BW Plus BIM Sept 16

Brand Identity Guidelines
SEPTEMBER, 2016
Table of Contents
2 Introduction Property Business Card: One Sided
3 Best Western Plus Logo Property Business Card: Two Sided
4 Best Western Plus Logo Configurations Property Envelope
5 Logo Specifications: Clear Space Property Letterhead
8 Logo Specifications: Minimum Size Use of Facebook and Twitter
9 Logo Specifications: Color Usage on White Do Not Disturb Signs
11 Logo Specifications: Reversed Usage Front Office Form
12 Logo Specifications: Incorrect Usage Key Card Best Western Rewards
13 Best Western Plus Logo Files 39 Key Card Sleeves Best Western Rewards
14 Primary Brand Color 41 Key Card Folder Best Western Rewards
15 Secondary Brand Color Property Notepad
16 Gradient Specifications Property Rack Card
17 Primary Typography Sales Folder
18 Secondary Typography Guest Directory: Binder with Paper Cover
19 Typography Specifications Guest Directory: Binder with Paper Cover No Image
20 Photography Guest Directory: High Quality Material
Legal Line Guest Directory: Single-Sheet
Tagline (Optional) Postcards
Third-Party Names, Logos and Sub-Brands Print Ad: Full-Page
Required Branded Collateral Items Clothing Applications
26 Optional Branded Collateral Items 53 Telephone faceplate, Forget something & badges
27 Correct Display of Brand logo and Property Name 54 Promotional Item Applications
28 Correct Display of Property Name and Brand in Text Form Courtesy Vehicles
29 Branding Collateral with Property Logos 60 Summary
Visual Style: At a Glance
1
Introduction
Todays Best Western Plus is more contemporary, comfortable and inviting than ever before,
going beyond the expected from well-appointed guest rooms to upgraded amenities. Our new
identity signals that evolution. It's an iconic new expression of the exceptional accommodation our
guests have come to expect from Best Western Plus. It also represents our passion as we
continue to deliver the highest degree of hospitality and quality to todays traveler around
the world and around the block.
The following guidelines communicate the importance of accurate and consistent usage of
this new identity. From formatting and design guidelines for rack cards and stationery to guest
amenities and courtesy vehicle decals, these tools and insights will help us reinforce the new
spirit and vision for the future of the Best Western brand.
While comprehensive, these are general brand guidelines for using the Best Western Plus logo and
applying the Best Western Plus visual style. They are not intended to address every
possible application.
Wherever Life Takes You, Best Western Is There.

2
Best Western Plus Logo
The Best Western Plus logo serves as the signature of the Best Western Plus brand and should be used in all communications.
Consistent and correct usage of the Best Western Plus logo is critical in building and maintaining brand equity, encouraging
brand recognition and protecting the Best Western identity across all marketing communications.
3
Best Western Plus Logo Configurations
Todays diverse marketing environment requires a flexible system, which includes horizontal and vertical solutions.
Please use the configuration of the logo best suited for the available space. The logo must always be reproduced in
its entirety, with no elements used separately or removed unless otherwise stated in this guideline. For vector
versions of the Best Western Plus logo configurations, visit mybestwestern.com.
Horizontal Logo 3-line Vertical Logo*
Horizontal Logo 1-line
Note: The Best Western Plus vertical logo should only be used on business card and signage applications. Other applications are subject to approval by BWI/BWO. 4
Logo Specifcations: Clear Space
Clear space refers to the space around the logo that separates it from other elements such as text and the outside edges
of printed materials. Follow these logo specific tions to ensure maximum visibility and legibility in all communications. The
Best Western Plus logo should include a minimum clear space equal to the height of the B in the Best Western logotype.
X X
Note: When there are significant space constraints (e.g., web banners, promotional items) the clear space requirement for the logo may be modified subject
to approval by BWI/BWO. 5
Logo Specifications: Clear Space
X X X
Note: When there are significant space constraints (e.g., web banners, promotional items) the clear space requirement for the logo may be modified subject to approval by BWI/BWO.
6
Logo Specifications: Clear Space
Vertical Logo
X
X X
7
Logo Specifications: Minimum Size
Follow these specific tions for minimum size when scaling all versions of the logo. Do not reduce the logo any smaller
than the measurements indicated in the diagrams.
Horizontal Logo 3-line Horizontal Logo 1-line Vertical Logo
Print: Print: Print:

0.5" 0.375 0.875"
(13mm) (9.5mm) (22mm)
Web: Web: Web:

45 Pixels 35 Pixels 85 Pixels
8
Logo Specifcations: Color Usage on White
The Best Western Plus horizontal and vertical logos are available in four different color formats: CMYK, RGB, PMS and
Black and White. Always use the electronic artwork appropriate for your application as indicated below. These should always
be presented against a white background. For complete versions of the Best Western Plus logo, visit mybestwestern.com.
CMYK 2-Color PMS Gradient 1-Color PMS Gradient

Use this logo for all full-color print applications. Use this logo for all 2-color applications. Use this logo for all 1-color applications.
RGB 2-Color PMS Solid 1-Color PMS Solid

Use this logo for all screen-based communications. Use this logo for all 2-color applications where Use this logo for all 1-color applications where
the reproduction of the gradient is not feasible the reproduction of the gradient is not feasible
(e.g., non-print applications such as embroidery). (e.g., non-print applications such as embroidery).
9
Logo Specifications: Color Usage on White (continued)
The Best Western Plus horizontal and vertical logos are available in four different color formats: CMYK, RGB, PMS and
Black and White. Always use the electronic artwork appropriate for your application as indicated below. These should always
be presented against a white background. For complete versions of the Best Western Plus logo, visit mybestwestern.com.
Grayscale Black and White

Use this logo for all Black and White print Use this logo for all Black and White applications
applications. where the reproduction of the gradient is not feasible
(e.g., embossing).
10
Logo Specifications: Reversed Usage
The Best Western Plus horizontal and vertical reversed logos are available in fi e different color formats: CMYK, RGB,
PMS, Black and White and Grayscale. Always use the electronic artwork appropriate for your application as indicated below.
These should always be presented against solid cranberry, cranberry gradient or black (see pages 13 & 15 for color and
gradient specific tions). For complete versions of the Best Western Plus logo, visit mybestwestern.com.
CMYK CMYK Grayscale
Use this logo for all full-color print applications. Use this logo on a solid BWP Cranberry background Use this logo for all Black and White print applications
only on these items: apparelembroidery and screen when full color is not allowed. (i.e. newspaper and
print promotional items listed on pages 53 and 55. other publications, not for any other item listed in
(This combination is not for any other item listed in these guidelines).
these guidelines).
RGB PMS Black and White

Use this logo for all screen-based communications. Use this logo for all 1-color application when Use this logo for all Black and White print applications
gradient is not available. Only on these items: guest where the reproduction of the gray scale is not feasible.
directoriesembossing, apparelembroidery listed (i.e. newspaper and other publications, embossing guest
on pages 49 and 54. (This combination is not for any
directory, not for any other item listed in these guidelines).
other item listed in these guidelines).
11
Logo Specifications: Incorrect Usage
The Best Western Plus logo should be reproduced according to the specific tions set in these guidelines. Incorrect usage
can confuse our audiences, and makes brand recognition difficult Do not recreate any artwork; always use the approved
electronic artwork files supplied y Best Western at mybestwestern.com. Some common examples of incorrect usage are
shown below.
Do not alter the size relationship, or Do not change the typeface or colors Do not distort the icon or logotype. Do not use the BW Plus ligature
rearrange the positions of the logo of the icon or logotype. without the holding shape.
components.
Property
logo
Do Not isolate any element of Do not combine the Best Western Plus Do not use the Best Western Plus logo Do not use the Best Western Plus logo
the Best Western Plus logo. logo with a property logo or third party on a photographic background. on any colored background that
logo. is not approved for use.
12
Best Western Plus Logo Files
Horizontal Logo 3-line Horizontal Logo 1-line Vertical Logo
File Names: File Names: File Names:

CMYK CMYK CMYK
BW Plus Logo_Horizontal_3 Line_CMYK.eps BW Plus Logo_Horizontal_1 Line_CMYK.eps BW Plus Logo_Vertical_CMYK.eps
BW Plus Logo_Horizontal_3 Line_CMYK_Reversed.eps BW Plus Logo_Horizontal_1 Line_CMYK_Reversed.eps BW Plus Logo_Vertical_CMYK_Reversed.eps
RGB RGB RGB

BW Plus Logo_Horizontal_3 Line_RGB.eps BW Plus Logo_Horizontal_1 Line_RGB.eps BW Plus Logo_Vertical_RGB.eps
BW Plus Logo_Horizontal_3 Line_RGB_Reversed.eps BW Plus Logo_Horizontal_1 Line_RGB_Reversed.eps BW Plus Logo_Vertical_RGB_Reversed.eps
BW Plus Logo_Horizontal_3 Line_RGB_300dpi.jpg BW Plus Logo_Horizontal_1 Line_RGB_300dpi.jpg BW Plus Logo_Vertical_RGB_300dpi.jpg
BW Plus Logo_Horizontal_3 Line_RGB_72dpi.jpg BW Plus Logo_Horizontal_1 Line_RGB_72dpi.jpg BW Plus Logo_Vertical_RGB_72dpi.jpg
BW Plus Logo_Horizontal_3 Line_RGB.png BW Plus Logo_Horizontal_1 Line_RGB.png BW Plus Logo_Vertical_RGB.png
BW Plus Logo_Horizontal_3 Line_RGB_Reversed.png BW Plus Logo_Horizontal_1 Line_RGB_Reversed.png BW Plus Logo_Vertical_RGB_Reversed.png
PMS PMS PMS

