Intercontinental Brand Identity Guidelines

BRAND IDENTITY GUIDELINES – 06/2019
INTRODUCTION
This document provides an overview of the

InterContinental® Brand Identity Guidelines and
explains each of the identity elements and how
they should be applied consistently across all
communication channels.
These guidelines apply to anyone wishing to use
the brand identity, including employees, licensees,
owners and vendors. It includes guides for print
and other relevant applications.
I nte r Contine nt al® Hotels & Resor t s INTRODUCTION 2

CONTENTS
Centred Logo Other Brand Logos Typography Photography

Logo Lock Up 6 Hotel Naming Guide 24 Brand Typefaces 46 Photography Style 66
Dual Language Master Brand Logo 7 Chinese Logo 25 Brand Typefaces Across Languages Casting 67
Brand Logo Clear Space 8 Arabic Logo 26 - Mandarin Fonts 47 Location & Attitude 68
Brand Logo Minimum Size 9 Residences & Resorts 27 Brand Typefaces Across Languages 48 Styling 69
Brand Logo Position 10 Alliance Resorts Logo 28 Headers 49
People – Leisure 70
Brand Logo Proportion 11 Ana Logo 29 Body Header 50
People – Business 71
Brand Logo Colour & Application 12 Branded Programme Logos 30 Body Copy 51
Informational Copy 52 Architecture 72
Respectful Logo Usage 13 Spa Logo 31
Architecture – Interior Lobby &
Brand Logo - Do & Do Not 14 Planet Trekkers 31 Typography Style Guide 53
Public Spaces 73
Other Brand - Do & Do Not 32 Typography In Use - Headers 54
Architecture – Interior Rooms 74
Typography In Use - Body Header,
Icon Body Copy, & Informational 55 Pool, Gym & Spa 75
Master Brand Icon 16 Colour Combining Headers 56 Food & Beverage 76

Brand Colours 34 Dual Language Rules 57 Resort 77
Icon Clear Space 17
Colour Values 35 Dual Language Applicaion 58 Objects In Rooms 78
Icon Minimum Sizes 18
Colour Usage 36 Social Media Icon Usage 59 Photography - Do & Do Not 79
Icon Position 19
Colour Combination Examples 37 Typefaces - Do & Do Not 60
Proportion 20
Icon Colour And Application 21 Colour Legibility 38
Icon - Do & Do Not 22
Tone Of Voice
Pattern Tone Of Voice 62
Overview 40 Tone Of Voice 63
Colour & Pattern 41 Tone Of Voice - Do & Do Not 64
Sizing 42
Print Application 43
Pattern - Do & Do Not 44
I nte r Contine nt al® Hotels & Resor t s CONTENTS 3

MASTER BR AND LOGO
CENTRED LOGO ICON OTHER BR AND LOGOS
Logo Lock Up 6 Master Brand Icon 16 Hotel Naming Guide 24

Dual Language Master Brand Logo 7 Icon Clear Space 17 Chinese Logo 25
Brand Logo Clear Space 8 Icon Minimum Sizes 18 Arabic Logo 26
Brand Logo Minimum Size 9 Icon Position 19 Residences & Resorts 27
Brand Logo Position 10 Proportion 20 Alliance Resorts Logo 28
Brand Logo Proportion 11 Icon Colour and Application 21 Ana Logo 29
Brand Logo Colour & Application 12 Icon Do & Do Not 22 Branded Programme Logos 30
Respectful Logo Usage 13 Spa Logo 31
Brand Logo - Do & Do Not 14 Planet Trekkers 31
Other Brand - Do & Do Not 32
I nte r Contine nt al® Hotels & Resor t s MASTER BRAND LOGO 4

CENTRED LOGO
Logo Lock Up 6
Dual Language Master Brand Logo 7
Brand Logo Clear Space 8
Brand Logo Minimum Size 9
Brand Logo Position 10
Brand Logo Proportion 11
Brand Logo Colour & Application 12
Respectful Logo Usage 13
Brand Logo - Do & Do Not 14
I nte r Contine nt al® Hotels & Resor t s CENTRED LOGO 5

LOGO LOCK UP
The InterContinental® brand logo lock up is the

core of our brand and the heart of our visual identity:
it is how InterContinental Hotels & Resorts is
universally recognized.
Set rules will ensure our logo maintains its integrity

whenever it is used.
Rules
• Always use the high resolution vector file provided.
• Only use the logo as supplied, do not alter the
lock up. ‘I’ Icon
• The logo should only be used centred, it should
never be used left aligned.
• The logo is custom drawn and should never be
recreated by typesetting.
• Never split the word “InterContinental”.
Word Mark
It should always appear as one word on the same
line. It is followed on the next line by a qualifier,
such as Hotels & Resorts or the location/city and
hotel name. Descriptor
• The logo lock up is used horizontally for all
applications. The logo is never used vertically.
• Never move or alter the three sections of the logo
lock up.
• The InterContinental logo should always be
followed by a registration mark.
• Do not use the Word Mark by itself, always use
in combination with the ‘I’ Icon.

DUAL LANGUAGE MASTER BRAND LOGO
For the dual language logos the InterContinental®

word mark should always be in English. The
descriptor is translated to another language, and
the translation is placed under Hotels & Resorts.
100%
100% size of
space above
Hotels & Resorts

BRAND LOGO CLEAR SPACE
An exclusion zone maintains the integrity and

visibility of our logo on all printed and digital ×
applications.
Rules
2 × 2×
• The clear space is measured by a minimum of
200% of the height of the letter ‘I‘ in the ‘I’ icon.
• No text, image or graphic elements can be
placed in the clear space area.
• It is recommended to leave more space under
the logo to give it space to breathe.
×
2 × 2×
× ×

BRAND LOGO MINIMUM SIZE
For legibility and clarity, respect the minimum size

to make sure our logo always looks its best.
Rules
• 42mm is the minimum size (1.65 inch)
• In all cases where the logo has to be smaller
than minimum size, revert to using the
icon only. 42 mm
Exception
• The logo can only be smaller on the IHG
brand bar.
31 mm
50 mm
Minimum size with clear space: 50mm (1.97 inch)

Total actual size: 42mm (1.65 inch)

BRAND LOGO POSITION
The logo lock up can only be placed in two

1.25x
locations: top centre and true centre in the
middle of the page. x
Set rules will ensure our logo maintains its

integrity whenever it is used.
Rules
• The primary placement of the logo is top centre.
• The clear space rules when placing the logo at
the top centre is calculated by 125%, or 1.25 of
the height of I in the icon.
• The full lock up logo should never be placed
in bottom centre. It may only be placed on the
primary of secondary placements.
• The clear space rules when placing the logo at
true centre is calculated by 200%, or 2 of the
height of I in the icon. As per the rules outlined
previously.
• When logo is placed in true centre, the logo
can be placed on both horizontal and vertical
layouts.
• Adjust the centre of the logo optically with the
guidelines shown on this page.
• The logo can only appear on a white
background, it must not be placed on images
or on a coloured background.
Primary Placement Secondary Placement

BRAND LOGO PROPORTION 100% 100%
25% 42mm
Lock up sizes should follow three proportion

rules to ensure consistency. Keep the logo of
certain groups of printed collateral the same, or
proportionate to each other.
Set rules will ensure our logo maintains its

Rules
Top centrally positioned logo
In instances where the lock up is positioned
top centre, the width of the lock up should be
between 20%-25% of the shorter side of the
designed piece. The exact percentage should
be optically adjusted.
Middle centrally positioned logo

I n instances where the logo is placed in the InterContinental London Park Lane
middle of the design using our secondary logo

One Hamilton Place, London, W1 JQY
T: +44 (0)20 7409 3131
concierge@intercontinentalldn.com
d i r e c t o ry o f s e rv i c e s
InterContinental.com
position, scale the lock up to 75-80%, while

making sure to follow the clear space rule as a Directory of Services Letterhead
minimum space guide.
Size grouping 100% 100% 100%

Specific items, such as stationery, are treated 42mm 42mm
42mm
as a group of items, and therefore all use the
same logo size. This is to create a consistency
throughout the pieces. The size of the logo on
the stationery is set to 42mm wide, which is the Shirley Yu
Senior Marketing Manager
preferred smallest size for the logo.

