LOGO
CHAPTER
4.1.1
Core elements
‘Radisson’ appears as a personal signature. The letters
were created exclusively for us and, like your
own, individual signature, cannot be duplicated by
a typeface.
The SAS logo appears here in the same style as on
all the airline’s material. It is made up of two specially
drawn elements: the SAS letterforms and a square
symbol with rounded corners. Do not try to create this
logo yourself.
The brush stroke always appears beneath the logo
signature. Do not change its angle or proportions
to the signature. Do not try to draw your own; use
the artwork.
These three elements never change in their size
and positioning to one another.
LOGO
CHAPTER
4.1.2
Core elements
For all multiple hotel advertising, in-room collateral
and on flags, the words HOTELS & RESORTS appears
under the logo, and, in fact, becomes part of it. These
words represent our increased emphasis towards the
leisure market and help to position ourselves more
accurately for the future.
Never attempt to create any logo for yourselves.
Masters are available, suitable for all media, from
Cornerstone.
LOGO
CHAPTER
4.1.3
Full colour logo
The master logo is shown here in full colour version.
The Radisson signature appears in letters that were
created exclusively for our company. This signature,
like your own, can never be duplicated by a typeface.
It should always be reproduced in black.
The SAS logo always appears in the same relationship
to the Radisson signature as shown here. The two
elements can never be moved apart or adjusted in
size individually.
SAS Blue (special colour)
PMS 2738 CV
RGB colour: R0, G0, B153
The brush stroke always appears beneath the Radisson
signature and in the same colour as the SAS logo.
We always refer to this colour as SAS Blue.
The Radisson SAS logo may not be printed in any
other colours than shown here. If you cannot print
using special colours or the full colour process,
then the logo must print black.
The only possible exceptions to this rule are where
the logo runs over a photographic background.
For guidelines and examples see chapter 4.2.5.
SAS Blue (full colour process)
100% Cyan 80% Magenta
RGB colour: R0, G0, B153
In all cases, the SAS lettering appears white.
There is no negative (reversed) form of this logo.
LOGO
CHAPTER
4.1.4
Single colour logo
The logo is shown here in the single colour version.
It must always appear black. The logo must never be
reproduced in any other colours.
Black
100% Black
RGB colour: R0, G0, B0
LOGO
CHAPTER
4.2.1
Sizes of logo reproduction
The size of the logo varies according to the overall size
of the item on which it appears. The preferred sizes
of the logo on print applications is shown in the table
below.
Some exceptions to this list exist on tall, thin items
such as hotel rackfolders. In these special cases, the
size of the logo may be increased but should never
be more than 50% of the total width of the piece
of collateral.
For other sizes, contact Cornerstone.
The logo may never be reproduced less than
28mm wide, except in exceptional circumstances
(eg. pens).
The words HOTELS & RESORTS may be removed
from logos under 28mm in width if legibility proves
a problem.
Please note. If you are to increase or decrease the
logo on computer, remember to check that both
horizontal and vertical measurements have been
adjusted in proportion to each other. This will avoid
the appearance of expanded or contracted logos,
which are not in accordance with Graphic Standards.
Paper size
Measurement
Size of SAS box
Overall logo size
A0
(840 x 1189)
44
248
Postersize
(700 x 1000)
38
212
A1
(594 x 840)
31
175
A2
(420 x 594)
22
124
A3
(297 x 420)
15
87
A4 Portrait
(210 x 297)
11
62
A4 Landscape
(297 x 210)
12
67
A5 Portrait
(148,5 x 210)
8
45
A5 Landscape
(210 x 148,5)
11
62
(100 x 210)
8
45
M65 Portrait
M65 Landscape
(210 x 100)
10
56
A6 Portrait
(105 x 148,5)
7
39
A6 Landscape
(148,5 x 105)
Minimum size
All measurements are in millimeters
8
45
5
28
LOGO
CHAPTER
4.2.2
Positioning
The logo should always appear in the bottom right-hand
corner of any piece of display, collateral or advertising.
There are specific guidelines for the accurate positioning
of the logo, and there is a clearly defined measurement
between the logo and the extreme edges of the paper
or space in which it appears. This measurement, or
margin, is set at one SAS logo box to the right and
beneath the logo. This margin may vary in proportion
to the size of the logo and the material on which
it appears.