BW Plus Logo_Horizontal_3 Line_PMS_Gradient.eps BW Plus Logo_Horizontal_1 Line_PMS_Gradient.eps BW Plus Logo_Vertical_PMS_Gradient.eps
BW Plus Logo_Horizontal_3 Line_PMS_Solid.eps BW Plus Logo_Horizontal_1 Line_PMS_Solid.eps BW Plus Logo_Vertical_PMS_Solid.eps
BW Plus Logo_Horizontal_3 Line_PMS_Solid_Reversed.eps BW Plus Logo_Horizontal_1 Line_PMS_Solid_Reversed.eps BW Plus Logo_Vertical_PMS_Solid_Reversed.eps BW PLUS
BW PLUS Logo_Horizontal_3 Line_2 PMS_Gradient.eps BW PLUS Logo_Horizontal_1 Line_2 PMS_Gradient.eps BW Plus Logo_Vertical_2 PMS_Gradient.eps
BW PLUS Logo_Horizontal_3 Line_2 PMS_Gradient Rev.eps BW PLUS Logo_Horizontal_1 Line_2 PMS_Gradient Rev.eps BW Plus Logo_Vertical_2 PMS_Gradient Rev.eps
BW PLUS Logo_Horizontal_3 Line_2 PMS_Solid.eps BW PLUS Logo_Horizontal_1 Line_2 PMS_Solid.eps BW PLUS Logo_Vertical_2 PMS_Solid.eps
BW PLUS Logo_Horizontal_3 Line_2 PMS_Solid Rev.eps BW PLUS Logo_Horizontal_1 Line_2 PMS_Solid Rev.eps BW PLUS Logo_Vertical_2 PMS_Solid Rev.eps
Grayscale Grayscale Grayscale

BW Plus Logo_Horizontal_3 Line_Grayscale.eps BW Plus Logo_Horizontal_1 Line_Grayscale.eps BW Plus Logo_Vertical_Grayscale.eps
BW Plus Logo_Horizontal_3 Line_Grayscale_Reversed.eps BW Plus Logo_Horizontal_1 Line_Grayscale_Reversed.eps BW Plus Logo_Vertical_Grayscale_Reversed.eps
Black and White Black and White Black and White

BW Plus Logo_Horizontal_3 Line_BW.eps BW Plus Logo_Horizontal_1 Line_BW.eps BW Plus Logo_Vertical_BW.eps
BW Plus Logo_Horizontal_3 Line_BW_Reversed.eps BW Plus Logo_Horizontal_1 Line_BW_Reversed.eps BW Plus Logo_Vertical_BW_Reversed.eps
Note: Always use the official electronic logo files provided at mybestwestern.com. Files should never be recreated or altered in any way.
13
Primary Brand Color
Color plays an important role in the Best Western Plus identity. The primary brand color for Best Western Plus is Cranberry,
and it should be applied consistently across all communications. The Best Western Plus Cranberry Gradient may be used
to add visual impact. Always use the color values designated below. CMYK and PMS for print, RGB and Hexadecimal for screen.
Best Western Plus Cranberry Best Western Plus Cranberry Gradient
R 139 Light
C 32
G 25 C 20 R 182
M 100
B 54 M 100 G 29
Y 72
#8B1936 Y 62 B 74
K 27
K 10 #B61D4A
PMS 7638 C Dark

C 32 R 124
M 100 G 18
Y 72 B 46
K 37 #7C122E
Gradient should not be reproduced using PMS colors.
See page 15 for gradient specifications.
Note: When reproducing the identity on a surface that requires something other than ink (e.g., fabric, laminate, plastic), the approved Pantone color should serve as a guide for achieving
an accurate color match.
14
Secondary Brand Color
Best Western Plus Charcoal is the secondary brand color and is used primarily in typography. It should never overpower
the primary colors of Best Western Plus Cranberry and Cranberry Gradient.
Best Western Plus Charcoal
C 25 R 89
M 25 G 86
Y 11 B 96
K 65 #595660
PMS 7540 C
Used primarily in typography
Note: When reproducing the identity on a surface that requires something other than ink (e.g., fabric, laminate, plastic), the approved Pantone color should serve as a guide for achieving an
accurate color match.
15
Gradient Specifications
To create the Best Western Plus Cranberry Gradient, use the light and dark shades of the color in a linear effect
and adhere to the following guidelines. (See page 13 for color specifications.)
Correct Incorrect
Gradient should be created using a linear effect and never a radial effect.
Correct Incorrect
When filling an a ea with the gradient, the color should be lightest at the top left edge and
darkest at the bottom right edge.
16
Primary Typography
A consistent use of typography creates visual continuity across materials and helps readers navigate through information.
Best Western Plus has identified Costa Std as its primary font. Costa Std is a non-transferable licensed font that must be
purchased for use in any materials created for Best Western, and is not to be distributed to any other parties. Costa Std is
available for purchase at https://www.myfonts.com/fonts/typofonderie/costa-std/.
Costa Std Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Costa Std Demi
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Note: Fonts referenced in the Brand Identity Manual may be used for reproduction purposes only and may not be used to create original materials. Please ensure that you have a license
to use the font prior to its use in original materials.
17
Secondary Typography
A consistent use of typography creates visual continuity across materials and helps readers navigate through information.
Best Western Plus has identified Gotham as its se ondary font family. Gotham is a non-transferable licensed font that must
be purchased for use in any materials created for Best Western, and is not to be distributed to any other parties. Gotham is
available for purchase at http://www.typography.com/fonts/gotham/styles/gothambundle.
Gotham Book Gotham Medium

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMANOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 1234567890
Gotham Book Italic Gotham Bold

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 1234567890
Note: Fonts referenced in the Brand Identity Manual may be used for reproduction purposes only and may not be used to create original materials. Please ensure that you have a license
to use the font prior to its use in original materials.
18
Typography Specifications
To aid in the uniform application of Costa Std and Gotham, Best Western Plus has established general guidelines
for the style, size, tracking and line spacing of common typographic elements.
For business or leisure, theres always Headlines

Costa Std Demi
a little something extra.

Headlines should be set in sentence case, centered, with
no hyphenation (i.e., word breaks). The headline to the
left is set at 22pt with 23pt leading, -20 tracking in BW
Plus Cranberry.
Book your getaway for 199/night. Subheads

Gotham Medium
Subheads should be set in sentence case, centered, with
no hyphenation. The subhead to the left is set at 10.5pt
with -15 tracking in BW Plus Charcoal.
Amenities: Body copy

AAA/CAA Preferred hotel Pool with waterfall & wading pool Gotham Book
Minimum 10% discount off published ates Refrigerators in all rooms Body copy and/or bulleted copy should be set in sentence
case, left-aligned, with minimal hyphenation. The body
FREE, exclusive loyalty program Dataports/HSIA available in rooms copy to the left is set at 7pt with 12.5pt leading, -10 tracking
Complimentary continental breakfast 1 mile from the airport in BW Plus Charcoal.
Buffalo Creek Inn Property information

6109 E Snow Lane Jackson, WY 83002 P: (307) 837-7500 Reservations: 1 (800) 528 1234 bestwestern.com
Costa Std Demi, Gotham Book
Property name is Costa Std Demi, property address,
contact information and URL is Gotham Book.
All text should be set in sentence case with capitalization
where appropriate, centered, without hyphenation, and in
the following order. The property name to the left is set at
11 pt, -20 tracking in BW Plus Cranberry. Property address,
contact information, reservations hotline and URL is 8pt
with 12pt leading, -15 tracking in BW Plus Charcoal.
Wherever Life Takes You, Best Western Is There. Tagline

Costa Std Regular
Tagline should be set in initial caps, centered, with no
hyphenation. The tagline to the left is set at 9.5pt, -15
tracking in BW Plus Cranberry. Tagline must appear with .
Each Best Western branded hotel is independently owned and operated. Legal line and/or copyright
Gotham Book
Legal and/or copyright information should be set in
sentence case, centered, with no hyphenation. The
statement to the left is set at the minimum size of
5.5pt, -15 tracking in BW Plus Charcoal. 19
Best Western Plus Brand Identity Guidelines
Photography
Lifestyle Recommendations
1. Always use a professional photographer. They are the experts. They know the
Lifestyle photography is an important component of the film, lighting and came a angles to utilize in each situation, under varying conditions,
for maximum results.
Best Western Plus visual style. It captures true-to-life
2. Photos should be taken at a minimum of 300dpi with a digital camera, or using a
environments and situations to create a compelling story. 35mm format if shooting with a traditional film came a. (No smart phone
In every way it is used, Best Western lifestyle photography photography.)
3. Be sure to prepare the property ahead of time: For exteriors clean landscaping
should always feel natural, believable and authentic. Proper
property grounds, exterior, parking and surrounding area and remove visual clutter
licensing and release must be obtained when purchasing (e.g., cars, trash cans, neighbouring signage, litter, etc.). For lifestyle: prepare the
photos or images through any third-party company. scene and models ahead of time: wardrobe, makeup, scene landscaping, props, lighting
and associated equipment, and remove visual clutter.
4. It is recommended that any exterior property photos include a compliant property
Exterior sign. Ensure that all other listed recommendations are met, and that photos with the
signage are visually intriguing.
Property photography is another component of the 5. Night photos are only recommended if the outdoor area being photographed is well
Best Western Plus visual style. Exterior photos should 6. Smart phone images can only be used for social purposes.
capture the best view of the hotel, creating a hero image

that can drive expectations. The photography should be as
much about creating a sense of place as it is about creating
a sense of excitement. The images should always feel
contemporary, and clearly convey each propertys
architectural style and unique qualities. Proper licensing and
release must be obtained when purchasing photos or images
through any third-party company. Every three years we will
commission a photographer to take updated shots of your
hotel. If you have a planned refurbishment then please
contact: lisa. cosquer@bestwestern.co.uk to discuss
updating your images.
20
Celebrating Independence (Legal Line)
Inclusion of the following Best Western legal line in all branded items is a requirement for both North America and
International Properties. See page 25 for items that require legal line.
Each Best Western branded hotel is independently owned and operated.
Guidelines
For single-page documents, the legal line must be positioned at the bottom, as
the last item on the page.
For multi-page pieces, the legal line must appear as the last item on the bottom
of the documents front page.
The legal line must always be set in Gotham Book, 100% BW Plus Charcoal,
sentence case with no hyphenation, and no smaller than 6pt type.
*Legal line required English or legally approved local language. (See Appendix B for additional information)
21
Tagline (Optional)
Inclusion of the Best Western Hotels and Resorts tagline in consumer-facing branded items should follow these guidelines.
Guidelines
The tagline must be featured on property materials as shown below.
Where the tagline appears, it is not to be displayed in conjunction with or near a
Best Western Plus brand logo.
No other tagline may be used, either instead or along with the Best Western
Hotels and Resorts tagline.
The tagline must always be initial-capped with no hyphenation, set in
Costa Std Regular with a minimum point size of 8pt and followed

