The perfect trip doesn t just happen. It takes an intricate network of travel buyers and sellers, and a host of others, all working together.

Transcription

1 BRANDBOOK

2 WELCOME TO SABRE BRAND The perfect trip doesn t just happen. It takes an intricate network of travel buyers and sellers, and a host of others, all working together. In this complex travel ecosystem, Sabre plays a critical role, touching almost every stage of a trip. The Sabre brand is a valuable asset, reflective of this crucial function, and is designed to inspire confidence in the technology, expertise and power to transform the travel experience that Sabre brings to the industry. This book is designed to help you fully understand and properly apply the key elements of the Sabre brand. There are five design elements that have been chosen to create a proprietary and unique visual system. Within this book, you ll find more detailed instruction on how they should be utilized. 1. Sabre Logo 2. Roboto Font 3. Sabre Colors 4. Design Elements THE BEACON DISTINCTIVE PHOTOGRAPHY TECH WEB 5. Icons

3 SABRE LOGO Our logo is the most visible element of our identity. So please treat it nicely.

4 SABRE LOGO ROBOTO FONT SABRE COLORS DESIGN ELEMENTS ICONS CLEARSPACE Clearspace is the minimum prescribed space around the logo. A measure of X is equal to the cap-height of the S in the Sabre logo, regardless of size. To determine the protected area, apply X in all directions leading away from the outermost points of the logo. PLEASE DO NOT Modify the shape of the logo. Use an unauthorized color on any part of the logo. Outline any part of the logo. Recreate the logotype. Use the logo as text, in a sentence or headline. Angle or distort the logo. Use the logo on backgrounds, which can hinder its legibility. Create any unauthorized logo locks-ups with text or symbols. COLOR AND PLACEMENT When choosing the color of the logo, the preferred options are: INCORRECT AND DISCONTINUED LOGOS ALWAYS REPRODUCE THE SABRE LOGO FROM THE ELECTRONIC ARTWORK. No alteration to the logo, other than sizing, should ever be made. This includes any manipulation of the color, style, proportions or spacing of the letterforms.

5 ROBOTO FONT Roboto font is modern, approachable, functional and versatile.

6 SABRE LOGO ROBOTO FONT SABRE COLORS DESIGN ELEMENTS ICONS ROBOTO FONT For product and marketing. Typography is an important aspect of our brand identity. Below are preferences for usage to ensure all of our communications are consistent and clear. The Roboto font family is our standard typeface for all design. It is a simple, clean font suitable for Sabre products and marketing. Roboto supports 16 weights as well as advanced typographic features such as small caps, ligatures and lowercase numerals. Roboto currently covers most scripts based on Latin, Cyrillic and Greek alphabets. While there is wide range of weights, we primarily use Roboto Light, Roboto Regular, Roboto Slab Light and as a secondary Roboto Condense Bold. Aa ROBOTO REGULAR Aa ROBOTO SLAB LIGHT PRIMARY BODY TEXT: Roboto Regular Roboto Light SECONDARY HEADLINE OR DISPLAY: Roboto Condense Roboto Condense Bold PRIMARY HEADLINE: Roboto Slab Regular Roboto Slab Light Roboto Slab Thin NOTO FONT For character-based languages Noto fonts are intended to be visually harmonious across multiple languages, with compatible heights and stroke thicknesses, and serve as a perfect companion to our Roboto font. Noto comprehensively covers Simplified Chinese, Traditional Chinese, Japanese and Korean. It supports regional variants of ideographic characters for each of the four languages. In addition, it supports Japanese kana, vertical forms, and variant characters (itaiji), and it supports Korean hangeul, both contemporary and archaic.

7 SABRE COLORS Our color palette is composed of primary and secondary colors that can be used for screen or print. Colors have been thoughtfully chosen to work harmoniously together.

8 SABRE LOGO ROBOTO FONT SABRE COLORS DESIGN ELEMENTS ICONS PRIMARY PALETTE: Sabre red is as our distinctive brand color. Your projects should always judiciously incorporate this red. Often, it is used to highlight our unique and/or competitive advantages. Ninety percent of your color choices should come from the primary color palette. When making color selections, consider the addition of black, white and grey to serve as foundational colors that allow the red to shine. USAGE Red is visually powerful and commands the viewer s immediate attention. Utilize this power with purpose. Our brand practice is to allow the Sabre logo to represent the red in the layout; additional uses of that color should be intentional to highlight other key Sabre touch points or areas of differentiation.