London Park Lane
shirley.yu@ihg.com One Hamilton Place

T: +44 (0)20 7409 3131 Park Lane, London, W1J 7QY
M: +44 (0)20 7679 5631 InterContinental.com
Business Card
Guest Welcome Card
Key Card

BRAND LOGO COLOUR & APPLICATION
The primary logo lock up with 3D icon is designed

Icon: CMYK
to be reproduced in CMYK four colour printing or
RGB for digital applications.
Rules Text:
Print colour InterContinental Black
• The print is CMYK when the full logo (Pantone Black 7 C)

is printed.
• The 3D icon exists out of multiple colours and CMYK Icon and InterContinental Black (Pantone Black 7 C) text.
is printed using CMYK. = 5 colour printing
• The “InterContinental®” wordmark can be

printed using a spot colour or a four colour
process.
• The logo can only be used in colour. Icon: CMYK
• A B&W application is not applicable.
Premium finish application Text:
• Premium application for premium collateral CMYK - Black

items uses a foil stamp on the “I” icon of the
logo. The “InterContinental” wordmark is then
printed with the Pantone Black 7 C spot colour. CMYK Icon and CMYK text.
= 4 colour printing
Embroidery application
• When the logo lock up is being embroidered,
use a gold colour matching the gold foil for
the “I” icon and use the Pantone Black 7 C for
the wordmark. Icon: Gold Foil
Background application Icon: Embroidery

• The logo can only be printed on a white Text:
background. It cannot be printed on any
InterContinental Black
coloured material, or on top of an image.
(Pantone Black 7 C)
Metalic Gold Foil Icon - Foilco 6381 and InterContinental Black (Pantone Black 7 C) text.
= 1 colour printing + Foil

RESPECTFUL LOGO USAGE
When using the logo, please remember that Do Not

the goal is to ensure that the brand remains
understated and luxurious. Place the logo on anything consumable
Placing the logo on edible or disposable items

adds little to the guest experience and could
tarnish the brand’s luxurious look and feel. Our
logo should be cherished, elevated and protected
at all times.
Examples of where the logo should not be placed:

• Edible items: butter, bread, coffee.
Food
• Single use items: paper cups, plastic water
bottles and coasters.
• Locations which are being tarnished: floor,
bath mats, trash bins. Place the logo on anything disposable
Coffee Cup Paper Napkin
Place the logo on anything degrading
Floor mat Trash can
I nte r Contine nt al® Hotels & Resor t s LOGO 13

BRAND LOGO - DO & DO NOT
Do Do Not
Do not alter lock up Do not use 3D icon in Black only Do not use any elements on their
Do only use our logo Do use the minimum size rule to Do only use provided logo colour(s) own, apart from the ‘I’ icon
as supplied retain legibility
Do not use logo lock up on coloured Do not use logo lock up on coloured Do not use any other version of logo
background background
Do follow clear space rules Do follow clear space rules
Shirley Yu
Senior Marketing
Manager
shirley.yu@ihg.com London Park Lane
T: +44 (0)20 7409 3131 One Hamilton Place
Ryan Hayes June 30th, 2017 M: +44 (0)20 7679 5631 Park Lane, London W1J 7QY
New York Barclay
111 E. 48th St.
New York, NY 10017
Dear Shirley,
ryan@ihg.com
+1 (946) 439 4745 The St-Germain-des-Prés area has always been chic. Well-heeled
locals slip into its glossy storefronts and leaf through the latest
fiction at its many bookstores, and they and tourists alike
and tend to continue to flock to the legendary Café de Flore
and Les Deux Magots, which count Sartre, Beauvoir, and
Intercontinental
New York Barclay
111 E. 48th St.
Do not use as mask for image Do not use over image Do not use OLD versions of the logo
or graphics
Hemingway among their former patrons. But the neighborhood New York, NY 10017
USA
has belonged to others as well living off whatever they had in
their pockets, bohemians singing and telling jokes in the bis-
tros, and others who, lacking a home base, turned the cafés and
streets into their stomping ground. whatever they had in their
pockets.
It’s this outsider energy that fascinated Dutch photographer Ed

Van der Elsken, and in the early 1950s he trained his lens on
the young people roaming the edgier parts of this are neighbor-
hood. They were untethered, having left behind own countries
and, or families after the war, entangled in love affairs, and
often marked by friendship.
Sincerely,
Ryan Hayes
Icon size should be based on Do not left or right align the Do not outline in any way Do not graphically alter in any
grouping of items – same as logo size descriptor way or add effects
intercontinental.com
I nte r Contine nt al® Hotels & Resor t s LOGO 14

ICON
Master Brand Icon 16
Icon Clear Space 17
Icon Minimum Sizes 18
Icon Position 19
Proportion 20
Icon Colour and Application 21
Icon Do & Do Not 22
I nte r Contine nt al® Hotels & Resor t s ICON 15

MASTER BRAND ICON
The icon is used on its own in cases where the The icon on its own is restricted to
minimum size full logo lock up is too large. key items which are considered to
add value to the guest experience
The ‘I’ icon should be used on its own as a more or items which might be taken by
subtle and confident way of endorsement and to the guest as a keepsake but not
avoid unnecessary repetition of the logo. perishable and functional items. For
example on low value items such as
Set rules will ensure our logo maintains its coasters, food items and coat hangers.
Examples of Icon usage in a subtle way while

keeping the brand endorsement for recognition:
• On outside the menu cover,
e.g. Club InterContinental menu folder
• On the outside of the key card wallet
• On the outside of the receipt folio Icon: CMYK
Rules NOTES
• Always use the high resolution vector

file provided.
• Only use the logo as supplied, do not alter
the set up.
• The icon colour should not be altered in any
way and only the scale can be adjusted.
• If the icon is used above 2cm Height, then
the ® mark must be used at the bottom right Over 2cm
of the icon. Height
In Room Notepad Key Card Wallet

6mm wide icon 6mm wide icon

ICON CLEAR SPACE
An exclusion zone maintains the integrity of our ×

logo on all printed and digital applications.
Rules
• The clear space is measured by a minimum
of 100%of the height of the letter ‘I‘ in the
‘I’ icon. ×
• No text, image or graphic elements may be
placed in the clear space area.
• We recommend to leave more space under
the logo to give it space to breathe.
× ×

ICON MINIMUM SIZES
For legibility and clarity, respect the minimum size

to make sure our icon always looks its best.
The displayed sizes are the minimum sizes for the

usage of the icon across the different applications.
Print Digital Embroidered
Actual size Actual size Actual size

Actual size
In Print In Digital Embroidered

6mm W x 9mm H 50px W x 75px H 10mm W x 14.8mm H
0.236 inch W x 0.354331inch H 0.393 inch W x 0.582 inch H

ICON POSITION
The icon should always be placed bottom centre.
Rules
• The icon can only be placed at the
bottom centre.
• The clear space rule is calculated by 200%, or
x2 the x height of ‘I’ in the icon from
the bottom.
• The icon can be placed on both horizontal and
vertical background.
• Printed icon can only appear on a white
background.
• The icon in gold foil can appear on a coloured
background of the three brand colours:
Light Grey, Pink, Dark Grey.
2x

PROPORTION
The icon is proportional across the different

applications and sizes of printed items, but also
has a set of items with same size.
Rules
• Always use the high resolution vector file
provided.
• Only use the icon as supplied, do not alter.
• The icon should only be used bottom centred,
it should never be used left aligned. x
2x
Key Card Wallet

6mm wide icon
NOTES
2x
In Room Notepad
6mm wide icon x
2x
Folder
8.5mm wide icon

ICON COLOUR & APPLICATION
The 3D icon is made out of multiple colours and

is designed to be reproduced in CMYK colour
printing or RGB for digital applications.
Rules
Print colour
• The print is CMYK when the icon is printed.
• The 3D icon exists out of multiple colours and
is printed using CMYK.
• The flat icon can only be used for foil and
embroidery.
• The Icon can only be used in colour.
Premium finish application

• Premium application for premium collateral Icon: CMYK Icon: Gold Foil
items uses a foil stamp of the ‘I’. Foilco 6381
Embroidery application
• When the icon is being embroidered, use a
gold colour matching the gold foil of the ‘I’.
Background application
• The icon in gold foil can appear on a coloured
background of the three brand colours:
Light Grey, Pink, Dark Grey.
• The icon cannot be printed on any coloured
material.
• The icon cannot be printed on an image.
Icon: Embroidered Icon: Etched - Pin

Badge

ICON - DO & DO NOT
Do Do Not
Do not use icon over coloured Do not use icon over coloured Do not use any other version of logo
Do only use our icon as supplied. Do use the minimum size rule to Do follow the clear space rules background background
Icon must be in various widths of retain legibility
5, 6, 7, 8 mm
Do not use smaller than Do not use horizontally Do not alter lock up of icon and/
minimum size or the icon itself
Do place the icon at centre

bottom of a page
Do not use as mask for image or Do not outline in any way Do not place the icon anywhere
graphics else but centre bottom of the page
Do not use over image Do not graphically alter in Do not use 3D icon in Black only
any way

OTHER BR AND LOGOS
Hotel Naming Guide 24
Chinese Logo 25
Arabic Logo 26
Residences & Resorts 27
Alliance Resorts Logo 28
Ana Logo 29
Branded Programme Logos 30
Spa Logo 31
Planet Trekkers 31
Other Brand - Do & Do Not 32
I nte r Contine nt al® Hotels & Resor t s OTHER BRAND LOGOS 23

HOTEL NAMING GUIDE
Naming conventions for new hotels are typically

approved at contract signing stage.
Typography
Descriptor style: Gill Sans Regular
Always only use the logo as supplied, do not Tracking: Between +220 and +240,
alter/add/remove any elements. optically adjusted and hand kerned
Alignment: Centre
Logo structure Case: Upper-case
• The InterContinental ‘I’ Icon and word mark
® The kerning, sizing and type of the
always appear first. secondary descriptors have to match
the kerning and sizing of “Hotels
• “InterContinental” should always carry the ® Max width of descriptor
& Resorts” to ensure consistency
trademark symbol. throughout the branding. The descriptor should never include a ® trademark symbol.
• The descriptor should never include a ®
trademark symbol.
• The descriptor line reflects a hotel location or
a hotel name.
• It is preferred to have the city (or island/area
if it is a resort) as the descriptor.
e.g. InterContinental Berlin.
• For specific locations, the primary descriptor
can be replaced with the name of a hotel e.g.
InterContinental New York Barclay.
Rules
• Descriptor can be 1 line only.
• Should not extend further than the edge of the
first ‘N’ and the ‘A’ in ‘InterContinental’.
• The descriptor is centred to word mark & icon.
• City/Location name is listed first.
• Hotel name is listed second.
• All other rules of the spacing and positioning
of the master brand logo apply.
Exceptions Speak to your local brand team

