Radisson SAS Hotels · 2008-04-28 · Opere ops tam prenda contineo. Addo ymo xiphias Heidelberg...

Radisson SAS Hotels

2007 Campaign Manual

Radisson SAS Hotels

2

The brand’s message

Radisson SAS operates by the motto “HOTELS THAT LOVE TO SAY YES”. This describes the spe-cial relationship between the hotel and its guests, who receive more and get better service here than in other hotels. The 2007 campaign orches-trates this philosophy and is the template for all future communication methods.

Campaign Manual

Radisson SAS Hotels

�

Campaign Manual

This manual lays down the rules which ensure the consistent and unmistakable appearance of the Radisson SAS brand. The correct and diligent application of these rules is binding for all designers.

Design guidelines

Radisson SAS Hotels

�

Campaign Manual

Introduction

The brand’s message ..................................2Design guidelines .........................................�

Radisson rooms

Overview ......................................................5Elements and composition ........................7The composition .........................................7

Step by step guideThe right logo ..............................................8Format and size of logo .............................9Initialising a document............................. 10Placement of the logo ............................. 11Placement of the elements .................... 1�Placement and site of the contact data ....................................... 1�Placement of the headline ...................... 15The typography ......................................... 16

Headlines.................................................... 17Typography and rhythm .......................... 18Body copy .................................................. 19Placement of the watermark ................. 20Format adaptation .................................... 21Landscape adaptation .............................. 22Portrait adaptation ................................... 2�Special formats ........................................ 2�Special furniture........................................ 25

Radisson citys

Overview ................................................... 26

BasicsThe sky ....................................................... 28The colours ............................................... 28The skylines ............................................... 29

GuidelineIn general ................................................... �0Placement of the logo ............................. �2Placement and site of the contact data ....................................... ��Placement of the headline ...................... ��Placement of the watermark ................. �5Format adaptation .................................... �6

Imprint ........................................................ �7

Index

Campaign Manual Radisson SAS Hotels

5

Radisson rooms

Overview

te pia fructuarius Graviter.

Ceo, ruo

Opere ops tam prenda contineo. Addo ymo xiphias Heidelberg Lactuca, nex in congruens, ruo lego.

00800 3333 3333radissonsas.com


7

Elements and composition

The campaign’s motifs transmit a unique senti-ment – also through an unusual blend of illustra-tion and photography. Different elements work in unison, and thereby each fulfils an important function.

The composition

The background of every motif consists of an illustration. Only one photographed individual – a guest of the hotel – may be pictured per motif. The individual integrates themselves into the illustrated surroundings through their posture and reflected lights. This also applies to the textual elements. They must be harmoniously integrated into the picture’s make-up.

Radisson rooms


8

Using the following example of an A� landscape format, the composition of the communication media to be adapted can be followed. All headline and bodycopy text is dummy text.

The right logo and the right colours

A colour or a black-and-white version of the logo can be applied. The printing process determines the particular version.Only in exceptional cases may a logo with the hotel location be used.

Both versions are only intended to be used on photographic and illustrative backgrounds.

Logo cmyk

Logo black and white

SAS Blue (Process �c)C=100 %, M=80 %, Y=0 %, K=0 %

BlackK=100 %

Radisson rooms Step by step guide


9

Format and size of logo

According to the Radisson SAS Corporate Design Guidelines (Logo and Application, Chapter 2.2.1), the logo’s size is derived from the paper’s format (width x height). When using extremely large or small formats the longest side should be used as an orientation point. Alongside are all the logo’s approved repro-duction sizes.

The logo’s minimum width should not be below 28 mm. The scaling of the logo is always propor-tional. Distortions are not allowed.

Paper size Measurement Size of SAS box Overall Logo with

A0 8�0 x 1189 �� 2�8

Poster Size 700 x 1000 �8 212

A1 59� x 8�0 �1 175

A2 �20 x 59� 22 12�

A� 297 x �20 15 87

A� Portrait 210 x 297 11 62

A� Landscape 297 x 210 12 67

A5 Portrait 1�8,5 x 210 8 �5

A5 Landscape 210 x 1�8,5 11 62

M65 Portrait 100 x 210 8 �5

M65 Landscape 210 x 100 10 56

A6 Portrait 105 x 1�8,5 7 �9

A6 Landscape 1�8,5 x 105 8 �5

Minimum size 5 28

All measurements in mm



10

Document edge

Document grid

Baseline grid

SAS SAS box in mm

Example: A� landscape (297 x 210 mm)

SAS

Initialising a document

Applicable to the A� format (297 x 210 mm): Logo width: 67 mmSize of the SAS box: 12 x 12 mmDocument edge: 12 mmBaseline grid: start at 0 mmBaseline grid increment every: 12 mm/� = � mmDocument grid: every 12 mm, � subdivisions



11

SAS

Example: A� landscape (297 x 210 mm)Placement of the logo

- The logo is always positioned in the bottom right-hand corner of the format

- The logo is surrounded by an invisible protected area

The protected area = size of the SAS box (for A� landscape = 12 mm)


