1. Michael Weil Samples
Creating cards
that are uniquely Citi
The personality goes beyond the plastic.
The Citi card is an experience, not simply an object. And we’re
constantly finding new ways to add value to that experience.
That’s why many Citi cards offer popular rewards programs.
Comprehensive protection plans. And the latest in access to
art, entertainment and design.
We encourage you to take this spirit of innovation and combine
it with the stability and clarity of the Citi brand — to inform every
element of the product you’re developing. How can you project
the brand personality most effectively — and drive the outcomes
customers look to Citi for?
2524
24-Hour Customer Service U.S. and Canada 1-888-XXX-XXXX
From other locations call collect 1-XXX-XXX-XXXX
This card is issued by Citibank (South Dakota) N.A. pursuant to
license by MasterCard International
Citi and Arc Design is a registered service mark of Citigroup Inc.
4mm
3.2mm
1.7mm
40mm
29mm
5mm
Visit www.citicards.com 9804 0C
Authorized Signature Not Valid Unless Signed
Level
5424
17mm
28.5mm
4.7mm
9.2mm
Valid from Expiration date
Product Name 4.6mm
13.4mm
6.1mm
1.7mm
Designing a Citi®
card is like designing a building.
It has a clear set of architectural principles to ensure that it’s solid and
fit for its purpose. Our design toolkits spell out precise specifications
for everything — from the size and position of smart chips to the back
of cards to individual design elements on specific cards.
50 51
Eight stages to creating a new card. Reference the Process and
Forms Toolkit for full details
on each development phase.
Forms can be downloaded
at www.citigroup.net/brand.
1Obtain necessary approvals
3Develop the name Research / validate name
6Go to preproductionResearch / validate designDesign the card
7Produce the card
8Track your success
The full process can take up to a year.This timeline reflects a typical workstream. However,
cards incorporating new techniques and materials may
require more time.
52 4
2 weeks 6–8 weeks 6–8 weeks 3–5 weeks4–6 weeks6–8 weeks up to 12 weeks ongoing
Clarify your distinct
product offering and create
a project brief. This will
ensure a clear, consistent
brand strategy.
Then complete the Global
Card Design Development
Approval Form and obtain
the necessary approvals.
Brand Central should
be your first reference
point for existing and
new card designs:
www.citigroup.net/brand
Complete the Citi
Cards Naming Approval
Form C1 and submit to
Global Cards Branding.
Once you get approval,
they’ll select a consultant
for you to brief.
The consultant will work
with your brief to develop
the name that best fits
your market opportunity.
Submit the Trademark
Request Form C2 to Global
Trademark Counsel.
They will extensively screen
the shortlist to ensure
the selected names can
be used legally.
Choose the type of
market research that best
suits your card and the
customer it’s aimed at.
Then thoroughly research
your shortlisted names.
Findings can then be
used to revise your list of
names, suggest possible
improvements and help
you select the final
name that best fits your
market opportunity.
Global Trademark Counsel
will work with you to
file trademark registrations,
if applicable, in the
appropriate countries.
At the preproduction
stage, Procurement selects
a vendor, Citi’s brand
consultancy negotiates with
them and Regional Marketing
approves the art costs.
Once the design is approved
by Networks, the brand
consultancy produces final
artwork — which is signed off
by your team and approved
by the Global Trademark
Counsel.
Country Marketing
determines the mail date.
You then submit artwork
to Procurement and
provide approvals for card
manufacturing proofs.
Decide which type of market
research best fits your card.
Then, give your research
groups all they need —
including plastic prototypes
and comps — to deliver as
much of the flavor of the
product as possible. Use your
findings to revise the design
and improve the offering.
Once your team is happy
with the final name and
design, submit your product
to Global Trademark Counsel
for pre-approval.
You must then submit your
product to Networks, but
only after internal approvals
have been secured. In
addition to design, Networks
will also need to approve
production samples before
full production starts.
A co-branded design will also
require review and approval
by your partner.
Work with your branding
teams and approved brand
consultancies to develop
your design.
Once you have designs that
meet product objectives and
brand standard requirements,
present them to Regional
Marketing / Global Branding
and Global Cards.
Submit designs to
Global Trademark Counsel
for preliminary review.
Forward production art
to your plastic card vendor
for creation of proofs.
Global / Regional
and Business approve the
proofs — and then plastics
are produced.
Sample plastics are then
sent to Regional Marketing /
Global Branding.
Following their sign-off,
your card is ready to launch.
Use the most relevant type
of market research and
up-to-date sales figures to
help you do this.
2. Michael Weil Samples
Our brand and
everything we stand
for starts with you.