The baseline of the logo is defined as being the bottom
of the text line HOTELS & RESORTS.
When defined as above, these margins also apply
across the baseline and on the left side of the
advertisement or collateral item.
Please note that under no circumstances may any
text run beneath the logo baseline. See the chapter
‘Advertising’ for advice on incorporation of hotel
names and addresses, etc.
There are some exceptions to the margin placement
on faxable items and pieces which have to be placed
in frames. Contact Cornerstone for advice on
individual items.
1x
1x
(Actual A4 size)
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1x
(Actual A5 portrait size)
LOGO
CHAPTER
4.2.3
Safe area
The logo is best seen when positioned in a safe area
within which no other text or illustrative matter may
fall. This is important in order to protect the integrity
of the Radisson SAS logo. To achieve maximum
impact, a minimum safe area around the logo has
been defined. The safe area is relative to the size of
the SAS box logo.
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100%
100%
100%
100%
(Actual A4 size)
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It is preferred to have one SAS box on the top, sides
and bottom. There is a minimum of 50% one SAS box
allowed on the top of the logo.
50%
100%
100%
100%
(Actual A4 size)
LOGO
CHAPTER
4.2.4
Background colours
The Radisson SAS logo may only appear on two
background colours. Our primary background colour
is pure white, and this should be adopted for most
items of material.
Note that the SAS lettering within the blue logo box
always appears white. This means that your base printing
stock must always be white.
For special purposes, the logo may appear on a silver
background. Please check with the production
department at Cornerstone, as printing silver is
difficult and time-consuming, and therefore has
budget implications.
For the production of giveaways and for sponsoring
activities, special rules apply to background colours.
For further information, please see chapter 4.6.1.
The examples shown here have been printed using
both the full-colour process for the SAS Blue and
a special colour.
It is recommended to print using SAS Blue as a
special colour.
Full-Colour Process
White
SAS Silver PMS 877
Special Colour
LOGO
CHAPTER
4.2.5
Background colours
There may be cases where the logo may have to
run over colour and black & white photographic
backgrounds. This may present legibility problems for
the signature and baseline text HOTELS & RESORTS.
In these cases alone, a special logo may be used
as shown here.
If using this logo, remember that only the signature
and baseline text may appear white. The brush stroke
and SAS logo box must be reproduced in SAS Blue.
The SAS letters must, of course, be white. A special
logo for black & white (single colour) work is shown
here also.
These logos may only be used on photographic
backgrounds and only if the standard logo cannot
be read easily.
Do not use on very dark backgrounds or sections
of pictures where the definition between the brush
stroke/SAS logo and the background does not
register sufficiently.
Full-Colour Process
Special Colour
Full colour photographic background
Single colour black & white photographic background
LOGO
CHAPTER
4.3.1
Incorrect logo use
Please don’t...
...use our old logos from now on in any new
collateral or advertising.
...print the logo in colours other than
specified in this manual.
...distort the logo.
...change the relationship of the logo elements.
...reverse the logo white out of a dark
or black background.
...invade the safe area.
...alter the colour elements of the logo.
...add any other text under the logo.
...use it vertically.
...reproduce the logo as a tint of black.
...print the logo on a background colour other than
those listed in this manual.
The difference is genuine.
...add the tagline to the new logo.
...print the logo so the SAS letters do not print white.
...use the special signage
logo on printed collateral.
LOGO
CHAPTER
4.4.1
Special logo versions
Shown here are examples of Arabic and Chinese
logos. They are strictly for local use only.
Master artworks are available on request from
Cornerstone.
LOGO
CHAPTER
4.4.2
Special logo versions
Shown here are different examples of the special logo
versions.
The individual hotel logo can be used on signage,
giveaways and for sponsoring activities. You can never
use this logo in advertising. Please see chapter 8
for use on signage.
For the production of giveaways and for sponsoring
activities, special rules apply to background colours.
For further information, please see chapter 4.6.1.
Individual hotel logo
Individual hotel logo
The individual hotel logo, with destination, can be used
in single hotel advertising and on printed collateral.
In special cases if a hotel is participating in
sponsoring activities the individual hotel logo, with
destination, can be used. Please note that clearance
for this special use must be given by Cornerstone.
