Brand Voice

Operating Standards

10% TOTAL RECOVERED FIBER

ALL POST-CONSUMER FIBER

CMYK • PMS 576 • PMS 144

 How You Can Make the Difference

Brand Voice is more than just our logo and tag

Piece Order Number Vendor
line. It’s the soul of our brand. What we promise
to deliver, and how we deliver it. It’s about subtle Letterhead 7-866C AS Hospitality
invitations, things guests don’t even know they’re Business Card 7-2821C Brand AS Hospitality
WANDERING IS
ENCOURAGED.
WANDERING IS
FEEL FREE TO ROAM.
TAKE ADVANTAGE OF
looking for. 7-2789C Associate
ENCOURAGED. OUR OUTDOOR POLICY.

As a General Manager, you play the key role in Envelope #10, No Window 7-2312SC AS Hospitality

preparing your associates to provide genuine Envelope #10, Window 7-899C AS Hospitality
Key Cards Key Card Packet
A comfortable stay is always a more productive one.
service that makes each guest feel like a person Notecard & Envelope 7-893C AS Hospitality
So if there’s anything we can do to make your

on business, not just a business person. That’s Mailing Label 7-2530C AS Hospitality
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?

where this book will serve as a valuable resource. Key Packet 7-2330 AS Hospitality
Excellent Good Average Fair Poor

Your overall experience

Our accommodations

The check-in process

Be sure to share its contents with your staff and Key Card COU4 PLI
The check-out process

Room cleanliness

Restaurant
Food quality

encourage them to think about how they can

Service

Door Hanger U72CYPSH2 American Hotel Register

Lounge

Food delivery
Name of outside restaurant

Delivery speed

incorporate Brand Voice in their daily interactions.

Food quality

HSIA Card 7-2377 Wireless AS Hospitality

Value

Overall

The tools you provide will empower them to live

Feel free to share your ideas.

7-2378 Wired
the Business Unusual strategy.
Was anyone on our team especially helpful?

Would you visit us again next time you’re in town? 7-2376 Wired/Wireless
Comment Card 7-2841 AS Hospitality
When were you here?

Your name (optional)

Room number
Vendor phone numbers
Laundry Bag 1190CYLB2 American Hotel Register
Address

for on-property marketing materials

City

State Zip

Province Country

Telephone

• AS Hospitality – 877.511.8488 Room Attendant Card 7-2740 AS Hospitality

Email

GO AHEAD.
WE’RE OPEN TO SUGGESTIONS.
WEAR YOUR LUCKY SHIRT TWICE. • American Hotel Register – 888.551.7867 In-room Notepad U72CYNP3 American Hotel Register

Job No C0869 Ad Code — Placed Graphics User Name

Tim Koebbe
• PLI – 800.752.1017 Pen C2JCYP2 American Hotel Register
Client Courtyard
Last Saved

Door Hangers Comment Card Laundry Bag

Pub — 10/6/08 1:47 PM
1st Insertion — Inks

Ad Caption Comment Card

Live None Ad Size —
Trim 5 in x 11 in Printed At None
Bleed 5.25 in x 11.25 in Built At 1 in = 1 in (100%)

2 11 12
Folded None Page 1 of 2
Info Prints 1 color PMS 376

File Name MARV_C0869_CmmntCard_Mech.indd

Reader

CMYK • PMS 576 • PMS 144

“Refreshing business”—
Business travel redefined What is brand voice and why it is important

Over the years, the way in which business is done has changed and along
with it, the business traveler. Different needs, different priorities, different
desires. They no longer practice business as usual.
Our new “Refreshing Business” positioning recognizes this change, and
the new business traveler — the Optimistic Achiever. Mobile, plugged in,
multi-tasking. Less the nose-to-the-grindstone business person of the
past; more the fast-moving, fiercely individual business person of the
future. It’s up to us to energize our guests with a hotel experience that
offers refreshing possibilities for fulfilling work and leisure needs.
The way we communicate these core elements are through our Brand
Voice. Brand Voice is the visual and verbal expression of our brand’s
unique position. What Courtyard stands for, and what we strive to do
for our customers. It’s our distinctive personality.
To build a successful Brand Voice, we must excel at both the tangible
and intangible. We must speak and behave in the same style and manner
at all points of contact. The more consistently we communicate, the
more consumers will identify what makes the Courtyard brand different
and better. And the stronger our Brand Voice will become.

