Back 

copy, rate, offer, call-to-action and Terms 

& Conditions. The right side of the card 

is reserved for mailing address and 

postal information. 


Headline 

Body copy 

A rEFrESHING 






Goshen 



IT’S A NEW 

Layout 


• The organic ribbon area is fixed. 


Typography 

• Return address is black. 


plus PMS 144. 



Offer 

Rate 




Copyright 





















• Offer copy is PMS 144. 


• Rate color is PMS 576. 


• Call-to-action color is PMS 144. 

• T&Cs and copyright are black. 


Resources 







Courtyard Brand Identity Standards Contents | Direct Mail | Bifold: Front 8.4.1 

bifold: Front 

Bi-fold mailers offer a great deal of 

flexibility and tell more of a story through 

pictures and words. These mailers 

are ideal when more space is needed 

for messaging; when offers are more 

elaborate; or when more properties 

need to be listed. This format can 

accommodate several property listings 

Front 

The front of the bifold reflects the 

Business Unusual positioning. It contains 

a large photo and ample space for the 

headline, logo and organic shape. 

Layout 







or the hotel amenities. 





Logo 




A rEFrESHING 




• Do not alter illum the alismol bortio logo dui blam in veliquis any am niam way. 

veliquam 

Typography 










• Headline color ipsum vent is aliquis PMS ostrud tet 576 ver sissim autet. or Quatut PMS lore 376 


plus PMS 144 in Option A or reversed 


out to white in Option B. 








a key word in © 2009 Marriott the International, headline. 

Inc. 




Resources 







Logo with 

tag line 


Goshen 



Organic shape 

Headline 







Goshen 



A rEFrEShING 

ChANGE oF PACE. 
























6 x 9 Vertical BiFold Postcard 

Bifold Front Option A 


Bifold Front Option B 









• Option A Trim: 18” x 6 ”, 2-sided 

DESIGNED To hELP YoU 

rELAX AND rE-ENErGIZE. 

MAKE THE MoST oF YoUr 

TIME oN THE roAD. 

• Option B Trim: 12” x 9 ”, 2-sided 





images only. 


Courtyard Brand Identity Standards Contents | Direct Mail | Bifold: Interior Spread 8.4.2 

bifold: interior spread 

Layout 

Resources 

Interior Spread Option A 



• The organic ribbon is fixed. 


BUSINESS TrAVEL oN YoUr TErMS. 





Ut lore erit en to upin frnulla 

Wostrud tet ver sissim autet, quat. Ut lore erit en to upin 


veliquam zriliquat. Ut iuscing. Lore commod te feuissit 

nostrud tet ver sissim autet, quat. Ut lore erit en to upin 


veliquam zzriliquat. Ut iuscing. Lore commod the feuissit 

The feuissit nostrud tet ver sissim. 

Ver sissim autet, quat. Ut lore erit en to upin frnulla facip 


zriliquat. Ut iuscing. Lore commod te feuissit nostrud tet 

ver sissim autet, quat. Ut lore erit en to upin frnulla facip 


zzriliquat. Ut iuscing. Lore commod. The feuissit nostrud 



nostrud tet ver sissim. Wostrud tet ver sissim autet, quat. 

Ut lore erit en to upin frnulla facip illum alismol bortio dui. 

Buscing lomos. Lore commod the feuissit 

tet ver sissim. Wostrud tet ver sissim autet, quat. Ut lore 

erit en to upin frnulla facip illum alismol bortio dui blam 

veliquis. Lore commod. The feuissit nostrud. 




Ure commolo borper sectet wissim velisit la aut nismo 


Ure commolo borper sectet wissim velisit la aut nismo 

• Choose a variety of tightly cropped and 


dipsum vent aliquis. Lore commod the feuissit as quat. 


dipsum vent aliquis. Lore commod the feuissit as quat. 


panoramic images to show both 

detailed and wider property shots. 


• Maximum of three photos per spread. 


