brand guidelines - egencia 2013... · egencia brand guidelines april 2013 2 welcome to egencia...

Brand GuidelinesApril 2013

Egencia Brand Guidelines April 2013 2

Welcome to EgenciaWe’ve updated the Egencia brand identity with a new brand story, a modern color palette, and new photography to help you create unique, compelling communications worldwide.

This brand guide is designed for all Egencia-branded communications that will be released to market beginning in January, 2013.

The Importance of Brand

A strong brand is one of the most valuable assets an organization owns.

As marketers, we need to be Egencia’s brand stewards, responsible for ensuring that all materials – whether created in-house or by vendors or partners – follow our brand visual identity and tone.

If you encounter a brand use situation that is not addressed in this guide, or if you have a question, help is available. Contact Egencia Brand Support at [email protected]. We will do our best to to respond within 24-48 hours to help you make sure your project follows Egencia brand guidelines.


ContentsWelcome to Egencia ...............................................................2The Egencia Mission ..............................................................4The Egencia Vision ..................................................................5Egencia’s Values ........................................................................6The Egencia Brand Promise ............................................7The Egencia Brand Narrative ..........................................7Egencia Brand Tone Guidance ......................................7Egencia Brand Personality Attributes ......................7You Are Egencia ........................................................................8Egencia Colors ............................................................................9The Egencia Logo .................................................................10The VIA Egencia Logo ....................................................... 11The Egencia Global Alliance Partner Logo .......12Alternative One-Color Logos ........................................13Logo Clear Space ..................................................................14The Egencia Bird ....................................................................15Logo Violations ........................................................................16Typography ..................................................................................17Photography ...............................................................................18Icon Elements ...........................................................................19Sales Collateral ....................................................................... 20Charts and Graphs ................................................................21PowerPoint Template ......................................................... 22Email Signature ....................................................................... 23Egencia Brand Support .....................................................24


The Egencia MissionTransform business travel by revolutionizing travel technology and service.


The Egencia VisionTo become the obvious choice for business travel for companies and individuals around the world.


Egencia’s Values•We live and breathe business travel We understand the mindset of the business traveler and strive to deliver solutions that surprise and delight them in an industry that often does not.

•We are enterprising We work together to make good decisions quickly and get things done. We believe innovation is the solution to complexity.

•Talent matters here We uncover potential and capability. We confront issues, identify opportunities, act, take responsibility — we learn. Through this, both our company and people grow.


The Egencia Brand PromiseBy leading the transformation of business travel, Egencia empowers our customers around the world to drive compliance and cost savings to their bottom line, while meeting the needs of the modern business traveler.

The Egencia Brand NarrativeWe live and breathe business travel. We understand the mindset of the business traveler and strive to deliver solutions and surprise and delight them in an industry that often does not.

Egencia Brand Tone GuidanceOur tone is approachable and conversational.

We connect with our audience through being authentic and real — copy should have a clear focus on the customer benefit. Be honest, direct, and stay away from buzz words and fluff.

EngagingSavvy

Trusted

Egencia Brand Personality Attributes

Approachable

Innovative

ForwardThinking

Respectful

Fresh


You Are EgenciaAs an Egencia employee, we live and breathe the brand every day. Each of us has a role in protecting and advancing the company’s reputation.

Whether in the office, or at play – be proud of where you work and be savvy about what you say. After all, word-of-mouth is the most powerful form of advertising.

Share the value of Egencia to your networks. Social is a great way – engage with Egencia on these five social networks:

Twitter

Facebook

LinkedIn

YouTube

Google+


Egencia ColorsThe Egencia color palette has been developed to support Egencia's visual brand identity as forward-thinking, engaging, fresh and approachable.

The primary identity palette consists of four colors:

•Egencia Gunmetal•Egencia Aqua•Egencia Green•Egencia Orange

The secondary identity colors are darker versions of the primary identity palette, and should only be used in conjunction with the primary identity colors. Do not substitute secondary or extended palette colors in place of the primary identity colors.

