American Society of Travel Advisors

Brand Guide

Brand

ASTA’s brand reflects the value proposition it offers to its key stakeholders (members, consumers, and policymakers) and embodies the energy, vibrancy, and momentum of the travel advisor industry.

The ASTA brand is:

VIBRANT ENERGETIC MODERN AUTHORITATIVE TRUSTED

Audience

The ASTA brand was developed to effectively serve three distinct audiences: MEMBERS: ASTA members and potential members, corporate travel advisors, leisure travel advisors, and independent and small business network travel advisors.

CONSUMERS: Leisure travelers (from general and specific leisure traveler niches, such as LGBT individuals, solo women, and millennials), business travelers, and small and medium-sized businesses.

POLICYMAKERS: Legislators and influencers.

ASTA’s tagline — We’ll take you there — works in concert with the logo. It is energetic, declarative, aspirational, and works across all stakeholder audiences.

Logo

ASTA Brand Guide

4

Primary logo (horizontal)

ASTA’s logo was developed to embody the ideals of ASTA and of the travel advisor industry. The logo is:

PMS: 5285c CMYK: 41, 36, 22, 0 RGB: 143, 141, 158 Hex: #8F8D9E

Vibrant. Travel is vibrant and adventurous — the logo’s energetic color palette embodies this vibrancy.

Memorable. The logo is simple, yet bold. This balance is intentional — it is designed to create a strong first impression and be easily recognizable.

Soleil Light Soleil Bold

Sansation

Authoritative. ASTA represents the very best that the

PMS: 7710c CMYK: 76, 10, 24, 0 RGB: 0, 171, 190 Hex: #00ABBE

travel industry has to offer. For this reason, the logo serves double duty: It’s the face of the ASTA brand, but it is also intended to serve as a seal of approval.

Adaptive. Travel transports you and enables you to experience new adventures in foreign places. The logo was designed to capture this diversity of experience.

In the logo’s transparent form, it takes on the attributes of its environment.

Secondary logo (vertical)

Secondary logo (seal + tagline)

Logo COLOR USE The color version of the ASTA logo should be used whenever possible and should always be placed on a white background.

If the knockout version of the logo needs to be used, it should be placed on the teal background to maintain brand consistency.

In certain cases, a black version of the logo may be used if the vendor is limited to a black and white color palette.

ASTA Brand Guide

5

Logo

ASTA Brand Guide

CLEAR ZONE To protect the ASTA identity and ensure that the logo is

Clear zone

consistently displayed to best effect, always place a clear zone of one-half inch around the logo. Text, graphics, images, or additional logos should be placed outside of this zone.

MINIMUM SIZE The minimum size of the logo is based on the ASTA seal, which must be at least one-half inch high to ensure legibility of the entire logo. When sizing the logo, pay special attention to resizing the logo proportionally to avoid altering its appearance.

Minimum size

.5�

.5�

6

Logo

ASTA Brand Guide

INCORRECT USE (Horizontal) The ASTA logo is a valuable communications asset.

Using it correctly will ensure that it is always displayed clearly and prominently. The ASTA logo must always be reproduced from master digital artwork. No attempt should ever be made to redraw or modify the logo in any way. If an additional version of the logo is required or the need for an entirely different composition is identified, please contact the ASTA communications team for

Do not place over an image

Do not modify the color

guidance. Errors in usage, however small, will collectively erode the overall effectiveness of the logo and reduce the integrity and impact of the brand. Some common mistakes are shown.

Travel Advisors

Do not modify the typeface

Do not distort

Do not add elements

Do not modify the elements

7

Logo

ASTA Brand Guide

INCORRECT USE (Vertical)

Do not place over an image

Do not modify the color

Travel Advisors Do not add elements

Do not distort

n

y of Trav el ciet A So rs iso dv

Ame ric a

Do not modify the typeface

Do not modify the elements

8

Logo PREMIUM MEMBER LOGO Only premium members are permitted to use this version of the logo. The logo usage rules outlined on pages 5-8 also apply to this logo.

Note: For the “Premium Member�part of the logo, the Myriad Pro Bold SemiCondensed Italic font was used.

It should only be used for this logo and any other logos specifically mentioned in this guide.

ASTA Brand Guide

9

Logo

ASTA Brand Guide

CHAPTER LOGO Only chapter members are permitted to use this version of the logo. The logo usage rules outlined on pages 5-8 also apply to this logo.

Primary logo (horizontal)

Secondary logo (vertical)

10

Logo

ASTA Small Business Network

The ASTA Small Business Network is an important component of the ASTA brand. It is thus important that the ASTA Small Business Network logo be employed correctly. The logo usage rules outlined on pages 5-8 also apply to this logo.

Note: For the “formerly NACTA�part of the logo, the Myriad Pro Semibold SemiCondensed Italic font was used. It should only be used for this logo and any other logos specifically mentioned in this guide.

