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
contents
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
Brand Voice Strategy 1.0 Brand Voice Strategy
The Courtyard by Marriott® brand identity standards are the source for 1.1 What Is Brand Voice?
all information required to support the strategy and positioning of the 1.2 Business Travel Redefined
brand in both its visual and verbal presentation. 1.3 The Target Guest: The Optimistic Achiever
1.4 Brand Principles
Every touch point is a chance to create an impression in the guest’s
1.5 The Tangibles
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.
Courtyard Brand Identity Standards
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.
Contents | Brand Voice Strategy | What Is Brand Voice? 1.1
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.
Courtyard Brand Identity Standards
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
Contents | Brand Voice Strategy | Business Travel Redefined 1.2
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.
Courtyard Brand Identity Standards
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.
Contents | Brand Voice Strategy | The Target Guest: The Optimistic Achiever 1.3
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.
Courtyard Brand Identity Standards
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.
Contents | Brand Voice Strategy | Brand Principles 1.4
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.
Courtyard Brand Identity Standards
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.
Contents | Brand Voice Strategy | The Tangibles 1.5
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 2.1 Logos 2.5 Photography Overview
The visual identity is critical to communicating the brand identity. 2.1.1 Logo Specifications 2.5.1 Business Unusual
The elements include logos, geometric shapes, organic shapes, color, 2.1.2 Logo Tag Line Lockup 2.5.2 Leisure Travel
typography and photography. These elements define the Courtyard 2.1.3 Logo Use 2.5.3 Interior
Brand Voice from a visual perspective. 2.1.4 Incorrect Logo Use 2.5.4 Exterior
2.5.5 Amenities
This section introduces the core visual identity elements and is a guide 2.2 Color Palette
2.5.6 Service
for using these elements to achieve a consistent look and feel across
2.3 Typography 2.5.7 Using Stock
customer touch points.
2.5.8 Shooting New
2.3.1 Typography Use
2.5.9 Incorrect Use
2.3.2 Headline & Logo Placement
2.5.10 Image Rights
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
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. Trees

• Online Registration symbol

• Print & Broadcast Advertising Courtyard word mark

• Stationery
Marriott word mark
• On-Property
• Sales Collateral
• Property and Regional Direct Mail
• Premium & Promotional Items
• Out of Home Advertising

• 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.
Courtyard Brand Identity Standards 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 0.375"/9.525mm/27 pixels at 72 dpi
2x
clear space, height and minimum size requirements will
ensure the Courtyard identity is always used
consistently and correctly. Minimum size
x
For high visibility and an uncluttered presentation, a
specific area of non-interference must be maintained
around the Courtyard logo. Determine the minimum 2x

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.
Courtyard Brand Identity Standards 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 0.375"/9.525mm/27 pixels at 72 dpi

minimum size requirements will ensure the Courtyard 2x

identity is always used consistently and correctly.

IT’S A NEW STAY.®
When using the two elements together, determine the
x
minimum amount of clear space for the Courtyard logo Minimum size

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

1.25x
Courtyard word mark (x). An area equal to two times
this height (2x in the diagram) should be kept clear on IT’S A NEW STAY.®
all sides of the logo. The tagline is set to a distance of 2x
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.
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.
4-color Black
• Logo can be reversed to white on a black or dark
color field.

Reversed out of a color Reversed out of black

Courtyard Brand Identity Standards 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 Never change logo arrangement Never change colors Never remove logo elements
color specifications.
• JPEG and GIF format images are designed for screen
applications and should not be printed.

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 Never enclose the logo inside

that inhibits its visibility a non-approved shape
Courtyard Brand Identity Standards 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.
PMS 576 PMS 376 PMS 376 50% PMS 366
The use of accent colors helps make the brand more CMYK RGB CMYK RGB CMYK RGB CMYK RGB
52 104 53 133 26 192 29 185
approachable by giving it a touch of humanity — little,
6 149 0 196 0 222 0 220
unexpected touches that delight Courtyard guests. 79 80 96 70 48 158 45 164
25 0 0 0

Note: CMYK and RGB callouts listed are a customized Accent Colors
conversion established specifically for Courtyard.

PMS 144 PMS 228 PMS 667 PMS 2708

CMYK RGB CMYK RGB CMYK RGB CMYK RGB
0 248 15 138 59 108 28 179
48 152 100 0 58 103 9 209
100 29 11 84 4 157 0 238
0 41 12 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 PMS 7427 Marriott Gold

CMYK RGB CMYK RGB CMYK RGB
100 0 7 1641 0 201
9 106 100 12 25 154
66 85 67 52 100 12 PANTONE®, PANTONE MATCHING SYSTEM,
41 31 24 PMS are Pantone, Inc.’s check-standard trademarks.
Courtyard Brand Identity Standards Contents | Visual Identity | Typography 2.3

Typography
Gotham Rounded Book
Gotham Rounded is the approved typeface for
Courtyard. Do not substitute another typeface for any ABCDEFGHIJKLMNOPQRSTUVWXYZ
reason. Consistent use of this typeface will contribute
abcdefghijklmnopqrstuvwxyz
to a unified Brand Voice. This typeface is available for
purchase at typography.com.
1234567890!@#$%^&*()
Gotham Rounded Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Gotham Rounded Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()
Courtyard Brand Identity Standards Contents | Visual Identity | Typography Use 2.3.1

Typography USe
Headlines are in Gotham Rounded Book, all caps. 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

Headline here.
The minimum distance between
should be dictated by the size of the application and its
the headline and supporting
specific communications needs.
copy is equal to the cap height

Additional copy, such as subheads and body copy, is Additional copy goes here. of the headline.

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. Subheads and body copy are Gotham Rounded Book,
sentence case. They are at least 25 percent smaller than
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
Courtyard Brand Identity Standards Contents | Visual Identity | Headline & Logo Placement 2.3.2

HEADLINE
Headline On White Headline On Green
& Logo Placement 3x 3x 3x
Alignment
Headlines should be left or right aligned and placed x
at an equal distance of 3x the cap height of the logo.
RefResH yOuR x
When no logo is used, text should be aligned an equal Business ROutine.
3x
distance of 3x the cap height of the headline. The logo RefResH yOuR
Business ROutine.
itself should also be aligned at an equal distance of 3x 3x
the logo’s cap height.

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
Shape Covers Less Than 40% Shape Covers More Than 40%
When the organic shape covers less than 40% of the
3x 3x
canvas area, place headline outside the shape. If the
3x
organic shape covers 40% or more of the canvas area, RefResH yOuR
x
Business ROutine.
place headline inside the shape.

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
RefResH yOuR
color. For longer copy, it is allowable to continue into Business ROutine.
x 3x
the next shade of green, as long as a distance of .5x is
maintained from the line of intersection between the
two greens.
Courtyard Brand Identity Standards Contents | Visual Identity | Visual System 2.4

Visual System
Geometric Shapes Organic Shapes
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
Geometric & Organic Shapes
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.
Courtyard Brand Identity Standards Contents | Visual Identity | Geometric Shape Use 2.4.1

Geometric Shape USE

Stripe Ratio Stripe Variations
The geometric shape is an integral part of the Courtyard
Brand Voice. It represents order and consistency, the
x
hallmarks of business. It is a visual manifestation of
functionality and performance.

Stripe Ratio
2x
• Stripes are based on a 1:2:4 stripe ratio
• 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 4x
PMS 576, PMS 376 and PMS 366 or 50% of PMS 376
• 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.
4x
• Should never be the largest stripe in the ratio system
• When adding an accent color, always house the stripes x
within an organic shape. See section 2.4.2.

8x

Always follow a color Always follow Always use a

progression of dark to a 1:2:4 ratio horizontal orientation
2x light or light to dark
Courtyard Brand Identity Standards Contents | Visual Identity | Organic Shape Use 2.4.2

Organic Shape use

Organic Shape Library
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.

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
1
1 2 3 4 5
layout is determined by using a 5x5 grid system. The
2 1
grid system is set up as follows: 2
3 3
4
1. Divide the layout into columns and rows of five, 5
4
regardless of the dimensions.
1. 5
2. Place the organic shape in any of the four corners.
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
2.
organic shape. For example, if the height is two cells
down, then the width must be three cells across or W
vice versa.

4. The organic shape can only bleed off two sides of the
H
layout. Never use two organic shapes in one layout.

5. In the case of extreme horizontal or extreme

H
vertical layouts, position the organic shape so that
3.
the side with more cells runs along the shorter side of
W
the layout.

1 2 3 4 5
1
2
3
4
5

4. 5.
Courtyard Brand Identity Standards Contents | Visual Identity | Organic Shape Use: Overlay 2.4.4

Organic shape use: 1. 2.

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 3. 4.
system. The process is as follows:

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 New shape created should
never be more than 10% More than 10%
the layout. Both shapes must bleed off two sides of
the layout.
5.
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.

6. Avoid undesirable tangents and small shapes that may

occur when the Organic Shape is overlayed using one
of these two methods: Overlaid and white areas Stripe ratio changed—
Undesirable small tangent. reversed—small tangent small tangent
• Re-arrange the organic shapes so the overlaying
successfully avoided. successfully avoided.
effect occurs on the widest stripe (figure 6a).
• Change the stripe ratio so the white area covers the 6. 6a. 6b.
smaller stripes (figure 6b).
Courtyard Brand Identity Standards Contents | Visual Identity | Organic Shape Use: Photography 2.4.5

organic shape use:

photography
There are two approved ways to house photography Option 1, Example One Option 1, Example Two

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 Option 2

• Three organic shapes are used to create the

layered effect.
• Set one side of the organic shape to an approved
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.
• Set one side of the organic shape to an approved
accent color. Set the other side to PMS 376 or PMS 576.
Courtyard Brand Identity Standards Contents | Visual Identity | Organic Ribbon 2.4.6

Organic Ribbon
Vertical organic ribbon Horizontal organic ribbon
The organic ribbon is an integral part of the Courtyard
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.

Organic Ribbon
• 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. Vertical organic ribbon Horizontal organic ribbon Horizontal organic ribbon
advertising use advertising use brochure use
• There is no maximum size restriction.

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

WHERE CONVENIENCE AND
COMFORT COME TOGETHER
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and 6.4 of the print Collateral standards for more partner

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information on how to use the organic ribbon. From $199/night

For more information or to make

EVEN BUSINESS NEEDS A BREATH OF FRESH AIR.
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reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX.
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THE OLD ROuTINE.
Find your balance On-site amenities
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Step out of the same old business travel routine when Courtyard offers everything you need to ensure • Wi-Fi access in the lobby space
Package Offer Goes Here you step inside Courtyard by Marriott®. Here, we offer a successful and enjoyable trip. Here you’ll discover the • Breakfast served daily, including
Ure commolo borper a fresh approach to helping you stay productive while ideal combination of comfort and convenience: eggs cooked to order
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you’re on the road. Courtyard is designed to work • The Market, with 24-hour access to food,
nismodipsum vent aliquis In-room amenities
the way you do — no matter how often you choose to snacks and refreshments
• Free high-speed Internet access
From $ 199/night switch gears. From maximizing productivity anywhere
• King-size beds with cotton-rich linens, thicker
• Fax, copy and print in the business center
on property, to taking full advantage of downtime • Meeting rooms with audiovisual service available
mattresses and fluffier pillows
For more information or to make when it arises, we provide the space and flexibility to • Swimming pool, exercise room and whirlpool
reservations, call XXX.XXX.XXXX • Large work desk with no-glare lighting and an
help you stay energized and make the most of every • Guest laundry
or visit courtyard.com/XXXXX. ergonomic chair
travel experience. • Cozy lounge with big-screen TV
Courtyard by Marriott® • Two telephones with data ports and voice mail
Goshen • This property supports a smoke-free policy
Courtyard by Marriott® • Complimentary coffee, tea and newspaper
1930 Lincolnway East, Goshen, IN 46526
Fort Lauderdale Airport & Cruise Port
T 574.534.3133 F 574.534.6929
400 Gulf Stream Way, Dania Beach, FL 33004 • Iron and ironing board
courtyard.com/xxxxx IT’S
IT’SA
A NEW STAY.�®
NEW STAY.
T 954.342.8333 F 954.342.8555
courtyard.com/xxxxx IT’S
IT’SAANEW
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, 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
quat. Ut lore erit en to upin frnulla facip illum alismol bortio dui blam veliquis am niam veliquam 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
zzriliquat. Ut iuscing. Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin 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
frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing. bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing.

FULL PAGE PARTNER AD: VERTICAL IMAGE

Placed Graphics Mode Eff. Res. User Name

Job No C0871 Ad Code —
CYHallway-054_crop.tif . . . . . . . . . . . . . . . . . . .CMYK 750 ppi, -750 ppi
CYPool-072.tif . . . . . . . . . . . . . . . . . . . . . . . . . . . .CMYK 967 ppi Tim Koebbe
Client Courtyard CYLobby-061.jpg . . . . . . . . . . . . . . . . . . . . . . . . .CMYK 600 ppi, -600 ppi Last Saved
Pub — 10/31/08 2:11 PM
1st Insertion — Inks
Cyan
Ad Caption Rack Brochure Magenta
Yellow
Live None Ad Size — Black

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%)
Courtyard Brand Identity Standards 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. Interior Exterior
• 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.

Service Business Amenities

Courtyard Brand Identity Standards 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-to-
day 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.
Courtyard Brand Identity Standards 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.
Courtyard Brand Identity Standards 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.
Courtyard Brand Identity Standards 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.
Courtyard Brand Identity Standards 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.
Courtyard Brand Identity Standards 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.
Courtyard Brand Identity Standards 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. 2
1 3
7. Shots should use facial expressions and body language to
portray guests benefiting from the environment.

4 5 7
Courtyard Brand Identity Standards 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 straight-

ahead 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
2
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
1 3
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.

4 5
Courtyard Brand Identity Standards 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
NO NO NO
lacking detail, highlights, and depth in 1 2 3

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
4 5 6
Courtyard Brand Identity Standards 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
Verbal identity is used to bring the brand to life in written and verbal 3.1 Verbal Style
communications. The more consistently Brand Voice is used in 3.2 Short Form
communication and execution, the more quickly consumers will identify 3.3 Long Form
with the brand and what makes it different and better.
Courtyard Brand Identity Standards
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.
Contents | Verbal Identity | Verbal Style 3.1
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.
Courtyard Brand Identity Standards
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.
Contents | Verbal Identity | Short Form 3.2
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
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.
Contents | Verbal Identity | Long Form 3.3
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
Step out of the same old business travel routine when
you step inside Courtyard by Marriott®. Here, we offer
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 make the most of every travel experience.
Stationery 4.0 Stationery
Stationery standards are designed to communicate a consistent 4.1 Business Card
Brand Voice at all customer touch points. The business card, envelope 4.2 Letterhead
and letterhead are just a few of the communications that make up 4.3 Business Envelope
stationery. This section covers detailed specifications for stationery 4.4 Business Envelope with Window
items for Courtyard hotels. 4.5 In-Room Note Pad
4.6 In-Room Pen
Be sure to read the standards to understand how to use the logos,
4.7 Note Card & Envelope
typefaces and color palettes properly. For specifics on these elements,
4.8 Mailing Label
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.
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 Marian Weerasinghe
located on BrandWorks in the Download section. Operations Manager
Courtyard by Marriott
Production Specifications San Francisco Airport/
Oyster Point Waterfront
• Printing: 3 PMS colors plus black (PMS 144, PMS 576, 1300 Veterans Blvd.
PMS 376), bleed. Optional upgrade: Back flood PMS 144 South San Francisco, CA 94080

• Trim: 3.5” x 2” T 650.871.4100

M 650.589.4251
• Paper: Utopia 120# Dull Cover or comparable paper with F 650.871.4700
marian.weerasinghe@marriott.com
10% PCW, required for Green Seal Certification
Operated under a license agreement from Marriott International, Inc.
• For specifics on logos, typefaces and color, see
Visual Identity (section 2.0).
Business Card Front

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

Business Card Optional Back

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

Letterhead
Order stationery items from normal vendors. Nothing
has changed in this process. If needed, artwork files are Courtyard by Marriott®
San Francisco Airport/
Oyster Point Waterfront
located on BrandWorks in the Download section.
1300 Veterans Blvd.
South San Francisco, CA 94080
T 650.871.4100 F 650.871.4700
Production Specifications courtyard.com

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

PMS 376), bleed
• Trim: 8.5” x 11”
• Paper: Finch Casablanca 60# text or comparable paper
with 30% 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.
• If one line of contact information is too long, break into
two lines and justify right.
• Do not alter the font, font size or font color.

