Marriott Bonvoy 2022

Style Guide
September 2022
Our
Brand
Contents
Click on the navigation tabs or any page description below to go directly to the section you need. Travel Program
Details
Section 1 Section 4 Section 6 Section 9

OUR BRAND COPY CREATIVE DEVELOPMENT PARTNERSHIP GUIDELINES Design Elements
Our Name . . . . . . . . . . . . . . . . . . . . . . . 5 Our Voice . . . . . . . . . . . . . . . . . . . . . . 70 Creating Hotel Brand Assets . . . . . . . . 116 Our Partners and Sponsors . . . . . . . . 170
Brand House . . . . . . . . . . . . . . . . . . . . 6 Headline and Subhead Examples . . . . 74 Bringing It All Together . . . . . . . . . . . . 117 Partner Logo Lockup . . . . . . . . . . . . . . 171
Brand Personality . . . . . . . . . . . . . . . . . 11 Body Copy and CTA Examples . . . . . 82 Step One: Frame . . . . . . . . . . . . . . 118
Audience . . . . . . . . . . . . . . . . . . . . . . 12 Copy Considerations and Terms . . . . 85 Step Two: Copy . . . . . . . . . . . . . . 125 Section 10
Copy
Where Can We Take You?™ . . . . . . . . 13 Vanity URLs . . . . . . . . . . . . . . . . . . . . 92 Step Three: CTA Logo Lockup . . . 130 INQUIRIES AND RESOURCES
Step Four: Path Connector . . . . . . 132 Contact . . . . . . . . . . . . . . . . . . . . . . . . 173
Section 2 Section 5 Marriott Bonvoy Identity Resources . . 174
TRAVEL PROGRAM DETAILS PHOTOGRAPHY Section 7
Photography
Status and Benefits . . . . . . . . . . . . . . 15 The Allure of Hospitality . . . . . . . . . . . . 96 CHANNEL EXAMPLES
Lifetime Status . . . . . . . . . . . . . . . . . . . 16 Content . . . . . . . . . . . . . . . . . . . . . . . . 97 DOOH and OOH . . . . . . . . . . . . . . . . 137
Hotel Brands . . . . . . . . . . . . . . . . . . . . . 17 1: Properties . . . . . . . . . . . . . . . . . . 99 Sequential OOH . . . . . . . . . . . . . . . . 140
2: Destinations . . . . . . . . . . . . . . . . 100 Digital Display . . . . . . . . . . . . . . . . . . 143 Creative
Section 3 3: Experiences . . . . . . . . . . . . . . . . . 101 Social . . . . . . . . . . . . . . . . . . . . . . . . . . 151 Development
DESIGN ELEMENTS 4: Food and Beverage . . . . . . . . . . 102 Email . . . . . . . . . . . . . . . . . . . . . . . . . 154
Color . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Content Don’ts . . . . . . . . . . . . . . . . . . 105 Print . . . . . . . . . . . . . . . . . . . . . . . . . 156
Typography . . . . . . . . . . . . . . . . . . . . . 24 Composition . . . . . . . . . . . . . . . . . . . 106 Radio and Streaming Audio . . . . . . . 159
Logo Family . . . . . . . . . . . . . . . . . . . . . 28 Channel Examples
1: Focal Point . . . . . . . . . . . . . . . . . 108
CTA Logo Lockups . . . . . . . . . . . . . . . 31 2: Cropping . . . . . . . . . . . . . . . . . . . 111 Section 8
Path Connector . . . . . . . . . . . . . . . . . . 37 3: Color . . . . . . . . . . . . . . . . . . . . . . 112 EVENT ACTIVATIONS AND
Combining CTA Logo Lockups Composition Don’ts . . . . . . . . . . . . . . 114 MERCHANDISE
With the Path Connector . . . . . . . . . . . 43 Event Activations
Event Activations . . . . . . . . . . . . . . . 162 and Merchandise
Cropping Don’ts . . . . . . . . . . . . . . . . . 52 Merchandise . . . . . . . . . . . . . . . . . . . 164
Path Connector Animation . . . . . . . . . 53 Brand Application Don’ts . . . . . . . . . 168
CTA Button Style . . . . . . . . . . . . . . . . . 61
Brand Bars . . . . . . . . . . . . . . . . . . . . . 64 Partnership
Guidelines
Iconography . . . . . . . . . . . . . . . . . . . . 67
Inquiries
2 MARRIOTT BONVOY STYLE GUIDE ©2022 Marriott International, Inc. All Rights Reserved. Confidential and proprietary — may not be reproduced or distributed without the prior written consent of Marriott.
and Resources
Our
Brand
Travel Program
Details
Design Elements
Welcome to the Next Leg of Copy
the Marriott Bonvoy Journey

Photography
While our world-class travel program continues to offer unparalleled
benefits our members love, we’ve evolved the Marriott Bonvoy® brand to
take the experience to the next level.
Creative
This style guide outlines the evolution of our brand along with ways to Development
engage and inspire our travelers throughout the world. You’ll discover an
expressive system that elevates Marriott Bonvoy and unites our portfolio
of 30 extraordinary hotel brands.
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Our Brand Photography
Section 1
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Our Name Copy
Comes from “bon voyage,”

which means “have a good trip.”
Evokes travel and exploration. Photography
Embraces and elevates the portfolio by

being friendly yet upscale.
Creative
Is distinctive yet understood globally. Development
Takes loyalty in a fresh direction.
Is rich with narrative potential.

Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Brand House
Travel Program
Details
Design Elements
Copy
Our Wherever you go, wherever you stay,

Belief you deserve to experience the joy of good travel.
Photography
The Art of Modern Hospitality

Our
Promise An invitation to travelers to enjoy our unique blend of timeless service and
thoughtful conveniences that enrich every step of the journey. Creative
Development
Rational Extraordinary Inspiring Modern Unparalleled

Benefits
Hotels Experiences Solutions Rewards Channel Examples
Emotional
Benefits Inspired Cared For Confident Valued
Event Activations
and Merchandise
Values Guest-Obsessed Inventive yet Familiar Open to All

Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Our Belief Travel Program

Details
Wherever you go, wherever you stay, Design Elements
you deserve to experience the joy of good travel.

Copy
Our Promise Photography
What We Do The Art of Modern Hospitality. Creative

Development
An invitation for travelers to

Channel Examples
enjoy our unique blend
How We Do It of timeless service and
Event Activations
thoughtful conveniences that and Merchandise
enrich every step of the journey. Where and When

We Do It
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Rational Benefits
Design Elements
Extraordinary Inspiring Modern Unparalleled

Hotels Experiences Solutions Rewards Copy
We thoughtfully curate hotels and We deliver endless experiences We create products and We reward your loyalty in Photography
destinations around the world, you can trust to exceed your services that give you the inspiring and personal ways,
so you can find the perfect place expectations, creating life’s most right solution at the right time, with opportunities to redeem for
for you and your travel needs, all memorable moments. reducing the friction of a long free nights, experiences, and
bookable through one platform. road traveled. much more. Creative
Development
30 trusted hotel brands Thousands of tours and activities Keyless Entry Largest network of opportunities
to earn and redeem points
Thousands of hotels, resorts, and Marriott Bonvoy Moments™ Mobile Check-In and checkout Channel Examples
homes and villas worldwide experiences Member Rates and promotions
Seamless direct booking
Warm and welcoming associates In-hotel, Michelin-starred experience Exclusive benefits and loyalty
restaurants incentives
Mobile Requests Event Activations
Hundreds of world-class spas and Merchandise
Mobile Guest Services
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Emotional Benefits
Copy
Inspired Cared For Confident Valued

Photography
By a sense of possibility and With attentive and personal With control over your As an individual and as a
discovery with the doors to the service that helps you relax and experience and enjoyment. member of a club of savvy Creative
world thrown open for you. be fully present. travelers. Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Values
Copy
Guest-Obsessed Inventive yet Familiar Open to All

Photography
We are fanatical about the guest We aim to serve and surprise by always We take a considered approach for
experience, always meticulous with being one step ahead and anticipating our guests, welcoming them in so they feel Creative
details and generous of spirit, and guests’ needs in every interaction. graciously accepted. Development
never compromising on standards.
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Brand Personality Design Elements
Marriott Bonvoy Is: Copy
Personal but not Casual.

Photography
Clever but not a Joker.
Worldly but not Pretentious.
Creative
Development
Inviting but not Eager.

Inspiring but not Clichéd. Channel Examples
Confident but not Arrogant.

Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Audience
Travel Program
Next-Generation Experience Seekers Elite Travelers Details
Design Elements
These images are FPO. They haven’t been purchased and can’t be used in any circumstance.
Copy
Photography
Creative
Live to Explore Work to Play

Development
Open-minded, culturally curious, and inclusive, Entrepreneurial, ambitious, and driven to succeed, Elite
Next-Generation Experience Seekers find inspiration and Travelers maximize their benefits for business travel and save
Channel Examples
personal fulfillment through travel. points for the ultimate getaway.
Marriott Bonvoy Gives Marriott Bonvoy Takes Them Event Activations
Them Access to: From Work to Play With:

and Merchandise
An extensive global portfolio An easy-to-use, intuitive account

Partnership
Experiential moments that will change their worldview A simple booking, earning, and redeeming experience Guidelines
Modern amenities for a seamless travel experience Faster access to Elite status and benefits
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Where Can
We Take You?
Copy
This is our master brand tagline. It is the consumer-facing Photography

creative expression of our brand positioning.
“Where Can We Take You?™” represents an invitation

to experience the art of modern hospitality. It opens
Creative
travelers’ eyes to a world where hospitality thrives Development
well beyond the confines of hotel walls, taking them
places both physical and emotional.
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Travel Program Details Photography
Section 2
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Status and Benefits

Members get exclusive benefits the moment they join — and it only gets better from there. Travel Program
Details
Design Elements
MARRIOTT BONVOY MARRIOTT BONVOY MARRIOTT BONVOY MARRIOTT BONVOY MARRIOTT BONVOY MARRIOTT BONVOY
Copy
Member Silver Elite Gold Elite Platinum Elite Titanium Elite Ambassador Elite
0–9 nights per year 10–24 nights per year 25–49 nights per year 50–74 nights per year 75–99 nights per year 100+ nights and $20,000
qualifying spend per year
Photography
• Free Wi-Fi Enjoy all the benefits of Enjoy all the benefits of Enjoy all the benefits of Enjoy all the benefits Enjoy all the benefits
Member status, plus: Silver Elite status, plus: Gold Elite status, plus: of Platinum Elite status, of Titanium Elite status,
• Member Rates
plus: plus:
• Mobile Check-In and • 10% bonus points on • 25% bonus points on • 50% bonus points on
other mobile services stays stays stays • 75% bonus points on • Ambassador Service Creative
Development
• Priority Late Checkout • Complimentary • Elite Welcome Gift stays • Your24™
• Ultimate Reservation enhanced in-room (choice of 500 or 1,000 • 48-Hour Guarantee
Guarantee internet access points, breakfast •A
dditional Annual
(No-Walk Policy) • Elite Welcome Gift offering, or amenity Choice Benefit** Channel Examples
(250 or 500 points — — varies by brand) (5 Suite Night Awards
varies by brand) • Lounge access* or gift option)
• 2 p.m. Late Checkout • 4 p.m. Late Checkout
(based on availability) • Annual Choice Benefit** Event Activations
and Merchandise
• Enhanced Room (5 Suite Night Awards™
Upgrade (based on or gift option)
availability) • Enhanced Room
*Resorts are excluded for JW Marriott®, Marriott Hotels®, Delta Hotels by Marriott™,
Upgrade, including Partnership
Autograph Collection® Hotels, Renaissance® Hotels, and Courtyard® outside the U.S. Select Suites (based on Guidelines
and Canada. Resorts are included for Le Méridien®, Westin®, and Sheraton®.
**Annual Choice Benefit is awarded upon 50 nights (for Platinum Elite) and 75 nights
availability)
(for Titanium Elite) and must be achieved annually. Not awarded to members who
were gifted Elite status. • Guaranteed Room Type
Inquiries
and Resources
Our
Brand
Lifetime Status
Our most loyal members get the best benefits for life. See previous page for specific benefits. Travel Program
Details
Design Elements
Copy
MARRIOTT BONVOY MARRIOTT BONVOY MARRIOTT BONVOY MARRIOTT BONVOY

Lifetime Silver Elite Lifetime Gold Elite Lifetime Platinum Elite Lifetime Titanium Elite
250 lifetime nights + 400 lifetime nights + 600 lifetime nights + 750 lifetime nights +
Photography
5 years Silver Elite status or higher 7 years Gold Elite status or higher 10 years Platinum Elite status 10 years Platinum Elite status
or higher or higher
Only valid for members who qualified by December 31, 2018.
This status can no longer be achieved.
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Hotel Brands
Our unrivaled portfolio of hotel brands is organized by category, Travel Program
Details
so members can find the perfect brand to match their specific needs.
Design Elements
Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
See pages 65–66 for brand bar usage and variations.

Note: Marriott International’s 31st brand, Bulgari,® doesn’t participate in the loyalty program.
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Design Elements Photography
Section 3
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Photography
Color
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Primary Palette and Proportions

Travel Program
Details
Design Elements
COLOR PROPORTIONS
Copy
In communications, white is the
dominant color. It’s mostly used as
background fill and as the color for
copy over images.
White amplifies the hints of Bonvoy

Coral and Bonvoy Black, allowing Photography
them to stand out.
Creative
White PRINT: CMYK: 0-0-0-0 DIGITAL: #FFFFFF
RGB: 255-255-255
Development
Channel Examples
Bonvoy Coral* PRINT: PMS: 170 C
CMYK: 0-55-50-0
DIGITAL: #FF9662
RGB: 255-150-98
Event Activations
*The Print color values of Bonvoy Coral and Merchandise
have been updated as of August 2022. All
offline PMS and CMYK logos, brand bars,
Bonvoy Black PRINT: PMS: 426 C
CMYK: 74-66-62-67
DIGITAL: #1C1C1C
RGB: 28-28-28
connectors, and CTA logo lockups will be
updated in 2023. If you’re producing print
collateral during this transition period, please
let your design, production, and print vendors
know the new value (listed at right). Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Extended Palette
Travel Program
Details
PRIMARY STATUS LEVELS
Design Elements
Member
Bonvoy Black
White Copy
Silver Elite
Bonvoy Coral
Photography
Bonvoy Coral is at the heart of our

Gold Elite
communications, but use it sparingly.
A small amount stands out.
Creative
Development
ACCENT Platinum Elite
Medium Coral Bonvoy White Medium Gray Channel Examples
Titanium Elite
Event Activations
and Merchandise
Blue Yellow Green Ambassador Elite
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Print Palette Breakdowns

Travel Program
Details
PRIMARY
Color Notes
WHITE BONVOY BLACK Design Elements
PMS 426 C
CMYK: 74-66-62-67 (floods and headlines) • When possible, use PMS values to print primary brand colors.
CMYK: 0-0-0-100 (body copy)
• Bonvoy Coral and Bonvoy Black can be converted to CMYK if necessary.