ASTA Brand Guide

11

Logo

ASTA Brand Guide

ASTA Small Business Network

CHAPTER LOGO Only ASTA Small Business Network chapter members are permitted to use this version of the logo. The logo usage rules outlined on pages 5-8 also apply to this logo.

Note: For the “Chapter� part of the logo, the Myriad Pro Bold SemiCondensed Italic font was used. It should only be used for this logo and any other logos specifically mentioned in this guide.

Primary logo (horizontal)

Secondary logo (vertical)

12

Logo

ASTA Brand Guide

TravelSense

TravelSense.org is the public-facing arm of the ASTA

13

Sansation Bold Font

brand. It is thus important that the TravelSense.org logo is employed correctly.

The color version of the TravelSense logo should be used whenever possible and should always be placed on a white background. If the knockout version of the logo needs to be used, it should be placed on the teal background to maintain brand consistency. In certain

PMS: 7710c CMYK: 76, 10, 24, 0 RGB: 0, 171, 190 Hex: #00ABBE

cases, a black version may be used if the vendor is limited to a black and white color palette. The stacked version shown on the bottom of this page should only be used for social media profile photos. It should not be altered in any other way.

For social media use only!

PMS: 5285c CMYK: 41, 36, 22, 0 RGB: 143, 141, 158 Hex: #8F8D9E

PMS: 032c CMYK: 0, 90, 68, 0 RGB: 239, 64, 77 Hex: #EF404D

Tagline

ASTA Brand Guide

The tagline may be used with the primary ASTA branding, ASTA Small Business Network, and TravelSense.org.

COLOR The “We’ll take you there” tagline should always be in ASTA red on a white background, unless there is a need for the black or knockout version.

FONT When the tagline is used in designed pieces (anything besides an email or Word document), an EPS file (or other appropriate file types) should be used for consistency. The font and color info is provided to the right.

PHOTOGRAPHY The tagline may be placed on a photograph only if there is sufficient clear space in the photo and proper contrast is used.

Market Pro Regular Font

PMS: 032c CMYK: 0, 90, 68, 0 RGB: 239, 64, 77 Hex: #EF404D

14

Tagline

ASTA Brand Guide

The tagline is a flexible design element that may be used in a variety of ways.

Tagline + logo. When paired directly with the ASTA logo, the tagline should be placed underneath the logo and sized proportionally. This placement should be used only when space is limited. In most cases, it is best to separate the tagline from the logo as shown in the poster on the far right.

Tagline as a header. The tagline may be used as a large header with supporting copy underneath. The supporting copy should be styled in the Soleil font, using a smaller font size than the tagline to ensure a well-balanced layout.

Tagline in the footer. The tagline and logo may also be used in the footer as separate elements.

The logo should be placed on the left and the tagline on the right.

Large tagline, used as a header.

Travel transports you. It takes you to new places.

It exposes you to new cultures and traditions.

Travel transports you. It takes you to new places. It exposes you to new cultures and traditions.

Small tagline, used separately from the logo in the footer.

15

Color

Color

Travel is vibrant and adventurous, so the brand

ASTA Brand Guide

17

Secondary color palette

Primary color palette

employs an energetic color palette to reflects these traits. The primary color palette should be paired with large amounts of white space to maintain a modern and fresh look. The secondary color palette should be used minimally and strategically.

PMS: 7710c CMYK: 76, 10, 24, 0 RGB: 0, 171, 190 Hex: #00ABBE

PMS: 5285c CMYK: 41, 36, 22, 0 RGB: 143, 141, 158 Hex: #8F8D9E

PMS: 032c CMYK: 0, 90, 68, 0 RGB: 239, 64, 77 Hex: #EF404D

PMS: 7694c CMYK: 100, 65, 25, 35 RGB: 0, 67, 104 Hex: #004368 PMS: 2925c CMYK: 76,31, 0, 0 RGB: 42, 145, 207 Hex: #2A91CF PMS: 1645c CMYK: 0, 70, 73, 0 RGB: 243, 112, 78 Hex: #F3704E PMS: 109c CMYK: 0, 20, 100, 3 RGB: 247, 196, 7 Hex: #F7C407 PMS: 376c CMYK: 42, 0, 100, 3 RGB: 155, 198, 56 Hex: #9BC638

Typography

Typography

ASTA Brand Guide

19

Clean typography, typeset with care to ensure legibility and approachability, is a cornerstone of the application of the ASTA brand.

SOLEIL (primary font) ASTA’s primary font was picked for it’s simple, dynamic, and modern letterforms. It offers a wide range of applications for print and web.

MARKET PRO (secondary font) This font was picked for its approachable and friendly nature. It should only be used for the “We’ll take you there” tagline and to place emphasis on a single word

Sample paragraph

WIN A TRIP TO EUROPE! Enter for a chance to explore the extraordinary countries of Italy, Germany, and Switzerland.

