Best Western Premier

📋 1 Guidelines

🔗 Connections

Sector

Tourism Hospitality

Region

Usa

Guideline Year

2005

Language

English

Tags

Tourism

Official Websites

Brand Guidelines

2005

Brand Summary

Mission
  • To maintain Best Western Premier brand identity while allowing each hotel to express its individual personality, ensuring a quality image worldwide and helping travel agents and customers identify hotels that offer additional services and amenities [^1].
Core Values
  • excellence
  • consistency
  • quality
  • recognition
  • individuality
Target Audience
  • Travel agents, customers seeking premium hotel experiences, and guests who value additional services and amenities [^2].
Personality Traits
  • prestigious
  • authoritative
  • professional
  • clean
  • individualized
Visual Identity Overview
  • The visual identity centers on a shield-shaped logo with a dark blue background, yellow border, and a stylized red crown. The logo uses a limited color palette (Pantone 280 Blue, Pantone 116 Yellow, Pantone 485 Red, Pantone 873 Gold), clear typographic hierarchy, and approved typefaces (ITC Century Book Condensed, Adobe Helvetica Neue). Consistent use of logo, color bar, and high-quality materials is required across signage, stationery, brochures, and business cards [^3].

Categories

Brand Imagery
  • The Best Western Premier logo must always be reproduced exactly as specified in this manual.
  • The logo must always be reproduced in its entirety. No elements (even gold “Premier” descriptor) are to be used separately.
  • The logo must always be used in proportion, regardless of the size.
  • The logo is never to be smaller than 20 mm wide (otherwise the Best Western logo is smaller than 12,5 mm wide and this will not be accepted).
  • All logos must display the® as per examples below and the Best Western “Premier” descriptor as per examples below.
  • When reproducing the logo, please visit the website www.bestwestern-net.de/bi-manual/ to download the logo.
  • The logo may be printed only in the colours displayed below. No other colour combinations are acceptable.
  • The logo is never to be reversed out (see page 6).
  • For all mandatory printed items (letterheads, envelopes, business cards, hotel brochure), Pantone 873 must be used for the Premier descriptor and the gold stripes in the blue bar. The four-colour process application of the golden colour will not be accepted.
  • If using a one colour application on any printed material, it must be Pantone 873. Where this is not possible (i.e. advertising, catalogue entries), please refer to guidelines on page 5.
  • In the case of newspaper advertising, the Best Western Premier logo can be printed in black and white.
  • FULL COLOUR BEST WESTERN PREMIER LOGO PANTONE 280 (Blue), PANTONE 116 (Yellow) PANTONE 485 (Red), PANTONE 873 (Gold)
  • ONE COLOUR BEST WESTERN PREMIER LOGO PANTONE 873
Color Palette
  • The logo may be printed only in the colours displayed below. No other colour combinations are acceptable.
  • FULL COLOUR BEST WESTERN PREMIER LOGO PANTONE 280 (Blue), PANTONE 116 (Yellow) PANTONE 485 (Red), PANTONE 873 (Gold)
  • ONE COLOUR BEST WESTERN PREMIER LOGO PANTONE 873
  • The logo is never to be reversed out (see page 6).
  • For all mandatory printed items (letterheads, envelopes, business cards, hotel brochure), Pantone 873 must be used for the Premier descriptor and the gold stripes in the blue bar. The four-colour process application of the golden colour will not be accepted.
  • If using a one colour application on any printed material, it must be Pantone 873. Where this is not possible (i.e. advertising, catalogue entries), please refer to guidelines on page 5.
  • In the case of newspaper advertising, the Best Western Premier logo can be printed in black and white.
  • Process colours must match the equivalent Pantone colour. These are the only process colours equivalent percentages allowed in four-colour process printing:
  • Best Western Red: 90% Magenta, 100% Yellow; Best Western Yellow: 100% Yellow, 15% Magenta; Best Western Blue: 100% Cyan, 0% Magenta; Best Western Gold: 70% Yellow, 80% Magenta, 35% Magenta, 20% Black, 35% Cyan or Truecolour PANTONE 485, PANTONE 116, PANTONE 280, PANTONE 873