by the registration mark ( ).
The tagline must always be used in its entirety.
It is recommended that the tagline be included on

items that are printed in smaller quantities.
Note: English or legally approved local language. (See Appendix B for additional information)
22
Third-Party Names, Logos and Sub-Brands
The intent of this section is to ensure that the name and Identifying marks (collectively, BW Marks) Brands maintain
prominent branding position at Best Western branded properties, and are not overshadowed by hotel groups,
management companies and/or other third parties affilated with the property.
BWI expressly reserves the right to reject the display of any Sub-Brand or Third-Party Names/Logos in any format or media
if, in its sole discretion, it deems it to be detrimental to the Best Western Brands.
1) Definitions: Guestroom Materials (International Only)

a) T
hird-party Names/Logosthe names and/or logos of travel industry related 1) The promotion or listing of a non-Best Western branded property within the
associations, groups and other businesses and organizations; guest room is not permitted, with the exception of general tourism directories or
b) B
W marksthe words Best Western, BW and/or other Best Western guidebooks.
brand names and trademarks; 2) A maximum of three (3) sub-branded items may be present in a guestroom.
c) S
ub-Brandsthe names and/or logos of other hotel chains, management a) All toiletries are considered as one (1) item. These include personal grooming
groups or group of hotels that share some affiliation other than Best items such as soap, shampoo, lotion, shower caps, vanity kits, etc.
Western.
b) Property brochures and required collateral items (letterhead, envelope,
i) U
se of plural terms such as hotels or inns in a property name or any business card, and guest directory) are not included as one (1) of the three
other application is strictly prohibited. (3) items.
ii) T
he size of a Third-Party or Sub-Brand name and/or logo is measured by c) Any sub-branded collateral pieces, printed documents, advertising, etc. must
including the entire area of the graphic and the name of the Third-Party or display the words owned by, managed by or operated by.
sub-branded group.
i) S
mall items such as toiletries and promotional items are not required to
iii) B
est Western expressly reserves the right, as set forth above, to require display these words;
a property to change its name and/or logo if this rule is not or cannot be
followed. ii) Items which are sub-branded but do not have the BW Marks or property
name are not required to display these words.
d) L
ocal/Regional Business or Other Products - the names and logos of third-
party companies in the local or regional area. Public Area Materials (International Only)
e) On-Site facilities - facilities (i.e. restaurants, cafes, salons) owned and 1) Each property may display in the public areas and/or supplemental facilities a
operated solely by the hotel; within the hotel premises. maximum of three (3) different group brochures or similar promotional print items
that list individual properties, provided that:
2) Any use or display of a name or logo that infringes on a Third Partys rights is
strictly prohibited. a) Best Western branded properties are correctly identified as Best Western
branded properties.
3) The property is responsible for obtaining written permission, approval or proper
licensing for use of any third-party trademarks or copyrights. b) Non-Best Western branded properties are not represented as being
affiliated with Best Western in any way.
4) All collateral materials, publications, websites and/or other promotional items
identifying any Third-Party Names/Logos or Sub-Brands must be discrete and c) Individual non-Best Western branded property brochures are not permitted.
must not dominate or overpower any display of the BW Marks within the same URLs and Reservation Numbers
publication, page or items in quantity, frequency, size and /or scope or in more
superior position. 1) If an item with the BW Marks displays a URL(s), the URL(s) must resolve to a BWI
or BWO sponsored website or to a Best Western property specific website.
5) A legitimate Travel Industry Association or related organization plaque displaying
rating stars or diamonds is allowed ; however it must remain separate and distinct a) Management or Owner URLs are permitted provided there is no reference
from any branded signage. (i.e. AAA, Tripadvisor, etc.) to non-Best Western branded properties.
b) Third party and/or travel industry URLs are strictly prohibited.
2) Reservation numbers which are displayed in conjunction with the BW Marks must
direct guests to BWI, a BWO, or the propertys direct reservation line.
23
Third-Party Names, Logos and Sub-Brands
Non-Best Western Branded Properties:
a) Non-Best Western branded properties may be displayed on brochures,
directories, websites and other publications, provided they are not
represented as Best Western branded hotel.
b) In all such publications the BW Marks may not be displayed in any manner
that may indicate the publication is being provided by or is affiliated with BWI,
its affiliates or sub-licensees.
PROPERTY GUEST BROCHURE/

SIGNAGE BUSINESS CARD LETTERHEAD ENVELOPES KEY CARDS TV GUIDES PROMO ITEMS
NAMES & LOGOS DIRECTORY RACK CARDS
*BWI/BWO Front bottom right Bottom right Front bottom right

Sub-brands Not Permitted Discretion or back only corner corner or back
Back Only Back only Not Permitted Not Permitted Back only
(Discouraged)
Third Parties, On-Site *BWI/BWO

Off Site Front or bottom Bottom right
Travel Associations, (Not
Permit- (Discrete) Discretion Not Permitted Back Only Back Only Not Permitted Not Permitted Back only
right or back corner
groups etc. ted) (Discouraged)
Local/Regional
Businesses or products Refer to Signage *BWI/BWO
Not Permitted Not Permitted Not Permitted Not Permitted Inside pages only Not Permitted Not Permitted Not Permitted Discretion
(i.e. restaurants, Section of BIM (Discrete)
pizza shops)
Area Attractions *BWI/BWO Inside pages *BWI/BWO

Not Permitted Not Permitted Not Permitted Not Permitted Not Permitted Permitted Not Permitted Discretion
(i.e. amusements parks) Discretion only (Discrete)
Bottom BWO
Refer to Signage Not Inside Pages Not
On-Site Facilities Section of BIM Permitted
Back Only right Back Only
only
Back Only Back Only
Permitted Discretion
corner (Discrete)
*BWI/BWO - Best Western International /Best Western Affiliate Offices
Note: For a complete list of Required Branded Collateral Items and Optional Branded Collateral Items, please refer to the specific Brand Manual.
24
Required Branded Collateral Items
Each hotel must have the following items, and all must display the appropriate Best Western Plus branding (Best Western
or Best Western Premier logos not permitted) as detailed in the Brand Identity Guidelines. All printed materials are required
to display new branding by December 31, 2016.
Business Cards Primary Signs

Brand per templates Brand per Signage guidelines
Envelopes* Service Promise Plaque

Brand per templates - Required to be available on property, not guest room. Plain Brand per Template
white available for international
Courtesy Vehicle
Letterhead* Not required - If present must be branded per BIM
Brand per templates - Required to be available on property, not guest room
Key Card Sleeves/Folders*
Do Not Disturb Signs (if DND is not electronic) New requirement BW Rewards Logo, Brand per Templates
Brand per Templates
Key Cards
Guest Directories* New requirement BW Rewards Logo, Brand per Template
Brand per templates
BW Rewards Information Brochures & Holder*
Notepads* Required for display at front desk in acrylic or cardboard display
Brand per templates holder, funded by Best Western Rewards
Pens/Pencils BW Rewards Elite Recognition Bags

Brand logo or words, property name optional BW Rewards Logo branded bags or equivalent required
when distributing snack/beverage option
Name Tags/Uniforms
Brand logo, property name option. Either name tags or uniforms must be branded,
but not both
Telephone Faceplates
New requirement - Brand logo or words, hotel address & phone number, dialing
instructions. Property name optional. If not possible to add to the phone, a desk
top
*Legal line requiredEnglish or legally approved local language. (See Appendix B for additional information).
Property name must appear below the Best Western Brand Logo, at a minimum distance equal to twice the height of the B in the Best Western logotype.
25
Optional Branded Collateral Items
The items listed below may be branded, though it is not a requirement.
If not on this list, the item may not display any of the Best Western marks or branding.
Approved background colors must be used when displaying one of the Best Western branded logos.
U nless otherwise specified the ollowing types of branding are allowed: Brand Logo Only, Brand Name Only, Brand Logo with Property Name
(page 27), Brand Name with Property Name (page 28), Brand Logo with property logo (page 29), or unbranded property name/logo.
Property Brochure Specialty Brochures and Flyers

Brand per template Word only (no logo), property name Optional - Wedding, Conf Facilities, Spa, etc.
Reception /Front Office Materials Hotel Vehicle (less than 4 passengers)

Check-In Forms, Hotel Folio, Express Check Folders, Luggage Tags, Safe Deposit Box
Receipts , Taxi Cards, Key Fobs (or Similar) etc. Linen & Towel Reuse Hang-Tags/Tent Cards
Hotel Sales Materials In-Room Menus (Room Service & Mini Bar)
Sales Folders, Fact Sheets, Conference Room Set-ups & Pricing, Tariff Ca ds, etc
Laundry Price Lists
Short-Term Promotional Items
USB drives, Mugs, Balloons, Advertisement Posters, Mints, Candies, etc Laundry Bags
Brand Logo or BW Rewards logo
Restaurant Checks
Toiletries and Amenities
Housekeeping Notices
Interior Signs
Brand logo or word, property name optional.
Podium Plaques, Interior Electronic Media Boards, Promotional Advertisement Posters/Signs,
Welcome boards/Cabinets, Emergency Evacuation Plaques, Menu (or similar) Signage/
Cabinets
Flags
Umbrellas
Brand logo, Master Brand or BW Rewards logo
Robes & Slippers