Operated under a license agreement from Marriott International, Inc. Contains 30% post consumer fibers
Courtyard Brand Identity Standards Contents | Print Standards | Stationery | Business Envelope 4.3

Business Envelope
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). Corner bleed requires converted envelope
• Trim: #10 envelope, square flap
• Paper: Finch Casablanca 60# text or comparable paper
with 30% PCW, required for Green Seal Certification
• For specifics on logos, typefaces and color, see
Visual Identity (section 2.0).
Business Envelope Front
Notes
• Do not alter the design.
• Do not alter the font, font size or font color.
• 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 | Business Envelope with Window 4.4

Business Envelope
with window
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). Corner bleed requires converted envelope
• Trim: #10 window envelope, square flap
• Paper: Finch Casablanca 60# text or comparable paper
with 30% PCW, required for Green Seal Certification
• For specifics on logos, typefaces and color, see
Business Envelope Front
Visual Identity (section 2.0).

Notes
• Do not alter the design.
• Do not alter the font, font size or font color.
• It is recommended that the hotel name and address be Courtyard by Marriott® Minneapolis Maple Grove/Arbor Lakes
11871 Fountains Way | Maple Grove, MN 55369

broken into two lines.

Business Envelope Back

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

IN-ROOM NOTE PAD

Order stationery items from normal vendors. Nothing
has changed in this process. If needed, artwork files are
located on BrandWorks in the Download section. ACCOMPLISHED LIST.
Much more gratifying than a to-do list, don’t you think?
Production Specifications
• Printing: 1 color (PMS 144)
• Trim: 4” x 5.5” 15, sheets with chipboard back
• Paper: 50# uncoated commodity or comparable sheet
with 30% 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 or copy.
• Do not alter the font, font size or font color.

courtyard.com
30% post consumer fibers
Courtyard Brand Identity Standards Contents | Print Standards | Stationery | In-Room Pen 4.6

IN-ROOM PEN
Order stationery items from normal vendors. Nothing
has changed in this process. If needed, artwork files are
located on BrandWorks in the Download section.
Pen Front – Upgraded
Both color pens will come in the order.

Production Specifications
• Printing: 2 colors (PMS 144, PMS 576)
Pen Back – Standard
• For specifics on logos, typefaces and color, see
Visual Identity (section 2.0).
• 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
• Do not alter the design or copy.
• Do not alter the font, font size or font color.

Pen Back – Standard

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

Note Card & Envelope

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 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 1300 Veterans Blvd. | South San Francisco, CA 94080 Contains 30% post consumer fibers

comparable paper with 10% PCW, required for Green

Courtyard by Marriott® San Francisco Airport/Oyster Point Waterfront

Note Card Front Note Card Back

Seal Certification
Envelope: Finch Casablanca 60# text or
comparable paper with 30% PCW, required for Green
Seal Certification
• For specifics on logos, typefaces and color, see
Visual Identity (section 2.0)

Notes
Courtyard by Marriott® San Francisco Airport/Oyster Point Waterfront
1300 Veterans Blvd. | South San Francisco, CA 94080
• Do not alter the design.
• Do not alter the font, font size or font color.
• 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
Order stationery items from normal vendors. Nothing
has changed in this process. If needed, artwork files are
located on BrandWorks in the Download section. Courtyard by Marriott®
San Francisco Airport/
Production Specifications Oyster Point Waterfront

• Printing: 1 color (PMS 376), bleed 1300 Veterans Blvd.

South San Francisco, CA 94080
• Trim: 5.125” x 4”
• Paper: Crack ’n Peel label
• 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.
On-Property materials 5.0 On-Property Materials
On-property materials are designed to communicate a consistent 5.1 Key Card
Brand Voice at all customer touch points. Key cards, laundry bags 5.2 Key Packet
and door hangers are just a few of the communications that make up 5.3 Door Hanger
on-property materials. This section covers detailed specifications for 5.4 High-Speed Internet Access Card
on-property materials for Courtyard hotels. 5.5 Laundry Bag
5.6 Comment Card
Be sure to read the guidelines to understand how to use the logos,
5.7 Room Attendant Card
typefaces and color palettes properly. For specifics on these elements,
see Visual Identity (section 2.0).

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. TAkE AdvAnTAgE OF
FEEL FREE TO ROAM.
OuR OuTdOOR pOLicy.
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.

Production Specifications
• Printing: Front: 1 color (PMS 144, PMS 667, PMS 2708
or PMS 228), Back: black
• Trim: 3.375” x 2.125”
WAndERing is WAndERing is
• For specifics on logos, typefaces and color, see EncOuRAgEd. EncOuRAgEd.
Visual Identity (section 2.0).

Notes
• Do not alter the design or copy.
• Do not alter the font, font size or font color.
• No sponsorship, advertising, non-Courtyard logos
or messaging is permitted on key cards.

Key Card Back

• Lock all windows and doors.

• Employees are required
FOR yOuR sEcuRiTy

• keep key card with you

• use safe-deposit box

to wear name tags.

• use viewport to id
for valuables.

at all times.
all visitors.

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

Key Packet
Order on-property materials from normal vendors.
Key Packet Outside
Nothing has changed in this process. If needed,
artwork files are located on BrandWorks in the
Download section.

Production Specifications
• 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
• For specifics on logos, typefaces and color, see
Visual Identity (section 2.0).

Notes Key Packet Inside

• Do not alter the design.
• Do not alter the font, font size or font color.
• No sponsorship, advertising, non-Courtyard logos The lock on your room
or messaging is permitted on key packets. is not meant to
keep you in there. 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. Version 1 Version 2 Version 3
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.

Production Specifications
• 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
• For specifics on logos, typefaces and color, see
Visual Identity (section 2.0).

Notes
• Do not alter the design or copy.
• 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
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.
FREE INTERNET IS
Production Specifications AVAILABLE IN YOUR ROOM.
• Printing: 3 colors (PMS 576, PMS 376, and
And in the lobby. And in the business library.
PMS 144), bleed
Just consider your options.
• Trim: : 6” x 4” flat
Please contact the front desk for assistance.
• Paper: 12pt., coated, 2 sides or comparable paper
with 10% PCW, required for Green Seal Certification
• For specifics on logos, typefaces and color, see
Visual Identity (section 2.0). Wired Access Wireless Access
1. Plug Ethernet cable into laptop. 1. Ensure you have a Wi-Fi compliant laptop.
Notes 2. Turn on laptop. 2. Open wireless network connection.
• Do not alter the design or copy. 3. Launch Internet browser. 3. Select hotel’s wireless network.
• Do not alter the font, font size or font color. 4. Launch Internet browser.

FREE INTERNET IS FREE INTERNET IS

AVAILABLE IN YOUR ROOM. AVAILABLE IN YOUR ROOM.
And in the lobby. And in the business library. And in the lobby. And in the business library.
Just consider your options. Just consider your options.
Please contact the front desk for assistance. Please contact the front desk for assistance.

Wired Access Wireless Access

1. Ensure you have a Wi-Fi compliant laptop.
1. Plug Ethernet cable into laptop.
2. Open wireless network connection.
2. Turn on laptop. 3. Select hotel’s wireless network.
3. Launch Internet browser. 4. Launch Internet browser.
Courtyard Brand Identity Standards Contents | Visual Identity | On-Property Materials | Laundry Bag 5.5

Laundry Bag
Order on-property materials from normal vendors. Laundry Bag Front Laundry Bag Back

Nothing has changed in this process. If needed,

artwork files are located on BrandWorks in the
Download section.

Production Specifications
• Printing: 1 color (PMS 144). Gutter added to avoid bleed
• Trim: 16” x 18” x 3”
• Gusset bottom
• Drawstring closure
• For specifics on logos, typefaces and color, see
Visual Identity (section 2.0).

Notes
• Do not alter the design or copy.
• Do not alter the font, font size or font color.

go ahead.
wear your lucky shirt twice.
Courtyard Brand Identity Standards Contents | Visual Identity | On-Property Materials | Comment Card 5.6

COMMENT CARD
Order on-property materials from normal vendors. Comment Card Front Comment Card Inside

Nothing has changed in this process. If needed,

A comfortable stay is always a more productive one.
artwork files are located on BrandWorks in the So if there’s anything we can do to make your
Download section. 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.
WE’RE OPEN TO SUGGESTIONS.

Production Specifications
How would you rate the following?
• Printing: Outside: 1 color (PMS 376), bleed Excellent Good Average Fair Poor

Your overall experience

Inside: black Our accommodations

Friendliness of front desk staff
• Trim: 5.5” x 5” folded; 5.5” x 10” flat The check-in process

The check-out process

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

Seal Certification Restaurant

Food quality

• For specifics on logos, typefaces and color, see Service

Lounge

Visual Identity (section 2.0). Food delivery

Name of outside restaurant

Delivery speed
Notes Food quality

• Do not alter the design or copy.

Value
WE’RE OPEN TO SUGGESTIONS. Overall

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

Feel free to share your ideas.

Comment Card Back

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 Zip

Province Country

Telephone

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

Room Attendant card

Order on-property materials from normal vendors. Room Attendant Card Front

Nothing has changed in this process. If needed,

artwork files are located on BrandWorks in the
Download section.

Production Specifications
Guest room attendant
• Printing: Outside: 3 colors (PMS 576, PMS 376, and
PMS 2708), bleed. Inside: blank Guest room attendant
COURTYARD BY MARRIOTT.
• Trim: 3.375” x 5.5” flat; 3.375” x 2.75” folded
THANK YOU FOR STAYING AT
• Paper: 80# cover with 30% PCW, required for Green COURTYARD BY MARRIOTT.
THANK YOU FOR STAYING AT
Seal Certification
THANK YOU FOR STAYING AT
COURTYARD BY MARRIOTT.
• For specifics on logos, typefaces and color, see
Visual Identity (section 2.0).
Guest room attendant

Notes
• Do not alter the design or copy.
• Do not alter the font, font size or font color.
Room Attendant Card Back
Print collateral 6.0 Print Collateral
Print collateral materials are designed to communicate a consistent 6.1 Rack Cards: Front
Brand Voice at all guest touch points. To learn about Brand Voice, visit 6.2 Rack Cards: Back
section 1.0. Rack Cards, Rack Brochures and Meeting Planner Guides 6.3 Rack Brochure: Front
are just a few of the integral communications that make up collateral 6.4 Rack Brochure: Interior Spread
materials. This section covers detailed specifications for all print 6.5 Rack Brochure: Back
collateral materials for Courtyard by Marriott. 6.6 Meeting Planner Guide: Front
6.7 Meeting Planner Guide: Back
Be sure to read the guidelines to understand how to use the logos,
6.8 Brand Folder
typefaces and color palettes properly. For specifics on these elements,
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.

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 Typography

Courtyard by Marriott® Brand logo
of features, services and contact • Headline color is PMS 576 or PMS 376
Goshen Courtyard by Marriott®
Goshen, IN
Courtyard by Marriott®
1930 Lincolnway East
Hotel-specific Goshen, IN

information targeted to the individual plus the sameT 574.534.3133

accent color used on the
Goshen, IN 46526
information
F 574.534.6929

leisure and business traveler. The design organic shape.

Reservations 800.123.4567
courtyard.com/SBNGS Organic shape
and copy support the brand positioning • The accent color is used to emphasize
Guest Room Amenities
of Business Unusual. a key word inXXX
the headline.
spacious guest rooms and X suites • Large well-lit, White background
flexible work desk, ergonomic chair • Comfortable sitting

• Headline sizearea
and placement are fixed.
• Individual climate control • AM/FM alarm clock
REFRESH YOuR yOuR TRAVEL.
Layout radio • Remote-controlled cable TV • HBO • Telephone with
message light and data port • Pute feu feugait iuscilit • Wis eu BuSINESS ROuTINE. Headline yOuR TIME.
• Headline is maximum
facilla facin ver iure •of three
Et vullamet • Osto lines.
core volobore minissi

• One layout option is provided. Facilities & Services

• Hotel locatorOutdoor
is placed in the
pool and whirlpool • Indoor upper
pool and whirlpool • Geometric stripes
• The organic shape and geometric Exercise room • Golf and tennis nearby • Jogging trail

left corner. nearby • Breakfast served daily • Restaurant serving breakfast,

lunch & dinner • Dinner delivery service available • Room
stripes are fixed. service • Free parking • The Market, a 24/7 self-serve pantry

Attractions
Primary photo
• Photography is full color. Resources Met wis dignim dolese eugiam • Dolessectem illa corem
zzriust ionsed • Euis augue tin eraesequip eugait • Nummolore

• Photography should focus on the To learn more, visit:

delent luptatu eraessequat • Agna con henim at nisl ilisi • Bla
amet inisi blam • Quat wis ametum duis nonum

Optimistic Achiever guest, the hotel Brand Voice: section 1.0

and the hotel amenities.
Local Companies
Lockheed Martin (8M) • Kaiser Permanente (1/4M) • Defense
Logistics Agency (4M) • Progressive Nursing (3M) • Mobil
Visual Identity:Oilsection 2.0
(6M) • Washington Gas (3M) • Amtrak Autotrain (7M)

IT’S A NEW STAY.℠

• The organic shape color is
recommended in orange for the
primary hotel rack card. Choose
Geometric stripes
Color Palette: section 2.2
Photo Selection: section 2.5
Verbal Identity: section 3.0
Directions

from other accent colors for additional Otet consed esequisit

ut ipit vero od magna
© 2008 Marriott International, Inc. Secondary photo
feugiam, vel ut velit
nostie dolobor periure

segment rack cards. Is endre min eugaites

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

• The geometric stripe colors are conse te dolorer ostrud

magnisis alit augiamet velis
eugait wisim.

PMS 576 and PMS 376.

• Do not alter the design.
Placed Graphics Mode Eff. Res. User Name
Job No C0871 Ad Code —
Logo
map PP example_B&W.tif . . . . . . . . . . . . . . . . . .Gray 863 ppi, 863 ppi
CYBusinessOutdoor-194.tif . . . . . . . . . . . . . . . . .CMYK 1071 ppi, 1071 ppi Tim Koebbe
Client Courtyard CYLobby-328.tif . . . . . . . . . . . . . . . . . . . . . . . . . .CMYK 1304 ppi Last Saved
cy_oc_rev.eps
Pub — 10/31/08 2:15 PM

• Use brand logo. 1st Insertion — Inks

Cyan
Ad Caption Rack Card Magenta
Yellow

• Logo is reversed out of the

Live None
Trim 4 in x 9 in
Ad Size —
Printed At None
Black

organic shape.
Bleed 4.25 in x 9.25 in Built At 1 in = 1 in (100%)
Requirements for Design
Folded None Page 1-2 of 4
and Production

Info —

• Refer to template for instructions File Name MARR_C0871_CY_RackCard_Mech.indd Graphic professionals should refer to templates • Preferred Stock: 100# cover,
on size and placement of logo.
Writer Art Director Traffic Acct Mgmt Proofreader Creative Dir Production Client
for exact placement, color palette and
Reader
silk or dull coated, with minimum 10% PCW
1 additional specifics of layout. (required for Green Seal Certification).
• Do not alter the logo in any way. Printing Specifications • Varnish: Dull flood or gloss spot on
• Preferred Printing: 4cp images only.

• Trim: 4” x 9 ”, 2-sided • Do not use UV coating.