Interior Spread Option B 

Typography 


plus PMS 144. 

• The accent color is used to emphasize a 

SETTLE INTo YoUr SUrroUNDINGS. 

key word in the headline. This is optional. 



Ut lore erit en to upin frnulla facipi 

Wostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip illum 

alismol bortio dui blam veliquis am niam veliquam zriliquat. Ut iuscing. Lore 

commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin 


Ut iuscing. Lore commod the feuissit nostrud tet ver sissim. Wostrud tet ver 

sissim autet, quat. Ut lore erit en to upin frnulla facip illum alismol bortio duis. 


• Subhead color is PMS 144. 

alismol bortio dui blam veliquis am niam vel. 

The feuissit nostrud tet ver sissim 

• Offer color is PMS 144. 


alismol bortio dui blam veliquis am niam veliquam zriliquat. Ut iuscing. Lore 

commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin 




Ut iuscing. Lore commod the feuissit nostrud tet ver sissim. Wostrud tet ver 

sissim autet, quat. Ut lore erit en to upin frnulla facip illum alismol bortio. 









Headline 

Offer 

6 x 9 Vertical BiFold Postcard 


Full color photography 

Subhead 

Rate 

Body copy

Courtyard Brand Identity Standards Contents | Direct Mail | Bifold: Back 8.4.3 

bifold: back 

The back panel provides an area for 

Bifold Back 

copy, rate, offer, call-to-action and Terms 

& Conditions. The right side of the card 

is reserved for mailing address and 

postal information. 


Headline 

Body copy 

A rEFrESHING 






Goshen 



IT’S A NEW S 

Layout 


• The organic ribbon area is fixed. 


Typography 

• Return address is black. 


plus PMS 144. 



Offer 

Rate 




Copyright 























• Offer copy is PMS 144. 


• Call-to-action color is PMS 144. 

• T&Cs and copyright are black. 


Resources 







out of home ADVERTISING 9.0 

Good signage used in conjunction with a strong Brand Voice can: 

• Be instrumental in driving sales by targeting main driving routes 

to the hotel. 

• Increase awareness with 24-hour-a-day exposure. 

• Provide directional information. 

• Effectively penetrate the market. 

• Help customers easily locate a property. 

• Increase walk-in traffic. 

Speaking with one voice is powerful. It helps the consumer focus, 

identify and embrace the Courtyard Brand Voice. 

9.0 Overview 

9.1 Billboard 

9.1.1 Budgeting 

9.1.2 Terms & Conditions 

9.1.3 Graphics 

9.2 Airport Advertising 

9.2.1 General Information 

9.2.2 Dioramas & Spectaculars 

9.2.3 Courtesy Phone Signage

Courtyard Brand Identity Standards Contents | Out of Home Advertising | Billboard: Budgeting 9.1.1 

billboard: budgeting 

Evaluation Tools 

Billboards can represent a substantial 

investment. It is important that a decision 

to take on a new board or renew an 

existing board is based on a solid 

marketing strategy. 

Budgeting 

Costs for producing and placing outdoor 

advertising depend on the size and 

location of the board, the size of the 

market, and the length of the contract. 

Visibility – The traveler should have 

an unobstructed view of the board. If 

planning in the winter, be sure to take into 

account the effect of foliage that may 

appear in spring. “Read time” measures 

how long the typical traveler will see the 

board. Read times of 10 seconds or more 

are generally desirable. The right side of 

the road is usually preferable to the left 

side. 

Selection Criteria 

In selecting outdoor advertising, the two 

most important criteria are: 

Location – The most vital aspect in board 

selection is to secure a location on the 

artery that supplies the greatest volume 

of traffic to the hotel. In addition, the 

location should be close enough to the 

hotel to influence the traveler’s decision, 

generally no more than 10 – 15 minutes 

from the hotel.