At the foundation of this experience are our new brand positioning, The following sections provide guidance on how to properly execute
pillars and personality traits, which define who we are. two key components of Brand Voice — our visual and verbal identity.

Brand Positioning: Refreshing Business
Courtyard® is designed for the frequent business traveler who is
driven by success and enjoys the break from routine that travel offers.
“Courtyard is the smart, dynamic hotel that helps me make the most of
my time on the road, so I can make the most of me.”
In addition, we will show you samples of the Brand Voice in action,
as well as all the information you need to get started and create that
emotional connection with our guests.

Brand Pillars Personality Traits

• Smart • Multidimensional
• Energizing • In-tune/In-touch
• Choices • Grounded
• Magnetic
• Open
• Smart

CMYK • PMS 576 • PMS 144

the
the Courtyard
Courtyard Visual
Visual identity
identity

Visual System Color Palette

The visual identity is structured upon the juxtaposition of both the
organic and the functional designs that represent practicality with a
personality. The geometric shape represents order and consistency,
the hallmarks of business. It is a visual manifestation of functionality
and performance. The organic shape provides a sense of uniqueness
and individuality with designs that are both imperfect by nature, yet
naturally consistent. The system employs the convergence of hard
and soft lines: organic geometry. It is a device that conveys the ideas
of functionality and individuality, together working to communicate
the core idea: Business Unusual.
The color palette is a distinctive range of colors selected for
use in Courtyard marketing communication materials. Green
grounds the palette in a color that’s identified with the Courtyard
brand, within the broader context of business. The accent colors
help to make the brand more approachable by giving it a touch
of humanity.
Primary Colors

PMS 576 PMS 376 PMS 376 (50%) or PMS 366

Accent Colors

+ =
PMS 144 PMS 228 PMS 667 PMS 2708

PANTONE®, PANTONE MATCHING SYSTEM, PMS are Pantone, Inc.’s check-standard trademarks.

CMYK • PMS 576 • PMS 144

 Logo
There are two approved versions of the Courtyard logo.
Version 1
The Version 1 logo is used for
• Online
• Stationery
• On-Property Materials
• Sales Collateral
4-color Black
• Property and Regional Direct Mail
• Premium and Promotional items when in Brand Voice Design

The Version 2 logo is used for

• Print Advertising Version 2
• Signage
• Broadcast Advertising
• Premium and Promotional items when using logo alone
(when reproduction quality is acceptable)

4-color Black

s.

CMYK • PMS 576 • PMS 144

the Courtyard Visual identity

Photography Overview
Photography is a valuable way of familiarizing guests with a
Courtyard property before their stay. Imagery should reinforce
the Courtyard brand strategy of Business Unusual. All
photography should convey that Courtyard is designed for the
frequent business traveler who is driven by success but enjoys
the break from routine that travel offers.

To showcase the guest’s unique and refreshing approach to

business, the photographic style must break out of the traditional
Interior Exterior
idea of business travel by:

• Using dynamic camera angles and interesting compositions

• Showing unique and unexpected settings
• Showcasing touches of green and orange
• Showing a guest using and experiencing the hotel space