• The descriptor for Chinese language and about the preferred agency for logo
especially long hotel names is allowed to development for your hotel.
use two lines for the descriptor.
Max width of descriptor

CHINESE LOGO
The Chinese logo always appears in dual language. × ×

This applies to the master brand logo, individual
Typography
Descriptor style: FZHei
hotel logo, and resort logos in the Greater China
region. This is to illustrate the international Tracking: Between +25 2 × 2×
nature of our brand to our Chinese consumers. Alignment: Centre
When using the dual language logos be careful

not to over-use them. Remember within the ×
hotel that the branding should be understated
therefore the single language format may be
more appropriate.
“InterContinental” should always carry the ® 0.5× 0.5×

trademark symbol. 0.5×E 0.5×E
0.5× 0.5×
0.75× 0.75×
Rules × ×
• Do not alter the relationship between the logo × ×

elements or add any additional elements to it.
Only use the logo as supplied.
• FZHei is the font which is used for the Chinese

descriptor.

ARABIC LOGO
The Arabic version of the InterContinental®

Hotel & Resorts Masterbrand and individual
hotel and resorts logo, only ever appear in single
language to comply with local laws. × ×
Rules 2×
• Do not alter the relationship between the logo
×
0.5×
0.45×
‫ﻣﻨﺘﺠــﻊ رأس اﳋﻴﻤــﺔ ﻣﻴﻨــﺎء اﻟﻌﺮب‬ 0.5×

RESIDENCES & RESORTS
InterContinental® Residences has an individual

3D logo that should be used as standard across all
applications.
All spacing and positioning of the master brand

applies to this logo as well.
Rules

ALLIANCE RESORTS LOGO
InterContinental® Alliance Resorts has an

individual 3D logo that should be used as
standard across all applications.

Rules
A N A L L I A N C E R E S O RT

ANA LOGO
InterContinental® Alliance Resorts has an

individual 3D logo that should be used as
standard across all applications.


BRANDED PROGRAMME LOGOS
The branded programme’s logos have been Club InterContinental Logo

aligned along with the master brand logo to
ensure consistency.
“InterContinental” should always carry the ®

trademark symbol.

applies to the branded programme’s logos as well.
Rules
• Only use the logo as supplied, do not alter the
lock up.
• When translating, “InterContinental®” should
not be included in the translation to avoid
repetitiveness and increase global brand
recognition. Only translate the words CLUB
and CONCIERGE.
InterContinental Concierge Logo

SPA LOGO
× ×
SPA InterContinental® logo is aligned with the SPA InterContinental
master brand logo in the colour application 2×
of the “InterContinental” wordmark.
Rules Pantone 7532

• Logo can only be used in colour or foil.
• Only use the logo as supplied, do not alter
the lock up. InterContinental
×
Black Pantone 7C
Printing 2×
• When using the logo on print material,
× ×
it is recommended to use a premium
application of “SPA”.
• Foil “SPA” for a premium application
• Foil colour is: Metallic Gold Foil Foilco
6381.
PLANET TREKKERS Planet Trekkers Masterbrand, Primary Planet Trekkers Masterbrand, Secondary

OTHER BRAND - DO & DO NOT
Do Do Not
Do not use the logo on coloured Do not use OLD versions of logos Do not use OLD versions of logos
Do only use the logo as supplied Do use the minimum size rule to background
retain legibility
Do not use logo as mask for Do not use logo over image Do not use any other version of logo
Do follow clear space rules Do only use provided logo colour(s) image or graphics
E.g. Metallic Gold Foil Foilco 6381
Do not outline in any way Do not graphically alter in any Do not alter the logo
way or add effects

COLOUR
Brand Colours 34
Colour Values 35
Colour Usage 36
Colour Combination Examples 37
Colour Legibility 38
I nte r Contine nt al® Hotels & Resor t s COLOUR 33

BRAND COLOURS
Logo colour palette Brand Colours

A brand colour palette of black and metallic gold
is used for the InterContinental® Hotels & Resorts
logo and icon only. This palette is bold and
graphic, yet timeless and eternally sophisticated.
Main colour palette

Warm, soft, and personal, this palette has been
designed to align the brand visually with the
global positioning and to appeal to guests for
both leisure and business.
InterContinental Black Metallic Gold Foil White

Pantone 7C Foilco 6381
Pink Light Grey Dark Grey

Pantone 4745 U Pantone Cool Grey 1 U Pantone 426 U

COLOUR VALUES
PRINT InterContinental
Pink Light Grey Dark Grey White
Black
Pantone
The Pantone Matching System is the industry
standard for colour reproduction and ensures
consistent application of colour in print and many
other applications worldwide.
Rules
• Only use Pantone Spot Colours in print.
Pantone Pantone Pantone Pantone Pantone
• DO NOT use CMYK when replicating
7C 4745 U Cool Grey 1 U 426 U
Pantone colours.
DIGITAL
R 61 R 206 R 218 R 104 R 255
RGB RGB G 57 G 180 G 217 G 104 G 255
RGB colour values are used for the creation of B 53 B 169 B 214 B 105 B 255
brand assets that will be used digitally.
HEX
HEX colour references are direct translations HEX #3D3935 #CEB4A9 DAD9D6 #686869 #FFFFFF
of their equivalent RGB values in a shortened
form and are used specifically in web development
and coding.

COLOUR USAGE
We have designed the items so that the colours

complement each other when used together. BACK: BACK: BACK:
Pink 100% Pink 100% Pink 100%
Follow these rules if you are creating anything Pattern 100% opacity Pattern 100% opacity Pattern 30% opacity
outside of the artwork that has been provided.
Rules
• Light grey (outside) + Pink (inside) with
pattern.
• Pink (outside) + Dark grey (inside) with
pattern.
• Always use the pattern on colour when on
the back or inside of the item.
• Light grey and dark grey is not a recommended
combination.
• Full colour inside and outside can be used with
the addition of the pattern on the inside.
FRONT: FRONT: FRONT:

White 100% White 100% White 100%
Colour Combinations
Full colour outside and inside with pattern Light grey and pink Pink and dark grey Avoid using light grey and dark grey together

COLOUR COMBINATION EXAMPLES
The following examples are correct ways of

implementing the colour combination system
onto print collateral.
InterContinental London Park Lane

T: +44 (0)20 7409 3131
Letterhead
Light grey back with pattern
Envelope:
Pink inside with pattern
Room No.
Wifi
User: IntercontinentalLdn
Password: ICLdn2
Guest welcome card: Key card wallet:

Pink back with pattern Pink with pattern inside
Envelope: Key card:
Dark grey inside with pattern Light grey

COLOUR LEGIBILITY
Black text InterContinental Black on White Tone on Tone

The primary text colour is InterContinental ®
Black (Pantone 7 C). It is preferred to be used

on a white background.
In some designs it is also applied on lighter

colours (pink & light grey) but in limited wording.
For example on the colour luggage tag.
Travel to be moved. Travel to be moved.
Colour text
When printing text on large colour areas, it is
recommended to use a tone on tone colour
application.
See Do Not Disturb door hanger artwork for

example of application. Pink brand colour:
When using tone on tone, the text is the same Door Hanger Pantone 4745 U
colour as the background but multiplied at 100% Text: Multiplied 100% 4745 U
to produce a darker tone. This is only used with
Pink and Light Grey.
Travel to be moved.
Please do
not disturb
Light Grey brand colour:

Pantone Cool Grey 1 U
Text: Multiplied 100% Cool Grey 1 U

PATTERN
Overview 40
Colour & Pattern 41
Sizing 42
Print Application 43
Pattern - Do & Do Not 44
I nte r Contine nt al® Hotels & Resor t s PATTERN 39

OVERVIEW
Source
The pattern is inspired by the shape and
outline of the ‘I’ icon, and influenced by the
sweep, emotion, and sense of movement
inherent in a deeper journey.
The pattern gives texture to the visual identity.
The pattern has been designed with a specific

density of line.
Rules
• The pattern direction is always portrait.
• The pattern should always be used at
100% size.
• Do not alter the pattern in any way.
Application
NOT TO SCALE

InterContinental T: +44 (0)20 7409 3131
London Park Lane concierge@intercontinentalldn.com
One Hamilton Place, London, W1 JQY InterContinental.com
T: +44 (0)20 7409 3131
NOT TO SCALE
NOT TO SCALE
Stationery (back) & Business Card (back) Umbrella (inside)

COLOUR AND PATTERN
Rules
• The pattern is always printed white on one of PINK Light Grey DARK GREY
3 background colours at 100% size. It is never Pantone 4745 U Pantone Cool Grey 1U Pantone 426U
printed on a white background.
• The pattern is 100% opacity (100% white) Pattern100% size Pattern100% size Pattern100% size
when printed on: 100% Opacity 100% Opacity 30% Opacity
Pink - Pantone 4745 U
Light Grey - Pantone Cool Grey 1U.
• When printing on Dark Grey - Pantone 426U
the pattern is printed at 30% opacity.
• Do not print 100% opacity on dark grey.
100% SIZE 100% SIZE 100% SIZE