BONVOY CORAL*
PMS 170 C • Bonvoy White must always be printed as a PMS — it doesn’t have a Copy
CMYK: 0-55-50-0
CMYK value. If you have limited press units and can’t use a PMS for
Bonvoy White, it must be removed from the collateral.
ACCENT
• For best readability, use process black (not PMS black) for type that
appears over photography. Photography
BONVOY WHITE MEDIUM CORAL* MEDIUM GRAY
PMS 9220 AT 20% ONLY PMS 170 C (70%) PMS COOL GRAY 10
CMYK: 0-39-39-0 CMYK: 62-56-40-13
Paper Selection and Ink Density

BLUE YELLOW GREEN
PMS 657 PMS 7401 PMS 9504 Creative
CMYK: 20-10-1-00 CMYK: 3-10-41-0 CMYK: 22-6-14-0 • Preferred paper: Opus Dull with Aqueous Coating. Development
• Secondary paper: McCoy Silk.
STATUS LEVELS** • Optimal ink density: 1.60 for black when used as a background color
Channel Examples
with reversed type.
MEMBER SILVER ELITE GOLD ELITE
CMYK: 0-0-0-0 PMS 8180 PMS 8383
Path Connector
CMYK: 56-42-31-3 CMYK: 37-40-74-8
PLATINUM ELITE TITANIUM ELITE AMBASSADOR ELITE Event Activations

PMS 8403 PMS 8425 PMS 8625 • Do not use the textured path connector in print communications. and Merchandise
CMYK: 62-54-55-27 CMYK: 54-59-63-36 CMYK: 62-60-64-47
• The path connector should be printed as PMS 170 C whenever possible;

only use CMYK if press units are limited.
Partnership
Guidelines
*The Print color values of Bonvoy Coral and Medium Coral have been updated as of August 2022. All offline PMS and CMYK
logos, brand bars, connectors, and CTA logo lockups will be updated in 2023. If you’re producing print collateral during this
transition period, please let your design, production, and print vendors know the new values (listed above).
**Colors for status levels are the same for Elite and Lifetime Elite.
Inquiries
and Resources
Our
Brand
Digital Palette Breakdowns

Travel Program
Details
PRIMARY BACKGROUND TEXT

#1C1C1C #1C1C1C
WHITE BONVOY BLACK RGB: 28-28-28 RGB: 28-28-28 Design Elements
#FFFFFF #1C1C1C
RGB: 255-255-255 RGB: 28-28-28
With white #FFFFFF text Headline and body copy
#FFFFFF #FFFFFF
RGB: 255-255-255 RGB: 255-255-255
BONVOY CORAL
#FF9662 With black #1C1C1C text Headline and body copy
RGB: 255-150-98 Copy
#F9F6F4 #B84C16
RGB: 249-246-244 RGB: 184-76-22
With black #1C1C1C text Text links

ACCENT
Make sure text is ADA compliant, using a 4.5:1 ratio. Photography
BONVOY WHITE MEDIUM CORAL GREEN Test it at webaim.org/resources/contrastchecker/.
#F9F6F4 #FFB995 #CFE0D2
RGB: 249-246-244 RGB: 255-185-149 RGB: 207-224-210
BLUE YELLOW GRAPHICS BUTTONS Creative

#CEDCDF #FFDAA0
RGB: 206-220-223 RGB: 255-218-160
#1C1C1C #1C1C1C #4F4F4F
Development
RGB: 28-28-28 RGB: 28-28-28 RGB: 79-79-79
Noninteractive Primary button with white Primary hover with white

#FFFFFF text #FFFFFF text
#FFFFFF
STATUS LEVELS* RGB: 255-255-255 #FFFFFF #BFBFBF
RGB: 255-255-255 RGB: 191-191-191 Channel Examples
Noninteractive
MEMBER SILVER ELITE GOLD ELITE Primary button with black Primary hover with black
#FFFFFF #707488 #8C6F49 #1C1C1C text #1C1C1C text
RGB: 255-255-255 RGB: 112-116-136 RGB: 140-111-43 #FF9662 (NOT ADA COMPLIANT)
RGB: 255-150-98
Accent Only Background Background
#FF9662 / RGB: 255-150-98 #F0F1F3 / RGB: 240-241-243 #F3F0EC / RGB: 243-240-236 Noninteractive: Background color and unlinked digital
graphics only. Event Activations
PLATINUM ELITE TITANIUM ELITE AMBASSADOR ELITE and Merchandise
#5E5F61 #554749 #231C19 #B84C16
RGB: 94-95-97 RGB: 85-71-73 RGB: 35-28-25 RGB: 184-76-22
Interactive: Text links and interactive graphics only.

Background Background Background
#F0F1F1 / RGB: 240-241-241 #F2F2F1 / RGB: 242-242-241 #F3F2F2 / RGB: 243-242-242
Partnership
Guidelines
*Colors for status levels are the same for Elite and Lifetime Elite.
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Photography
Typography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Leading With Aldine 721 Light

Copy
Aldine 721 AaBbCcDdEeFfGgHhIiJjKkLlMm

NnOoPpQqRrSsTtUuVvWwXxYyZz
0123456789?:!@#$%
Photography
Our primary brand font has been simplified to two styles
of Aldine 721: Light and Light Italic. Use this font family
Aldine 721 Light Italic
for eyebrows, headlines, and subheads.
AaBbCcDdEeFfGgHhIiJjKkLlMm
Creative
Hotel brands will continue to use their own primary NnOoPpQqRrSsTtUuVvWwXxYyZz Development
typeface per their existing brand guidelines to maintain 0123456789?:!@#$%
brand personality and consistency.
See Marriott Bonvoy Affiliation Guidelines.
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Swiss 721 Light
AaBbCcDdEeFfGgHhIiJjKkLlMm Design Elements

0123456789?:!@#$%
Supporting With Swiss 721 Regular

Copy
Swiss 721
0123456789?:!@#$%
Photography
Clear and functional, Swiss 721 is our secondary

font family. Use Swiss 721 Light for body copy, Swiss 721 Medium
Swiss 721 Regular for captions and legal copy, and
Swiss 721 Medium for CTAs within body copy. NnOoPpQqRrSsTtUuVvWwXxYyZz
Creative
Development
0123456789?:!@#$%
As a bold and functional typeface, Swiss 721 Black
Condensed is reserved for offline CTA logo lockups.
SWISS 721 BLACK CONDENSED
Channel Examples
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
0123456789?:!@#$%
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Typesetting
Use 0 tracking, auto leading and center justification, unless noted otherwise below. Travel Program
Details
Call-and-Response Headline: Aldine Light and Light Italic // Title Case // Include Punctuation Standard Headline: Aldine Light // Title Case // No Punctuation
Design Elements
Wherever You’re Dreaming of, Your Journey Is

We Know Just the Place. NOTE:
Our Pleasure
Copy
The subhead
font size should be
approximately
Call-and-Response Subhead: Aldine Light // Title Case // Include Punctuation 55%–65% of the Standard Subhead: Aldine Light // Title Case // No Punctuation
headline size.
30 Hotel Brands. Endless Experiences. Earn Toward Free Nights and So Much More Photography
Eyebrow Option 1: Aldine Light Italic // Title Case // No Punctuation Eyebrow Option 2: Swiss Light // All Caps // 80 Tracking // No Punctuation
Creative
Limited Time Only LIMITED TIME ONLY Development
Body Copy: Swiss Light // Sentence Case // Include Punctuation
Connect with the people, places, and passions you love at thousands of hotels across 30 brands worldwide. Channel Examples
CTA in Body Copy Option 1: Swiss Medium // Sentence Case // Include Punctuation CTA in Body Copy Option 2: Aldine Light Italic // Sentence Case// Include Punctuation
Register now at marriottbonvoy.com/join. Download the app to begin your journey. Event Activations
See page 84 for layout examples. See page 84 for layout examples. and Merchandise
Caption: Swiss Regular // All Caps // 30 Tracking // No Terminal Punctuation
W BARCELONA, SPAIN
Partnership
Guidelines
Legal: Swiss Regular // Sentence Case // Include Punctuation // No Smaller Than 5.5 pt.
©2022 Marriott International, Inc. All Rights Reserved. All names, marks and logos are the trademarks of Marriott International, Inc., or its affiliates, unless otherwise noted.
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Logo Family
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Logo Family
CMYK, RGB, and spot-color versions of the primary logo and wordmark are Travel Program
Details
available for use in both English (shown below) and Chinese.
PRIMARY LOGO WORDMARK Design Elements
Copy
2-COLOR
Use the two-color
versions of the primary
logo for the majority of
placements. Consider
contrast when applying Photography
the logo to imagery. The
two-color logos should
only appear on black, on
white, or over an image.
Creative
Development
Channel Examples
1-COLOR
A single-color logo is
available for use on Event Activations
special applications, and Merchandise
such as one-color
imprints. If using colors
from the secondary
palette as a background,
you must use the one- Partnership
color logo. Guidelines
Inquiries
and Resources
Our
Brand
Clear Space and Registration Mark

Travel Program
Details
Design Elements
The relationship between

“Marriott” and “Bonvoy” Copy
should never be altered
or modified. Use the
cap height of “Bonvoy”
as a reference for the
appropriate clear space.
Photography
Creative
Development
Use the primary logo with the registered mark when it

APPLYING THE REGISTERED MARK
is 32 px (or 0.25 inches) or higher. The Marriott Bonvoy name and logo are now registered in many countries but not all. In
applicable countries, the registered mark (®) must be applied to the Marriott Bonvoy logo and Channel Examples
first copy mention in all collateral.
In all other countries, continue to use the trademark symbol (™) on the logo and first copy mention.
Use the primary logo without the registered mark
when it is smaller than 32 px or less than 0.25 inches Don’t use the registered mark in country- or region-specific communications without verifying the
high. The primary logo should never be smaller than mark and logo are registered. Questions? Contact MarriottBonvoyCreativeReview@marriott.com.
Event Activations
16 px or 0.125 inches high.
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Call-to-Action (CTA) Logo Lockups

Photography
The CTA logo lockups position Marriott Bonvoy as the starting point
for every journey, seamlessly incorporating multiple calls to action.
So whether the communication promotes a hotel destination, Creative

members-only experience, food-and-beverage offering, sports partnership, Development
or anything else, this lockup prompts the audience to take action.
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
CTA Logo Lockups

Travel Program
Details
Offline Online
Design Elements
Use on any placement that’s not clickable. Use on clickable placements that take users to another site.
Tagline Copy
CTA
Logo
Logo Photography
CTA
Badges
Creative
Development
Tagline
Channel Examples
CTA
Wordmark
Wordmark
CTA
Event Activations
Badges
and Merchandise
Badges should be large enough so text is legible. Minimum badge height is 10 mm

for use in printed materials and 40 px for use on screen. See Apple and Google Play Partnership
guidelines and required trademark ownership lines. Guidelines
Inquiries
and Resources
Our
Brand
CTA Logo Lockups Clear Space

Travel Program
Details
Offline Online
Design Elements
Use on any placement that’s not clickable. Use on clickable placements that take users to another site.
Copy
Photography
NOTE:
Spacing and scale rules
outlined on the following Creative
pages apply to all versions of
Development
the CTA logo lockups.
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Offline CTA Logo Lockups At-a-Glance

Note: If designing assets for individual hotel brands, see the Marriott Bonvoy Affiliation Guidelines. Travel Program
Details
Design Elements
LOYALTY PORTFOLIO PORTFOLIO ALTERNATIVE

Featuring the tagline at the top and program Featuring the tagline at the top and portfolio Featuring discovery language (instead of the
language above the app badges, use this version language above the app badges, use this version tagline) at the top, use this version at your
for program-specific communications (e.g., member in communications highlighting the depth and discretion if an additional CTA is necessary for
acquisition, program updates, member recognition). breadth of Marriott Bonvoy. your communication. Copy
Photography
VERTICAL
Uses primary logo
Creative
Development
Channel Examples
HORIZONTAL
Uses wordmark
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Online CTA Logo Lockups At-a-Glance

Details
You can download the versions below in the following languages: English /British English, Spanish, CALA Spanish, Portuguese,
Brazilian Portuguese, French, French Canadian, German, Italian, Russian, Polish, Turkish, Chinese, Japanese, Korean, and Arabic.
Design Elements
PRIMARY CTA SECONDARY CTA Copy
VERTICAL
Uses primary logo
Photography
HORIZONTAL
Uses wordmark Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Additional Online CTA Logo Lockups At-a-Glance

Details
You can download the versions below in the following languages: English /British English, Spanish, CALA Spanish, Portuguese,
Brazilian Portuguese, French, French Canadian, German, Italian, Russian, Polish, Turkish, Chinese, Japanese, Korean, and Arabic.
Design Elements
MEMBER
MOBILE APP MOBILE APP
ACQUISITION
Copy
VERTICAL
Uses primary logo
Photography
HORIZONTAL
Uses wordmark
Creative
Development
POINTS PROMOTIONAL COBRAND RETAIL

Channel Examples
VERTICAL
Uses primary logo
Event Activations
and Merchandise
HORIZONTAL
Partnership
Uses wordmark
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Path Connector Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
All Paths Begin

With Marriott Bonvoy Photography
Our connector is shaped like a winding path to represent

journeys throughout the world — from mountainsides to Creative
desert dunes, curved roads to rolling waves. Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
A Touch of Copy
Hospitality
Photography
We put our signature on everything we do, so it only
makes sense that our personal touch be expressed
in the style of our visual brand.
Creative
The gesture and intention of a signature perfectly Development
signals our brand of modern hospitality, which is
why it serves as an inspiration for our distinctive
design element: the path connector.
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Path Connector Anatomy

Travel Program
Details
The Journey The Destination
Design Elements
Cap Line
Apex
Copy
Aperture
“x” Height Photography
Creative
Leg Development
Tail
Channel Examples
Base Line
Event Activations
and Merchandise
Partnership
Spur Guidelines
Close-Up of Texture Detail
Inquiries
and Resources
Our
Brand
Path Connector Scale

Travel Program
Details
WITH TEXTURE WITHOUT TEXTURE

Use in video and animation or large-scale digital OOH placements. Use in print and static digital treatments.
Design Elements
Copy
+ 1200 px wide –
Photography
Large Scale Small Scale Creative

Development
Textured to feel like a photo-realistic Maintains the spirit and craft of the high-resolution mark
pen stroke, reinforcing our dedication to but is intended for vector applications and adjusted
curated experiences. to achieve maximum impact in small formats.
Channel Examples
Dimensions: NOTE: Dimensions:

1200 px wide at 72 dpi/10 cm or more The path connector should
not be smaller than
1200 px wide at 72 dpi/10 cm or less
100 px at 72 dpi/2.5 cm. Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Path Connector Scale (Cont.)

Travel Program
Details
Design Elements
DISCOVER. BOOK. BE REWARDED.

No No Maximum Ideal Minimum No No
Copy
CONNECTOR SCALE
The scale of the connector is determined
by the “O” widths in the Marriott Bonvoy
logo. Ensure the aperture falls at or
between the two sizes. Photography
Where Can We Take You?