Courtyard Brand Identity Standards Contents | Out of Home Advertising | Terms & Conditions 9.1.2 

billboard: terms & conditions 

Cancellation 

There is generally a fee to cancel 

the contract early. At renewal time, 

cancellation clauses should be specified, 

including how much notice is required 

on cancellation. 

Cost Per Month 

Costs will generally be quoted on a permonth 

basis, and then totaled to show 

what the commitment will be for the 

length of the contract. 

Traffic Counts 

The number of vehicles/people passing 

a billboard on a daily basis is the traffic 

count. When comparing two billboards 

with similar rates and locations, select the 

billboard with the higher traffic count. 

Daily Effective Circulation (DEC) 

DEC is the number of exposures per day 

for a billboard. DEC is used with traffic 

counts to determine the percentage of 

the population the billboard is reaching. 

Length of Term 

Contracts should generally be for 

no longer than one year, and shorter 

contracts may be negotiated. 

Lighting 

“Dusk to dawn” lighting is the preferred 

standard; be sure to check for this. 

Repaints 

The number of repaints will be specified 

in the contract. By default one painting 

should be requested at the start of the 

contract. However, if featured rates are 

liable to change during the course of 

the year, it is often possible to negotiate 

repaints at little extra charge. The 

contract should specify the cost per 

square foot of additional repaints, and 

minimum charges usually apply. 

Apron 

The apron is the bottom part of the 

billboard. Letters placed on the apron are 

easily removed, and include information 

such as “Pool,” which can be removed 

off-season. The cost for these types 

of changes should be specified in the 

contract. Overall, Field Marketing does 

not recommend using an apron.

Courtyard Brand Identity Standards Contents | Out of Home Advertising | Billboard: Graphics 9.1.3 

billboard: graphics 

The design shown should be used 

Logo 

Headline 

Logo with tag line 

exclusively for Courtyard billboards. 


It should not be used for other Marriott 

• Use the Courtyard tagline on signage. 

brands or partner companies. 

Copy 





RefResh youR 

tRavel Routine. 

plus PMS 144. 

• Use the accent color to highlight 

Resources 


i-94 north exit 44 | Downtown 



the word in the headline that brings 

Courtyard’s Business Unusual brand 



Directional copy 


strategy to life. 

Logo Use: section 2.1.3 

• Directional copy is PMS 576 plus the 


PMS 144. 

• Copy is centered vertically between the 

geometric stripes and the bottom of 

the board. 

• Copy is flush left, rag right. 

• Headline and directional copy size 

varies. Refer to templates for specifics 

on sizing. 

• Do not alter the Courtyard font, font 

size or font color. 

• Headline is all caps. 

• Directional copy is sentence case. 

Layout 

• The geometric stripes are fixed. 



• Do not alter the design.

Courtyard Brand Identity Standards Contents | Out of Home Advertising | Airport Advertising: General Information 9.2.1 

airport advertising: general information 

Photography 

Airport advertising can be an effective 

medium to complement other hotel 

marketing efforts. The primary uses of 

airport advertising include attracting 

attention, strengthening brand identity 

and recognition, and encouraging action 

with messages targeted to the business 

and leisure traveler audience. A variety 

of advertising options are generally 

available throughout the interior of the 

airport, in addition to several exterior 

display opportunities. 

Availability 

Airport advertising is offered at nearly 

every airport, both domestically 

and internationally. However, space 

availability may be limited in high-impact 

airports and heavy traffic areas. 

Formats 

Freestanding interior displays may be 

available in the form of kiosks, showcases, 

plasma screens/TV monitors, baggage 

cart sponsorships and courtesy phone 

centers. Dioramas (standard and kingsize), 

spectaculars, wraps, posters and 

baggage carousel units are examples of 

displays that may be affixed to terminal 

surfaces. Exterior display options may 

include airport bus shelters, overhead 

signs and spectaculars. 

Lighting 

Dioramas, spectaculars and exterior 

displays are typically lit or backlit, while 

wraps and posters generally are not. Lit 

displays are preferred, but not required. 

