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How we
look.
Brand
Guidelines
VERSION 1.0
August 2015
2 | BRAND GUIDELINES
YOU NEVER GET A
SECOND CHANCE
TO MAKE A FIRST
IMPRESSION.
Oscar Wilde
BRAND GUIDELINES | 3
This is a guide to the basic
elements that make up
our brand. It will letyou
getto know us better
Contents
04
10
08
06
Logo
EXAMPLES
Typography
Colour
What is a Brand Identity?
A brand identity represents the values,services,ideas and
personality of an organisation. It is designed to increase
recognition and build perceptions of the organisation in
its chosen marketplace.
This brand identity needs to be graphically represented
and usually includes elements such as logos and
supporting graphics, colour palette, typography and
photography choices and can, within its guidelines, use
examples to visualise how a brand should be depicted
across visual media.
Why use these guidelines
TSA needs to manage how its brand is represented
across all visual media in various different situations.
The corporate identity system in this document has
been created to fulfill this purpose and the guidelines
herein explain how to correctly depict and embody our
brand ethos consistently across different applications
and in various markets to maintain the integrity ofTSA.
Rationale | Construction
Spacing around the logo
Application | Family/Variations
Brand Design | Support Graphics
Photographic Style
Internally | Externally produced Material
Primary/Secondary Palette | Application
4 | BRAND GUIDELINES
Our logo isvery precious
to us. We took ourtime
developing our brand
so please be niceto it.
THE LOGO
Rationale
Our logo was developed to be modern
and future-proof. It is a distinctive mark
and brand that seeks to present TSA as a
forward-thinking,professional organisation.
Construction
The bow as a dynamic element is using
our main colour as a gradient, refining a
strong, international approach.
The word mark element is designed
to complement and enhance the logo
graphic. The red dot as graphic element
is essential for further elements in our
corporate design.
The supporting tagline is clean and
minimalist to reinforce our identity as a
quality, professional organisation.
D
A
B
C
A TSA word mark
D TSA taglineB graphic element: red dot
C graphic element: bow
Say hello to everyone in the family.
If you can’t find it here,
we don’t want you to use it.
BRAND GUIDELINES | 5
EXCLUSION ZONE, a little elbow room to help us stand out.
Spacing around the logo
Our logo requires separation from
the other elements around it. The
minimum exclusion zone margin
for all our company logos is roughly
equivalent to the cap height of the
tagline.
It never should be less than that.
cap height of tagline
Wewant to look good
all the time, sotake
timeto consider how
to apply our logo.
Although creativity is appreciated
please do not alter the logo in any way
01 	Please do not rotate the logo.
02 	If you have to...
If it’s unavoidable to place the logo
on a colour or a photo, you can
also use the negative logo.
03 	Relationship
Don´t change the relationship
between height and width
04 	Position
Position of elements can not be changed.
05 	No thanks
Do not add embellishments like
drop-shadows, embossings etc.
06 	Lost
Don´t leave off graphical elements.
If it´s unavoidable, please always
check with Marketing for approval
for exceptional cases.
01
03
02
06
04
05
6 | BRAND GUIDELINES
Our colours define
our brand. We’re bold,
bright and confident.
Simple andtothe point.
Colour Palette // Primary
These are our corporate primary colours for our logo, text,
headers, main graphic elements and all front desk upselling
topics. Lighter tints of these colors are also allowed, but logo and
backgrounds may only be used with a 100% tint.
The corporate colour palette includes besides black and white a
bright red and medium grey theme with supporting tones. Colour
matching standard Pantone® references are included to ensure
accuracy when reproducing the palette.
Also included are the references for CMYK, RGB and HEX Values
for consistency across different media. Where possible, the logo
should be reproduced in the CMYK colour process. Equivalent
colours can be composed using the RGB and HEX references
included when the logo is to used digitally. (e.g. Powerpoint
presentations)
RED
Pantone:	 Coated 485 C
RGB: 	 237, 28, 36
CMYK: 	 100 M, 100Y
HEX: 	 # ED1C24
BLACK
Pantone: 	 Black Coated
RGB: 	 35, 31, 32
CMYK: 	 100 K
HEX: 	 # 231F20
WHITE
Pantone:	N/A
RGB: 	 255, 255, 255
CMYK: 	 0 C, 0 M, 0Y, 0 K
HEX: 	 # FFFFFF
Medium GREY
Pantone:	 Coated 431 C
RGB: 	 97, 110, 116
CMYK: 	 46 C, 36 M, 30Y, 12 K
HEX: 	 # 616E74
100%
100%
100%75%
75%
75%50%
50%
50%25%
25%
25%10%
10%
10%
BRAND GUIDELINES | 7
Colour Palette // Secondary
These are secondary colours for supporting graphics:
Please use violet for restaurant and bar topics,
turquoise for reservations and sales,
olive green for essential selling skills.
VIOLET
Pantone:	 Coated 7663 C
RGB: 	 116, 59, 129
CMYK: 	 65 C, 91 M, 16Y, 3 B
HEX: 	 # 743B81
OLIVE GREEN
Pantone: 	 Coated 7745 C
RGB: 	 163, 164, 43
CMYK: 	 40 C, 25 M, 100Y, 2 B
HEX: 	 # a3a42b
turquoise
Pantone:	 Coated 7474 C
RGB: 	 0, 124, 136
CMYK: 	 87 C, 36 M, 41Y, 7 K
HEX: 	 # 007c88
100%
100%
100%75%
75%
75%50%
50%
50%25%
25%
25%10%
10%
10%
RESERVATIONS
SALES
RESTAURANT
& BAR
ESSENTIAL
SELLING SKILLS
FRONT DESK
UPSELLING
8 | BRAND GUIDELINES
Typography is
the backbone of
design, getting it
right is paramount.
Typography. Typeface.
The corporate typeface is Verdana.Please
use it at all times for internally generated
materials, as Word or Powerpoint Docu-
ments. This will maintain a consistent
and recognisable style for the variety of
communication produced throughout
TSA.
Headline Font: Verdana bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
Aa
Body Copy Font: Verdana regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
Aa
Subheadline | Quotes Font: Verdana italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
Aa
Typography. Style.
In your created publications text should
preferably be set in upper and lower-
case, and justified left. Capitalisation
should never be used for body text, but is
acceptable for headings.