Creative
Development
Where Can We Take You? Channel Examples

Event Activations
and Merchandise
Partnership
Guidelines

Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Combining CTA Copy
Logo Lockups With

the Path Connector
Photography
The path connector must always appear with the Creative

Marriott Bonvoy CTA logo lockup, except when used Development
for select events, activations, and merchandise led
by the Marriott Bonvoy brand team.
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
CTA LOGO LOCKUP WITH PATH CONNECTOR Our
Brand
Offline (Vertical)
Use in vertical branding spaces. The path connector should draw the viewer’s eye to the CTA logo lockup, with the Travel Program
Details
path connector aperture always falling center bottom-justified or center left-justified to the lockup.
Design Elements
1 2
CENTER CENTER
BOTTOM-JUSTIFIED LEFT-JUSTIFIED
Copy
Photography
Creative
Development
Minimum
Clear
Space
Maximum Clear Space Minimum Clear Space Channel Examples
The clear space for the

connector should not
NOTE:
exceed 1/4 the width of
Always start with the CTA logo lockup.
Maximum Clear Space the minium clear Event Activations
space, which will work in and Merchandise
For cases that are nearly every placement.
extremely vertical, such Only adjust if necessary
and never exceed the
as magazine spreads, maximum clear
the clear space for the space.
exceed the height of two Partnership
CTA logo lockups. Guidelines
Inquiries
and Resources
Brand
Offline (Horizontal)
Use in horizontal branding spaces. The path connector should draw the viewer’s eye to the CTA logo lockup, with the Travel Program
Details
1 2 Design Elements
CENTER CENTER
Copy
Photography
Minimum Creative
Clear Development
Space
Maximum Clear Space Minimum Clear Space

connector should not Channel Examples
the CTA logo lockup.
NOTE:
Always start with
the minium clear Event Activations
space, which will work in and Merchandise
nearly every placement.
Only adjust if necessary
Maximum Clear Space and never exceed the
maximum clear
For cases that are space.
extremely vertical, such
as magazine spreads, Partnership
the clear space for the Guidelines
exceed the height of
three CTA logo lockups.
Inquiries
and Resources
Brand
Online (Vertical)
Use in vertical branding spaces. The path connector should draw the viewer’s eye to the CTA logo lockup, with the Travel Program
Details
Design Elements
1 2
CENTER CENTER
Copy
Photography
Minimum
Clear Creative
Space Development

connector should not Channel Examples
the CTA logo lockup.
NOTE:
Maximum Clear Space Always start with
the minium clear Event Activations
For cases that are space, which will work in and Merchandise
extremely vertical, such nearly every placement.
Only adjust if necessary
as magazine spreads, and never exceed the
the clear space for the maximum clear
connector should not space.
exceed the height of two
CTA logo lockups. Partnership
Guidelines
Inquiries
and Resources
Brand
Online (Horizontal)
Use in horizontal branding spaces. The path connector should draw the viewer’s eye to the CTA logo lockup, with the Travel Program
Details
Design Elements
1 2
CENTER CENTER
Copy
Photography
Minimum
Clear
Space
Creative
Development

the CTA logo lockup. Channel Examples
Maximum Clear Space NOTE:

Always start with
For cases that are the minium clear Event Activations
extremely vertical, such space, which will work in and Merchandise
as magazine spreads, nearly every placement.
the clear space for the Only adjust if necessary
and never exceed the
connector should not maximum clear
exceed the height of space.
eight CTA logo lockups.
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
CTA Logo Lockups With Path Connector At-a-Glance

The path connector must always appear with the Marriott Bonvoy CTA logo lockup, except when used for select events, activations, Travel Program
Details
and merchandise led by the Marriott Bonvoy brand team. Any exception must be approved by the brand team.
CENTER CENTER
BOTTOM-JUSTIFIED LEFT-JUSTIFIED Design Elements
OFFLINE
VERTICAL
Uses primary logo
Copy
Photography
OFFLINE
HORIZONTAL
Uses wordmark
Creative
Development
NOTE:
The connector should
be cropped off the
bottom and/or left edge
of communications. Channel Examples
See pages 50–51 for
examples.
ONLINE
VERTICAL
Uses primary logo Event Activations
and Merchandise
ONLINE Partnership
Guidelines
HORIZONTAL
Uses wordmark
Inquiries
and Resources
Our
Brand
Logo With Path Connector At-a-Glance

The path connector must always appear with the Marriott Bonvoy CTA logo lockup, except when used for select events, activations, Travel Program
Details
and merchandise led by the Marriott Bonvoy brand team. Any exception must be approved by the brand team.
CENTER CENTER
BOTTOM-JUSTIFIED LEFT-JUSTIFIED Design Elements
VERTICAL
Uses primary logo
Copy
NOTE:
The connector should
be cropped off the Photography
bottom and/or left edge
of communications.
See pages 50–51 for
examples.
Creative
HORIZONTAL Development
Uses wordmark
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Cropping Horizontally
Travel Program
Details
Design Elements
Access the Extraordinary,

Everywhere You Want to Go.
These layouts are for example only. They cannot be used in any circumstance.
30 Hotel Brands. Endless Experiences.

Copy
Wherever You’re Dreaming of,
We Know Just The Place.
Photography
Crop Area 2 Area 2 Ideal Crop Line

Where Can We Take You? Creative
Development
CROPPING THE PATH CONNECTOR Where Can We Take You?
Channel Examples
Ensure the two peaks of the path connector always DISCOVER. BOOK. BE REWARDED.
appear. When cropping horizontally, choose from Crop Area 1

two areas, with the ideal crop line falling in the
center of each.
Event Activations
and Merchandise
Crop Area 2
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Cropping Vertically
Travel Program
Details
Explore New States. Explore Explore New

30 Hotel B
Or States of Mind. New States. Design Elements
30 Hotel Brands.
Or States
Endless Experiences. of Mind.
30 Hotel Brands.
Endless Experiences.
ExploreCopy
New States
Ideal Crop Line
Or States of Mind.
30 Hotel Brands.
Photography
Ideal Crop Line
Creative
Development
Crop Area 1
Channel Examples
Crop Area 2
» BOOK NOW with
CROPPING THE PATH CONNECTOR Event Activations

and Merchandise
Vertical crops can be made in two areas. The ideal crop
line is in the center of each area. Ensure the two peaks of
the path connector always appear.
In instances where the branding area is tight, it is OK to

crop the path connector horizontally as well as vertically. Partnership
Crop Area 1 Crop Area 2 Guidelines
(This example also uses horizontal crop
area 2 from previous page.)
Inquiries
and Resources
Our
Brand
Path Connector Don’ts

Travel Program
Details
Design Elements
Copy
Photography
Creative
Development
Channel Examples
Don’t cover the path connector with another creative element. Don’t use the path connector to break up any elements in the CTA logo lockup.
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Path Connector Animation Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
INTRO APPROACH
Entering the Aperture Photography
In our introductory animation, the expressive connector

appears to be drawn in and flies through the aperture to Creative
Development
begin the journey and create a visual mnemonic.
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Long-Form Intro (Skippable)

Travel Program
Details
DTV :30, :60, :90;
LONG-FORM YOUTUBE FILMS
1920 x 1080
Design Elements
Copy
Photography
Open on Marriott Bonvoy logo and connector, drawing in from Connector is completed. Marriott Bonvoy logo disappears as camera quickly zooms into
left edge of frame. the aperture.
. Creative
Development
Channel Examples
Event Activations
and Merchandise
Picture inside aperture is revealed. Animation resolves as picture fills the frame.
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Long-Form Intro (Skippable)

Travel Program
Details
1080 x 1920
Design Elements
Copy
Photography
Creative
Development
Channel Examples
Open on Marriott Bonvoy logo and Connector is completed. Marriott Bonvoy logo disappears as Camera quickly zooms into the aperture. Animation resolves as picture fills the
connector, drawing in from left edge camera quickly zooms into the aperture. frame.
of frame.
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Short-Form Intro (Skippable)

Travel Program
DTV :06, :15, PREROLL Details
1920 x 1080
Design Elements
Copy
Photography
1080 x 1920
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
OUTRO APPROACH
Exiting the Aperture Photography
We mark the end of our journey by exiting the picture and Creative
flying back through the aperture to our logo animation. Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Long-Form Outro
BROADCAST + DTV Travel Program
:15, :30, :60, :90+; IN-ROOM TV; Details
ALL LONG-FORM FILMS
1920 x 1080
Design Elements
Where Can We Take You? Where Can We Take You? Where Can We Take You? Copy
Photography
Connector creeps in from edges of the frame. Picture quickly pulls back from the aperture to reveal the path connector.
Creative
Development
Channel Examples
DISCOVER. BOOK. BE REWARDED. DISCOVER. BOOK. BE REWARDED.
Event Activations
and Merchandise
Connector draws off as “Discover. Book. Be Rewarded.” Animation resolves.

appears on screen.
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Long-Form Outro
PAID: SNAPCHAT + Travel Program
Details
INSTAGRAM STORY UNITS;
ORGANIC STORY BURSTS;
INSTAGRAM TV
1080 x 1920 Design Elements

Copy
Photography
Where Can We Take You? Where Can We Take You? DISCOVER. BOOK. BE REWARDED. DISCOVER. BOOK. BE REWARDED.
Creative
Development
Channel Examples
Picture quickly pulls back from the Connector draws off as “Discover. Book. Animation resolves.
aperture to reveal the path connector. Be Rewarded.” appears.
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
CTA Button Style Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Primary CTA Button Style

Travel Program
Details
Design Elements
Use this button in email and digital applications if space Copy

allows. For email communications, it should only be used
in the primary message; use the secondary button style for
subsequent messages within the same email.
Photography
.
1x = 3x Creative
Development
Primary Button
Font: Uppercase Swiss Regular

Channel Examples
Tracking: +120
Minimum Copy Height: 5 px

Event Activations
Maximum Character Count: 14 and Merchandise
Minimum Button Height: 15 px
Corner Radius: Maximum Rounded

Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Secondary CTA Button Style

Travel Program
Details
Explore New States. Explore Explore New States. Or States of Mind. » BOOK
Or States of Mind. New States.
Design Elements
30 Hotel Brands.
Or States
30 Hotel Brands.
Explore New States.
Use this button style for secondary messages in Copy

Or States of Mind.
emails and digital placements with limited space.
30 Hotel Brands.
Photography
Single Space
1x = Secondary Creative
Button Development
Font: Uppercase Swiss Light

Secondary Channel Examples
» BOOK NOW with
Button
Tracking: +120
Minimum Copy Height: 5 px

Event Activations
Maximum Character Count: 20 and Merchandise
Partnership
Secondary Guidelines
Button
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Photography
Brand Bars
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Primary Brand Bars

CMYK, RGB, and spot-color versions of the primary brand bars are Travel Program
Details
available for use in both English (shown below) and Chinese.
Design Elements
Copy
30 LOYALTY BRANDS
Use across all global
marketing messages.
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Luxury Brand Bars

CMYK, RGB, and spot-color versions of the luxury brand bars are Travel Program
Details
available for use in English (shown below).
Design Elements
LUXURY
Copy
Use this version (without Bulgari) in
communications marketed to a luxury
audience (e.g., Escape to Luxury emails).
Bulgari is excluded because it doesn’t
participate in Marriott Bonvoy.
The Chinese version will be available in Photography

a future release.
Creative
Development
LUXURY (B2B)
Use this version (including Bulgari)
for Marriott International B2B
communications marketed to a luxury
The luxury B2B brand bar can be downloaded here.
audience (e.g., GSO materials or Channel Examples
trade show assets).
The Chinese version will be available in

a future release.
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Photography
Iconography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Iconography
Use these simple, approved icons with copy to quickly communicate key takeaways. Travel Program
Details
You must have a clear purpose to use icons — don’t just use them as decorative graphic elements.
Please contact the Marriott Bonvoy brand team at marriottbonvoycreativereview@marriott.com for approval of any icon not included here.
Design Elements
BOOK DIRECT HOSPITALITY HOSPITALITY (CONT.)
Bed Dollar Fingerprint Pathway Shield Suitcase Tag Apple Wallet Badge Bath Mat Bike Share Body Lotion Bodywash Breakfast Shower Cap Shuttle Smart TV Soap Spa Stay Dates Tennis
Copy
COMMON
Breakfast (Alt) Call Front Desk Capacity Chart Car Rental Cart Casino Check In Upgrade Wi-Fi Write Your24 48-Hour
Requested Guarantee
Photography
Add Airplane Alarm Alert Asterisk Avatar Bed
CONTROLS
Check-In Time Comb Concierge Conditioner Currency Dental Kit Device Cast
Calendar Chat City Clock Credit Card Download Filter Arrow Down Arrow Left Arrow Left (Alt) Arrow Right Arrow Right (Alt) Arrow Up Cancel Creative
Development
Dining Dining (Alt) Directions Do Not Disturb Edit Dates EV Charging Feather Pillow
Station
Forward Gear Heart (Filled) Heart (Outline) Help Globe List View Check Close Close (Alt) Drop-Down Drop-Down Up Minus Minus (Alt)
Down
Fitness Center Foam Pillow Full Kitchen Gift Golf Gym Help Channel Examples
List View (Alt) Lounge Access Menu Merge Phone Print Search Plus Plus (Alt)
Keyless Entry Late Checkout Luggage Housekeeping Map Map Marker Meeting Space
Event Activations
STATUS and Merchandise
Sign In Spinner Star Uber Universal Access Website
Mobile Mobile Opt Out Parking Pet-Friendly Pet-Friendly (Alt) Pool

Check-In Checkout
Elite Status Member Silver Elite Gold Elite Platinum Elite Titanium Elite Ambassador Elite
MERCHANDISING Partnership
Guidelines
Request Service Requests Robe Room-Ready Room Service Shampoo Shaving Kit
Alert
Buy Points Cash + Points Donate Points Elite Night Gift Points VIP
Credit
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Copy Photography
Section 4
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Our Voice
Copy
Our voice obsessively champions hospitality, both within and beyond our hotels. We are Photography
constantly seeking to elevate the individual’s travel experience in culturally relevant ways.
The following pages will help you write headlines, subheads, and body copy that will
engage members and motivate them to act. Speak with the Marriott Bonvoy voice and
Creative
closely adhere to the rules for construction and punctuation. When pairing that with the Development
perfect image, you’ll have an effective communication.
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Voice Principles
Travel Program
Details
Welcome With Treat Every Line Design Elements
Hospitality as an Invitation
Copy
No matter who they are, guests are our No. 1 priority. We must greet the world with a welcoming invitation to
Every communication should illuminate that truth. experience our destinations and service.
Example: Your Journey Is Our Pleasure. Example: Feel Perfectly at Home. And Never Further From It. Photography
Creative
Be Conversational Never Be Stuffy or

Development
and Human Pretentious

Channel Examples
We strive to speak to guests as if in a conversation, riffing on While embodying the height of service, we never take
existing platitudes in a clever way. ourselves too seriously. Approachability and warmth are
hallmarks of our brand. Event Activations
Example: Perfection Has Its Place. and Merchandise
At Our 30 Extraordinary Hotel Brands, to Be Exact. Example: Play With Your Food, Professionally.
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Headlines, Subheads, and Body Copy