The Egencia logo palette consists of two colors:

•Egencia Gunmetal•Egencia Gold

Note that Egencia Gold is used only in the Egencia logo, and is not a primary, secondary, or extended brand palette color. Do not use Egencia gold as design element in any Egencia-branded materials.

Egencia

Logo Colors

Please note that Egencia Gold is used in the Egencia logo ONLY,

and is not used in any other way in Egencia branded materials.

106- 115- 123 | #6A737B11- 1- 0- 64

Pantone 431C | 432U

255-200-46 | #FFC82E0-22-91-0

Pantone 123C | 115U

56-66-74 | #36424A

77-62-53-42

Secondary

Identity Colors

0-117-143 | #00758F

89-43-33-6

102-136-0 | #668800

64-28-100-10

187- 34-0 | #BB2200

18- 98- 100-10

106- 115- 123 | #6A737B

11- 1- 0- 64

Primary

Identity Colors

0- 159- 194 | #009FC2

78- 19- 16- 0

141- 199-63 | #8DC73F

50- 0- 99- 0

242- 69- 34 | #F24522

0- 88- 99- 0

Extended

Palette

160- 166- 169 | #A0A6A9

40- 29- 29- 0

203- 204- 205 | #CBCCCD

20- 15- 15- 0

226-227-228 | #E2E3E4

10- 7-7-0

249- 250- 250 | #F9FAFA

2- 1- 1- 0

136- 221- 238 | #88DDEE

41- 0- 7- 0

187- 238- 85 | #BBEE55

30- 0- 83- 0

255- 187-170 | #FFBBAA

0- 32- 27- 0


The Egencia LogoThe Egencia logo consists of three elements:

•The Egencia bird, or graphic mark•The Egencia word mark•Theendorsement,“BusinessTravel•Expedia,

Inc.”In the primary Egencia logo signature, the word mark and endorsement are rendered in Egencia Gunmetal, and the graphic mark appears in Egencia Gold.

In the reversed logo signature, the word mark and endorsement are rendered in white, and the graphic mark is rendered in Egencia gold.

In both instances, the basic Egencia word mark is preserved, Egencia's new logo is updated with:

•A streamlined bird symbol with a consistent appearance across all media

•An updated endorsement line that reflects Egencia’s service as well as heritage

The Egencia logo can be used at a variety of sizes, presenting a unified identity across print and electronic media.

Reversed logo signature

Primary logo signature


The VIA Egencia LogoThe VIA Egencia logo also consists of three elements:

•The Egencia bird, or graphic mark•The VIA Egencia word mark•Theendorsement,“BusinessTravel•Expedia,

Inc.”In the primary VIA Egencia logo signature, the word mark and endorsement are rendered in Egencia Gunmetal, and the graphic mark appears in Egencia Gold.


The VIA Egencia logo can be used at a variety of sizes, presenting a unified identity across print and electronic media.




The Egencia Global Alliance Partner LogoThe Egencia Global Alliance (EGA) Partner logo adds the text “Global Alliance Partner” below the endorsement line of the Egencia logo.

In the primary EGA Partner logo signature, the word mark and endorsement are rendered in Egencia Gunmetal, and the graphic mark appears in Egencia Gold.


The EGA Partner logo is intended for the exclusive use of agencies with a contractual agreement with Egencia, to indicate their affiliation with Egencia. The EGA Partner logo should not be used by Egencia personnel.




Alternative One-Color LogosWhen two color reproduction of the Egencia logo is impossible due to cost or printing limitations, these single color signatures of the Egencia logo are acceptable.

One-color white logo signature

One color black logo signature

One-color gunmetal logo signature


Logo Clear SpaceTo protect the integrity and legibility of the Egencia logos, it is important to ensure they are clearly seen and not crowded or overpowered by any other graphic elements.

The logos must be surrounded by a clear space not less than height of the wordmark lettering.

x

x

x

x

x

x

x

x

x

x

x

x

x

x

x


The Egencia BirdIn certain instances, the Egencia bird may be used as a graphic element.