100% OPACITY 100% OPACITY 30% OPACITY

SIZING Make sure to crop the pattern
in the middle
of the cross-line
At all times follow the guidelines for the
InterContinental® pattern across all
environmental applications and printed materials.
Rules
• The pattern should always be used at 100%
scale of the pattern provided.
• If designing larger items that require a larger
patterned area, then the pattern needs to
be tiled.
• When tiling, make sure the pattern is cropped
in the middle of the cross line.
• Do not scale the pattern larger or smaller than
100% on any application.
1 tile high
(100% size)
100% SIZE
PORTRAIT
PATTERN
1 tile wide (100% size) 2 tiles wide (100% size)
NOT TO SCALE
Make sure to crop the pattern
in the middle
of the cross-line

PRINT APPLICATION
The InterContinental® pattern should only be Letterhead and business card (back)
used on the back or the inside of the item. Envelope (interior)
The pattern on the back or interior of an article

to create a moment of intrigue and evoke
brand recognition.
The InterContinental pattern is used at the same

scale across all stationery materials (100%), to
create consistency and emphasize the grouping
of the collateral items. 100% SIZE
PORTRAIT
PATTERN
NOT TO SCALE
100% SIZE
PORTRAIT
PATTERN

InterContinental T: +44 (0)20 7409 3131
London Park Lane concierge@intercontinentalldn.com
One Hamilton Place, London, W1 JQY InterContinental.com
T: +44 (0)20 7409 3131
NOT TO SCALE
NOT TO SCALE

PATTERN DO & DO NOT
Do Do Not
Do only use our pattern as supplied Do only use the pattern vertically Do not use the pattern horizontally Do not graphically alter in Do not use over image
any way
Travel to be
moved.
Do follow the colour guidelines Do follow the colour guidelines Do follow the colour guidelines Do not apply under or over copy Do not blow up the pattern Do not use white space around the
100% opacity pattern 100% opacity pattern 30% opacity pattern pattern
Do only use over blank spaces Do not use pattern on a white

background

T Y POGR APH Y
Brand Typefaces 46
Brand Typefaces Across Languages 47
Brand Typefaces Across Languages 48
Headers 49
Body Header 50
Body Copy 51
Informational Copy 52
Typography Style Guide 53
Typography In Use - Headers 54
Typography In Use - Body Header,
Body Copy, & Informational 55
Combining Headers 56
Dual Language Rules 57
Dual Language Applicaion 58
Social Media Icon Usage 59
Typefaces - Do & Do Not 60
I nte r Contine nt al® Hotels & Resor t s TYPOGRAPHY 45

BRAND TYPEFACES
ITC New Baskerville Roman

The brand typeface is ITC New Baskerville
Primary Typeface
Roman. It celebrates the InterContinental®
brand’s classic branding with pure, clean, and
Usage:
Headers
A BCDEFGHIJK LMNOPQR STU V W X Y Z
elegant style that elevates the brand essence. Subheaders
Body Copy
ab cdefgh ijk l m nop qr st uv w x y z
Contrast is created by using all caps and
sentence case headers, creating a simple yet 123 4 5678 9 0
strong type hierarchy.
Times New Roman

Alternative System Typeface:
Times New Roman
Times New Roman
The alternative font for system use is Times New Usage:
When ITC New Baskerville Roman
A B C DE FG H I J K L M NOP QR ST U V W X Y Z
Roman. This font should only be used when
the brand typeface is unavailable, for example
is unavailable for: ab cdefg h ijk l m nop qr st uv w x y z
Headers
in the PowerPoint email template or digital Subheaders 1234567890
communications. Body Copy
Gill Sans Light

Secondary Typeface
Gill Sans Light
Gill Sans Light
Gill Sans is a secondary typeface, used for
informational copy. It is clean and modern and
Usage: Informational copy A B C D EF G H I J K L M N O P Q R S T U V W X Y Z
gives this copy a deeper contrast from ITC New
Baskerville Roman.
a b cd efg hij k l m no p q r s tu v w x y z
Note: Only Gill Sans Light can be used from the 123 456789 0
Gill Sans family of fonts.
Arial Regular
Usage:
When Gill Sans Light is
Arial Regular
Arial Regular should only be used to replace the unavailable for: A BCDEFG HIJ K LM NO PQ RSTU V W X Y Z
Informational copy
information copy font Gill Sans Light, when only
system font is available.
abc defghijk lmnopqr stuv w x y z
For example in the PowerPoint email template or 123 4 5 678 9 0
digital communications.

BRAND TYPEFACES ACROSS LANGUAGES - MANDARIN FONTS
FZHei Chinese Logo Descriptor FZHei

FZHei is the font which is used for the Chinese Descriptor style: FZHei
descriptor in logo. Alignment: Centre
HYA3G Primary Typeface HYA3G

The brand typeface is HYA3G. It celebrates the HYA3G
InterContinental® brand’s classic branding with Usage:
pure, clean, and elegant style that elevates the brand Headers
essence. If using it reversed out of a colour please be Subheaders
careful with legibility and use the medium weight if Body Copy
necessary.
SimSun (Times New Roman) Alternative System Typeface: SimSun – system font
The alternative font for system use is SimSun SimSun
Usage: When HYA3G is unavailable
(alternative to ITC New Baskerville Roman).
for: Headers, Subheaders
This font should only be used when HYA3G is
Body Copy
unavailable, for example in the PowerPoint email
template or digital communications.
HYG2G Secondary Typeface HYG2G

HYG2G is a secondary typeface, used for HYG2G
informational copy. It is clean and modern and Usage: Informational copy
gives this copy a deeper contrast from HYA3G.
STHeiti Light or STXihei (Arial) Alternative System Typeface: STHeiti Light or STXihei – system font
STHeiti Light or STXihei
STHeiti Light or STXihei is the alternative system
Usage: When HYG2G is unavailable
font for HYG2G (alternative to Gill Sans Light.).
for: Headers, Subheaders, Body
This font should only be used when
Copy
HYG2G is unavailable.

BRAND TYPEFACES ACROSS LANGUAGES
ARABIC Geeza
‫مثال عن خط جيزة باللغة العربية‬

Primary Typeface
Geeza
Geeza
Geeza is the font which is used across all
Usage:
applications (alternative to ITC New Baskerville All applications
Roman). If using it reversed out of a colour please Tracking: +25
be careful with legibility and use the medium
weight if necessary.
Where Geeza is not available in applications such
as email and letter writing, please ensure that you
Alternative System Typeface Arial Regular
use Arial Regular as a substitute.
Arial Regular
‫مثا ل عن خط إ يلاير با للغة ا لعربية‬
JAPANESE Ryumin M
Primary Typeface
Ryumin
Ryumin
Ryumin is the brand font for all applications. It is
Usage:
the font which is used across all applications as an Headers
alternative to ITC New Baskerville Roman. Subheaders
Body Copy
新しい時代のこころを映すタイプフェイスデザイン
Yu Mincho Alternative System Typeface
Where Ryumin is not available in applications Yu Mincho
such as email and letter writing, please ensure that Usage:
you use Yu Mincho as a substitute. (Alternative to When Ryumin is unavailable for:
Times New Roman.) Headers
Subheaders
Body Copy
Axis
Secondary Typeface Axis L
Axis is a secondary typeface, used for Axis
informational copy. (Alternative to Gill Sans
Usage: Informational copy
Light.)
新しい時代のこころを映すタイプフェイスデザイン
Yu Gothic Alternative System Typeface:
Where Axis is not available in applications such Yu Gothic
as email and letter writing, please ensure that you Usage: When Axis is unavailable for:
use Yu Gothic Regular as a substitute. informational copy

HEADERS
Header 1 is used as a descriptive header that

gives weight and definition to the words.
Header 1
Large to Extra Large -
UPPER CASE
Style: ITC New Baskerville Roman A CR OS S OCEAN S
Size: Varies, 200% or more of
Body Copy
A C R O S S CON T I N E N T S
Tracking: +100-150 ACROSS DREAMS
Leading: 120%
Alignment: Centre Example of 15pt text with 18pt leading
Case: UPPER CASE
Maximum 10 words
Header 2 is a personal header designed to Header 2

speak directly to our guests while evoking Medium to Large Title -
an emotional response. Sentence Case
Style: ITC New Baskerville Roman
Size: Varies, 150%–225% of
Body Header
Travel to be moved.
Tracking: +15
Leading: 120%
Alignment: Centre
Case: Sentence case
Header 3 is used as both a navigational running Header 3 guest serv ices x

head, and as a collateral header. Style: ITC New Baskerville Roman
As a running header, this header is to be use in Kerning: Optical 6x
setting the space for the page, and to create a Size: Small Caps 100% of body copy
frame for the content, breaking the white space Tracking: +150, on numbers +100
and adding context. Leading: 120% As we travel the world, we discover places that transcend
Alignment: Centre time and lavish our senses with the warmth and richness
Case: SMALL CAPS
of global culture.
Example of 15pt Header 3 (Small Caps) with 15pt Body Copy

