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BASIC ELEMENTS
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Important

SOME PRINCIPLES AND RULES DEFINED IN THIS CHAPTER

MAY EVOLVE AND BE UPDATED BY SEPTEMBER 2013.

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BASIC ELEMENTS
BRAND BLOCK . GENERAL PRESENTATION . SYMBOL RATIONALE . SECONDARY COLOURS . PRESENTATION . SHADINGS . AGAINST
COLOURS . POSITION OF LOGO . SECURITY ZONE AND MINIMUM BACKGROUNDS
SIZE . USE ON WHITE OR CHARCOAL GREY BACKGROUNDS . TYPEFACES . FUTURA . BODONI . COMPUTER USES
USE ON VISUAL BACKGROUNDS . PROHIBITED USES .
COMBINED WITH HOTEL NAME HOTEL NAMES

BRAND BLOCK SPECIAL CASES . WITHOUT SYMBOL . BILINGUAL DOCUMENTS TRANSLATION . PRESENTATION .
UNACCOMPANIED PULLMAN . THE MULTI-BRAND FRIEZE SPECIAL CASES

SYMBOL . COLOURS AND MINIMUM SIZE . USE . DERIVED WRITTEN STYLE

PRODUCTS . SPECIAL CASE: FAVICON ILLUSTRATIONS . SHOOT INTENTIONS . USE OF VISUALS .
SUMMARY OF MINIMUM DIMENSIONS FOR USE PICTOGRAMS
CORPORATE COLOURS . PRESENTATION . SHADING . USE OF PRINT PRODUCTION . PAPER RECOMMENDATIONS . PREMIUM
SHADING . USE OF CHARCOAL GREY AND WHITE . USE OF CHARCOAL TREATMENT
GREY: SPECIAL CASE . USE OF WHITE: SPECIAL CASE . USE OF SAND
COLOUR . USE OF SAND COLOUR: SPECIAL CASE . USE OF MAUVE .

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BRAND BLOCK
GENERAL PRESENTATION
The brand block consists of the symbol,
the name Pullman and the identifier
Hotels and Resorts.

Each part of the block fits into

a precise scale of proportions.
These must always be respected.
____

IMPORTANT:
The shape of the brand block must not be changed,
it must not be truncated or shortened, and it must be
used in its entirety

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BRAND BLOCK
SYMBOL RATIONALE
The symbol is one of the major
components of the brand block. In

Y
EN

LIT
particular, its design transmits the

ITY
H-

NA
fundamental values of the brand:

HIG

AR
O
cosmopolitan, stylish, vibrant.

RS

T
EN
PE

LIM
It expresses the positive duality of

MP
the business/leisure concept. This paradox

CO
is experienced as a perfect balance,

Y
ON
as with the concept of yin and yang.

RM
HA
The symbol is in itself the symbol of
the Pullman identity. It enriches the way
it is perceived, gives it added meaning
and becomes a vital element of brand

N
recognition.

SIG
____

IMPORTANT: DE
The shape of the symbol must not be changed, and it must

ITY
not be inclined at a different angle
RN
DE

CE
MO

EN
FER
DIF

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BRAND BLOCK
COLOURS
The brand block exists in two versions:
in charcoal grey, or in reverse printed in
white.

It must under no circumstances be used

in another colour.
____

TECHNICAL SPECIFICATIONS:
- The user may choose between the CMYK and Pantone
colour models for all print purposes, and may also use
the RGB or hexadecimal models for web/digital uses
- Vector format

CHARCOAL GREY
CMYK: black 90%
PANTONE: black U 90%
RGB: 61/60/60
#: 3d3c3c

WHITE

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BRAND BLOCK
POSITION OF SYMBOL
The symbol takes up the total height of
the brand block. The distance separating
the symbol from the word Pullman is
equivalent to half the width of the symbol
(i.e. its radius).
____

IMPORTANT:
The shape of the symbol must not be changed, and it must
not be inclined at a different angle

SEE ALSO:
> Brand block: security zone and minimum size

RADIUS
OF LOGO

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BRAND BLOCK
SECURITY ZONE
AND MINIMUM SIZE
Each part of the block fits into a precise
scale of proportions.
These must always be respected.

The security zone around the brand block

with the symbol corresponds to the width
of the symbol (i.e. its diameter).