Document edge

Document grid

Baseline grid

SAS SAS box in mm


12

Placement of the logo

The following rules apply:- The logo is always positioned in the bottom right-hand corner of the format

- The background should be calm and build sufficient contrast

- The size is a result of the format (see Table, page 9)

- The distance to the edge is defined by the SAS box

- Mind the protected area of the logo (no text should infringe this area)

A� landscape (297 x 210 mm) equals logo with 67 mm, SAS box 12 mm



1�

Placement of the elements

General rules:- Use the page layout when inserting content- Text cannot be placed in cluttered areas of the illustration

- Placing elements on the model, the skyline or the interior are not allowed

- Texts and numbers can be manually justified (Microtypography)

- The tracking of the type cannot be changed




1�

Placement of the call to action

The following rules apply:- The contact data is always positioned in the bottom left-hand corner (distance from edge: one SAS box)

- At a maximum two lines, the telephone number is in the first line, beneath it the Internet address

- The size results from the logo size or from the distance of the SAS ascender to the baseline “HOTELS THAT LOVE TO SAY YES”

- Telephone number and Internet address should constitute one block

- The slug is always � ptFor single-line contact data, the baseline and the logo’s baseline are equal. The median, or x-height, is defined through the descender height of the “R” in the Radisson logo.

� pt




15

Placement of the headline

General rules:- Text should not be placed in documents safety

- Text cannot be placed in cluttered areas of the illustration

- Placing text on model or interior is not allowed

- Placing text on skyline should be avoided- Double-paged adverts shouldn‘t have text

running across the gutter.

The proportions and typographical guidelines page 16 to 19 should be followed.




16

The typography

Corporate font is “Gill Sans”. In the 2007 cam-paign, only the crop “Gill Sans light” allowed. This also applies to all text types occurring therein. Gill Sans light

Lorem ipsum dolor sit amet. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !“§$%&/()=? @€

Font: Gill Sans lIght



17

Headlines

The headlines are composed rhythmically. Key words are thereby larger than filler words. The parts of the sentence are arranged one beneath the other and slightly pushed against one another in a maximum of three lines and three sizes. The vertical axes should coincide. The proportions result from the logo’s size and therefore the size of the format.

Information:The font Gill Sans light negative – white – is in all print products on the illustration. In the frame, the font Gill Sans light black is on a white background. Opere ops tam prenda contineo. Addo ymo xiphias

Heidelberg Lactuca, nex in congruens, ruo lego os.


Ceo, ruo



18

Typography and rhythm

The headlines are aligned to the baseline page layout (A� landscape = 12 mm/� = � mm).We normally differentiate between two, at a maximum three, headline sizes: large, medium and small. The weighting (sizes) of the individual lines results from the content and intonation.

Large = 2 to � x SAS box = 2� mmMedium = 70 % of the large headline = 16.8 mmSmall = 50 % of the large headline = 12 mm

Only one font size is to be used on any one line.The indentation/positioning of the headline lines orientate themselves to the SAS box size. One tab, one SAS box (12 mm).

Tip: millimetre sizes (mm) rather than point sizes (pt) can be directly entered into Indesign.

0 12 2� �6 mm Tabulator


6 mm

� pt

� mm

� mm

� mm

Opere ops tam prenda contineo. Addo ymo xiphias Heidelberg Lactuca, nex in congruens, ruo lego os.


Ceo, ruo



19

Body copy

Ideally, the body copy will not be longer than two lines, at a maximum not more than four.

Body copy = half the size of an SAS box (6 mm) with � pt slug. The first line is aligned to the baseline grid. The body copy seeks a possible vertical axis of the headline.

For body copy with more than 2 lines, every second line should be in indention.

6 mm

6 mm� pt

� mm

� mm

� mm

2. Line

1. Line Opere ops tam prenda contineo. Addo ymo xiphias Heidelberg Lactuca, nex in congruens, ruo lego os.


Ceo, ruo




20

Placement of the watermark

The watermark is a design element used in the communication of the Radisson SAS Hotels. Its size must not be distorted or overproportion-ally enlarged or reduced.

The following rules apply:- It is always aligned horizontally- The height correlates to a SAS box- The surface should be calm- The watermark is a part of the surface and corresponds with it in colour (tonal value)

- The watermark is never above or below the text, otherwise the readability suffers

- Preferably the watermark is in the bleed- The watermark looks to connect with the illustration (visual lines and directions)

- Placing the watermark on the model or the skyline is not allowed




21

Format adaptation

There are two template documents (A�) for the campaign’s adaptation to additional formats. One document is available for both the portrait and landscape formats. Other formats can be achieved through cutting and proportionally reducing or enlarging the document.

Special formats begin with a ratio of 2 to 1 or when the ratio of the long and short side exceeds two. For the adaptation of extreme portrait or land-scape formats, a special adjustment must be made to the illustration.