Typography. Size.
Recommended weights and sizes:
Body copy
Verdana regular 	 10 pt
Subheadlines
Verdana italic 	 12 pt
Headlines
Verdana bold 	 16 pt
TSA STANDARD FONT (See examples on page 12 - 13)
BRAND GUIDELINES | 9
Typography.
Simplicity isthe ultimate
form of sophistication.
Typefaces. Print.
Our corporate typefaces are Century Schoolbook and
Gill Sans.This full font families come in a range of weights
to suit a multitude of purposes. It was optimised for print,
web, and mobile interfaces, and has excellent legibility
characteristics in its letterforms.
Typefaces. Online.
When technology allows for it, Century Schoolbook and Gill Sans
should be used in any web applications.
The default fall-back corporate font is Verdana and Times which
should be utilised to ensure acceptable degradation when our
corporate typefaces are unavailable.
Headline Font: Century Schoolbook bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
Aa
Body Copy Fonts: Gill Sans Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
Aa
Subheadline | Quotes Font: Century Schoolbook italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
Aa
Body Copy highlighted: Gill Sans Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
Aa
For externally generated Marketing Materials ONLY:
Leonardo da Vinci
10 | BRAND GUIDELINES
PhotograPHIC STYLE.
CLEAN, CRISP and IN FOCUS.
Photographic Style
As an overall theme for the photographic
style of our brand, we suggest that
photography be contrast black and white,
so as to strengthen a classic, emotive
approach to supporting visuals.
As an alternative, red can be used as a
single colour within the image, creating an
understated look.
All photography used must be of high
quality regardless of whether they are
black and white or colour. Images need
to contain subject matter relevant to our
organisation.
Artistic composition also needs to be
consideredtoavoid‘snapshot’styleimagery.
According to our tagline “performance
solution powered by people” we prefer
photographic material that focus on
people.
Where to find TSA photos
The pictures are posted on Office 365 in
the Marketing folder, if you do not have
access or need help please ask Marketing
directly.
01 	Attention
Please don´t change the relationship
between height and width: Never scale
images disproportionately.
01
BRAND GUIDELINES | 11
SUpport Graphics.
come straighttothe point.
Support Graphics. The red dot.
The red dot as graphic element derived from
the logo are valid for use as stand-alone support
graphics to brand our design style.
Please take a look at our design examples on
page 12 to 16.
Support Graphics. Orientation point.
We do not recommend the use of detailed
illustrations or clip art as support graphics but
rather simple geometric shapes so as not to
detract from other layout elements.
Large, distracting banners and graphics (such as
ribbons and arrows) should not be used as they
only serve to lessen the quality and values of our
brand.
An understanding of the importance of white
space is also crucial in layouts,both in and around
text/images.
+
12 | BRAND GUIDELINES
EXAMPLES.
HOW we look INTERNally.
01 	Partnership in Review
Word document template
02 	Sales presentation
Powerpoint slides
03 	Info sheet
01
0302
People Dashboard
FRONT DESK
UPSELLING
proudly presents:
What can I do with the People Dashboard?
•	Understand	 and	 measure	 upsell	 performance	 against	
	 opportunities
•	Track	primary	segment	performance
•	Understand	potential	development	needs
•	Display	 performance	 of	 top	 five	 agents	 for	 each	 upsell	
	 metric	(upsell	revenue,	upsell	%,	upsell	LOS	and	upsell	average	
	 supplement)
•	 Visually	 understand	 potential	 development	 needs	 according
	 to	 detailed	 metrics	 and	 display	 trend	 charts	 from	 previous	
	 months.
•	Select	a	specific	month	and	observe	past	month	data/trends
	 online.
I do not have the export module, can I still
access the People Dashboard?
Micros	 Fidelio	 only	 allows	 for	 extract	 of	 data	 via	 the	 export	
module.	You	can	check	if	you	have	installed	it	in	your	Opera	
system:	“File	Export	>	General”.
What is it?
The	People	Dashboard	is	the	first	in	a	new	
series	of	dashboards	providing	unique	insight	
into	both	actual	performance	and	missed	opportunities.
The	People	Dashboard	allows	users	to	understand	the	
performance	 of	 a	 hotel’s	 front	 office	 team,	 therefore	
allowing	them	to	measure	and	identify	opportunities	that	
lead	to	increased	upsell	revenues.
?
What are the benefits?
•	 Gain	 valuable	 insight	 into	 the	 upsell	
performance	of	the	team
•	 Identify	 team	 members	 across	 key	 performance	
indicators	to	improve	opportunities
•	Understand	trends:	measure	the	impact	of	initiatives	
and	individual	team	member	development.
+
How do I access it?
The	 People	 Dashboard	 is	 accessed	 through	
myTSAConnect,	 and	 is	 refreshed	 at	 the	
beginning	of	each	month.
Once installed, how soon
can I expect to receive useful
information?
One	 month	 after	 installation,	 the	 dashboard	 will	 be	
able	to	provide	relevant	insights	into	your	last	month´s	
performance	 and	 from	 the	 second	 month	 onward,	
trending	insights	will	become	available.	The	Dashboard	
contains	 long	 term	 trend	 indicators	 which	 require	 at	
least	 three	 months	 of	 data.	 If	 you	 have	 been	 a	 TSA	
partner	long	enough	to	meet	this	requirement,	we	will	
populate	historical	data	so	that	you	can	have	access	to	
these	trend	indicators	immediately.
What is the cost?
TSA	 Solutions	 will	 provide	 the	 new	 People	
Dashboard	as	an	added	value	to	your	current	
investment	model.	Micros	Fidelio	may	charge	a	small	fee	
to	implement	the	additional	file	extract	scripts	required	
to	enable	the	new	dashboard.
Who is eligible?
All	TSA	hotel	partners	running	Micros	Fidelio	
Opera	v5.0.03.01	and	higher.
Technology requirements
The	 People	 Dashboard	 is	 the	 first	 TSA
Dashboard	 that	 takes	 advantage	 of	 an	
expanded	 data	 extraction	 functionality,	 providing	
unparalleled	 insight	 into	 opportunities	 for	 upselling.	
This	 new	 functionality	 is	 available	 for	 hotels	 running	
Opera	 v	 5.0.03.01	 or	 higher	 with	 the	 Opera	 Export	
Module	installed.
Check-­‐in	
  Primary 3,277	
  	