To ensure that it is legible, the brand

block must not be used with a width
of less than 40 mm. Very specific
exceptional cases may however be
accepted. Please refer to the pages
Brand Block: Special Cases.
____

IMPORTANT:
No element must appear in this zone so as to preserve
the integrity and visibility of the brand block

SEE ALSO:
> Brand block: security zone and minimum size

40 MM MINIMUM

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BRAND BLOCK
USE ON WHITE OR CHARCOAL
GREY BACKGROUND
On a white background, the brand block
is used in charcoal grey.

On a charcoal grey background, it is

used in reverse printed in white version.

In the event of a particularly high-end

use, the brand block may also be treated
on a tone-by-tone basis in gloss spot
varnish (e.g., gloss spot varnish on matt
paper printed in charcoal grey flat tint).

____

IMPORTANT :
Flat tint backgrounds other than white or charcoal grey
are prohibited in the brand block

SEE ALSO:
> Brand block: use on a visual background
> Print production: premium treatment

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BRAND BLOCK
USE ON VISUAL
BACKGROUNDS
The brand block can also be used
against a background of visuals.
The composition of these visuals must be
clearly presented and must allow for
good legibility of the brand block.

On a light visual background, the brand

block is used in charcoal grey.

On a dark visual background, it is used

in reverse printed in white.
____

IMPORTANT:
Always ensure that the brand block has good legibility

SEE ALSO:
> Brand block: use on white or charcoal grey backgrounds

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BRAND BLOCK
PROHIBITED USES
It is essential that the brand block should
not be modified in any way.
It forms an untouchable whole.
1 2
1. Do not use the brand block against a
background that affects its legibility.

2. Do not transform its colour.

3. Do not move any part of the brand

block and do not allow any rotation of
the symbol.
3 4
4. Do not change the shape of the brand
block.

5. Do not change the angles of the brand

block.

6. Do not apply filters to the brand block

or make it more opaque.
5 6
7. Do not use a surrounding border of
any colour or any shape whatsoever.

8. Do not eliminate or replace Hotels and

Resorts, or change its typeface.

Hôtels  et  Resorts

7 8

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BRAND BLOCK
COMBINED WITH
HOTEL NAME
The hotel name can be combined with the PARIS LA DÉFENSE
brand block. This combination always follows
the same rules, whatever medium is being used.

The name is always presented in capitals and

centred on the width of the word "Pullman".

In the case of a name that is particularly long,

this is distributed over 2 lines. The 1st line is
always longer than the 2nd.

The security zone all around the brand block

combined with the hotel name is equivalent
to the width (diameter) of the symbol. height = 2 N
____ height = 2 N
PARIS LA DÉFENSE
IMPORTANT:
- Ensure the name never surpasses the width of the word "Pullman"
- Do not change the typeface and/or the thickness of the line.
- The brand blocks have already been created for the entire network.
They may be downloaded via the link at the bottom of the page. Only
hotels with correct names were created

TECHNICAL SPECIFICATIONS:
- Vector format except for the hotel name, which can be
customised (Futura Condensed)

SEE ALSO:
> Typefaces: Futura . PARIS LA DÉFENSE
> Names of hotels

> Download the brand block for your hotel 40 MM MINIMUM

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BRAND BLOCK
SPECIAL CASES
WITHOUT SYMBOL
Below 40 mm wide and up to 30 mm
the brand block may be used without the
symbol, in charcoal grey or in reverse
printed in white.

The security zone around the brand

block without the symbol corresponds to
the height of the "l" in "Pullman".
____

TECHNICAL SPECIFICATIONS:
- The user has the choice between the CMYK and Pantone
colour models for all print uses, and also the RGB or
hexadecimal models for web/digital uses
- Vector format

SEE ALSO:
> Brand block: security zone and minimum size
> Brand block special cases: unaccompanied Pullman

> Download this document 30 MM MINIMUM

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BRAND BLOCK
SPECIAL CASES
UNACCOMPANIED PULLMAN
Below 30 mm wide and up to 15 mm
the brand block may be used with
unaccompanied Pullman, in charcoal
grey or in reverse printed in white.