BODY HEADER
The Body Header is used if the design needs an

extra Body Header size.
Body Header A Deeper Journey. x
Style: ITC New Baskerville Roman 1.5x

The Body Header is left aligned to fit with
Body Copy.
Size: 30% larger than Body Copy
e.g.
As we travel the world, we discover places that transcend
15pt Body Copy then 19.5pt
Body Header
time and lavish our senses with the warmth and richness
Rules of global culture. At InterContinental® Hotels & Resorts
13pt Body Copy then 16.9pt
• The Body Header is 30% larger than the Body Header
Body Copy. Tracking: 15
we celebrate luxury as a feeling, tied to personalised
• The space between body header and body Leading: 120% expressions that speak to our hearts, minds, and dreams.
copy of text should be 150% of the height of
the paragraph body header. As the body header
Alignment: Left aligned
Guests check into experiences that connect them to the
Case: Title case
scales up in size, the space between the body
header and body copy scales up in proportion.
timeless and ever evolving InterContinental story. Travel
is temporary, yet the journey is forever.
Example of 19.5pt Body Header with 15pt Body Copy
A Deeper Journey. x
1.5x
As we travel the world, we discover places that transcend time and
lavish our senses with the warmth and richness of global culture.
At InterContinental® Hotels & Resorts we celebrate luxury as a
feeling, tied to personalised expressions that speak to our hearts,
minds, and dreams. Guests check into experiences that connect
them to the timeless and ever evolving InterContinental story.
Travel is temporary, yet the journey is forever.
Example of 16.9pt Body Header with 13pt Body Copy

BODY COPY
Body Copy is always set in ITC New Baskerville

Roman, and uses the same tracking and leading
Style: ITC New Baskerville Roman As we travel the world, we discover places that
Size: 15 pts
throughout.
Kerning: Optical
transcend time and lavish our senses with
Use four main sizes, however the type size can Tracking: 0 the warmth and richness of global culture. At
be optically adjusted slightly when necessary. Leading: Auto
InterContinental® Hotels & Resorts we celebrate
The smallest size for Body Copy set in Baskerville Alignment: Left
is 7 points, if a smaller type size is needed, please Case: Sentence luxury as a feeling, tied to personalised and
follow the rules for Informational Copy.
Size: 13 pts
transcend time and lavish our senses with the
Kerning: Optical
Tracking: 0
warmth and richness of global culture. At
Leading: Auto InterContinental® Hotels & Resorts we celebrate
Alignment: Left luxury as a feeling, tied to personalised expressions
Case: Sentence that speak to our hearts, minds, and dreams.
Size:10 pts transcend time and lavish our senses with the
Kerning: Optical warmth and richness of global culture. At
Tracking: 0 InterContinental® Hotels & Resorts we celebrate
Leading: Auto luxury as a feeling, tied to personalised expressions
Alignment: Left
that speak to our hearts, minds, and dreams.
Case: Sentence
transcend time and lavish our senses with the
Size: 7 pts warmth and richness of global culture. At
Kerning: Optical InterContinental® Hotels & Resorts we celebrate
luxury as a feeling, tied to personalised expressions
Tracking: 0 that speak to our hearts, minds, and dreams. Guests
Leading: Auto check into experiences that connect them to the timeless
and ever evolving InterContinental story. Travel is temporary,
Alignment: Left yet the journey is forever.
Case: Sentence

INFORMATIONAL COPY
Gill Sans Light is only used for informational copy.

Style: Gill Sans Light
It can be used under body copy or on its own for
Size: 8.5pt and smaller, 70% of Body
additional information. Header 3 m i n i b ar
Copy if combined. Size can be
optically adjusted lorem ipsum
Usage Kerning: Optical

• Image captions Tracking: +15 wine spirits
Leading: Auto Body Copy Chardonnay 45 Belvedere 15

• Prices Vibrant grapefruit and lemon-laced Poland, 50ml
tangerine notes, 2014
• URLs Alignment: Left aligned Sonoma, California, 300ml
Nolet Reserve 12
• Times, dates, and addresses Case: Sentence case Holland, 50ml
1er Cru Taillepieds 53

• Page numbers Highly defined, precise, pure, often floral
Don Pancho 18 yr 15
and always mineral and spicy nose, 2005 Cuba, 50ml
Burgundy, France, 300ml
Patron Platinum 20
Positioning Mexico, 50ml
Nero d’Avola 55
• When used with body copy, text must follow left Full–bodied, bold and fruity, 2012 Macallan 18 yr 15
alignment. Sicily, Italy, 300ml Scotland, 50ml
• When used as an image caption text must be Yamazaki 12 yr 14

Japan, 50 ml
right aligned to image. c h a m pa n g e
Henriot 75
Informational Copy Admirable as aperitif and an ideal
companion at the table wat e r , s oda & juice
France, 300ml Voss Water 8
Tonic Water 10
Body Header beer Cranberry Juice 7
Goose Island IPA 10 Orange Juice 7
USA, 375ml Red Bull 5
Stella Artois 10 Soda 7
Belgium, 375ml
St. Pauli Girl 12
Non-alcoholic, Germany, 375ml snack s
Chocolate 3
Dried Mangos 3
Roasted Almonds 4
Candied Ginger 4

TYPOGRAPHY STYLE GUIDE
When setting and designing copy, please adhere

to the following detailed rules and examples for
hyphenations, widows, orphans, and ragging.
Hyphenation
Multi-city flights As we travel the world, we
Hyphens are used to link words and parts of words
discover new places that trans-
Rules As we travel the world, we dis- cend time and lavish our senses.
cover places that transcend time.
• Do not hyphenate capitalised words. Hotels & Re-
• Do not hyphenate InterContinental® or other names. Hotels & Resorts sorts
• Do not hyphenate “Hotels & Resorts”.

• Do not hyphenate across columns.
Correct hyphen examples Incorrect hyphen examples
• Do not have two or more hyphenations above each
other, limit to one only.
Widows and Orphans

Try to avoid Widows and Orphans by optically adjusting
paragraph line breaks or column widths. As we travel the world, we discover
places that transcend time and
InterContinental story. Travel is
temporary, yet the journey is forever.
As we travel the world, we discover places
that transcend time and lavish our senses
lavish our senses with the warmth with the warmth and richness of global
A Widow is a very short line, usually one word, or the and richness of global culture. At culture. At InterContinental® Hotels &
InterContinental® Hotels & Resorts Resorts we celebrate luxury as a feeling, tied
end of a hyphenated word at the end of a paragraph we celebrate luxury as a feeling, to personalised expressions that speak to our
tied to personalised expressions hearts, minds, and dreams. Guests check into
or column. that speak to our hearts, minds, experiences that connect them to the timeless
and dreams. Guests check into and ever evolving InterContinental story.
experiences that connect them Travel is temporary, yet the journey is forever.
An Orphan is a single word, part of a word or very short to the timeless and ever evolving
line, it appears at the beginning of a column or a page.
Widow Orphan
Ragging
When setting blocks of text, pay attention to the shape
that the ragged line endings make.
Rules
• A good rag goes in and out from line to line in As we travel the world, we discover places that transcend As we travel the world, we discover places that
small increments. time and lavish our senses with the warmth and richness transcend time and lavish our senses with the
of global culture. At InterContinental® Hotels & Resorts warmth and richness of global culture. At
• A poor rag creates white space in the margin or lets we celebrate luxury as a feeling, tied to personalised InterContinental® Hotels & Resorts we celebrate
one word stick out from the rest. expressions that speak to our hearts, minds, and dreams. luxury as a feeling, tied to personalised
Guests check into experiences that connect them to expressions that speak to our hearts, minds, and
Do not rely on automatically set margins to determine the timeless evolving InterContinental story. Travel is dreams. Guests check into experiences that
temporary, yet the journey is forever. connect them to the timeless and ever evolving
the ragging. Adjust paragraph line breaks or let the InterContinental story.
copywriter edit the copy to correct poor rags.
Good rag example Poor rag example

TYPOGRAPHY IN USE - HEADERS
Examples of how Headers One, Two and Three are used.
in your ro om in your ro om
Header 3
LOREM IPSUM DOLOR

Catrissulero efacercem, Patis nostrae nonest? Otercep opublic ientero pub
linvo, se cat, sulatim ilin similic onerfex menatis at, qui prioruntiem ret auc
tate ropubli, con dissed ius conit iam ia que termis? Veriusp ionsul uncest
eoresim pressunum hoc, conum audam. Con dissed ius conit iam ia quetol
termis? Veriusp ionsul uncest eoresim pressunum hoc, conum audam.
ERIT REPRO OFFIC TE LABO

AD QUAM EUM
L O RE M I P SU M D O L O R
Header 1 Catrissulero efacercem, Patis nostrae nonest? Otercep opublic ientero pub
ERIT REPRO OFFIC TE LABO