Soleil Semibold

Step back in time and learn about the

Soleil Light

history and take a moment to enjoy the

within a paragraph. It should be used in conjunction

many unique cultural experiences to

with the Soleil font.

guarantee memories that last a lifetime .

ACUMIN (secondary font) The Acumin condensed font family provides versatility for headlines and large displays and provides a nice balance when paired with the Soleil and Market Pro fonts.

SANSATION (logo use only) The Sansation font is used in the ASTA and TravelSense logos. It should not be used for anything else.

Acumin Pro Extracondensed Black

Market Pro

Typography

ASTA Brand Guide

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Soleil Light]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Soleil Light Italic]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Soleil Book]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Soleil Book Italic]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Acumin Pro ExtraCondensed Light ]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Acumin Pro ExtraCondensed Light Italic]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Acumin Pro ExtraCondensed Regular]

[Acumin Pro ExtraCondensed Regular italic]

[Soleil Regular]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Soleil Regular Italic]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Acumin Pro ExtraCondensed Medium]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Soleil Semibold]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Acumin Pro ExtraCondensed Medium Italic]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Soleil Semibold Italic]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Acumin Pro ExtraCondensed Semibold]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Soleil Bold]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Acumin Pro ExtraCondensed Semibold Italic]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Soleil Bold Italic]

[Acumin Pro ExtraCondensed Bold]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Soleil Extrabold]

[Acumin Pro ExtraCondensed Bold Italic]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Soleil Extrabold Italic]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Acumin Pro ExtraCondensed Black]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Acumin Pro ExtraCondensed Black Italic]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Market Pro Regular]

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

[Market Pro Bold]

20

Photography

Photography

Photographs used in ASTA materials should be vibrant and showcase travel in action. Use of stiff, posed, or stock images is discouraged, as they do not align with the ASTA brand. Photographs should also represent ethnic, gender, age, and geographical diversity.

ASTA Brand Guide

LEISURE TRAVEL ASTA is in the business of providing unique and tailored travel experiences; this should be captured in any photography that is employed in ASTA collateral. Avoid typical shots of famous landmarks that are overused in travel advertising. Instead, employ more unique and interesting photography that better speaks to the ASTA travel experience. For example, instead of the Taj Mahal, show a couple perusing an Indian spice market; instead of an aerial view of the Eiffel Tower, show a couple enjoying a picnic in front of it.

CORPORATE TRAVEL Corporate travel photography should look professional, polished, and convey ease of travel.

However, it should also convey that corporate travel doesn’t have to be work; it can still offer unique experiences and be enjoyable. Avoid clichÊ photos of serious board meetings, people strictly clad in suits, and photographs that only employ gray and neutral tones.

22

Photography

Leisure Travel

ASTA Brand Guide

23

Photography

Corporate Travel

ASTA Brand Guide

24

Photography

ASTA Brand Guide

Leisure

Capturing photographs in a circle is a great way to reinforce the ASTA brand. However, careful consideration should be given to the selection of photos to be placed within the circle: •

Avoid busy images with too much detail.

•

Select images that are dark or more

asta

asta asta

saturated to ensure that the white ASTA logo pops.

•

When employing this treatment, only place the circle with the white ASTA overlay on a white background to maintain a clean and modern look.

asta

asta Corporate

asta

asta asta

25

Applications

Social Media

ASTA Brand Guide

ASTA Facebook Desktop

Facebook Mobile

YouTube Desktop

YouTube Mobile

Twitter Desktop

Twitter Mobile

The ASTA social media pages are member-facing. Posts should be designed and written with members in mind.

To keep the ASTA brand consistent across all social media channels (Facebook, Instagram, Twitter, and YouTube), the employed profile and cover photo should be the same (crop and adjust position the photo as needed to accommodate the unique size requirements of each channel).

PROFILE PHOTO Only the ASTA seal should be used for the profile photo for maximum readability in the small space.

COVER PHOTO Since the cover photo will crop differently on all social media channels (YouTube will have three different crops according to the device on which a user is viewing the ASTA channel), it is best to employ a photo that zoomed out and not too busy.

Avoid placing any copy or logo over the cover photo.

Any important information should be communicated in a post.

TIP: Always check how the cover photo looks on both desktop and mobile because different cropping occurs.

27

Social Media

ASTA Brand Guide

TravelSense

The TravelSense social media pages are consumerfacing. Posts should be designed and written with

Facebook Desktop

consumers in mind. To keep the ASTA brand consistent across all social media channels (Facebook, Instagram, Twitter, and YouTube), the employed profile and cover photo should be the same (crop and adjust position of the photo as needed to accommodate the unique size requirements of each channel).

PROFILE PHOTO Only the TravelSense stacked logo should be used for the profile photo for maximum readability in the small space.

Facebook Mobile

COVER PHOTO See rules for cover photos on p.27.

28