logo and design guidelines

effective July 2011

table of contents
logo overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
logo history . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
logo clear space requirements . . . . . . . . . . . . . . . . . 3
logo minimum size requirements . . . . . . . . . . . . . . . 3
logo colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
acceptable logo color variations . . . . . . . . . . . . . . . 5
acceptable logo use on backgrounds . . . . . . . . . . . 7
logo usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
exterior signage/tiered logo options . . . . . . . . . . 10
brand campaign section
typefaces . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
color palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
upper and lower case font usage . . . . . . . . . . 12
advertising copy points . . . . . . . . . . . . . . . . . . 12
tagline usage . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
hojo usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
graphic dot usage . . . . . . . . . . . . . . . . . . . . . . . 14
additional logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
outdoor billboards . . . . . . . . . . . . . . . . . . . . . . . . . . 16
d.o.t. highway signage . . . . . . . . . . . . . . . . . . . . . . . 17
van graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
letterhead, business cards
and envelopes. . . . . . . . . . . . . . . . . . . . . . . . . . . 19
rack cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
ad designs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
on-property collateral . . . . . . . . . . . . . . . . . . . . . . . 22
photography standards . . . . . . . . . . . . . . . . . . . . . . 23
interior and exterior signage standards . . . . . . . . 25
1
This logo and design guideline is to be referenced and followed when creating
marketing and advertising materials for Howard Johnson.
For questions about this guide, or for materials, please contact the Operations
Support Desk at 1-800-221-6770. Materials are also be available on MyPortal.
The Howard Johnson logo communicates the personality, promise and vision of the company. The
components of the logo are comprised of the roof arch graphic and the Howard Johnson signature
typeface. When used on consumer-facing advertising or marketing materials, the logo should always
be used in its complete form. The signature can appear alone, however the roof arch graphic cannot.
Howard Johnson
logo overview

roof arch graphic
signature typeface
logo history
The brand was named for its founder, Howard Johnson. HoJo became a common nickname for the
brand in the US, and ultimately around the world.
2
Orange roofline reminiscent of
traditional Howard Johnsons
orange roof and logo colors
Sun rays (signifying energy and
bright future); teal blue color
reminiscent of traditional
Howard Johnsons logo
Stylized globe (signifying
international brand presence)
Howard Johnson
clear space requirements
Clear space and minimum size requirements are rules that help ensure the clear visibility and legibility
of a logo in all applications. These guides prevent the logo from being crowded by other graphics or
appearing in sizes too small to be legible.
X
X X
X
3
The Howard Johnson logo should not be used smaller than the measurements below for maximum
legibility in print and online applications.
1
Minimum width for
printed materials
300 pixels
Minimum width for electronic
and online formats
minimum size requirements

The following color breakdown is to be used when reproducing the Howard Johnson logo in print.
(coated or uncoated stock)
full color:
cymk and pantone spot color
pantone 021 orange
c/ 0
m/ 65
y/ 83
k/ 0
pantone 2985 teal
c/ 72
m/ 0
y/ 0
k/ 0

pantone 315 dark teal
c/ 100
m/ 0
y/ 15
k/ 47

pantone 287 blue
c/ 100
m/ 69
y/ 0
k/ 11

4
Howard Johnson
logo colors

PANTONE
287

PANTONE
021

PANTONE
2985
PANTONE
315
Howard Johnson
acceptable logo color variations

one color logo
flat
two color logo
flat
pantone 287 blue

pantone 021 orange
pantone 287 blue
pantone 021 orange
5
reversed logo
pantone 021 orange
(please refer to pantone
color breakdown on the
previous page for other colors)