We shape our messages through thought-provoking headlines, clear subheads, and concise body copy. See examples on pages 74–83. Travel Program
Details
Call-and-Response Headlines Subheads Design Elements
• Are the fullest expression of the Marriott Bonvoy brand • Immediately follow headlines.
voice and the most important opportunity to invite people
• Serve as the simplest, most direct articulation of the offer or main message
in with our unique tone of hospitality. Copy
of the piece.
•U
se a two-line format. The first line sets up a truth about hospitality
• Use punctuation when following a call-and-response headline, but not when
or travel, and the second line pays it off or changes the meaning
following a standard headline.
in a surprising way. The second line is always italicized.
• Use title case. Photography
• Must be grammatically correct, with accurate punctuation. The call
can use a period or comma, but must be used correctly. The
response always ends with a period.
Body Copy
• Use title case. The first word of the second line should follow Creative
normal capitalization rules. • Features the legal mark (®, TM, SM) on the first instance of a trademarked name. Development
• Provides all necessary details with a warm, inviting tone. Is concise without
Standard Headlines sacrificing important information.
• Follows universal copy considerations and uses common terms. Channel Examples
In hero placements, a call-and-response headline is ideal, but you
can use a more direct option in collateral with limited space. • Uses serial commas in lists of three or more items.
• Bulleted body copy uses punctuation for complete sentences, but not
• Are always used for secondary headlines, e.g., a module in a sentence fragments. Event Activations
Member Account Update email, a section header in a brochure, a and Merchandise
ride-along banner in an email, etc. • Includes a written CTA in print or on-property collateral, such as mailers,
brochures, and posters:
• Convey our language of hospitality, even in their shortest form.
– Start with a verb and write in sentence case with punctuation.
• Use title case without punctuation. Partnership
–K
eep URLs simple (e.g., marriottbonvoy.com, not Guidelines
Note: Legal marks should never appear in headlines, unless it’s the only mention of the trademarked name. http://www.marriottbonvoy.com).
– Format phone numbers with dashes and include the country code
(e.g., 1-800-555-5555). Inquiries
and Resources
Our
Brand
Headline and Subhead Capitalization Rules

Travel Program
Details
Capitals Lowercase Design Elements
In title case, capitalize the first letter of all major words Lowercase the following minor words in a headline or subhead
(nouns, pronouns, verbs, adjectives, adverbs, some (except when used at the beginning of a headline or subhead
conjunctions, and some prepositions) in a headline or subhead. or when appearing after a colon or end punctuation): Copy
Also capitalize the first letter of the following words: • Short conjunctions (e.g., “and,” “as,” “but,” “for,” “if,” “nor,”
“or,” “so,” “yet”)
• The first and last word of any headline or subhead
• Articles (i.e., “a,” “an,” “the”) Photography
• The first word after a colon or end punctuation in a headline
or subhead • Short prepositions (e.g., “as,” “at,” “by,” “for,” “in,” “of,” “off,”
“on,” “per,” “to,” “up,” “via”) unless used as adverbs
• The second part of hyphenated major words
(e.g., “Self-Report,” not “Self-report”) Creative
Development
• Prepositions with four or more letters (e.g., “With,”
“Between,” “From”)
Exception: Channel Examples
• The following languages use sentence case: Spanish,

French, German, Italian, Portuguese, and Russian.
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Photography
Headline and Subhead Examples

Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
General Program Awareness

You can use these headline and subhead examples verbatim or as inspiration. Travel Program
Details
Design Elements
CALL-AND-RESPONSE STANDARD
Copy
There’s No One Perfect Journey. Discover More Happy Places
So We Gladly Provide Them All. Extraordinary Hotels and Endless Experiences Await
30 Extraordinary Hotel Brands. Endless Experiences. Photography
Your Journey Is Our Pleasure

Wherever You’re Dreaming of, Enjoy the Best Rates at Extraordinary Hotels
Creative
We Know Just the Place. Development
30 Extraordinary Hotel Brands. Endless Experiences.

Every Path Leads to Enlightenment
Earn Toward Free Nights and So Much More Channel Examples
Access the Extraordinary.

Event Activations
30 Extraordinary Hotel Brands. Endless Experiences. and Merchandise
Partnership
Guidelines
Inquiries
and Resources
RATIONAL BENEFIT Our
Brand
Extraordinary Hotels
These headlines and subheads align to the extraordinary hotels rational benefit of our brand messaging house. Travel Program
Details
See page 6 for more information. When applicable, you can use these headline and subhead examples verbatim or as inspiration.
Design Elements
Copy
Feel Perfectly at Home. Wake Up to a Dream
And Never Further From It. Experience Extraordinary Hotels
Find the Ideal Hotel Brand for Any Adventure. Photography
Step Into the Extraordinary

Get Away From the Everyday. Discover Distinctive Luxury in Coveted Destinations
Creative
Oh, So Far Away. Development
Discover Extraordinary Hotels in Destinations You Love.

Rise Above the Routine
Access Distinctive Hotels You’ll Love Channel Examples
Stay in the Middle of It All.

Or the Middle of Nowhere.
Event Activations
Enjoy Bespoke Amenities Anywhere You Wish to Venture. and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Brand
Inspiring Experiences
These headlines and subheads align to the inspiring experiences rational benefit of our brand messaging house. Travel Program
Details
Design Elements
Copy
Gaze Upon Stars, Make a Sport of Spectating
Michelin or Otherwise. Get Pitch-Side Tickets
Use Points for Unrivaled Experiences. Photography
Wander Among Masterworks

Experiences That Exceed Expectations. Use Points for VIP Exhibition Passes
Creative
Often by Miles. Development
Access Marriott Bonvoy Moments.

Savor a New Adventure
Channel Examples
Enjoy a Michelin Masterclass
Acquaint Yourself With VIP Access.
And Unforgettable Experiences.
Event Activations
Use Points for Backstage Access. and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Brand
Modern Solutions
These headlines and subheads align to the modern solutions rational benefit of our brand messaging house. Travel Program
Details
Design Elements
Copy
Unlock a World of Experiences. Travel With Your Fingertips
And Your Room as Well. Get the Marriott Bonvoy App
Use Mobile Key. Photography
Explore the World With a Swipe

A Beautiful Reception. Get the Marriott Bonvoy App
Creative
That We Invite You to Skip. Development
Access Mobile Check-In.

Skipping the Line
Is Strongly Encouraged Channel Examples
Receive Prompt Service. Access Mobile Check-In

With a Simple Swipe.
Event Activations
Make Mobile Requests. and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Brand
Unparalleled Rewards: General

These headlines and subheads align to the unparalleled rewards rational benefit of our brand messaging house. Travel Program
Details
Design Elements
Copy
Travel That’s Endlessly Rewarding. Find Higher Ground
And Also Earns You Points. Enjoy an Upgrade
Redeem for Free Nights, Experiences, and More. Photography
Earn the Best Seats in

Points Can Take You to Dinner. the House Creative
Or All the Way to Dubai. Use Your Points for More Development
Use Your Points for More.
Perfection Improved Channel Examples
Redeem for Free Nights in Japan. Enjoy Premium Room Upgrades

Or Nights In, With Japanese.
Event Activations
Use Points for Getaways, Gift Cards, and More. and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Brand
Unparalleled Rewards: Rates

Details
Design Elements
Copy
Upgrade Your Bucket List. Make an Elegant Escape
Without Breaking Your Budget. Rates From $200
Enjoy Member Rates From $125. Photography
Evenings In Are Out

Your Perfect Getaway. Access Local Escapes From $125
Creative
Made Even More Perfect. Development
Get the Best Rates Worldwide.

Go Farther for Far Less
Enjoy Member Rates From $125 Channel Examples
Make a Last-Minute Decision.

And Memories That Last a Lifetime.
Event Activations
Book by Sunday to Save 25%. and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Brand
Unparalleled Rewards: Offers

Details
Design Elements
Copy
Linger Longer. Especially for You
And For Less. Earn 1,000 Bonus Points
Book Two Nights. Get a Third Free. Photography
Find Your Wonderland

2,500 Bonus Points. Get 30% off Winter Packages
Creative
Limitless Inspiration. Development
Earn More. Experience More.

Your Personal Paradise
Save 10% on Summer Packages Channel Examples
Savor the Present.

And Double Points.
Event Activations
Get Spa Packages. and Merchandise
Partnership
Offers should be treated as an exclusive gesture to make travelers feel welcome and special.
In headlines, hard numbers should be softened with the language of hospitality. For example, Guidelines
use “Enjoy 3X the Paradise” instead of the harsher “Earn 3X Points.” More direct language is
welcome in subheads, which should convey the specific offer details.
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Photography
Body Copy and CTA Examples

Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Body Copy Examples

These body copy examples are aligned to the rational benefits we offer to members worldwide. Travel Program
Details
You can use them verbatim or as inspiration. See page 6 for more information.
Design Elements
GENERAL PROGRAM AWARENESS INSPIRING EXPERIENCES
Welcome to Marriott Bonvoy®. Experience the extraordinary Access the unforgettable with Marriott Bonvoy Moments™. Copy
at thousands of distinctive hotels close to home and in the Whether you’re close to home or far from it, we invite
world’s most inspiring destinations. you to use your points for unrivaled experiences that can
transform, enrich, and excite.
Photography
EXTRAORDINARY HOTELS
MODERN SOLUTIONS
Distinctive luxury. Smart conveniences.
With 30 extraordinary brands to choose from, you can find Download the free Marriott Bonvoy® App to receive
Creative
your ideal stay anywhere you wish to go. the best rates, skip the line with contactless check-in, Development
open your room door, and more.
UNPARALLELED REWARDS: RATES

UNPARALLELED REWARDS: OFFERS Channel Examples
Book with the Marriott Bonvoy App or on
®
marriottbonvoy.com to access the best rates at thousands As a Marriott Bonvoy® member, you’ll receive tailored
of extraordinary hotels where you’ll feel perfectly at home. recommendations, exclusive offers, and so much more.
Event Activations
and Merchandise
Partnership
When using bullets in body copy, only use punctuation for complete sentences.
Don’t use periods for sentence fragments.
Guidelines
Inquiries
and Resources
Our
Brand
CTAs in Body Copy Layout Examples

Travel Program
Details
B:5"
T:5"
S:5"
Access the Design Elements

Extraordinary. Welcome to Marriott Bonvoy.
Everywhere You And Unparalleled Rewards.
Want to Go.
See All Your Membership Has to Offer.
Enjoy exclusive benefits at
thousands of hotels across our

distinctive brands worldwide. Copy
Join for free at the front desk or
at joinmarriottbonvoy.com.
Photography
B:9"
S:9"
T:9"
Creative
Development
GLOBAL PROMOTION SIGNATURE

Using Swiss 721 Medium for URL in body copy.
Channel Examples
Download our app to begin your journey.
Event Activations
and Merchandise
IN-HOTEL HANGING Proof
8-4 Job Number: BRA21008ENROLLMENT WELCOME

Description: Enrollment Welcome Brochure Numbered EN Client: Marriott
Division: None
User Name: Clay Schotzko
Previous User: Clay Schotzko
BANNER Date: 4-25-2022 2:20 PM

InDesign Version: 2022 17.1
BROCHURE Printed At: None
Live: None
Inks:
Cyan, Magenta, Yellow, Black,
Notes: Language: EN
Document Name: MAKBRA.21008_Enrollment_Welcome_Brochure_

Numbered_EN_R8-4.indd
Trim: 5" x 9"
Bleed: None
PMS 426 C, PMS 1635 C
Embedded Color Profiles: Partnership
Using Swiss 721 Medium for URL Document Path: None
Fonts: Aldine721 Lt BT (Light Italic, Light)
Using Aldine 721 Light Italic
Gutter: None
Fold Type: None
RGB sRGB IEC61966-2.1
CMYK U.S. Web Coated (SWOP) v2
Guidelines
Fold Position: None Vendor: None
in body copy. above QR code.
Fold Orientation: None Paper: None
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Copy Considerations and Terms Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Copy Considerations and Terms

Travel Program
Details
Program Universal Considerations

Design Elements
Our program name is Marriott Bonvoy; don’t use “Bonvoy” alone. Keep the Here are some useful words and phrases to keep in mind as you write in
two words in the name together on a line whenever possible. The name the Marriott Bonvoy voice:
may break in digital communications where we can’t control line width.
• 30 brands: Access 30 extraordinary hotel brands.
Marriott Bonvoy is an award-winning travel program. Prioritize using the term Copy
“travel program” over “loyalty program” when referring to Marriott Bonvoy. • Free membership: Membership is free and full of unlimited
possibilities.
The name may break in digital communications in which we can’t control
the width of copy lines. • Earn and redeem: Earn points when you stay. Redeem for free nights,
unrivaled experiences, and more. Photography
Portfolio Messaging • Experiences: Enjoy unrivaled experiences through Marriott Bonvoy

Moments.
Use wording that makes it clear Marriott Bonvoy is a travel program and • Mobile and contactless service: Use the Marriott Bonvoy App to Creative
Development
not a hotel brand: access fast and easy contactless check-in and Mobile Key.
• Long version: hotels participating in the Marriott Bonvoy program • Complimentary Wi-Fi: Stay connected with complimentary Wi-Fi.
• Short version: hotels participating in Marriott Bonvoy
Channel Examples
• As needed: hotels, resorts, and private homes participating in
Marriott Bonvoy
Reference our 30 brands when context and space allow.

Event Activations
and Merchandise
Portfolio Terms
• Extraordinary brands Partnership
Guidelines
• Unrivaled portfolio
• Unparalleled member benefits
• Additional adjectives: iconic, leading, celebrated
Inquiries
and Resources
Our
Brand
Common Terms
Travel Program
Details
Term Notes
Marriott Bonvoy ®
“Bonvoy” is not be used as a standalone word.
TRADEMARKS Program Where Can We Take You?™ Only trademarked in the U.S.
program rules Capitalize both words in terms and conditions only.

Design Elements
Use the appropriate trademark symbol (TM, SM, ®) on
the first mention of a trademarked term in body copy.
If the term isn’t used in body copy, the symbol can be Member/member When referring to the base tier status, “Member” is always capitalized. When referring to a person, “member” is not capitalized.
applied to the first mention in a headline or subhead. status The word “status” is a general term and is not capitalized.
If you have trademark questions, please check with the
Marriott International legal team. Elite status “Status” must be capped only when “Elite Status” appears in terms and conditions copy.
Marriott Bonvoy Elite Can shorten to “Elite” in subsequent mentions within the same communication. Copy
Marriott Bonvoy Member In subsequent mentions within the same communication, use “Member.”
SUB-BRANDS
Marriott Bonvoy Silver Elite “Silver Elite” when used in subsequent mentions within the same communication.
Only use the registered mark after Marriott Bonvoy if the
Marriott Bonvoy Gold Elite “Gold Elite” when used in subsequent mentions within the same communication.
sub-brand isn’t trademarked, for example:
Status Marriott Bonvoy Platinum Elite “Platinum Elite” when used in subsequent mentions within the same communication.
Photography
Marriott Bonvoy Events®
Marriott Bonvoy Titanium Elite “Titanium Elite” when used in subsequent mentions within the same communication.
Marriott Bonvoy MomentsTM Marriott Bonvoy Ambassador Elite “Ambassador Elite” when used in subsequent mentions within the same communication.
Marriott Bonvoy TravelerTM Marriott Bonvoy Lifetime Silver Elite “Lifetime Silver Elite” when used in subsequent mentions within the same communication.
Marriott Bonvoy Lifetime Gold Elite “Lifetime Gold Elite” when used in subsequent mentions within the same communication.
Marriott Bonvoy® Escapes
Creative
Marriott Bonvoy Lifetime Platinum Elite “Lifetime Platinum Elite” when used in subsequent mentions within the same communication.
Marriott Bonvoy® Escape to Luxury Development
Marriott Bonvoy Lifetime Titanium Elite “Lifetime Titanium Elite” when used in subsequent mentions within the same communication.
Marriott Bonvoy® Boutiques Cobalt Cobalt is an unpublished status, not to be communicated in marketing materials.
ELITE STATUS bonus points

Most cobrand cards use “bonus points” to refer to promotional points earned from the card. Canada Amex uses
“Welcome Bonus points” or “bonus points.” The term “bonus” should be used for promotional earnings. Channel Examples
First mention of status:
Currency Cash + Points
Marriott Bonvoy [Status] Elite
Use “points” in all Marriott Bonvoy communications. For partner offers in which both partners use points as currency,
points
use “Marriott Bonvoy points” for clarity. Capitalize “Points” in terms and conditions.
Subsequent mentions:
[Status] Elite
Air + Car Event Activations
When listing more than one Elite status: and Merchandise
Eat Around Town by Marriott Bonvoy™
Marriott Bonvoy [Status] Elite, [Status] Elite,
and [Status] Elite Marriott Bonvoy Events®
Use “Marriott Bonvoy Events” or “Events” in subsequent mentions. Marriott Bonvoy Events is only registered in the U.S.,
Sub-Brands use Marriott Bonvoy Events™ for all other languages.
Marriott Bonvoy Moments™ Can use “Moments” in subsequent mentions within the same communication.
Sheraton Vacation Club Owner Partnership

Westin Vacation Club Owner Guidelines
Inquiries
and Resources
Our
Brand
Common Terms (Cont.)