  • The background colour for the required stationery items (letterhead, envelopes, brochure, business card) must be off white. For other stationary items, white can also be used. For speciality items, such as t-shirts, pens, etc any colour background will be permitted. In a four-colour process the “off-white” is defined as 12% yellow. If the paper itself has a colour (often called “creme”, “champagne” or “chamoix”), it must match a printed 12% yellow.
  • offwtiite 12% Yellow
  • There are only two possibilities for the Best Western Premier logo (full colour and gold), as specified on pages 4-5 of this manual. The following page describes how the colours of the bar must be used.
  • For stationery, the only accepted colour types for the property name is Best Western Gold. Exception: if the property logo (or a property name in its own typestyle) is positioned at the bottom of the page, it can be in its own colours. The colour of all other types (addresses and other content) must be in Best Western Gold, Best Western Blue or Black.
  • The same colour logo must be used on the letterhead and envelopes.
  • If a property logo (or a property name in its own typestyle) is used at the top of a page (right edge), it must be printed in Best Western Gold (see page 14).
  • The background colour for the required stationery items (letterhead, envelopes, brochure, business card) must be off white. For other stationery items, white can also be used. For speciality items such as clothing, pens etc, any background colours are allowed.
  • Approved Best Western background colours are white, black, Best Western Blue, Best Western Grey, Best Western Gold.
  • With this version, the bar is Best Western Blue, the Best Western logo is full colour (four-colour application or Pantone true colours). The “Premier” descriptor and the lines in the bar are gold, printed in Pantone 873 or gold foil.
  • With this version all printed items must be printed in gold Pantone 873 or gold foil. The stripes in the bar are white.
Typography
  • When printing Best Western Premier materials, only two families of type are used: Adobe Helvetica Neue and ITC Century Book Condensed. See specific item sections to determine typestyles, sizes and weights for each application.
  • Except for the property logo itself (or a property name in its own typestyle), all appearing types of all shown texts must be in the approved typestyle “ITC Century Book Condensed” or “Adobe Helvetica Neue” (see page 7).
  • ON PRINTED MATERIALS: When using the Best Western Premier logo above or to the left of your property name, your property name and all identifiers must be in ITC Century Book Condensed type. The type must be in Best Western gold (Pantone 873). The property name must be used in combination with the Best Western Premier logo. When you are using the Best Western Premier logo in this application you may opt to eliminate the words Best Western Premier preceding your property name. Specific type sizes and proportions are outlined for each application on the appropriate pages of this Brand Identity Manual.
  • FOR SIGNAGE AND COURTESY VEHICLES: The property name may be in the property’s own typeface – see appropriate pages.
  • Whenever using your property logo, the words “Best Western Premier” must precede the property name (unless otherwise specified in this manual) and must be printed in either Adobe Helvetica Neue or ITC Century Book Condensed. Specific typestyles (such as italic, bold, condensed, etc.) are acceptable for use as long as they are one of these two type families.
  • When the words “Best Western Premier” are used with your property name or property logo on printed materials, the majority of the letters of the words “Best Western Premier” must be no less than one-third the height of the majority of the letters of the property name.
  • Both typefaces are protected under licencing laws. Best Western cannot provide them.
  • CITY TYPE: ITC Century Book Condensed, caps SIZE: 28pt (may vary to 24pt) COLOUR: Best Western Gold
  • STATE/PROVINCE/ COUNTRY TYPE: ITC Century Book Condensed, caps SIZE: 21 pt (may vary to 18pt) COLOUR: Best Western Gold
  • PROPERTY NAME TYPE: ITC Century Book Condensed SIZE: 20 pt (may vary to 24pt) COLOUR: Best Western Gold or Property logo with own colours and typestyle
  • PROPERTY NAME TYPE: ITC Century Book Condensed SIZE: 22 pt (may vary from 20pt to 30 pt, depending the lengths of property name). COLOUR: Best Western Gold
