Signature Brand Guide by STNMag

2023 brand guidelines

Elevated. Inspired. Member-Driven.

These characteristics summarize who we are. It is vital that they are reflected in our visual brand. The colors, fonts, and brand language in the following pages give us the tools to ensure that the Signature Travel Network brand remains coherent and consistent. It is important that these guidelines are followed by anyone who is using, producing, or altering our branded media.

01values

Our guiding principles are made up of several key components: mission, vision, brand position, and core values. These elements define the fundamental beliefs that Signature Travel Network stands for.

Our Mission

To serve our members by creating industry-leading technology, marketing and training programs, while building strong preferred partnerships that deliver a differentiated travel experience.

Our Core Values

Leadership - Leadership comes from all levels. Since our members’ business models vary across a spectrum, it is necessary to lead through a multifaceted approach that can benefit everyone. Focusing on technology, marketing, and training, we stay ahead of developments in the travel industry for the advantage of our members and partners.

Community Culture - There is a wealth of knowledge and experience within our network, and sharing this information helps us all to continuously improve. This is also why our careful and thoroughlyvetted selection of new members and preferred partners is so important. We want people who not only seek growth, but those who share their keys to success with others to thrive as a network.

Transparency - We are focused on open communication, authenticity and accessibility with our partners, members, and their clients. Through honest conversations, we maximize opportunities, resolve problems, and continue to improve.

Our Vision

We have never tried to grow too quickly. We are dedicated in providing the most valuable experience for our partners, members, and their clients. We’ll continue to grow in this way, selecting our members and partners carefully to make sure they fit our culture and values.

Leading also means actively seeking better ways to communicate, market, and build business, whether that’s using technology, marketing, or through training opportunities. We will encourage the exchange of knowledge across our network to help support and improve the industry as a whole.

It’s not our name that should be touted, but our member agencies. We exist to provide services and benefits for our members. Our primary focus remains to help drive sales, grow their business and promote their agency brand. We’ll stay true to the foundations of this collaboration.

Brand Position

We are all about relationships. We know that creating meaningful connections can open doors to new opportunities all over the world.

As a member-owned cooperative, we truly work for our members. We provide the tools they need to grow and give them exclusive access to partners.

For partners, we offer marketing, training, technology solutions, and engagement opportunities that connect them with advisors who can best promote their brand and grow their sales.

Combined, we create a community that works to benefit everyone.

Statement for the Public

Signature is a white-label brand, operating behind the scenes to create opportunities for our members to promote their own brands. However, members who would like to share their connection to Signature Travel Network, as a way to build additional credibility for their brand, can use the short statement to explain the Signature benefit to their clients:

“We’re excited that you’re thinking of working with us at [Company Name] for your next vacation.

We are proud members of Signature Travel Network. Founded in 1956, Signature has been in business for more than 65 years. It brings together 15,000+ experienced travel advisors and collectively generates sales of over 11 billion dollars.

With Signature by our side, we provide you with vetted value, competitive pricing with exclusive privileges, and deliver insider access to the most sought-after destinations.

Through our relationship with the world’s finest hotels, resorts, cruises, and land vacations. We elevate your trip from a typical getaway to a lifechanging journey.”

02 voice

Our brand voice is how we convey our personality and purpose to the world. We use keywords and phrases to communicate who we are and what we stand for.

Brand Voice

Signature Travel Network has grown to over 15,000 advisors and has relationships with some of the most esteemed partners in the travel industry. Because of this, consistency in our vocabulary is key to retaining the respect and trust that has come to be expected from our brand.

THIS MEANS

Passionate and educated

Established yet modernized

Welcoming but exclusive

We speak with passion because we’re led by people who have a genuine enthusiasm for travel. Everything we do comes from a desire to ensure the success of everyone involved., and we’ll show it through positive and expressive language.

One of our major strengths is how long we’ve been operatingspanning all the way back to 1956. We leverage our rich history in our language, reminding people that we are leading the industry through our established presence. Seasoned by experience, yet looking forward toward the future.