Travel Program
Details
Term Notes Term Notes
Mobile Key 2 p.m. Late Checkout When not preceded by “2 p.m.,” “late checkout” is lowercased.
Mobile Mobile Check-In 4 p.m. Late Checkout When not preceded by “4 p.m.,” “late checkout” is lowercased.
Mobile Guest Services 48-Hour Guarantee

Design Elements
“Ambassador” is only capped when referring to the member tier
ambassador
(Marriott Bonvoy Ambassador Elite).
In body copy, use “Marriott Bonvoy membership number” on first mention
and “membership number” in subsequent mentions within the same Ambassador Service
membership number communication.
Annual Choice Benefit
Can use “member number” in instances with limited space.
Best Rate Guarantee
When referring to a member’s program card, use “membership card.” Copy
membership card Club Lounge
Can use “member card” in instances with limited space.
earn points, earn miles “Points” and “Miles” are capitalized in terms and conditions only.
account Capitalize in the terms and conditions.
Elite Night Credit
account activity
Elite Welcome Gift When not preceded by “Elite,” “welcome gift” is lowercased.
Account Overview
Lowercase “enhanced room upgrade” when used in conversational Photography
Enhanced Room Upgrade
Folio Credit body copy.
Account
member account Capitalize both words in the terms and conditions. food and beverage choice offering
Member Support Free Night Award
My Account Free Night Certificate

Creative
My Earned Awards Guaranteed Room Type
Benefits Development
My Trips Instant Redemption
online account internet
profile Capitalize in the terms and conditions. lifetime nights
Saved Hotels Loyalty Champion

Channel Examples
Standard rates member benefits
Member Rates
Bonus Miles PointSavers™
Member Exclusive Offer preferential rate
Promotions participating brands Capitalize both words in the terms and conditions. Priority Late Checkout When not preceded by “Priority,” “late checkout” is lowercased.
Event Activations
and Merchandise
participating properties Capitalize both words in the terms and conditions. qualifying charges Capitalize both words in terms and conditions only.
Reward a Friend qualifying nights Capitalize both words in terms and conditions only.
Select Suites Lowercase “select suites” when used in conversational body copy.
Stay for 5, Pay for 4

Partnership
Suite Night Awards™ Guidelines
Ultimate Reservation Guarantee
Wi-Fi Use the term “complimentary Wi-Fi” whenever possible.
Your24™
Inquiries
and Resources
Our
Brand

Travel Program
Details
Term Notes Term Notes
Hertz Elevated Status Marriott Bonvoy App Initial cap “App” in mentions of the complete app name.
Partners App
Always follow our RewardsPlus mobile app Capitalize both words in the terms and conditions only.
partners’ guidelines
when referring Your World Rewards™ Design Elements
to their statuses, #marriottbonvoy
products, currency, Uber
etc. #marriottbonvoymoments
National Park Foundation
Hashtags
#mbonvoyamex
#mbonvoychase
Marriott Bonvoy Bold® Credit Card from Chase
Copy
Marriott Bonvoy Boundless® Credit Card
Marriott Bonvoy Business® American Express® Card Also referred to informally as the Business Card.
Language URL
Marriott Bonvoy Brilliant® American Express® Card Former Luxury Card. English marriottbonvoy.com
Marriott Bonvoy™ American Express® Card Canada Amex consumer card. British English marriottbonvoy.co.uk
Carte Marriott BonvoyMD American ExpressMD Canada Amex consumer card, translated. German marriottbonvoy.de Photography
Marriott Bonvoy Business American Express Card
® ®
Canada Amex business card. French marriottbonvoy.fr
Carte Marriott BonvoyMD Business American ExpressMD Card Canada Amex business card, translated. URLs Korean marriottbonvoy.co.kr
Marriott Bonvoy® World Mastercard® from Emirates NBD UAE consumer card. Always write URLs Spanish espanol.marriottbonvoy.com
in all lowercase
‫ من بنك اإلمارات دبي الوطني‬Marriott Bonvoy World Mastercard
® ®
UAE consumer card, translated. letters. Do not use a Italian marriottbonvoy.it Creative
mix of lowercase and
Marriott Bonvoy American Express Card
® ®
UK Amex card. Portuguese (CALA) marriottbonvoy.com.br Development
uppercase letters.
Partners
Marriott Bonvoy® Credit Card UK Mastercard. Chinese (Simplified) marriottbonvoy.com.cn
Cobrand
Marriott Bonvoy® American Express® Card Base Japanese Amex card. Japanese marriottbonvoy.jp
Marriott Bonvoy アメリカン・エキスプレス ®・カード

®
Base Japanese Amex card, Japanese translation.
Arabic arabic.marriottbonvoy.com
Marriott Bonvoy American Express Premium Card
® ®
Premium Japanese Amex card.
Russian marriottbonvoy.com.ru Channel Examples
Marriott Bonvoy アメリカン・エキスプレス ®・プレミアム・カード
®
Premium Japanese Amex card, Japanese translation.
Marriott Bonvoy® The Classic Shinhan Card Base Korean consumer card. No translation yet.
Marriott Bonvoy® The Best Shinhan Card Premium Korean consumer card.
메리어트 본보이™ 더 베스트 신한카드 Premium Korean consumer card, translated.

Event Activations
Marriott Bonvoy Credit Card
®
Base Mexico consumer card. and Merchandise
Tarjeta Marriott Bonvoy® Base Mexico consumer card, translated.
Marriott Bonvoy Inspire® Credit Card Premium Mexico consumer card.
Tarjeta Marriott Bonvoy Inspire® Premium Mexico consumer card, translated.
Partnership
Guidelines
Inquiries
and Resources
Our
Brand

Travel Program
Details
Language Primary Use For Use With Limited Space
©2022 Marriott International, Inc. All Rights Reserved. All names, marks and logos are
English / British Englsih ©2022 Marriott International, Inc. All Rights Reserved.
the trademarks of Marriott International, Inc., or its affiliates, unless otherwise noted.
.‫ كل األسماء والعالمات والشعارات من‬.‫ لشركة ماريوت الدولية‬2022 ‫جميع الحقوق محفوظة لعام‬
Arabic .‫ لشركة ماريوت الدولية‬2022 ‫جميع الحقوق محفوظة لعام‬
‫العالمات التجارية لشركة ماريوت الدولية أو شركاتها التابعة ما لم يتم اإلشارة لخالف ذلك‬. Design Elements
©2022 Marriott International, Inc. All Rights Reserved。版权所有。除非另有说明，所有
Chinese ©2022 万豪国际集团版权所有。
名称、标志和徽标均属于万豪国际集团或其附属机构的商标。
©2022 Marriott International, Inc. Tous droits réservés. Tous les noms, marques et
French logos sont des marques commerciales de Marriott International, Inc. ou de ses filiales, ©2022 Marriott International, Inc. Tous droits réservés.
sauf mention contraire.
©2022 Marriott International, Inc. Tous droits réservés. Tous les noms, marques et Copy
French Canadian logos sont les marques de commerce de Marriott International, Inc., ou de ses sociétés ©2022 Marriott International, Inc. Tous droits réservés.
affiliées, sauf avis contraire.
©2022 Marriott International, Inc. Alle Rechte vorbehalten. Alle Namen, Marken
German und Logos sind Marken von Marriott International, Inc., oder seinen verbundenen ©2022 Marriott International, Inc. Alle Rechte vorbehalten.
Unternehmen, wenn nicht anders angegeben.
©2022 Marriott International, Inc. Tutti i diritti riservati. Tutti i nomi, marchi e loghi sono
Italian marchi registrati di Marriott International, Inc. o delle sue società affiliate, ove non ©2022 Marriott International, Inc. Tutti i diritti riservati. Photography
diversamente specificato.
Legal Japanese
©2022 Marriott International, Inc. All Rights Reserved。すべての名称、マーク、ロゴは、別
©2022 マリオット専有情報。
段の記載がない限り、マリオット・インターナショナルまたはその系列会社の商標です。
Disclosure
Include copyright ©2022 Marriott International, Inc. All Rights Reserved. 별도의 표시가 없는 한 모든
Korean 이름과 마크, 로고는 메리어트 인터내셔널 또는 메리어트 인터내셔널 계열사의 ©2022 Marriott International, Inc. All Rights Reserved.
disclosure on all Creative
상표입니다.
Marriott Bonvoy
marketing Development
©2022 Marriott International, Inc. Wszelkie prawa zastrzeżone. Wszystkie nazwy,
communications. Polish marki i loga są znakami towarowymi firmy Marriott International, Inc. lub jej spółek ©2022 Marriott International, Inc. Wszystkie prawa zastrzeżone.
stowarzyszonych, o ile nie wskazano inaczej.
©2022 Marriott International, Inc. Todos os direitos reservados. Todos os nomes,

Portuguese (EURO) marcas e logótipos são marcas comerciais da Marriott International, Inc., ou das suas ©2022 Marriott International, Inc. Todos os direitos reservados.
afiliadas, salvo disposição em contrário.
Channel Examples
©2022 Marriott International, Inc. Todos os direitos reservados. Todos os nomes,
Portuguese (CALA) marcas e logotipos são marcas registradas da Marriott International, Inc. ou de suas ©2022 Marriott International, Inc. Todos os direitos reservados.
afiliadas, salvo indicação em contrário.
©2022 Marriott International, Inc. Все права защищены. Все названия, марки и
логотипы являются товарными знаками компании Marriott International или ее
Russian партнеров, если не указано иное. © Marriott International, 2022. Все права защищены.
Event Activations
©2022 Marriott International, Inc. Todos los derechos reservados. Todos los nombres, and Merchandise
Spanish (Universal) marcas y logotipos son marcas registradas de Marriott International, Inc., o de sus ©2022 Marriott International, Inc. Todos los derechos reservados.
afiliados, a menos que se indique lo contrario.
©2022 Marriott International, Inc. Todos los derechos reservados. Todos los nombres,
Spanish (CALA) marcas y logotipos son marcas comerciales de Marriott International, Inc., o de sus ©2022 Marriott International, Inc. Todos los derechos reservados.
afiliados, a menos que se indique lo contrario.
Partnership
© 2022 Marriott International, Inc. Tüm Hakları Saklıdır. Tüm isimler, markalar ve logolar,
Turkish
aksi belirtilmedikçe Marriott International, Inc. veya iştiraklerinin ticari markalarıdır.
©2022 Marriott International, Inc. Tüm Hakları Saklıdır. Guidelines
Inquiries
and Resources
Our
Brand
Supported Languages
Travel Program
Details
Language In-Hotel Email marriottbonvoy.com L&D
Arabic • • (Limited) • •
Chinese • (Simplified) • • • (Simplified) Design Elements
Dutch (Pending Funding)
English (U.S.) • • • •
Don’t translate “Marriott Bonvoy” — except in
Simplified Chinese. English (British) • • • Copy
French • • • • (Standard)
Don’t translate tier names — except in
Simplified Chinese, Korean, Japanese, and French Canadian • • •
Arabic.
German • • • • Photography
Translate “member” only when used as a Indonesian (Pending Funding)
general term, e.g., “members get the best
rates” or “Marriott Bonvoy Silver Elite member.” Italian • • •
Translate “lifetime” only when used as a
Korean • • • Creative
general term, e.g., “get lifetime benefits” or
“the best benefits, for a lifetime.”
Polish • Development
Portuguese (EURO) • • •
Translate “ambassador” only when used as
a general term, e.g., “identify arrivals with
Portuguese (CALA) • • • (Brazil)
an ambassador case” or “partner with the
property’s ambassador liason.”
Japanese • • • • Channel Examples
Russian • • (Limited) •
Spanish (Universal) • •
Spanish (EURO) • • Event Activations
and Merchandise
Spanish (CALA) • •
Thai (Pending Funding)
Turkish (Pending Funding) Partnership

Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Photography
Vanity URLs
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Structure and Process

Vanity URLs should be created for all member-facing communications. Travel Program
Details
Structure Use a prefix for actions and loyalty platforms. Request Process Design Elements
A vanity URL can have a prefix or a suffix — • Action: join.marriottbonvoy.com Option 1: Submit a request using the Loyalty Digital
or both. The type of vanity URL depends on • Loyalty platform: moments.marriottbonvoy.com Marketing Intake Form.
the page’s content. All are built using the main Copy
brand URL: Use when the vanity URL redirects to an existing
Use a suffix for partners, promotions, Elite levels, landing page on marriottbonvoy.com or a third-
and subpages. party site.
Prefix Brand URL Suffix • Partners: marriottbonvoy.com/hertz Photography
• Promotions: marriottbonvoy.com/megabonus Option 2: Open a SNOW ticket to register the new

x. marriottbonvoy.com /y vanity URL.
• Elite levels: marriottbonvoy.com/gold
• Subpages: marriottbonvoy.com/terms Use when the vanity URL redirects to a new landing Creative
Development
page that is in the process of being built, typically
a third-party site. Ensure vendor has completed a
Use a prefix and a suffix for acquisitions and security review.
loyalty platform subpages.
Channel Examples
• Acquisitions: join.marriottbonvoy.com/NFL
• Loyalty platform subpages:
moments.marriottbonvoy.com/culinary
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Best Practices
Travel Program
Details
RULE EXAMPLES
Design Elements
Never add a word in front of marriottbonvoy.com without also adding a dot. join.marriottbonvoy.com
Vanity URL: marriottbonvoy.com/uber

Vanity URLs are redirects and will always resolve to a destination URL. Destination URL: https://uber.marriott.com
Copy
On-platform (marriott.com) vanity URLs will redirect to a destination Vanity URL: marriottbonvoy.com
page built on the marriott.com domain. Destination URL: marriott.com/loyalty
Vanity URL: earn.marriottbonvoy.com Photography

“Action” vanity URLs must redirect to pages on marriott.com. Destination URL: marriott.com/loyalty/earn.mi
Promotions and partners cannot use a prefix.