Words only, no logo
Best Western requires that certain items not be Best Western branded. This includes (but is not limited to) miscellaneous on-property signage (including
directional signs, room number signs/plaques, meeting room signs/plaques, no smoking signs), floor m ts, garbage pails, trays, towels, linens, plates, ice
buckets, cutlery, clothes hangers, food labels, coffee/tea packaging or similar, condiment kits, cup wraps, pet waste bags, napkins (other than as required
with BW Rewards), etc. These items may display the hotels property name/logo (unbranded).
Note: General guidelines noted on pages 322 must be applied. For complete versions of the Best Western Plus logo configurations, visit mybestwestern.com.
26
Correct Display of Brand Logo & Property Name
The list of Optional Branded Collateral Items (Page 26), if the Brand logo and the property name appear together the
following requirements must be met.
1. Brand logo must comply with general guidelines (pages 510).
2. Property name must be in Costa Std Demi in BW Plus Cranberry. When Brand logo is in Black and White or Grayscale the
property name is to print in black on white background and white on black background.
a. Rating stars and symbols are not allowed to be displayed in any application when the Brand logo, Brand Name in word, Brand
font types, and Brand colors are used.
3. When the Brand logo and property name are displayed on one of the items from page 26. There must be a clear separation
between the Brand logo and the property name. Please refer to templates already created for required items for appropriate
placement.
Brand logo left and property information right.
Brand logo top and property

information bottom.
Note: When the Brand logo is displayed along the top edge of the item, the property name is to be displayed along the bottom edge of the item. When the Brand logo is displayed on the
left edge of the items the property name is to be displayed along the right edge of the time. When space is limited, the clear space outlined on pages 57 must be met.
27
Correct Display of Property Name & Brand in Text Form
The list of Optional Branded Collateral Items (Page 26), if the Brand name and the property name appear together the
following requirements must be met.
Typography Requirement Typography outlined on pages 16 & 17 must be met.
Typestyle & Size Requirement The font typestyle (i.e. italic, bold, etc.) and font size must be the same.
Capitalization Requirement For Best Western, Best Western Plus and Best Western Premier hotels types capitalize the fir t
letter of each word before the property name on consumer-facing materials, printed and electronic, for example: Best Western
The Inn on the Hill, Best Western Plus Down by the River, or
Best Western Premier Executive Inn.
Abbreviation Requirement If Best Western is abbreviated as BW in a propertys name, the above rule also applies
(for example, BW The Inn on the Hill, BW Plus Down by the River or BW Premier Executive Inn). Approved in limited
applications only.
Rating and Stars - Rating stars and symbols are not allowed to be displayed in any application when the Brand logo, Brand Name
in word, Brand font types, and Brand colors are used.
Best Western Plus Buffalo Creek Hotel
BW Plus Buffalo Creek Hotel
28
Branding Collateral with Property Logos
On the preceding lists of required and optional branded collateral items (pages 25 & 26), there are certain items on
which the Best Western Plus logo and the property logo may appear together. Incorrect usage can result in numerous
combined visuals and can confuse our audiences. Provided the branding requirements are met, the property logo design
is at the discretion of each individual property. The items shown in this manual are the only options available no other
versions or formats are permitted.
A property logo is defined as displ ying the property name in any other font Collateral branded with both logos
outside of the Best Western family of fonts /or a graphic is used in conjunction
with the property name. Guidelines for applications* where both the Best Western
Plus logo and a property logo appear together are as follows.
1. The property logo cannot be branded with the words, Best Western Plus, either
as text or incorporated into the property logo.
2. The property logo cannot be equal in size to, or visually overpower the Property
Best Western Plus logo.

logo
goes here
3. The Best Western Plus logo and the property logo must not be combined into
a single unit.
4. The property logo must be separated from the Best Western Plus logo by
a minimum distance equal to the width of the Best Western Plus logo (unless
otherwise specified)
5. When the Best Western logo and property logo are presented on the same item,
rating stars and symbols are not allowed to be displayed. Note, graphic stars that are
an element of a hotels logo are allowed. Property
logo
goes here
6. The property logo, when displayed alone (unbranded), must be in its own font
type. The Best Western Plus family of fonts are only to be used when the Brand
logo/name are displayed with the property name.
Property
logo
goes here
Incorrect usage of property logos Property

logo
goes here
Property
logo
Property logo is too close to Best Western is incorporated

Best Western Plus logo. into property logo.
*These size and placement guidelines refer only to the items appearing on the following pages that have the option for inclusion of the property logo.
29
Visual Style: At a Glance
The combined and consistent use of the Best Western Plus visual assets is critical to building the Best Western Plus brand
identity, and ensures that Best Western Plus is instantly recognized in any communication, anywhere in the world.
Brand logo
Full-color horizontal ligature
and logotype.
See page 4 for logo configu ations Gradient rule
A unifying design element using the
brand gradient color.
See page 15 for gradient specific tions
Photography
Lifestyle or property exterior
(one image only).
See pages 1920 for photography
specific tions
Typography
A combination of Costa Std
and Gotham.
See page 16 for typography specific tions
Legal Line
Mandatory for all Best Western
properties in North America
and International.
See page 21 for specific tions
30
Property Business Card: One-Sided
File name: BW Plus Business_Card_OneSided.indd
Size: 3.5 x 2 (89mm x 51mm). Common size based on geographic region. Change to alternate sizes based on region is permitted.
Paper: 90lb/245gsm or 10pt cover stock (minimum weight). High-quality, bright white, coated.
Ink: 4-Color process (digital or offset
A Best
Western Plus Logo: Vertical CMYK. Center is .845" from left .845" (21mm)
edge. Top of logo is .31" from top edge. Logo is 1.35" tall.
B E
mployee Name: Gotham Medium 8.5pt, -20 tracking. 100% BW Plus
.31" .25"
Charcoal. Centered copy. Top of text is .25" from top edge.
(11mm) (8mm)
C E
mployee Title and Email: Gotham Book 7.5pt, 9.5pt leading, -20 B Lisa M. Smith
tracking. 100% BW Plus Charcoal. Centered copy, on separate lines. C General Manager
A lisasmith@bestwesternplus.com
D P
roperty Name: Costa Std Demi 9pt, -20 tracking. 100% BW Plus
Cranberry. Centered copy.
D Buffalo Creek Inn
1.35"
E A
ddress, Phone/Fax Numbers , Reservation Number (BWI/BWO/ 6109 E. Snow Lane
(34mm)
Property) Property URL: Gotham Book 7.5pt, 9.5pt leading, Jackson, WY 83002
-20 tracking. 100% BW Plus Charcoal. Centered copy. E
P: (307) 837-7500
F: (307) 837-7501
F U
RL (BWI/BWO/Property): Gotham Bold 7.5pt, 12pt leading, -20
tracking. 100% BW Plus Cranberry. Centered copy. Baseline is .25" Reservations: 1 (800) 528-1234
from bottom edge. F bestwestern.com
.25"
(8mm)
Note:
The URL used must direct guest to a BWI/BWO sponsored website or to

a Best Western property/ies specific ebsite. Management/Owner URLs
are allowed as long there is no mention of non-Best Western properties.
31
Property Business Card: Two-Sided
File name: BW Plus Business_Card_TwoSided.indd
Size: 3.5 x 2 (89mm x 51mm). Common size based on geographic region. Change to alternate sizes based on region is permitted.
Front A
A roperty Business Card, One Sided: Follow guidelines stated on

P
page 30 for front of two-sided card.
Opposite Side (All options available globally)

C Optional Property Logo: CMYK or Black and White property logo,
centered all sides. See page 29 for usage guidelines.
D Optional Best Western Tagline: Costa Std Regular 8pt, -15 tracking. Front
100% BW Plus Cranberry. Centered copy. Baseline .2 from

bottom edge.
E est Western Master Brand Logo: CMYK. Logo is 2.75" wide,
B C
centered all sides.
F econd Language: Repeat information from the front in another
S
language on the opposite side. D
G ultiple Brands - Property Name: Costa Std Demi 9pt, -20 tracking.
M
100% BW Blue, 100% BW Plus Cranberry, 100% BW Premier Red.
Centered copy. E F
H ultiple Brands - Address, Phone and Fax Numbers: Gotham Book

M
7.5pt, 9.5pt leading, -15 tracking. 100% BW Charcoal. Centered copy.
Only Best Western branded hotels are permitted.
Note:
When there are significant space constraints the minimum size
requirement for the logo may be modified subject to approval
by BWI/BWO.
G
H
Opposite Side (Options)

32
Property Envelope
File name: BW Plus No10_Envelope.indd / BW Plus No10_Envelope_OneSided_International_FNL2.indd
Size: #10 envelope, 9.5" x 4.125" (241mm x 105mm)* / Alternate sizes: DL (110mm x 219mm); C4 (229mm x 324mm); C5 (162mm x 229mm)
Common size based on geographic region. Change to alternate sizes based on region is permitted.
Paper: 24lb bond/60lb text (minimum weight). Bright white, uncoated. Recycled paper is acceptable.
Ink: 4-Color process (digital or offset) or 2 PMS olors
Front 1.25" (32mm)
A Best
Western Plus Logo: Horizontal 3-line CMYK. Logo is 1.25" .4375"
from left edge. Top of logo is .4375" from top edge. Logo is .76" tall. (11mm)
A
.76"
Opposite Side (19mm)
C
B
2"
B Property Name: Costa Std Demi 13pt, -20 tracking. 100% BW Plus (51mm)
Cranberry. Centered copy. Top of text is .375" from top edge. D
E
C A
ddress: Gotham Book 9pt, 11pt leading, -20 tracking. 100%
BW Plus Charcoal. Centered copy.
D O
ptional Best Western Tagline: Costa Std Regular 11pt, -20 tracking.
100% BW Plus Cranberry. Centered copy. Baseline is .3125" from F
bottom of fla .
E Best Western Legal Line: Gotham Book 6.5pt, -15 tracking. 100% BW Plus Front
Charcoal. Centered copy. Baseline is .25" from bottom of fla .
Opposite Side
F ptional Property Logo: CMYK or Black and White property logo,
O
centered left/right. Property address will appear below as 1 line, centered
left/right with property logo. See page 29 for usage guidelines.
International (Single-Sided) 1.25" (32mm)