Catrissulero efacercem, Patis nostrae nonest? eoresim pressunum hoc, conum audam. Con dissed ius conit iam ia quetol
Body Otercep opublic ientero pub linvo, se cat, sulatim

ilin similic onerfex menatis at, qui prioruntiem ret
Copy
au tate rotpubli,
con dissed ius conit iam ia que termis? Veriusp ionsul
AD QUAM EUM
uncest eoresim pressunum hoc, conum audam conte
dissed ius conit iam ia quetol termis? Catrissulero efacercem, Patis nostrae nonest? Otercep opublic ientero pub
Alinequi sulissedite, Cupio int? Ro mor auctant. tate ropubli, con dissed ius conit iam ia que termis? Veriusp ionsul uncest
Ex maiostra consu conded eri con inatris ium morte, eoresim pressunum hoc, conum audam. Con dissed ius conit iam ia quetol
C. Mari sili, consis iam inatudenter inteauam top mor termis? Veriusp ionsul uncest eoresim pressunum hoc, conum audam.
tiquam, quos comnimu stiquon cerfendu.
d i r e c t o ry o f s e rv i c e s d i r e c t o ry o f s e rv i c e s
Header 3
d i r e c t o ry o f s e rv i c e s
Directory Of Services
Directory Of Services
Door Hanger Concierge Guide (Back) Breakfast Menu
B R E A K FA S T M E N U
Header 3
Travel is temporary, yet the Header 2

journey is forever.
Header 2 Please do
not disturb

One Hamilton Place, London W1J 7QY Body
T: +44 (0)20 7409 3131 Copy

TYPOGRAPHY IN USE - BODY HEADER, BODY COPY & INFORMATIONAL
Mini Bar Menu
Header 3 in the city in the city
Header 3
Body Header
Body Copy
V I D E S E D I C O R I AT U R Assimint iaessi tem et estiasitis mx Olla nonsedi gendiaeria nis aut V I D E S E D I C O R I AT U R Olla nonsedi gendiaeria nis aut
QU I S A L IA M U S im qui tem ut vid ut re velendi audit, commolupta vel eos QU I S A L IA M U S velendi audit, commolupta vel eos
dolo omnist quias et quo beaque dolesed qui quias et quo beaque dolesed qui
quae voles secullu ptiantus preste doles elis se que ea ius dolorem doles elis se que ea ius dolorem
pore sim faccum dit debis iusciuspo ut lab ipsunt id molore simus ut lab ipsunt id molore simus
esequas quatatatecae consequo to aut et mo eosa nates imolumet aut et mo eosa nates imolumet
modit aut imil maximus. dolesto ipsae et, sequaepe dolesto ipsae et, sequaepe
derferum fugiat. derferum fugiat.
Repersp idenda cus int ions endm, Lignimi, consequ istemque nis Lignimi, consequ istemque nis
sum faccab il et voluptatis audaro rerae vent que secea deruptaquiae rerae vent que secea deruptaquiae
nimo tem sitiam, quaecto omnimi, cus evendun tectatus eaqui comni cus evendun tectatus eaqui comni
ut es a siminis ut maion es volorpo
reproria idebis eturerion sed exerib
usam fugitib uscillaut earum dollu
sapid mi, siniminvenda porpor
reperi ommollorio. Videm derrore,
nusant quo voluptat.
sapid mi, siniminvenda porpor
reperi ommollorio. Videm derrore,
nusant quo voluptat.
Body Copy
ptatint ommolor
Ignatiatem rernam que dolorer
Am solu pta tiassiti aut aut as mod spellup turistibus, volum uscill
ior recus distt mod itate natque qui restessimus, quo ea vendita etea
susdae quam sequi vel mint et que vellat hilla am quia placcab.
nulloru ptaur sunt pellantem
que nis es si quatus in corporiam
que nimiligni int.
d i r e c t o ry o f s e rv i c e s d i r e c t o ry o f s e rv i c e s
Luggage Tag
Body Copy Name
Room
No. of Pieces
Header 3 0 0 01
0 0 01
Body Copy InterContinental New York Barclay

111 E 48th St, New York, NY 10017
T: +1 (212) 755 5900
Informational It is agreed by the holder in accepting this tag, that the

hotel shall not be liable for loss or damage. The hotel
is authorized to deliver said property by presenting this tag or a
valid ID at the reception desk.

COMBINING HEADERS
The following are examples of how headers

should be combined with body copy and Header 3 vA L e t s e r v i c e
informational copy.
Body Header Date Room No.
For laundry collection, please call Instant Service or go to Requested Service

My Services on your in-room television. Regular service
Received by 3pm, returned by 6pm
Header 3 m i n i b ar 2 hour service

Service from 6:30am to 8pm only
1 hour service
lorem ipsum Signature
wine spirits
Body Copy Chardonnay 45 Belvedere 15
Item Price Count Total Item Price Count Total
Vibrant grapefruit and lemon-laced Poland, 50ml
Shirt $18.00 Suit (2 pieces) $18.00
tangerine notes, 2014
Sonoma, California, 300ml Polo shirt $17.00 Suit (3 pieces) $17.00
Nolet Reserve 12 Blouse $15.00 Coat $15.00
Holland, 50ml Trousers $22.00 Jacket $22.00
1er Cru Taillepieds 53 Jeans $19.00 Trousers $19.00
Informational Copy Highly defined, precise, pure, often floral
Don Pancho 18 yr
Cuba, 50ml
15
Body Copy Shorts $12.00 Shirt $12.00
and always mineral and spicy nose, 2005 T-shirt $10.00 Tie $10.00
Burgundy, France, 300ml Undershirt $18.00 Sweater $18.00
Patron Platinum 20 Long johns $28.00 Dress $28.00
Mexico, 50ml Slip $19.00 Blouse $19.00
Brassiere $12.00 Skirt $12.00
Nero d’Avola 55 Underwear $10.00 Scarf $10.00
Full–bodied, bold and fruity, 2012 Macallan 18 yr 15
Pajamas $18.00 Vest $18.00
Sicily, Italy, 300ml Scotland, 50ml
Handkerchief $12.00 Others
Socks $18.00 Total
Yamazaki 12 yr 14 Stockings $17.00
Body Header c h a m pa n g e
Japan, 50 ml Jacket
Sweatshirt
$15.00
$22.00
Henriot 75 Skirt $19.00 Shirts Trousers Starch
Admirable as aperitif and an ideal Dress $12.00 Folded Crease No
companion at the table wat e r , s oda & juice Sweater $10.00 On hanger No crease Light
France, 300ml Voss Water 8 Others Medium
Tonic Water 10 Total Heavy
beer Cranberry Juice 7
Goose Island IPA 10 Orange Juice 7
USA, 375ml Red Bull 5
Stella Artois 10 Soda 7 Item Price Count Total
Belgium, 375ml
St. Pauli Girl 12 Suit (2 pieces) $18.00
Non-alcoholic, Germany, 375ml snack s Suit (3 pieces) $17.00
Chocolate 3 Coat $15.00
Dried Mangos 3 Jacket $22.00
Roasted Almonds 4 Trousers $19.00
Candied Ginger 4 Shirt $12.00
Tie $10.00 Laundry
Dress $18.00 Dry cleaning
Blouse $28.00 Pressing
Skirt $19.00 2 hour service surcharge (50%)
Others 1 hour service surcharge (100%)
Total
Mini bar Menu Service Orders

DUAL LANGUAGE RULES
When applying dual language to the collateral consider

the following things: How does the design allow me to
apply dual language? How can I reduce clutter and noise
for the reader and make the item more aesthetic?
Primary Secondary
Rules
Rule 1 - Secondary language is placed directly under
primary language.
When to use: This works well when you want the
translation directly connected to the text above for
paragraphs and short lines of text. HOUSEK EEPI NG HOUSEK EEPI NG SECU R I T Y I N YOU R ROOM BUSI N ES S C EN T R E
As we travel the world, we discover places Ipsum dolor sit amet, ipsum consequat, As we travel the world, we discover places As we travel the world, we discover places
Example: paragraph in the Directory of Services, that transcend time and lavish our senses interdum platea vehicula est faucibus sed that transcend time and lavish our senses that transcend time and lavish our senses
Primary
with the warmth and richness of global eu, amet curabitur donec justo curabitur, with the warmth and richness of global with the warmth and richness of global
culture. At InterContinental® Hotels & id vitae nec nibh sem erat viverra. culture. At InterContinental® Hotels & culture. At InterContinental® Hotels &
menu items. Primary Resorts we celebrate luxury as a feeling,
tied to personalised expressions that
Vestibulum ac. Maecenas sunt, diam non
dignissim sit, vulputate venenatis fusce
Resorts we celebrate luxury as a feeling,
Resorts we celebrate luxury as a feeling,
speak to our hearts, minds, and dreams. egestas quisque mauris aptent, et lectus speak to our hearts, minds, and dreams. speak to our hearts, minds, and dreams.
Guests check into experiences that id amet faucibus. Eu velit blandit diam
connect them to the timeless and ever pede cras, mus quam, auctor erat magna
evolving InterContinental story. Travel is adipiscing sit massa. SECU R I T Y I N YOU R ROOM BUSI N ES S C EN T R E
Rule 2 - Secondary language is placed next to temporary, yet the journey is forever.
Ipsum dolor sit amet, ipsum consequat, Ipsum dolor sit amet, ipsum consequat,
Secondary interdum platea vehicula est faucibus sed interdum platea vehicula est faucibus sed
the primary. eu, amet curabitur donec justo curabitur,

id vitae nec nibh sem erat viverra.
eu, amet curabitur donec justo curabitur,
id vitae nec nibh sem erat viverra.
Secondary
Primary Secondary Vestibulum ac. Maecenas sunt, diam non Vestibulum ac. Maecenas sunt, diam non
When to use: This will work when the body of text is too big dignissim sit, vulpede cras, mus quam,
auctor erat magna adipiscing sit massa.
dignissim sit, vulpede cras, mus quam,
auctor erat magna adipiscing sit massa.
to place under one another within the paragraph limits.