Creative
Development
Prefix: moments.marriottbonvoy.com
A vanity URL can have one prefix or one suffix, or both. Suffix: marriottbonvoy.com/hertz
Both: earn.marriottbonvoy.com/cruises
Channel Examples
marriottbonvoy.com/elite-gold
Vanity URLs can include dashes or numbers. marriottbonvoy.com/yourpoints4
Only use the program abbreviation “mb” in a vanity URL. marriottbonvoy.com/earnwithmb Event Activations
Do not use “mbv” as a program abbreviation. and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Photography Photography
Section 5
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
The Allure of Hospitality Travel Program

Details
We must constantly seek ways to elevate the look of hospitality, generously injecting it with vibrance and allure.
Each image should captivate viewers’ senses, inviting them to partake in all of hospitality’s wonders.
Design Elements
Singularly Focused and Hospitality Not All Destinations Copy
Compositionally Clean Meets Humanity Are Places

Photography
Images should have one clear story. Whether it’s a guest on an excursion, an A mixologist’s touch on a well-crafted cocktail.
Composition should be uncluttered with clean associate at a property, or simply a hand A perfectly appointed table setting. A guest
space — to allow for a quick read of copy. delivering service, the experience of hospitality learning the art of pasta making. Intimate moments
should be present in every image. Avoid of hospitality should feel as compelling as the Creative
Development
images that feel lonely or feature a single spaces where they occur.
person staring off into the distance.
Channel Examples
Fewer, Stronger Colors Feeling Over Faces

Event Activations
Our form of hospitality should feel vibrant and bold. Strive to portray genuine emotional responses and Merchandise
Images should focus on two or three dominant from people experiencing a destination.
colors. Avoid images that are overly dark, cold, This means telling the story more through body
muddled, blown-out, overly saturated, or hot. language and genuine, candid reactions than
with staged or forced facial expressions. Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Content Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
OTHER
FOOD AND
BEVERAGE
4 Selecting Travel Program

Details
EXPERIENCES
3 Photography
Design Elements
When it’s time to select photography for your layout,

Photo understanding context is critical.
Categories
1 PROPERTIES Ask yourself:
Copy
2 Is this a high-level piece meant to inspire

DESTINATIONS and engage? Or is it a highly specific piece
Photography
meant to inform and reveal?
For example, if the image is for an Instagram post

Creative
or the hero on the marriottbonvoy.com home page, Development
you may select a more aspirational image meant to
evoke a mood or begin a story. If it’s for a tertiary
Properties: For the vast majority of projects, begin your photo search here. placement on a Member Account Update email or a
These photos are truly distinct to Marriott Bonvoy — which has thousands of hotels food and beverage offer, a more specific image may
Channel Examples
across 30 extraordinary brands — and are the foundation of our brand story. be more appropriate.
Destinations: Use to support our property photography and expand upon

the brand story in a meaningful way. For example, a welcome brochure for
new members may open with a stunning hotel photo, followed by an evocative Event Activations
Using the examples offered on the following pages, and Merchandise
destination photo to entice the member to read more. you will be able to create captivating content that
Experiences and Food and Beverage: Use when the specific context calls brings the Marriott Bonvoy brand to life.
for them — for example, an event-registration email or an exclusive dining offer.
Partnership
Guidelines
Other: See pages 103–104 for details about when to use photography beyond
our four main categories.
Inquiries
and Resources
Our
Brand
1 Properties
Travel Program
Details
For the vast majority of communications,

Design Elements
begin your search with property photography.
The intent is to capture the best attributes of

the property and essence of the location.
These shots may include people, but the property Copy
should be the focus. Use elements that give the viewer
a sense that people were just in the space for an added
sense of warmth and narrative.
Photography
Captures the Soul of a Property

Creative
Strive to find a property’s most alluring and graphic Development
aspect to tell the story of the location. This may be
simple architectural details, beachfront views, or interiors
with floor-to-ceiling city views.
Channel Examples
Lived-In but Not Cluttered
A few simple props can humanize a space, such as
a cocktail and sunglasses by a pool chair. However,
keep these limited, as too many details can become Event Activations
and Merchandise
compositionally dense and cluttered.
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
2 Destinations
Travel Program
Details
A destination photo can supplement or replace

a property photo in these situations: Design Elements
• Highlighting a specific destination is the

main objective of the communication.
• Available property photography does not Copy
meet brand standards.
Photography
Poetic Landscapes
Shots should feature locations that capture the beauty and
visual drama of a destination. Whether it’s a sweeping sunset
Creative
or glittering skyline, use natural light to add another level of Development
authenticity for viewers.
Unique Interpretation
Channel Examples
Each shot should offer a unique perspective, capturing
the unexpected — whether it uses cues from nature or
a surprising angle.
Human Ratio Event Activations

and Merchandise
Include some touches of humanity — a ratio of 80%

destination/location to 20% human experience. People should
be unrecognizable, small figures in a landscape.
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
3 Experiences
Travel Program
Details
Use experiential photography to deepen the

brand story when context calls for it.
Design Elements
Experiences allow us to showcase the vast offerings
travelers may experience with Marriott Bonvoy. These
may be unique on-property experiences and offerings

(e.g., spas, beachfronts, lessons, demonstrations), but
also off-property excursions offered to guests and members Copy
(e.g., tours, concerts, adventures, events).
Photography
Captures a Feeling
Imagery should be rich in humanity and exude a feeling
of adventure, joy, serenity, or awe. Creative
Development
Moments and Memories

Whether a grand vista that characterizes the experience
or an intimate snapshot, images should evoke a positive Channel Examples
emotional response.
No Staged Faces
Event Activations
Don’t rely on exaggerated facial expressions to convey and Merchandise
a genuine emotional response. Instead, tell a story through
body language and candid reactions to a space/experience.
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
4 Food and Beverage

Travel Program
Details
Use food and beverage photography to deepen

the brand story when context calls for it.
Whether it’s a perfectly plated meal at a Michelin-starred Design Elements

restaurant, a mixologist’s signature cocktail, or simply a
pancake breakfast in bed, food and beverage photography
should ignite the viewer’s senses.
These shots focus on hands in action and never show faces Copy
in detail. This allows viewers to create their own narrative and
easily imagine themselves in the situation.
Photography
Intimate Perspective
Shots should be close-up and active. Viewers should feel Creative
as if they’re in the experience. Development
No Faces
When showing wider crops with people in them, photos Channel Examples
should be shot from behind without any recognizable faces.
Cues of Authenticity
Event Activations
Shots should feel “in the moment” and capture the and Merchandise
sensory details of an experience that make it instantly relatable,
such as condensation on a chilled glass or flour-covered
hands in a pasta-making class.
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Other Photography
Travel Program
Details
Some projects call for photography beyond our
four main categories.
Whether it’s an airline, car rental, retail, food delivery, or Design Elements
other partnership photo, additional guidelines may apply.
These parameters are a great place to start, but be sure to
check in with your Marriott and/or partner contact to make
sure your photography selections meet all required criteria.

Copy
Intimate Perspective Location Photography
Included in each shot is a location or destination that

inspires travel.
Member’s Point of View Creative

Development
Camera angles should be from the member’s viewpoint,

e.g., a shot from inside a guest room looking out beyond the
property to take in the location.
Channel Examples
Natural Lighting
Natural lighting during the day and soft lighting at night
always accentuate the property or location. Event Activations
and Merchandise
Lived-In Styling (When Applicable)

The styling and props should make the image feel like someone
stepped out of frame to take a photo of the space they were enjoying Partnership
moments ago, e.g., a pool chair with a towel and beach bag. Guidelines
Inquiries
and Resources
Our
Brand
Other Photography Examples

Travel Program
Use these examples to help guide your selection to ensure partner-provided photography meets our brand standards. Details
Airlines Car Rentals Lifestyle Food Delivery Retail Design Elements

Aspirational
Copy
Photography
Creative
Development
Acceptable
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Content Don’ts
Travel Program
Details
Design Elements
Copy
Photography
Creative
Development
No Humanity Staged Faces

Channel Examples
Avoid photography with no apparent Don’t rely on exaggerated facial expressions to
signs of humanity. convey a genuine emotional response.
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Composition Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
1 Focal Point
Copy
Composing the
Perfect Image of
Photography
2 Cropping
Hospitality Creative
Development
3 Color Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
1 Focal Point
Travel Program
Details
Design Elements
Copy
Singularly
Focused Photography
Images should have one clear story.

A strong singular focal point creates a quick Creative
visual read on our imagery. Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
1 Focal Point
Travel Program
Details
Design Elements
Copy
Compositionally
Clean Photography
Compositions should be uncluttered and feature

Creative
clean space so copy can be read quickly. Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
1 Focal Point
Travel Program
Details
Design Elements
Copy
Rule of Thirds
Photography
Apply the rule of thirds to framing our imagery.

The focal point should exist in about one-third of
the image, leaving two-thirds as clear space for
flexible copy placement and cropping. Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
2 Cropping
Travel Program
Details
Design Elements
Copy
Crop Flexibility
Our imagery needs to be cropped to a wide Photography
range of sizes, from an extreme vertical to an

extreme horizontal. Testing crops in a
728 x 90 and 160 x 600 ratio is a useful tool
to determine whether the image will work Creative
across our communications. Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
3 Color
Travel Program
Details
Design Elements
Copy
Strong Color Photography
Our form of hospitality should feel vibrant and

bold. A simple, strong, and bright color palette is
preferred across our brand photography.
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
3 Color
Travel Program
Details
Design Elements
Copy
Dominant Color Photography
Dominant colors should be easily identifiable.

Our images should focus on two or three
dominant colors.
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Composition Don’ts
Travel Program
Details
Design Elements
Copy
Photography
Creative
Development
Unclear Focal Point Busy Cropping Misuse of Color

Avoid photography with multiple A visually busy frame competes with Avoid unnatural oversaturation of colors Channel Examples
or unclear focal points. messaging in communications. and overly dark or muted colors.
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Creative Development Photography
Section 6
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Creating Copy
Hotel Brand Assets

If you’re creating hotel brand assets, please refer to Photography
the Marriott Bonvoy Affiliation Guidelines for logo and

Marriott Bonvoy Affiliation Guidelines
Version 10
CTA logo lockups.
The guidelines demonstrate how our highly flexible Creative

system unites the Marriott Bonvoy portfolio under one Development
lasting strategic and creative vision; they showcase
how each hotel brand affiliates with the program while
retaining its own brand identity.
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
1 Frame Design Elements
Bringing Copy
2 Copy It All Together

This section breaks down how the style elements Photography
come together. The framework was developed

to create a distinctive look for all Marriott Bonvoy
communications and is adaptable enough to serve
as a foundation for all marketing efforts.
3 CTA Logo Lockup
Creative
Development
It has been built to be modular and actionable
for partners and teams to easily implement when
creating Marriott Bonvoy–led communications.
Channel Examples
4 Path Connector
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Bringing It All Together

Step One: Frame Travel Program
Details
1 Frame
Design Elements
Every experience is crisply

housed in a sharp, clean
framing device, evocative
of classic postcards —
a wanderlust-worthy Copy
window into our world of
hospitality. This allows
imagery to feel bold and
cinematic yet unmistakably
connected to our brand.
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
1 Frame Our
Brand
A Sharp Margin
Travel Program
Details
Wherever You’re Dreaming Of,

1/50 Design Elements
of Shortest Side
We Know Just The Place. Access the Extraordinary,
30 Hotel Brands. Endless Experiences. Everywhere You Want to Go.
Copy
Photography
Creative
Development
1:2 Aspect Ratio or Less
MARGINS FOR A 1:2 OR 2:1 DISCOVER. BOOK. BE REWARDED. Channel Examples

ASPECT RATIO OR LESS
A thin margin creates a refined frame
around the brand imagery.
2:1 Aspect Ratio or Less
If a composition is less than a 2:1 or 1:2 Event Activations
aspect ratio, the margin is made up of 1/50 and Merchandise
of the shortest side.
1/50
of Shortest Side
Partnership
Guidelines
Inquiries
and Resources
1 Frame Our
Brand
A Sharp Margin for Condensed Compositions

Travel Program
Details
1/35
of Shortest Side Design Elements
Copy
Greater Than 1:2 and Less Than 1:3 Aspect Ratio
Photography
1/20
of Shortest Side
Creative
Development
Greater Than 1:3 Aspect Ratio
Channel Examples
MARGINS FOR A 1:2 OR 2:1
ASPECT RATIO OR MORE
Greater Than 3:1
Aspect Ratio If a composition is more condensed than a 2:1
or 1:2 aspect ratio but less than a 3:1 or 1:3
1/20
aspect ratio, the margin is made up of 1/35 of Event Activations
the shortest side. and Merchandise
Greater Than 2:1 and
Less Than Aspect Ratio 3:1 of Shortest Side If a composition is more condensed than a 3:1
or 1:3 aspect ratio, the margin is made up of
1/35
1/20 of the shortest side.
Partnership
of Shortest Side Guidelines
Inquiries
and Resources
1 Frame Our
Brand
The Rule of Quarters

Travel Program
Image Area Branding Area Details
4/4
Design Elements
Image Area
4/4 3/4 2/4 1/4 3/4
Copy
2/4
Photography
Branding Area
Creative
1/4
Development
Channel Examples
HORIZONTAL VERTICAL OR SQUARE

ORIENTATION ORIENTATION Event Activations
and Merchandise
Any horizontal composition will have Any vertical or square composition will have
a vertical branding area. a horizontal branding area.
Partnership
Guidelines
Inquiries
and Resources
1 Frame Our
Brand
The Rule of Quarters (Examples)

Travel Program
Details
Design Elements
Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
1 Frame Our
Brand
Multiframe — Margin and Rule of Quarters

1/50 Travel Program
Details
the Shortest Side
of a Single Frame
Design Elements
4/4 3/4 2/4 1/4 Copy
Photography
Creative
Development
LAYING OUT MULTIPLE

COMBINED FRAMES Channel Examples
When multiple individual frames are laid out
as one composition, use the rule of quarters
to determine the image and branding areas.
For this, all frames are measured as one. 4/4 3/4 2/4 1/4
When creating margins, the 1/50 rule applies, Event Activations
but in the case of multiframe layouts it is and Merchandise
applied to the shortest side of one single
frame, not the sum of the frames.
Partnership
Guidelines
1/50
the Shortest Side of a Inquiries
123 MARRIOTT BONVOY STYLE GUIDE Single Frame ©2022 Marriott International, Inc. All Rights Reserved. Confidential and proprietary — may not be reproduced or distributed without the prior written consent of Marriott.
and Resources
1 Frame Our
Brand
Multiframe — Margin and Rule of Quarters (Example)

Travel Program
Details
Design Elements
Copy
Photography
Creative
Development
LAYING OUT MULTIPLE

COMBINED FRAMES
Channel Examples
Once the image and branding areas and the
margins are defined, place the image across
the entire image area.
As shown here, the margins apply to each

frame on multiframe layouts.
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand

Step Two: Copy Travel Program
Details
1 Frame
Design Elements

Copy
We Know Just the Place.
Convey hospitality through voice

2 Copy and photography. Aldine offers an
inviting aesthetic that works across
Photography
all brands.
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
2 Copy Our
Brand
Typesetting
Use 0 tracking, auto leading and center justification, unless noted otherwise below. Travel Program
Details
Call-and-Response Headline: Aldine Light and Light Italic // Title Case // Include Punctuation Standard Headline: Aldine Light // Title Case // No Punctuation
Design Elements
Wherever You’re Dreaming of, Your Journey Is