The security zone around the brand

block with unaccompanied Pullman
corresponds to the height of the "l" in
"Pullman".
____

IMPORTANT :
As part of a print operation and given its small size, it is
recommended to use this brand block in charcoal grey on
white background

TECHNICAL SPECIFICATIONS:
- The user has the choice between the CMYK and Pantone
colour models for all print uses, and also the RGB or
hexadecimal models for web/digital uses
- Vector format

SEE ALSO:
> Brand block: security zone and minimum size
> Brand block special cases: without symbol

15 MM MINIMUM

> Download this document

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BRAND BLOCK
SPECIAL CASES
THE MULTI-BRAND FRIEZE
Within the multi-brand frieze that presents
Accor and recalls that Pullman forms part
of the Group, and in view of the fact that
it is used in an extremely small version,
the brand block is simplified as much as
possible and only keeps the word
Pullman.

Exceptionally, it is used in Accor's

greige colour.
____

IMPORTANT:
- This minimalist version is used only for this purpose
and is always combined with the multi-brand frieze
- The shape of the frieze must not be changed
- The Accor greige colour must be used at 100% of its value

TECHNICAL SPECIFICATIONS:
Vector format
ACCOR GREIGE
SEE ALSO: CMYK: 10/25/25/40
> Brand block special cases: without symbol PANTONE: 408 U or C
RGB: 153/139/132
#: 998B84

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SYMBOL
COLOURS AND MINIMUM SIZE
The symbol can also be used unaccompanied and
with contrasting bands in charcoal grey, in white or
in sand colour.

In addition, it can be presented in a more subtle

way on a background of the same colour.
- gloss spot varnish symbol on a matt white
background,
- dark charcoal grey symbol on charcoal grey 6 MM MINIMUM
background,
- dark sand symbol on sand background.

The symbol must not be used

with
____ less than 6 mm in diameter.

IMPORTANT:
- The symbol must never be used in other colours
- Within the brand block, the symbol may be white or
charcoal grey, but never sand-coloured
- The shape of the logo is non-modifiable, it must never
be altered

TECHNICAL SPECIFICATIONS:
Vector format

SEE ALSO:
> Brand block: colours
> Corporate colours: presentation

> Download this document

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SYMBOL
USE
When printed on brochure covers, or
Marking coat-hangers
used in pre-signage or on objects or
furniture inside the hotel, it allows for
subtle marking out of the brand's home
territory.
____
Cover for room-card
IMPORTANT:
The symbol is used to underscore discreetly the brand's
ownership and must therefore be used sparingly

SEE ALSO:
> Brand block: security zone and minimum size

Cufflinks and furniture markings Marking on Moleskine type notebook

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SYMBOL
DERIVED PRODUCTS
The symbol can be used to give a touch
of variety to product coverings, for
example by reproducing its image all
over a particular surface (e.g., gift
packaging).

The symbol may also exceptionally be

used to form a pattern, by using only the
actual internal design of the symbol itself
Cover for magnetic card
and prolonging this to the edges of the
surface concerned.
____

IMPORTANT:
- Ensure that the high-end appearance and the elegance
of the finishing is preserved
- Tone-by-tone finishes will be preferred to excessive
contrasts

Gift packaging design (from our boutiques)

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SYMBOL
SPECIAL CASE: FAVICON
A favicon is a computer icon that
symbolises a website. Favicons are used
by web browsers to access the address
bar, title bar, favourites, tabs and other
Internet short cuts.

For the purposes of this icon of extremely

small dimensions, a simplified sign has
been specially conceived. 16 pixels

It is used exclusively at a size of 16 pixels

(equivalent to the diameter of the logo).
____

IMPORTANT:
- This symbol is used for no other purpose
- This symbol must only be used in one size (16px)

TECHNICAL SPECIFICATIONS:
Format .ico

SEE ALSO:
> Internet guidelines

Extract of navigation bar with tab

> Download this document

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SUMMARY OF MINIMUM
DIMENSIONS FOR USE
For use higher or equal to
Compliance with these minimum sizes 40 mm wide:
ensures the readability of brand block or
symbol when it is used alone.
____

VOIR AUSSI :
> Brand block: security zone and minimum size
> Brand block special cases: without symbol
> Brand block special cases: unaccompanied Pullman
> Symbol: coulours and minimum size
For use included
between 39 and 30 mm wide:

For use included

between 29 and 15 mm wide:

For use included

between 14 and 6 mm wide:

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CORPORATE COLOURS
PRESENTATION SAND
CMYK: 8/25/55/8
Corporate colours embody the brand's
PANTONE: 467 U
values and are used across the board
RGB: 212/184/126
in all means of communication.
#: d4b87e
These colours may under no
circumstances be changed and must be
used at 100% of their value.
____