Service Business Amenities

CMYK • PMS 576 • PMS 144

 7

CMYK • PMS 576 • PMS 144

The Courtyard Verbal Style

Think of the Courtyard verbal style as that of a likeable colleague. Short Form Examples
The kind of person you would want to be with on a business trip. Break away from business as usual.
The first to suggest working outside on a nice day, they strike the A fresh take on business travel.
right balance between work and play, putting business first but Refresh your business routine.
approaching it in a more human, refreshing way. Someone who Choose a change of pace.
conducts “business unusual.” The Business Unusual verbal style A hotel that works the way you do.
invites, informs and engages our guests on a human level. It extends For a change of pace, change the scenery.
friendliness, creates optimism and adds joy and levity to work life. You have room to roam here.
We encourage outside-the-room thinking.
Invite Let your productivity roam free.
The verbal style never pressures, but instead makes friendly Wide open work spaces.
suggestions that feel unexpected, compelling and lighthearted. Tap into the quiet energy.

Inform Long Form Example

It’s uncomplicated. It lets guests know their options, cluing them Whether you’re tending to business or penciling in some personal
in on different ways to work, to relax, to use their time. time, no hotel makes it easier to get things accomplished on your

Engage terms. With open lobby space and free Wi-Fi everywhere on

The verbal style is inclusive and seeks to create a dialogue with property, you can switch seamlessly from work to relaxation and

our guests by speaking in human terms, with a bit of a wink and back. For a change of pace, simply change the scenery. We boast

a smile. the largest number of stand-alone outdoor courtyards in the

industry, as well as the most connection-friendly outdoor space.

CMYK • PMS 576 • PMS 144

 Brand voice in action

Every customer touch point provides the opportunity to reinforce

the Courtyard Brand Voice. The more consistent and clear our Contains 30% post consumer fibers

voice, the easier it will be for guests to recognize and recall.

Here are examples of some of the on-property materials that have
been created for you to order through your regular vendors.
1300 Veterans Blvd. | South San Francisco, CA 94080
Courtyard by Marriott® San Francisco Airport/Oyster Point Waterfront

Notecard & Envelope Stationery

Stationery

Job No C0868 Ad Code — Placed Graphics Mode User Name

cy_oc_rev.eps
1-up A6 (11x17)_cyan.pdf Tim Koebbe
Client Courtyard

CMYK • PMS 576 • PMS 144

Last Saved
Pub — 10/6/08 11:09 AM
1st Insertion — Inks
Cyan
Ad Caption NoteCard Envelope Magenta
Yellow
Live None Ad Size — Black
PMS 376 C
Trim 8.5 in x 10.5 in Printed At None PMS 576 C
 Brand voice in action

Courtyard by Marriott
San Francisco Airport/
Oyster Point Waterfront

1300 Veterans Blvd.

South San Francisco, CA 94080

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. This product contains 30% post consumer fibers.
2. Turn on laptop.
3. Launch Internet browser.

HSIA Card Mailing Label

Job No C0869 Ad Code — Placed Graphics Mode User Name
cy_oc_rev.eps
FPO 376 576 Recycle.eps Tim Koebbe
Client Courtyard
Last Saved
Pub — ACCOMPLISHED LIST.
10/6/08 11:58 AM
1st Insertion — Much more gratifying than a to-do list, don’t you think?
Inks
PMS 376 C
Ad Caption HSIA Card Wired PMS 576 C
PMS 144 C
Live None Ad Size —
Trim 6 in x 4 in Printed At None Job No C0868 Ad Code — Placed Graphics Mode User Name
FPO 376 576 Recycle.eps
Bleed 6.25 in x 4.25 in Built At 1 in = 1 in (100%) cy_oc_rev.eps Tim Koebbe
Client Courtyard
Folded None Page 1 of 1 Last Saved
Info Prints 3 color PMS 576, 144, 376 Pub — 10/1/08 1:21 PM
1st Insertion — Inks
File Name MARV_C0869_HSIACardWired_Mech.indd PMS 376 C
Writer Art Mgmt Proofreader Creative Dir Production Client Reader Ad Caption Mailing Labe PMS 576 C
1 Live None Ad Size —
Trim 31p6 x 24p0 Printed At None
Bleed 33p0 x 25p6 Built At 6p0 = 6p0 (100%)
Folded None Page 1 of 1
Info Prints one color PMS 376
THANK YOU FOR STAYING AT
File Name MARV_C0868_MailingLabel_Mech.indd
COURTYARD BY MARRIOTT.®
Writer Art Mgmt Proofreader Creative Dir Production Client Reader
courtyard.com
30% post consumer fibers
1 Guest room attendant

