Vrbo Branding Guidelines

Brand Identity Guidelines 2020

Table of Contents 1.0 Brand System

2.0 Typography

3.0 Stationery System

1.1

Previous Logo

2.1

Primary Typeface

3.1

Stationery

1.2

Updated Logo

2.2

Secondary Typeface

3.2

Business Letter

1.3

Logo Slogan

2.3

Type Hierarchy

3.3

Business Envelope

1.4

Horizontal Logo

2.4

Type Setting

3.4

Business Card

1.5

Logo Icon

1.6

Clear Space

1.7

Logo Sizing

1.8

4.0 Branding Elements

5.0 Applications

Color Usages

4.1

Landscape Illustration

5.1

Website

1.9

Limited Usage

4.2

Home Photography

5.2

Mobile Site

1.10

Incorrect Usage

4.3

Interior Photography

5.3

Advertising

4.4

Portrait Photography

5.4

Corporate

5.5

Merch

5.6

Toiletries

5.7

Online Advertising

5.8

VRBO Mug

5.9

Rewards Card

5.10

Postcard

1.1 Logo Evolution

VRBO’s evolution

Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.

1.2 Proposed Logo

1.0

Brand System

VRBO’s New Take

1.1

Previous Logo

1.2

Updated Logo

1.3

Logo Slogan

1.4

Horizontal Logo

1.5

Logo Icon

1.6

Clear Space

1.7

Logo Sizing

1.8

Color Usages

1.9

Improper Usage

1.1 Logo Evolution 1995-2000

2000-2019

2019

VRBO’s Evolution

Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.

1.0 Brand System VRBO · 2020 · Branding Guidelines 1.0

1.2 Proposed Logo

VRBO’s New Take

As you know, VRBO has helped families and friends travel and provide amazing destinations around the world. It was time to refresh our brand to better reflect that we’ve become both a household name in travel and a modern technology company.

6-7

1.3 Logo + Slogan

Vacation Rentals

VRBO Slogan

The logo paired with the slogan is commonly used within our stationery set. See examples on section 3.0 to see further usages. Vacation Rentals is carefully locked up under thr R in VRBO.

1.0 Brand System VRBO ¡ 2020 ¡ Branding Guidelines 1.0

1.4 Horizontal Logo Primar y color

Black & White

Inverse Black & White

VRBO Horizontal Usages

This page shows and details the horizontal usage using our signature logo. Here we have several color iterations that can properly be applied. The scale and proportions of the calligraphic finish should remain the same.

8-9

1.5 Logo Icon Primar y Logo

Black & White Logo

Symbol without background

Secondar y Logo

In the situation where our logo is placed on an app icon, web address bar, & other usages, here is how they can properly be used. The scale and proportions of the calligraphic finish should remain the same.

1.0 Brand System

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

1.6 Clear Space Primar y Logo

= .05in x .05in

Primar y Logo = .05in x .05in

Keep it Clear!

It is important to refer to Vrbo’s clear space rules when adding additional assets to whatever composition it will be placed on to. If you have any questions please contact a creative team member for further discussion.

10-11

1.7 Logo Sizing Postcard 2 in

Stationer y 20mm

Mobile 9mm

Sizing for Reference

Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.

1.0 Brand System

VRBO · 2020 · Branding Guidelines 1.0

1.8 Color Usages Victor y Purple

PMS: CMYK: RBG: LAB:

2077c 66, 91, 0, 0 116, 62, 152 36, 36, 41

PMS: CMYK: RBG: LAB:

3595c 4, 32, 0, 0 236, 186, 214 81, 21, -8

Azalea

Signature Purple

# 773299

Primar y & Limited Colors

# 212265

The primary color pallate listed above us a duo tone of purple and pink. These colors represent and give homage to the color schemes once before.

12-13

1.9 Limited Usage Proposed Logo

Logo Icon With Background

Logo Icon Without backround

Limited Usages

At times, we will take the VRBO logo and use our in-house illustration team to customize the logo. Illustrations by Fabin Raj are shown on page 34 & 35.