TECHNICAL SPECIFICATIONS: MAUVE

The user may choose between the CMYK and Pantone CMYK: 55/85/30/5
colour models for all print purposes, and may also use PANTONE: 260 U
the RGB or hexadecimal models for web/digital uses RGB: 119/64/111
#: 77406f
SEE ALSO:
> Corporate colours: use of sand colour
> Corporate colours: use of mauve
> Corporate colours: use of charcoal grey

CHARCOAL GREY
CMYK: black 90%
PANTONE: black U 90%
RGB: 61/60/60
#: 3d3c3c

WHITE

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CORPORATE COLOURS
SHADING
Expressing the concept of Business/
Leisure, mauve and sand colour are
combined with the shaded band.

This colour shading follows an order that

it is vital to comply with: mauve (on the
left) passing to sand colour (on the right).

The point of balance between the 2

colours is reached in the centre of the
format in which the shading is illustrated.
Neither of the 2 colours must occupy
more space than the other.
____

TECHNICAL SPECIFICATIONS:
The user may choose between the CMYK and Pantone MAUVE 100% Point of balance between the 2 colours SAND 100%
colour models for all print purposes, and may also use
the RGB or hexadecimal models for web/digital uses

SEE ALSO:
> Corporate colours: presentation
> Use of shading

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CORPORATE COLOURS
USE OF SHADING
The colour shading model, ranging from
mauve to sand, co-exists with all the Use in a typeface
colours in the guidelines.

It is used in vertical or horizontal

banners, or in the various typefaces.
____
Use in a banner
IMPORTANT:
- The shading is always used in its entirety so as to
represent mauve and sand at each end at 100% of their
respective values. It must not be cut short
- The shading is never used over large surfaces or
in the symbol

SEE ALSO:
> Corporate colours: shading

Use of shaded typeface in an envelope Use of a shaded banner in a hotel invoice

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CORPORATE COLOURS
USE OF CHARCOAL GREY
AND OF WHITE
Charcoal grey and white co-exist with
all the other colours in the guidelines.

They may be used on both large

and small surfaces, in the symbol or
in typefaces.
____

IMPORTANT:
Charcoal grey must not be used with a "diluted" value.
Whether it is used in CMYK or in Pantone, its value is always
90% (apart from one exceptional case - see link below)

SEE ALSO:

Lorem ipsum
> Corporate colours: presentation
> Corporate colours: use of charcoal grey - special case LOREM IPSUM
> Corporate colours: use of white - special case

Use in the logo and in typefaces Use as a background, even for large surfaces

Use in small surfaces

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CORPORATE COLOURS
USE OF CHARCOAL GREY:
SPECIAL CASE
When the symbol is used on a charcoal
grey background and the graphic
designer requires a tone-by-tone finish,
the value of the charcoal grey within
the symbol may, exceptionally, vary. CHARCOAL GREY
CMYK: black 90%
This subtle contrast can also be obtained PANTONE: black U 90%
through a gloss spot varnish. RGB: 61/60/60
#: 3d3c3c
____

IMPORTANT:
- This 2nd value of charcoal grey is exceptionally used only
for this purpose. In all other cases, it is the corporate value CHARCOAL GREY 2 - SPECIAL CASE
of charcoal grey that must be used CMYK: black 100%
- This 2nd value is only used at 100% of its value PANTONE: black U 100%
RGB: 26/23/27
SEE ALSO: #: 000000
> Corporate colours: presentation
> Corporate colours: use of charcoal grey and of white
> Print production: premium treatment

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CORPORATE COLOURS
USE OF WHITE: SPECIAL CASE
When the symbol is used on a white
background and the graphic designer requires
a tone-by-tone finish, the value of the white
within the symbol may, exceptionally, vary.

This subtle contrast can also be obtained WHITE

through a gloss spot varnish.
____

IMPORTANT:
- This 2nd value of white is exceptionally used only for this
purpose. In all other cases, it is pure white that must be used

SEE ALSO: WHITE 2 - SPECIAL CASE

> Corporate colours: presentation CMYK: black 5%
> Corporate colours: use of charcoal grey and of white PANTONE: black U 5%
> Print production: premium treatment RGB: X
#: X

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CORPORATE COLOURS
USE OF SAND COLOUR
Sand colour co-exists with all the other
colours in the guidelines.

It may be used on both large and small

surfaces, in the symbol or in typefaces.