Courtyard Brand Identity Standards
RACK cards: back
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.
• Do not alter the design.
• 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
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
each version.
• Courtyard tag line appears in all caps.
• Do not alter the font size.
Rack Card Back Option A
Resources
To learn more, visit:
Brand Voice: section 1.0
Visual Identity: section 2.0
Color Palette: section 2.2
Verbal Identity: section 3.0
Contents | Print Collateral | Rack Cards: Back 6.2
Rack Card Back Option B
Organic shape
Courtyard by Marriott® Courtyard by Marriott®
Courtyard by Marriott® Courtyard by
Goshen Goshen
1930 Lincolnway East Goshen, IN 1930 Lincolnway East Goshen, IN
Goshen, IN 46526
Hotel name, address Goshen, IN 46526
T 574.534.3133 T 574.534.3133
F 574.534.6929
Reservations 800.123.4567
& contact information F 574.534.6929
Reservations 800.123.4567
courtyard.com/SBNGS courtyard.com/SBNGS
White background
Guest Room Amenities
At-a-glance subhead Guest Room Amenities
XXX spacious guest rooms and X suites • Large well-lit, XXX spacious guest rooms and X suites • Large well-lit,
flexible work desk, ergonomic chair • Comfortable sitting flexible work desk, ergonomic chair • Comfortable sitting
area • Individual climate control • AM/FM alarm clock
radio • Remote-controlled cable TV • HBO • Telephone with
REFRESH YOuR area • Individual climate control • AM/FM alarm clock
radio • Remote-controlled cable TV • HBO • Telephone with
REFRES
message light and data port • Pute feu feugait iuscilit • Wis eu BuSINESS ROuTINE.
At-a-glance copy message light and data port • Pute feu feugait iuscilit • Wis eu BuSINE
facilla facin ver iure • Et vullamet • Osto core volobore minissi facilla facin ver iure • Et vullamet • Osto core volobore minissi
Facilities & Services Facilities & Services
Outdoor pool and whirlpool • Indoor pool and whirlpool •
Exercise room • Golf and tennis nearby • Jogging trail
Outdoor pool and whirlpool • Indoor pool and whirlpool
• Exercise room • Golf and tennis nearby • Jogging trail
nearby • Breakfast served daily • Restaurant serving breakfast, 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
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
Attractions
Met wis dignim dolese eugiam • Dolessectem illa corem zzriust
zzriust ionsed • Euis augue tin eraesequip eugait • Nummolore ionsed • Euis augue tin eraesequip eugait • Nummolore delent
delent luptatu eraessequat • Agna con henim at nisl ilisi • Bla
amet inisi blam • Quat wis ametum duis nonum
luptatu eraessequat • Agna con henim at nisl ilisi • Bla amet
inisi blam • Quat wis ametum duis nonum
Local Companies
Lockheed Martin (8M) • Kaiser Permanente (1/4M) • Defense
Local Companies
Lockheed Martin (8M) • Kaiser Permanente (1/4M) • Defense
Logistics Agency (4M) • Progressive Nursing (3M) • Mobil Logistics Agency (4M) • Progressive Nursing (3M) • Mobil
Oil (6M) • Washington Gas (3M) • Amtrak Autotrain (7M) Oil (6M) • Washington Gas (3M) • Amtrak Autotrain (7M)
IT’S A NEW STAY.℠
Tag line 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
Map wisim. con exeril ut adionsed
Directions IT’S A NEW STAY.℠
Otet consed esequisit
ut ipit vero od magna
© 2008 Marriott International, Inc.
feugiam, vel ut velit
© 2008 Marriott International, Inc.
nostie dolobor periure
Is endre min eugaites
veraessit iurem zerillan ent
nostrud es tet, con exeril
Directions
ut adionsed tet bam vero
conse te dolorer ostrud
magnisis alit augiamet velis
eugait wisim.
Copyright information
Job No C0871 Ad Code — Placed Graphics Mode Eff. Res.
map PP example_B&W.tif . . . . . . . . . . . . . . . . . .Gray 863 ppi, 863 ppi
CYBusinessOutdoor-194.tif . . . . . . . . . . . . . . . . .CMYK 1071 ppi, 1071 ppi
User Name
Tim Koebbe
Job No C0871 Ad Code — Placed Graphics
CYBusinessOutdoor-194.tif
CYLobby-328.tif . . . . . . . . .
Client Courtyard CYLobby-328.tif . . . . . . . . . . . . . . . . . . . . . . . . . .CMYK 1304 ppi Client Courtyard cy_oc_rev.eps
Last Saved
cy_oc_rev.eps
Pub —
1st Insertion —
10/31/08 2:15 PM
Inks
Cyan
Pub —
1st Insertion —
Ad Caption Rack Card Magenta
Ad Caption Rack Card
Yellow
Live None Ad Size — Black Live None Ad Size —
Trim 4 in x 9 in Printed At None Trim 4 in x 9 in Printed At None
Bleed 4.25 in x 9.25 in
Folded None
Built At 1 in = 1 in (100%)
Page 1-2 of 4
Bleed 4.25 in x 9.25 in
Folded None
Built At 1 in = 1 in (100%)
Page 3-4 of 4
Info — Info —
File Name MARR_C0871_CY_RackCard_Mech.indd File Name MARR_C0871_CY_RackCard_Mech.indd
Writer Art Director Traffic Acct Mgmt Proofreader Creative Dir Production Client Reader
Writer Art Director Traffic Acct Mgmt Proofreader Creative Dir Production Client Reader
1 1
Courtyard Brand Identity Standards Contents | Print Collateral | Rack Brochure: Front 6.3

RACK brochure: front Rack Brochure Front

Rack brochures are used to showcase Typography

Courtyard by Marriott®
Courtyard by Marriott® Brand logo
the hotel’s amenities and offerings. • Headline colors
Goshen
are PMS 576 or PMS Goshen, IN
1930 Lincolnway East
Hotel-specific information
Goshen, IN 46526
The photos and copy target the leisure 376 plus the same accent color used
T 574.534.3133
F 574.534.6929
and business traveler. The entire piece on the organic shape.
Reservations 800.123.4567
Organic shape
courtyard.com/SBNGS
supports the brand positioning of • The accent color is used to emphasize
Business Unusual. a key wordGuest
in the headline.
Room Amenities White background
XXX spacious guest rooms and X suites • Large well-lit,
• Headline size and
flexible placement
work desk, ergonomic chair are fixed.
• Comfortable sitting
Layout area • Individual climate control • AM/FM alarm clock
• Headline isradio
maximum of cable
• Remote-controlled three lines.
TV • HBO • Telephone
Headline
• One layout option is provided. with message light and data port • Pute feu feugait REFRESH YOuR
• Hotel locator is placed in the upper
iuscilit • Wis eu facilla facin ver iure • Et vullamet • Osto
TRAVEL ROuTINE.
• The organic shape and geometric core volobore minissi

left corner.Facilities & Services Geometric stripes

stripes are fixed. Outdoor pool and whirlpool • Indoor pool and whirlpool
• Exercise room • Golf and tennis nearby • Jogging trail
• Photography is full color. Resources nearby • Breakfast served daily • Restaurant serving
breakfast, lunch & dinner • Dinner delivery service
• Photography should focus on the To learn more, visit:
available • Room service • Free parking • The Market, a Primary photo
24/7 self-serve pantry
Optimistic Achiever guest, the hotel Brand Voice: section 1.0
Attractions

and the hotel amenities.

Work the way you want Visual Identity: section 2.0
Met wis dignim dolese eugiam • Dolessectem illa corem
zzriust ionsed • Euis augue tin eraesequip eugait •
Whether you’re tending to business or penciling in
• The organic shape color is PMS 144. Color Palette:
some personal time, no hotel makes it easier to get
section 2.2
Nummolore delent luptatu eraessequat • Agna con
henim at nisl ilisi • Bla amet inisi blam • Quametum

• The geometric stripe colors are PMS Photo Selection:

things accomplished on your terms. With open lobby
section 2.5
Local Companies Geometric stripes
space, featuring free Wi-Fi, you can switch seamlessly
Lockheed Martin (8M) • Kaiser Permanente (1/4M) •
576 and PMS 376. from work to downtime and back. For a change Verbal Identity:
Defensesection 3.0
Logistics Agency (4M) • Progressive Nursing
of pace, simply change the scenery. We boast the (3M) • Mobil Oil (6M) • Washington Gas (3M) • Amtrak
• Do not alter the design.
largest number of stand-alone outdoor courtyards in Autotrain (7M)
the industry, as well as the most relaxation-friendly
Directions
outdoor space.
Logo Otet consed esequisit ut ipit vero od magna feugiam,
Refuel at The Market anytime of the day. It’s a 24/7 vel ut velit nostie dolobor periure Is endre min eugaites

• Use brand logo. haven for travelers who arrive late, work overtime or veraessit iurem zerillan ent nostrud es tet, con exeril ut Secondary photo
© 2008 Marriott International, Inc.

adionsed tet bam vero conse te dolorer ostrud magnisis

just need a quick pick-me-up.
• Logo is reversed out of the alit augiamet velis eugait wisim. con exeril ut adionsed

IT’S A NEW STAY.℠

organic shape.
• Refer to template for instructions
on size and placement of logo.
• Do not alter the logo in any way.
Requirements for Design
and Production
Graphic professionals should refer to templates • Preferred Stock: 100# text, silk or dull
for exact placement, color palette and coated, with minimum 10% PCW (required
additional specifics of layout. for Green Seal Certification).
Printing Specifications • Varnish: Dull flood or gloss spot on
• Preferred Printing: 4cp images only.

• Trim: 11” x 8.5”, 2-sided — folds to 3.66” x 8.5” • Do not use UV coating.
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 Typography

Full color photos
the hotel’s amenities and offerings. • Headline colors are PMS 576 or PMS
Organic Ribbon
The photos and copy target the leisure 376 plus the same accent color used
and business traveler. The entire piece on the ribbon.
supports the brand positioning of • The accent color is used to emphasize
Business Unusual. a key word in the headline.
• Headline size and placement are fixed. Subheads
Layout
• Headline is maximum of three lines. Body copy
• Three layout options are provided.
• Subhead color should always match
• Photography is full color. A FRESH TAKE ON
the accent color used on the ribbon. Headline
THE OLD ROuTINE.
• Photography should focus on the Find your balance On-site amenities

• Body copy color is black. Step out of the same old business travel routine when Courtyard offers everything you need to ensure • Wi-Fi access in the lobby space

Optimistic Achiever guest, the hotel

and the hotel amenities.
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 ideal combination of comfort and convenience: eggs cooked to order
you’re on the road. Courtyard is designed to work • The Market, with 24-hour access to food,
In-room amenities
Resources the way you do — no matter how often you choose to
switch gears. From maximizing productivity anywhere
• Free high-speed Internet access
snacks and refreshments
• Fax, copy and print in the business center
• King-size beds with cotton-rich linens, thicker
on property, to taking full advantage of downtime • Meeting rooms with audiovisual service available

• Do not alter the design.
To learn more, visit: when it arises, we provide the space and flexibility to
mattresses and fluffier pillows
• Large work desk with no-glare lighting and an
• Swimming pool, exercise room and whirlpool
help you stay energized and make the most of every • Guest laundry
ergonomic chair

Brand Voice: section 1.0

travel experience. • Cozy lounge with big-screen TV
• Two telephones with data ports and voice mail
• This property supports a smoke-free policy
Organic Ribbon • Complimentary coffee, tea and newspaper

Visual Identity: section 2.0

• Iron and ironing board

White background
• The ribbon has been created from two
Color Palette: section 2.2
organic shapes overlayed. It is used to
Photo Selection: section 2.5
separate photography and copy within
Verbal Identity: section 3.0
a layout.
Placed Graphics Mode Eff. Res. User Name
Job No C0871 Ad Code —
CYHallway-054_crop.tif . . . . . . . . . . . . . . . . . . .CMYK 750 ppi, -750 ppi
CYPool-072.tif . . . . . . . . . . . . . . . . . . . . . . . . . . . .CMYK 967 ppi Tim Koebbe
Client Courtyard CYLobby-061.jpg . . . . . . . . . . . . . . . . . . . . . . . . .CMYK 600 ppi, -600 ppi Last Saved
Pub — 10/31/08 2:11 PM

• The ribbon colors are PMS 376 or PMS 1st Insertion —

Ad Caption Rack Brochure
Inks
Cyan
Magenta
Yellow

576 and PMS 144. Rack Brochure Interior Spread

3.66 in x 8.5 in


Live None
Trim
Ad Size —
Printed At None
Rack Brochure Interior Spread Black

Option B: Two Images

3.91 in x 8.75 in Bleed Built At 1 in = 1 in (100%) Option C: One Image
• It is a fixed element and can not be

Folded None
Info —
Page 4-6 of 6

altered in any way.

File Name MARR_C0871_Rack Brochure_Mech.indd
Writer Art Director Traffic Acct Mgmt Proofreader Creative Dir Production Client Reader

A FRESH TAKE ON A FRESH TAKE ON

THE OLD ROuTINE.
Step out of the same old business travel routine when
you step inside Courtyard by Marriott®. Here, we offer
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.
Find your balance
Courtyard offers everything you need to ensure
a successful and enjoyable trip. Here you’ll discover the
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
THE OLD ROuTINE.
On-site amenities Find your balance On-site amenities
• Wi-Fi access in the lobby space Step out of the same old business travel routine when Courtyard offers everything you need to ensure • Wi-Fi access in the lobby space
• Breakfast served daily, including you step inside Courtyard by Marriott®. Here, we offer a successful and enjoyable trip. Here you’ll discover the • Breakfast served daily, including
eggs cooked to order a fresh approach to helping you stay productive while ideal combination of comfort and convenience: eggs cooked to order
• The Market, with 24-hour access to food, you’re on the road. Courtyard is designed to work • The Market, with 24-hour access to food,
In-room amenities
snacks and refreshments the way you do — no matter how often you choose to snacks and refreshments
• Free high-speed Internet access
• Fax, copy and print in the business center switch gears. From maximizing productivity anywhere • Fax, copy and print in the business center
• King-size beds with cotton-rich linens, thicker
• Meeting rooms with audiovisual service available on property, to taking full advantage of downtime • Meeting rooms with audiovisual service available
mattresses and fluffier pillows
• Swimming pool, exercise room and whirlpool when it arises, we provide the space and flexibility to • Swimming pool, exercise room and whirlpool
• Large work desk with no-glare lighting and an
• Guest laundry help you stay energized and make the most of every • Guest laundry
ergonomic chair
• Cozy lounge with big-screen TV travel experience. • Cozy lounge with big-screen TV
• Two telephones with data ports and voice mail
• This property supports a smoke-free policy • This property supports a smoke-free policy
• Complimentary coffee, tea and newspaper
• Iron and ironing board
Courtyard Brand Identity Standards
RACK brochure: back
Rack brochure backs contain
information about facilities at or near
the hotel. Specific amenities and hotel
information are listed.
Layout
• One layout option is provided.
• The organic shape area is fixed.
• The organic shape color should always
match the color used on the front.
• Do not alter the design.
• 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
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 after last At-a-glance
copy section.
• Courtyard tag line appears in all caps.
• Do not alter the font size.
Contents | Print Collateral | Rack Brochure: Back 6.5
Rack Brochure Back
Resources
Courtyard by Marriott® Organic shape
To learn more, visit: Goshen
Courtyard by Marriott®
Goshen, IN
Brand Voice: section 1.0 1930 Lincolnway East
Goshen, IN 46526 Hotel name, address
Visual Identity: section 2.0 T 574.534.3133 & contact information
F 574.534.6929
Color Palette: section 2.2
Reservations 800.123.4567
Verbal Identity: section 3.0 courtyard.com/SBNGS
Guest Room Amenities At-a-glance subhead
XXX spacious guest rooms and X suites • Large well-lit,
flexible work desk, ergonomic chair • Comfortable sitting
area • Individual climate control • AM/FM alarm clock
radio • Remote-controlled cable TV • HBO • Telephone
with message light and data port • Pute feu feugait REFRESH YOuR
iuscilit • Wis eu facilla facin ver iure • Et vullamet • Osto
BuSINESS ROuTINE.
core volobore minissi
Facilities & Services
Outdoor pool and whirlpool • Indoor pool and whirlpool
• 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
White background
Attractions
Met wis dignim dolese eugiam • Dolessectem illa corem
Work the way you want zzriust ionsed • Euis augue tin eraesequip eugait •
Whether you’re tending to business or penciling in Nummolore delent luptatu eraessequat • Agna con
some personal time, no hotel makes it easier to get henim at nisl ilisi • Bla amet inisi blam • Quametum
things accomplished on your terms. With open lobby
Local Companies
space, featuring free Wi-Fi, you can switch seamlessly
Lockheed Martin (8M) • Kaiser Permanente (1/4M) •
from work to downtime and back. For a change
Defense Logistics Agency (4M) • Progressive Nursing At-a-glance body copy
of pace, simply change the scenery. We boast the (3M) • Mobil Oil (6M) • Washington Gas (3M) • Amtrak
largest number of stand-alone outdoor courtyards in Autotrain (7M)
the industry, as well as the most relaxation-friendly
Directions
outdoor space.
Otet consed esequisit ut ipit vero od magna feugiam,
Refuel at The Market anytime of the day. It’s a 24/7 vel ut velit nostie dolobor periure Is endre min eugaites
haven for travelers who arrive late, work overtime or veraessit iurem zerillan ent nostrud es tet, con exeril ut
© 2008 Marriott International, Inc.
adionsed tet bam vero conse te dolorer ostrud magnisis
just need a quick pick-me-up.
alit augiamet velis eugait wisim. con exeril ut adionsed Copyright information
IT’S A NEW STAY.℠ Tag line
Courtyard Brand Identity Standards
meeting planner guide: front
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
• 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
and the hotel amenities.
• The organic shape color is PMS 144.
• The geometric stripe colors are PMS
576 and PMS 376.
• Do not alter the design.
Logo
• Use brand logo.
• Logo is reversed out of the
organic shape.
• Refer to template for instructions
on size and placement of logo.
• Do not alter the logo in any way.
Contents | Print Collateral | Meeting Planner Guide: Front 6.6
Meeting Planner Guide Front
Typography Organic shape
Brand logo
Courtyard by Marriott®
• Headline colors are PMS 576 or PMS Goshen, in
Hotel-specific
376 plus the same accent color used
information
on the organic shape.
White background
• The accent color is used to emphasize
a key word in the headline. RefResh YouR Headline
Business Routine.
• Headline size and placement are fixed.
Geometric stripe
• Headline is maximum of three lines.
• Hotel locator is placed in the upper
left corner. Primary photo
Resources
To learn more, visit:
Brand Voice: section 1.0
Visual Identity: section 2.0
Color Palette: section 2.2
Photo Selection: section 2.5 Geometric stripes
Verbal Identity: section 3.0
Secondary photo
Requirements for Design
and Production
Graphic professionals should refer to templates • Preferred Stock: 100# cover,
for exact placement, color palette and silk or dull coated, with minimum 10% PCW
additional specifics of layout. (required for Green Seal Certification).
Printing Specifications • Varnish: dull flood or gloss spot on
• Preferred Printing: 4cp images only.
• Trim: 8.5”x11”, 2-sided. • Do not use UV coating.
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 Typography

Courtyard by Marriott Detroit Downtown
Organic Ribbon
designed to present straightforward • Hotel name, locator and address 333 East Jefferson
Courtyard by Marriott Detroit Downtown
Detroit, Michigan 48226
Telephone: (313) 222-7700
Facsimile: (313) 222-6509
333 East Jefferson Reservations:
Telephone: 1-800-321-2211
(313) 222-7700

information for the meeting planner. are black.