We Know Just the Place. NOTE:
Our Pleasure
Copy
The subhead
font size should be
approximately
Call-and-Response Subhead: Aldine Light // Title Case // Include Punctuation 55%–65% of the Standard Subhead: Aldine Light // Title Case // No Punctuation
headline size.
30 Hotel Brands. Endless Experiences. Earn Toward Free Nights and So Much More Photography
Eyebrow Option 1: Aldine Light Italic // Title Case // No Punctuation Eyebrow Option 2: Swiss Light // All Caps // 80 Tracking // No Punctuation
Creative
Limited Time Only LIMITED TIME ONLY Development
Body Copy: Swiss Light // Sentence Case // Include Punctuation
Connect with the people, places, and passions you love at thousands of hotels across 30 brands worldwide. Channel Examples
CTA in Body Copy Option 1: Swiss Medium // Sentence Case // Include Punctuation CTA in Body Copy Option 2: Aldine Light Italic // Sentence Case// Include Punctuation
Register now at marriottbonvoy.com/join. Download the app to begin your journey. Event Activations
See page 84 for layout examples. See page 84 for layout examples. and Merchandise
Caption: Swiss Regular // All Caps // 30 Tracking // No Terminal Punctuation
W BARCELONA, SPAIN
Partnership
Guidelines
Legal: Swiss Regular // Sentence Case // Include Punctuation // No Smaller Than 5.5 pt.
©2022 Marriott International, Inc. All Rights Reserved. All names, marks and logos are the trademarks of Marriott International, Inc., or its affiliates, unless otherwise noted.
Inquiries
and Resources
2 Copy Our
Brand
Offline Copy Area

Travel Program
Details
Design Elements
Wherever You’re Dreaming of, Access the Extraordinary,
We Know Just The Place. Everywhere You Want to Go.
COPY AREA Copy

Copy should be centered

in the upper third of a
three-by-five grid in any DISCOVER. BOOK. BE REWARDED.
offline composition.
Photography
Creative
Development
Scale in Offline Compositions: Where Can We Take You?
Channel Examples
Headline Subhead Tagline Caption DISCOVER. BOOK. BE REWARDED.
The desired span of a A subhead is set at A tagline is set within A caption is set to the
single headline is no 50% the scale of the the logo lockup. minimum allowable
more than three-fifths headline. No adjustments are legible size.
the width of an image. needed. Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
2 Copy Our
Brand
Online Copy Area

Explore New States. Or States of Mind. » BOOK NOW with
ew States. Explore
of Mind. New States. Travel Program
Details
Brands.
Or States
periences. of Mind.
30 Hotel Brands. 30 px
Explore
ExploreNew States.
New States. Explore Explore
Explore NewNewStates.
States. Or States of Mind. Explore
Design Elements »
OrOr
States of Mind.
States of Mind. New States. Or States of Mind. New States.
30 Hotel Brands.
30Experiences.
Hotel Brands.
Or States 30 Hotel Brands.
Or States
Endless
Endless Experiences. of Mind. Endless Experiences. of Mind.
COPY AREA 30 Hotel Brands. 30 Hotel Brands.Copy

Endless Experiences. Endless Experiences.
Copy should be centered in
the upper third of any online
Explore New States.
composition. Or States of Mind.
The top of a headline falls 30 Hotel Brands.
30 px below the top of any Endless Experiences. Photography
online composition.
Scale in Online Compositions: Creative

Development
» BOOK NOW with Headline Subhead
The desired span of a A subhead is set at

single headline is no 33% the scale of the Channel Examples
more than two-thirds headline.
the width of an image.
CTA Caption » BOOK NOW with » BOOK NOW with

Event Activations
and Merchandise
A CTA is set within A caption is set to a
the CTA lockup. maximum of 5 pt or
No adjustments are 6 px.
needed.
Partnership
Guidelines
Inquiries
and Resources
2 Copy Our
Brand
Captioning
Travel Program
Print Construct and Translation

Details
All property images must be captioned. The caption can • Captions include the property name, city (if not already part of the
be placed on or near the image. If the caption is not on the property name), state or province (only for U.S., Canada, and China), and Design Elements
image, give it context with a lead-in followed by a colon and the country — e.g., Hotel Danieli, a Luxury Collection Hotel, Venice, Italy.
property name; e.g., Featured property: W Barcelona, Spain.
• Design Hotels™ captions follow a slightly different format: hotel name,
city, state or province (only for U.S., Canada and China), country, “a
Digital Member of Design Hotels™” — e.g., Gramercy Park Hotel, New York,
New York, USA, a Member of Design Hotels™.
Copy
• Include property captions on banners only when space permits. • If it isn’t already part of the hotel name, include the island name in
• On websites, property images in hero placements must be captions for properties in Hawaii — e.g., Moana Surfrider, a Westin
Photography
captioned. If the caption is placed over the image, use a color Resort & Spa, Waikiki Beach, Honolulu, Oahu, Hawaii, USA.
box (80% #1C1C1C) with white text for ADA compliance. • For captions in languages other than English, translate the city, state/
• In emails, place the caption for hero images above the footer. province, and country. In Arabic, Chinese, Japanese, Korean, and
Russian, translate the property name too. The phrase “a Member of Creative
Design Hotels™” is never translated. Development
• On websites and in emails, caption secondary images only if
usage rights require it.
Channel Examples
Caption: Swiss 721 Regular // Uppercase // 30 Tracking // Auto Leading // Center Justified // No Punctuation
THE RITZ-CARLTON, BALI, NUSA DUA, BALI, INDONESIA
= 1x
Event Activations
CAPTION and Merchandise
PLACEMENT
The ideal caption
placement is over the
lower center of an Partnership
image. CAPTION CAPTION CAPTION Guidelines
= 1x
OK Ideal OK
Inquiries
and Resources
Our
Brand

Step Three: CTA Logo Lockup Travel Program
Details
1 Frame
Design Elements

Copy
3 CTA Logo Lockup
2 Copy Choosing and framing the

Photography
CTA logo lockup in the
branding area creates a clear
call to how the reader can
experience Marriott Bonvoy.
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
3 CTA Logo Lockup Our
Brand
Placement and Scale

Refer to pages 34–36 for all CTA logo lockup options. Travel Program
Details
Design Elements
Wherever You’re Dreaming of, Access the Extraordinary,
We Know Just The Place. Everywhere You Want to Go.
30 Hotel Brands. Endless Experiences. 30 Hotel Brands. Endless Experiences.
PLACING A
PROMINENT CTA
Copy
LOGO LOCKUP Where Can We Take You?
Image Area
The branding area occupies
the latter one-fourth of any
composition.
CTA logo lockups should Photography

be centered in the branding Where Can We Take You?
area and take up no more

than half its width, no matter DISCOVER. BOOK. BE REWARDED.
the orientation. The minimum Where Can We Take You?

scale of the logo lockup is
three-eighths the width of the Creative
branding area. Development
This creates balance and

gives the logo lockup
Image Area Branding Area
Branding Area
appropriate prominence. Where Can We Take You?
DISCOVER. BOOK. BE REWARDED. Channel Examples
w States. Explore Explore New States. Or States of Mind. » BOOK NOW with
Mind. New States.
ands.
Or States Event Activations
of Mind. and Merchandise
iences.
30 Hotel Brands.
Endless Experiences. » BO O K NO W wit h
Explore New States.Image Area Branding Area
Or States of Mind.
30 Hotel Brands. Partnership
Endless Experiences. Guidelines
Inquiries
and Resources
Our
Brand

Step Four: Path Connector Travel Program
Details
1 Frame
Design Elements

Copy
3 CTA Logo Lockup
2 Copy Photography
Creative
Development
Channel Examples
Event Activations
4 Path Connector and Merchandise
A more expressive and prominent

connector always leads the reader
to the Marriott Bonvoy tagline Partnership
and call to action. Guidelines
Inquiries
and Resources
4 Path Connector Our
Brand
Placement
Refer to pages 41–42 for scale of the path connector. Travel Program
Details
Wherever You’re Dreaming Of, Design Elements

We Know Just The Place. Access the Extraordinary,
Copy
Image Area
PLACEMENT
OF THE PATH DISCOVER. BOOK. BE REWARDED.
CONNECTOR
The aperture portion of the Photography
path connector should
always be center-bottom
justified or center-left justified

with the lockup. Where Can We Take You?
Creative
Development
Image Area Branding Area
Branding Area
DISCOVER. BOOK. BE REWARDED. Channel Examples
w States. Explore Explore New States. Or States of Mind. » BOOK NOW with
Mind. New States.
ands.
Or States Event Activations
of Mind. and Merchandise
iences.
30 Hotel Brands.
Explore New States.Image Area Branding Area
Or States of Mind.
30 Hotel Brands. Partnership
Endless Experiences. Guidelines
Inquiries
and Resources
Brand
Cropping Horizontally
Travel Program
Details
Design Elements
Access the Extraordinary,


Copy
We Know Just The Place.
Photography

Where Can We Take You? Creative
Development
CROPPING THE PATH CONNECTOR Where Can We Take You?
Channel Examples
Ensure the two peaks of the path connector always DISCOVER. BOOK. BE REWARDED.
appear. When cropping horizontally, you can choose Crop Area 1

from two areas, with the ideal crop line falling in the
center of each.
Event Activations
and Merchandise
Crop Area 2
Partnership
Guidelines
Inquiries
and Resources
Brand
Cropping Vertically
Travel Program
Details
Explore New States. Explore Explore New

30 Hotel B
Or States of Mind. New States. Design Elements
30 Hotel Brands.
Or States
30 Hotel Brands.
ExploreCopy
New States
Ideal Crop Line
Or States of Mind.
30 Hotel Brands.
Photography
Ideal Crop Line
Creative
Development
Crop Area 1
Channel Examples
Crop Area 2
» BOOK NOW with
CROPPING THE PATH CONNECTOR Event Activations

and Merchandise
Vertical crops can be made in two areas. The ideal crop
line is in the center of each area. Ensure the two peaks of
the path connector always appear.
In instances where the branding area is tight, it is OK to

crop the path connector horizontally as well as vertically. Partnership
Crop Area 1 Crop Area 2 Guidelines
(This example also uses horizontal crop
area 2 from previous page.)
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Channel Examples Photography
Section 7
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Digital Out of Home (DOOH) Photography
and Out of Home (OOH) Creative

Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Get Away From the Everyday.

Oh, So Far Away.
Design Elements
Copy
Photography
Creative
Where Can We Take You? Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
DOOH/OOH
Travel Program
Details

Get Away From the Everyday. We Know Just the Place. Design Elements
Oh, So Far Away. 30 Hotel Brands. Endless Experiences.

Copy
Photography
14 x 48 Feet
Creative
Access the Extraordinary. Development

Channel Examples
DISCOVER. BOOK. BE REWARDED. Event Activations

Bus Shelter and Merchandise
30-Sheet Poster
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Sequential OOH
Travel Program
Details
For custom units, we want to create an Design Elements
OOH and street-level system that is as Copy
flexible as the design system itself.

Photography
Multipanel,
Single Message Spectaculars* Panel Styles Creative
Development
• Multipanel • High-impact placements • Multipanel

Channel Examples
• Single image • Extreme horizontals • Multi-image
• Single message • Station dominations • Multimessage
• Custom sizes • Large panel systems or
Large-format wall scenarios Event Activations
and Merchandise
*This is general guidance. Tier One custom units will
always be treated on a case-by-case basis (pending media
and creative KPIs, specific placements, environment,
foot traffic, drive traffic, etc.).
Partnership
Guidelines
Inquiries
and Resources
Our
Brand

Travel Program
We Know Just the Place. Details
Design Elements

Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Multipanel, Single Message

Travel Program
Details
Design Elements

Copy

Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Digital Display Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Added-Value Media Placement

Travel Program
PAID :01–:03 Details
1920 x 1080
Design Elements

DISCOVER. BOOK. BE REWARDED. DISCOVER. BOOK. BE REWARDED. DISCOVER. BOOK. BE REWARDED.
Copy
Photography
1080 x 1920
Creative
Development
PICTURE PICTURE PICTURE
Where Can We Take You? Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
DISCOVER. BOOK. BE REWARDED. DISCOVER. BOOK. BE REWARDED. DISCOVER. BOOK. BE REWARDED.
Inquiries
and Resources
Our
Brand
Travel Program
Details
Explore New States. Explore Explore New States. Or States of Mind. » BOOK NOW with
Or States Design Elements
30 Hotel Brands.
30 Hotel Brands.
Explore New States.
Or States of Mind.
Copy
30 Hotel Brands.
Endless Experiences. Explore New States. Explore Explore New States. Or States of Mind.
30 Hotel Brands.
Or States
30 Hotel Brands.
Explore New States. Photography
Or States of Mind.
30 Hotel Brands.
Creative
Development
» BOOK NOW with
Channel Examples
» BOOK NOW with
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Static Display Ads

Use when you have high to moderate control of the creative direction. Travel Program
Details
Design Elements
Explore New States. Explore Explore New States. Or States of Mind. » BOOK NOW with
Or States
30 Hotel Brands. Copy

Endless Experiences. of Mind. 728 x 90
30 Hotel Brands.
Explore New States.
Or States of Mind.
Photography
30 Hotel Brands.
Creative
Development
300 x 250
Channel Examples
» BOOK NOW with Event Activations

300 x 50
and Merchandise
Partnership
300 x 600 160 x 600 Guidelines
Inquiries
and Resources
Our
Brand
Static Display Ads (Cont.)

Use when no creative oversight is expected. Travel Program
Details
Design Elements
There’s No One Perfect Journey. » BOOK
There’s No One So We Happily Provide Them All.
B O O K N OW
O W wi
w it h
Perfect Journey.
Perfect Journey. 30 Hotel
30 Hotel Brands.
Brands. Endless
Experiences.
So We
So We Happily
Happily Provide
Provide
Them All. 728 x 90 Copy

Them All.
30 Hotel Brands.
30 Hotel
Endless Brands.
Experiences.
» BOOK
B O O K N OW
O W wi
w it h
Photography
728 x 90
Creative
Summer More.
Summer More Development
Rates
With From
Rates $123.
From $123
Member Rates
Member Rates Across
Across 30
30 Brands
Brands
Channel Examples
SANTA MONICA PROPER PROPER HOTEL, SANTA

HOTEL, CALIFORNIA, USA, MONICA
A MEMBER OF DESIGN HOTELS™
WESTIN,
THE RITZ-CARLTON BACARA, MIAMI
SANTA BARBARA CALIFORNIA, USA
» BOOK N OW wi t h
» BOOK N OW wit h Event Activations
and Merchandise
300 x 250
Partnership
300 x 600 Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details

B O O K N OW
O W wi
w it h
Perfect Journey.
30 Hotel Brands.
Brands. Endless
Experiences.
So We
So We Happily
Happily Provide
Provide Design Elements
Them All.
Them All.
30 Hotel Brands.
30 Hotel
Endless Brands.
Experiences.
» BOOK
B O O K N OW
O W wi
w it h
Copy
B O O K N OW
O W wi
w it h
Perfect Journey.
30 Hotel Brands.
Brands. Endless
Experiences.
So We Happily Provide
So We Happily Provide
Them All.
Them All.
30 Hotel Brands.
Summer More.
Summer More 30 Hotel
Endless Brands.
Experiences.
Endless Experiences. Photography
Rates
With From
Rates $123.
From $123 » BOOK
B O O K N OW
O W wi
w it h
Member Rates
Member Rates Across
Across 30
30 Brands
Brands

USA, MONICA
Creative
Summer More.
More
HOTEL, CALIFORNIA, A MEMBER OF DESIGN HOTELS™
Summer Development
WESTIN,
Rates
With From
Rates $123.
From $123
Member Rates
Member Rates Across
Across 30
30 Brands
Brands
» BOOK NOW wi t h
» BOOK NOW wi th

HOTEL, CALIFORNIA, USA, MONICA
A MEMBER OF DESIGN HOTELS™
WESTIN,
Channel Examples
» BOOK NOW with
» BOOK N OW wi t h
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Animated Banners
Travel Program
HEAVY KB WEIGHT Details
300 x 250
Explore New States. Design Elements

Or States of Mind.
Copy
Photography
Creative
Development
Explore New States. Explore New States. Explore New States. Explore New States.
Or States of Mind. Or
Or States
States Of
of Mind.
Mind. Or States of Mind. Or States of Mind.
30 Hotel Brands. Extraordinary30Destinations
Hotel Brands.
and Experiences. 30 Hotel Brands. 30 Hotel Brands.
Endless Experiences. Endless Experiences. Endless Experiences. Endless Experiences.
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Animated Banners (Cont.)