It is also one of the essential components

of corporate colour shading.
____

IMPORTANT:
Sand colour is always used at 100% of its value

SEE ALSO:
> Corporate colours: presentation
> Use of shading
> Corporate colours: use of sand colour - special case
LOREM IPSUM Lorem ipsum

Use in the symbol and in typefaces Background use, even on large surfaces

Use in small surfaces

Use in colour shading

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CORPORATE COLOURS
USE OF SAND COLOUR:
SPECIAL CASE
When the symbol is used on a sand-
colour background and the graphic
designer requires a tone-by-tone finish,
the value of the sand colour may,
exceptionally,
____ vary. SAND
CMYK: 8/25/55/8
IMPORTANT: PANTONE: 467 U
- This 2nd value of sand colour is exceptionally used only for RGB: 212/184/126
this purpose. In all other cases, it is the corporate value of #: d4b87e
sand colour that must be used
- This 2nd value is only used at 100% of its value

SEE ALSO: SAND 2 - SPECIAL CASE

> Corporate colours: presentation CMYK: 8/25/55/15
> Corporate colours: use of sand colour PANTONE: 7509
RGB: 200/174/119
#: lc8ae77

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CORPORATE COLOURS
USE OF MAUVE
Mauve co-exists with all the other colours
in the guidelines.

It is used exclusively in small surfaces or

in typefaces. LOREM IPSUM
It is also one of the essential components
of corporate colour shading.
Lorem ipsum
____ Use in typefaces

IMPORTANT:
- Mauve is always used at 100% of its value
- The shading is never used over large surfaces or in the
symbol
Use in small surfaces
SEE ALSO:
> Corporate colours: presentation
> Corporate colours: shading

Use in colour shading

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SECONDARY COLOURS SPAS CO-MEETING

PRESENTATION
Secondary colours complete CMJN : 70/0/20/0 CMJN : 70/0/30/30 CMJN : 80/15/20/10 CMJN : 96/30/10/40
the corporate colours. PANTONE : 631 PANTONE : 5483 PANTONE : 7459 PANTONE : 7469
RVB : 107/183/203 RVB : 85/141/145 RVB : 74/146/175 RVB : 0/92/130
They each relate to one aspect of # : 6bb7cb # : 558d91 # : 4a92af # : 005c82
the Pullman offer.

They operate in pairs: a light colour value

+ a dark colour value.
CONNECTIVITY RESORT
They are used on small surfaces or
in typefaces, but not in the symbol or as
a full-page flat tint.
____ CMJN : 30/0/80/0 CMJN : 30/0/80/40 CMJN : 0/20/90/0 CMJN : 0/30/100/35
PANTONE : 365 PANTONE : 378 PANTONE : 128 PANTONE : 146
IMPORTANT: RVB : 201/213/90 RVB : 139/148/65 RVB : 241/204/54 RVB : 169/136/6
- Secondary colours are always used at 100% of their # : c9d55a # : 8b9441 # : flcc36 # : a98806
respective values
- The user may choose between the CMYK and Pantone
colour models for all print purposes, and may also use
the RGB or hexadecimal models for web/digital uses
FOOD & BEVERAGE
SEE ALSO:
> Corporate colours: presentation
> Use of shading
> Secondary colours: use against backgrounds CMJN : 0/100/40/20 CMJN : 0/100/40/50
PANTONE : 215 PANTONE : 208
RVB : 165/0/75 RVB : 119/0/53
# : a5004b # : 770035

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SECONDARY COLOURS SPAS

SHADINGS
Sand colour is the common denominator
for the secondary colours when they are
used in colour shadings. CO-MEETING

These shadings follow an order that it

is vital to comply with: secondary colours
(on the left) passing to sand colour
(on the right).

The point of balance between the CONNECTIVITY

2 colours is reached in the centre of
the format in which the shading is
illustrated. Neither of the 2 colours must
occupy more space than the other.

The shading is used in vertical or RESORT

horizontal banners.
____

IMPORTANT:
- The shading is always used in its entirety so as to represent
the colours at each end at 100% of their respective values.
It must not be cut short FOOD & BEVERAGE
- The shading is never used over large surfaces or in the
symbol

SEE ALSO:
> Corporate colours: presentation
> Secondary colours: use against backgrounds
SECONDARY COLOURS Point of balance between SAND
at 100% the 2 colours in the shading at 100%

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SECONDARY COLOURS
USE AGAINST BACKGROUNDS
Secondary colours operate in pairs: a
light colour value + a dark colour value.