A� landscape (297 x 210 mm) trimmed to 297 x 170 mm

switch to portrait format



22

Landscape adaptation

Preferably, the illustration should be completely visible. The illustration’s most important areas should remain intact – in other words indi-viduals and posture, interiors, curtains, skyline. Illustrations must not be distorted or reflected.The document should be composed using the preceding rules.

A� landscape (297 x 210 mm) trimmed to 297 x 1�8,5 mm


Not allowed.Ratio of 2/1 is achieved

(Page 2�)


2�

Portrait adaptation

Preferably, the illustration should be completely visible. The illustration’s most important areas should remain intact – in other words indi-viduals and posture, interiors, curtains, skyline. Illustrations must not be distorted or reflected.The document should be composed using the preceding rules.

A� portrait (210 x 297 mm) trimmed and scaled to 170 x 297 mm

Switch to landscape format



2�

A� portrait (210 x 297 mm) trimmed and scaled to 1�8,5 x 297 mm

Not allowed.Ratio of 2/1 is achieved


Special formats

Special formats begin with a ratio of 2 to 1 or when the ratio of the long and short side exceeds two. For the adaptation of extreme portrait or landscape formats, a special adjustment must be made to the illustration.


25

A� portrait (210 x 297 mm) trimmed and scaled to 170 x 297 mm

Special furniture

During the adaptation of critical motifs, furniture cannot be moved or adjusted. This is necessary so that the surface is calm and the logo as well as the contact data can be correctly positioned. The furniture is located on an extra layer in the sample document and should only be used in case of an emergency.



26

Radisson citys

Overview

00800 3333 3333radissonsas.com

quam finio re.Iter Succumbo vis Effor per Algeo confingo. Fas me Prosper sol impleo quasi imago im.

Essus iam socius ymo


28

The sky

In the sky, two light sources always meet. They symbolize the time in the hotel – between sunrise and sunset.

The colours

The elementary hues can be varied through runs, mixtures and transparencies. These variations extend circularly and are evocative of light refractions.Four colour palettes exist. These are each allocated to a city.

Berlin Brussels

London Paris

Radisson citys Basics


29

The skylines

The skylines show the urban surrounding of the hotel ambience. This horizon strengthens the spatial depth of the respective motif.

Please find template for illustration in portrait, landscape and extrem landscape on the CD.

Berlin Brussels

London Paris

� Citys

Citys landscape format

Radisson citys Basics


�0

In general

The documents grid and the baseline grid is build on the same principles as the room motifs. (Page 8, Step by step guide).

Radisson citys Guideline


�1

In general

- Use the page layout when inserting content- Text cannot be placed in cluttered areas of the illustration or the city icon

- Texts and numbers can be manually justified (Microtypography)

- The tracking of the type should not be changed extremely

The city icons should not be cropped or be in the bleed. Always show as much as possible.



�2

Placement of the logo

The following rules apply:- The logo is always positioned in the bottom right-hand corner of the format

- The background should be calm and build sufficient contrast

- The size is a result of the format (see Table, page 9)

- The distance to the edge is defined by the SAS box

- Mind the protected area of the logo (no text should infringe this area)



��

Placement and site of the contact data

The following rules apply:- The contact data is always positioned in the bottom left-hand corner (distance from edge: one SAS box)

- At a maximum two lines, the telephone number is in the first line, beneath it the Internet address

- The size results from the logo size or from the distance of the SAS ascender to the baseline “HOTELS THAT LOVE TO SAY YES”

- Telephone number and Internet address should constitute one block

- The slug is always �ptFor single-line contact data, the baseline and the logo’s baseline are equal. The median, or x-height, is defined through the descender height of the “R” in the Radisson logo.



��

Placement of the headline

General rules:- Text should not be placed in documents safety

- Text cannot be placed in cluttered areas of the illustration

- Placing text on city icons or skyline is not allowed

- Double-paged adverts shouldn‘t have text running across the gutter.

The proportions and typographical guidelines page 16 to 19 should be followed.



�5

Watermark

The watermark is a design element used in the communication of the Radisson SAS Hotels. Its size must not be distorted or overproportionally enlarged or reduced.

The following rules apply:- It is always aligned horizontally- The height correlates to a SAS box- The surface should be calm- The watermark is a part of the surface and corresponds with it in colour (tonal value)

- The watermark is never above or below the text, otherwise the readability suffers

- Preferably the watermark is in the bleed- The watermark looks to connect with the illustration (visual lines and directions)

- Placing the watermark on the city icon or the skyline is not allowed



�6

Format adaptation

General rules:- Height of city icon should not be trimmed

(should be 100 %)- Adjustment is only permitted in width- Both light sources should be kept

switch to portrait format


Radisson SAS Hotels · 2008-04-28 · Opere ops tam prenda contineo. Addo ymo xiphias Heidelberg...

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Transcript of Radisson SAS Hotels · 2008-04-28 · Opere ops tam prenda contineo. Addo ymo xiphias Heidelberg...