  	
  	
   Upsell	
  Revenue 17,927	
  	
   63%
Catherine	
  Lee 362	
  	
  	
  	
  	
  	
  	
  	
   Grace	
  Jones 3,575	
  	
  	
  	
   20% Dora	
  Ang 4.05% Ralph	
  Davis 8.08	
  	
  	
  	
  	
  	
  	
   Kareema	
  Gaber 510	
  	
  	
  	
  	
  	
  	
  	
  
Andy	
  Romano 306	
  	
  	
  	
  	
  	
  	
  	
   Dora	
  Ang 2,055	
  	
  	
  	
   11% Andy	
  Romano 3.22% Linda	
  Tay 4.82	
  	
  	
  	
  	
  	
  	
   Lawrence	
  Kam 442	
  	
  	
  	
  	
  	
  	
  	
  
Andy	
  Lim 298	
  	
  	
  	
  	
  	
  	
  	
   Andy	
  Romano 1,938	
  	
  	
  	
   11% Grace	
  Jones 2.49% Grace	
  Jones 3.68	
  	
  	
  	
  	
  	
  	
   Grace	
  Jones 229	
  	
  	
  	
  	
  	
  	
  	
  
Stephane	
  Roux 285	
  	
  	
  	
  	
  	
  	
  	
   Ralph	
  Davis 1,938	
  	
  	
  	
   11% Stephane	
  Roux 2.48% Peter	
  Smith 3.40	
  	
  	
  	
  	
  	
  	
   Andy	
  Lim 143	
  	
  	
  	
  	
  	
  	
  	
  
Kareema	
  Gaber 275	
  	
  	
  	
  	
  	
  	
  	
   Kareema	
  Gaber 1,836	
  	
  	
  	
   10% Francis	
  Xavier 1.87% Stephane	
  Roux 2.89	
  	
  	
  	
  	
  	
  	
   Dora	
  Ang 127	
  	
  	
  	
  	
  	
  	
  	
  
172	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   155	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   Prime 944	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   720	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1.65% 1.22% 3.03 2.89 116 105
Jul 3	
  Mths	
  Av Trend C/I Rev % LOS Supp Jul 3	
  Mths	
  Av Trend Jul 3	
  Mths Jul 3	
  Mths Trend Jul 3	
  Mths Trend Jul 3	
  Mths Trend
362	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   274	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
306	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   268	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1,938	
  	
  	
  	
  	
  	
  	
  	
  	
   1,700	
  	
  	
  	
  	
  	
  	
  	
  	
   10.8% 12.4% 3.22% 1.82% 2.67	
  	
  	
  	
  	
  	
  	
   2.67	
  	
  	
  	
  	
  	
  	
   73	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   77	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
298	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   194	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1,377	
  	
  	
  	
  	
  	
  	
  	
  	
   7.7% 1.64% 1.94	
  	
  	
  	
  	
  	
  	
   143	
  	
  	
  	
  	
  	
  	
  	
  
285	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   259	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1,601	
  	
  	
  	
  	
  	
  	
  	
  	
   1,898	
  	
  	
  	
  	
  	
  	
  	
  	
   8.9% 13.9% 2.48% 1.65% 2.90	
  	
  	
  	
  	
  	
  	
   2.95	
  	
  	
  	
  	
  	
  	
   79	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   86	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
275	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   262	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1,836	
  	
  	
  	
  	
  	
  	
  	
  	
   1,757	
  	
  	
  	
  	
  	
  	
  	
  	
   10.2% 12.8% 0.51% 0.89% 2.55	
  	
  	
  	
  	
  	
  	
   2.72	
  	
  	
  	
  	
  	
  	
   510	
  	
  	
  	
  	
  	
  	
  	
   165	
  	
  	
  	
  	
  	
  	
  	
  
258	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   253	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1,938	
  	
  	
  	
  	
  	
  	
  	
  	
   1,672	
  	
  	
  	
  	
  	
  	
  	
  	
   10.8% 12.2% 1.08% 1.27% 8.08	
  	
  	
  	
  	
  	
  	
   3.58	
  	
  	
  	
  	
  	
  	
   85	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   85	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
246	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   243	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   204	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   816	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   1.1% 6.0% 0.28% 0.74% 3.40	
  	
  	
  	
  	
  	
  	
   1.91	
  	
  	
  	
  	
  	
  	
   85	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   136	
  	
  	
  	
  	
  	
  	
  	
  
224	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   207	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   530	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   3.0% 0.62% 1.00	
  	
  	
  	
  	
  	
  	
   442	
  	
  	
  	
  	
  	
  	
  	
  
217	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   158	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   928	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   873	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   5.2% 6.4% 1.55% 1.43% 2.89	
  	
  	
  	
  	
  	
  	
   2.21	
  	
  	
  	
  	
  	
  	
   91	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   101	
  	
  	
  	
  	
  	
  	
  	
  
215	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   251	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   969	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   935	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   5.4% 6.8% 1.87% 0.89% 2.69	
  	
  	
  	
  	
  	
  	
   2.89	
  	
  	
  	
  	
  	
  	
   85	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   83	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
213	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   154	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   867	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   4.8% 0.98% 4.82	
  	
  	
  	
  	
  	
  	
   85	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
161	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   199	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   3,575	
  	
  	
  	
  	
  	
  	
  	
  	
   4,021	
  	
  	
  	
  	
  	
  	
  	
  	
   19.9% 29.4% 2.49% 2.61% 3.68	
  	
  	
  	
  	
  	
  	
   3.07	
  	
  	
  	
  	
  	
  	
   229	
  	
  	
  	
  	
  	
  	
  	
   145	
  	
  	
  	
  	
  	
  	
  	
  
138	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   173	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   2,055	
  	
  	
  	
  	
  	
  	
  	
  	
   11.5% 4.05% 2.87	
  	
  	
  	
  	
  	
  	
   127	
  	
  	
  	
  	
  	
  	
  	
  
21	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   13	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
21	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   30	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
20	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   13	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
16	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
2	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
108	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
   0.6% 0.1% 3.00	
  	
  	
  	
  	
  	
  	
   60	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  Dina	
  Lim
John	
  Brown
Siti	
  Saleh
Clement	
  Macgill
Reiko	
  Ito
Sophie	
  Abbot
Dora	
  Ang
Mohd	
  Kharim
Linda	
  Tay
Grace	
  Jones
Sophie	
  Lim
Francis	
  Xavier
Peter	
  Smith
Lawrence	
  Kam
Kareema	
  Gaber
Ralph	
  Davis
Andy	
  Lim
Stephane	
  Roux
Team	
  Member	
  ID
Catherine	
  Lee
Andy	
  Romano
Upsell	
  Metrics Contribution
9%
8%
Check-­‐in	
  Primary Team	
  Count Ranking	
  -­‐	
  Jul Upsell	
  Revenue
47%
11%
9%
9%
Upsell	
  %	
  Primary Avg	
  Upsell	
  LOS Avg	
  Upsell	
  Supp
Upsell	
  %	
  Primary Avg	
  Upsell	
  LOS Avg	
  Upsell	
  Supp
*	
  