G Best
Western Plus Logo: Horizontal 3-line CMYK. Center is 1.25"
from left edge. Top of logo is .4425" from top edge. Logo is .76" tall. .4425" (11mm)
H ddress: Gotham Book 9pt, 1 1pt leading, -20 tracking. 100%
A .76" (19mm) G
BW Charcoal. Centered copy. Top of text is 1.7" from top edge.
1.7" (43mm)
I Best Western Legal Line: Gotham Book 6.5pt, -20 tracking. 100% H
BW Plus Charcoal. Centered copy. Baseline is .25" from bottom.
J
J ptional Property Name: Costa Std Demi 13pt, 1 1pt leading,
O
-20 tracking and 3pt space after. 100% BW Plus Cranberry.
Centered copy. Top of text is 1.7" from top edge. Follow type
speces for address listed above in "H".
I
.25"
(6mm)
Note:
International
For International hotels a plain white envelope is acceptable.
Optional
International hotels Placement maybe altered due to
government regulations.
When there are significant space constraints the minimum size requirement
for the logo may be modified subject to approval by BWI/BWO.
When printing stationery, the logos must be consistent across all pieces. That 33
is, if a 4-color logo appears on the envelope, a 4-color logo must be used on
the letterhead. The same goes for PMS or 1-color printing.
Property Letterhead
File name: BW Plus_Letterhead.indd
Size: 8.5" x 11" (216mm x 279.5mm)* / Alternate sizes: A4 (210mm x 297mm) or A5 (148mm x 210mm)
In-Room Letterhead: 7.25" x 10.4375 (184mm x 265mm)
Paper: 24lb/80gsm writing or 60# text (minimum weight). High-quality, bright white, uncoated. Recycled paper is acceptable.
A Best
Western Plus Logo: Horizontal 3-line CMYK. Centered 4.25" (108mm)
left/right. Top of logo is .625" from top edge. Logo is .875" tall.
.625"
B P
(16mm)
C A
ddress, Phone and URL (BWI/BWO/Property): Gotham Book 10pt, .875" A
16pt leading, -15 tracking. 100% BW Plus Charcoal. Centered copy. (22mm)
Baseline is .75" from bottom edge.
D Optional - Best Western Tagline: Costa Std Regular 12pt, -15 tracking.
100% BW Plus Cranberry. Centered copy. Baseline is .44" from
bottom edge.
E L
egal Line: Gotham Book 7pt, -15 tracking. 100% BW Plus Charcoal.
Centered copy. Baseline is .25" from bottom edge.
F Left/Right Margin: 1.25" for letter/content.
G O
ptional Property Logo: CMYK or Black and White property logo,
centered left/right above property address and contact information.
See page 29 for usage guidelines.
Note:
When printing stationery, the logos must be consistent across all pieces. G
That is, if a 4-color logo appears on the letterhead, a 4-color logo must
be used on the envelope. The same goes for PMS or 1-color printing.
International: Local required information (i.e. banking) may be displayed in
conjunction with the address information.
When printing stationery, the logos must be consistent across all pieces.
That is, if a 4-color logo appears on the envelope, a 4-color logo must be
used on the letterhead. The same goes for PMS or 1-color printing.
B
The URL used must direct guest to a BWI/BWO sponsored website or to a .75" (19mm) C Optional
Best Western property/ies specific website. Management/Owner URLs are .44" (11mm) D
allowed as long there is no mention of non-Best Western properties. .25" (6mm) E
F
1.25" (32mm) 1.25" (32mm)
34
Use of Facebook and Twitter
Properties may feature their hotel specific Facebook and Twitter information on consumer-facing printed
materials. Follow these specifications for use on letterhead and business cards. These specifications ensure you
adhere to the Facebook and Twitter brand guidelines and use the proper Facebook and Twitter logos.
File name: BW Plus Business_Card_TwoSided_Social Media.indd / BW Plus Letterhead_Social_Media.indd
Business Card: Back .64"

(16mm)
A roperty Name: Allowed on the back of the business card when
P A Buffalo Creek Inn
accompanied with social media information. Name set in Costa Std .96" B Stay connected with Best Western PLUS
Demi 17.5pt, -20 tracking. 100% BW Plus Cranberry. Centered copy. (24mm) C
facebook.com/BuffaloCreekInn
@BuffaloCreekInn
Baseline of text is .64" from top edge.
.25" D
B Stay
Connected: Gotham Medium 8pt, -15 tracking. 100% BW Plus (6mm)
Cranberry. Centered copy. Baseline of text is .96" from top edge. F
C S
ocial Media Contact Information: Social media icons are 100% BW
Plus Charcoal. Text is Gotham Medium 8pt, 12pt leading, -15 tracking. Property
100% BW Plus Charcoal. Centered copy, separate lines, no hyphenation. E logo
goes here
D O
ptional Best Western Tagline: Costa Std Regular 8pt, -15 tracking. Stay connected with Best Western PLUS
facebook.com/BuffaloCreekInn
100% BW Plus Cranberry. Centered copy. Baseline .25" from bottom edge. @BuffaloCreekInn
E O
ptional Property Logo Option: CMYK or Black and White property Wherever Life Takes You, Best Western Is There.
logo, centered left/right. Social media information will appear below,

centered left/right with property logo. See page 29 for usage guidelines. Optional
Letterhead
F tandard Letterhead: Follow guidelines stated on page 34 for text
S
and layout specific tions. Logo, tagline and legal line placement
remain the same.
G S
ocial Media Contact Information: Social media icons are 100%
BW Plus Charcoal. Text is Gotham Book 10pt, 16pt leading, -20 tracking.
100% BW Plus Charcoal. Centered copy. URL and social media
information on a separate line, no hyphenation. Baseline is .75 from H
bottom edge.
H P
roperty Logo Option: CMYK or Black and White property logo, centered
left/right above property address and contact information.
F
.75" (19mm) G
Note:
Official acebook and Twitter guidelines and logos can be found at:
https://www.facebookbrand.com
https://about.twitter.com/company/brand-assets
Optional
When there are significant space constraints the minimum size requirement for
the logo may be modified subject to approval by BWI/BWO.
When printing stationery, the logos must be consistent across all pieces. That is,
if a 4-color logo appears on the envelope, a 4-color logo must be used on the 35
letterhead. The same goes for PMS or 1-color printing.
Do Not Disturb Signs
File names: BW Plus Do Not Disturb_DoorHanger.indd / BW Plus Do Not Disturb_Keylock.indd
Size: 3.5" x 8.5" (89mm x 216mm); 2.75" x 4.5" (70mm x 114mm)
Stock: Yupo Synthetic 144# Cover
Door Hanger Door Hanger

A H
ole: Standard 1.25".
B T
ext: Gotham Book 42pt, 47pt leading, -20 tracking. 1.25"
100% BW Plus Cranberry. Centered copy. Baseline is 3.75" from (32mm) A
bottom edge.
C B
est Western Plus Logo: Horizontal 3-Line CMYK or 2 PMS
gradiant. Centered left/right. Bottom of logo is 1.0" from bottom
edge. Logo is 1.0625" tall.
B D
Door Hanger: Opposite Side 3.75" (96mm)
D T
ext: Gotham Book 42pt, 47pt leading, -20 tracking.
100% BW Plus Cranberry. Centered copy. Baseline is 3.75"
from bottom edge.
1.0625" C
Keylock: Front (27mm)
1"
E T
ext: Gotham Book 13.5pt, -15 tracking. 100% BW Plus
(25mm)
Cranberry. Centered copy. Top of text is .25" from top edge.
F H
ole: Standard 1.25".
G B
est Western Plus Logo: Horizontal 3-Line CMYK or 2 PMS
gradiant. Centered left/right. Top of logo is .275" from bottom of
hole. Logo is .71" tall.
Keylock
H Instructions: Gotham Book 8pt, -15 tracking. 100% .25" E J
BW Plus Charcoal. Centered copy. Baseline of text is (6mm)
.5" from bottom edge.
I A
rrow: .5pt stroke, 100% BW Plus Charcoal. F
Keylock: Opposite Side .71" (18mm) G
J T
ext: Gotham Book 13.5pt, -15 tracking. 100% BW Plus
Cranberry. Centered copy. Top of text is .25" from top edge.
H
.5"
I
(13mm)
36
Front Office Form - PMS System

File name: BW Plus Front_Desk_Form.indd
Size: 8.5 x 11 (216mm x 279.5mm). Common size based on geographic region. Change to alternate sizes based on region is permitted.
Ink: Black and White or CMYK.
A Best Western Plus Logo: Horizontal 3-line BW or Horizonatl 3-line

CMYK. Centered left/right. Shown for representation only. Location
and size of logo varies depending on property management system A
software used. Buffalo Creek Inn
x1 Long Avenue
B New York, NY 10099
B P
roperty Name, Address and Phone Number: Gotham Medium 8.5pt, 1-215-555-5555
10.2pt leading, -15 tracking. 100% Black. Left-aligned copy.

C F
orm Data: Data safety zone is 7.5" tall, starting at 2.5" from top
edge, to 1" from bottom edge.
D L
egal Line: Gotham Book 7pt, -15 tracking. 100% Black. Centered
copy. Baseline is .25" from bottom edge.
E Left/Right Margin: .5".
C
Note:
If Gotham is not available, it is permissible to use the substitute font
ARIAL. Font substitution is only allowed on this form.
Alternative design formats and black and white or color are allowed.
Layouts containing the Brand logo, the Brand Name in word with or 7.5"
without property name, an unbranded property name/logo, or no (191mm)
branding at all are allowed. General guidelines must be applied.
.25" D Each Best

Each Best Western
Western branded
branded hotel
hotel is
is independently
independently owned
owned and
and operated.
operated.
(6mm) E
.5" (13mm) .5" (13mm)
37
Key Card Best Western Rewards
File name: BW Rewards Key Card_Front.ai / BW Rewards Key Card_Back.ai;

Size: 3.375" x 2.125" (86mm x 54mm)
Front .5" (13mm) 2.25" (57mm) .218" (5.5mm)
A Best
Western Rewards Logo: Horizontal CMYK. Logo is .5" from
left edge, .75" from top edge. Logo is 2.25" wide.
B Arrow:
100% BW Rewards Blue. Centered top/bottom. Set .218"
in from right edge. .75" (19mm)
C Rewards
Copy: Gotham Medium 8.5pt, -15 tracking. 100%
BW Rewards Blue. Centered copy. Baseline is .25" in from
bottom edge. B
A
Opposite Side (options)
D O
ption 1: Full color version, specific o property brand and location.
E Image: Hotels may advertise in-house facilities, local attractions or
partners on the opposite side of key cards subject to prior Best Western
International, Inc. approval. Proper licensing is required and must be C Your key to faster free nights.
maintained through a third-party company for any stock images. Image
.25" (6mm)
placed below magnetic strip.
F R
eservations (BWI/BWO/Property) and URL (BWI/BWO/Property):
Front
Gotham 6.5pt Bold (URL) and Medium (phone number). 100% BW
Plus Cranberry. Baseline is .2 in from bottom edge.
G O
ption 2: Black and white version. Includes instructions for use.
D G
Note:
See Best Western Rewards Brand Identity Guidelines for BW Rewards
Blue color breakdown.
Local vendors, products or business (e.g., local food delivery services)
are not permitted on Key Cards. E
The arrow/directions of use would be different based on the type of

electronic lock.
F bestwestern.com Reservations: 1 (800) 528-1234
.2" (5mm)
Opposite Side (options)
38
Key Card Sleeves Best Western Rewards
File name: BW Rewards Key Card_Sleeves.ai