  • ADDRESSLINE (IF WANTED) TYPE: Helvetica Neue Condensed SIZE: 7pt COLOUR: Best Western Blue, Black or Best Western Gold
  • ADDRESS AND OTHER TEXT TYPE: Adobe Helvetica Neue Light (if something needs to be emphasized, use Adobe Helvetica Neue Medium) SIZE: 8 pt (may vary up to 10 pt)
  • PROPERTY LOGO (if something needs to be emphasized, use ITC Century Bold Condensed) SIZE: 10 pt (may vary up to 12 pt) COLOUR: Best Western Gold, Best Western Blue or Black.
  • The property logo must not be more prominent than the Best Western Premier logo. The property logo must be printed in gold and the words “Best Western Premier” must be added.
  • The property name can also be placed at the right side of the logo, but must be printed in ITC Century Condensed typestyle and in Best Western Gold.
  • If a property logo is used, it cannot be more prominent (larger) than the Best Western Premier logo and cannot be before the Best Western Premier logo (in reading direction above left to down right). The property logo must be in Best Western Gold.
  • EXECUTIVE NAME: Direktor/General Manager TYPE: ITC Century Book Condensed SIZE: 12 pt (may vary to 10 pt) or TYPE: Adobe Helvetica Neue Medium
  • POSITION + ADDRESS: TYPE: Adobe Helvetica Neue Light SIZE: 7 pt (may vary to 9 pt)
  • PROPERTY NAME TYPE: ITC Century Book Condensed SIZE: 16 pt (may vary to 12pt). COLOUR: Best Western Gold
Logo Usage
  • The Best Western Premier logo must always be reproduced exactly as specified in this manual.
  • The logo must always be reproduced in its entirety. No elements (even gold “Premier” descriptor) are to be used separately.
  • The logo must always be used in proportion, regardless of the size.
  • The logo is never to be smaller than 20 mm wide (otherwise the Best Western logo is smaller than 12,5 mm wide and this will not be accepted).
  • All logos must display the® as per examples below and the Best Western “Premier” descriptor as per examples below.
  • When reproducing the logo, please visit the website www.bestwestern-net.de/bi-manual/ to download the logo.
  • The logo may be printed only in the colours displayed below. No other colour combinations are acceptable.
  • The logo is never to be reversed out (see page 6).
  • For all mandatory printed items (letterheads, envelopes, business cards, hotel brochure), Pantone 873 must be used for the Premier descriptor and the gold stripes in the blue bar. The four-colour process application of the golden colour will not be accepted.
  • If using a one colour application on any printed material, it must be Pantone 873. Where this is not possible (i.e. advertising, catalogue entries), please refer to guidelines on page 5.
  • In the case of newspaper advertising, the Best Western Premier logo can be printed in black and white.
  • FULL COLOUR BEST WESTERN PREMIER LOGO PANTONE 280 (Blue), PANTONE 116 (Yellow) PANTONE 485 (Red), PANTONE 873 (Gold)
  • ONE COLOUR BEST WESTERN PREMIER LOGO PANTONE 873
Visual Style
  • The Best Western Premier logo must always be reproduced exactly as specified in this manual.
  • The logo must always be reproduced in its entirety. No elements (even gold “Premier” descriptor) are to be used separately.
  • The logo must always be used in proportion, regardless of the size.
  • The logo is never to be smaller than 20 mm wide (otherwise the Best Western logo is smaller than 12,5 mm wide and this will not be accepted).
  • All logos must display the® as per examples below and the Best Western “Premier” descriptor as per examples below.
  • When reproducing the logo, please visit the website www.bestwestern-net.de/bi-manual/ to download the logo.
  • The logo may be printed only in the colours displayed below. No other colour combinations are acceptable.
  • The logo is never to be reversed out (see page 6).
  • For all mandatory printed items (letterheads, envelopes, business cards, hotel brochure), Pantone 873 must be used for the Premier descriptor and the gold stripes in the blue bar. The four-colour process application of the golden colour will not be accepted.
  • If using a one colour application on any printed material, it must be Pantone 873. Where this is not possible (i.e. advertising, catalogue entries), please refer to guidelines on page 5.
  • In the case of newspaper advertising, the Best Western Premier logo can be printed in black and white.
  • FULL COLOUR BEST WESTERN PREMIER LOGO PANTONE 280 (Blue), PANTONE 116 (Yellow) PANTONE 485 (Red), PANTONE 873 (Gold)