Example: descriptive paragraph in Directory
of Services.
Rule 1: Languages placed Rule 2: Languages placed Rule 1: Languages placed
Rule 3 - Secondary language is placed on the back of a under each other next to each other under each other
design with primary on the front. When choosing either rule 1 or 2 for body copy, only use one rule for the item you are
When to use: When a dual language on the same page designing for a consistent experience.
would detract from the presentation and make
it difficult to read.
Example: linen re-use card, no smoking card.
Rule 4: Languages placed
Secondary on same line
Rule 4 - Secondary language is placed right after the By reusing bedlinen, you are helping to conserve
thousands of gallons of water and detergent every year.
primary on the same line. We change your bedlinen every two days. However, if you
would like a daily change in bedlinen, please leave this card
Primary on your bed.
When to use: when short text allows for space next to it.
By reusing bedlinen, you are helping to conserve
Example: luggage tag, key card wallet.

thousands of gallons of water and detergent every year.
We change your bedlinen every two days. However, if you

would like a daily change in bedlinen, please leave this card
on your bed.
ule 5 - Secondary and primary languages have their own

R
copy of the item solely in one language.
When to use: where there is limited space for dual
language application and the guest can choose the
Rule 3: Languages placed
suitable language option. on front and back
Example: Concierge destination guide

DUAL LANGUAGE APPLICATION - DO & DO NOT
Rules HOU S E K E E PI N G
Consider that the translated text has approximately the As we travel the world, we discover places that
same size and length as the English text. transcend time and lavish our senses with the
E.g. for Japanese, ensure to align the font size to be warmth and richness of global culture.
smaller in Japanese than in English for the languages
to appear the same size. Approx 80% size.
DO: Correct aligning of font size - Japanese approx 80% size.
number reservation
Consider that the translated text has approximately
the same amount of lines as the English text.
DO NOT: Have one English font next to Japanese for example, in two different sizes.
E.g. German translation has more words than English
and would therefore will require more lines. For the
languages to appear the same size, the German text
should be edited to reduce the number of words and HOU S E K E E PI N G WOH N E N
subsequently have less lines to match the English.
As we travel the world, we discover places that Wenn wir um die Welt reisen, entdecken wir
transcend time and lavish our senses with the Orte, die unsere Sinne mit dem Reichtum
warmth and richness of global culture. der globalen Kultur überschütten.
DO: Correct matching amount of lines example - editied translated text
HOU S E K E E PI N G WOH N E N
As we travel the world, we discover places that Wenn wir um die Welt reisen, entdecken
transcend time and lavish our senses with the wir Orte, die die Zeit überschreiten
warmth and richness of global culture. und unsere Sinne mit der Wärme und
dem Reichtum der globalen Kultur
überschwemmen.
DO NOT: Incorrect matching amount of lines example - too many words from direct translation

SOCIAL MEDIA ICON USAGE
ocial media icons should be used sparingly

S Social Media Icon Usage Online
throughout the InterContinental® brand identity.
This is to ensure a consistent, luxurious feel.
Rules
• Social media icons should not be used on any Usage:
printed materials. Instead, social media links Social Media Links
should be written out on all printed designs. Printed Matter
Social media icons can be used on the website
and other digital communications. facebook.com/InterContinental
• Icons should not disrupt or compete with instagram.com/InterContinental
the design. twitter.com/InterContinental
• Icons should be used at maximum 150% of

the height of body copy.
• Icons can only be used in black, never in

colour or with a white background when
placed on a coloured background.
• Icons should be flat, and without a frame

around them.
• 3D icons should not be used.

TYPEFACES - DO & DO NOT
Do Do Not
Baskerville Gill Sans light Big Caslon Futura
Do use ITC New Baskerville Roman Do use Gill Sans light as the Do not use anything other than Do not use anything other than Do not use Bold, Semi-Bold,
as the primary typeface secondary typeface – ITC New Baskerville Roman as the Gill Sans light as the secondary or any other weights other
only for information primary typeface typeface than Regular
Try not to use type Tracking +15 Try not to use smaller
smaller than 7pts, than 7pts font size
especially Baskerville TRACKING +150
Do ensure all typography is legible Do follow leading, tracking and Do not stylize copy in any Do not use text as a mask for an Do not use Baskerville smaller
kerning guides inappropriate way image or graphic than 7pts
Times New Roman Arial Regular
Do use Times New Roman as Do use Arial Regular as the

the alternative system font when alternative system font for
ITC New Baskerville Roman is information when Gill Sans
unavailable light is unavailable

TONE OF VOICE
Tone Of Voice 62
Tone Of Voice 63
Tone Of Voice - Do & Do Not 64
I nte r Contine nt al® Hotels & Resor t s TONE OF VOICE 61

TONE OF VOICE
Structure
The tone of voice is inspired by the
InterContinental® Hotels & Resorts design
philosophy. It connects the design layers of
Understated Luxe, Discovery and Allure to
the guests through a voice that is worldly and
sophisticated. The design layers reflect the guests’
need and inspire a voice that is reflective of the DE SIGN L A Y E R S Understated Luxe Discovery Allure
brand’s heritage and scale.
The Guest
The Affluent Experienced Traveller seek to
understand the places they visit and travel for GU E ST N E E D An Enriching Inspiration Genuine Engagement
pleasure, learning, and excitement. They have a Experience
strong sense of self: the varied things they do and
that interest them, reinforce a positive affirmation
of whom they are as people.
They want a prestigious, personalised experience, VOIC E Worldly Insightful Intuitive
delivered by thoughtful and attentive members of
staff. They enjoy being around others like them.

TONE OF VOICE
The voice evokes a connection with the guest through

worldly, insightful and intuitive tone, and represents
the brand through principles that engage the guest.
VOIC E Worldly Insightful Intuitive
We use our knowledge to create The world is a source of endless A thoughtful sense of care is
an environment of authenticity fascination we find new ways to woven into all interactions, and
that inspires and enlightens our curate memorable experiences genuine warmth and kindness
guests’ journey with meaning and share knowledge and uplifts the connections with
and enrichment. insights with our guests. the guests.
PR I NC I PL E S • Words are inspired by • Curate moments that delight • Thoughtful words are the
the adventure of travel. guests’ senses and expand foundation of all interactions.
• Enlighten and fulfil their perspective. • Warm expressions of
guests with meaning • Tell stories that guide and understanding form
and enrichment. surprise guests to elevate a connection with guests.
• Connect with the their experiences. • Be conscious and respectful
InterContinental at all moments.
brand’s heritage and
international know-how.

TONE OF VOICE - DO & DO NOT
Do Do Not
The world is a source of

endless fascination and we Like they say in New York,
Travel is temporary, yet We live to show you the world We’re here for you. 1, 2, 3
remain open to discover new “fuggedaboutit”
the journey is forever. and want to be by your side.
insights, cultured perspectives,
and thoughtful wisdom.
Do not use contractions Do not use slang Do not use numerals for
Be aspirational and inspirational Be authentic Be considering numbers when possible
As thoughtful ambassadors,
we are sharing the
Luxury travel is a way of Across Oceans. Once you’ve travelled,
InterContinental legacy We are global sophisticates. You know it’s good.
seeing, a way of feeling, Across Continents. you know quality.
with our guests, and inscribing
and a way of being. Across Dreams.
our own texture to a
pioneering future.
Do not be egotistical Do not be sarcastic Do not be elitist

Be confident Be enlightening Be elegant
When guests gaze out at Cultivated over decades of

the world through the global experience, we Like a heartbeat, travel moves
InterContinental prism, have an understanding of Colour Creating memories,
Well-traveled and well-read. us and carries us on a journey
they discover the world luxury, translated across creating stories.
of deep self exploration.
with deeper eyes. culture and custom.
Look for depth in writing Writing should be layered Use UK English spellings except Do not be cheeky, punchy Do not be obvious, Do not be heavy handed
in the US or abrasive expected, literal
We live to show you the world

and want to be by your side. We’ll take you there. It’s our honour to serve you.
Copy should be written in a personal Do not be overly familiar Do not be disingenuous or

first person tone. Use. ‘we’ or ‘our’ or ‘us’. or casual use statements that do not
feel authentic/honest

PHOTOGR APH Y
Photography Style 66
Casting 67
Location & Attitude 68
Styling 69
People – Leisure 70
People – Business 71
Architecture 72
Architecture – Interior Lobby &
Public Spaces 73
Architecture – Interior Rooms 74
Pool, Gym & Spa 75
Food & Beverage 76
Resort 77
Objects In Rooms 78
Photography - Do & Do Not 79
I nte r Contine nt al® Hotels & Resor t s PHOTOGRAPHY 65

PHOTOGRAPHY STYLE
The InterContinental photography style reflects the affluent

and indulgent lifestyles that our guests live.
The photography should reflect the destination ‘through
the lens’ of our hotels and resorts and help the Affluent
Experienced Traveller to imagine themselves in it. Our
photography should look holistic together and work
collectively across the portfolio of our global hotels.
If you are looking for brand approved lifestyle photography

for your assets, you can find appropriate photography on
Brand Central under the Lifestyle section. If you wish to
create lifestyle photography for your destination, please
contact your regional brand team for guidance.
The following pages are a quick reference to the

InterContinental® photography style and guide. More details
around production and planning of a shoot will be provided
in the detailed photography guidelines.
Reference images within this document have been selected

to guide how pictures should be composed and lit. When
creating photography, ensure that you shoot in wide angle
to fit a wide range of digital and print application.
The images in this document are for reference only and

cannot be reused.