In-Room Notepad & Pen Room Attendant Card

Job No C0869 Ad Code — Placed Graphics Mode User Name
cy_oc_rev.eps

10
FPO 376 576 Recycle.eps Tim Koebbe
Client Courtyard
Last Saved
Pub — 10/6/08 1:42 PM
1st Insertion — Inks
Cyan
Ad Caption RoomAttendntCard PMS 576 C
PMS 376 C
Live None Ad Size — PMS 2708 C

Trim 3.375 in x 5.5 in Printed At None

CMYK • PMS 576 • PMS 144

Bleed 3.625 in x 5.75 in
Folded None
Built At 1 in = 1 in (100%)
Page 1 of 1
Info Prints 3 color PMS 576, 376 and 2708

File Name MARV_C0869_RmAttndntCard_Mech.indd

 How You Can Make the Difference

Brand Voice is more than just our logo and tag

Piece Order Number Vendor
line. It’s the soul of our brand. What we promise
to deliver, and how we deliver it. It’s about subtle Letterhead 7-866C AS Hospitality
invitations, things guests don’t even know they’re Business Card 7-2821C Brand AS Hospitality
WANDERING IS
ENCOURAGED.
WANDERING IS
FEEL FREE TO ROAM.
TAKE ADVANTAGE OF
looking for. 7-2789C Associate
ENCOURAGED. OUR OUTDOOR POLICY.

As a General Manager, you play the key role in Envelope #10, No Window 7-2312SC AS Hospitality

preparing your associates to provide genuine Envelope #10, Window 7-899C AS Hospitality
Key Cards Key Card Packet
A comfortable stay is always a more productive one.
service that makes each guest feel like a person Notecard & Envelope 7-893C AS Hospitality
So if there’s anything we can do to make your

on business, not just a business person. That’s Mailing Label 7-2530C AS Hospitality
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?

where this book will serve as a valuable resource. Key Packet 7-2330 AS Hospitality
Excellent Good Average Fair Poor

Your overall experience

Our accommodations

The check-in process

Be sure to share its contents with your staff and Key Card COU4 PLI
The check-out process

Room cleanliness

Restaurant
Food quality

encourage them to think about how they can

Service

Door Hanger U72CYPSH2 American Hotel Register

Lounge

Food delivery
Name of outside restaurant

Delivery speed

incorporate Brand Voice in their daily interactions.

Food quality

HSIA Card 7-2377 Wireless AS Hospitality

Value

Overall

The tools you provide will empower them to live

Feel free to share your ideas.

7-2378 Wired
the Business Unusual strategy.
Was anyone on our team especially helpful?

Would you visit us again next time you’re in town? 7-2376 Wired/Wireless
Comment Card 7-2841 AS Hospitality
When were you here?

Your name (optional)

Room number
Vendor phone numbers
Laundry Bag 1190CYLB2 American Hotel Register
Address

for on-property marketing materials

City

State Zip

Province Country

Telephone

• AS Hospitality – 877.511.8488 Room Attendant Card 7-2740 AS Hospitality

Email

GO AHEAD.
WE’RE OPEN TO SUGGESTIONS.
WEAR YOUR LUCKY SHIRT TWICE. • American Hotel Register – 888.551.7867 In-room Notepad U72CYNP3 American Hotel Register

Job No C0869 Ad Code — Placed Graphics User Name

Tim Koebbe
• PLI – 800.752.1017 Pen C2JCYP2 American Hotel Register
Client Courtyard
Last Saved