  • ONE COLOUR BEST WESTERN PREMIER LOGO PANTONE 873
Layout And Composition
  • On all material from the size of a business card to a DIN A4 Format, the Best Western Premier logo must be the first readable text (from the left above corner to the right below corner) and is always positioned on the top of the page preceeding (above or to the left of) the property logo or name.
  • Generally it is not recommended for Best Western Premier hotels to use their own property logo. If it is being used, the property logo can never be more prominent than the Best Western Premier logo. When both the Best Western Premier and property logo are used, the property logo must be separated from the Best Western Premier logo. • The words “Best Western Premier” must be integrated in the property logo. The resolution of this is, that the brand Best Western Premier will be recognized first which will increase the awareness of Best Western Premier and in turn, your property.
  • There are only two possibilities for the Best Western Premier logo (full colour and gold), as specified on pages 4-5 of this manual. The following page describes how the colours of the bar must be used. • For stationery, the only accepted colour types for the property name is Best Western Gold. Exception: if the property logo (or a property name in its own typestyle) is positioned at the bottom of the page, it can be in its own colours. The colour of all other types (addresses and other content) must be in Best Western Gold, Best Western Blue or Black. • The same colour logo must be used on the letterhead and envelopes. • If a property logo (or a property name in its own typestyle) is used at the top of a page (right edge), it must be printed in Best Western Gold (see page 14). • The background colour for the required stationery items (letterhead, envelopes, brochure, business card) must be off white. For other stationery items, white can also be used. • For speciality items such as clothing, pens etc, any background colours are allowed. • Approved Best Western background colours are white, black, Best Western Blue, Best Western Grey, Best Western Gold.
  • On all collateral, from the size of a business card to a DIN A4 Format, the Best Western Premier logo is always 31 mm wide (see pages 10-14). Exception: the Guest Directory (see page 19). • The colour bar is always 6.5 mm thick (see following page). No text shall appear in the colour bar. The bar is always to be placed on the top of the page (see following page).
  • Except for the property logo itself (or a property name in its own typestyle), all appearing types of all shown texts must be in the approved typestyle “ITC Century Book Condensed” or “Adobe Helvetica Neue” (see page 7).
  • All printed material should be on a high quality paper. The colour is always white or off-white, except for required stationery items, which must be off white.
  • For all objects which are produced on paper (specifically stationery) the bar must be in place along with the logo. For other items (outdoor signage, production of promotion articles) the bar is not applicable.
  • A standard size has been defined for the Best Western Premier logo and bar: the logo is 25 mm high and 31 mm wide (Best Western logo is hereby 19,5 mm wide), the bar is 6,5mm thick (the lines in the bar are 0,5 mm strong with a placement gap of 2 mm). These standard sizes make the implementation of the design and production of printing materials more consistent. From the business card to the A4 Format the logo has the same size and the bar the same strength (Exception: Guest Directory, refer to page 19). Furthermore, the placement of the logo and bar are defined to create a balance with one another. Pages 11-14 display the consistency achieved from compliance with these requirements.
  • The bar always runs across the whole page width and is paper cut.
  • The Best Western Premier logo must always be reproduced exactly as specified in this manual.
  • The logo must always be reproduced in its entirety. No elements (even gold “Premier” descriptor) are to be used separately.
  • The logo must always be used in proportion, regardless of the size.
  • The logo is never to be smaller than 20 mm wide (otherwise the Best Western logo is smaller than 12,5 mm wide and this will not be accepted).