CASTING *All images shown are for reference only and
cannot be reused.
The InterContinental target guest, the Affluent

Experienced Traveller is curious about the world
around them and has a strong sense of self.
They are on average between 35-49 years old.
To represent our global spectrum, casting should

reflect real people who are outside the realm of
professional models. Our individuals should be
thoughtful, worldly, confident and authentic.
They are characters our guests will be inspired by.
When casting the models for your lifestyle shoot

ensure that the age is appropriate for the target
audience of the brand.
These images represent the style and look of

potential cast.

LOCATION & ATTITUDE *All images shown are for reference only and
cannot be reused.
Indoor locations demonstrate the design

philosophy of InterContinental® Hotels & Resorts.
Outdoor locations demonstrate the cities and

landscapes where our hotels are located and give
a sense of worldly travel.
Models help to highlight the destinations they

are in, so ensure that you have enough clear
space to present the location.
Attitudes of the models are confident, yet they

are approachable. Eye contact is engaged but
not in direct contact with the camera.

STYLING *All images shown are for reference only and
cannot be reused.
When styling a shot or a model, ensure that

everything is tidy, tailored and timeless, rather
than trendy, otherwise the photography will
quickly go out to style. Remove anything
branded such as collateral or amenities.
Hair and make-up should look groomed and

natural, heavy makeup should not be used.
Facial hair should be neatly groomed and
represent a sense of timeless style.

PEOPLE – LEISURE *All images shown are for reference only and
cannot be reused.
Leisure moments reflect our guests’ quest for

self-actualization – moments focused on time
spent reconnecting with the self or with a
partner or family member.
Use of natural light enhances an authentic,

connected mood.

PEOPLE – BUSINESS *All images shown are for reference only and
cannot be reused.
Business-minded women and men are shown

in movement or on a journey to suggest
productivity.
An equal balance of female and male

individuals are always represented.

ARCHITECTURE *All images shown are for reference only and
cannot be reused.
Emotionally engaging images of architecture

feature crops of intriguing details and a
considered use of negative space, which
highlights the architecture’s sense of place
and its interaction with the local environment.

ARCHITECTURE: *All images shown are for reference only and
cannot be reused.
INTERIOR LOBBY & PUBLIC SPACES

Spaces have a sense of grandeur through scale
(i.e. high ceiling height, wide spaces) and
approachability through materials and furniture.
The eye is invited to travel through a profound
depth of field, a continuing horizon line or
window.

ARCHITECTURE: *All images shown are for reference only and
cannot be reused.
INTERIOR ROOMS
Spaces have a sense of sincerity through human
touches: a woman sitting on the edge of the bed,
a pair of shoes or a bag that mark the room looks
lived in.
When shooting a room for standard product

shots for channel communication, ensure that
the room is tidy with all collateral away and no
branding showing, to make the photo timeless.

POOL, GYM & SPA *All images shown are for reference only and
cannot be reused.
Moments of balance and self improvement are

highlighted with stylized portraits, models,
or people and luxurious, considered
environments. Negative space, created by
composition, can be enhanced by position
of model within the setting.
Images should reflect a mood of relaxation,

calm and serenity. Consider shots with water,
body and reflection.

FOOD & BEVERAGE *All images shown are for reference only and
cannot be reused.
Through use of clear space and thoughtful

composition, create food images that are
aesthetically pleasing, colourful, and tantalise
the taste buds - sparking the five senses.
Consider different angles and perspective for

these food shots. Top view, side view, close
up, from a distance or in motion (mixologist
pouring a glass of cocktail).
Consider pairing the food with objects that

enhances the shot and creates a believable
setting.
E.g. a fork placed at the side of the plate, a

leather notebook on the table, a table mat,
a fruit basket.

RESORT *All images shown are for reference only and
cannot be reused.
Moments of leisure and rejuvenation are

combined with elements of nature and
calming landscapes.
Negative space, created by composition, can

be enhanced by position of model within the
setting. Space within the composition instils the
sense of calm and a slower pace.

OBJECTS IN ROOMS *All images shown are for reference only and
cannot be reused.
Natural light enhances a feeling of authenticity

and personal connection. A balance of
structured and loose styling highlights the
foundation of luxurious quality materials and
the emotional connection of a “lived in” feeling.

PHOTOGRAPHY DO & DO NOT *All images shown are for reference only and
cannot be reused.
Do Do Not
Do show authentic, real people in Natural light enhances a feeling of Invite the eye to travel through Do not show people or styling Do not use artificial light sources Characters can be sensual but not
worldly locations with styling that authenticity & personal connection a profound depth of field, a which feels forced, dramatic or and retouching which feels sexual
is on brand continuing horizon line or window theatrical commercial or over-done
Locations are on brand and Styling enhances the colour palette Spaces and objects have a sense When showing landmarks, align the Leisure does not represent a Staff in service (staged scenarios)
represent our worldly perspective and is understated & elegant of authenticity through a balance style to your hotel photography. specific activity are never shown because it feels
of structured and loose styling Do not use stock photography. too expected and common
Focus on moments of self- Business-minded women and men Feature close crops of Moments of exertion, competition Do not place logo on images Do not add a colour treatment
actualization and reconnection are shown in movement architectural details and a or power are never shown like sepia to the images
considered use of negative space
Join Café Rouge for your

afternoon meeting
Use natural light where possible Specific work activities are Showing an entire building is Do not place text on images
to make the image look soft never shown not necessary
and inviting

THANK YOU
For any questions please contact your

regional InterContinental® Brand Team.

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BRAND IDENTITY GUIDELINES – 06/2019

This document provides an overview of the

I nte r Contine nt al® Hotels & Resor t s INTRODUCTION 2

Centred Logo Other Brand Logos Typography Photography

Master Brand Icon 16 Colour Combining Headers 56 Food & Beverage 76

I nte r Contine nt al® Hotels & Resor t s CONTENTS 3

Logo Lock Up 6 Master Brand Icon 16 Hotel Naming Guide 24

I nte r Contine nt al® Hotels & Resor t s MASTER BRAND LOGO 4

I nte r Contine nt al® Hotels & Resor t s CENTRED LOGO 5

The InterContinental® brand logo lock up is the

Set rules will ensure our logo maintains its integrity

I nte r Contine nt al® Hotels & Resor t s CENTRED LOGO 6

For the dual language logos the InterContinental®

I nte r Contine nt al® Hotels & Resor t s CENTRED LOGO 7

An exclusion zone maintains the integrity and

I nte r Contine nt al® Hotels & Resor t s CENTRED LOGO 8

For legibility and clarity, respect the minimum size

Minimum size with clear space: 50mm (1.97 inch)

I nte r Contine nt al® Hotels & Resor t s CENTRED LOGO 9

The logo lock up can only be placed in two

Set rules will ensure our logo maintains its

Primary Placement Secondary Placement

I nte r Contine nt al® Hotels & Resor t s CENTRED LOGO 10

Lock up sizes should follow three proportion

Set rules will ensure our logo maintains its

Middle centrally positioned logo

middle of the design using our secondary logo

position, scale the lock up to 75-80%, while

Size grouping 100% 100% 100%

preferred smallest size for the logo.

shirley.yu@ihg.com One Hamilton Place

Guest Welcome Card

I nte r Contine nt al® Hotels & Resor t s CENTRED LOGO 11

The primary logo lock up with 3D icon is designed

Print colour InterContinental Black

• The print is CMYK when the full logo (Pantone Black 7 C)

• The “InterContinental®” wordmark can be

• A B&W application is not applicable.

Premium finish application Text:

• Premium application for premium collateral CMYK - Black

Background application Icon: Embroidery

I nte r Contine nt al® Hotels & Resor t s CENTRED LOGO 12

When using the logo, please remember that Do Not

Placing the logo on edible or disposable items

Examples of where the logo should not be placed:

Coffee Cup Paper Napkin

Place the logo on anything degrading

Floor mat Trash can

I nte r Contine nt al® Hotels & Resor t s LOGO 13

It’s this outsider energy that fascinated Dutch photographer Ed

I nte r Contine nt al® Hotels & Resor t s LOGO 14

I nte r Contine nt al® Hotels & Resor t s ICON 15

Examples of Icon usage in a subtle way while

• Always use the high resolution vector

In Room Notepad Key Card Wallet

I nte r Contine nt al® Hotels & Resor t s ICON 16

An exclusion zone maintains the integrity of our ×

I nte r Contine nt al® Hotels & Resor t s ICON 17

For legibility and clarity, respect the minimum size

• The print is CMYK when the full logo (Pantone Black 7 C)

• The “InterContinental®” wordmark can be

• Premium application for premium collateral CMYK - Black

• Always use the high resolution vector

• Do not alter the relationship between the logo × ×

• FZHei is the font which is used for the Chinese