Use the light colour against a charcoal

grey background, and the dark colour
against a white background.
____ LOREM LOREM
SEE ALSO:
> Corporate colours: presentation IPSUM IPSUM

LOREM LOREM
IPSUM IPSUM

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TYPEFACES
FUTURA FUTURA STD
Futura Std Condensed was chosen for
its legibility, its impact, its simplicity,
its dynamism and its modernity.
BOLD CONDENSED
Futura is used in bold, light, regular
and oblique. Capital letters are preferred
for most types of text apart from
OBLIQUE
running texts.
____ abcdefghijklmnopqrdtuvwxyz
TECHNICAL SPECIFICATIONS:
- The character fonts used are not downloadable.
Users are invited to purchase them
ABCDEFGHIJKLMNOPQRDTUVWXYZ
- Use Open Type typefaces (compatible with Mac/PC)
0123456789 ,;:!?»”
SEE ALSO:
> Typefaces: Bodoni
> fontshop.com

PAUL RENNER
Futura is a geometrical linear typeface designed by Paul Renner
between 1924 and 1927 for the Bauer Type Foundry.

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TYPEFACES
BODONI Bodoni Std Bold
Bodoni Standard was chosen for
its roundness, its elegance, its character abcdefghijklmnopqrdtuvwxyz
and its timelessness.

Bodoni is always used in bold (never ABCDEFGHIJKLMNOPQRDTUVWXYZ

light type, and never in italics)
for sub-titles, introductions, leads or
boxed texts. Lower-case letters are 0123456789 ,;:!?»”
preferred (except of course for capital
letters at the beginnings of sentences
or proper names).

____

IMPORTANT: GIAMBATTISTA BODONI

The Bodoni should be used sparingly and always A native of Parma in Italy, he was nicknamed "the king of printers and the printer of kings".
accompanied by Futura He designed and engraved his typeface characters at the end of the 19th century.
Bodoni is recognisable by the great contrast between its downstrokes and its upstrokes,
TECHNICAL SPECIFICATIONS: its perfectly vertical stems and its slender serifs.
- The character fonts used are not downloadable.
Users are invited to purchase them
- Use Open Type typefaces (compatible with Mac/PC)

SEE ALSO:
> Typefaces: Futura
> fontshop.com

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TYPEFACES
FOR COMPUTER USE $5,$/%2/',7$/,&
For computer use (Word, Excel,
PowerPoint, etc.), when the Futura
DEFGHIJKLMNOPQRSTUGWXYZ[\]
and Bodoni typefaces are not available
or installed on the computer software, $%&'()*+,-./012345'789:;<=
you are requested to use the nearest
available system typefaces. "ª´
Futura is replaced by Arial and Bodoni
by Georgia.

These typefaces have been chosen

for their similarity with the 2 typefaces
featuring in the guidelines.
____

IMPORTANT:
These typefaces must not be employed for any purpose
other than for computer use
*HRUJLD%ROG
SEE ALSO: DEFGHIJKLMNOPQRSTUGWXYZ[\]
> Typefaces: Futura
> Typefaces: Bodoni
> Typefaces for computer use: examples of use $%&'()*+,-./012345'789:;<=
"ª´

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HOTEL NAMES
Each hotel has its own name, which is
a part of its identity and shows not only
that it forms part of the brand but also
its specific location. It is an important
driver of visibility and publicity.

The name of a hotel is always presented

as follows: "Pullman" + Name of city
PP UULLL LM
PMUALNALP M
UP LALP
N R
NMIASPARANBIRESPIRSACBRBYEIESR
R BCC Y
EYR C Y
+ Suffix.
P U L L M PA UN L V
LMPI LUALLNEL M
SC UIATFNYF IVSXIUEL FL FE I XS EU F F I X E
The suffix usually corresponds to the PP UU LL LL MMA AN N PV AI LRLIES SL UA F FD IÉXF EE N S E
district in which the hotel is located,