Travel Program
Details
STANDARD/RESTRICTED
FILE SIZE
300 x 250
Design Elements
Explore New States. Explore New States. Explore New States. Explore New States.
Or States of Mind. Or States of Mind. Or States of Mind. Or States of Mind.
30 Hotel Brands. 30 Hotel Brands. 30 Hotel Brands. 30 Hotel Brands.
Endless Experiences. Endless Experiences. Endless Experiences. Endless Experiences.
Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Social
Photography
Social platforms and specific units (organic and paid) are ever-changing. Communications and
content should always follow media and specific platform recommendations and best practices.
See the Marriott Bonvoy Social Playbook for guidelines on creating social assets.
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Social Examples
Design treatment on these examples is for use in social channels only. Travel Program
Details
INSTAGRAM STORY
1080 x 1920
Design Elements
Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Social Examples (Cont.)

Design treatment on these examples is for use in social channels only. Travel Program
Details
INSTAGRAM STORY FACEBOOK STATIC POST TWITTER STATIC POST
1080 x 1920 1080 x 1080 1024 x 512

Design Elements
Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Email
Photography
Refer to the Email Template Guide when designing emails.
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Email Examples
Travel Program
Member Account Update Quarterly Promotion Welcome Series Tier Achievement Details
Design Elements
Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Print Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Magazine Ad — Single Page

Travel Program
Details
Design Elements
Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Magazine Ad — Spread
Travel Program
Details
Design Elements
Copy
Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Radio and Streaming Audio Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Radio and Streaming Audio

Travel Program
Details
Use audio as an opportunity to bring the voice of hospitality to life.
Reject the typical conventions of radio ads: wall-to-wall voiceover, loud and jarring reads,
bombastic sound effects and music. Design Elements
Our audio communications should be warm and inviting, as if spoken by a Marriott Bonvoy associate.
Whenever possible, use context and targeting to tailor the message. For example, if the spot will air
on Spotify during a wellness podcast, use calm tones to highlight spa offerings. If it will play when Copy
someone is listening to a party playlist, match the tone to highlight nights out and urban escapes.
Photography
When speaking from the Marriott Bonvoy master brand,
each spot should close with:
“It would be our pleasure to ask, Creative

Development
Where can we take you?” Channel Examples
When speaking from a hotel brand, each spot should close with:
Event Activations
“Go there with Marriott Bonvoy.”

and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Event Activations and Merchandise Photography
Section 8
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Event Activations Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Event Activations
Design graphics and giveaways for event activation to align with the Marriott Bonvoy value proposition. Travel Program
Details
Design Elements
Provide Access Offer Recognition Facilitate Connection Copy
Members get exclusive access to unforgettable Members are recognized and rewarded in Members can connect with the people,
experiences. more ways than ever. experiences, and places they love worldwide. Photography
Creative
Development
DESIGN CONSIDERATIONS Channel Examples

Use brand elements in the graphics, but also leverage hotel and destination
photography to reinforce the value proposition.
A photo paired with a headline is a great way to convery a message quickly.
The path connector should be locked up with the Marriott Bonvoy logo or CTA logo. Event Activations
and Merchandise
Use headlines that easily convey your message and are easy to read.
Headlines and images should complement one another. Strive to use both in a way
that enhances their meaning together.
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Merchandise Photography
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Gifts and customization should be developed with consideration of what type of Travel Program
Details
merchandise is selected, how branding is applied, and how the merchandise is presented.
Selection of merchandise should reflect the brand personality (inspiring, authentic, and
confident) and underscore the perception of Marriott Bonvoy as the leading choice for
today’s next-generation and elite travelers. Design Elements
The focus should be on travel and Copy
what travelers might need on their journeys.

Photography
Home In Transit Hotel Destination

Creative
Development
• Suitcase • Headphones • Device chargers • Camera

• Carry-on bag • Passport holder • Tea/coffee • Journal
Channel Examples
• Backpack • Ticket holder • Sandals • Compass
• Luggage tag • Sleep mask • Robe • Water bottle
• Checklist • Self-care pack • Workout wear • Backpack
• Portable charger • Razor • Go bag Event Activations
and Merchandise
• E-reader
• Tablet
• Inflatable pillow
Partnership
• Blanket Guidelines
Inquiries
and Resources
Our
Brand
Applying the Brand

Travel Program
Details
As the order volume of the product decreases, the prominence of the logo also decreases.
Make sure the logo placement doesn’t feel forced and fits with the form and function of the product.
Applying the Brand — Logo Examples Design Elements
Copy
Photography
Creative
Development
Channel Examples
High Volume Medium Volume Low Volume
The logo can be applied in a prominent way for a high For medium volume products the scale of the logo should In the application of the logo on a low volume product
volume product such as a water bottle. The horizontal be minimal but still apparent. Because this product is fabric the logo should should have low prominence. In this case, the
The logo can be applied in a prominent way for For medium-volume products, the scale of the For a low-volume product, the
version of the logo was used because it fit the shape of the the logo is treated as a tag. best placement of the logo was on the inside of the bag and
a high-volume product, such as a water bottle. In Marriott Bonvoy wordmark should be minimal but Marriott Bonvoy logo should have low
water bottle best. treated as a tag.
this example, the Marriott Bonvoy wordmark is the still apparent. Because this product is fabric, the prominence. In this case, the best placement
best fit for the product’s shape. wordmark is on a tag. of the logo is on a tag inside the bag. Event Activations
and Merchandise
Marriott – Merchandise Presentation 24
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Applying the Brand

Travel Program
Details
Color and typography can be used in place of a logo to convey the brand. These elements should be used as an accent.
Visit the MGS page to purchase brand-approved Marriott Bonvoy merchandise.
Design Elements
Low Tier Applying the Brand — Color Examples
— Gift Bags
— Portable Charger
— Post-It Notes
— Notebooks Copy
— Swell Water Bottle
— Card Wallets
— Pop Sockets
— Pens
Curated Gift — "Bonvoy Bag"
Photography
Applying the Brand — Color Examples Creative

Carry-On Cocktail Kit MB Embossed Water Bottle
Development

Generally, on high volume products the logo should 18 above color was applied to the whole object.
In the example The application of color in the example above illustrates how
accompany the use of color. In the example above, the The logo is included in this example, but only on the case of color can be used as an accent color on low volume products. It
color was applied to only the strap. the speaker. is important to note that this works well because the product is
white and there are no other colors outside the brand assets on Channel Examples
the product.

Tile x Away
Event Activations
and Merchandise
Partnership
Away Carry-On Suitcase Fuji Instax Personalized Travel Journals Guidelines
High Volume
Marriott – Merchandise Presentation
Medium Volume Low Volume
18
Generally, on high volume products the logo should In the example above color was applied to the whole object. The application of color in the example above illustrates how
Marriott –the
accompany Swag
usePresentation
of color. In the example above, the The logo is included in this example, but only on the case of color can be used as an accent color on17 low volume products. It
color was applied to only the strap. the speaker. is important to note that this works well because the product is
white and there are no other colors outside the brand assets on
the product. Inquiries
and Resources
Our
Brand
Brand Application Don’ts

Travel Program
Details
Design Elements
Copy
Photography
Creative
Development
Channel Examples
In-Hotel Amenities Transportation and Parking

Don’t apply Marriott Bonvoy branding to any in-hotel products for which Don’t apply Marriott Bonvoy branding to any vehicles, signage, charging stations, or Event Activations
there is no established brand partnership. anything else related to transportation. These elements should all feature hotel branding. and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Partnership Guidelines Photography
Section 9
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Our Partners
and Sponsors Photography
Marriott Bonvoy collaborates with many official partners and

sponsors. This section describes how to lock up a partner Creative
logo alongside the Marriott Bonvoy logo. Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Partner Logo Lockup

The logo lockup is the preferred lockup for all Marriott Bonvoy communications and activations that feature a partnership. Travel Program
Details
Maximize either the width or height of the HORIZONTAL Design Elements

Marriott Bonvoy logo within the designated
0.5x
0.5x
space. Align the logo to the divider line, and ORIENTATION
then center the logo in the remaining space.
The logo lockup may be reversed. The

0.5x
one-color logo is available for special Copy
applications, such as one-color imprints. 1x
Make sure the logos always strike a visual 0.5x

balance with a comfortable clear space,
which may require slight adjustments
to the sizing of some partner logos. Official Sponsor of the NCAA Official Sponsor of the NCAA Photography
Never alter the Marriott Bonvoy logo or

wordmark in any way. Official Sponsor of the NCAA Official Sponsor of the NC
Creative
Development
TRADEMARK RULES VERTICAL

ORIENTATION
Use the primary logo without the trademark
symbol (®) when the logo is smaller than 1x
32 px or less than 0.25 inches tall. Never use Channel Examples
the primary logo smaller than 16 px or less
than 0.125 inches tall. Individual partner logo 0.5x
restrictions may apply. 0.5x
EXTRA-LARGE USE Event Activations

and Merchandise
When the primary logo is taller than three
inches, such as in large installations, make 2x
the trademark symbol (®) 1/32x.
Official Sponsor of the NCAA Official Sponsor of the NCAA
Partnership
Official Sponsor of the NCAA Official Sponsor of the NCAA Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Inquiries and Resources Photography
Section 10
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Travel Program
Details
Design Elements
Copy
Contact Photography
Send questions and materials for review to the creative inbox:

marriottbonvoycreativereview@marriott.com.
Creative
Development
Channel Examples
Event Activations
and Merchandise
Partnership
Guidelines
Inquiries
and Resources
Our
Brand
Marriott Bonvoy Identity Resources

GUIDELINES ASSETS Travel Program
Details
Marriott Bonvoy Logo (TM)
Style Guide
Marriott Bonvoy Affiliation Guidelines
Design Elements
Marriott Bonvoy Logo (®)
September 2022
Version 10
In-Country: Verify approval to use the registered

version with the Marriott Bonvoy Brand team.
Copy
Marriott Bonvoy Style Guide Marriott Bonvoy Affiliation Digital Merchandising Digital Design System
Guidelines Experience Guidelines Guidelines Marriott Bonvoy CTA Logo Lockups
Marriott Bonvoy Fonts Photography
Member Acquisition
Value Proposition Toolkit
Social Media One- or Two-Line April 2022
Intro/Outro Animation
Headline
Playbook Month XX, 2022
Creative
Development
COURTYARD AL BARSHA, DUBAI, UAE

THE ST. REGIS VENICE, ITALY
Marriott Bonvoy Merchandise
Email Template Guide Social Media Guidelines PowerPoint Template Member Acquisition
Value Proposition Toolkit Send brand questions and files for creative Channel Examples
reviews to:
MarriottBonvoyCreativeReview@marriott.com
Event Activations
Coming soon and Merchandise
Third Party Site, Off-Platform Contact for on-property questions:

Digital Style
VERSION 1-2 MarriottBonvoyCreativeReview@marriott.com
Partnership
Notes Guidelines
Third-Party Site, Off-Platform Portfolio Marketing On-Property Collateral Guide
If you need to build off platform, we created this guide that is tied closely to the new
branding; if you are working with .com, please follow their guidelines found here.
All Marriott Bonvoy ® sites must comlply with WCAG 2.1 level AA accessibility standard. You
can use WebAIM Contrast Checker to conﬁrm your text is compliant.
Digital Style Guide

Please refer to the global Marriott Bonvoy Style Guide for photography and copy guidelines.
Messaging Guide
Inquiries
and Resources

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Section 1 Section 4 Section 6 Section 9

Welcome to the Next Leg of Copy

the Marriott Bonvoy Journey

Our Brand Photography

Our Name Copy

Comes from “bon voyage,”

Evokes travel and exploration. Photography

Embraces and elevates the portfolio by

Takes loyalty in a fresh direction.

Is rich with narrative potential.

Our Wherever you go, wherever you stay,

The Art of Modern Hospitality

Rational Extraordinary Inspiring Modern Unparalleled

Values Guest-Obsessed Inventive yet Familiar Open to All

Our Belief Travel Program

Wherever you go, wherever you stay, Design Elements

you deserve to experience the joy of good travel.

Our Promise Photography

What We Do The Art of Modern Hospitality. Creative

An invitation for travelers to

thoughtful conveniences that and Merchandise

enrich every step of the journey. Where and When

Extraordinary Inspiring Modern Unparalleled

Inspired Cared For Confident Valued

Guest-Obsessed Inventive yet Familiar Open to All

Brand Personality Design Elements

Marriott Bonvoy Is: Copy

Personal but not Casual.

Inviting but not Eager.

Confident but not Arrogant.

Next-Generation Experience Seekers Elite Travelers Details

Live to Explore Work to Play

Marriott Bonvoy Gives Marriott Bonvoy Takes Them Event Activations

Them Access to: From Work to Play With:

An extensive global portfolio An easy-to-use, intuitive account

This is our master brand tagline. It is the consumer-facing Photography

“Where Can We Take You?™” represents an invitation

Travel Program Details Photography

Status and Benefits

MARRIOTT BONVOY MARRIOTT BONVOY MARRIOTT BONVOY MARRIOTT BONVOY

See pages 65–66 for brand bar usage and variations.

Design Elements Photography

Primary Palette and Proportions

White amplifies the hints of Bonvoy

PRIMARY STATUS LEVELS

Bonvoy Coral is at the heart of our

Medium Coral Bonvoy White Medium Gray Channel Examples

Print Palette Breakdowns

• Bonvoy Coral and Bonvoy Black can be converted to CMYK if necessary.

Paper Selection and Ink Density

• Secondary paper: McCoy Silk.

PLATINUM ELITE TITANIUM ELITE AMBASSADOR ELITE Event Activations

• The path connector should be printed as PMS 170 C whenever possible;

Digital Palette Breakdowns

PRIMARY BACKGROUND TEXT

With black #1C1C1C text Text links

BLUE YELLOW GRAPHICS BUTTONS Creative

• The path connector should be printed as PMS 170 C whenever possible;