The rule of thumb is that the Egencia bird must be shown in proximity to the full logo. The Egencia bird must not look as if it has been taken apart from the logo.

The full logo acts as the endorser when using the Egencia bird as a graphic element.


Logo ViolationsIn order to build and maintain a strong perception of the Egencia brand, it is very important for all employees to use the Egencia logo correctly.

Here are common examples of incorrect usage of the Egencia logo.

Do not rearrange the logo elements. Do not change the size of logo elements. Do not distort the logo.

Do not use the logo without the endorsement. Do not change the colors of the logo elements. Do not use the logo without the Egencia bird graphic mark.

Do not place the logo over an inappropriate background color.

Do not place the logo over a busy image.

Do not use the logo in all gold.


Print collateral body, subheads, headlines and text highlights

Akzidenz-Grotesk Pro LightAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz123456789 ? $ @ , . “ ”

Print collateral headlines, subheads and text highlights

Akzidenz-Grotesk Pro MediumAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz123456789 ? $ @ , . “ ”

Print collateral headlines, subheads and text highlights (use minimally)

Akzidenz-Grotesk Pro BoldAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz123456789 ? $ @ , . “ ”

MS Office applications including Word, Excel, Outlook and PowerPoint

CalibriAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz123456789 ? $ @ , . “ ”

Web site and mobile applications

Helvetica NeueAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

123456789 ? $ @ , . “ ”

Print collateral subheads and text highlights

Akzidenz-Grotesk Pro RegularAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz123456789 ? $ @ , . “ ”

TypographyAkzidenz-Grotesk Pro is used for all Egencia print applications — a classic typeface that feels elegant but authoritative. There are four recommended weights: Light, Regular, Medium and Bold.

For body copy, Akzidenz-Grotesk Pro Light is preferred. Subheads, headlines and text highlights can be set in Akzidenz-Grotesk Pro Light, Regular or Medium. Akzidenz-Grotesk Pro Bold should be used only sparingly.

Calibri is Egencia’s preferred font for Microsoft Office applications including Word, Excel, PowerPoint and Outlook.

Helvetica Neue is Egencia’s preferred font for web site use and mobile applications.


PhotographyEgencia’s brand photography captures moments in the lives of business travelers, including scenes of both travel and work, as well as closeups of business elements.

At all times we want Egencia brand images to be accessible, authentic and real. Overtly ‘studio’ and posed shots should be avoided in favor of images showing people working, traveling or engaged in an activity.

Following these guidelines will convey Egencia’s fresh and modern voice through:

•Capturing authentic moments The photography should feel natural and approachable – never artificial, posed or staged.

•Selective focus Create depth and richness by selecting images where the object of importance is in focus, with the background blurred and indistinct.

•Metaphorical imagery Metaphorical images can also be used to illustrate an idea. These images should follow the same photographic approach as other Egencia brand images.

Expedia Stock PhotographyAccess stock photography, including Egencia brand images, through the Expedia Digital Asset Manager:

http://edam.expediapartnercentral.com


Icon ElementsUse Egencia iconography to illustrate both concrete and metaphorical concepts in a clear, visually interesting manner. Use as visual accents, background elements or to reinforce key points.


Sales CollateralWhen creating sales collateral, use approved Egencia collateral templates to ensure brand compliance, and to reinforce brand consistency.

Print templates are available in US letter and European A4 sizes. Each template features eight page layouts with a variety of column and sidebar options.

Online templates generate 16:9 widescreen aspect collateral formatted to fit most modern computer displays. The online template features five page layouts with a variety of column and sidebar options.