Howard Johnson
acceptable logo color variations

grayscale logo


black and white logo
flat

reverse logo


6
Howard Johnson
acceptable logo usage on backgrounds

on white background
When printing the Howard Johnson logo on backgrounds, always make sure the logo stands out
clearly. Do not let the background detract from the logo.
on light color background
Please note that there should
always be a white background
behind the window arch when
reproducing the logo on a colored
background.
use the reversed version
of the logo as shown when
reproducing on an orange
background
7
Howard Johnson
logo usage
8
logo lockup usage
When using the Howard Johnson logo, the Howard Johnson roof arch cannot be used alone.
However, the Howard Johnson type can be used by itself as a graphic element.
correct
incorrect
Do not change the proportion of the roof arch to the Howard Johnson type, as shown below.
incorrect proportions
Do not change the line below the logo from a straight line into a curvy line.
Howard Johnson
logo usage
do not use the Howard Johnson
logo on backgrounds with
clashing colors
do not use the Howard Johnson
logo on backgrounds with
busy, distracting details
do not use the Howard Johnson
logo with heavy or distracting drop
shadow effects
9
incorrect logo usage on backgrounds
When printing the Howard Johnson logo on backgrounds, always make sure the logo stands out
clearly. Do not let the background detract from the logo.
The Plaza Hotel logo is to be used by Plaza Hotel
properties on permanent and/or exterior signage
only. The tiered logo is not used on marketing
communication materials, such as advertising,
sales literature, direct mail, property collateral
or stationery.
The Express Inn logo is to be used by Express Inn
properties on permanent and/or exterior signage
only. The tiered logo is not used on marketing
communication materials, such as advertising, sales
literature, direct mail, property collateral or stationery.
The Inn logo is to be used by Inn properties on
permanent and/or exterior signage only. The tiered
logo is not used on marketing communication materials,
such as advertising, sales literature, direct mail, property
collateral or stationery.
The Hotel logo is to be used by Hotel properties
on permanent and/or exterior signage only. The tiered
logo is not used on marketing communication materials,
such as advertising, sales literature, direct mail, property
collateral or stationery.
Howard Johnson
permanent exterior signage/tiered logos

Logo artwork has been created for each of the Howard Johnson product tiers. This logo is to be
used on property exterior signage only. A property may use only the correct logo for its product tier,
as stated in the franchisee agreement.

10
PANTONE
Rubine Red

PANTONE
215

PANTONE
185
PANTONE
172
The font used used in the tier designations is Alexon.
main body copy
Gotham Rounded Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789
main headline copy
Gotham Rounded Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789
alternate uses
Gotham Rounded Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
0123456789
Howard Johnson
typefaces

The Gotham Rounded typeface is used in all Howard Johnson consumer marketing communications.
When Gotham Rounded is unavailable, such as for online or corresponding applications, the typeface
Arial Rounded MT Bold is used. Gotham Rounded can be purchased from online type sources,
including Hoefler & Frere-Jones at www.typography.com.
11
brand campaign section
color palette

The two main Howard Johnson colors to be used on advertising collateral and marketing materials
are the following orange and teal colors:

pantone 021U orange
c/ 0
m/ 65
y/ 83
k/ 0
pantone 298C teal
c/ 72
m/ 6
y/ 4
k/ 0
This section outlines elements used in the current Howard Johnson go happy. go hojo. campaign.

This campaign highlights the brands commitment to happy in all forms in an effort make the brand
relevant to guests of all ages while creating an atmosphere of ongoing guest delight that consistently
exceeds expectations.
Howard Johnson
correct upper case and lower case font usage

On consumer-facing advertising materials, be aware of the usage of upper and lower case fonts.
Headlines on advertising materials should always be set in lower case. Body copy is always set in
upper and lower case letters. You may refer to your property as hojo in lower case letters where
applicable.
12
come join howard johnson anaheim
for free ice cream this saturday!
example:

Thank you for 10 years of business in the community!
Come join us from 4pm to 6pm this Saturday at
Howard Johnson Anaheim to enjoy free ice cream.
brand campaign section
headline is
always lower case
body copy is
always upper
and lower case
If you are going to use lower case letters in an advertisement, just keep it consistent. However
if you use a proper name, such as Harlem Globetrotters you may keep it all lower case in the
headline, yet use upper and lower case letters in the body copy.

advertising copy points or headlines
The following is a list of copy points that can be used for headlines and/or body copy points.
saving money makes you happy!
comfy beds makes you happy!
come in and be happy!
Howard Johnson
tagline usage
go happy. go hojo.

The go happy. go hojo. campaign message should be used separately from the Howard Johnson logo.
It should be used as a stand-alone item on consumer-facing marketing materials. The letters are always
lower-cased. A registration mark should always be used on the first usage of the tagline on a page. The
tagline is always typeset in Gotham Rounded bold.