Courtyard by Marriott®
Detroit,
Goshen Michigan 48226 Marriott.com/DTWDC
Facsimile: (313) 222-6509
Reservations: 1-800-321-2211
Full color photo
Full color photo
1930 Lincolnway east, Goshen, in 46526
t 574.534.3133 f 574.534.6929 Marriott.com/DTWDC

They feature floorplans, capacity charts • Subhead color should always Reservations 800.123.4567

Hotel name, address

courtyard.com/sBnGs Location Restaurants & Lounges
TO� 94 In the heart of the downtown business Sweet Lorraine's, open daily for breakfast,
FISHE
R� 75

and information about the facilities. match the accent color used on
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ford Center
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LO
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total�meeting space • sony Playstation® • Complimentary Wi‑fi Local district (2M) • Casinos (2BLKS)
. ARENA COBO�
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• Courtyard tag line, “It’S A NEW

CENTER
four sections • 1,008‑square‑foot
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skywalk) • Compuware
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• Comerica (1/4M) • Accenture (1/4M) •
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• Photography is full color.

Location Meeting Facilities Restaurants & LoungesFloor Plans & Capacity Chart skywalk)(connected
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foyer and Atrium for gatherings • in‑house Facilities & open
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TO�
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feet Wi‑fi high‑speed
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3,200-square-foot dividing
• into pool, whirlpool,COURTYARD exercise edison, Ameritech • henry
(1M)(1/4M) ford healthBlue Shield
HWY. 6,948 square of total meeting space CompuwareAccenture • Blue
(1/4M)Cross
AIRPORT
Renaissance Center and adjacent to the and Bar for light snacks, lunch and dinner
BALLROOM (1/4M) • Comerica •
internet four
access sections • 1,008-square-foot into Skyline • Guest BALLROOM
tennis courtsCOURTYARD laundry and same‑day system (4M) • Detroit
(2BLKS) Medical
• Detroit Center (2 1/2M) (1M) •
75 COMERICA� 3,200-square-foot ballroom, dividing Accenture (1/4M) • Blue CrossEdison,
Blue Ameritech
Shield

WOODWARD�
PARK Detroit People Mover
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meeting space •
• Photography should focus on the
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1,008-square-footAirport valet service • sundry shop and AtM • safe‑ HenryEdison,
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• • Detroit
IOT� Nearby Attractions
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AVE.
Tag line
AT Room provides additional meeting space • deposit boxes • Business center • seven Henry Ford Medical
Health Center (2 1/2M)
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available forsupport • Renaissance Center (connected by
• High-
copy section.
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Optimistic Achiever guest, the hotel

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

LO
E. LARNED ST. AVENUE
G
Freeway becomes Services & Amenities
Jefferson Avenue East. (7BLKS) • Greektown Entertainment District

D
▲ E
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FW ★ For complete information, call
• Courtyard tag line color is PMS 144.
Y. COBO�
CENTER/�
Services
Courtyard 1/2&mile
is Indoor Amenities
on thewhirlpool,
pool, left. exercise (1/2M)
room and• The Henry Ford (nearby) • Theater
JOE LOUIS�
Indoor tennis
pool, whirlpool, For complete us information, call222-7700 or toll-free
direct at (313)
ARENA CIVIC
� CENTER RENAISSANCE�
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and same-(2M) • Casinos (2BLKS)
tennis day
courts • Guest laundry and same- us direct at in the 222-7700
(313) or toll-free
United States and Canada:
and the hotel amenities.
DETROIT RIVER
valet service • Sundry shop and ATM
day valet service • Sundry
• Safe-deposit boxesshop and ATM
• Business Local Companies
center • FOYER in the United States and Canada:
1-800-353-8365.
• Safe-deposit boxes •rooms
Business
for center •
General FOYER
Motors HQ (connected by 1-800-353-8365.

• Courtyard tag line appears in all caps.

Meeting Facilities
Seven function up to 350
FloorSeven function
Plans attendeesrooms
& Capacity for up to 350
Chart skywalk) • EDS (connected by skywalk) •
6,948 square feet of total meeting space • attendees Compuware (1/4M) • Comerica (1/4M) •

• Do not alter the design.

3,200-square-foot ballroom, dividing into COURTYARD BALLROOM Accenture (1/4M) • Blue Cross Blue Shield SKYLINE ROOM
four sections • 1,008-square-foot Skyline (2BLKS) • Detroit Edison, Ameritech (1M) • SKYLINE ROOM
Accommodations

• Do not alter the font size.

Room provides additional meeting space • Accommodations Henry Ford
Foyer and Atrium available for gatherings • 255 spacious guest rooms with king or
255 spacious guest rooms with king or 2Medical 2 Health System (4M) • Detroit

Floorplan renderings
Center (2 1/2M)
In-house audiovisual support • High- queen queen
beds and beds and 5•suites
5 suites • Allwith
All rooms rooms with
speed Internet access A large,
B
large, well-lit well-lit
work C workergonomic
desk, D desk, ergonomic chair,
chair,
individual
individual climateclimate
control,control,
AM/FM AM/FM
alarm alarm ATRIUM ATRIUM

Organic Ribbon
B A
Services & Amenities clock• radio
clock radio • Two dual-line
Two dual-line telephones
telephones
B A

Indoor pool, whirlpool, exercise room and withmail

with voice voiceand mail and
data data
ports ports •For
• Remote- complete information, call
Remote-

Resources tennis courts • Guest laundry and same- controlled

controlled cable TV cable
withTV pay uspay
with in-room
in-room direct at (313) 222-7700 or toll-free
® in the United
day valet service • Sundry shop and ATM movies,movies,
WebTVWebTV®
and Sony
®
and Sony PlayStation
PlayStation • ®
• States and Canada:

• The ribbon has been created from two

• Safe-deposit boxes • Business center • Complimentary
FOYER
Complimentary high-speed
high-speed 1-800-353-8365.
Internet Internet
Seven function rooms for up to 350 accessaccess
• In-room coffee maker,
• In-room coffee hair dryer,
maker, hair dryer,

To learn more, visit:

attendees iron and ironing board board
iron and ironing
SKYLINE ROOM

organic shapes overlayed. It is used to

Accommodations Capacity Capacity
255 spacious guest rooms with king or 2 Dimensions Square

Capacity chart
DimensionsDimensions
Square Square School- Confer-
School- Confer-

Brand Voice: section 1.0

queen beds and 5 suites • All rooms with Meeting Room (W x L x H) Footage Theater
Meeting Schoolroom
Room (W x LConference U-Shape
x H) Footage Theater Reception
room enceBanquet
U-Shape Reception
large, well-lit work desk, ergonomic chair, Meeting Room (W x L x H) Footage Theater room ence U-ShapeBanquet
Reception Banquet
individual climate control, AM/FM alarm Courtyard
ATRIUM

separate photography and copy within

Ballroom 80x40B 3,200 A Courtyard Ballroom
300
80x40 3,200 300 150 60 50 350 250
clock radio • Two dual-line telephones 150 Courtyard Ballroom60 80x40 50 3,200 350 300 150250 60 50 350 250
with voice mail and data ports • Remote- A 40x20 800 80 40 30 24 70 60
Ballroom A 40x20 800 80 40
A 30 40x20 24 800 7080 40 60 30 24 70 60

Visual Identity: section 2.0

©2004 Marriott International, Inc.

controlled cable TV with in-room pay

©2004 Marriott International, Inc.

B 40x20 800 80 40 30 24 70 60
movies, WebTV ® and Sony PlayStation® • Ballroom B 40x20 800 80 B
40 30 40x20 24 800 7080 40 60 30 24 70 60
C 40x20 800 70 30 25 15 60 50

© 2008 Marriott International, Inc.

a layout.
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 D
40 30 40x20 24 800 7080 40 60 30 24 70 60

Color Palette: section 2.2

iron and ironing board Foyer 59x25 1,475 – – – – – –
Foyer 59x25 1,475 ‑
Skyline Room A
Foyer
‑
37x32
‑ 59x25
1,184
‑ 1,475
80 52
‑ –
36
– ‑
30
–
100
–
60
– –
Copyright information
• The ribbon colors are PMS 376 or PMS

MGD&PS CYPP040272
Skyline Room A 37x32 1,184 80 Capacity
Skyline Room A 37x32 30 –1,184 80 52 60 – 36 30 100 60
Skyline Room B52 21x39 36 819 100
– 10 20 30

MGD&PS CYPP040272
Dimensions Square School- Confer-
Skyline Room B Skyline
‑ Room B 10 21x39 80819 – – – – 30 – 10 150 – 120 20 30
Room (W x L x H) 21x39 Theater819 room ‑
Atrium 55x23 1,265 ‑ 20

Photo Selection: section 2.5

Meeting Footage ence U-Shape Reception Banquet
Atrium 55x23 1,265 80 Atrium
‑ ‑ 55x23 ‑ 1,265 15080 – 120 – – 150 120
Courtyard Ballroom 80x40 3,200 300 150 60 50 350 250

576 and PMS 144.

A 40x20 800 80 40 30 24 70 60

©2004 Marriott International, Inc.

B 40x20 800 80 40 30 24 70 60

Verbal Identity: section 3.0 C 40x20 800 70 30 25 15 60 50

• It is a fixed element and cannot be

D 40x20 800 80 40 30 24 70 60
Foyer 59x25 1,475 – – – – – –
Skyline Room A 37x32 1,184 80 52 36 30 100 60

Meeting Planner Guide Back Option B: One Image

MGD&PS CYPP040272
Skyline Room B 21x39 819 – – 10 – 20 30

altered in any way.

Atrium 55x23 1,265 80 – – – 150 120

Logo
Courtyard by Marriott Detroit Downtown

333 East Jefferson Telephone: (313) 222-7700

Courtyard by Marriott Detroit Downtown
Detroit, Michigan 48226 Facsimile: (313) 222-6509
333 East
Courtyard Jefferson
by Marriott® Reservations:
Telephone: 1-800-321-2211
(313) 222-7700
Detroit,
Goshen Michigan 48226 Marriott.com/DTWDC
Facsimile: (313) 222-6509

• Use brand logo.

1930 Lincolnway east, Goshen, in 46526 Reservations: 1-800-321-2211
t 574.534.3133 f 574.534.6929 Marriott.com/DTWDC
Reservations 800.123.4567
courtyard.com/sBnGs Location Restaurants & Lounges
TO� 94 In the heart of the downtown business Sweet Lorraine's, open daily for breakfast,
METRO� R� 75
AIRPORT
FISHE
HWY. Location district; connected by skywalk to the Restaurants GM lunch and dinner • Sweet Lorraine's Café
& Lounges
Location TO� 94 Guest Room
In the Renaissance
heartAmenities
of the downtownCenterbusiness
and adjacent toAttractions
Sweet and Bar
the Lorraine's, openfordaily
light for
snacks, lunch and dinner
breakfast,

• Logo color is black.

75 R� COMERICA�
75 utpat.
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adjacent
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and Bar for light
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AVE.

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IOT Cobo hall Convention
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Detroit, Michigan 48226 Facsimile:10 (313) 222-6509
AN
JEFFERSON� clock Directions East, exit Lodge Freeway/US 10 South. District
skywalk)(1/2M)
• Cobo
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ford Center
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LO

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D

Reservations:N1-800-321-2211 WY JEFFERSON� ★
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in‑room
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theand
left. Comerica Park (6BLKS)
(1/2M) • The • Ford
Henry Field
Ford (nearby) • Theater

• Refer to template for instructions

LO

AVENUE
Marriott.com/DTWDC
▲ G E F JOE LOUIS� CIVIC CENTER/�
Freeway becomes Jefferson Avenue East. (7BLKS) • Greektown Entertainment District
D

6,948 N squareWYfeet . ARENA of

COBO�
★ RENAISSANCE�
CENTER
total�meeting space
CENTER • sony Playstation® • Complimentary Wi‑fi
Courtyard is 1/2 mile on the left. Local district (2M)
(1/2M)Companies
• Casinos (2BLKS)
• The Henry Ford (nearby) • Theater
CENTER/�DETROIT RIVER
JOE LOUIS�
3,200 square‑foot
ARENA �ballroom,
CIVIC dividing into
CENTER RENAISSANCE� high‑speed internet access • in‑room coffee General Motors
district (2M) (2BLKS) by skywalk) •
hQ (connected
• Casinos
CENTER
four sections • 1,008‑square‑foot
DETROIT RIVER skyline maker, hair dryer, iron and ironing board eDs (connected Localby Companies
skywalk) • Compuware
Room provides additional meeting space • (1/4M)
General Motors HQ (connected by
• Comerica (1/4M) • Accenture (1/4M) •
Local Companies
Location Meeting Facilities Restaurants & LoungesFloor Plans & Capacity Chart skywalk) • EDS (connected by skywalk) •
foyer and Atrium for gatherings • in‑house Facilities & open
Services General Motors HQ (connected by
TO� 94
R� 75
In theMeeting
heart 6,948
of the square
downtown
Facilities feet of total
business meeting space
Sweet •
Lorraine's,
Floor Plans
daily for breakfast,
& Capacity Chart
Blue Cross
skywalk) • EDS
Blue shield
Compuware (2BLKs)
(connected (1/4M) •• Detroit
Comerica
by skywalk) • (1/4M) •
METRO�
district; connected
audiovisual support by •skywalk to ballroom,
the GM lunchindoor
and dinner • Sweet Lorraine's Caféroom and
feet Wi‑fi high‑speed • henry
FISHE
3,200-square-foot dividing
• into pool, whirlpool,COURTYARD exercise edison, Ameritech (1M)(1/4M) ford healthBlue Shield
6,948 square of total meeting space CompuwareAccenture • Blue
(1/4M)Cross
AIRPORT HWY. BALLROOM (1/4M) • Comerica •

on size and placement of logo.

Renaissance Center
four and adjacent
sections to the
• 1,008-square-foot and Bar for light snacks, lunch and dinner
75 COMERICA� internet access
3,200-square-foot ballroom, dividing into Skyline • Guest BALLROOM
tennis courtsCOURTYARD laundry and same‑day system
Accenture (4M) • Detroit
(2BLKS)
(1/4M) Medical
• Detroit
• Blue Center
CrossEdison,
Blue (2 1/2M) (1M) •
Ameritech
Shield
WOODWARD�

PARK Detroit People RoomMover Transit

provides System
additional • 30 meeting space •
� fourfrom
minutes sections
Detroit• Metropolitan
1,008-square-foot Airport Skyline valet service • sundry shop and AtM • safe‑ HenryEdison,
(2BLKS) • Detroit Ford Health System
Ameritech (1M)(4M)
• • Detroit
OT
Room Foyer and Atrium available Nearby
for gatherings Attractions
•
AVE.

ATI provides additional meeting space • deposit Henry Ford Medical

Health Center (2 1/2M)
GRAVE.
GM boxes • Business center • seven it’S A new StAySMSystem (4M) • Detroit
MIC Foyer and In-house
Atriumaudiovisual
available forsupport gatherings • Renaissance Center (connected by
• High- Medical Center (2 1/2M)
10 HIG
AN 375 Directions
speed Internet access function
skywalk) • Cobo rooms Afor up to B
Hall Convention 350 attendees
Center
AVE In-house audiovisual support • High- C D
. EAST� From Detroit Metropolitan Airport: Take I-94 (1/2M) • JoeA Louis Arena (1/2M)C•
JEFFERSON� speed Internet access
East, exit Lodge Freeway/US 10 South.
B
Comerica Park (6BLKS) • Ford Field
D
LO

E. LARNED ST. AVENUE

▲ GE F Freeway Services
becomes &
JeffersonAmenities
Avenue East. (7BLKS) • Greektown Entertainment District
D

N WY
. COBO�
★ Services
Courtyard 1/2&mile
is Indoor Amenities
on thewhirlpool,
left. For complete information, call
pool, exercise (1/2M)
room and• The Henry Ford (nearby) • Theater

• Do not alter the logo in any way.

