Signature Brand Guide

brand 2023 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.

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contents 01. Values

04. Fonts

Our Mission

05

Our Vision

07

Our Core Values Brand Position Statement for the Public

06 08 09

Headline and Body Fonts

Font Hierarchy

Brand Voice

Color Psychology 11

Primary Logo Color Variations Logo usage

Tagline Logo Badges Additional Logos

13 13

14 15 15

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20 21

06. Images & Graphics Typical Imagery

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Topographic lines

26

Icon Style

03. Logo

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05. Colors Color Values

02. Voice

18

Gradients Natural Textures

25 27

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07. Appendix Downloads

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01

values

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.

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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.

signature travel network | values

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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.

signature travel network | values

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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.

signature travel network | values

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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.

signature travel network | values

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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 Signature by our side, we provide you with

with us at [Company Name] for your next

vetted value, competitive pricing with exclusive

vacation.

privileges, and deliver insider access to the most sought-after destinations.

We are proud members of Signature Travel Network. Founded in 1956, Signature has been

Through our relationship with the world’s finest

in business for more than 65 years. It brings

hotels, resorts, cruises, and land vacations. We

together 15,000+ experienced travel advisors

elevate your trip from a typical getaway to a life-

and collectively generates sales of over 11

changing journey.”

billion dollars.

signature travel network | values

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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.

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Brand Voice

Passionate and educated

Established yet modernized

Welcoming but exclusive

THIS MEANS

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 operating spanning 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. ’

WE ARE

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.

signature travel network | voice

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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

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

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.

signature travel network | logos

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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

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.

our audience sees us.

Signature Logo Dont’s 01.

X

02.

X

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

02.

Don’t alter alignment or format

03.

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

01.

X

04.

X

X

06.

X

03.

04. Don’t reduce the resolution 05. Don’t place on busy backgrounds or backgrounds that don’t provide enough contrast

05.

06. Don’t outline or apply other effects

signature travel network | logos

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Tagline

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

Logo Badges The Signature Travel Network badges are ideal for small spaces like social media, app

• Sign ork a tw

ravel N re T e tu

signature travel network | logos

ravel N re T e tu

S

• Sign ork a tw

S

• Sign ork a tw

ravel N re T e tu

• Sign ork a tw

displayed the primary logo.

ravel N re T e tu

icons, or documents where you’ve already

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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

S I GNATUR E T RAVE L N E T WORK

our logos here.

Learn more about Travel Elevates by clicking HERE ›

signature travel network | logos

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04 fonts

Aa Aa Aa

Poppins:

Poppins is a san-serif font with

Headline Fonts

clean lines. It can be used for headlines in Thin, ExtraLight, Regular, Medium, Semi Bold, or Bold.

Signature Travel Network has two headline

Aa Poppins Thin

Aa Poppins Bold

1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Aa

Abril Display Regular

Aa

1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Aa

Aa

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.

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.

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.

signature travel network | fonts

Poppins:

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

Poppins Regular 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Abril Display Bold Italic

Poppins Medium 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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Font Hierarchy

Sub Header: Poppins Light Size: 13pt

Main Page Title

Main Header: Poppins Medium Size: 24pt

Sub title goes here

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

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

Fugitam, in nobit, sumquat quam

mnimusdae qui rem commodit venim

dolest ma doluptae qui utem

corum sed quam, tet as veribus et.

dolore doluptat estia sum idenda

et volorere corione volupta verspe et

et optaqui aut vollabor busantion

as veribus.

fugitemque velique nosanda

nnisquam nihicipsum fugias repturita

secta alitio cum faciminto cusae

qui rem commodit venim etus imus

et et omnis inihicia dolut plitissit

vellace repturita corum sed quam, tet

numet est ut eum ea dollati volupta tioribusdae pa estrum re maior solupta tiorio.

Lum voles saperovit explite laborae Body Copy: Poppins Regular Size: 9pt Leading: 15pt

nos sa nihit dis esciliquam, explaut qui dolo omnime volupta tiusciis

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

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.

signature travel network | fonts

“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

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05 colors

Aqua Cmyk: 84, 2, 28, 0 Rgb: 0, 176, 190 Hex: #00B0BE Pantone: 319C

Blue

Navy

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

Gold

Snow

Cmyk: 18, 38, 100, 0 Rgb: 213, 159, 53 Hex: #D59F2B Pantone: 110C

Cmyk: 2, 2, 8, 2 Rgb: 241, 238, 227 Hex: #F1EEE3 Pantone: 7499C

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,

also creates feelings of achievement

and dreams.

and excitement.

Blue is associated with open spaces,

Navy is a slightly darker version of blue

freedom, inspiration and imagination.

signature travel network | colors

Gold is often seen as a luxury color, but

and often conveys trust and stability.

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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.

signature travel network | images

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signature travel network | images

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

signature travel network | graphics

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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.

signature travel network | graphics

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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.

signature travel network | graphics

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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.

signature travel network | graphics

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07

Downloads

All of the files listed below can

be viewed and downloaded by visiting THIS LINk ›

Signature Logo Files Signature Travel Network Logos Signature Member Logos Tagline Logo Badges

Additional Logo Files The Signature Collection Hotels and Resorts Suite and Villa Suite Club Summit Club Horizon Club Member Appreciation Cruise

Image & Graphics Files Featured Photos Icons Topographic lines Natural Textures

SignatureTravelNetwork.com