13

hojo usage

The following examples illustrate the correct and incorrect usage of the word hojo.
Rules:
1. hojo should always be one word, not two
2. dont use a hyphen
3. dont use a space between ho and jo.
brand campaign section
hojo
HoJo
HOJO
Hojo
Ho-Jo
ho-jo
Ho jo
Ho Jo
correct usage
incorrect usage
Howard Johnson Anaheim Howard Johnsons Anaheim
Howard Johnsons Anaheim

howard johnson usage

When referring to a Howard Johnson property, it is never possessive or plural. Please see examples
below for the correct usage of listing a Howard Johnson property.
correct usage
incorrect usage
brand campaign section
Howard Johnson
graphic dot usage

The happy dot pattern consisting of orange and teal dots (see color breakdown on page 9) can be used
as a border or graphic treatment on advertising materials and on-property collateral. It can be used either
horizontally (as shown) or vertically. Refer to MyPortal for design elements. These supporting graphic
elements are to be used sparingly as a secondary design element, not as the main graphic. The happy
dot pattern can be used as a border at either the top, the bottom, or the side of the page. When using
the dot pattern, please make every effort not to clip the dots in half.
DO NOT run the graphic dot pattern
around all sides of an ad. Only put
the dots on one side.
INCORRECT usage of dots. DO NOT
clip the dots in half as shown.
14
CORRECT usage of dots
on a border. Note that dots
are NOT cut in half.
Howard Johnson
additional logos

wyndham rewards logo
The Wyndham Rewards logo is used whenever the Wyndham Rewards program is referenced.
It is printed in Pantone 285 Blue and Pantone Cool Grey 9. (Please see Wyndham Rewards Logo
Guidelines available from MyPortal for complete usage details.) High resolution logo artwork is
available on MyPortal.
15
rise & dine breakfast logo
The Rise & Dine logo is used on all consumer-faced signage and marketing materials that relate to
the Howard Johnson on-property complimentary breakfast. It is printed in full color.
Howard Johnson
outdoor billboards

Howard Johnson outdoor billboard designs utilize an orange background, white reverse type, and
the signature happy dots for visible branding. Outdoor billboard designs are available to be ordered
through www.markethojo.com. Directional billboards can be customized for your property and
delivered to the media of your choice.
happiness right around the corner.
go right on Richardson.
go happy. go hojo.

go happy. go hojo.
go right on Richardson.
go happy. go hojo. at $59.99 a night.
exit 47. right on Harris.

16
Howard Johnson
d.o.t. highway signage

Howard Johnson d.o.t. highway signage always uses the Howard Johnson non-tiered logo. The
Howard Johnson logo must be prominently featured in the center of the allotted space on all d.o.t.
signage.* Do not use any messages set in the Gotham font on d.o.t. signage. The logo may be
reproduced on either a white background or on the pantone 021 orange background.
LODGING EXIT 123
17
*Please note some state d.o.ts mandate different colors for backgrounds. In such
cases, a variance of the background color will be permitted.
Howard Johnson
van graphics

Vehicles act as mobile advertisement for the Howard Johnson brand. The following example provides
guidelines for the correct usage of the Howard Johnson graphics on a van.
phone number
& url
1-800-446-4656
hojo.com
happy
dot graphic
hojo logo
hojo logo
hojo logo
1-800-446-4656
hojo.com
phone number
& url
18
(All information should be typeset in Gotham font.)
You may add
your property
info here.
phone number
& url
1-800-446-4656
hojo.com
happy
dot graphic
hojo logo
hojo logo
hojo logo
1-800-446-4656
hojo.com
phone number
& url
letterhead
8.5x11
2 color
personalized
Howard Johnson
letterhead, business cards, and envelopes

Howard Johnson letterhead, business cards and envelopes must always utilize the licensed
Howard Johnson logo. The logo is positioned in the upper left-hand corner. All letterhead, envelopes,
and business cards should be personalized with the propertys address, phone number and pertinent
contact information. All stationery items can be ordered from a variety of vendors, including
www.markethojo.com or hojostore.com.
123 Your Street Your Town, ST 12345
Phone: (123) 456-7890 Fax: (123) 456-7890
email: youremail@yourhotel.com
123 Your Street
Your Town, ST 12345
123 Your street Your town, ST 12345
P: (123) 456-7890 F: (123) 456-7890
yourname@email.com
happiness is my business.
hojo.com
1-800-I-GO-HOJO
Your Name
Your Title
envelope
9.5x 4.125
2 color
personalized
business cards
3.5x 2
full color
personalized
19
turn your stay into
extraordinary rewards!
free high speed internet
free Rise & Dine breakfast
earn extra Wyndham Rewards points!
go happy. go hojo.