© 2013 Egencia, LLC. All rights reserved. Expedia, Egencia, and the Egencia logo are either registered trademarksor trademarks of Expedia, Inc. in the U.S. and/or other countries. CST #2083922-50

Page 1Egencia.com | 866 328-0110

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Subhead 12/14 pt Dark Gunmetal

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© 2013 Egencia, LLC. All rights reserved. Expedia, Egencia, and the Egencia logo are either registered trademarksor trademarks of Expedia, Inc. in the U.S. and/or other countries. CST #2083922-50

Page 2Egencia.com | 866 328-0110

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Master B-Front 2 Column + Sidebar | Title, 18 pt, White

Egencia print collateral templates available in US letter and European A4 sizes.

Egencia online collateral templates available in 9:16 online format.

© 2013 Egencia, LLC. All rights reserved. Expedia, Egencia, and the Egencia logo and Get Ahead are either registered trademarks or trademarks of Expedia, Inc. in the U.S. and/or other countries. CST #2083922-50 Page 1

866-328-0110

www.Egencia.com

Style: Intro Copy, 22/26 px, Dark Gun-metal. Lorem ipsum dolor sit amet, con-sectetur adipiscing elit. Praesent ultri-cies consequat massa.Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent ultricies consequat massa, in pharetra nisi tempor vitae. Maecenas eget nisl eros, a faucibus libero. Mauris aliquam, eros ut dapibus tincidunt, purus urna vulputate massa, sed faucibus augue nisi sit amet libero. Sed a enim lorem, non interdum enim. Nullam ut ipsum est. Etiam vel lacus vitae risus semper fermentum. Integer non mauris at magna condimentum tincidunt et nec eros.

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Master A-Front 2 Col + Sidebar | Style: Title, 36 px White

Style: Summary - Endorsement, 18 px

100% Gunmetal. Center aligned vertically and

horizontally.

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Subhead 18/22 px Dark Gunmetal


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© 2013 Egencia, LLC. All rights reserved. Expedia, Egencia, and the Egencia logo and Get Ahead are either registered trademarks or trademarks of Expedia, Inc. in the U.S. and/or other countries. CST #2083922-50 Page 4

866-328-0110

www.Egencia.com

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Master C-Interior 2 Columns + Sidebar | Style: Title, 36 px White

Style: Summary - Endorsement, 18 px

100% Gunmetal. Center aligned vertically and

horizontally.



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Charts and GraphsPlease use the Egencia color palette when creating charts and graphs, using simple shapes with solid fills, or 3-D shapes with simple shading. Avoid unnecessary gradients and complex patterned fills. The goal is the make the information clear and visually strong. Whenever possible include data labels to provide even more information.


PowerPoint TemplateIn an effort to provide a consistent identifiable look to our brand materials, we have put together a custom PowerPoint template to help you communicate with prospects and clients.

Shown are several examples of slides created with the PowerPoint template. Egencia brand colors are included in the template and are automatically used when creating charts and diagrams.

PowerPoint TipsReadabilityIncrease the readability of your presentation by using text colors that provide adequate contrast with the background color. Embrace White SpaceUsing white space as a design strategy helps reinforce our brand and communicate your information more effectively. FontsCalibri is the preferred font for PowerPoint. It should be used for your headlines, subheads, charts, graphs and body copy. Use bold sparingly.SlidesIdeally each slide is focused around a single concept or idea, but you may encounter instances where a complex subject requires more text, images or charts than fit neatly on a single slide. In these cases, it is preferable to add additional slides rather than making the text or elements so small they impair readability. ColorsPlease use Egencia brand colors in your presentations.


Email SignatureIn an effort to best represent Egencia, we are encouraging all employees to use the Egencia standard email signature.

Option 1

Name Last Name | Title | Department

Egencia ∙ Business Travel ∙ An Expedia, Inc. Company | www.egencia.com

[email protected] | Office: + (x) xxx xxx xxxx | Mobile:+ (x) xxx xxx xxxx

Option 2




Option 3 (without logo)





Egencia Brand SupportIf you encounter a brand use situation that is not addressed in this guide, help is available!

Contact Egencia Brand Support at [email protected]. We will do our best to help make sure your project follows Egencia brand guidelines.

brand guidelines - egencia 2013... · egencia brand guidelines april 2013 2 welcome to egencia...

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