CENTER/�
JOE LOUIS�
Indoor tennis
pool, whirlpool, For complete us information,
direct at (313) call222-7700 or toll-free
ARENA CIVIC
� CENTER RENAISSANCE�
CENTER courts • exercise
Guest laundry room and district
and same-(2M) • Casinos (2BLKS)
DETROIT RIVER tennis daycourts • Guest laundry and same- us direct at in the 222-7700
(313) United Statesor toll-free
and Canada:
valet service • Sundry shop and ATM
day valet service • Sundry
• Safe-deposit boxes shop and ATM
• Business Local Companies
center • FOYER in the United States and Canada:
1-800-353-8365.
• Safe-deposit
Seven function boxes •rooms Business for center
up to 350 •
General Motors HQ (connectedFOYER
by 1-800-353-8365.
Meeting Facilities FloorSeven function
Plans attendees
& Capacity rooms
Chart for up to 350 skywalk) • EDS (connected by skywalk) •
6,948 square feet of total meeting space • attendees Compuware (1/4M) • Comerica (1/4M) •
3,200-square-foot ballroom, dividing into COURTYARD BALLROOM 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
Accommodations
255 spacious guestwith
rooms Henry Ford
2 Health System (4M) • Detroit
Foyer and Atrium available for gatherings • 255 spacious guest rooms kingwith king or
or 2Medical Center (2 1/2M)
In-house audiovisual support • High- queen queen
beds and beds and 5•suites
5 suites • Allwith
All rooms rooms with
speed Internet access A large,
B
large, well-lit well-lit
work C workergonomic
desk, D desk, ergonomic chair,
chair,
individual
individual climateclimate
control,control,
AM/FM AM/FM
alarm alarm ATRIUM ATRIUM
B A
Services & Amenities clock• radio
clock radio • Two dual-line
Two dual-line telephonestelephones B A

Indoor pool, whirlpool, exercise room and withmail

with voice voiceand mail and
data data
ports ports •For
• Remote- complete information, call
Remote-
tennis courts • Guest laundry and same- controlled
controlled cable TV cable
withTV pay uspay
with in-room
in-room direct at (313) 222-7700 or toll-free
® in the United
day valet service • Sundry shop and ATM movies,movies,
WebTVWebTV®
and Sony
®
and Sony PlayStation
PlayStation • ®
• States and Canada:
• Safe-deposit boxes • Business center • Complimentary
FOYER
Complimentary high-speed
high-speed 1-800-353-8365.
Internet Internet
Seven function rooms for up to 350 accessaccess
• In-room coffee maker,
• In-room coffee hair dryer,
maker, hair dryer,
attendees iron and ironing board board
iron and ironing
SKYLINE ROOM
Accommodations Capacity Capacity
255 spacious guest rooms with king or 2 Dimensions Square DimensionsDimensions
Square Square School- Confer-
School- Confer-
queen beds and 5 suites • All rooms with Meeting Room (W x L x H) Footage Theater
Meeting Schoolroom
Room (W x LConference U-Shape
x H) Footage Theater Reception
room enceBanquet
U-Shape Reception
large, well-lit work desk, ergonomic chair, Meeting Room (W x L x H) Footage Theater room ence U-ShapeBanquet
Reception Banquet
individual climate control, AM/FM alarm Courtyard
ATRIUM
Ballroom 80x40B 3,200 A Courtyard Ballroom
300
80x40 3,200 300 150 60 50 350 250
clock radio • Two dual-line telephones 150 Courtyard Ballroom60 80x40 50 3,200 350 300 150250 60 50 350 250
with voice mail and data ports • Remote- A 40x20 800 80 40 30 24 70 60
Ballroom A 40x20 800 80 40
A 30 40x20 24 800 7080 40 60 30 24 70 60
©2004 Marriott International, Inc.

controlled cable TV with in-room pay

©2004 Marriott International, Inc.

B 40x20 800 80 40 30 24 70 60
movies, WebTV ® and Sony PlayStation® • Ballroom B 40x20 800 80 B
40 30 40x20 24 800 7080 40 60 30 24 70 60
C 40x20 800 70 30 25 15 60 50
© 2008 Marriott International, Inc.

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
iron and ironing board Ballroom D 40x20 800 80 D
40 30 40x20 24 800 7080 40 60 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
MGD&PS CYPP040272

Skyline Room A 37x32 1,184 80 Capacity

Skyline
52 Room A 37x32 30 –1,184 80 52 36 30 100 60
Skyline Room B 21x39 36 819 100
– 10 60 – 20 30
MGD&PS CYPP040272

Dimensions Square School- Confer-

Skyline Room B Skyline
‑ Room B 10 21x39 80819 – – – – 30 – 10 150 – 120 20 30
Meeting Room (W x L x H) 21x39
Footage Theater819 room ‑
Atrium
ence U-Shape 55x23
Reception 1,265
Banquet ‑ 20

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
©2004 Marriott International, Inc.

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 – – – – – –
Skyline Room A 37x32 1,184 80 52 36 30 100 60
MGD&PS CYPP040272

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

Atrium 55x23 1,265 80 – – – 150 120
Courtyard Brand Identity Standards Contents | Print Collateral | Brand Folder 6.8

brand folder Brand Folder Front Brand Folder Back

The Brand Presentation Folder • Do not alter the logo in

Brand logo
is used for Courtyard hotels any way.
only. The folder can be ordered Organic shape
Typography
from AS Hospitality at 877-511-
• Headline color is PMS 376.
8488.
• Headline size and placement
Layout are fixed. White background
• One layout option is provided. • URL is reversed out on
• The organic shapes and back side.
geometric stripes are fixed. • Courtyard tag line, “It’S A It’s a new stay.
Tag line
sM

• The organic shape color NEW STAY. SM ” is PMS 376.

is orange. Geometric stripes
Resources
• The geometric stripe colors are
To learn more, visit:
PMS 576 and PMS 376.
Brand Voice: section 1.0
• Inside pocket color is PMS 144.
Visual Identity: section 2.0
• Do not alter the design.
Color Palette: section 2.2
courtyard.com URL courtyard.com

Logo Verbal Identity: section 3.0

• Use brand logo.
• Logo is reversed out of the Brand Folder Inside

organic shape.
• Refer to template for
instructions on size and
placement of logo.

Requirements for Design

and Production
Graphic professionals should refer
to templates for exact placement,
color palette and additional
specifics of layout.
Printing Specifications
• 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
Accent color pockets
or varnish
• Do not use UV coating.
Business card slits

courtyard.com
ADVERTISING 7.0 7.1 Advertising Elements
The advertising standards help create communications that address 7.1.1 Advertising Copy
the vast range of field needs while fully leveraging the Courtyard 7.1.2 Organic Ribbon
Brand Voice. 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
Advertising elements
Photography
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.
• Photography can be in full color
or black and white depending on
publication requirements.
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.
• Capture the guest’s personality
and individuality.
Contents | Advertising | Advertising Elelments 7.1
White Space
The print ads intentionally incorporate a
large amount of white space. The white
space contributes to simplicity and
Full color photo
legibility while making it more inviting to
Organic ribbon
the reader.
White Space Elements WHERE CONVENIENCE AND Headline
COMFORT COME TOGETHER
The following elements are contained Iquamcor sumsan velesse volor inis nis numsan
hendrero con henit ipis exer si tet lor in ut praessenibh
Body copy
within the white space: ex er sum zzril el ut vel dolore venismodit lobore
venibh esto do od magnim veriusc ipsustis eros autpat
• Headline at. Lummy nummy nulput dolent ad magnim dipis adEl
ent nostrud ea accum volent ing ero do commodit
• Body copy
nulla alit lobor alisciduisim iuscin hendit volorpe
Package Offer Goes Here
• Offer Ure commolo borper Offer
sectet wissim velisit la aut
nismodipsum vent aliquis
• Rate
From $ 199/night Rate
• Call to action For more information or to make
• Logo with tag line
reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX. Call to action
• Property information
• Terms & Conditions (if offer is
mentioned)
Resources
Property information
To learn more, visit:
Courtyard by Marriott®
Brand Voice: section 1.0 Logo with tag line
Fort Lauderdale Airport & Cruise Port
400 Gulf Stream Way, Dania Beach, FL 33004
T 954.342.8333 F 954.342.8555
Visual Identity: section 2.0 courtyard.com/xxxxx IT’S
IT’SAANEW
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
Color Palette: section 2.2
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,
Terms & Conditions
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.
Photography Overview: section 2.5
FULL PAGE: VERTICAL IMAGE
Verbal Identity: section 3.0
Courtyard Brand Identity Standards
Advertising Copy
WRITING RECOMMENDATIONS
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.
• Communicate the product or service
benefit in terms of how it helps guests
make the most of their time on
the road.
• Use fresh, inviting language
that conveys the core idea of
Business Unusual.
• Be clever and concise.
Copy
The copy sells unique features of
the brand or property. With each ad,
provide concrete facts that reinforce the
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
outline the details of the offer.
FORMATTING RECOMMENDATIONS
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
size guidelines for specific sizes.
• Headlines are all upper case.
• Color is PMS 576.
• One word is called out in PMS 144.
• Alignment is flush left, rag right.
• Maximum length is two lines. (When
more than one line, the copy should
break where a pause might occur when
spoken.)
Copy
• Font is Gotham Rounded Book.
• Font size is 8 - 9pt. Refer to appropriate
ad size guidelines for specific sizes.
• Leading is 11 - 15pt. Refer to appropriate
ad size guidelines for specific sizes.
• Copy is sentence case.
• Avoid hyphenation.
• Color is black.
• Alignment is flush left, rag right.
Contents | Advertising | Advertising Copy 7.1.1
Offer
• 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. WHERE CONVENIENCE AND
COMFORT COME TOGETHER
• Alignment is flush left, rag right.
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
Package Offer Goes Here
Resources
Ure commolo borper
sectet wissim velisit la aut
nismodipsum vent aliquis
From $ 199/night
To learn more, visit:
For more information or to make
reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX.
Brand Voice: section 1.0
Visual Identity: section 2.0
Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port
Color Palette: section 2.2
400 Gulf Stream Way, Dania Beach, FL 33004
T 954.342.8333 F 954.342.8555
courtyard.com/xxxxx IT’S
IT’S A
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
Photography Overview: section 2.5
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.
FULL PAGE: VERTICAL IMAGE
Verbal Identity: section 3.0
WHERE CONVENIENCE AND
Headline
COMFORT COME TOGETHER
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
Body copy 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
Package Offer Goes Here
Offer
Ure commolo borper
sectet wissim velisit la aut
nismodipsum vent aliquis
Rate From $ 199/night
For more information or to make
Call to action reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX.
Courtyard Brand Identity Standards Contents | Advertising | Organic Ribbon 7.1.2

Organic Ribbon
60% 40%

Horizontal Organic Ribbon Minimum Sizing

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.

Vertical Organic Ribbon

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.
RECHARGE WHILE
PMS 144
• The organic ribbon cannot be smaller YOU WORK
Uptatue ea consecte
than 3” wide. modoles tionulput praesse
quatin ullaore magna To
odit ut nim quam, veliqui
• If an ad is smaller than 3”, scale the smolobore vero deliqui
ero exeratum vendip ea
organic ribbon to 3” then follow the facidunt praessim in utem
in ulla conse eumsand
rerilisim irilit amet la aut
60/40 rule for placement. alisisc illandrem num ilit,
Digna faciduipit venisl
$
199/night
Color
From

For more information or

to make reservations,
The organic ribbon is composed of two call XXX.XXX.XXXX or
visit courtyard.com/XXXXX.
colors: PMS 144 and PMS 576. The green
portion is always placed on the shorter
side closest to the logo.
IT’S
IT’S A
A NEW STAY.�®
NEW STAY.

Resources Courtyard by Marriott®

Fort Lauderdale Airport & Cruise Port
400 Gulf Stream Way
To learn more, visit: Dania Beach, FL 33004
T 954.342.8333 F 954.342.8555
courtyard.com/xxxxx
Brand Voice: section 1.0 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

Visual Identity: section 2.0 veliquam zzriliquat. Ut iuscing. Lore commod.

Color Palette: section 2.2

Photography Overview: section 2.5
PMS 576 Ad Width 2”
Verbal Identity: section 3.0

Organic ribbon width 3”

Courtyard Brand Identity Standards
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:
• 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
height, the orange section will account
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.
Resources
To learn more, visit:
Brand Voice: section 1.0
Visual Identity: section 2.0
Color Palette: section 2.2
Photography Overview: section 2.5
Verbal Identity: section 3.0
Contents | Advertising | Organic Ribbon: Size & Placement 7.1.3
60/40 Rule
WHERE CONVENIENCE AND
COMFORT COME TOGETHER
Iquamcor sumsan velesse volor inis nis numsan
hendrero con henit ipis exer si tet lor in ut praessenibh
60% 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
40%
nulla alit lobor alisciduisim iuscin hendit volorpe
Package Offer Goes Here
Ure commolo borper
sectet wissim velisit la aut
nismodipsum vent aliquis
From $ 199/night
For more information or to make
reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX.
Organic Ribbon Center Point
EVEN BUSINESS NEEDS A BREATH OF FRESH AIR.
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 ipitIgna
autet nim dolore dolobortio dolor irit la feugiam, quat. Ut luptat autem quam, quatin 40%
Package Offer Goes Here Courtyard by Marriott®
Ure commolo borper Fort Lauderdale Airport & Cruise Port
60%
sectet wissim velisit la aut 400 Gulf Stream Way, Dania Beach, FL 33004
nismodipsum vent aliquis T 954.342.8333 F 954.342.8555
courtyard.com/xxxxx IT’S A
IT’S A NEW STAY.�®
From $ 199/night 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
For more information or to make 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.
reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX.
FULL PAGE: VERTICAL IMAGE
Courtyard by Marriott®
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
IT’S A NEW STAY.�®
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 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.
40% 60%
60% 40%
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:
EVEN BUSINESS NEEDS A BREATH OF FRESH AIR.
• Highlight a specific feature, amenity or
Tum alis delessi blaore modiamet lorem aut dolorerci tet acipsusto odipit wisi ea conulputat

location in a dynamic way. 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 ipitIgna

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

autet nim dolore dolobortio dolor irit la feugiam, quat. Ut luptat autem quam, quatin

Package Offer Goes Here

tone of the ad. Ure commolo borper

sectet wissim velisit la aut
nismodipsum vent aliquis
• Use high-resolution images and
From $ 199/night
modern/current subject matter.
For more information or to make reservations,
call XXX.XXX.XXXX or visit courtyard.com/XXXXX.

Formatting
Courtyard by Marriott®

• Image is placed flush left, aligning with Fort Lauderdale Airport & Cruise Port
400 Gulf Stream Way, Dania Beach, FL 33004
T 954.342.8333 F 954.342.8555

the margin in the main content area. courtyard.com/xxxxx IT’S A

IT’S A NEW
NEW STAY.
STAY.®�

• Image is positioned below call to

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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.

action.
Example of full-page ad with inset image Examples of inset images
• Refer to templates for more specifics
on placement.