We want to make others feel welcome, harnessing the warmth and kindness that stands out in our shared, collected experience. Members and partners should feel included and accurately represented by our messaging.

SOUNDS LIKE

‘Vacations are about the excitement and anticipation of adventure. And that’s what we promise and deliver for our members in the travel industry. Whether it’s putting the latest technology in your hands or sharing a bounty of industry insights through training and marketing, as a member, your business will flourish.’

‘Carefully grown over many decades, our community of advisors stands at over 15,000. Generating billions of dollars annually, we help build meaningful connections between you and your target audience. As our preferred partner, you’ll be working with a cooperative that is always a step ahead in the industry.’

‘We’re here to serve you. As a united community of travel advisors, we share one thing in common our love for travel. Our culture is all about sharing knowledge and experience, along with leveraging our partnerships, so that you can provide your clients with exclusive vacation options. Let’s show them the best the world has to offer. ’

03 logos

A logo is often the most recognizable element of a brand, so it is important that it always be applied with care and respect in every application according to these guidelines.

Primary Logo

Our logo consists of two pieces: the main “Signature” typeface and the attached “Travel Network” sub-line. The navy and aqua version should always be your first choice when selecting a logo.

Color Variations

Depending on what background is being used, it is not always possible to use the primary logo. Using color variations ensures the logo always stands out. The examples to the right demonstrate how the color variations of the logo should be used.

Primary Logo

Color Variations

Clear Space

Logo Usage Guide

To ensure consistency across all communications, please make sure that the dimensions and layout of the logo are not altered. It can make a big difference in how our audience sees us.

Maintaining clear space surrounding the logo serves as a buffer from elements that would compromise its impact and visibility. The clear space around the logo must be twice the size of the dot on the “i” or larger.

Signature Logo Dont’s

Don’t change the color of the logo outside of the approved logo variations

Don’t alter alignment or format

Don’t condense, stretch, squeeze, skew, rotate, or otherwise distort

Don’t reduce the resolution

Don’t place on busy backgrounds or backgrounds that don’t provide enough contrast

Don’t outline or apply other effects

Tagline

Shaping Travel Together is Signature Travel Network’s tagline. It does not replace the logo so the logo should still be used on all marketing pieces, however, on multi-page documents, the tagline does not need to be on the same page as the logo. Also, It is not part of the logo, so a buffer zone of clear space should still exist between it and the logo. A good usage example is the logo at the top of a page and the tagline at the bottom.

Logo Badges

The Signature Travel Network badges are ideal for small spaces like social media, app icons, or documents where you’ve already displayed the primary logo.

Tagline

Logo Badges

Additional Logos

Shaping Travel Network has several logos that fit under the Signature Travel Network umbrella. These logos are used to promote specific signature offerings, events hosted by Signature, and our non-for-profit charitable arm, Travel Elevates. You can see a sample of theses logos to the right. Signature Employees and Members can view and download all of our logos here.

Learn more about Travel Elevates by clicking HERE ›

Aa Aa Aa 04 fonts

Headline Fonts

Signature Travel Network has two headline fonts: Poppins and Abril Display. They were purposefully chosen to be clean, aesthetically pleasing, modern, and a little playful, while still being easy to read on both web and in print.

Poppins:

Poppins is a san-serif font with clean lines. It can be used for headlines in Thin, ExtraLight, Regular, Medium, Semi Bold, or Bold.

Poppins Thin

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Poppins Bold

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Abril Display:

Abril Display is a serif font known for being a contemporary version of a classic newsface. It can be used for headlines or subheaders in Regular, Italic, Bold, and Bold Italic.

Abril Display Regular Abril Display Bold Italic

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Body Fonts

Signature Travel Network has a single body font: Poppins. Its monolinear design lends itself to clear readability, making it a great choice for body copy in both print and digital applications.

Poppins:

Poppins is normally used as a body font in Regular, but can occasionally be used in Light or Medium.

Poppins Regular

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Poppins Medium

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Font Hierarchy

When used together our type styles convey stability, helpfulness, and a bit of playfulness Here is our typical hierarchy of fonts.