Size: 3.4375" x 2.3125" (87mm x 59mm)
Front .285" (7mm)

Non-Members
2.625" (67mm) .45" (11.5mm) 2.41" (61mm)
A Background:
100% BW Rewards Blue.
B Best
Western Rewards Logo: Horizontal CMYK Reversed. A G
Logo is .285" from left edge, .8" from top edge. Logo is .8"
H
2.625" wide. bestwestern.com
(20mm)
Reservations: 1 (800) 528-1234
I
C Rewards
Copy (Non-Members): Gotham Bold 10.5pt,
-15 tracking. 100% White. Centered copy.
Wi-
B
1.5625"
(40mm) J
D Supporting
Text (Non-Members): Gotham Book 8.5pt, Room No.
10.25pt leading, -15 tracking. 100% White. Centered copy. .57" K
C Points never expire. L
Baseline is .215" in from bottom edge. (14mm)
Enroll at the front desk or bestwestern.com
.215" D and get points for this stay. .1875"
E Rewards
Copy (Current Members): Match specs given M
(5.5mm) (.5mm)
in C & D.
Non-Members
F R
ewards Copy (For Both): Match specs given in C & D.
Current Members
Opposite Side
Opposite Side
G Background:
100% BW Rewards Blue.
bestwestern.com
Reservations: 1 (800) 528-1234
H W
hite Stripe: 100% White. Centered top/bottom, bleed Wi-
right/left. 1.5625" tall.
I R
oom No./Wi-fi: Gotham Bold 8pt, 28.5pt leading, -15 tracking. Room No.
100% BW Rewards Gold. Left-aligned copy. Set .45" from E Welcome back.
left edge. How will you use your points?
Decide at bestwestern.com.
J L
ines: 100% BW Rewards Gold. Solid .65pt stroke, 2.41"
wide, .4" apart. Set .45" from left edge. Current Members
K R
eservations: Gotham Book 6.5pt, 8pt leading, -15 tracking.
100% BW Rewards Gold. Centered copy.
L U
RL: Gotham Bold 6.5pt, 8pt leading, -15 tracking. 100%
BW Rewards Gold. Centered copy. Baseline is .57 in from
bottom edge.
M L
egal Line: Gotham Bold 6pt, -15 tracking. Reversed. Centered copy.
Baseline is .1875 in from bottom edge.
Note:
See Best Western Rewards Brand Identity Guidelines for
BW Rewards color breakdowns. For Both
Front (options)
39
Key Card Folders Best Western Rewards
File name: BW Rewards Key Card_Folders.indd

Size: Flat 7.125" x 9.5" (87mm x 59mm) Folded 3.56" x 7" ( mm x mm)
Stock: 7pt. Gloss Cover Brilliant White
.46" (11mm)
Front
A Background: 100% BW Rewards Blue.
B Best
Western Rewards Logo: Horizontal CMYK Reversed. A
Logo is .46" from left edge, 2.5" from top edge. Logo is
2.58" wide.
C Rewards
Copy (Non-Members): Gotham Bold 14 pt, 16pt leading,
-15 tracking. 100% White. Centered copy. Baseline is 3.9" in
B
from top edge.
2.5"
D Supporting
Text (Non-Members): Gotham Book 11 pt, (63mm)
12pt leading, -15 tracking. 100% White. Centered copy.
Baseline is 4.21" in from top edge.
E Rewards
Copy (Current Members): Match specs given
in C & D. C E F
3.9" (99mm)
F R
ewards Copy (For Both): Match specs given in C & D. 4.21" D
(106mm)
G R
ewards URL: Gotham Bold 11 pt, -15 tracking. 100% White.
Centered copy. Baseline is 4.94" in from top edge.
G 4.94"
(125mm)
Note:
See Best Western Rewards Brand Identity Guidelines for
BW Rewards color breakdowns.
Current Members Non-Members For Both
Front (options)
40
Key Card Folders Best Western Rewards - continued
File name: BW Rewards Key Card_Folders.indd

Size: Flat 7.125" x 9.5" (87mm x 59mm) Folded 3.56" x 7" ( mm x mm)
Stock: 7pt. Gloss Cover Brilliant White
.25"
(6mm)
Opposite Side
A Background Color: 100% BW Rewards Blue. E
A
B L
egal Line: 100% White. Centered. Gotham Book 6.5pt, C
8pt leading, -15 tracking. Baseline is 6.65" in
from top edge.
InSide D
2.34"
(82mm)
C Background:
BWR Map Graphic
D Optional
Additional Copy: 100% BWR Blue. Flush left. Headline
Gotham Bold 12pt. Body text 11pt, 12pt leading -15 tracking. Baseline
2.34" from the top.
E Top
and Bottom Bar: 100% BWR Blue. Bar is .25" tall.
F Supporting
Text: 100% BWR Gold. Flush left. Gotham Bold 12pt,
14pt leading, -15 tracking. Baseline is 1.75" in from bottom edge.
1.75"
G R
eservations Number: 100% BWR Gold. Centered. Gotham Bold 12pt, F
(44mm)
14pt leading, -15 tracking. Baseline is .75" in from bottom edge.
H U
RL: 100% BWR Gold. Centered. Gotham Bold 12pt, G
.75"
B (19mm)
14pt leading, -15 tracking. Baseline is .5" in from bottom edge. 6.65" H
(168mm)
.5"
(12mm)
Opposite Inside
41
Property Notepad
File name: BW Plus Notepad_4.25x5.5.indd
Size: 4.25 x 5.5 (108mm x 140mm). Common size based on geographic region. Change to alternate sizes based on region is permitted.
Paper: 28lb bond/70lb text (minimum weight). Bright white, uncoated. Recycled paper is acceptable.
.3"
A Best
Western Plus Logo: Horizontal 3-line CMYK. Centered (7.5mm)
left/right. Top of logo is .3" from top edge. Logo is .65" tall.
.65" A
B Optional
Property Name: Costa Std Demi 10pt, -20 tracking. 100% (16.5mm)
BW Plus Cranberry. Centered copy.
C Optional
Address, Phone Number, Reservations (BWI/BWO/
Property) and URL (BWI/BWO/Property): Gotham Book 7.5pt,
1 1 pt leading, -15 tracking. 100% BW Plus Charcoal. Centered copy.
D Best Western Tagline: Costa Std Regular 8pt, -15 tracking. 100% BW
Plus Cranberry. Centered copy. Baseline is .3437" from bottom edge.
E Legal Line: Gotham Book 6.5pt, -15 tracking. 100% BW Plus Charcoal. H
F Optional Master Brand Logo: CMYK. Centered left/right. Top of
logo is .375" from top edge. Logo is .375" tall.
B
C
.6" (15mm)
.3437" (9mm) D
E
.1875" (4.75mm)
logo, centered left/right above property address and contact
information.See page 29 for usage guidelines.
Note: Optional

requirement for the logo may be modified subject to approval by
BWI/BWO.
42
Property Rack Card/Brochure
File name: BW Plus Rack_Card.indd
Size: 4" x 9" (102mm x 229mm). Common size based on geographic region. Change to alternate sizes based on region is permitted.
Front
A B
est Western Plus Logo: Horizontal 3-line CMYK. Centered 2.45" (62mm) 3" (76mm)
left/right. Top of logo is .5625" from top edge. Logo is 2.45" wide.
B O
ptional Front: City/State moved under Best Western logo.
Gotham Medium 24pt, -15 tracking. 100% BW Plus Charcoal. .5625" .5"
Centered copy. A (14mm) I (12.5mm)
.8125"
C Gradient Rule: BW Plus Cranberry Gradient. Bleed left/right. 1.9375" J
(20.5mm)
(49mm)
D Approved Property or Lifestyle Photo: Bleed left/right.
E P
roperty Name: Costa Std Demi 24pt, -20 tracking.
100% BW Plus Cranberry. Centered copy. C
.1563"
(4mm)
F P
roperty Location: Gotham Medium 14pt, 19pt leading,
D 3.75"
-15 tracking. 100% BW Plus Charcoal. Centered copy. B
(95mm)
G L
egal Line: Gotham Book 6pt, -15 tracking. 100% BW Plus
Charcoal. Centered copy. Baseline is .375" from bottom edge.
H O
ptional Property Logo: CMYK and Black and White property
logo, centered left/right above property location. See page 29
for usage guidelines.
4.9"
(125mm) .1875"
K
Opposite Side (4.5mm)
L
I ptional Best Western Tagline: Costa Std Regular 10pt,
O
-15 tracking. 100% BW Plus Cranberry. Centered copy. H
Hangs .5" from top edge.
J Optional Map: 3" x 3.75". Filled with 5% BW Plus Cranberry.
K S
ubhead: Gotham Medium 10pt, 11.5 leading, -15 tracking. 100%
BW Plus Cranberry. Centered copy.
M
L B
ody Copy: Gotham Book 8pt, 11.5pt leading, -10 tracking. Paragraphs
set with .04" space after. 100% BW Plus Charcoal. Centered copy. E .68" (17mm)
M Best Western Plus Logo: Horizontal 3-line CMYK. Centered Optional F N 2.125"