Every one of you
represents everything
Yahoo! is—and
everything it can be.
Together, we’re
creating experiences
that reflect our strong
heritage and propel us
into the future.
76
You
are
Yahoo!
>
Our organization is
aligned behind
one vision, and your
passion and dedication
will make that vision
a reality.
The vision, brand
positioning, attributes,
and beliefs in this book
will impact the work
you do—from
influencing product
development to
shaping user
experiences. This is just
the beginning of the
story that we are
creating together.
You
are
the
future
>98
We put people first,
utilizing ground-
breaking technology to
ensure that everything
we do enhances our
users’ online
experiences and lives.
1716
Our attributes are our
defining qualities.
Human
>
2524
Our beliefs are our
guiding principles.
We
believe:
...people are valuable,
and empowering
people is what we
do best.
...Yahoo! is about what
you can do, not what
the Internet can do.
...in the power of
positive attitudes and
intelligent minds.
...life’s better when
lived with an
exclamation point!
3. Michael Weil Samples
Hilton Worldwide
Brand Guidelines
Release 1
09.21.09
iii
Hilton Worldwide Brand Guidelines
09.21.09 Release 1
Our New Identity
Stylized H symbol
Our symbol is a stylized H, elegantly rendered with
platinum and gold colors designed to evoke a feeling
of stature, which is appropriate for a major global
company like ours. The colors platinum and gold also
represent the highest quality of service we bring to
everything we do.
The symbol is composed of two halves that are
reflective, reminding us to not forget our rich past as
we create a vibrant future, and open curves that are
welcoming, evoking the world of travel by suggesting
the round edges of the globe, the arch of a bridge and
posts of a bed.
Hilton Worldwide logo
Hilton Worldwide is the new name for our company.
It replaces Hilton Hotels Corporation and will be
the public-facing name for all enterprise-related
communications. Primary audiences include B2B
audiences such as owners, developers and internal
team members.
Hilton HHonors logo
Guests will primarily see the Hilton HHonors logo
when referring to our portfolio.This logo represents not
only our guest rewards and recognition program, but
also our full portfolio of offerings, replacing The Hilton
Family logo.
Brand bar
The updated brand bar shows our portfolio of brands in
a different order than in the past. Our brands are now
ordered by segment, starting with the luxury brands on
the left. All brands appear in a consistent gray color.
Our identity looks to our past to inspire a symbol that
represents our future. Combined with our name –
Hilton Worldwide – we have created an identity that
unites all members of our organization across all
parts of the globe with one shared vision for success.
Visually, our identity is presented to our audiences
through either the Hilton Worldwide or the Hilton
HHonors logos. Both share the stylized H symbol, with
wordmarks set in a clean, modern sans serif typeface.
4.5
Hilton Worldwide Brand Guidelines
09.21.09 Release 1
Typography
Typographic Style
Primary headlines are set in Fedra Sans Display ProThin
in HW Gold.
Secondary headlines and paragraph lead-ins set the
tone for a piece and compel readers to learn the rest
of the story. They are set in Fedra Sans Pro Light, in
HW Lavender, HW Green, HW Blue or HW Plum and
generally at a size that is smaller than the primary
headline and larger than the body copy.
Body copy is set in Fedra Sans Alt Pro Light. It can
be black on white backgrounds or white on dark
backgrounds. Fedra Sans Alt Pro Medium can be used
for subheads or to emphasize important information.
All type can also appear over photographic backgrounds
provided there is enough contrast between the copy
and the background.
Case and punctuation
For headlines and subheads, always use sentence
case: the first letter of the sentence is capitalized. Use
only periods and commas for punctuation; avoid bullet
points, italics, indents, hyphens, colons, question
marks, etc.The copy should appear as clean as possible.
Flemur commodo florian
Vel enim nullaor incle illandre sequis
nibh psustrudiata modolore feum ansi
delestrud feugait ulput liua fodol
lessequat min volorpe rostion vel iriure
dolore feudo faci te feugue bacate na
walomas. Fiustisi florian rostie wislos
reetu milito delestrud feugait ulput liuaf
delesse tatue vel dipis augietia, sim
zzrili quamcosisl aufecle ulput patin am
conullandre dignato ipissim salires
propsta lorem ipsum.
Vel enim nullaor incle illandre sequis nibh psustrudiata modolore feum delestrud feugait ulput liua fodol lessequat min volorpe
rostion vel iriure dolore feudo faci te feugue bacate walomas. Fiustisi florian. Rostie wislos reetu milito delestrud feugait ulput
liuaf delesse tatue vel dipis augietia, sim zzrili quamcosisl aufecle ulput patin conullandre dignato ipissim salires propsta.