For use of logo’s on specific items please see the
scheme in chapter 4.5.1.
Individual hotel logo, with destination
Master artworks must be ordered from Cornerstone.
Individual hotel logo, with destination
LOGO
CHAPTER
4.4.3
Special logo versions
Logo with ‘HOTELS THAT LOVE TO SAY YES!’
strapline.
This logo is only to be used with the main image
campaign and meetings advertising.
For use of logo’s on specific items please see the
scheme in chapter 4.5.1.
Signage logo
This logo can never be used on printed collateral
or in advertising.
HOTEL
LOGO
CHAPTER
4.4.4
Special logo versions
In certain cases, a specially-created vertical logo may be
used for signage on walls of the property. It may only
be produced in channel letters, lit from within.
Important note: this version of the logo may only be
used for exterior, high-level signage and flags.
See chapter 8 for more information.
The SAS logo should always be centred over the width
of the space available.
LOGO
CHAPTER
4.5.1
Which logo to use where
Radisson SAS logo
‘Hotels & Resorts’
Radisson SAS logo
‘individual hotel’
Radisson SAS logo
‘individual hotel,
with destination’
Radisson SAS logo with
‘Hotels that love to say yes!’
strapline
ADVERTISING
Multiple hotel
X
X
Single hotel and Recruitment
X
Meetings multiple & single hotel
X
X
Posters
Multiple hotel
X
Single hotel
X
Postcards
Multiple hotel
X
Single hotel
X
Billboards, Banners & Hoardings
Multiple hotel
X
X
Single hotel
X
WEB
Web banners
Multiple hotel
X
X
Single hotel
X
Meetings multiple & single hotel
Web extra pages
X
X
SIGNAGE
Street level, monument, pylon, decals, rostrums/lecterns
X
Road/traffic
X
Flags
X
Construction sign
X
Vehicle
X
X
X
IN-ROOM COLLATERAL
Do not disturb doorhanger, breakfast doorhanger etc.
X
SALES & MARKETING COLLATERAL
Fact Sheet, Rackfolder, Meeting Planner, Sales Cover
X
Brochures and flyers (leisure, christmas, events etc.)
X
GIVEAWAYS, SPONSORING
X
X
MISC. HOTEL ITEMS
Bar/restaurant menu cards, minibar, room service menu etc.
X
Telephone shield, laundry list etc.
X
X
X
LOGO
CHAPTER
4.6.1
Corporate giveaways
& sponsoring
The main purpose of giveaways and sponsoring actvities
is to continue the building of brand awereness and
recognition. It is highly recommended that the
‘HOTELS & RESORTS’ logo is used. These words
represent our increased emphasis towards the leisure
market and will help build the brand throughout the
world.
However, if the market segment points more towards
local brand building, the individual hotel logo can be
used.
White
Light Grey
When participating in sponsoring activities, the
background colour should be white whenever possible.
If the background colour cannot be influenced, the logo
must be positioned where the definition between the
brush stroke/SAS logo and the background register
sufficiently. If using the special ‘white’ logo, remember
that only the signature and baseline text may appear
white. The brush stroke must be reproduced in SAS
Blue. The SAS letters must, of course, be white.
Black
On dark blue background, where the ‘normal’ logo will
not register sufficiently, a special ‘outline’ logo can be
used. The use of this logo must always be approved
by Cornerstone.
Remember that safe area rules apply, please see
chapter 4.4.2.
For further guidelines on giveaways and sponsoring,
please contact Cornerstone.
Sand/Light Brown
Red
Blue
LOGO
CHAPTER
4.6.2
Corporate giveaways
& sponsoring
Engraving on stainless steel
On materials such as metal, leather, plastic and glass,
the logo can reproduced using different techniques.
It can be printed, painted, embossed, engraved or
etched. Shown here are some diffent examples.
When reproducing the logo using other methods than
printing, the SAS letters must remain in the original
material. All other parts of the logo are embossed,
engraved or etched into the material.
Engraving on brass
For further guidelines, please contact Cornerstone.
Embossing on leather
Silver reflex logo on black plastic
Engraved on transparant material
Engraved and painted on brass
Engraved and painted on stainless steel
Printed on transparent material