Resources
To learn more, visit:
Brand Voice: section 1.0
Visual Identity: section 2.0
Color Palette: section 2.2
Photography Overview: section 2.5
Verbal Identity: section 3.0
Courtyard Brand Identity Standards
full page ad: vertical image
Photography Placement
• Photography should focus on the
hotel’s accommodations and amenities.
Include experiential photos that depict
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.
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
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.
Contents | Advertising | Full Page Ad: Vertical Image 7.2.1
Margin = .375”
Margins/Spacing Margin = 2”
• White space is approximately 60% of
ad width.
WHERE CONVENIENCE AND
• Margins are 2” from top, .25” from COMFORT COME TOGETHER
bottom and .375” from right. No bleed 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
version has .375” margin on the left side. venibh esto do od magnim veriusc ipsustis eros autpat
at. Lummy nummy nulput dolent ad magnim dipis adEl
• Follow sample templates for exact ent nostrud ea accum volent ing ero do commodit
nulla alit lobor alisciduisim iuscin hendit volorpe
placement of headline, body copy, Package Offer Goes Here
Ure commolo borper
offer, rate and call to action. sectet wissim velisit la aut
nismodipsum vent aliquis
From $ 199/night
Logo
For more information or to make
• Use logo with tag line lock-up. reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX.
• Do not alter logo in any way.
Resources
To learn more, visit:
Brand Voice: section 1.0
Visual Identity: section 2.0
Courtyard by Marriott®
Color Palette: section 2.2 Fort Lauderdale Airport & Cruise Port
400 Gulf Stream Way, Dania Beach, FL 33004
T 954.342.8333 F 954.342.8555
Photography Overview: section 2.5 courtyard.com/xxxxx IT’SAANEW
IT’S NEWSTAY.
STAY.�®
Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip illum
Verbal Identity: section 3.0
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
Margin = .25”
frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing.
FULL PAGE: VERTICAL IMAGE
WHERE CONVENIENCE AND WHERE CONVENIENCE AND
COMFORT COME TOGETHER COMFORT COME TOGETHER
Iquamcor sumsan velesse volor inis nis numsan Iquamcor sumsan velesse volor inis nis numsan
hendrero con henit ipis exer si tet lor in ut praessenibh hendrero con henit ipis exer si tet lor in ut praessenibh
ex er sum zzril el ut vel dolore venismodit lobore ex er sum zzril el ut vel dolore venismodit lobore
venibh esto do od magnim veriusc ipsustis eros autpat venibh esto do od magnim veriusc ipsustis eros autpat
at. Lummy nummy nulput dolent ad magnim dipis adEl at. Lummy nummy nulput dolent ad magnim dipis adEl
ent nostrud ea accum volent ing ero do commodit ent nostrud ea accum volent ing ero do commodit
nulla alit lobor alisciduisim iuscin hendit volorpe nulla alit lobor alisciduisim iuscin hendit volorpe
Package Offer Goes Here
Ure commolo borper
sectet wissim velisit la aut
nismodipsum vent aliquis
Package Offer Goes Here
Ure commolo borper
sectet wissim velisit la aut
nismodipsum vent aliquis
From $ 199/night From $ 199/night
For more information or to make For more information or to make
reservations, call XXX.XXX.XXXX reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX. or visit courtyard.com/XXXXX.
Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port
400 Gulf Stream Way, Dania Beach, FL 33004
Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port
400 Gulf Stream Way, Dania Beach, FL 33004
T 954.342.8333 F 954.342.8555 T 954.342.8333 F 954.342.8555
courtyard.com/xxxxx IT’S
IT’S A NEW STAY.
STAY.�® courtyard.com/xxxxx IT’S
IT’S A NEW STAY.�®
Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip illum 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 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 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, 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 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 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. frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing.
Full page ad: vertical image Full page ad: vertical image
FULL PAGE: VERTICAL IMAGE WITH INSET PHOTO FULL PAGE: VERTICAL IMAGE WITH NO BLEED
with inset image with no bleed
Courtyard Brand Identity Standards
full page ad: horizontal image
Photography Placement
• Photography should focus on the
hotel’s accommodations and amenities.
Include experiential photos that depict
the Optimistic Achiever’s need to make
the most of themselves and their time
on the road.
• Photo occupies approximately 40% of
ad height.
• Photo is positioned on the top of
the ad.
• Photo bleeds on top, left and right sides
of ad.
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
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.
Contents | Advertising | Full Page Ad: Horizontal Image 7.2.2
Margin = .375” Margin = .375”
Margins/Spacing
• White space is approximately 60% of
ad width and height.
• Margins are .25” from bottom and
.375” from left and right. No bleed
version has .25” margin on the top.
• Follow sample templates for exact
placement of headline, body copy,
offer, rate and call to action.
Logo EVEN BUSINESS NEEDS A BREATH OF FRESH AIR.
• Use logo with tag line lock-up.
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 ipitIgna
• Do not alter logo in any way. autet nim dolore dolobortio dolor irit la feugiam, quat. Ut luptat autem quam, quatin
Package Offer Goes Here
Ure commolo borper
Resources sectet wissim velisit la aut
nismodipsum vent aliquis
To learn more, visit:
From $ 199/night
Brand Voice: section 1.0 For more information or to make
reservations, call XXX.XXX.XXXX
Visual Identity: section 2.0 or visit courtyard.com/XXXXX.
Color Palette: section 2.2 Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port
400 Gulf Stream Way, Dania Beach, FL 33004
Photography Overview: section 2.5 T 954.342.8333 F 954.342.8555
courtyard.com/xxxxx IT’S
IT’S A NEW STAY.�®
Verbal Identity: section 3.0 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
Margin = .25”
bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing.
EVEN BUSINESS NEEDS A BREATH OF FRESH AIR. EVEN BUSINESS NEEDS A BREATH OF FRESH AIR.
Tum alis delessi blaore modiamet lorem aut dolorerci tet acipsusto odipit wisi ea conulputat 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 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 ipitIgna dolesen digniam dolobore dolum dio eugue tet, venim venibh el erate dolorpe rcilit ipitIgna
autet nim dolore dolobortio dolor irit la feugiam, quat. Ut luptat autem quam, quatin autet nim dolore dolobortio dolor irit la feugiam, quat. Ut luptat autem quam, quatin
Package Offer Goes Here Package Offer Goes Here
Ure commolo borper Ure commolo borper
sectet wissim velisit la aut sectet wissim velisit la aut
nismodipsum vent aliquis nismodipsum vent aliquis
From $ 199/night From $ 199/night
For more information or to make reservations, For more information or to make
call XXX.XXX.XXXX or visit courtyard.com/XXXXX. reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX.
Courtyard by Marriott®
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.�®
Courtyard by Marriott®
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
IT’S A
A NEW STAY.�®
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 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 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 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. bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing.
Full page ad: horizontal image Full page ad: horizontal image
with inset image with no bleed
Courtyard Brand Identity Standards
two-page spread
Photography Placement
• Photography should focus on the
hotel’s accommodations and amenities.
Include experiential photos that depict
the Optimistic Achiever’s need to make
the most of themselves and their time
on the road.
• Photo occupies approximately 60% of
ad width.
• Photo is positioned on the left of
the ad.
• Photo bleeds on top, bottom and left
side of ad.
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
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.
Margins/Spacing
• White space is approximately 40% of
ad width.
• Margins are 2” from top, .25” from
bottom and .375” from right. No bleed
version has .375” margin on the left side
of the left page.
• 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.
Resources
To learn more, visit:
Brand Voice: section 1.0
Visual Identity: section 2.0
Color Palette: section 2.2
Photography Overview: section 2.5
Verbal Identity: section 3.0
Contents | Advertising | Two-Page Spread 7.2.3
Margin = 2” Margin = .375”
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 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
Package Offer Goes Here
Ure commolo borper
sectet wissim velisit la aut
nismodipsum vent aliquis
From $ 199/night
For more information or to make
reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX.
Courtyard by Marriott®
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
IT’SAANEW
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.
TWO PAGE SPREAD: VERTICAL IMAGE
Margin = .25”
A REFRESHING BREAK
FROM YOUR BUSINESS ROUTINE.
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
Package Offer Goes Here
Ure commolo borper
sectet wissim velisit la aut
nismodipsum vent aliquis
From $ 199/night
For more information or to make
reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX.
Courtyard by Marriott®
1930 Lincolnway East, Goshen, IN 46526
T 574.534.3133 F 574.534.6929
courtyard.com/xxxxx
Goshen
IT’S
IT’S A
A NEW STAY.�®
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 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.
TWO PAGE SPREAD: VERTICAL IMAGE WITH NO BLEED
Two-page spread with no bleed
Courtyard Brand Identity Standards
half page horizontal ad
Photography Placement
• Photography should focus on the
hotel’s accommodations and amenities.
Include experiential photos that depict
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.
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
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.
Contents | Advertising | Half Page Horizontal Ad 7.2.4
Margins/Spacing Margin = .1875”
• White space is approximately 60% of
ad width.
Margin = .75”
• Margins are .75” from top, .25” from
bottom and .1875” from right. No A REFRESHING BREAK FROM
YOUR BUSINESS ROUTINE
bleed version has .1875” margin on the Alisi er adiam quat autpatio eugue magnis nos dolummo dolobore.
Heniam ver at. Ut accummy nim exeriure veliquat. Riliquismod tatio
left side. conse verilla feuip et, si. Igna ad mod erat ipisi tem vendionsecte
consequi etum quat utatue dolortio consequamet ipit lutem irit
• Follow sample templates for exact luptatisl dolor sum nibh eu facilit essi. Na aut autat lutat ulla feum zzrilit
placement of headline, body copy,
Package Offer Goes Here
Ure commolo borper sectet wissim
velisit la aut nismodipsum vent aliquis
offer, rate and call to action.
From
$
199/night
Logo For more information or to make
reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX.
• Use logo with tag line lock-up.
Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port
• Do not alter logo in any way. 400 Gulf Stream Way, Dania Beach, FL 33004
T 954.342.8333 F 954.342.8555
courtyard.com/xxxxx IT’S
IT’S A
A NEW
NEW STAY.�®
Resources 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
Margin = .125”
sissim autet, quat. Ut lore erit en to upin frnulla facip illum alismol bortio dui blam veliquis am niam veliqua.
To learn more, visit:
HALF PAGE HORIZONTAL AD
Brand Voice: section 1.0
Visual Identity: section 2.0
A REFRESHING BREAK FROM
YOUR BUSINESS ROUTINE
Alisi er adiam quat autpatio eugue magnis nos dolummo dolobore.
Color Palette: section 2.2 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
Photography Overview: section 2.5 Package Offer Goes Here
Ure commolo borper sectet wissim
velisit la aut nismodipsum vent aliquis
Verbal Identity: section 3.0 From
$
199/night
For more information or to make
reservations, call XXX.XXX.XXXX
or visit courtyard.com/XXXXX.
Courtyard by Marriott®
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
IT’SA
A NEW STAY.�®
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.
HALF PAGE HORIZONTAL AD WITH NO BLEED
Half page horizontal with no bleed
Courtyard Brand Identity Standards Contents | Advertising | Quarter Page Vertical Ad 7.2.5

quarter page vertical ad

Photography Placement
• Photography should focus on the
hotel’s accommodations and amenities.
Include experiential photos that depict
the Optimistic Achiever’s need to make
the most of themselves and their time
on the road.
• Photo occupies approximately 40% of
ad height.
• Photo is positioned on the top of
the ad.
• Photo bleeds on top, left and right sides
of ad.
Copy
• Main copy elements are flush left,
Margins/Spacing Margin = .1875” Margin = .1875”
• White space is approximately 60% of
ad width.
• Margins are .125” from bottom and
.1875” from left and right. No bleed
version has .1875” margin on the top.
• Follow sample templates for exact
placement of headline, body copy,
offer, rate and call to action.
Logo A REFRESHING BREAK FROM
YOUR BUSINESS ROUTINE
• Use logo with tag line lock-up.
Etuer senim doloboreet prat. Duisit wisl ea ad
tat, volesto ea facipi. An volobore dionsendip ex et nos
• Do not alter logo in any way. accum iure feugait nosto Per sum iure corperostru
Resources
From
$
199/night
To learn more, visit:
Courtyard by Marriott®
Goshen
1930 Lincolnway East, Goshen, IN 46526

Brand Voice: section 1.0 T 574.534.3133 F 574.534.6929

rag right. courtyard.com/xxxxx IT’S A NEW STAY.

STAY.�®

Visual Identity: section 2.0 Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin
• Headline color is PMS 576 with one frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat.
Margin = .125”
Color Palette: section 2.2
word called out in PMS 144.
Photography Overview: section 2.5 QUARTER PAGE VERTICAL AD
• Body copy is black.
Verbal Identity: section 3.0
• Rate and offer are optional.
• Rate is PMS 144.
• Address and contact information A REFRESHING BREAK FROM
YOUR BUSINESS ROUTINE

are black. 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

$
199/night
• Property information is flush right, From

Courtyard by Marriott®
Goshen

rag left.
1930 Lincolnway East, Goshen, IN 46526
T 574.534.3133 F 574.534.6929
courtyard.com/xxxxx IT’S A
IT’S A NEW
NEW STAY.
STAY.�®

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

• Terms & Conditions are black.

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

QUARTER PAGE VERTICAL AD

Quarter
WITHpage vertical with no bleed
NO BLEED
• Terms & Conditions are justified right
and left.
Courtyard Brand Identity Standards
quarter page Horizontal ad
Photography Placement
• Photography should focus on the
hotel’s accommodations and amenities.
Include experiential photos that depict
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.
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.
• Rate and offer are optional.
• 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.
Contents | Advertising | Quarter Page Horizontal Ad 7.2.6
Margins/Spacing Margin = .1875”
• White space is approximately 60% of
ad width.
Margin = .5”
• Margins are .5” from top, .125” from
BREAK THE BUSINESS
bottom and .1875” from left and right. TRAVEL MONOTONY
No bleed version has .1875” margin on Igniscidunt nos nisl ute erat augue te eumsan
venim ing enit ipit, commolore Guercil
the left side. doloboreet, quismodolore magnismod do.
• Follow sample templates for exact From
$
199/night
placement of headline, body copy,
Courtyard by Marriott®
offer, rate and call to action. Fort Lauderdale Airport & Cruise Port
400 Gulf Stream Way
Dania Beach, FL 33004
T 954.342.8333 F 954.342.8555
Logo courtyard.com/xxxxx IT’S A
IT’S A NEW
NEW STAY.
STAY.�®
• Use logo with tag line lock-up. 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.
Margin = .125”
• Do not alter logo in any way.
QUARTER PAGE HORIZONTAL AD
Resources
BREAK THE BUSINESS
To learn more, visit: TRAVEL MONOTONY
Igniscidunt nos nisl ute erat augue te eumsan
venim ing enit ipit, commolore Guercil
doloboreet, quismodolore magnismod do.
Brand Voice: section 1.0 $
199/night
From
Visual Identity: section 2.0 Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port
400 Gulf Stream Way
Dania Beach, FL 33004
Color Palette: section 2.2
T 954.342.8333 F 954.342.8555
courtyard.com/xxxxx IT’S
IT’S A NEW
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
Photography Overview: section 2.5
niam veliquam zzriliquat.
QUARTER PAGE HORIZONTAL AD
Quarter page horizontal
WITH NO BLEED with no bleed
Verbal Identity: section 3.0
Courtyard Brand Identity Standards Contents | Advertising | Extreme Vertical Ad 7.2.7

Margin = .1875” Margin = .1875”

extreme vertical ad
Photography Placement
• Photography should focus on the
hotel’s accommodations and amenities.
Include experiential photos that depict
the Optimistic Achiever’s need to make
the most of themselves and their time
on the road.
• Photo occupies approximately 40% of
ad height.
• Photo is positioned on the top of
Margins/Spacing
• White space is approximately 60% of
ad height.
• Margins are .125” from bottom and
.1875” from left and right. No bleed
version has .1875” margin on the top.
• Follow sample templates for exact
placement of headline, body copy,
RECHARGE WHILE
offer, rate and call to action. YOU WORK
Uptatue ea consecte
modoles tionulput praesse

the ad. Logo quatin ullaore magna To

odit ut nim quam, veliqui
smolobore vero deliqui

• Photo bleeds on top, left and right sides • Use logo with tag line lock-up.
ero exeratum vendip ea
facidunt praessim in utem
in ulla conse eumsand

of ad. • Do not alter logo in any way.

rerilisim irilit amet la aut
RECHARGE WHILE alisisc illandrem num ilit,
Digna faciduipit venisl
YOU WORK
From
$
199 night /

Copy Resources Uptatue ea consecte

modoles tionulput praesse
For more information or
to make reservations,
call XXX.XXX.XXXX or
quatin ullaore magna To
• Main copy elements are flush left, To learn more, visit: odit ut nim quam, veliqui
visit courtyard.com/XXXXX.

smolobore vero deliqui

rag right.
• Headline color is PMS 576 with one
word called out in PMS 144.
Brand Voice: section 1.0 ero exeratum vendip ea
facidunt praessim in utem
Visual Identity: section 2.0 in ulla conse eumsand
rerilisim irilit amet la aut
Color Palette: section 2.2
IT’S A NEW STAY.�®
alisisc illandrem num ilit,
Courtyard by Marriott®
Digna faciduipit venisl Fort Lauderdale Airport & Cruise Port

• Body copy is black. Photography Overview: section 2.5

400 Gulf Stream Way

From
$
199 night /
Dania Beach, FL 33004
T 954.342.8333 F 954.342.8555
courtyard.com/xxxxx

• Rate and offer are optional. Verbal Identity: section 3.0 For more information or Lore commod te feuissit nostrud tet ver sissim
autet, quat. Ut lore erit en to upin frnulla facip
to make reservations, illum alismol bortio dui blam veliquis am niam
veliquam zzriliquat. Ut iuscing. Lore commod.