9 SABRE LOGO ROBOTO FONT SABRE COLORS DESIGN ELEMENTS ICONS SECONDARY PALETTE: Our secondary palette may be used in ten percent of your layout. This palette is comprised of fresh, scientifically chosen colors that can complement and balance our Sabre red. Use these colors to fill in the spectrum; USAGE Consider the tone of the project when utilizing the secondary colors. The use of too many bright colors can dilute the visual impact of our red. They should be used sparingly for visual variance and to inject interest in the layout.

10 SABRE VISUAL ELEMENTS Each element has been chosen to best exemplify important attributes and visually define the Sabre brand. These elements can work together or independently. As appropriate, they should be included to support communications and build brand recognition. These three elements are: 1. THE BEACON 2. DISTINCTIVE PHOTOGRAPHY 3. TECH WEB

11 SABRE LOGO ROBOTO FONT SABRE COLORS DESIGN ELEMENTS ICONS THE BEACON A proprietary graphic that is recognizable, focused and forward looking. The beacon is a proprietary graphic element, derived from our logo. This logo is a symbol of the foundational technology for which Sabre is known, always pointing customers and the industry in the right direction. The beacon provides an engaging and energetic graphic that is both a versatile and vital visual element. Scaled, cut, colored, outlined or overlaid, it may be used on its own or with the other elements. The beacon is the negative space from our Sabre logo

12 SABRE LOGO ROBOTO FONT SABRE COLORS DESIGN ELEMENTS ICONS USAGE Can house an image, color, graphics or type Can be cropped or used to define negative space in layout Can appear in the primary palette colors and shades Can be animated in video Do not reverse or have beacon appear backwards Do not stand vertically as a whole and point upwards or downwards EXAMPLES Sample use of beacon in presentations: Sample use of beacon in campaign or printed material: Sample use of beacon in digital assets:

13 SABRE LOGO ROBOTO FONT SABRE COLORS DESIGN ELEMENTS ICONS DISTINCTIVE PHOTOGRAPHY Because words alone cannot describe Sabre. Photography is the most emotionally resonant component of our design elements. It is the avenue through which distinctive Sabre brand attributes are displayed, such as in-the-moment travel experiences, the vital role of technology, and the global connections that we help foster. While we often need to rely on stock photos, these photos should represent authentic, relatable moments. THEMES: Global representation of diverse person/people or person positively engaged with others or a technology device Candid travel moments with soft focus and inviting scenes Sincere, un-posed people, close crops, long vanishing points or varied perspectives Soft focus, -20% desaturation, cool tones, eased vignettes. EXAMPLES YES: Candid travel or office with soft focus YES: Ethnically diverse, positively engaged with technology NO: unrelatable or magical representation of technology NO: touristy and posed

14 SABRE LOGO ROBOTO FONT SABRE COLORS DESIGN ELEMENTS ICONS THE TECH WEB A perspective web graphic appears with or without round nodes. Sabre tech web illustrates our expert management of complex and vital technology. It also symbolizes the connections and interconnections that our technology provides. The tech web can be used as an overlay to visually indicate our technology in action or as an underlay to show how our technology supports the industry. USAGE Can be scaled and cropped Can be used over or behind an image Can appear as a transparency Can appear in any color from the primary or secondary Sabre palette Can be minimally altered to accommodate layouts while still maintaining graphic integrity Do not distort through stretching or compressing Partial tech web Full background tech web

15 SABRE LOGO ROBOTO FONT SABRE COLORS DESIGN ELEMENTS ICONS EXAMPLES The tech web is best used as a background texture or corner element. GOVERNMENT TECHNOLOGY FOCUSED ON TRAVELER SECURITY, DATA SECURITY & COST MANAGEMENT

16 SABRE ICONS Our iconography serves as a common visual language and help to bridge language gaps.

17 SABRE LOGO ROBOTO FONT SABRE COLORS DESIGN ELEMENTS ICONS ICONS Icons serve as a common visual language and bridge language gaps. Because they re instantanly recognizable, they are perfect for use in digital works, PowerPoint presentations and marketing communications. Sabre icons are designed for maximum flexibility and ease of use. Our single-stroke images are easily decoded and can add a quick visual reference to your materials. USAGE Beware of using too many icons in a single context. Icons are most effective when they improve visual interest and grab the reader s attention. They can be helpful if you want to assist with page navigation or break up text blocks. Too many icons, however, become nothing more than decoration. Our single-stroke icons are provided in red, black or white, or incorporated onto red circles. This last approach is commonly used in Sabre web communications and collateral. It is acceptable to reverse icons on colored shapes from the secondary color palette. REQUESTING A VARIANCE Our icon set contains 550+ options. If you cannot find an icon that suits your need, you may submit a request to the Sabre Creative Services Team for custom artwork.

18 This document was created by the Sabre Brand team. It reflects our passion for our company, the art of design and the enduring promise of a strong brand. 2016, Sabre Inc. All rights reserved.