CONTENTS 3 OUR BRAND 8 LOGO 10 COLORS 13 FONTS 14 COPYWRITING 17 ROOMFUNDING 19 SOCIAL MEDIA

Transcription

1 BRAND BOOK

2 CONTENTS 3 OUR BRAND 8 LOGO 10 COLORS 13 FONTS 14 COPYWRITING 17 ROOMFUNDING 19 SOCIAL MEDIA

3 OUR BRAND

4 HOWDY. WE RE HOTELS FOR HOPE. Hotels for Hope brokers and manages hotel inventory for large consumer events, races, festivals, conferences, etc. Our technology allows clients to extend their digital ecosystem, capture valuable consumer data, create incremental revenue streams and increase attendee experience. Additionally, through our niche crowdfunding platform, RoomFunding, $2 per every actualized room night is donated to help children live happier and healthier lives. To date, we ve donated over $600,000 to nonprofit partners. p. 4

5 OUR MISSION BOOK ROOMS. CHANGE LIVES. OUR VISION YOUR ROOM NIGHTS. REIMAGINED. Hotels for Hope believes that a room night is more than just a transaction. A hotel reservation provides event organizers with valuable data, new ways to reach consumers and even the opportunity to interact with them in person. But it doesn t stop there. Room nights also serve as a vehicle for good. Each stay helps build a better tomorrow for children. One room night at a time. p. 5

6 OUR PROMISE STAKEHOLDERS COME FIRST. We promise to work hard on behalf of all of our stakeholders offering the best service and product in the industry. We promise to be transparent in our communications. We promise to do the right thing and be here when you need us. We promise to anticipate what our clients need. We promise to be innovative. We promise to build lasting relationships built on trust. But above all we promise to give back to children so they may grow up to live happier and healthier lives full of potential and promise. p. 6

7 EVERYONE MATTERS Hotels for Hope s growth is a direct result of our commitment to Conscious Capitalism. Stakeholders come first. It s as simple as that. We ve never put revenue at the top of our agenda. For us, it s always been about delivering the best product, service and value. We know that if we do that, then the revenue will follow. EMPLOYEES CLIENTS HOTELS NONPROFITS VENDORS p. 7

8 OUR LOGO

9 LOGO VERSIONS There are two parts to our logo: the H4H square mark and the hotels for hope wordmark. Our logo can be used with both the mark and wordmark or the mark can be used alone. Depending on the design, either version is acceptable to be used. However, the wordmark should never be used alone. It gets lonely when you do that. For lighter backgrounds, we prefer the purple version and for darker backgrounds we prefer the white version. DOWNLOAD LOGOS p. 9

10 OUR MAIN COLORS There are the two main colors we use for our brand. The H4H Purple is the color used in our logo and the H4H Gray are used for text. H4H PURPLE CMYK RGB HEX #9C6AAD H4H GRAY CMYK RGB HEX # p. 10

11 OUR ACCENT COLOR While the two main H4H colors are mainly used, we do splash in a little H4H Aqua to complement them. We think it looks nice with H4H Purple. H4H AQUA CMYK RGB HEX #99D6CE p. 11

12 MODIFICATIONS We love creativity. But we kindly ask that you don t modify our logo in any way shape or form. [It hurts its feelings when you do that.] This includes changing the color or removing/adding any elements. To the right are some examples of what not to do. p. 12

13 CLEAR SPACE To keep the logo s integrity, there is a minimum amount of clear space that is required around both versions of our logo. No typography or graphic elements should be in this area. Always maintain a height around the logo equal to the height of the space from the top of the mark to the top of the H in the mark. p. 13

14 Aa Bb Cc Dd E AVENIR FAVORITE FONTS Our favorite font to use in design is Avenir. And the versions we prefer are Ultra Light and Regular. We like to compliment it with Simple Joys. For our website, we use Muli. Sans serif fonts make us happy. So you won t see us use any serif fonts in our design. Aa Bb Cc Dd E Simple Joys Aa Bb Cc Dd Ee MULI p. 14

15 COPY TONE Our brand voice is casual, friendly and conversational. When writing for our brand, write as if you re having a conversation with someone over coffee. Not like you re writing a term paper. And leave the jargon or industry terms at home...unless the terms are absolutely necessary. While we keep things pretty relaxed at H4H, remember to also keep things professional. p. 15

16 BRAND TERMINOLOGY We use a few key terms that we re a little picky about Hotels for Hope/H4H We prefer to be called Hotels for Hope. But you can also use H4H as a shorter version if needed. Both are OK. 2. RoomFunding Our niche crowdfunding platform is called RoomFunding. It is one word, not two. It s OK to capitalize the whole name, but if it s sentence case...the F should be capitalized. Use the trademark on the first instance of the word only. 3. The Crew The heart of Hotels for Hope is our amazing team of do-gooders. We don t call them our employees...that s too stuffy. They re our Crew. 4. Booking portal Guests who book hotel rooms through Hotels for Hope do so using our whitelabeled booking portal technology. 5. Social mission Above all, remember why we do what we do. The more rooms we book, the more we re able to impact the lives of children. 6. Social enterprise A social enterprise is a business created to further a social purpose. We are a forprofit social enterprise whose purpose is to build a better tomorrow for children. 7. Conscious Capitalism We practice Conscious Capitalism at H4H. That means we put our stakeholders before shareholders. 8. Giving partners Hotels for Hope fulfills our social mission through our nonprofit giving partners. 9. Nonprofits Speaking of our giving partners...we leave the hypen out of the mix when using the word nonprofit. 10. Projects Through RoomFunding, our giving partners create projects. These projects tell the story of their mission work as well as what room nights will fund. p. 16

17 WRITING TIPS When writing for our brand, here are a few things to keep in mind Keep it simple Resist the urge to make things more complicated...or wordy than they need to be. Simplicity is key. 2. Check your tone Always, always, always be friendly. Grumpiness is not in our vocabulary. 3. Focus on positivity When referring to our social mission, focus on the good. No one likes to think about sad things. We want people to associate the Hotels for Hope brand with nothing but good vibes. 4. Be yourself Everyone has a personality and we don t want you to shy away from being who you are. It s OK to add a little personal flare every once and awhile. 5. Diversify your topics Writing topics shouldn t just focus on a singular aspect of what we do. The conversation should include as many of our areas of expertise as possible... including technology, hotels, events, corporate social responsibility and RoomFunding. 6. Stay casual Our tone is very casual. It s totally OK to use words like super if you re super excited. Always write as if you are having a conversation with a friend. p. 17

18 ROOMFUNDING

19 MEET ROOMFUNDING What if a music festival could fund a music mentorship program for foster children? Or what if a conference could help provide clean water for children in Ethiopia? That s RoomFunding. How does it work? Think crowdfunding, but with hotel room nights. At no cost to you, Hotels for Hope crowdsources enough room nights to fund a nonprofit s project. p. 19

20 SOCIAL MEDIA

21 LET S BE FRIENDS We d love it if you followed us on social media. And tag us in any posts...we ll be sure to share. When mentioning RoomFunding use #RoomFunding @hotels4hope /company/hotels-for-hope p. 21

22 QUESTIONS? NICOLE WATSON DIRECTOR OF MARKETING AND GIVING