  • All logos must display the® as per examples below and the Best Western “Premier” descriptor as per examples below.
  • The logo may be printed only in the colours displayed below. No other colour combinations are acceptable.
  • The logo is never to be reversed out (see page 6).
  • For all mandatory printed items (letterheads, envelopes, business cards, hotel brochure), Pantone 873 must be used for the Premier descriptor and the gold stripes in the blue bar. The four-colour process application of the golden colour will not be accepted.
  • If using a one colour application on any printed material, it must be Pantone 873. Where this is not possible (i.e. advertising, catalogue entries), please refer to guidelines on page 5.
  • In the case of newspaper advertising, the Best Western Premier logo can be printed in black and white.
Packaging Design
  • • The brochure size (closed) must be 100/105 mm x 210 mm. The actual size is not shown below.
  • • Only the full colour Best Western Premier logo is allowed. The described logo size (see page 10) has to be used.
  • • The whole brochure has to be produced in full colour with true colour Pantone 873 for the gold and in high quality, minimum paper weight: 135g.
  • • Colour Bar: Best Western Blue with gold stripes appears across top of brochure (on brochure back page too).
  • • Best Western Premier logo: Full colour.
  • • Location information: city plus - province and/or state - province and/or country - state and/or country Use maximum of two lines.
  • • Cover Image: Property photo, destination shot or artwork.
  • • The gold frame around the image area is mandatory except when a photo collage is used (see sample B on page 17).
  • • Property name or logo appear at bottom of brochure.
  • • Off-white background.
  • • No other type or design ele­ment is to appear on the front cover.
  • • The full colour Best Western Premier logo or the one colour logo in Best Western Gold is allowed. The described logo size (see page 10) has to be used.
  • • The whole brochure has to be produced in full colour with true colour Pantone 873 for the gold and on high quality paper, minimum paper weight: 135g.
  • • A colour bar must appear top of brochure, Best Western blue with gold stripes.
  • • Proper branding if property name is displayed
  • • Location information with property address and proper­ty phone number.
  • • Image area: Property photo, destination shot, artwork, maps must be contained within the image area (79,5 x 124 mm).
  • • Property logo can print in its own colours.
  • • Off-white background
Digital Guidelines
  • As the guidelines for electronic branding change on a regular basis due to the nature of the business, please contact your Affiliate or Best Western International for the latest guidelines.
  • The Best Western Premier logo must always be reproduced exactly as specified in this manual.
  • The logo must always be reproduced in its entirety. No elements (even gold “Premier” descriptor) are to be used separately.
  • The logo must always be used in proportion, regardless of the size.
  • The logo is never to be smaller than 20 mm wide (otherwise the Best Western logo is smaller than 12,5 mm wide and this will not be accepted).
  • All logos must display the® as per examples below and the Best Western “Premier” descriptor as per examples below.
  • When reproducing the logo, please visit the website www.bestwestern-net.de/bi-manual/ to download the logo.
  • The logo may be printed only in the colours displayed below. No other colour combinations are acceptable.
  • The logo is never to be reversed out (see page 6).
  • For all mandatory printed items (letterheads, envelopes, business cards, hotel brochure), Pantone 873 must be used for the Premier descriptor and the gold stripes in the blue bar. The four-colour process application of the golden colour will not be accepted.
  • If using a one colour application on any printed material, it must be Pantone 873. Where this is not possible (i.e. advertising, catalogue entries), please refer to guidelines on page 5.
  • In the case of newspaper advertising, the Best Western Premier logo can be printed in black and white.
  • FULL COLOUR BEST WESTERN PREMIER LOGO PANTONE 280 (Blue), PANTONE 116 (Yellow) PANTONE 485 (Red), PANTONE 873 (Gold)
  • ONE COLOUR BEST WESTERN PREMIER LOGO PANTONE 873
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