PPP UU
ULLLL LLM
PMUALNA N
UP LALLPNMO
IASPAN
RANLID
RASPIOSADNLRÉLAIFASES NDDTL SÉAÉEFPFEDAENÉN
NSF ESCNERS AE S
but may also refer to a historical event,
to a distinctive local point of interest, etc. M ALP M
N R
PPP UU
ULLLL LLM
PM
MUALNA N
ALP M LALD
UL O
N DALAON
LNMO KONND
ALDSO
N ROOTNNNTPDEASOSRNTTNCAPRSPNAATANGSPNCAARCNARCSAR AS S
____
PP UULLL LM PMUALNALP M
UD LALM
N KMAO
N DARANN TKTDEAPRAREAK TNAELR
L GRIAATE ENRRGAAANNG TA I G O N E
IMPORTANT: PULLMAN DAKAR TERANGA
- Accents must be placed on the relevant letters wherever PULLM
P UALNLP M
UMLAOLNN
MTM
APNOE N
LMLTIOPENERLT LPAIENELRTLIIG
AE O
NR N
T AIEGN OT INGE O N E
appropriate
- Each hotel name is subject to contractual conditions and PULLMAN MONTPELLIER ANTIGONE
must be validated by the Pullman Marketing Department. It
must be used consistently in all means of communication,
including telephone details

SEE ALSO:
> Brand block combined with hotel name

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TRANSLATIONS OF
BILINGUAL DOCUMENTS
PRESENTATION
In bilingual documents, English must be
the first language read. The local language
then follows.

For document titles and headings,

the two languages are separated by a “/”.
The local language is printed in italics
to distinguish it from the English.
Quick departure form, both sides
For everyday texts, the two languages
are either separated by a “/” or printed as
Laundry form
two clearly separate paragraphs.
The local language is printed in light
type and in italics to distinguish it from
the English.

For slogans, taglines, straplines and teaser

texts, the local language is placed
underneath the English. It is printed in italics
and in a 50% smaller body (in so far as it
remains legible - minimum 6/7 body).
____

IMPORTANT:
- In the case of titles, if the two languages are printed
on two different lines, do not use the “/” at the end
of the first line “Plant for the planet” label, both sides
- The Connectivity by Pullman card is in progress. The visual
shows only graphic line treatment of typography. The
sentences are not final

Connectivity by Pullman card

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TRANSLATIONS OF
BILINGUAL DOCUMENTS
SPECIAL CASE
When the translation is not presented
on the same page or the same panel,
the typographic treatment of the translation
is applied differently.

The standard text in the local language

(example: breakfast order leaflet) is no
longer set apart from the English by being
printed in italics. Both languages are
treated in the same way.

Only headings (example: room service

leaflet) and taglines keep their distinction Four-page breakfast order leaflet (pages 1, 2 and 3)
preserving italics on local language.
____

SEE ALSO:
> Translations of bilingual documents: presentation

Three-panel room service leaflet (inside pages)

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EDITORIAL TONE PULLMAN

All texts must be written in an upmarket FRANGIPANI FLOWERS INSPIRE THE DESIGN
yet not ostentatious tone. OF THE PULLMAN BALI LEGIAN NIRWANA
A “Less is more” style: restraint in the HOTEL. SHOPS, SPA, POOL WITH OCEAN VIEW
service of efficiency.
— PULLMAN PROVIDES A MODERN
Speak candidly: a natural and simple
delivery, direct and unhindered,
INTERPRETATION OF TRADITIONAL BALINESE
immediately understandable. HOSPITALITY.
A creative style: we create a unique NOT PULLMAN
language for Pullman.
A relaxing moment in the spa, a sublime experience in the swimming pool with an ocean view, and a break for
A “lively” tone: positive, energetic, shopping. Inspired by the shape of Frangipani petals, the Pullman Bali Legian Nirwana hotel invites you to
persuasive. discover Balinese hospitality.
____

IMPORTANT:
The editorial style guide presents the right style and
editorial tone to be adopted, and gives vivid and relevant
practical examples. It is advised to refer to this guide PULLMAN

SEE ALSO: LE PULLMAN AACHEN QUELLENHOF IS IN THE

> Editorial style guide
CENTRE OF TOWN. EQUALLY CONVENIENT FOR
BUSINESS AND PLEASURE.
NOT PULLMAN

The Pullman Aachen Quellenhof, which is situated in a central neighbourhood, attracts businessmen
and it also attracts tourists.

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ICONOGRAPHY
PHOTO SHOOT GUIDELINES
The purpose of these guidelines is to guide
the photographer. The quality of the result
achieved will enhance the value of the brand
name and make it stand out from the
competition.

LIGHT: use natural daylight whenever

possible; focus on playing with light and
shadows to create vibration. Shades and
tones are warm and welcoming.