Nos nullaoreet, fel ut illut lor iusto diam, iurem
nos autem veliquatum. Adio conse magna augue
dolortinci exer sim ver augia.
Unwind and relax.
You’ve earned it.
Primary headline
- Font: Fedra Sans Display ProThin
- Color: HW Gold
Secondary headline or
paragraph lead-in
- Font: Fedra Sans Pro Light
- Color: HW Lavender, HW Green
HW Blue or HW Plum
Subhead or text highlight
- Font: Fedra Sans Alt Pro Medium
- Color: Black
Body copy
- Font: Fedra Sans Alt Pro Light
- Color: Black
Boilerplate (terms and conditions)
- Font: Fedra Sans Alt Pro Light
- Color: 65% Black or 100% Black
1.6
Hilton Worldwide Brand Guidelines
09.21.09 Release 1
Strategic Overview & Framework
Identity Usage in Multi-BrandApplications
Leveraging the power of Hilton Worldwide
Co-op advertising represents a unique opportunity
to make property and/or brand advertising dollars go
further and educate consumers on the portfolio of
hotels. All co-op ads should use the portfolio logo bar
and have a strong call to action and/or offer. Co-op
ads can support a single brand with multiple properties
in an area or a variety of brands within an area.
Co-op advertising“There’s strength in numbers”
Partner with other properties and brands in your area
to advertise around a special event or time of year in
your market. For example:
New Year’s in Las Vegas•
Oktoberfest in Munich•
Valentine’s Day in Paris•
July 4th in Washington DC•
New brand introductions“Welcome to the family”
When a new brand launches in your area or a new
property opens, consider co-op ads to support the new
location and promote brand awareness for the portfolio.
Partnership extensions“We keep good company”
Consider working with key strategic partners in your
area to sweeten deals on room nights. It is important
to get permission to use partner logos in advertising.
Don’t forget to ask for reciprocal mentions in the
partner’s advertising. For example: Stay three nights
at any of these Orlando area hotels and receive a family
4-pack of passes to Universal Studios.
All partnerships, where our marks are used along-side
other marks, must be approved by the Brand Team and/
or Graphics & Identity Team.
Book up to 21 days in advance and get up to 20% off.
Hilton Grand Vacations Club—Las Vegas•
(Convention Center)
Hilton Grand Vacations Club® on the•
Las Vegas Strip
Las Vegas Hilton•
Embassy Suites Convention Center Las Vegas•
Embassy Suites Las Vegas•
Hilton Grand Vacations Club® at the•
Flamingo—Las Vegas
Hampton Inn Las Vegas/North Speedway•
Hampton Inn Tropicana•
Hampton Inn Las Vegas/Summerlin•
Hampton Inn & Suites Las Vegas Airport•
Homewood Suites by Hilton®•
Las Vegas Airport
Doubletree Club Las Vegas Airport•
Hilton Garden Inn Las Vegas Strip South•
Hilton Garden Inn Las Vegas/Henderson•
Hampton Inn & Suites Las Vegas—Henderson•
Hampton Inn & Suites Las Vegas—Red Rock/•
Summerlin
Hampton Inn & Suites Las Vegas South•
Homewood Suites by Hilton® Henderson•
South Las Vegas
Everyone’s a winner
this New Year in Vegas
Book in advance and save 20%.
visit http://www1.hilton.com/XXXXXX/XXXX or call 1-800-774-1500 (offer code SAMPLE)
Terms and conditions. *Late checkout valid on weekends and is subject to availability at some hotels. Lazy breakfast
is available until 11am on Saturdays and Sundays. #Kids 18 and younger stay free when sharing a room with an adult.
Some hotels may charge a fee for families. Kids 10 and younger (or 12 and younger at some hotels) are entitled to free
food and drink in the hotel’s designated restaurant, when accompanied by a paying adult guest. Some hotels do not
provide free food and drink to kids, please check at time of booking. **Complimentary leisure facilities where they
are available at hotels. For full terms and conditions visit hiltonminibreaks.com
Central London
Hilton London Docklands Riverside•
Hilton London Islington•
Hilton London Olympia•
Hilton London Euston•
Hilton London Kensington•
Hilton London Paddington•
Hilton London Tower Bridge•
Hilton London Canary Wharf•
Hilton London Green Park•
Hilton London Hyde Park•
Hilton London Metropole•
The Waldorf Hilton•
The Trafalgar Hotel•
The Bentley London•
The Courthouse Doubletree by Hilton, London•
Regent Street
London Hilton on Park Lane•
London Airports
Hilton London Stansted Airport•
Hilton London Gatwick Airport•
Hilton London Heathrow Airport•
Rest of the UK
Hilton Glasgow•
Hilton Cardiff•
Hilton Belfast•
Hilton Birmingham Metropole•
Hilton Brighton Metropole•
Hilton Newcastle Gateshead•
Hilton Manchester Deansgate•
Caledonian Hilton, Edinburgh•
Love the UK that little bit more
Get even more out of a weekend away with Hilton.