*	
  
Top	
  25%	
  Team	
  Hotel	
  Team	
  
Sample	
  Hotel	
  
May Jun Jul
12/20 9/18 13/19
Determining ROI
© 2014 TSA Training Services
Review Hotel & Upsell
Data, identify
Opportunities
Determine
uplift
potential
Online Upsell
Questionnaire
Analyze Data Project ROIGather Data
~ 1 hour ~ 5 days ~ 1 hour
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
Prepared by: First and Last Name
Email: first.last@tsa-solutions.com
Date: 2014|00|00
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
Hotel Name
Singapore
FRONT DESK UPSELLING
Partnership in Review
Page 3 of 5
our approach
Previous vs Current
& Forecasted Performance
Return on Investment -
Recommended Model
The program performed to a higher level than
the ROI which is very positive. This was a re-
sult of over achievement in each of the three
upsell metrics (seen in the Variance v’s ROI
column above). Against ROI this resulted in
a 21% over achievement in Upsell Revenue
and a 21% reduction in the estimated cost of
Based on the recommended partnership mo-
del and expected upsell metric performance,
TSA partnership cost is expected to remain
within 7% of total upsell revenue for the next
partnership period.
2013/4 Estimate
2014/5 Estimate
7.1%
7.4%
TSA Earning Cap (Maximum)
Est Yearly Upsell Revenue - Net (JPY)
0 10,000,000 20,000,000 30,000,000 40,000,000
TSA. Upsell revenue showed an impressive 62%
improvement over the previous year. For the next
partnership we expect to see a marginal increa-
se in Upsell% combined with a good increase in
the Average Supplement which will result in a 4%
overall revenue improvement.
BRAND GUIDELINES | 13
EXAMPLES.
HOW we look INTERNally.
01 	E-mail
02 	Powerpoint
Body Text: Verdana 10 pt
Text colour: dark grey
Signature: Verdana 8 pt
TSA Solutions & slogan:
Times 12 pt
Disclaimer: Verdana 6.5 pt
To guarantee consistency,
please copy the E-Signature
sent by Marketing
ANYTIME, anywhere: PLEASE USE VERDANA
A
D
B
C
A
D
B
C
News Text: Times italic
14 | BRAND GUIDELINES
TSA Training Services Pte Ltd • 6 Commonwealth Lane #03-02 • GMTI Building • Singapore 149547 www.tsa-solutions.com
RESERVATIONS
SALES
RESTAURANT
& BAR
ESSENTIAL
SELLING SKILLS
FRONT DESK
UPSELLING
TSA Training Services Pte Ltd • 6 Commonwealth Lane #03-02 • GMTI Building • Singapore 149547 www.tsa-solutions.com
EXAMPLES.
HOW we look PRINTED.
01 	Letterhead
02 	Envelopes
01
02
TSA Training Services Pte Ltd
6 Commonwealth Lane #03-02
GMTI Building • Singapore 149547
Tel +65 6463 8160
Fax +65 6463 0835
Email enquiry@tsa-solutions.com
www.tsa-solutions.com
Company Registration
No. 199005025E
RESERVATIONS
SALES
RESTAURANT
& BAR
ESSENTIAL
SELLING SKILLS
FRONT DESK
UPSELLING
BRAND GUIDELINES | 15
EXAMPLES.
HOW we look PRINTED.
01 	Ad page
02 	Infographic
03 	Brochure
02
03
01
RevPAR
+
“The ROI
is there.”
Patrick Wimble, Director, Commercial Performance,
AMEA at InterContinental Hotels Group
the premier front desk upselling specialist
3x
FRONT DESK UPSELLING BY TSA SOLUTIONS
Our front desk upselling solutions help over 800 hotel partners worldwide to:
• Achieve USD 200M annually in incremental revenue
• Generate up to 3 times more upsell revenue than comparable in-house programs
• Deliver an average of 2% in incremental RevPAR – 100% through higher ADR
• Support, not undermine your price integrity through discounting
Contact us today for a free, non-obligation assessment. enquiry@tsa-solutions.com www.tsa-solutions.com
THE TSA APPROACH
Working with hotels worldwide, we know that the optimal mix of education, support and technology
typically delivers 3 times higher upsell revenue than an internally run program, resulting in increases in
Average Daily Rate and guest satisfaction while motivating your front desk teams.
High Tech
Our proprietary myTSA Connect platform leverages our partners’
existing technology to enable consistent measurement and thereby
achieve maximum return on investment. Through myTSA Connect, we
provide our partners a range of tools to forecast, plan and measure
upselling success at the property, regional and estate level. And as the
leader in upselling, only TSA is able to provide automated city-wide
benchmarking in many of the markets we operate in.
High Touch
The hotel business is at heart a people business. No matter
how sophisticated the technology, the interaction between staff and
guest will always be the biggest factor in achieving ongoing success.
A combination of blended learning and ongoing support through our
Performance Consultants delivers superior results. People and service
come first.
High Commitment
At TSA Solutions, we offer more than just programs. We become your
revenue improvement partner, coaching and empowering your team
to achieve long-term results that we help you monitor and analyze for
ongoing success. Your dedicated TSA Performance Consultant stays
engaged for the duration of the partnership – both onsite and remotely
– to ensure continued success.
High Integrity
You spend a lot of time making sure you achieve price integrity. We don’t