left/right. Top of logo is 2.125" from bottom edge. Logo is .68" tall. 1.625" O (54mm)
(41mm) P
N P
roperty Name: Costa Std Demi 10pt, -20 tracking. Set with G .375" Q .375"
.025" space after. 100% BW Plus Cranberry. Centered copy. (9.5mm) (9.5mm)
O A
ddress, Phone and Fax: Gotham Book 8pt, 11.5pt leading,
-15 tracking. 100% BW Plus Charcoal. Centered copy. Front Opposite Side
P R
eservations (BWI/BWO/Property): Gotham Bold 8pt, 11.5pt leading, -15
tracking. 100% BW Plus Charcoal. Centered copy.
Q U
RL (BWI/BWO/Property): Gotham Bold 8pt, 14pt leading, -15 tracking.
100% BW Plus Cranberry. Centered copy. Baseline is .375" from bottom
edge.
Note: 43
The URL used must direct guest to a BWI/BWO sponsored website or to a Best Western property/ies specific ebsite.
Management/Owner URLs are allowed as long there is no mention of non-Best Western properties
Sales Folder
File name: BW Plus Sales_Folder.indd
Size: 9" x 12" (229mm x 305mm). Common size based on geographic region. Change to alternate sizes based on region is permitted.
Front 3.42" (87mm)
A B
est Western Plus Logo: Horizontal 3-line CMYK.
Centered left/right. Top of logo is .75" from top .75"
edge. Logo is 3.42" wide. (19mm)
A 3"
B G
radient Rule: BW Plus Cranberry Gradient. Bleed
(76mm)
left/right.
C A
pproved Property Photo: Bleed left/right. .1875"
B
D Optional
Property Name: Costa Std Demi 33pt, -20 (5mm)
tracking. 100% BW Plus Cranberry. Centered copy. C
E Optional
Property Location: Gotham Medium 15pt,
26pt leading, -15 tracking. 100% BW Plus Charcoal.
Centered copy. Baseline is 1.5" from bottom edge.
6"
F L
egal Line: Gotham Book 7.5pt, -15 tracking. (152mm)
100% BW Plus Charcoal. Centered copy.
G O
ptional Property Logo: CMYK or Black and
White property logo, centered left/right above Property
property location. See page 29 for usage G logo
goes here
guidelines.
H
D 1.875" (48mm)
1.5"
Opposite Side E
(38mm) I
J .875" (22mm)
H est Western Plus Logo: Horizontal 3-line CMYK.
B F .25" K .5" (13mm)
Optional
Centered left/right. Bottom of logo is 1.875" from (6mm)
bottom edge. Logo is 1.975" wide.
Opposite 1.975" (49mm)
I Property Name: Costa Std Demi 15pt, -20 tracking.

100% BW Plus Cranberry. Centered copy.
Side
J A
ddress: Gotham Book 9pt, 19pt leading, -15
tracking. 100% BW Plus Charcoal. Centered copy.
K O
ptional Best Western Tagline: Costa Std Regular
11pt, -15 tracking. 100% BW Plus Cranberry. Centered
copy. Baseline is .5" from bottom edge.
Note:
When there are significant space constraints the
minimum size requirement for the logo may be modified
subject to approval by BWI/BWO.
44
Guest Directory: Binder with Paper Cover/Bound Book
File name: BW Plus Guest Directory Binder_Paper-cover.indd
Plastic Binder Size: 10.75" x 11.625" (273mm x 295mm) / Paper Cover Size: 8.5" x 11" (216mm x 279.5mm) / Paper: 90lb/245gsm or 10pt
cover stock (minimum weight). High-quality, bright white, coated.
Bound Book (stapled): 8.5" x 11" (216mm x 279.5mm) / Paper: Cover (Minimum weight) 100lb/250gms (Minimum weight) / Text Pages -
Book 80lb/118gms ((Minimum weight) . High-quality, bright.
2.65" (67mm)
.655"
A B
est Western Plus Logo: Horizontal 3-line CMYK. Centered (17mm)
A
2.36"
B G
radient Rule: BW Plus Cranberry Gradient. Bleed left/right.
(60mm)
C A
pproved Property Photo: Bleed left/right. H
D T
itle: All caps Costa Std Demi 32pt, -20 tracking. 100% BW Plus .1875" B
Cranberry. Centered copy. Baseline of text is 1.5" from bottom edge. (5mm)
E P
Cranberry. Centered copy. Baseline of text is 1.5 from bottom edge. C
F P
roperty Location: Gotham Medium 18pt, 19pt leading, -15 tracking.
100% BW Plus Charcoal. Centered copy. Baseline of text is .625"
from bottom edge.
G O
ptional Property Logo: CMYK or Black and White property
for usage guidelines. G 6.0625"
(154mm)
H Optional Binder: Clear acrylic 3-ring binder, with 1" spine.
G L
egal Line: Gotham Book 6pt. 100% BW Charcoal Gray. Clear Plastic Binder
Must appear at the bottom of the fir t inside page. with Paper Cover
Note:
Shown here with the cover visible as seen
through the clear binder cover. The clear binder
cover is currently the only available binder option.
Contact BWI at suppcentpurch@bestwestern.
com for more information on binders. 1.5" D
(38mm)
2.39"
minimum size requirement for the logo may be E
(61mm)
modified subject to approval by BWI/BWO. F
.625"
(16mm) G
Bound Book (stapled)
Optional
45
Guest Directory: Binder with Paper Cover/Bound
Book No Image
File name: BW Plus Guest Directory_Binder_Paper-cover_FNL_1.01.indd
Plastic Binder Size: 10.75" x 11.625" (273mm x 295mm) / Paper Cover Size: 8.5" x 11" (216mm x 279.5mm) / Paper: 90lb/245gsm or 10pt
cover stock (minimum weight). High-quality, bright white, coated.
Bound Book (stapled): 8.5" x 11" (216mm x 279.5mm) / Paper: Cover (Minimum weight) 100lb/250gms (Minimum weight) / Text Pages -
Book 80lb/118gms ((Minimum weight) . High-quality, bright.
Ink: 4-Color process (digital or offset) or 2 PM
A Best Western Plus Logo: Vertical 3-Line CMYK. Centered left/right. 2.17"

(55mm)
Top hangs 2.17" from top edge. Logo is 4.22" tall.
B G
radient Bar: BW Plus Gradient. Bleed left/right. Bar is .77" tall.
H
C T
itle: All caps Costa Std Demi 32pt, -20 tracking. Reversed.
Centered copy. Baseline of text is 1.9" from bottom edge.
D P
Cranberry. Centered copy. Baseline of text is .9 from bottom edge.
E P
roperty Location: Gotham Medium 18pt, 24pt leading, -15 A
4.22"
tracking. 100% BW Plus Charcoal. Centered copy. Baseline of
(107mm)
text is .57 from bottom edge.
F O
for usage guidelines. G
G L
egal Line: Gotham Book 6pt. 100% BW Charcoal Gray.
Must appear at the bottom of the fir t inside page. Clear Plastic Binder
H Optional Binder: Clear acrylic 3-ring binder, with 1" spine. with Paper Cover
Note:
Shown here with the cover visible as seen through
the clear binder cover. The clear binder cover is
B
currently the only available binder option. Contact
BWI at suppcentpurch@bestwestern.com for more .77" (19.5mm) C GUEST DIRECTORY
information on binders. 1.9" (48mm)

GUEST DIRECTORY
Plastic Binder / Paper Cover D
minimum size requirement for the logo may be .9" (23mm)
modified subject to approval by BWI/BWO. .57" (14.5mm) E Jackson, Wyoming Property
F logo
goes here
Jackson, Wyoming
Bound Book (stapled)
Optional
46
Guest Directory: Single-Sheet
File name: BW Plus Guest Directory_Single-Sheet.indd
Size: 8.5" x 11" (216mm x 279mm) or A4. Common size based on geographic region. Change to alternate sizes based on region is permitted.
Paper: 40lb/60gsm (minimum weight). High-quality, bright white, coated. Must be laminated.
Ink: 4-Colour process (digital or offset) or 2 PMS colours
A B
est Western Plus Logo: Horizontal 3-line CMYK or 1 PMS gradient. .4375"
Centeredleft/right. Logo hangs .4375" from top edge. Logo is .75" tall. (11mm)
A
B T
itle: All caps Costa Std Demi 24pt, -20 tracking. 100% BW Plus .75"
Cranberry. Centered copy. Baseline of text is 1.875" from top edge. (15mm)
C S
ubhead: Gotham Medium 10pt, 11.5 leading, -15 tracking. Set with B
.25 space before. 100% BW Plus Cranberry. Left-aligned copy. 1.875"
(47mm)
D B
ody Copy: Gotham Book 8pt, 11.5pt leading, -10 tracking. C
Paragraphs set with .0425 space before and .05" space after.
D
100% BW Plus Charcoal. Left-aligned copy.
E G
uest Directory Content Area: Maximum 7" in height. Top of text is
2.25" from top edge and bottom is 1.75" from bottom edge.
F Optional
Property Logo: CMYK or Black and White property logo,
centered left/right above property address and contact information.
G roperty Name: Costa Std Demi 14pt, -20 tracking. 100% BW
P
E
H ddress, Phone Number, Reservations (BWI/BWO/Property) and
A 7"
URL (BWI/BWO/Property): Gotham Book 10pt, 14pt leading, -15 (178mm)
tracking. 100% BW Plus Charcoal. Centered copy. Baseline is .75"
from bottom edge.
I ptional Best Western Tagline: Costa Std Regular 12pt, -15 tracking.
O
100% BW Plus Cranberry. Centered copy. Baseline is .44" from
bottom edge.
J L
egal Line: Gotham Book 7pt, -15 tracking. 100% BW Plus Charcoal.
K Left/Right Margin: .5".
Note:
requirement for the logo may be modified subject to approval by
BWI/BWO. G
H F
.75" (19mm)
The URL used must direct guest to a BWI/BWO sponsored website or to .44" (11mm) I
a Best Western property/ies specific ebsite. Management/Owner URLs .25" (6mm) J
are allowed as long there is no mention of non-Best Western properties. K
.5" (13mm)
47
Guest Directory: High Quality Material

Customized, deluxe guest directory binders are subject to approval by BWI/BWO.
Binder Size: 9 x 12 (289mm x 305mm);
Material and Colors for leather, wood, metal, or similar: Natural color of material used.
Material Colors: BWP Cranberry, White or Black.
PMS- Reversed PMS - 1 Color

