hojo logo and design guidelines

5/21/2018 Hojo Logo and Design Guidelines

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logo and design guidelineseffective July 2011


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table of contents

logo overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

logo history. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

logo clear space requirements. . . . . . . . . . . . . . . . . 3

logo minimum size requirements. . . . . . . . . . . . . . . 3

logo colors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

acceptable logo color variations. . . . . . . . . . . . . . . 5

acceptable logo use on backgrounds. . . . . . . . . . . 7

logo usage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

exterior signage/tiered logo options. . . . . . . . . . 10

brand campaign section

typefaces. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

color palette. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

upper and lower case font usage . . . . . . . . . . 12

advertising copy points . . . . . . . . . . . . . . . . . . 12

tagline usage . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

hojo usage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

graphic dot usage . . . . . . . . . . . . . . . . . . . . . . . 14

additional logos. . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

outdoor billboards. . . . . . . . . . . . . . . . . . . . . . . . . . 16

d.o.t. highway signage. . . . . . . . . . . . . . . . . . . . . . . 17

van graphics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

letterhead, business cards

and envelopes. . . . . . . . . . . . . . . . . . . . . . . . . . . 19

rack cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

ad designs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

on-property collateral. . . . . . . . . . . . . . . . . . . . . . . 22

photography standards. . . . . . . . . . . . . . . . . . . . . . 23

interior and exterior signage standards. . . . . . . . 25

This logo and design guideline is to be referenced and followed when creating

marketing and advertising materials for Howard Johnson.

For questions about this guide, or for materials, please contact the OperationsSupport Desk at 1-800-221-6770. Materials are also be available on MyPortal.


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The Howard Johnson logo communicates the personality, promise and vision of the company. The

components of the logo are comprised of the roof arch graphic and the Howard Johnson signature

typeface. When used on consumer-facing advertising or marketing materials, the logo should always

be used in its complete form. The signature can appear alone, however the roof arch graphic cannot.

Howard Johnsonlogo overview

roof arch graphic

signature typeface

logo history

The brand was named for its founder, Howard Johnson. HoJo became a common nickname for the

brand in the US, and ultimately around the world.

Orange roofline reminiscent oftraditional Howard Johnsonsorange roof and logo colors

Sun rays (signifying energy andbright future); teal blue color

reminiscent of traditionalHoward Johnsons logo

Stylized globe (signifyinginternational brand presence)


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Howard Johnsonclear space requirements

Clear space and minimum size requirements are rules that help ensure the clear visibility and legibility

of a logo in all applications. These guides prevent the logo from being crowded by other graphics or

appearing in sizes too small to be legible.

X

XX

X

The Howard Johnson logo should not be used smaller than the measurements below for maximum

legibility in print and online applications.

1

Minimum width for

printed materials

300 pixels

Minimum width for electronic

and online formats

minimum size requirements


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The following color breakdown is to be used when reproducing the Howard Johnson logo in print.

(coated or uncoated stock)

full color:cymk and pantone spot color

pantone 021 orangec/ 0m/ 65y/ 83

k/ 0

pantone 2985 tealc/ 72m/ 0y/ 0k/ 0

pantone 315 dark tealc/ 100m/ 0y/ 15k/ 47

pantone 287 bluec/ 100m/ 69y/ 0k/ 11

Howard Johnsonlogo colors

PANTONE

287

PANTONE

021

PANTONE

2985

PANTONE

315


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Howard Johnsonacceptable logo color variations

one color logo

flat

two color logoflat

pantone 287 blue

pantone 021 orange

pantone 287 blue

pantone 021 orange

reversed logo

pantone 021 orange

(please refer to pantonecolor breakdown on theprevious page for other colors)


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Howard Johnsonacceptable logo color variations

grayscale logo

black and white logoflat

reverse logo


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Howard Johnsonacceptable logo usage on backgrounds

on white background

When printing the Howard Johnson logo on backgrounds, always make sure the logo stands out

clearly. Do not let the background detract from the logo.

on light color backgroundPlease note that there should

always be a white background

behind the window arch when

reproducing the logo on a colored

background.

use the reversed version

of the logo as shown when

reproducing on an orange

background


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Howard Johnsonlogo usage

logo lockup usage

When using the Howard Johnson logo, the Howard Johnson roof arch cannot be used alone.