pretend to know your pricing better than you do. And we don’t believe
discounting is the foundation for upselling. Our approach aligns and supports
with your hotel’s pricing strategy, not undermines it.
Reservations Sales
Maximize conversion rates
from sales-oriented reser-
vations teams
In today’s hyper-competitive, hyper-
connected hotel market, most trav-
elers know the price before they call.
While online bookings are impor-
tant, your in-house reservation team
is often your largest and most criti-
cal booking channel, influencing up
to 70% of your hotel’s reservation
shouldn´t you take control of these
conversions?
Restaurant & Bar
Suggestive Sales
Increase your average check
and guest capture rates from
food & beverage operations
Increasing capture rates and aver-
age check are key performance driv-
ers of any successful restaurant and
bar. How do you ensure that your
teams are achieving the right balance
between maximizing revenues and
guest satisfaction, while faced with
stress of day-to-day operational de-
mands?
Essential Selling Skills
Is your sales team equipped
to face increasingly sophisti-
cated buyers?
Are you providing them with the
right skills to close the sale at the
right price and right time? TSA
Solutions can help. Working closely
with our hotel partners and draw-
ing on our deep experience in the
industry, we have developed a suite
of sales training programs designed
to equip your sales teams with the
essential selling skills they need to
be as effective as possible in an
increasingly dynamic marketplace.
Around the globe and around the corner
The hospitality industry is a global business and so are we. TSA Solutions serves our hotel partners around the world
through personalized service and support. With an expansive international team made up of experienced hotel
professionals, we serve our partners in over 50 countries, supporting 13 languages.
Additional TSA Solutions
Delivering incremental revenue, improved
guest satisfaction and engaged front desk
teams to hotels worldwide
THE PREMIER FRONT DESK UPSELLING SPECIALIST
+
To contact your regional TSA representative or for more information, please visit: www.tsa-solutions.com
EUROPE, MIDDLE EAST,
AFRICA AND INDIA
Dubai, United Arab Emirates
Tel: +971 4 369 3028
Email: headoffice-eame@tsa-solutions.com
GREATER CHINA
Shanghai, China
Tel: +86 21 6375 8333
Email: headoffice-apac@tsa-solutions.com
AMERICAS
Edina, Minnesota, United States of America
Tel: +1 952 467 6060
Email: headoffice-americas@tsa-solutions.com
WORLDWIDE HEADQUARTERS & ASIA PACIFIC
1 Commonwealth Lane #06-03 • One Commonwealth • Singapore 149544
Tel: +65 6463 8160 • Fax: +65 6463 0835 • Email: headoffice-apac@tsa-solutions.com
RESERVATIONS
SALES
RESTAURANT
& BAR
ESSENTIAL
SELLING SKILLS
HOW TO INCREASE REVENUE AND GUEST SATISFACTION
Facts
Proof
So?
Methodology
CAN FRONT DESK UPSELLING INCREASE ONLINE REPUTATION?
Evident and proven correlation between effective upselling and
a subsequent increase in online reputation and bookings.
4.64.7 4.5
overall
satisfaction
scale from 1 to 5
4.6
1.31.2
0.6
guest
recommendation
scale from 1 to 3
1.3
4.24.3 4.1
value
for money
scale from 1 to 5
4.2
2.5
2
1.5
1
0.5
0
Complimentary
Upgrade
Successfull
Front Desk Upselling
No Upgrade
2.2
1.58
guest satisfaction
+25%
Effective Front Desk Upselling Increases
Online Reputation by 25%
Positive reviews =
+10%
increase revenue
51% of individuals consult guests’
experiences online reviews before hotel’s
promotions, location or even price
Representative selection of
Shangri-La hotels
2 years social media data analysis
“Good valuefor money”
“I paid a little extra and was very
happy with my room”
“ It´s well worththe upgrade”
“ I recommend the upgrade”
11000 reviews
1.9
16 | BRAND GUIDELINES
EXAMPLES.
HOW we look ONLINE.
01 	Webpage
01
BRAND GUIDELINES | 17
Any document should be checked by Marketing
Communications before public release. Please
always verify with Marjorie to ensure brand
consistency.
The Checklist...
01 	The Logo
Only use logos that are complete and in an appropriate
version, created from original digital artwork. Please
check that you have respected exclusion zone
requirements.
02 	Backgrounds
The logo should not appear on light or cluttered images
without being reversed out.
03 	Graphics
Check that any supporting graphics or graphic elements
do not marginalise, obscure or overpower our logo.
04 	Typography
Check that our corporate typefaces have been used
appropriately where applicable.
05 	Design
Be sure to provide these guidelines to third parties or
collaborating partners.
Best to have a
checklist. Thenyou
knowthatyou have
done everything right.
Marjorie Gonzalez-Housseau
Marketing Specialist
Telephone. +971 50 149 5818
Email. marjorie.gonzalez@tsa-solutions.com
www.tsa-solutions.com
Worldwide Headquarters
6 Commonwealth Lane #03-02
GMTI Building • Singapore 149547
Tel: +65 6463 8160 • Fax: +65 6463 0835 Email: headoffice-apac@tsa-solutions.com

