W酒店品牌VI手册（2012年版）.pdf

W HOTELS WORLDWIDE COMMUNICATION GUIDELINES February 29, 2012 LET’S STICk TOGETHER. ONE CONSISTENT LOOk AND TONE IS NEEDED TO bE A SUCCESSfUL GLObAL DESIGN pOWERHOUSE. THAT’S WHy WE’vE CREATED THESE GUIDELINES; SO WE CREATE A STRONG IMAGE AND pERSONALITy, NO MATTER THE MEDIUM. IT’S ALL HERE, TAkE A LOOk. © 2012 STARWOOD HOTELS RESORTS WORLDWIDE, INC. ALL RIGHTS RESERVED. FOR INTERNAL USE ONLY. CONFIDENTIAL AND PROPRIETARY—MAY NOT BE REPRODUCED OR DISTRIBUTED WITHOUT THE WRITTEN PERMISSION OF STARWOOD HOTELS RESORTS WORLDWIDE, INC. 2 CONTENTS fOUNDATION vISUAL IDENTITy IMpLEMENTATION 05 pOSITIONING 13 LOGOS 41 COLLATERAL 06 ROOTS 16 INFrINGeMeNTS 42 COLLaTeraL GrID 07 MIND-SET 17 SIZe 43 IN-rOOM COLLaTeraL 08 CORE vALUES 18 COLOr 45 SySTeM eXaMPLeS 09 pASSION pOINTS 19 COLOr INFrINGeMeNTS 46 FrONT DeSK COLLaTeraL 10 AUDIENCE 20 PLaCING a LOGO/CLear SPaCe eXaMPLeS 11 pROMISE 21 DESIGN ANGLE 47 IN-rOOM COLLaTeraL 22 pRIMARy COLOR pALETTE eXaMPLeS 23 SECONDARy COLOR pALETTE 48 SaLeS/MarKeTING 24 HOW TO uSe COLO r