Design Standards V.3. Expedia, Inc. Design Standards February 2014 Version 3.0

Transcription

1 Design Standards V.3 Expedia, Inc. Design Standards February 2014 Version 3.0

2 02 Brand Introduction Brand Introduction 03 What the Expedia, Inc. Brand Represents Expedia, Inc. is the world s largest travel company, with an extensive brand portfolio that includes some of the world s leading online travel brands. Our mission is to revolutionize travel through the power of technology. Our portfolio of brands includes: Expedia.com, Hotels.com, Expedia Affiliate Network, Egencia, Hotwire, elong, Venere.com, trivago, Expedia Local Expert, Classic Vacations and Expedia CruiseShipCenters. The company delivers value in leisure and business travel, drives incremental demand and direct bookings to travel suppliers, and provides advertisers the opportunity to reach a highly valuable audience of in-market travel consumers through Expedia Media Solutions. For corporate and industry news and views, visit us at or follow us on Why Design Standards Are Important The Expedia, Inc. identity is an important part of how our brand is perceived by partners, investors, consumers, and employees. This identity also impacts the perception of the premier brands we own and operate. A consistent approach to all communications reinforces the themes of local expertise, customer reach, premier brands, and world-class technology that supports our brand promise of connecting partners to the world s largest travel marketplace. These Design Standards provide guidelines that help ensure the Expedia, Inc. brand identity is presented in the most cohesive and consistent manner possible. Staying Current The Design Standards will be updated periodically. For the most current version contact Mallory Seubert at [email protected].

3 04 Logo Architecture Logo Architecture 05 The Identity Architecture Signature Structure x x 1/2 Clear Space The Expedia, Inc. signature is the default form and should be used for all materials created in the United States. For international logo use, please see page 7. Each signature is made up two components: the logo (the E), the logotype. The signature is the most important element of the Expedia, Inc. identity system. It is important to apply it properly and consistently across all media to maintain a unified brand image. x width of x = x x To ensure high visibility and an uncluttered presentation, always maintain clear space around the signature. Determine each signature s clear space by measuring the width of the x in the Expedia logotype. An area equal to the distance x should be kept clear around the left and top sides of the signature. The clear space on the right side should equal one and a half the width of the x. Remember, the width of x will increase or decrease in proportion to the size of the signature Minimum Size Minimum print size.75" It s important that people can easily read all parts of the signature in your application. It should not be reproduced at sizes smaller than the specified minimum width. There is no maximum size limitation, as long as all clear space requirements are met. Minimum web size 150 px The minimum size for reproduction in print is.75" and the minimum size for web is 150 pixels.

4 06 Logo Usage Logo Usage 07 Correct Signature Usage The Expedia, Inc. signature can be used in the configurations shown above. Use the guidelines below to help you choose the best signature for your application. Never use the or symbol with the US version of the logo shown below. In addition, users should refer to the legal usage guidelines appearing on page 10. US and International Usage of Corporate Signature There are two versions of the corporate signature available depending on the country in which the logo is being used. For questions regarding logo and trademark usage within a specific country, please [email protected]. Full-color logo Black & white logo Knocked out logo on solid, contrasting color Color Signature One-Color Black One-Color Reversed United States Logo International Logo The color signature is the preferred signature. Use it whenever possible. The color can be rendered in either spot or CMYK color, depending on application. If a color background is used, make sure there is enough contrast in value to maintain legibility. (See page 15 for additional color guidelines) Where impractical to use the twocolor signature on white or light backgrounds, use the one-color version in black. For black or dark backgrounds, use the reversed version of the signature. When using the corporate signature in the United States, use the logo with the "inc." The inc. logo should never be followed by a symbol. When using the corporate signature outside the United States, use the logo without the "inc."." This logo should always be followed by a symbol in the upper right hand corner, as shown above.

5 08 Logo Usage Logo Usage 09 Incorrect Use of the Signature Correct, consistent use of the Expedia Inc signature is key to maintaining the integrity of the brand. Do not alter, distort, or adjust the logo or logotype elements. Never manually type the Expedia name or add a division title. Use the provided signature digital artwork only. Legal department Do not re-create the signature. Use the approved artwork. Mark should never be separated from the logotype Do not use the JPEG and GIF formats for print applications, these versions have been optimized for online applications. Avoid using the signature over gradated backgrounds or colors where there is insufficient contrast to maintain legibility. Avoid using the signature over gradated backgrounds or colors where there is insufficient contrast to maintain legibility. The group name should never be changed or rephrased. The Partner Services Group is the only division authorized to use its name as part of the signature. expedia inc. Do not alter the typeface of the logotype. Do not alter the positioning of the logo elements. Do not alter the proportions of the logo. Do not use the "expedia inc." logo type without the Expedia "E" brand logo mark Do not reverse the colors within the logo or use any other brand colors for the Expedia, Inc. logo.

6 10 Legal Usage Legal Usage 11 Legal Usage The Expedia and Expedia, Inc. signature logos, like other Expedia company trademarks, represents the valuable goodwill of the Expedia companies. It is imperative that usage of our marks is consistent. We therefore expect that all users of these logos will abide by the following usage rules.. 1. Use of the Expedia and Expedia, Inc. Signature Logos is Governed by Express Written License. Any third party that is not an Expedia, Inc. entity should not use the Expedia logo without first obtaining a license from Expedia. Requests for a license to use any Expedia company trademark or logo should be sent to [email protected]. 2. Use in Advertisements. Any advertisement or promotion that includes any Expedia company trademark logo must go through legal review. Requests to review such promotions, including any co-promotion, co-branding or any advertising, should be directed to [email protected]. 3. Use Expedia Company Trademarks and Logos According to Written Rules and Standards. Use of Expedia company trademarks and logos must be in compliance with these Legal Usage Guidelines and in compliance with any graphic standards, including the graphic standards set out in this Manual. If you have questions about using the Expedia signature logo or any other Expedia trademark you should contact [email protected]. 4. Use of the or TM Symbol Next to the Expedia and Expedia, Inc. Signature Logos. The Expedia and the Expedia, Inc. signature the symbol. Never use a symbol next to the Expedia, Inc. Signature logo. However, the inter - national Expedia logo, and the Expedia portion of the Expedia Lodging Partner Services signature logo should be followed by a symbol. The symbol should not be used with any of these logos. 5. Do Not Alter Any of the Artwork that Comprises the Expedia and Expedia, Inc. Signature logos. The Expedia signature logo must never be altered and must be reproduced from the Expedia supplied -art work and according to the graphic standards set out in this Manual. Be sure to preserve the spacing around the logo and don t use it so that it appears to be part of another trademark, brand name or any other word or text. 6. General Trademark Notice: When using the company marks on a document, in any advertising or promotion or on any website, the disclosure below should appear, tailored depending on which trademarks are being used in the document. In general, this disclosure should be no smaller than 5pt type. " Expedia and the Expedia signature logo are a trademarks or registered trademarks of Expedia, Inc. [If appropriate, identify other marks owned by other Expedia, Inc. companies] Other trademarks, logos or product and company names mentioned herein may be the property of their respective owners. Except as may be expressly set forth in this document, no association, affiliation, or endorsement of any third party products or services is either intended or implied." 7. Copyright Notice: Display this notice at the bottom of creative: 2014 Expedia, Inc. All rights reserved. [If used on web page, add: Expedia, Inc. is not responsible for content on external websites.]note, if produc - ing content that is published either in print or online after 2014, update the copyright disclaimer to reflect the year of publication. 8. CST Number: This number should be displayed on all ads/press releases that could be viewed in California. This number can be added to the end of the Copyright/Trademark Notice shown above. CST #