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TSA Solutions_Corporate Branding Guidelines_Sept2015

  • 2. 2 | BRAND GUIDELINES YOU NEVER GET A SECOND CHANCE TO MAKE A FIRST IMPRESSION. Oscar Wilde
  • 3. BRAND GUIDELINES | 3 This is a guide to the basic elements that make up our brand. It will letyou getto know us better Contents 04 10 08 06 Logo EXAMPLES Typography Colour What is a Brand Identity? A brand identity represents the values,services,ideas and personality of an organisation. It is designed to increase recognition and build perceptions of the organisation in its chosen marketplace. This brand identity needs to be graphically represented and usually includes elements such as logos and supporting graphics, colour palette, typography and photography choices and can, within its guidelines, use examples to visualise how a brand should be depicted across visual media. Why use these guidelines TSA needs to manage how its brand is represented across all visual media in various different situations. The corporate identity system in this document has been created to fulfill this purpose and the guidelines herein explain how to correctly depict and embody our brand ethos consistently across different applications and in various markets to maintain the integrity ofTSA. Rationale | Construction Spacing around the logo Application | Family/Variations Brand Design | Support Graphics Photographic Style Internally | Externally produced Material Primary/Secondary Palette | Application
  • 4. 4 | BRAND GUIDELINES Our logo isvery precious to us. We took ourtime developing our brand so please be niceto it. THE LOGO Rationale Our logo was developed to be modern and future-proof. It is a distinctive mark and brand that seeks to present TSA as a forward-thinking,professional organisation. Construction The bow as a dynamic element is using our main colour as a gradient, refining a strong, international approach. The word mark element is designed to complement and enhance the logo graphic. The red dot as graphic element is essential for further elements in our corporate design. The supporting tagline is clean and minimalist to reinforce our identity as a quality, professional organisation. D A B C A TSA word mark D TSA taglineB graphic element: red dot C graphic element: bow Say hello to everyone in the family. If you can’t find it here, we don’t want you to use it.
  • 5. BRAND GUIDELINES | 5 EXCLUSION ZONE, a little elbow room to help us stand out. Spacing around the logo Our logo requires separation from the other elements around it. The minimum exclusion zone margin for all our company logos is roughly equivalent to the cap height of the tagline. It never should be less than that. cap height of tagline Wewant to look good all the time, sotake timeto consider how to apply our logo. Although creativity is appreciated please do not alter the logo in any way 01 Please do not rotate the logo. 02 If you have to... If it’s unavoidable to place the logo on a colour or a photo, you can also use the negative logo. 03 Relationship Don´t change the relationship between height and width 04 Position Position of elements can not be changed. 05 No thanks Do not add embellishments like drop-shadows, embossings etc. 06 Lost Don´t leave off graphical elements. If it´s unavoidable, please always check with Marketing for approval for exceptional cases. 01 03 02 06 04 05
  • 6. 6 | BRAND GUIDELINES Our colours define our brand. We’re bold, bright and confident. Simple andtothe point. Colour Palette // Primary These are our corporate primary colours for our logo, text, headers, main graphic elements and all front desk upselling topics. Lighter tints of these colors are also allowed, but logo and backgrounds may only be used with a 100% tint. The corporate colour palette includes besides black and white a bright red and medium grey theme with supporting tones. Colour matching standard Pantone® references are included to ensure accuracy when reproducing the palette. Also included are the references for CMYK, RGB and HEX Values for consistency across different media. Where possible, the logo should be reproduced in the CMYK colour process. Equivalent colours can be composed using the RGB and HEX references included when the logo is to used digitally. (e.g. Powerpoint presentations) RED Pantone: Coated 485 C RGB: 237, 28, 36 CMYK: 100 M, 100Y HEX: # ED1C24 BLACK Pantone: Black Coated RGB: 35, 31, 32 CMYK: 100 K HEX: # 231F20 WHITE Pantone: N/A RGB: 255, 255, 255 CMYK: 0 C, 0 M, 0Y, 0 K HEX: # FFFFFF Medium GREY Pantone: Coated 431 C RGB: 97, 110, 116 CMYK: 46 C, 36 M, 30Y, 12 K HEX: # 616E74 100% 100% 100%75% 75% 75%50% 50% 50%25% 25% 25%10% 10% 10%
  • 7. BRAND GUIDELINES | 7 Colour Palette // Secondary These are secondary colours for supporting graphics: Please use violet for restaurant and bar topics, turquoise for reservations and sales, olive green for essential selling skills. VIOLET Pantone: Coated 7663 C RGB: 116, 59, 129 CMYK: 65 C, 91 M, 16Y, 3 B HEX: # 743B81 OLIVE GREEN Pantone: Coated 7745 C RGB: 163, 164, 43 CMYK: 40 C, 25 M, 100Y, 2 B HEX: # a3a42b turquoise Pantone: Coated 7474 C RGB: 0, 124, 136 CMYK: 87 C, 36 M, 41Y, 7 K HEX: # 007c88 100% 100% 100%75% 75% 75%50% 50% 50%25% 25% 25%10% 10% 10% RESERVATIONS SALES RESTAURANT & BAR ESSENTIAL SELLING SKILLS FRONT DESK UPSELLING
  • 8. 8 | BRAND GUIDELINES Typography is the backbone of design, getting it right is paramount. Typography. Typeface. The corporate typeface is Verdana.Please use it at all times for internally generated materials, as Word or Powerpoint Docu- ments. This will maintain a consistent and recognisable style for the variety of communication produced throughout TSA. Headline Font: Verdana bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Aa Body Copy Font: Verdana regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Aa Subheadline | Quotes Font: Verdana italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Aa Typography. Style. In your created publications text should preferably be set in upper and lower- case, and justified left. Capitalisation should never be used for body text, but is acceptable for headings. Typography. Size. Recommended weights and sizes: Body copy Verdana regular 10 pt Subheadlines Verdana italic 12 pt Headlines Verdana bold 16 pt TSA STANDARD FONT (See examples on page 12 - 13)
  • 9. BRAND GUIDELINES | 9 Typography. Simplicity isthe ultimate form of sophistication. Typefaces. Print. Our corporate typefaces are Century Schoolbook and Gill Sans.This full font families come in a range of weights to suit a multitude of purposes. It was optimised for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms. Typefaces. Online. When technology allows for it, Century Schoolbook and Gill Sans should be used in any web applications. The default fall-back corporate font is Verdana and Times which should be utilised to ensure acceptable degradation when our corporate typefaces are unavailable. Headline Font: Century Schoolbook bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Aa Body Copy Fonts: Gill Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Aa Subheadline | Quotes Font: Century Schoolbook italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Aa Body Copy highlighted: Gill Sans Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Aa For externally generated Marketing Materials ONLY: Leonardo da Vinci
  • 10. 10 | BRAND GUIDELINES PhotograPHIC STYLE. CLEAN, CRISP and IN FOCUS. Photographic Style As an overall theme for the photographic style of our brand, we suggest that photography be contrast black and white, so as to strengthen a classic, emotive approach to supporting visuals. As an alternative, red can be used as a single colour within the image, creating an understated look. All photography used must be of high quality regardless of whether they are black and white or colour. Images need to contain subject matter relevant to our organisation. Artistic composition also needs to be consideredtoavoid‘snapshot’styleimagery. According to our tagline “performance solution powered by people” we prefer photographic material that focus on people. Where to find TSA photos The pictures are posted on Office 365 in the Marketing folder, if you do not have access or need help please ask Marketing directly. 01 Attention Please don´t change the relationship between height and width: Never scale images disproportionately. 01