1.0 Brand System

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

1.10 Incorrect Usages

Do not use gradient as a stroke

Do not use hard-stop gradient path

Do not use use blur ef fect and variant colors

Do not use 3D ef fect

Do not use seconday logo as a stroke weight

Do not go beyond the circle when using secondar y logo

Do not skew secondar y logo

Do not rotate seconday logo

Do not use gradient stroke on secondar y logo

Incorrect Usages

Here is a list of things not to do when using the VRBO logo. Although the incorrect usages are applied to the main and secondary iterations, they follow suite vice-versa.

14-15

1.1 Logo Evolution

VRBO’s evolution

Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.

1.2 Proposed Logo

2.0

Typography

VRBO’s New Take

2.1

Primary Typeface

2.2

Secondary Typeface

2.3

Type Hierarchy

2.4

Type Setting

2.1 Primary Typeface

Aa

Aa About Soleil

Soleil—Book (body text & caption)

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww X x Yy Zz 0123456789

Soleil—Bold (headline & subhead)

Aa 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 0123456789

This fresh geometric sans font family is used for clear text and headlines. This font is perfect for smaller text seen on mobile devices as users run through the app. The font was designed by Wolfgang Homola.

2.0 Typography

VRBO · 2020 · Branding Guidelines 1.0

2.2 Secondary Typeface

Aa Aa

About Pacifico

Pacifico—Bold (headline) use sparingly

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Q q Rr Ss T t Uu Vv Ww Xx Yy Z z

0123456789

Pacifico—Medium (headline) use sparingly

A a Bb C c Dd E e Ff G g H h Ii Jj K k L l M m N n Oo Pp Qq R r Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Pacifico is an original and fun brush script handwriting font by Vernon Adams which was inspired by the 1950s American surf culture in 2011. The look & feel of Pacifico is reminicent to the Americana postcards; which we felt fitting for the new VRBO logo.

18-19

2.3 Type Hierachy Main Headline (Pacifico Regular | 30pt )

Home Away from Home Secondar y (Soleil Bold | 21pt )

Vacation Homes

Body Text (Soleil Book | 11pt) Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean vestibulum accumsan eros, eget mollis nisi egestas luctus. Fusce eu laoreet augue, at cursus nunc. Aenean faucibus, lectus vel dapibus feugiat, risus nibh condimentum sapien, eget fringilla massa arcu ac sem.

Type Hierarchy

Consistent application of type fonts and stylesallows our audiences to recognize the materials from our brand with ease. Having a hierarchy for type expression build consistency andenhance readability across the communication.

2.0 Typography

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

2.4 Type Setting Large Point Size (Size 31pt | Leading 24pt | Tracking 60pt)

Home Away from Home Medium Point Size (Size 15pt | Leading 18pt | Tracking 0pt)

Re-Inventing Work at Home

Small Point Size (Size 10pt | Leading 12pt | Tracking 30pt) Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean vestibulum accumsan eros, eget mollis nisi egestas luctus.

Fusce eu laoreet augue, at cursus nunc. Aenean faucibus, lectus vel dapibus feugiat, risus nibh condimentum sapien, eget fringilla massa arcu ac sem.

Type Setting

The space between lines of copy and the spacebetween letters contribute the characterist legibility and readability of typography. The leading and tracking is different when the type in different point sizes.

20-21

1.1 Logo Evolution

VRBO’s evolution

Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.

1.2 Proposed Logo

3.0

Stationery System

VRBO’s New Take

3.1

Stationery

3.2

Business Letter

3.3

Business Envelope

3.4

Business Card

3.1 Stationery System

VRBO Stationer y

The business system is the most widely used communications tool at United. It is a formal representation of the brand used for both internal and external audiences.

3.0 Stationery System

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

3.1 Stationery System

VRBO Stationer y

Each component of the business system (individually and as a whole) supports the impression of coherent visual identitdy for the institution.