PEOPLE: casting (customer/staff) is

cosmopolitan. Attitudes and poses are
natural and elegant, and put across a feeling
of serenity and well-being. The subject is
immersed in his or her world and forgets that
the photographer is there.

SHOT FRAMING: preferably horizontal, with

wide, medium or close-up shots, working to
show volumes, design, materials, atmosphere
and the scene to their full advantage. Do not
overload compositions with too many objects
or with complex objects.

DESIGN: focus on colourful and elegantly-

shaped objects/furniture in a contemporary
design but without being ostentatious.
Through them, the mood and spirit of the
brand will also be expressed.
____

SEE ALSO:
> Iconography: use of images
> Photographic brief for hotel reports

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ICONOGRAPHY
USE OF IMAGES
Images are mainly used in sales
and marketing documents such as hotel
brochures and leaflets.

Images are used without artifice or

graphic effects, either full page or in
a less imposing size, but never as
thumbnail versions.
____

SEE ALSO:
> Iconography: photo shoot guidelines

Hotel brochure

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ICONOGRAPHY
PICTOGRAMS
INTERNET THEME-BASED PETS CHILDREN’S LIGHT MEAL CHILDREN’S
A set of pictograms has been designed to ACTIVITIES WELCOME SERVICE MENU
meet the needs of signage, guidance and
information materials in and around the
hotel, and for use in sales and marketing
documents (web and print) developed by
the brand or by hotels.

The design of these pictograms is plain

and simple, and neutral enough to satisfy SWIMMING POOL ROOM BUS AIRPORT UNDERGROUND FERRIES
the requirement for integration across the SERVICE SHUTTLE
territory covered by the brand.
____

IMPORTANT:
- The pictograms are used in charcoal grey on a light
background or in solid white on a dark background. Make
sure they are legible
- The minimum size to be used is 5 mm wide AT LEAST 5 MM
- The list of pictograms shown here is not exhaustive

TECHNICAL SPECIFICATIONS:
Vector format

CHARCOAL GREY
CMYK: black at 90%
PANTONE: black U at 90%
RGB: 61/60/60
#: 3d3c3c

WHITE

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PRINT PRODUCTION
PAPER RECOMMENDATIONS
The paper used across all brand
communication materials is Balance Pure.

It has been selected for its natural, matt,

upmarket and highly contemporary look.

Recommended paper grammages vary

between 120 gsm and 300 gsm.
____

IMPORTANT:
- As this is an offset paper, it is recommended that 2 days’
drying time be allowed after printing to prevent smudges
and finger marks
- Full colour (four-colour process) images must be prepared
and under colour removal carried out to prevent poor
rendering
- In countries where Balance Pure is not marketed, its
generic definition must be used as a basis when searching
for the nearest equivalent: offset paper, 100% recycled
virgin fibre, chlorine-free, FSC 
BALANCE PURE
Balance Pure is a chlorine-free,
100% recycled virgin fibre offset paper.

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PRINT PRODUCTION
PREMIUM TREATMENT
To give an even more luxurious finish,
the brand block or the symbol alone can
be printed using high quality processes.

Gloss spot varnish is printed using a silk

screen process, in two layers, with UV
drying.

Glossy charcoal grey ink relief is printed

using a silk screen process and in
particular may be used to highlight the
brand block on business cards
____
Gloss spot selective varnish finish on Balance Pure
IMPORTANT:
- It is crucial that two layers of gloss spot varnish be applied
to deliver the proper thickness and quality finish
- These treatments require special skills and expertise.
Choose the service provider carefully and make sure the
appropriate techniques are fully mastered.

Ink relief finish on Balance Pure

> Download these files

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CONFIDENTIALITY NOTICE
This Pulllman document content is
confidential and shall not be disclosed as
such to any person or entity other than:

1. To employees or authorized
subcontractors who need to know the
content of this Pullman documentation for
the purposes of implementing or evaluating
the Pullman Brand standards (collectively,
“Representatives”); provided that such
Representatives have been informed of the
confidential nature of this Pullman
documentation and instructed to hold such
information in confidence,

2. As required by any supervisory authority

provided, however, that if disclosure is
required, written notice of such required
disclosure shall be given to the Pullman
Headquarters team.
In receiving this document, you
acknowledge to hold such information in
confidence and to strictly follow the rules
described above.
Copying in any way whatsoever or in any
form whatsoever, either partially or fully,
documentary material (including
photographs and text) included in this
Pullman document is strictly prohibited.

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