Door Hangers Comment Card Laundry Bag

Pub — 10/6/08 1:47 PM
1st Insertion — Inks

Ad Caption Comment Card

Live None Ad Size —
Trim 5 in x 11 in Printed At None
Bleed 5.25 in x 11.25 in Built At 1 in = 1 in (100%)

2 11 12
Folded None Page 1 of 2
Info Prints 1 color PMS 376

File Name MARV_C0869_CmmntCard_Mech.indd

Reader

CMYK • PMS 576 • PMS 144

 How You Can Make the Difference

Brand Voice is more than just our logo and tag

Piece Order Number Vendor
line. It’s the soul of our brand. What we promise
to deliver, and how we deliver it. It’s about subtle Letterhead 7-866C AS Hospitality
invitations, things guests don’t even know they’re Business Card 7-2821C Brand AS Hospitality
WANDERING IS
ENCOURAGED.
WANDERING IS
FEEL FREE TO ROAM.
TAKE ADVANTAGE OF
looking for. 7-2789C Associate
ENCOURAGED. OUR OUTDOOR POLICY.

As a General Manager, you play the key role in Envelope #10, No Window 7-2312SC AS Hospitality

preparing your associates to provide genuine Envelope #10, Window 7-899C AS Hospitality
Key Cards Key Card Packet
A comfortable stay is always a more productive one.
service that makes each guest feel like a person Notecard & Envelope 7-893C AS Hospitality
So if there’s anything we can do to make your

on business, not just a business person. That’s Mailing Label 7-2530C AS Hospitality
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?

where this book will serve as a valuable resource. Key Packet 7-2330 AS Hospitality
Excellent Good Average Fair Poor

Your overall experience

Our accommodations

The check-in process

Be sure to share its contents with your staff and Key Card COU4 PLI
The check-out process

Room cleanliness

Restaurant
Food quality

encourage them to think about how they can

Service

Door Hanger U72CYPSH2 American Hotel Register

Lounge

Food delivery
Name of outside restaurant

Delivery speed

incorporate Brand Voice in their daily interactions.

Food quality

HSIA Card 7-2377 Wireless AS Hospitality

Value

Overall

The tools you provide will empower them to live

Feel free to share your ideas.

7-2378 Wired
the Business Unusual strategy.
Was anyone on our team especially helpful?

Would you visit us again next time you’re in town? 7-2376 Wired/Wireless
Comment Card 7-2841 AS Hospitality
When were you here?

Your name (optional)

Room number
Vendor phone numbers
Laundry Bag 1190CYLB2 American Hotel Register
Address

for on-property marketing materials

City

State Zip

Province Country

Telephone

• AS Hospitality – 877.511.8488 Room Attendant Card 7-2740 AS Hospitality

Email

GO AHEAD.
WE’RE OPEN TO SUGGESTIONS.
WEAR YOUR LUCKY SHIRT TWICE. • American Hotel Register – 888.551.7867 In-room Notepad U72CYNP3 American Hotel Register

Job No C0869 Ad Code — Placed Graphics User Name

Tim Koebbe
• PLI – 800.752.1017 Pen C2JCYP2 American Hotel Register
Client Courtyard
Last Saved

Door Hangers Comment Card Laundry Bag

Pub — 10/6/08 1:47 PM
1st Insertion — Inks

Ad Caption Comment Card

Live None Ad Size —
Trim 5 in x 11 in Printed At None
Bleed 5.25 in x 11.25 in Built At 1 in = 1 in (100%)

2 11 12
Folded None Page 1 of 2
Info Prints 1 color PMS 376

File Name MARV_C0869_CmmntCard_Mech.indd

Reader

CMYK • PMS 576 • PMS 144

 Brand Voice
Operating Standards

10% TOTAL RECOVERED FIBER

ALL POST-CONSUMER FIBER

CMYK • PMS 576 • PMS 144

 Brand Voice
Operating Standards

10% TOTAL RECOVERED FIBER

ALL POST-CONSUMER FIBER

CMYK • PMS 576 • PMS 144