  • 11. BRAND GUIDELINES | 11 SUpport Graphics. come straighttothe point. Support Graphics. The red dot. The red dot as graphic element derived from the logo are valid for use as stand-alone support graphics to brand our design style. Please take a look at our design examples on page 12 to 16. Support Graphics. Orientation point. We do not recommend the use of detailed illustrations or clip art as support graphics but rather simple geometric shapes so as not to detract from other layout elements. Large, distracting banners and graphics (such as ribbons and arrows) should not be used as they only serve to lessen the quality and values of our brand. An understanding of the importance of white space is also crucial in layouts,both in and around text/images. +
  • 12. 12 | BRAND GUIDELINES EXAMPLES. HOW we look INTERNally. 01 Partnership in Review Word document template 02 Sales presentation Powerpoint slides 03 Info sheet 01 0302 People Dashboard FRONT DESK UPSELLING proudly presents: What can I do with the People Dashboard? • Understand and measure upsell performance against opportunities • Track primary segment performance • Understand potential development needs • Display performance of top five agents for each upsell metric (upsell revenue, upsell %, upsell LOS and upsell average supplement) • Visually understand potential development needs according to detailed metrics and display trend charts from previous months. • Select a specific month and observe past month data/trends online. I do not have the export module, can I still access the People Dashboard? Micros Fidelio only allows for extract of data via the export module. You can check if you have installed it in your Opera system: “File Export > General”. What is it? The People Dashboard is the first in a new series of dashboards providing unique insight into both actual performance and missed opportunities. The People Dashboard allows users to understand the performance of a hotel’s front office team, therefore allowing them to measure and identify opportunities that lead to increased upsell revenues. ? What are the benefits? • Gain valuable insight into the upsell performance of the team • Identify team members across key performance indicators to improve opportunities • Understand trends: measure the impact of initiatives and individual team member development. + How do I access it? The People Dashboard is accessed through myTSAConnect, and is refreshed at the beginning of each month. Once installed, how soon can I expect to receive useful information? One month after installation, the dashboard will be able to provide relevant insights into your last month´s performance and from the second month onward, trending insights will become available. The Dashboard contains long term trend indicators which require at least three months of data. If you have been a TSA partner long enough to meet this requirement, we will populate historical data so that you can have access to these trend indicators immediately. What is the cost? TSA Solutions will provide the new People Dashboard as an added value to your current investment model. Micros Fidelio may charge a small fee to implement the additional file extract scripts required to enable the new dashboard. Who is eligible? All TSA hotel partners running Micros Fidelio Opera v5.0.03.01 and higher. Technology requirements The People Dashboard is the first TSA Dashboard that takes advantage of an expanded data extraction functionality, providing unparalleled insight into opportunities for upselling. This new functionality is available for hotels running Opera v 5.0.03.01 or higher with the Opera Export Module installed. Check-­‐in  Primary 3,277         Upsell  Revenue 17,927     63% Catherine  Lee 362                 Grace  Jones 3,575         20% Dora  Ang 4.05% Ralph  Davis 8.08               Kareema  Gaber 510                 Andy  Romano 306                 Dora  Ang 2,055         11% Andy  Romano 3.22% Linda  Tay 4.82               Lawrence  Kam 442                 Andy  Lim 298                 Andy  Romano 1,938         11% Grace  Jones 2.49% Grace  Jones 3.68               Grace  Jones 229                 Stephane  Roux 285                 Ralph  Davis 1,938         11% Stephane  Roux 2.48% Peter  Smith 3.40               Andy  Lim 143                 Kareema  Gaber 275                 Kareema  Gaber 1,836         10% Francis  Xavier 1.87% Stephane  Roux 2.89               Dora  Ang 127                 172                         155                         Prime 944                         720                         1.65% 1.22% 3.03 2.89 116 105 Jul 3  Mths  Av Trend C/I Rev % LOS Supp Jul 3  Mths  Av Trend Jul 3  Mths Jul 3  Mths Trend Jul 3  Mths Trend Jul 3  Mths Trend 362                         274                         306                         268                         1,938                   1,700                   10.8% 12.4% 3.22% 1.82% 2.67               2.67               73                     77                     298                         194                         1,377                   7.7% 1.64% 1.94               143                 285                         259                         1,601                   1,898                   8.9% 13.9% 2.48% 1.65% 2.90               2.95               79                     86                     275                         262                         1,836                   1,757                   10.2% 12.8% 0.51% 0.89% 2.55               2.72               510                 165                 258                         253                         1,938                   1,672                   10.8% 12.2% 1.08% 1.27% 8.08               3.58               85                     85                     246                         243                         204                         816                         1.1% 6.0% 0.28% 0.74% 3.40               1.91               85                     136                 224                         207                         530                         3.0% 0.62% 1.00               442                 217                         158                         928                         873                         5.2% 6.4% 1.55% 1.43% 2.89               2.21               91                     101                 215                         251                         969                         935                         5.4% 6.8% 1.87% 0.89% 2.69               2.89               85                     83                     213                         154                         867                         4.8% 0.98% 4.82               85                     161                         199                         3,575                   4,021                   19.9% 29.4% 2.49% 2.61% 3.68               3.07               229                 145                 138                         173                         2,055                   11.5% 4.05% 2.87               127                 21                             13                             21                             30                             20                             13                             16                             2                                 108                         0.6% 0.1% 3.00               60                    Dina  Lim John  Brown Siti  Saleh Clement  Macgill Reiko  Ito Sophie  Abbot Dora  Ang Mohd  Kharim Linda  Tay Grace  Jones Sophie  Lim Francis  Xavier Peter  Smith Lawrence  Kam Kareema  Gaber Ralph  Davis Andy  Lim Stephane  Roux Team  Member  ID Catherine  Lee Andy  Romano Upsell  Metrics Contribution 9% 8% Check-­‐in  Primary Team  Count Ranking  -­‐  Jul Upsell  Revenue 47% 11% 9% 9% Upsell  %  Primary Avg  Upsell  LOS Avg  Upsell  Supp Upsell  %  Primary Avg  Upsell  LOS Avg  Upsell  Supp *   *   Top  25%  Team  Hotel  Team   Sample  Hotel   May Jun Jul 12/20 9/18 13/19 Determining ROI © 2014 TSA Training Services Review Hotel & Upsell Data, identify Opportunities Determine uplift potential Online Upsell Questionnaire Analyze Data Project ROIGather Data ~ 1 hour ~ 5 days ~ 1 hour                                         Prepared by: First and Last Name Email: first.last@tsa-solutions.com Date: 2014|00|00                   Hotel Name Singapore FRONT DESK UPSELLING Partnership in Review Page 3 of 5 our approach Previous vs Current & Forecasted Performance Return on Investment - Recommended Model The program performed to a higher level than the ROI which is very positive. This was a re- sult of over achievement in each of the three upsell metrics (seen in the Variance v’s ROI column above). Against ROI this resulted in a 21% over achievement in Upsell Revenue and a 21% reduction in the estimated cost of Based on the recommended partnership mo- del and expected upsell metric performance, TSA partnership cost is expected to remain within 7% of total upsell revenue for the next partnership period. 2013/4 Estimate 2014/5 Estimate 7.1% 7.4% TSA Earning Cap (Maximum) Est Yearly Upsell Revenue - Net (JPY) 0 10,000,000 20,000,000 30,000,000 40,000,000 TSA. Upsell revenue showed an impressive 62% improvement over the previous year. For the next partnership we expect to see a marginal increa- se in Upsell% combined with a good increase in the Average Supplement which will result in a 4% overall revenue improvement.