However, the Howard Johnson type can be used by itself as a graphic element.

correct

incorrect

Do not change the proportion of the roof arch to the Howard Johnson type, as shown below.

incorrect proportions

Do not change the line below the logo from a straight line into a curvy line.


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Howard Johnsonlogo usage

do not use the Howard Johnson

logo on backgrounds with

clashing colors


logo on backgrounds with

busy, distracting details


logo with heavy or distracting drop

shadow effects

incorrect logo usage on backgrounds

When printing the Howard Johnson logo on backgrounds, always make sure the logo stands out

clearly. Do not let the background detract from the logo.


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The Plaza Hotel logo is to be used by Plaza Hotel

properties on permanent and/or exterior signage

only. The tiered logo is not used on marketing

communication materials, such as advertising,

sales literature, direct mail, property collateral

or stationery.

The Express Inn logo is to be used by Express Innproperties on permanent and/or exterior signage

only. The tiered logo is not used on marketing

communication materials, such as advertising, sales

literature, direct mail, property collateral or stationery

The Inn logo is to be used by Inn properties on

permanent and/or exterior signage only. The tiered

logo is not used on marketing communication materi

such as advertising, sales literature, direct mail, prope

collateral or stationery.

The Hotel logo is to be used by Hotel properties

on permanent and/or exterior signage only. The tiere

logo is not used on marketing communication materi

such as advertising, sales literature, direct mail, prope

collateral or stationery.

Howard Johnsonpermanent exterior signage/tiered logos

Logo artwork has been created for each of the Howard Johnson product tiers. This logo is to be

used on property exterior signage only. A property may use only the correct logo for its product tier,

as stated in the franchisee agreement.

PANTONE

Rubine Red

PANTONE

215

PANTONE

185

PANTONE

172

The font used used in the tier designations is Alexon.


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main body copy

Gotham Rounded BookABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789

main headline copy

Gotham Rounded BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789

alternate uses

Gotham Rounded Book ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789

Howard Johnsontypefaces

The Gotham Rounded typeface is used in all Howard Johnson consumer marketing communications.

When Gotham Rounded is unavailable, such as for online or corresponding applications, the typeface

Arial Rounded MT Bold is used. Gotham Rounded can be purchased from online type sources,

including Hoefler & Frere-Jones at www.typography.com.


color palette

The two main Howard Johnson colors to be used on advertising collateral and marketing materials

are the following orange and teal colors:

pantone 021U orange

c/ 0

m/ 65y/ 83

k/ 0

pantone 298C teal

c/ 72

m/ 6

y/ 4

k/ 0

This section outlines elements used in the current Howard Johnson go happy. go hojo.campaignThis campaign highlights the brands commitment to happy in all forms in an effort make the brandrelevant to guests of all ages while creating an atmosphere of ongoing guest delight that consistenexceeds expectations.


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Howard Johnsoncorrect upper case and lower case font usage

On consumer-facing advertising materials, be aware of the usage of upper and lower case fonts.

Headlines on advertising materials should always be set in lower case. Body copy is always set in

upper and lower case letters. You may refer to your property as hojo in lower case letters where

applicable.

come join howard johnson anaheim

for free ice cream this saturday!

example:

Thank you for 10 years of business in the community!

Come join us from 4pm to 6pm this Saturday at

Howard Johnson Anaheim to enjoy free ice cream.


headline is

always lower case

body copy is

always upper

and lower case

If you are going to use lower case letters in an advertisement, just keep it consistent. However

if you use a proper name, such as Harlem Globetrotters you may keep it all lower case in the

headline, yet use upper and lower case letters in the body copy.

advertising copy points or headlines

The following is a list of copy points that can be used for headlines and/or body copy points.

saving money makes you happy!

comfy beds makes you happy!

come in and be happy!


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Howard Johnsontagline usage

go happy. go hojo.

The go happy. go hojo. campaign message should be used separately from the Howard Johnson logo

It should be used as a stand-alone item on consumer-facing marketing materials. The letters are always

lower-cased. A registration mark should always be used on the first usage of the tagline on a page. The

tagline is always typeset in Gotham Rounded bold.

hojo usage

The following examples illustrate the correct and incorrect usage of the word hojo.