24-25

3.2 Business Letter

11”

8.5”

VRBO Letter Guide

The overall size of the letter is 8.5 inches wide by 11 inches high. All stationery should be printed full color on white paper. Do not print on color paper

3.0 Stationery System

VRBO · 2020 · Branding Guidelines 1.0

11 mm

34 mm

14.5 mm

7.5 mm

3.5 mm

3.2 Business Letter

VRBO Letter Specs.

Each component of the business system (individually and as a whole) supports the impression of coherent visual identitdy for the institution

26-27

4.15”

3.3 Business Envelope

9.5”

Envelope Guidelines

The overall size of the envelope is 9.5 inches wide by 4.15 inches high. All stationery should be printed full color on white paper. Do not print on color paper.

3.0 Stationery System

VRBO · 2020 · Branding Guidelines 1.0

3.3 Business Envelope

19 mm

8mm

10 mm

20 mm

22 mm

Envelope Specs.

Follow the measurements details and guidelines shown above for information placement.

28-29

3.3 Business Card

2”

3.5”

Card Guidelines

The overall size of the card is 3.5 inches wide by 2 inches high. All stationery should be printed full color on white paper. Do not print on color paper.

3.0 Stationery System

VRBO · 2020 · Branding Guidelines 1.0

3.5 mm

3.3 Business Card

4 mm

5 mm

Card Guidelines

Follow the measurements details and guidelines shown above for information placement.

30-31

1.1 Logo Evolution

VRBO’s evolution

Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.

4.0

Branding Elements

VRBO’s New Take

4.1

Landscape Illustration

4.2

Home Photography

4.3

Exterior Photography

4.4

Portrait Photography

4.1 Landscape Illustraion

Illustration Style

Illustrations play a big role in VRBO branding. Although the style is abstract, they all have one thing in common. There is always one person in the illustration enveloped in the stoic background.

4.0 Graphic System

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

4.1 Landscape Illustration

About the Illustrator

Febin Raj is an illustrationist and has a deep connection with nature. Febin’s work embodies feelings such as exploration, inner-peace, & most importantly, travel.

We felt that his illustration style made resembled our values.

34-35

4.2 Home Photography

No Place like Home!

Hosts are meant to refer to these photography amgles. It is importamt to have the following: a straight on, side angle, and a 14mm warped front. Which ever highlights the beauty of the home, highlight that to the extent!

4.0 Graphic System

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

4.2 Home Photography

Home Diversity

As you know, VRBO has helped families and friends travel and provide amazing destinations around the world. It was time to refresh our brand to better reflect that we’ve become both a household name in travel and a modern technology company.

37-38

4.3 Interior Photography

Picture Ready!

We believe how images of the home are taken play a big role in how many gusts you can rent out to in your space. It is most important to include the following shots: Bedroom, kitchen, & dining room. To improve turnout we suggest tidy homes, professionally taken photographs, great lighting, and personal flare!

4.0 Graphic System

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

4.3 Interior Photography

Brownie Points

Often times, people look into homes if the home looks tidy, spacicially designed and if they have a certain flare. Once you got the kitchen, bedroom and dining room pictures taken, now comes the fun part. People love the extra amenities if it means extra family time, relaxation, and other ways to boot the trip.

38-39

4.4 Portrait Photography

Diversity in Families

No family is cookie cutter. We want to be sure to showcase every type of family is represented. Not only will potential renters wil see themselves in these familys, they will also know that they are under good care no matter differences there may be.

4.0 Graphic System

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

4.4 Portrait Photography

Family Esssense

With VRBO family comes first. We find it important to have different photography styles such as candid and staged. Candid shots complete a feeling of doing and pressence. This shows undivided attention towards your family and living in the moment without distractions.

