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.
+
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