• Rate is PMS 144. call XXX.XXX.XXXX or

visit courtyard.com/XXXXX.
Extreme vertical
• Address and contact information
with no bleed
are black.
• Property information is flush right,
rag left. IT’S A NEW
IT’S A NEW STAY.
STAY.�®

• Terms & Conditions are black. Courtyard by Marriott®

Fort Lauderdale Airport & Cruise Port
400 Gulf Stream Way
• Terms & Conditions are justified right Dania Beach, FL 33004
T 954.342.8333 F 954.342.8555
courtyard.com/xxxxx
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. Ut iuscing. Lore commod.
Margin = .125”
Courtyard Brand Identity Standards
Small space ad
Photography Placement
• Photography should focus on the
hotel’s accommodations and amenities.
Include experiential photos that depict
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.
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.
• Rate and offer are optional.
• 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.
Contents | Advertising | Small Space Ad 7.2.8
Margins/Spacing Margin = .1875”
• White space is approximately 60% of
ad width.
Margin = .425”
• Margins are .425” from top, .125” from RECHARGE WHILE YOU WORK
bottom and .1875” from right. No Ulpute dolorpe raesto del ut wisi
bla facinisl inibh er alit, sisse vero
bleed version has .1875” margin on Luptatem diamcommodoAlit la
feugait ut ut nulpute velit lobore
Ostrud eugiamet aut alit.
the left side.
From
$
199 night /
• Follow sample templates for exact
placement of headline, body copy,
IT’S
IT’S A
A NEW STAY.�®
offer, rate and call to action.
NEW STAY.
Courtyard by Marriott®
Goshen
1930 Lincolnway East, Goshen, IN 46526
Logo T 574.534.3133 F 574.534.6929
courtyard.com/xxxxx
• Use logo with tag line lock-up. 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.
Margin = .125”
• Do not alter logo in any way.
SMALL SPACE AD
Resources
RECHARGE WHILE YOU WORK
To learn more, visit:
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.
Brand Voice: section 1.0 From
$
199/night
Visual Identity: section 2.0 IT’S
IT’S A
A NEW STAY.�®
NEW STAY.
Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port
Color Palette: section 2.2
400 Gulf Stream Way, Dania Beach, FL 33004
T 954.342.8333 F 954.342.8555
courtyard.com/xxxxx
Lore commod te feuissit nostrud tet ver sissim autet, quat.
Ut lore erit en to upin frnulla facip illum alismol bortio dui
Photography Overview: section 2.5
blam veliquis am niam veliquam zzriliquat. Ut iuscing.
Small space ad with no bleed
SMALL SPACE AD WITH NO BLEED
Verbal Identity: section 3.0
Courtyard Brand Identity Standards Contents | Advertising | Cluster Ad Options 7.3.1

Margin = .375” Margin = .375”

cluster ad options
Any ad format can be used to create a
cluster ad. Guidelines for standard ad
content and construction also apply to
WHERE CONVENIENCE AND
cluster ads. Follow ad guidelines COMFORT COME TOGETHER
for specific size ad. See pages 7.2.1 Lorper summodit, vel ex ea feu feugait acidui blaoreet
loreetue endio con ulputpat. Gait prat wisim iliquate ex

through 7.2.8. 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

• Address and contact information vero del eugait elesse miniatue velisim quam,

Package Offer Goes Here

is black. Ure commolo borper
sectet wissim velisit la aut

• Property information is flush left, nismodipsum vent aliquis

For more information or to make reservations,

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

From
$
199/night
Resources
Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port
T 574.534.3133 F 574.534.6929

To learn more, visit:

courtyard.com/xxxxx

From
$ 199/night
Brand Voice: section 1.0
Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port
T 574.534.3133 F 574.534.6929

Visual Identity: section 2.0

courtyard.com/xxxxx

From
$ 199/night
Color Palette: section 2.2
Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port
T 574.534.3133 F 574.534.6929

Photography Overview: section 2.5

courtyard.com/xxxxx

From
$
199/night
Verbal Identity: section 3.0
Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port
T 574.534.3133 F 574.534.6929
courtyard.com/xxxxx IT’S A
IT’S A NEW
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

Margin = .25”
frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing.

CLUSTER AD: VERTICAL IMAGE WITH NO BLEED

WHERE CONVENIENCE AND A REFRESHING BREAK

COMFORT COME TOGETHER FROM YOUR BUSINESS ROUTINE.
Lorper summodit, vel ex ea feu feugait acidui blaoreet Adio consequat verit lor summoloreet am nosto et
loreetue endio con ulputpat. Gait prat wisim iliquate ex laorpercin enit dolortin essectem veniametuer ad
eros digna adipit incing ea faccum ad elestrud eliquat. delessectet, susciduis nullamc onsequi euis et ea
Exerci ting eraesequat. Ut wisisi bla core dolore ent augiamc onsequiscil irit endiatem acinci bla facillan
veliquam, secte eum ad erilisi tatolortioPero exero ex ea facilisis alisseq uatumsa ndreetum aciliquating
eum nonsectet num dunt enim venim numsan ullut eriuremIgna facidui te voloreet nostrud min vel ulla
vero del eugait elesse miniatue velisim quam, feu faccum ipsustrud tisi blan ulla faccumsan volorper

Package Offer Goes Here Package Offer Goes Here

Ure commolo borper Ure commolo borper
sectet wissim velisit la aut sectet wissim velisit la aut
nismodipsum vent aliquis nismodipsum vent aliquis

For more information or to make reservations, For more information or to make reservations,
call XXX.XXX.XXXX or visit courtyard.com. call XXX.XXX.XXXX or visit courtyard.com.

From
$
199/night From
$ 199/night From
$ 199/night
Courtyard by Marriott® Courtyard by Marriott®
Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port Goshen Goshen
T 574.534.3133 F 574.534.6929 T 574.534.3133 F 574.534.6929 T 574.534.3133 F 574.534.6929
courtyard.com/xxxxx courtyard.com/xxxxx courtyard.com/xxxxx

From
$ 199/night From
$ 199/night From
$ 199/night
Courtyard by Marriott® Courtyard by Marriott® Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port Goshen Goshen
T 574.534.3133 F 574.534.6929 T 574.534.3133 F 574.534.6929 T 574.534.3133 F 574.534.6929
courtyard.com/xxxxx courtyard.com/xxxxx courtyard.com/xxxxx

From
$
199/night From
$ 199/night From
$ 199/night
Courtyard by Marriott®
Courtyard by Marriott® Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port
Goshen Goshen
T 574.534.3133 F 574.534.6929
T 574.534.3133 F 574.534.6929 T 574.534.3133 F 574.534.6929
courtyard.com/xxxxx
courtyard.com/xxxxx courtyard.com/xxxxx

From
$
199/night From
$
199/night From
$
199/night
Courtyard by Marriott®
Fort Lauderdale Airport & Cruise Port Courtyard by Marriott® Courtyard by Marriott®

T 574.534.3133 F 574.534.6929 Goshen Goshen

courtyard.com/xxxxx IT’S
IT’S A
A NEW STAY.�®
NEW STAY. T 574.534.3133 F 574.534.6929 T 574.534.3133 F 574.534.6929
courtyard.com/xxxxx courtyard.com/xxxxx IT’S A
IT’S A NEW
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 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
veliquis am niam veliquam zzriliquat. Ut iuscing. Lore commod te feuissit nostrud tet ver sissim autet, 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
quat. Ut lore erit en to upin frnulla facip illum alismol bortio dui blam veliquis am niam veliquam 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
zzriliquat. Ut iuscing. Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin 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
frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing. upin frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat. Ut iuscing.

CLUSTER AD: VERTICAL IMAGE WITH NO BLEED TWO PAGE SPREAD: VERTICAL IMAGE WITH MULTIPLE PROPERTIES

Full page ad: vertical image Two-page spread with cluster option
with cluster option
Courtyard Brand Identity Standards
Margin = .375”
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.
Resources
To learn more, visit:
Brand Voice: section 1.0
Visual Identity: section 2.0
Color Palette: section 2.2
Photography Overview: section 2.5
Verbal Identity: section 3.0
Full page ad: vertical image
with partner option
Contents | Advertising | Partnership Ad Options 7.3.2
Margin = .375”
EVEN BUSINESS NEEDS A BREATH OF FRESH AIR.
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.
Package Offer Goes Here
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
From $ 199/night
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.�®
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
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WHERE CONVENIENCE AND
COMFORT COME TOGETHER
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From $ 199/night
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
NEW STAY.
STAY.®�
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FULL PAGE PARTNER AD: VERTICAL IMAGE
direct mail 8.0 8.0 Overview
These direct mail standards have been created to ensure that each
8.1 Direct Marketing 101
execution created is on strategy with the Courtyard positioning
of Business Unusual. Direct mail works cohesively with all other
8.2 Design Elements
communications throughout the marketplace.
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
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 sun-
drenched 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.
Contents | Direct Mail | Direct Marketing 101
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.
8.1
• 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-to-
action 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

Cover

design elements Logo with

Courtyard by Marriott®
Goshen

A rEFrESHING tag line

1930 Lincolnway East
Goshen, IN 46526 IT’S A NEW STAY.�
CHANGE oF PACE.
The direct mail pieces contain a Wostrud tet ver sissim autet. Quatut lore erit en to upin
Organic shape
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MAKE THE MoST oF YoUr
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Headline TIME oN THE roAD.
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together, support the brand’s

positioning of Business Unusual.
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te feuissit nostrud tet blam veliquis am niam.

Package Offer Goes Here

Ure commolo borper sectet wissim velisit la aut nismod
Design Elements ipsum vent aliquis ostrud tet ver sissim autet. Quatut lore Frist Name, Last Name
erit en to upin frnulla dromolus oprem suporta das 1234 Anywhere Street

• Courtyard logo with tag line.

City Name, ST 34562
From $199/night

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

• Headline. Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla
Full color photo
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• Geometric stripes.
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commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip
© 2009 Marriott International, Inc.

• Full color photography. 9 x 6 Horizontal BiFold Postcard

• Organic ribbon. Interior Spread

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BUSINESSTrAVEL
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TErMS.

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• Call-to-action.
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• Copyright. Full color photo
99xx66Horizontal
HorizontalBiFold
BiFoldPostcard
Postcard

• Return address.
Back
Resources Return address Courtyard by Marriott®
Goshen

To learn more, visit: Headline A rEFrESHING 1930 Lincolnway East

Goshen, IN 46526 IT’S A NEW STAY.�
CHANGE oF PACE.
Visual Identity: section 2.0 Body copy Wostrud tet ver sissim autet. Quatut lore erit en to upin
frnulla facip illum alismol bortio dui blam veliquis am niam

Color Palette: section 2.2 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

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zzriliquat. Ut to Wostrud tet ver sissim iuscing Lore commod
te feuissit nostrud tet blam veliquis am niam.
Photography Overview: section 2.5
Offer Package Offer Goes Here

Verbal Identity: section 3.0 Ure commolo borper sectet wissim velisit la aut nismod
ipsum vent aliquis ostrud tet ver sissim autet. Quatut lore Frist Name, Last Name
erit en to upin frnulla dromolus oprem suporta das 1234 Anywhere Street
City Name, ST 34562
Rate From $199/night

Call-to-action To learn more about the possibilities, call 800.XXX.XXXX

Organic ribbon
Terms & conditions
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Copyright
commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip
© 2009 Marriott International, Inc.

9 x 6 Horizontal BiFold Postcard

Courtyard Brand Identity Standards Contents | Direct Mail | Design Elements | Copy 8.2.1

copy
Front
Headlines Resources
Headlines are meant to be compelling and To learn more, visit: IT’S A NEW STAY.�

intriguing to encourage the reader to learn Brand Voice: section 1.0

Choose Widely.
more. In addition, the headlines should: Verbal Identity: section 3.0
• Partner with the photography to tell IT’S A NEW STAY.�

a complete story.
• Add depth and context to
the photography.
• Communicate the product or service
Choose Widely.
benefit in terms of how it helps fuel
9 x 6 Postcard

the guests’ performance.

• Use active language (puns and wordplay
are to be avoided; strive for wit).
Headline
• Be as sharp and concise as possible.
• An accent color is used to emphasize a
key word in the headline.
Courtyard by Marriott®
Goshen
Body Copy More PlACes, 1930 lincolnway east
Goshen, iN 46526
The body copy sells unique features of the Subhead More PossibiliTes.
property or unique destination. People Body copy Wostrud tet ver sissim autet. Quatut lore erit en to upin
frnulla facip illum alismol bortio dui blam veliquis am niam
spend a precious few seconds with a direct Back
veliquam zzriliquat. Ut iuscing. lore commod te feuissit

mail piece, so it needs to be easy for the nostrud tet ver sissim autet, quat. Ut lore erit en to Wostrud Courtyard by Marriott®
Goshen

tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip More PlACes, 1930 lincolnway east
Goshen, iN 46526

reader to find the information that would illum alismol bortio dui blam veliquis am niam veliquam
More PossibiliTes.
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zzriliquat. Ut to Wostrud tet ver sissim iuscing lore commod

frnulla facip illum alismol bortio dui blam veliquis am niam

interest them. When writing body copy: veliquam zzriliquat. Ut iuscing. lore commod te feuissit
nostrud tet ver sissim autet, quat. Ut lore erit en to Wostrud
te feuissit nostrud tet blam veliquis am niam. tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip

• Keep sentences short. 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.

Package Offer Goes Here

• Use paragraphs and white space to Package Offer Goes Here

Ure commolo borper sectet 9 x 6 Postcard

wissim velisit la aut nismod Ure commolo borper sectet wissim velisit la aut nismod

organize your copy and call attention

ipsum vent aliquis ostrud tet ver sissim autet. Quatut lore Frist Name, last Name
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

erit en to upin frnulla dromolus oprem suporta das From $199/night 1234 Anywhere street
to key information (such as offers). City Name, sT 34562
199/night
To learn more about the possibilities, call 800.XXX.XXXX

• Make offers/promotions simple and From $

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

easy to understand.
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
© 2009 Marriott International, Inc.

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

• Make call-to-action sections easy 9 x 6 Postcard

to locate.
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
© 2009 Marriott International, Inc.
Courtyard Brand Identity Standards
postcards: Front
Postcards are an efficient way to reach
prospective guests through direct mail.
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
a large photo(s) and ample space for the
headline, logo and organic shape.
Layout
• Two layout options are provided.
• The organic shape and geometric
stripes are fixed.
• Photography is full color.
• Photography should focus on the
Optimistic Achiever guest, the hotel
or the hotel amenities.
• The organic shape is PMS 144.
• The geometric stripe colors are
PMS 576 and PMS 376.
• Do not alter the design.
Logo
• Use Courtyard logo with tag line.
• Logo is reversed out of the
organic shape.
• Refer to template for instructions
on size and placement of logo.
• Do not alter the logo in any way.
Contents | Direct Mail | Postcards: Front 8.3.1
Postcard Front Option A
Typography
Logo with
• Headline color is PMS 576 or PMS 376 tag line IT’S A NEW STAY.�
plus PMS 144 in Option A or reversed
Organic shape
out to white in Option B. Headline Choose Widely.
• The accent color is used to emphasize
Geometric stripes
a key word in the headline.
• Headline size and placement are fixed.
Full color photo
• Headline is maximum of two lines.
Resources
To learn more, visit:
Brand Voice: section 1.0
Visual Identity: section 2.0
9 x 6 Postcard
Postcard Front Option B
Color Palette: section 2.2
Photo Selection: section 2.5
IT’S A NEW STAY.�
Verbal Identity: section 3.0 RefResh YouR
TRaVel RouTine.
6 x 9 Vertical Postcard
Requirements for Design
and Production
Graphic professionals should refer to templates • Preferred Stock: 100# cover,
for exact placement, color palette and silk or dull coated, with minimum 10% PCW
additional specifics of layout. (required for Green Seal Certification).
Printing Specifications • Varnish: Dull flood or gloss spot on
• Preferred Printing: 4cp images only.
• Trim: 6” x 9 ”, 2-sided • Do not use UV coating.
Courtyard Brand Identity Standards Contents | Direct Mail | Postcards: Back 8.3.2

postcards: back
Postcard Back
The back panel provides an area for
copy, rate, offer, call-to-action and Terms Return address Courtyard by Marriott®
Goshen

& Conditions. The right side of the card A rEFrESHING 1930 Lincolnway East
Goshen, IN 46526 IT’S A NEW
Headline CHANGE oF PACE.
is reserved for mailing address and
Wostrud tet ver sissim autet. Quatut lore erit en to upin

postal information. Body copy 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

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

• One layout option is provided. zzriliquat. Ut to Wostrud tet ver sissim iuscing Lore commod
te feuissit nostrud tet blam veliquis am niam.

• The organic ribbon area is fixed.

Offer Package Offer Goes Here
• Do not alter the design. Ure commolo borper sectet wissim velisit la aut nismod
ipsum vent aliquis ostrud tet ver sissim autet. Quatut lore Frist Name, Last Name
erit en to upin frnulla dromolus oprem suporta das 1234 Anywhere Street
Typography City Name, ST 34562
Rate From $ 199/night
• Return address is black.
Call-to-action To learn more about the possibilities, call 800.XXX.XXXX
• Headline color is PMS 576 or PMS 376
Organic ribbon
plus PMS 144.
Terms & Conditions 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

• The accent color is used to emphasize 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
Copyright © 2009 Marriott International, Inc.

a key word in the headline.