Escape across the Channel while the Euro is strong and you can enjoy a great value, relaxing stay in
a Hilton hotel, in your choice of spectacular locations, plus:
Lazy Breakfast, served up to 11am to give you time for a lie in•
Late Check Out with full use of your room up to 6pm on Saturdays and Sundays*•
Complimentary use of your hotel’s health club**•
Kids stay and eat for free!• #
Book your Minibreak today at hiltonminibreaks.com
Multi-brand advertising
Multi-brand advertising
6. Michael Weil Samples
BERINGER - how to get to napa valley
How to get to NAPA VALLEY, CA, from BOSTON, MA.
Starting on CAMBRIDGE ST - head NW for 0.75 mile
Turn RIGHT on CHARLES ST- go 0.6 mile
Turn RIGHT into SAVENOR’S MARKET - park car
Walk WEST- 0.0001 mile
Take LAMB SHANKS - 4
Take OLIVE OIL - 2 Tbs.
Take YELLOW ONION - 2
Take BEEF STOCK - 1 cup
Take CRUSHED GARLIC - 1 clove
Bear LEFT and head HOME
Prepare BRAISED LAMB SHANKS - 0.15 hour
Cook until meat is falling off bone - 1.0 hour
Merge CORKSCREW with bottle of BERINGER
Pour BERINGER into glass - 4 ounces
Serve BRAISED LAMB SHANKS - large plate
Sip BERINGER and arrive in NAPA VALLEY, CA
Total travel time - 1.45 hours
BERINGER - how to get to napa valley
How to get to NAPA VALLEY, CA, from LOS ANGELES, CA.
Start at WILSHIRE BLVD heading WEST - go 2.0 miles
Turn LEFT on OCEAN AVE - go 0.15 mile
Turn LEFT into SANTA MONICA FARMERS’ MARKET- park car
Walk EAST - 0.0001 mile
Take SEA SCALLOPS - 1.5 lbs.
Take ANGEL-HAIR PASTA - 1 lb.
Take CHICKEN BROTH - 1 cup
Take SHALLOTS - 5
Take TOASTED PINE NUTS - 0.25 cup
Exit toward vehicle - go 0.00015 mile
Merge into traffic and drive until you reach HOME
Prepare ANGEL-HAIR PASTA WITH SCALLOPS - 0.55 hour
Merge CORKSCREW with bottle of BERINGER
Pour BERINGER into glass - 4 ounces
Serve PASTA - with bread
Sip BERINGER and arrive in NAPA VALLEY, CA
Total travel time - 1.1 hours
7. Michael Weil Samples
INTRODUCING THE WORLD’S MOST
FINELY TUNED
MACHINE-THE BIKE’S NOT BAD EITHER
HELP US CELEBRATE THE LAUNCH OF THREE NEW 24 HOUR FITNESS
IN AUSTIN. SEE LANCE MAY 19TH AT THE HANCOCK CENTER SPORT.
LANCE ARMSTRONG CLUBS
LANCE
24
HELP US CELEBRATE THE LAUNCH OF THREE NEW 24 HOUR FITNESS
IN AUSTIN. SEE LANCE MAY 19TH AT THE HANCOCK CENTER SPORT.
LANCE ARMSTRONG CLUBS
9. Michael Weil Samples
> With Sprint, Geek Squadat Best Buy is beautiful.
Geek Squad�, a 24-Hour Computer Support Task Force found at Best Buy,
depends on Sprint to take care of business. Armed with Sprint PCS
Ready LinkSM
Phones, Agents can stay linked with walkie-talkie-style
communication. And when they need more detailed technical information,
Sprint PCS Connection CardsTM
provide high-speed wireless access linking
them to their company intranet, which can provide the same data access
they’d have in the office. Sprint technology helps Geek Squad expedite
solutions, improve customer service and efficiently handle over a thousand
customers a day. And a fast, connected Geek Squad is, in our opinion, beautiful.
With Sprint, business is beautiful.SM
> Visit Sprint.com/beautiful for case studies or call 877-777-5568 >
> With Sprint, FTD isbeautiful.