  • 13. BRAND GUIDELINES | 13 EXAMPLES. HOW we look INTERNally. 01 E-mail 02 Powerpoint Body Text: Verdana 10 pt Text colour: dark grey Signature: Verdana 8 pt TSA Solutions & slogan: Times 12 pt Disclaimer: Verdana 6.5 pt To guarantee consistency, please copy the E-Signature sent by Marketing ANYTIME, anywhere: PLEASE USE VERDANA A D B C A D B C News Text: Times italic
  • 14. 14 | BRAND GUIDELINES TSA Training Services Pte Ltd • 6 Commonwealth Lane #03-02 • GMTI Building • Singapore 149547 www.tsa-solutions.com RESERVATIONS SALES RESTAURANT & BAR ESSENTIAL SELLING SKILLS FRONT DESK UPSELLING TSA Training Services Pte Ltd • 6 Commonwealth Lane #03-02 • GMTI Building • Singapore 149547 www.tsa-solutions.com EXAMPLES. HOW we look PRINTED. 01 Letterhead 02 Envelopes 01 02 TSA Training Services Pte Ltd 6 Commonwealth Lane #03-02 GMTI Building • Singapore 149547 Tel +65 6463 8160 Fax +65 6463 0835 Email enquiry@tsa-solutions.com www.tsa-solutions.com Company Registration No. 199005025E RESERVATIONS SALES RESTAURANT & BAR ESSENTIAL SELLING SKILLS FRONT DESK UPSELLING
  • 15. BRAND GUIDELINES | 15 EXAMPLES. HOW we look PRINTED. 01 Ad page 02 Infographic 03 Brochure 02 03 01 RevPAR + “The ROI is there.” Patrick Wimble, Director, Commercial Performance, AMEA at InterContinental Hotels Group the premier front desk upselling specialist 3x FRONT DESK UPSELLING BY TSA SOLUTIONS Our front desk upselling solutions help over 800 hotel partners worldwide to: • Achieve USD 200M annually in incremental revenue • Generate up to 3 times more upsell revenue than comparable in-house programs • Deliver an average of 2% in incremental RevPAR – 100% through higher ADR • Support, not undermine your price integrity through discounting Contact us today for a free, non-obligation assessment. enquiry@tsa-solutions.com www.tsa-solutions.com THE TSA APPROACH Working with hotels worldwide, we know that the optimal mix of education, support and technology typically delivers 3 times higher upsell revenue than an internally run program, resulting in increases in Average Daily Rate and guest satisfaction while motivating your front desk teams. High Tech Our proprietary myTSA Connect platform leverages our partners’ existing technology to enable consistent measurement and thereby achieve maximum return on investment. Through myTSA Connect, we provide our partners a range of tools to forecast, plan and measure upselling success at the property, regional and estate level. And as the leader in upselling, only TSA is able to provide automated city-wide benchmarking in many of the markets we operate in. High Touch The hotel business is at heart a people business. No matter how sophisticated the technology, the interaction between staff and guest will always be the biggest factor in achieving ongoing success. A combination of blended learning and ongoing support through our Performance Consultants delivers superior results. People and service come first. High Commitment At TSA Solutions, we offer more than just programs. We become your revenue improvement partner, coaching and empowering your team to achieve long-term results that we help you monitor and analyze for ongoing success. Your dedicated TSA Performance Consultant stays engaged for the duration of the partnership – both onsite and remotely – to ensure continued success. High Integrity You spend a lot of time making sure you achieve price integrity. We don’t pretend to know your pricing better than you do. And we don’t believe discounting is the foundation for upselling. Our approach aligns and supports with your hotel’s pricing strategy, not undermines it. Reservations Sales Maximize conversion rates from sales-oriented reser- vations teams In today’s hyper-competitive, hyper- connected hotel market, most trav- elers know the price before they call. While online bookings are impor- tant, your in-house reservation team is often your largest and most criti- cal booking channel, influencing up to 70% of your hotel’s reservation shouldn´t you take control of these conversions? Restaurant & Bar Suggestive Sales Increase your average check and guest capture rates from food & beverage operations Increasing capture rates and aver- age check are key performance driv- ers of any successful restaurant and bar. How do you ensure that your teams are achieving the right balance between maximizing revenues and guest satisfaction, while faced with stress of day-to-day operational de- mands? Essential Selling Skills Is your sales team equipped to face increasingly sophisti- cated buyers? Are you providing them with the right skills to close the sale at the right price and right time? TSA Solutions can help. Working closely with our hotel partners and draw- ing on our deep experience in the industry, we have developed a suite of sales training programs designed to equip your sales teams with the essential selling skills they need to be as effective as possible in an increasingly dynamic marketplace. Around the globe and around the corner The hospitality industry is a global business and so are we. TSA Solutions serves our hotel partners around the world through personalized service and support. With an expansive international team made up of experienced hotel professionals, we serve our partners in over 50 countries, supporting 13 languages. Additional TSA Solutions Delivering incremental revenue, improved guest satisfaction and engaged front desk teams to hotels worldwide THE PREMIER FRONT DESK UPSELLING SPECIALIST + To contact your regional TSA representative or for more information, please visit: www.tsa-solutions.com EUROPE, MIDDLE EAST, AFRICA AND INDIA Dubai, United Arab Emirates Tel: +971 4 369 3028 Email: headoffice-eame@tsa-solutions.com GREATER CHINA Shanghai, China Tel: +86 21 6375 8333 Email: headoffice-apac@tsa-solutions.com AMERICAS Edina, Minnesota, United States of America Tel: +1 952 467 6060 Email: headoffice-americas@tsa-solutions.com WORLDWIDE HEADQUARTERS & ASIA PACIFIC 1 Commonwealth Lane #06-03 • One Commonwealth • Singapore 149544 Tel: +65 6463 8160 • Fax: +65 6463 0835 • Email: headoffice-apac@tsa-solutions.com RESERVATIONS SALES RESTAURANT & BAR ESSENTIAL SELLING SKILLS HOW TO INCREASE REVENUE AND GUEST SATISFACTION Facts Proof So? Methodology CAN FRONT DESK UPSELLING INCREASE ONLINE REPUTATION? Evident and proven correlation between effective upselling and a subsequent increase in online reputation and bookings. 4.64.7 4.5 overall satisfaction scale from 1 to 5 4.6 1.31.2 0.6 guest recommendation scale from 1 to 3 1.3 4.24.3 4.1 value for money scale from 1 to 5 4.2 2.5 2 1.5 1 0.5 0 Complimentary Upgrade Successfull Front Desk Upselling No Upgrade 2.2 1.58 guest satisfaction +25% Effective Front Desk Upselling Increases Online Reputation by 25% Positive reviews = +10% increase revenue 51% of individuals consult guests’ experiences online reviews before hotel’s promotions, location or even price Representative selection of Shangri-La hotels 2 years social media data analysis “Good valuefor money” “I paid a little extra and was very happy with my room” “ It´s well worththe upgrade” “ I recommend the upgrade” 11000 reviews 1.9
  • 16. 16 | BRAND GUIDELINES EXAMPLES. HOW we look ONLINE. 01 Webpage 01
  • 17. BRAND GUIDELINES | 17 Any document should be checked by Marketing Communications before public release. Please always verify with Marjorie to ensure brand consistency. The Checklist... 01 The Logo Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected exclusion zone requirements. 02 Backgrounds The logo should not appear on light or cluttered images without being reversed out. 03 Graphics Check that any supporting graphics or graphic elements do not marginalise, obscure or overpower our logo. 04 Typography Check that our corporate typefaces have been used appropriately where applicable. 05 Design Be sure to provide these guidelines to third parties or collaborating partners. Best to have a checklist. Thenyou knowthatyou have done everything right. Marjorie Gonzalez-Housseau Marketing Specialist Telephone. +971 50 149 5818 Email. marjorie.gonzalez@tsa-solutions.com
  • 18. www.tsa-solutions.com Worldwide Headquarters 6 Commonwealth Lane #03-02 GMTI Building • Singapore 149547 Tel: +65 6463 8160 • Fax: +65 6463 0835 Email: headoffice-apac@tsa-solutions.com