Rules:

1. hojo should always be one word, not two

2. dont use a hyphen

3. dont use a space between ho and jo.


hojo

HoJoHOJO

HojoHo-Joho-jo

Ho jo

Ho Jo

correct usage incorrect usage

Howard Johnson Anaheim Howard Johnsons Anaheim

Howard Johnsons Anaheim

howard johnson usage

When referring to a Howard Johnson property, it is never possessive or plural. Please see examples

below for the correct usage of listing a Howard Johnson property.

correct usage incorrect usage


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Howard Johnsongraphic dot usage

The happy dot pattern consisting of orange and teal dots (see color breakdown on page 9) can be used

as a border or graphic treatment on advertising materials and on-property collateral. It can be used eith

horizontally (as shown) or vertically. Refer to MyPortal for design elements. These supporting graphic

elements are to be used sparingly as a secondary design element, not as the main graphic. The happy

dot pattern can be used as a border at either the top, the bottom, or the side of the page. When using

the dot pattern, please make every effort not to clip the dots in half.

DO NOT run the graphic dot pattern

around all sides of an ad. Only put

the dots on one side.

INCORRECTusage of dots. DO NOT

clip the dots in half as shown.

CORRECTusage of dots

on a border. Note that dotare NOT cut in half.


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Howard Johnsonadditional logos

wyndham rewards logo

The Wyndham Rewards logo is used whenever the Wyndham Rewards program is referenced.It is printed in Pantone 285 Blue and Pantone Cool Grey 9. (Please see Wyndham Rewards Logo

Guidelines available from MyPortal for complete usage details.) High resolution logo artwork is

available on MyPortal.

rise & dine breakfast logo

The Rise & Dine logo is used on all consumer-faced signage and marketing materials that relate to

the Howard Johnson on-property complimentary breakfast. It is printed in full color.


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Howard Johnsonoutdoor billboards

Howard Johnson outdoor billboard designs utilize an orange background, white reverse type, and

the signature happy dots for visible branding. Outdoor billboard designs are available to be ordered

through www.markethojo.com. Directional billboards can be customized for your property and

delivered to the media of your choice.

happiness right around the corner.go right on Richardson.go happy. go hojo.

go happy. go hojo.go right on Richardson.

go happy. go hojo. at $59.99 a night.exit 47. right on Harris.


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Howard Johnsond.o.t. highway signage

Howard Johnson d.o.t. highway signage always uses the Howard Johnson non-tiered logo. The

Howard Johnson logo must be prominently featured in the center of the allotted space on all d.o.t.

signage.* Do not use any messages set in the Gotham font on d.o.t. signage. The logo may be

reproduced on either a white background or on the pantone 021 orange background.

LODGING EXIT 123

*Please note some state d.o.ts mandate different colors for backgrounds. In such

cases, a variance of the background color will be permitted.


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Howard Johnsonvan graphics

Vehicles act as mobile advertisement for the Howard Johnson brand. The following example provides

guidelines for the correct usage of the Howard Johnson graphics on a van.

phone number

& url

1-800-446-4656hojo.com

happy

dot graphic

hojo logo

hojo logo

(All information should be typeset in Gotham font.)

You may add

your propert

info here.

hojo logo

1-800-446-4656

hojo.com

phone number& url


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letterhead8.5x112 colorpersonalized

Howard Johnsonletterhead, business cards, and envelopes

Howard Johnson letterhead, business cards and envelopes must always utilize the licensed

Howard Johnson logo. The logo is positioned in the upper left-hand corner. All letterhead, envelopes,

and business cards should be personalized with the propertys address, phone number and pertinent

contact information. All stationery items can be ordered from a variety of vendors, including

www.markethojo.com or hojostore.com.

123 Your Street Your Town, ST 12345

Phone: (123) 456-7890 Fax: (123) 456-7890

email: [email protected]

123 Your Street

Your Town, ST 12345

123 Your street Your town, ST 12345P: (123) 456-7890 F: (123) 456-7890

[email protected]

happiness is my business.

hojo.com

1-800-I-GO-HOJOYour Name

Your Title

envelope9.5x 4.125

2 colorpersonalized

business cards3.5x 2full colorpersonalized


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turn your stay into

extraordinary rewards!

free high speed internet

free Rise & Dine breakfast

earn extra Wyndham Rewards points!

go happy. go hojo.

.

Howard Johnsonrack cards

Howard Johnson rack cards can be ordered from www.markethojo.com. The rack card is designed

to include property specific information, address, map, services, area attractions, and property

photos. All rack cards can be ordered from a variety of vendors, including www.markethojo.com

or hojostore.com.

go happy. go hojo.

your hotel name

your street address

your town

city, state 00000

000-000-0000

custom rack card4 x 9full colorpersonalized

Your

amenitie

here.