• Offer copy is PMS 144. 9 x 6 Horizontal BiFold Postcard

• Rate color is PMS 576.

• Body copy is black.
• Call-to-action color is PMS 144.
• T&Cs and copyright are black.
• Do not alter the font size.

Resources
To learn more, visit:
Brand Voice: section 1.0
Visual Identity: section 2.0
Color Palette: section 2.2
Organic Ribbon: section 2.4.6
Verbal Identity: section 3.0
Courtyard Brand Identity Standards
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
• Two layout options are provided.
• The organic shape and geometric
stripes are fixed.
• Photography is full color.
• Photography should focus on the
Optimistic Achiever guest, the hotel
or the hotel amenities.
• The organic shape color is PMS 144.
• The geometric stripe colors are
PMS 576 and PMS 376.
• Do not alter the design.
Logo
• Use Courtyard logo with tag line.
• Logo is reversed out of the
organic shape.
Contents | Direct Mail | Bifold: Front 8.4.1
Bifold Front Option A
Logo with
Courtyard by Marriott®
Goshen
A rEFrESHING tag line
1930 Lincolnway East
Goshen, IN 46526 IT’S A NEW STAY.�
CHANGE oF PACE.
• Refer to template for instructions
Wostrud tet ver sissim autet. Quatut lore erit en to upin
Organic shape
frnulla facip illum alismol bortio dui blam veliquis am niam
MAKE THE MoST oF YoUr
on size and placement of logo.
veliquam zzriliquat. Ut iuscing. Lore commod te feuissit
Headline TIME oN THE roAD.
nostrud tet ver sissim autet, quat. Ut lore erit en to Wostrud
• Do not alter the logo in any way.
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
Geometric stripes
te feuissit nostrud tet blam veliquis am niam.
Typography
Package Offer Goes Here
Ure commolo borper sectet wissim velisit la aut nismod
• Headline color is PMS 576 or PMS 376
ipsum vent aliquis ostrud tet ver sissim autet. Quatut lore Frist Name, Last Name
erit en to upin frnulla dromolus oprem suporta das 1234 Anywhere Street
plus PMS 144 in Option A or reversed
City Name, ST 34562
From $199/night
out to white in Option B.
To learn more about the possibilities, call 800.XXX.XXXX
• The accent color is used to emphasize
Lore commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla
Full color photo
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
a key word in the headline.
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
© 2009 Marriott International, Inc.
• Headline size and placement are fixed.
9 x 6 Horizontal BiFold Postcard
• Headline is maximum of two lines.
Resources Bifold Front Option B
To learn more, visit:
Brand Voice: section 1.0
IT’S A NEW STAY.�
DESIGNED To hELP YoU
Visual Identity: section 2.0 rELAX AND rE-ENErGIZE.
Color Palette: section 2.2
Frist Name, Last Name
1234 Anywhere Street
City Name, ST 34562
Courtyard by Marriott®
1930 Lincolnway East
Photo Selection: section 2.5
Goshen, IN 46526
Goshen
Verbal Identity: section 3.0
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
zzriliquat. Ut to Wostrud tet ver sissim iuscing Lore commod
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
ipsum vent aliquis ostrud tet ver sissim autet. Quatut lore
To learn more about the possibilities, call 800.XXX.XXXX
frnulla facip illum alismol bortio dui blam veliquis am niam
Ure commolo borper sectet wissim velisit la aut nismod
veliquam zzriliquat. Ut iuscing. Lore commod te feuissit
illum alismol bortio dui blam veliquis am niam veliquam
Wostrud tet ver sissim autet. Quatut lore erit en to upin
erit en to upin frnulla dromolus oprem suporta das
te feuissit nostrud tet blam veliquis am niam.
ChANGE oF PACE.
A rEFrEShING
199/night
Package Offer Goes Here
© 2009 Marriott International, Inc.
From $
6 x 9 Vertical BiFold Postcard
Requirements for Design • Option B Trim: 12” x 9 ”, 2-sided
and Production
• Preferred Stock: 100# cover,
Graphic professionals should refer to templates silk or dull coated, with minimum 10% PCW
for exact placement, color palette and (required for Green Seal Certification).
additional specifics of layout.
• Varnish: Dull flood or gloss spot on
Printing Specifications images only.
• Preferred Printing: 4cp • Do not use UV coating.
• Option A Trim: 18” x 6 ”, 2-sided
Courtyard Brand Identity Standards
bifold: interior spread
Layout
• Two layout options are provided.
• The organic ribbon is fixed.
• Photography is full color.
• Photography should focus on the
Optimistic Achiever guest, the hotel
and the hotel amenities.
• Choose a variety of tightly cropped and
panoramic images to show both
detailed and wider property shots.
• Maximum of three photos per spread.
• Do not alter the design.
Typography
• Headline color is PMS 576 or PMS 376
plus PMS 144.
• The accent color is used to emphasize a
key word in the headline. This is optional.
• Headline size and placement are fixed.
• Headline is maximum of two lines.
• Subhead color is PMS 144.
• Offer color is PMS 144.
• Rate color is PMS 576.
• Body copy is black.
Resources
To learn more, visit:
Brand Voice: section 1.0
Visual Identity: section 2.0
Color Palette: section 2.2
Organic Ribbon: section 2.4.6
Photo Selection: section 2.5
Verbal Identity: section 3.0
Contents | Direct Mail | Bifold: Interior Spread 8.4.2
Interior Spread Option A
BUSINESS TrAVEL oN YoUr TErMS.
Ut lore erit en to upin frnulla The feuissit nostrud tet ver sissim.
Wostrud tet ver sissim autet, quat. Ut lore erit en to upin
frnulla facip illum alismol bortio dui blam veliquis am niam
Ver sissim autet, quat. Ut lore erit en to upin frnulla facip
illum alismol bortio dui blam veliquis am niam veliquam
veliquam zriliquat. Ut iuscing. Lore commod te feuissit zriliquat. Ut iuscing. Lore commod te feuissit nostrud tet
nostrud tet ver sissim autet, quat. Ut lore erit en to upin ver sissim autet, quat. Ut lore erit en to upin frnulla facip
frnulla facip illum alismol bortio dui blam veliquis am niam
veliquam zzriliquat. Ut iuscing. Lore commod the feuissit
illum alismol bortio dui blam veliquis am niam veliquam
zzriliquat. 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 lore
Ut lore erit en to upin frnulla facip illum alismol bortio dui. erit en to upin frnulla facip illum alismol bortio dui blam
Buscing lomos. Lore commod the feuissit veliquis. Lore commod. The feuissit nostrud.
Package Offer Goes Here
Ure commolo borper sectet wissim velisit la aut nismo
Package Offer Goes Here
Ure commolo borper sectet wissim velisit la aut nismo
dipsum vent aliquis. Lore commod the feuissit as quat. dipsum vent aliquis. Lore commod the feuissit as quat.
From $ 199/night From $ 139/night
9 x 6 Horizontal BiFold Postcard
Interior Spread Option B
SETTLE INTo YoUr SUrroUNDINGS.
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
frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat.
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.
Wostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip illum
alismol bortio dui blam veliquis am niam vel.
The feuissit nostrud tet ver sissim
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
frnulla facip illum alismol bortio dui blam veliquis am niam veliquam zzriliquat.
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.
Package Offer Goes Here Package Offer Goes Here
Ure commolo borper sectet wissim Ure commolo borper sectet wissim
velisit la aut nismodipsum vent aliquis velisit la aut nismodipsum vent aliquis
From $199/night From $ 139/night
Headline Offer Organic ribbon
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
Bifold Back
The back panel provides an area for
copy, rate, offer, call-to-action and Terms Return address Courtyard by Marriott®
Goshen

& Conditions. The right side of the card A rEFrESHING 1930 Lincolnway East
Goshen, IN 46526 IT’S A NEW S
Headline CHANGE oF PACE.
is reserved for mailing address and
Wostrud tet ver sissim autet. Quatut lore erit en to upin

postal information. Body copy 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

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

• One layout option is provided. zzriliquat. Ut to Wostrud tet ver sissim iuscing Lore commod
te feuissit nostrud tet blam veliquis am niam.

• The organic ribbon area is fixed.

Offer Package Offer Goes Here
• Do not alter the design. Ure commolo borper sectet wissim velisit la aut nismod
ipsum vent aliquis ostrud tet ver sissim autet. Quatut lore Frist Name, Last Name
erit en to upin frnulla dromolus oprem suporta das 1234 Anywhere Street
Typography City Name, ST 34562
Rate From $ 199/night
• Return address is black.
Call-to-action To learn more about the possibilities, call 800.XXX.XXXX
• Headline color is PMS 576 or PMS 376
Organic ribbon
plus PMS 144.
Terms & Conditions 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

• The accent color is used to emphasize 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

Copyright
commod te feuissit nostrud tet ver sissim autet, quat. Ut lore erit en to upin frnulla facip
© 2009 Marriott International, Inc.

a key word in the headline.

• Body copy is black. 9 x 6 Horizontal BiFold Postcard

• Offer copy is PMS 144.

• Rate color is PMS 576.
• Call-to-action color is PMS 144.
• T&Cs and copyright are black.
• Do not alter the font size.

Resources
To learn more, visit:
Brand Voice: section 1.0
Visual Identity: section 2.0
Color Palette: section 2.2
Organic Ribbon: section 2.4.6
Verbal Identity: section 3.0
out of home ADVERTISING 9.0 9.0 Overview
Good signage used in conjunction with a strong Brand Voice can:
9.1 Billboard
• Be instrumental in driving sales by targeting main driving routes
9.1.1 Budgeting
to the hotel.
9.1.2 Terms & Conditions
• Increase awareness with 24-hour-a-day exposure.
9.1.3 Graphics
• Provide directional information.
• Effectively penetrate the market.
9.2 Airport Advertising
• Help customers easily locate a property.
9.2.1 General Information
• Increase walk-in traffic.
9.2.2 Dioramas & Spectaculars

Speaking with one voice is powerful. It helps the consumer focus, 9.2.3 Courtesy Phone Signage

identify and embrace the Courtyard Brand Voice.

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
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 per-
month 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.
Contents | Out of Home Advertising | Terms & Conditions 9.1.2
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. • Use Courtyard logo with tag line.
It should not be used for other Marriott • Use the Courtyard tagline on signage.
brands or partner companies. • Refer to template for instructions

Copy
on size and placement of logo. RefResh youR
• Headline color is PMS 576 or PMS 376
• Do not alter the logo in any way.
tRavel Routine.
plus PMS 144. Resources i-94 north exit 44 | Downtown IT’S A NEW STAY.®
IT’S A NEW STAY.�
• Use the accent color to highlight To learn more, visit:
the word in the headline that brings Brand Voice: section 1.0
Directional copy Geometric stripes
Courtyard’s Business Unusual brand Visual Identity: section 2.0
strategy to life. Logo Use: section 2.1.3
• Directional copy is PMS 576 plus the Verbal Identity: section 3.0
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.
• The geometric stripe colors are
PMS 576 and PMS 376.
• Do not alter the design.
Courtyard Brand Identity Standards
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 king-
size), 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.
Contents | Out of Home Advertising | Airport Advertising: General Information 9.2.1
Lighting Production
Dioramas, spectaculars and exterior Vendors should provide specific
displays are typically lit or backlit, while production details, as they may vary by
wraps and posters generally are not. Lit seller or market. Small quantities are
displays are preferred, but not required. generally produced photographically.
Vendors should verify how advertising Larger quantities may be produced by
space will be lit as it may affect the screen-printing, Duratrans, Ciba-chrome
production materials. transparency or offset lithography.
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 multi-
market 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.
Courtyard Brand Identity Standards
airport advertising: dioramas & spectaculars
When creating airport advertising
or spectaculars, select from the
layouts shown.
Layout
• Two layout options are provided.
• The organic shape and geometric
stripes are fixed.
• Use PMS 144 for the organic shape.
• The geometric stripe colors are
PMS 576 and PMS 376.
Photography
• Photography is full color.
• Photography should focus on the
Optimistic Achiever guest, the hotel
and the hotel amenities.
Copy
• Headline color is PMS 576 or PMS 376
plus PMS 144.
• Use the accent color to highlight
the word in the headline that brings
Courtyard’s Business Unusual brand
strategy to life.
• Headline is all caps.
• Copy should focus on amenities and
location of hotel.
• Copy is sentence case.
• Copy is black.
• Property-specific info is black.
• Do not alter the Courtyard font, font
size or font color.
Contents | Out of Home Advertising | Airport Advertising: Dioramas & Spectaculars 9.2.2
Logo
Airport Diorama, Horizontal Version
• Use Courtyard logo with tag line. Organic
• Use the Courtyard tagline on signage. element
Geometric
• Refer to template for instructions stripes
on size and placement of logo.
• Do not alter the logo in any way.
Standard Sizes
Full color
• Dioramas and Spectaculars may vary
photography
by airport.
• Use these templates as a guide and
adjust the sizing as needed. Headline Your TravEL. Your TImE.
• otet consed esequisit ut ipit vero
Copy • uit des velit nostie dolbor perure Is endre
• iurem zerillan es ent nosrudi testter este
Resources Logo • adionsed tets bam verog conse tes doloreri
• bla alit auamet velis eugait estwisim adipit
To learn more, visit: Courtyard by Marriott® | Goshen
1930 Lincolnway East, Goshen, IN 46526
Property-
T 574.534.3133 F 574.534.6929 IT’S
IT’S A NEW STAY.
STAY.�®
Brand Voice: section 1.0
specific info
Visual Identity: section 2.0
Airport Diorama, Vertical Version Tagline
Logo Use: section 2.1.3
Photo Selection: section 2.5
Verbal Identity: section 3.0
ENJOY THE WIDE OPEN WORKSPACE.
• 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
Courtyard by Marriott® | Goshen
1930 Lincolnway East, Goshen, IN 46526
T 574.534.3133 F 574.534.6929 IT’S
IT’S A NEW
NEWSTAY.
STAY.
?®
Courtyard Brand Identity Standards
airport advertising: courtesy phone SIGNAGE
When creating airport courtesy
phone advertising, select from the
layouts shown.
Layout
• Three layout options are provided.
• The organic shape and geometric
stripes are fixed.
• Use PMS 144 for the organic shape.
• The geometric stripe colors are
PMS 576 and PMS 376.
Photography
• Photography is full color.
• Photography should focus on the
Optimistic Achiever guest, the hotel
and the hotel amenities.
Copy
• Headline color is PMS 576 or PMS 376
plus PMS 144 or reversed to white.
• Use the accent color to highlight
the word in the headline that brings
Courtyard’s Business Unusual brand
strategy to life.
• Headline is all caps.
• Copy should focus on amenities and
location of hotel.
• Copy is sentence case.
• Copy is black.
• Property-specific info is black.
• Do not alter the Courtyard font, font
size or font color.
Contents | Out of Home Advertising | Airport Advertising: Courtesy Phone Signage 9.2.3
Logo
Courtesy Phone Center Signage, Horizontal Version
• Use Courtyard logo with tag line. Organic
• Use the Courtyard tagline on signage. element
Geometric
• Refer to template for instructions stripes
on size and placement of logo.
• Do not alter the logo in any way.
Standard Sizes
• Use these templates as a guide and
Full color
adjust the sizing as needed. photography
Resources
To learn more, visit: Headline EvEN BusINEss NEEds a
BrEaTh oF FrEsh aIr.
Brand Voice: section 1.0
Copy • otet consed esequisit ut ipit vero
Visual Identity: section 2.0 • uit des velit nostie dolbor perure Is endre
Number • iurem zerillan es ent nosrudi testter este
Logo Use: section 2.1.3 to dial • adionsed tets bam verog conse tes doloreri
• bla alit auamet velis eugait estwisim adipit
Photo Selection: section 2.5 Logo Dial #118 Courtyard by Marriott® | Goshen
Verbal Identity: section 3.0
1930 Lincolnway East, Goshen, IN 46526
T 574.534.3133 F 574.534.6929 IT’S A
IT’S A NEW
NEW STAY.
STAY.�®
Property-
specific info
Tagline
Courtesy Phone Signage, Vertical Version Courtesy Phone Signage, 3” x 3” Version
REFRESH YOUR
TRAVEL ROUTINE.
• 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
RefResh youR
tRavel Routine. Dial #118
• 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
Dial #118
Courtyard by Marriott® | Goshen
1930 Lincolnway East, Goshen, IN 46526
Courtyard by Marriott® | Goshen
1930 lincolnway east, Goshen, in 46526
t 574.534.3133 f 574.534.6929 IT’S A NEW STAY.�®
T 574.534.3133 F 574.534.6929 IT’S A NEW STAY.®