C
M
Y
CM
MY
CY
CMY
K
HOJO_rack card_back.pdf 1 3/7/11 10:06 PM
Howard Johnson
rack cards

Howard Johnson rack cards can be ordered from www.markethojo.com. The rack card is designed
to include property specific information, address, map, services, area attractions, and property
photos. All rack cards can be ordered from a variety of vendors, including www.markethojo.com
or hojostore.com.
go happy. go hojo.

your hotel name

your street address
your town
city, state 00000
000-000-0000
custom rack card
4 x 9
full color
personalized
20
Your
amenities
here.
Your
property
info here.
Howard Johnson
ad designs

Howard Johnson ad templates are available from www.markethojo.com. These are standard
advertisements customized with your propertys information, amenities and photographs.
hojo.com
1

800

GO

HOJO
We proudly welcome Wyndham Rewards

members. wyndhamrewards.com

*Rise & Dine

Breakfast available at most locations. All Howard Johnson Hotels are independently owned and operated. 2011 Howard Johnson International, Inc. All Rights Reserved.
go happy. go hojo.

amenities that
make you happy!
free Rise & Dine breakfast
*
free high speed internet
ability to earn extra Wyndham Rewards points!
amenity here
amenity here
amenity here
your address
your city, state 00000
000-000-0000
21
Your
property
amenities
and info
here.
go happy.
go hojo.
SM
Amenities that make you
happy!
*At participating properties.
free high speed internet*
free Rise & Dine breakfast*
ability to earn extra
Wyndham Rewards points!
Howard Johnson
on-property collateral

Howard Johnson provides a variety of on-property collateral materials, including keycards, keycard
holders, do not disturb door hangers, notepads, comment cards, EarthSmart bedcards, and forget
something? cards. All of these materials and more can be ordered from either www.markethojo.com
or hojostore.com.
22
123 Your Street Your Town, ST 12345
Phone: (123) 456-7890 Fax: (123) 456-7890
email: youremail@yourhotel.com
happy now.
please do
not disturb.
favor de no molestar.
h
a
p
p
y
n
o
w
.
p
le
a
s
e
d
o

n
o
t
d
is
t
u
r
b
.
favor de no m
olestar.
go happy. go hojo.
go green.
by
Please see reverse for ways you can go green!
Howard Johnson
photography standards

Howard Johnsons approved photography vendor is VRX Studios and through your DOS, we are happy
to help you coordinate any photo needs you may have. These property images are for placement on
hojo.com as well as other supported distribution channels and media. It is important to the brand to
have high quality, updated photographs on our website to attract consumers. All photos must be taken
by VRX so we can be assured that we will maintain a consistent quality look and feel.
VRX Studios Pricing
The cost for a full shoot is $1,375. If you only need a few shots because of a renovation, the cost of a
partial re-shoot is $400 plus $100 per location.*
In certain circumstances, a waiver may be granted however you must contract a professional photographer
with architectural experience. The photographers portfolio must be approved by the brand prior to
the shoot. The photographer must also agree to sign a photography release agreement providing
Howard Johnson the sole rights to all the photographs.
Per our brand standard, the photos taken must meet the standards specified below.
The following photos are needed to comply with this standard:
2 standard rooms
1 lobby/front desk
1 bathroom
1 exterior
1 breakfast area if offered by the property
1 swimming pool if offered by the property
1 exercise facility if offered by the property
1 meeting room if offered by the property
1 restaurant if offered by the property
Guidelines:
No people in the photos
No toilet seat in the bathroom shot (must show the vanity, but can include the shower)
Photos must show depth of space (i.e. a room shot should not focus on the bed,
but the whole room)
Televisions must be off
No vertical photos
No panoramic photos
No night photos
No photos showing weather elements (e.g. snow, puddles, etc.)
unless appropriate to destination
No photos showing any items that are not normally included with the room
(e.g. flowers, breakfast tray, laptop, etc.)
23
Howard Johnson
photography standards
Post-Production
Image Resolution
The photos must meet minimum specifications, such as being shot for 8x10 inch size, 150-300DPI digital
images and converted and delivered at 72DPI in JPEG or BMP file format without password or other protection.
Sizing Specifications
125 x 95 (Web Thumbnail)
338 x 257 (Web)
902 x 600 (High Resolution- Print ready)
Please contact your Director, Operations and Support with a written request and approval to schedule
a photo shoot with VRX Studios.
*Pricing subject to change.
24
Howard Johnson
interior and exterior signage standards
For questions about interior signage standards, please contact either:
American Image
Jackie Goetschius
45 West Broad St.
Bergenfield, NJ 07621
phone: (800) 385-9223 x801
fax: (201) 384-5185
email: Jackieg@ahsign.com
website: www.ahsign.com
or
Graphic Systems
Daina Edmonon-Bailey
dbailey@gsi-graphics.com
(316) 267-4171
For questions about exterior signage standards, please contact:
Hotel Integration Team at 866-446-8357
All logo guidelines previously addressed in this document should be followed for exterior signage.
25