Sub Header: Poppins Light Size: 13pt

Main Page Title

Sub title goes here

Intro Paragraph: Poppins Medium Size: 9.5pt Leading: 15pt

Fugitam, in nobit, sumquat quam fugitemque velique nosanda dolest ma doluptae qui utem secta alitio cum faciminto cusae dolore doluptat estia sum idenda et et omnis inihicia dolut plitissit et optaqui aut vollabor busantion numet est ut eum ea dollati volupta tioribusdae pa estrum re maior solupta tiorio.

Main Header: Poppins Medium Size: 24pt

Body Copy: Poppins Regular Size: 9pt Leading: 15pt

Lum voles saperovit explite laborae nos sa nihit dis esciliquam, explaut qui dolo omnime volupta tiusciis ipicien delique cum excerro omnisqu iassuntet electur epudae quisim cum alicit que derum quas aut ea sere odi idis quosti dia perereribus aut omnimusdae qui rem commodit venim etus imus et volorere corione volupta verspe et vellace pelibus aut pra nossinvenisi tem quibust rumetur re nisquam nihicipsum fugias repturita corum sed quam, tet as veribus.

mnimusdae qui rem commodit venim nnisquam nihicipsum fugias repturita corum sed quam, tet as veribus et. qui rem commodit venim etus imus et volorere corione volupta verspe et vellace repturita corum sed quam, tet as veribus.

“Voles saperovit explite laborae nos sa omnisqu nihit dis esciliquam”

Voles saperovit explite laborae nos sa idis quosti dia perereribus aut omnimusdae qui rem commodit venim etus imus et volorere corione volupta verspe et vellace pelibus aut pra nossinvenisi tem quibust rumetur re nisquam nihicipsum. Lum voles saperovit explite laborae nos sa

Quote: Abril Display Italic Size: 12pt Leading: 17pt

05 colors

Aqua

Cmyk: 84, 2, 28, 0

Rgb: 0, 176, 190

Hex: #00B0BE

Pantone: 319C

Cmyk: 100, 88, 50, 0

Rgb: 41, 68, 106

Hex: #29446A

Pantone: 534C

Cmyk: 100, 80, 45, 50

Rgb: 1, 40, 66

Hex: #012842

Pantone: 2965C

Cmyk: 18, 38, 100, 0

Rgb: 213, 159, 53

Hex: #D59F2B

Pantone: 110C

Snow

Cmyk: 2, 2, 8, 2

Rgb: 241, 238, 227

Hex: #F1EEE3

Pantone: 7499C

Blue

Navy

Gold

Color Psychology

Color is an important part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to your audience. Our colors can be used in tint variations as well as the base color.

Aqua is an inviting color and often brings out the sentiments of revitalization, youth, and dreams.

Gold is often seen as a luxury color, but also creates feelings of achievement and excitement.

Blue is associated with open spaces, freedom, inspiration and imagination.

Navy is a slightly darker version of blue and often conveys trust and stability.

06 images & graphics

Images and graphic elements create a consistent look and feel across the brand. They play a key part in telling our brand story by invoking emotions of inspiration, adventure, and wanderlust.

Typical Imagery

Our imagery should match our brand colors and focus on travel destinations, animals, or natural scenery. It is okay to include photos of people, but we typically recommend showing their back, profile, or them from a distance. We advise staying away from specific or obvious hotel or resort images unless they are a featured partner.

Icon Style

Icons can help simplify content or make large paragraphs more easily digestible. Our icon style is modern, but also a bit playful.

Topographic Lines

We use topographical lines to bring dimension to our designs. These elements signify travel and connectivity. They are also symbolic of fingerprints, and each is unique, just like a Signature.

Gradients

Gradients can add dimension to backgrounds and photos, making them more dynamic and compelling. Be sure to use the Signature colors as the start and end points for the gradient.

Natural Textures

Textures subtly reinforce the travel element of Signature Travel Network while adding visual interest to backgrounds and other graphics. These can be used as a background, design element, or as a transparent overlay.