Your

property

info here.


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Howard Johnsonad designs

Howard Johnson ad templates are available from www.markethojo.com. These are standard

advertisements customized with your propertys information, amenities and photographs.

hojo.com

1800IGOHOJO

We proudly welcome Wyndham Rewardsmembers. wyndhamrewards.com

*Rise & DineBreakfast available at most locations. All Howard Johnson Hotels are independently owned and operated. 2011 Howard Johnson International, Inc. All Rights Reserved.

go happy.go hojo.

amenities that

make you happy! free Rise & Dine breakfast*

free high speed internet

ability toearn extra Wyndham Rewards points!

amenity here

amenity here

amenity here

your address

your city, state 00000

000-000-0000

Your

property

amenities

and info

here.


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go happy.

go hojo.SM

Amenities that make you

happy!

*At participating properties.

free high speed internet*

free Rise & Dine breakfast*

ability toearn extra

Wyndham Rewards points!

Howard Johnsonon-property collateral

Howard Johnson provides a variety of on-property collateral materials, including keycards, keycard

holders, do not disturb door hangers, notepads, comment cards, EarthSmart bedcards, and forget

something? cards. All of these materials and more can be ordered from either www.markethojo.com

or hojostore.com.

123 Your Street Your Town, ST 12345

Phone: (123) 456-7890 Fax: (123) 456-7890


happy now.please do

not disturb.favor de no molestar.

happyno

w.

pleasedo

notdisturb.

favordenom

olestar.

go happy. go hojo.go green.

by

Please see reverse for ways you can go green!


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Howard Johnsonphotography standards

Howard Johnsons approved photography vendor is VRX Studios and through your DOS, we are happy

to help you coordinate any photo needs you may have. These property images are for placement on

hojo.com as well as other supported distribution channels and media. It is important to the brand to

have high quality, updated photographs on our website to attract consumers. All photos must be takenby VRX so we can be assured that we will maintain a consistent quality look and feel.

VRX Studios Pricing

The cost for a full shoot is $1,375. If you only need a few shots because of a renovation, the cost of a

partial re-shoot is $400 plus $100 per location.*

In certain circumstances, a waiver may be granted however you must contract a professional photographe

with architectural experience. The photographers portfolio must be approved by the brand prior to

the shoot. The photographer must also agree to sign a photography release agreement providing

Howard Johnson the sole rights to all the photographs.

Per our brand standard, the photos taken must meet the standards specified below.

The following photos are needed to comply with this standard:

2 standard rooms

1 lobby/front desk

1 bathroom

1 exterior

1 breakfast area if offered by the property

1 swimming pool if offered by the property

1 exercise facility if offered by the property

1 meeting room if offered by the property

1 restaurant if offered by the property

Guidelines:

No people in the photos

No toilet seat in the bathroom shot (must show the vanity, but can include the showe

Photos must show depth of space (i.e. a room shot should not focus on the bed,

but the whole room)

Televisions must be off

No vertical photos

No panoramic photos

No night photos

No photos showing weather elements (e.g. snow, puddles, etc.)

unless appropriate to destination

No photos showing any items that are not normally included with the room

(e.g. flowers, breakfast tray, laptop, etc.)


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Howard Johnsonphotography standards

Post-Production

Image Resolution

The photos must meet minimum specifications, such as being shot for 8x10 inch size, 150-300DPI digital

images and converted and delivered at 72DPI in JPEG or BMP file format without password or other protec

Sizing Specifications

125 x 95 (Web Thumbnail)

338 x 257 (Web)

902 x 600 (High Resolution- Print ready)

Please contact your Director, Operations and Support with a written request and approval to schedule

a photo shoot with VRX Studios.

*Pricing subject to change.


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Howard Johnsoninterior and exterior signage standards

For questions about interior signage standards, please contact either:

American ImageJackie Goetschius

45 West Broad St. Bergenfield, NJ 07621

phone: (800) 385-9223 x801

fax: (201) 384-5185


website: www.ahsign.com

or

Graphic Systems Daina Edmonon-Bailey

[email protected]

(316) 267-4171

For questions about exterior signage standards, please contact:

Hotel Integration Team at 866-446-8357

All logo guidelines previously addressed in this document should be followed for exterior signage.

hojo logo and design guidelines

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