When holiday call volume and Web traffic spike by a factor of ten,
floral superpower FTD doesn’t worry about their network — even
though their entire business relies on it. Because FTD relies on Sprint.
Sprint connects FTD to over 52,000 florists in 154 countries while
delivering network reliability so good it helps FTD guarantee 100%
satisfaction to their customers. Network reliability is why, for the
past 14 years, this leading provider of flowers has turned to Sprint.
In business, perennials don’t get much more beautiful than that.
With Sprint, business is beautiful.SM
> Visit Sprint.com/beautiful for case studies or call 877-777-5568 >
Business today is borderless, so for a company to thrive, communication must be seamless. The Sprint wireless
and wireline networks can integrate all aspects of your company, whether in the office, warehouse or on the road.
Which means communication is simpler and your employees are more productive. And since Sprint owns its own
nationwide wireless and wireline networks, it can offer a complete portfolio of services under one roof. That’s
why companies as diverse as HP, FTD and The PGA of America rely on Sprint for innovative, customized solutions
to their unique needs. In fact, 95% of the Fortune 1000�depend on Sprint. They know being productive is beautiful.
With Sprint, business is beautiful.SM
> Visit Sprint.com/beautiful for case studies or call 877-777-5568 > Wireless. Data. Voice. IP.
> With Sprint, business is beautiful.
> With Sprint, business is beautiful.SM
Technology is at the heart of business right now. Today. So while others may
sell you on the promise of a beautiful tomorrow, we offer useful innovation
today. Sprint can provide your company with integrated wireless and
wireline as well as local, long distance and, of course, data services. From
onecompany. Today.Ourproductsarefullofinnovationthat’sreal,thatworks,
that can save you time and money, and that lets you concentrate less on
what we do and more on what you do. And we think that is a beautiful thing.
With Sprint, business is beautiful.SM
> Visit Sprint.com/beautiful for case studies or call 877-777-5568 >
Electronic Arts makes beautiful video games. This entertainment powerhouse
has massive data transport needs – they send huge data files every hour between
offices in over 40 countries. By teaming Electronic Arts’ technology with IP from
Sprint, gigabytes of digital assets that took 8–10 hours to send now take less
than 20 minutes. This means Electronic Arts can localize games faster, which
allows them to launch games simultaneously worldwide. In Europe alone,
that means 17 languages on four platforms. And when Electronic Arts
switched from ATM to IP with Sprint, they saved roughly $100,000 a month. With
Sprint, Electronic Arts is reliable, faster and more effective – in a word, beautiful.
With Sprint, business is beautiful.SM
> Visit Sprint.com/beautiful for case studies or call 877-777-5568 >
> With Sprint, Electronic Arts is beautiful.
No one gets more work done on a golf course than The PGA of America. Which is why The
PGA turns to Sprint for a customized network to help seamlessly connect the course to the
rest of the world. The Sprint solution is a fully integrated wireless and wireline network that
enables the media to send large digital files quickly and keeps business professionals connected
to their offices — at broadband speeds. All this and Sprint reduced The PGA’s network setup
costs by 33%. Conducting business as usual while on a golf course — now that’s beautiful.
With Sprint, business is beautiful.SM
> Visit Sprint.com/beautiful for case studies or call 877-777-5568 > Wireless. Data. Voice. IP.
> With Sprint, The PGA is beautiful. > With Sprint, wireless is beautiful.
You can get more out of your technology investment by making sure employees have access whenever they
need it. No downtime. No waiting for answers. Now it’s easy to keep them connected with Sprint, the first major
provider of end-to-end managed wireless service. We integrate devices with your network, keep them running
effectively, keep them secure. We can even disable lost or stolen devices remotely, so private information stays
that way. Sprint Managed Mobility ServicesSM
help save your company time and money. And when your people
can spend more of their work time actually working, your business is more productive, powerful, beautiful.
With Sprint, business is beautiful.SM
> Visit Sprint.com/beautiful for case studies or call 877-777-5568 > Wireless. Data. Voice. IP.
> With Sprint, ING DIRECT is beautiful.
With 99% of their transactions taking place over the Internet or on the phone, ING DIRECT’s customers
don’t go to the bank. The bank goes to them. That’s why ING DIRECT turned to Sprint and the Sprint Peerless
IP Network to address their unique security and reliability needs. This made it possible for ING DIRECT to
integrate call center and Web traffic over a more secure, private network. And since then, they’ve experienced
zero service interruptions. When every customer can be the first customer in line, banking is beautiful.
With Sprint, business is beautiful.SM
> Visit Sprint.com/beautiful for case studies or call 877-777-5568 > Wireless. Data. Voice. IP.