40-41

1.1 Logo Evolution

VRBO’s evolution

Since 1995, VRBO has helped families and friends travel and provide amazing destinations around the world. Our business has grown tremendously: We’ve amassed more than 2 million unique stays across our platform.

1.2 Proposed Logo

5.0

Applications

VRBO’s New Take

5.1

Website

5.2

Mobile Site

5.3

Advertising

5.4

Corporate

5.5

Merch

5.6 Toiletries 5.7

Etc.

5.1 Website

VRBO’s Website

The VRBO website features our new visual language showcasing the new modern look. The welcome page with bold big banner simply display the most updated news/ promotions, and quick access of where to stay.

5.0 Applications

VRBO · 2020 · Branding Guidelines 1.0

5.2 Mobile

VRBO’s Mobile Site

The VRBO mobile website features our new visual language showcasing the new modern look.The welcome page with bold big banner simply display the most updated news / promotions, and quick access of where to stay.

44-45

5.3 Advertising

VRBO’s Adver tising

The VRBO advertising showcases the use use of our illustration style on a large billboard with the use of our white logo variation.

5.0 Applications

VRBO · 2020 · Branding Guidelines 1.0

5.3 Advertising

VRBO’s Adver tising

The promotion tagline uses white Medium Soleil typeface witht reverse out in color background and photograph

46-47

5.4 Corporate

VRBO Corporate

Here is how the new VRBO logo would look on our corporate skyscraper surface.

Signage

Used is the all white/reversed out logo in our Pacifico typeface. Take note that the

5.0 Applications

type treatment has been modified

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

5.4 Corporate

VRBO Corporate Badge

For VRBO employees that come into the office, we used the main logo, along with the employee’s photograph. The typeface used is Soleil in medium weight.

48-49

5.5 Merchandise

VRBO Merch

Pictured is a sample of the VRBO merch. We have a tote and face mask in our signiture purple & revered out logo. We also have a white tee with our signiture purple logo.

5.0 Applications

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

5.5 Merchandise

VRBO Merch

We also have other merch including our heather grey backpack with revered out logo, along side key chain. We also carry our limited edition water bottle with our icon logo in our main color and an illustration in the background.

50-51

5.6 Toiletries

VRBO Towel Set

Our towel set is supplied by the company to be placed into our rental homes.

We use our signiture purple and reversed out logo in each and every towel.

This item can be purched through our online shop as well.

5.0 Applications

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

5.6 Toiletries

VRBO Shampoo &

Our soothing lavender shampoo & conditioner is included in each and every rental

Conditioner

home. The colored caps indicate the type of product. We use the icon logo in white with our signiture purple as the background. We also use Soleil in our medium weight.

54-55

5.7 Advertising Online

VRBO ads

We believe that advertising online plays a big role in attracting customers. In this ad, we include a photograph that fall into our color palatte. We also use our logo in white for legibility in the video.

5.0 Applications

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

5.8 VRBO Mug

VRBO ads.

We believe that advertising online plays a big role in attracting customers. In this ad, we include a photograph that fall into our color palatte. We also use our logo in white for legibility in the video.

54-55

5.9 Rewards Card

VRBO Travel Card

Here is an example of our VRBO travel rewards card applicable to hosts and travelers.

With every expense, you can build points for your next journey. The card displayed uses one of five given illustrations with our logo in white.

5.0 Applications

VRBO ¡ 2020 ¡ Branding Guidelines 1.0

5.10 Postcard

VRBO Postcard

Like many travelers, and probably a few, postcards can be sent out to loved ones. We use our illustation as the front and the back blank for personal messages.

56-57

About This is a student project for Fall 2020’s GR 365 Strategies for Branding taught

by Thomas McNulty at Academy of Art University. No part of this book or other part of the project was produced for commercial use.

Typefaces Pacifico Bold Pacifico Medium Soleil Book Soleil Bold

Software Adobe Illustrator, InDesign, Photoshop Acrobat, Procreate

Illustration Febin Raj

Designer Gwynette Oller at Academy of Art