Vendors should verify how advertising 

space will be lit as it may affect the 

production materials. 

Specifications 

Sizing can vary greatly depending on 

the advertising format, market and 

vendor. Examples provided within these 

guidelines are based upon standard 

sizing, and therefore may not match 

specifications provided by the vendor. 

Use these templates as a guide and adjust 

the sizing as necessary. 

Purchase Terms 

Airport advertising is packaged in multimarket 

campaigns, with the contracted 

number of locations determining 

coverage and cost. Space can be 

purchased on a long-term or short-term 

basis, typically in four-week cycles. 

Production 

Vendors should provide specific 

production details, as they may vary by 

seller or market. Small quantities are 

generally produced photographically. 

Larger quantities may be produced by 

screen-printing, Duratrans, Ciba-chrome 

transparency or offset lithography.


Contents | Out of Home Advertising | Airport Advertising: Dioramas & Spectaculars 9.2.2 

airport advertising: dioramas & spectaculars 

When creating airport advertising 

or spectaculars, select from the 

layouts shown. 

Layout 



Logo 






Organic 

element 

Geometric 

stripes 

Airport Diorama, Horizontal Version 


• Use PMS 144 for the organic shape. 


Standard Sizes 

• Dioramas and Spectaculars may vary 

by airport. 

Full color 

photography 


• Use these templates as a guide and 

Photography 





Copy 

adjust the sizing as needed. 

Resources 





Headline 

Copy 

Logo 

Propertyspecific 

info 

Your TravEL. Your TImE. 

• otet consed esequisit ut ipit vero 

• uit des velit nostie dolbor perure Is endre 

• iurem zerillan es ent nosrudi testter este 

• adionsed tets bam verog conse tes doloreri 

• bla alit auamet velis eugait estwisim adipit 

Airport Diorama, Vertical Version 

Courtyard by Marriott® | Goshen 


T 574.534.3133 F 574.534.6929 


Tagline 



plus PMS 144. 







• Copy should focus on amenities and 

location of hotel. 


ENJOY THE WIDE OPEN WORKSPACE. 

• Otet consed esequisit ut ipit vero 

• Copy is black. 




• Property-specific info is black. 






T 574.534.3133 F 574.534.6929 

IT’S A NEW STAY.? STAY.®


1930 lincolnway east, Goshen, in 46526 

t 574.534.3133 f 574.534.6929 



Contents | Out of Home Advertising | Airport Advertising: Courtesy Phone Signage 9.2.3 

airport advertising: courtesy phone SIGNAGE 

When creating airport courtesy 

Logo 

phone advertising, select from the 

layouts shown. 

Layout 

• Three layout options are provided. 







Organic 

element 

Geometric 

stripes 

Courtesy Phone Center Signage, Horizontal Version 


Standard Sizes 

• Use PMS 144 for the organic shape. 


• Use these templates as a guide and 

adjust the sizing as needed. 

Full color 

photography 


Resources 

Photography 





Copy 


plus PMS 144 or reversed to white. 







Headline 

Copy 

Number 

to dial 

Logo 

Propertyspecific 

info 

EvEN BusINEss NEEds a 

BrEaTh oF FrEsh aIr. 






Dial #118 


T 574.534.3133 F 574.534.6929 


Tagline 






• Copy should focus on amenities and 

location of hotel. 


Courtesy Phone Signage, Vertical Version 

Courtesy Phone Signage, 3” x 3” Version 

REFRESH YOUR 

TRAVEL ROUTINE. 

• Otet consed esequisit ut ipit vero 





• Copy is black. 

RefResh youR 

tRavel Routine. 

Dial #118 

• Property-specific info is black. 


• uit des velit nostie dolbor perure is endre 





Dial #118 





T 574.534.3133 F 574.534.6929 

IT’S A NEW STAY.®

Courtyard Brand voice graphic identity standards

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