Branded Guest Directories
Use this logo for all 1-color applications. Use this logo for all 1-color applications.
1. Material Colors (e.g., debossing). (e.g., debossing).
a. For leather, wood, metal, bamboo, or similar materials the natural color of material ,
BWP Cranberry, white, or black
b. For vinyl and book stock the only color options are BWP Cranberry, white, or black
2. Cover Options
a. Deboss Brand Logo Cover
i. Alone, or with Property name (see page 27)
b. Deboss Brand Name Cover
i. Alone, or with Property name (see page 28) BWP Cranberry background with white White background with BWP Cranberry
deboss logo. deboss logo.
3. Optional Title Guest Directory or equivalent
a. Deboss in Costa Std. font
4. Optional Property location (i.e. city, region)
a. Deboss in Gotham font
5. Legal line must be displayed on the first inside page - (see page 21)
Non-Branded Guest Directories
1. Material Colors: All colors allowed
Deboss - BWP Cranberry background with
2. Cover Options blind deboss logo.
a. Plain CoverNo Branding or text
b. Deboss Graphic (No Words Property logo not allowed)
c. Title Only: Guest Directory" or equivalent - May be in any font
3. First page must be must be branded with either;
a. Brand Logo Alone or with Property name/logo (see page 27 and 29)
b. Brand Name (no logo)Alone or with Property name (see page 28)
4. Legal line must be displayed on the first inside page - (see page 21) Deboss- Black background with blind
deboss logo. (A black background is
Note: 48
allowed on this item only.)
A black background is allowed on this item only.
Postcard: Property Exterior or Location
File name: BW Plus Postcard-Location.indd / BW Plus Postcard-Exterior.indd
Size: 6" x 4.25" (152.5mm x 108mm). Common size based on geographic region. Change to alternate sizes based on region is permitted.
Ink: 4-Colour process (digital or offset
Front
A F
A A
pproved Property Photo: Bleed top, left/right.
B G
radient Rule: BW Plus Cranberry Gradient.
Bleed left/right.
2.975"
C G
reetings: Costa Std Demi 20pt, -20 tracking. 100% BW (75mm)
Plus Cranberry. Left-aligned copy. Baseline is .58" from bottom
edge.
D L
ocation: Gotham Medium 10pt, -15 tracking. 100% BW
Plus Charcoal. Left-aligned copy. Baseline is .35" from .1575"
bottom edge. (4mm) B
1.125" (28.5mm)
E B
est Western Plus Logo: Horizontal 3-line CMYK. Bottom .58" (15mm) C
E
of logo is .25" from bottom edge. Logo is 1.47" wide. .35" (9.5mm) D
F A
pproved Location Photo Option: Bleed top, left/right.
Front (Options) 1.47" (37mm) .4375" (11mm)
Opposite Side
G O
ptional Best Western Tagline: Costa Std Regular 9pt, 3" (76mm) .25" (6mm)
-15 tracking. 100% BW Plus Cranberry. Centered copy. Top
of text is .25" from top edge.
.25" G Wherever Life Takes You, Best Western Is There.
H Rule:
.25pt rule. 3.35" high. 100% BW Plus Charcoal. Hangs (6mm) Property
.25" from top edge. Centered 3" left/right edge. H Postage here
N logo
goes here Postage here
I ostage Indicator: .875" x 1" box at .25pt. 50% BW Plus

P I
Charcoal. Set .25" from top edge and .25" from right edge.
J To Address Area: Four .164pt horizontal rules .25" wide. 50%
BW Plus Charcoal. Centered left/right between vertical rule J
and right edge. Spaced .375" apart starting 2.125" from top.
K R
eservations (BWI/BWO/Property) and URL (BWI/BWO/
Property): Gotham Medium 7pt, -15 tracking. Centered copy. .875"
100% BW Plus Charcoal. Baseline is .875" from bottom edge. (22mm) K Reservations: 1 (800) 528-1234 bestwestern.com Reservations: 1 (800) 528-1234 bestwestern.com
Each Best Western branded hotel Each Best Western branded hotel
L
Legal Line: Gotham Book 6pt, 8pt leading, -15 tracking. 100% .5"
is independently owned and operated. is independently owned and operated.
L
BW Plus Charcoal. Centered copy, two lines. Baseline is .5" (13mm) M
from bottom edge.
M B
arcode Clear Zone: US Postal Service regulations prohibit Opposite Side (Options)
graphics or text in this area.
N O
logo, left-alinged above Message Area. See page 29 for usage
guidelines.
Note: When there are significant space constraints the minimum size requirement for the logo may be modified subject to approval by BWI/BWO.
The URL used must direct guest to a BWI/BWO sponsored website or to a Best Western property/ies specific website. Management/Owner URLs are allowed as long
49
there is no mention of non-Best Western properties.
Print Ad: Full-Page Option
File name: BW Plus Print_Ad_Full-page.indd
Size: 8.5" x 11" (216mm x 279mm). Common size based on geographic region. Change to alternate sizes based on region is
permitted. Ink: 4-Colour process
A B
est Western Plus Logo: Horizontal 3-line CMYK. Centered 2.3" (58.5mm)
.375"
B G
radient Rule: BW Plus Cranberry Gradient. Bleed left/right. (9.5mm)
C A
pproved Property or Lifestyle Photo: Bleed left/right. 1.6875" A
D H
eadline: Costa Std Demi 28pt, 29pt leading, -20 tracking. (43mm)
100% BW Plus Cranberry. Centered copy. .1875" B
E S
ubhead: Gotham Bold 9pt, -10 tracking. Paragraphs set with .04" (5mm)
space after. 100% BW Plus Charcoal. Left-aligned copy .75" from
C
left edge.
F B
ody Copy: Gotham Book 9pt, 16pt leading, -10 tracking. 100%
BW Plus Charcoal. Left-aligned copy in two columns .75" from
left edge.
G ap: AI support, 1.4375" x 1.4375". Filled with 5% BW Plus
M 4.75"
Cranberry. Align .75" from right edge. (121mm)
H roperty Name: Costa Std Demi 14pt, -20 tracking. 100% BW
P
Plus Cranberry. Centered copy.
L
I ddress, Phone Number, Reservations (BWI/BWO/Property) and URL
A
(BWI/BWO/Property): Gotham Book 10pt, 13pt leading, -15 tracking.
100% BW Plus Charcoal. Centered copy. Baseline is .75" from bottom
edge.
.32"
J Best
Western Tagline: Costa Std Regular 12pt, -15 tracking. 100%
(8mm) D
BW Plus Cranberry. Centered copy. Baseline is .44" from
bottom edge.
K L
egal Line: Gotham Book 7pt, -15 tracking. 100% BW Plus Charcoal. Optional
E
L ptional Property Logo: CMYK or Black and White property logo,
O F 1.4375"
centered left/right above property address and contact information. G
(36.5mm)
H
I 1.5"
Note: .75" (19mm)
J
(38mm)
When there are significant space constraints the minimum size requirement .44" (11mm)
for the logo may be modified subject to approval by .25" (6mm) K
BWI/BWO.
The URL used must direct guest to a BWI/BWO sponsored website or to a .75" (19mm) .75" (19mm)
Best Western property/ies specific ebsite. Management/Owner URLs are
allowed as long there is no mention of non-Best Western properties.
50
Clothing Applications: Full-Color Gradient
Shirt file names: BW Plus Poloshirt_White_CMYK.ai / BW Plus Poloshirt_Red_CMYK_Reversed.ai
Hat file names: BW Plus Hat_White_CMYK.ai / BW Plus Hat_Red_CMYK_Reversed.ai
Polo shirt and hat should serve as examples for other clothing applications. Colours of items allowed for these type of items are
Cranberry, White, and Charcoal.
Polo Shirt: Option 1 Option 1 Option 2

A P
olo Shirt: High-quality, white. D
B B
est Western Plus Logo: Horizontal 3-line CMYK. Centered within A
imprint/embroidery area. Logo is 1.25 tall.

B E
ffalo
C O
ptional Property Name: Costa Std Demi 28pt, -20 tracking. 1.25"
Bu
Centered on crease of left sleeve. Use PMS 7638 C as a guide for C
(32mm)
selecting stitch color.
Polo Shirt: Option 2

D P
olo Shirt: High-quality, red. Use PMS 7638 C as a guide for
selecting or color matching shirt.
E B
est Western Plus Logo: Horizontal 3-line CMYK Reversed.
Centered within imprint/embroidery area. Logo is 1.25 tall.
Hat: Option 1
F H
at: High-quality, white.
G B
est Western Plus Logo: Horizontal 3-line CMYK. Centered within
imprint/embroidery area. Logo is 1.375" tall.
H O
ptional Property Name: Costa Std Demi 28pt, -20 tracking. Option 1 Option 2
Centered on back of hat. Use PMS 7638 C as a guide for
selecting stitch color. F I
1.375"
G (54mm)
Hat: Option 2 J
I H
at: High-quality, red. Use PMS 7638 C as a guide for selecting or
color matching hat.
J B
est Western Plus Logo: Horizontal 3-line CMYK Reversed.
Centered within imprint/embroidery area. Logo is 1.375" tall.
Note: Converting gradients to embroidery
Approximation of final titched

Gradient art 3 thread colors
H Buffalo Creek Inn
51
Clothing Applications: 1-Color
Shirt file names: W Plus Poloshirt_White_PMS_Solid.ai / BW Plus Poloshirt_Red_PMS_Solid_Reversed.ai
Hat file names: W Plus Hat_White_PMS_Solid.ai / BW Plus Hat_Red_PMS_Solid_Reversed.ai
Polo shirt and hat should serve as examples for other clothing applications. Colours of items allowed for these type of items are
Cranberry, White, and Charcoal.
Polo Shirt: Option 1 Option 1 Option 2

A P
olo Shirt: High-quality, white. D
A
B B
est Western Plus Logo: Horizontal 3-line PMS Solid. Use
PMS 7638 C as a guide for selecting stitch color. Centered within
imprint/embroidery area. Logo is 1.25" tall. B E
ffalo
1.25"
Bu
C
C O
ptional Property Name: Costa Std Demi 28pt, -20 tracking. (32mm)
Centered on crease of left sleeve. Use PMS 7638 C as a guide for
selecting stitch color.
Polo Shirt: Option 2

D P
olo Shirt: High-quality, red. Use PMS 7638 C as a guide for
selecting or color matching shirt.
E B
est Western Plus Logo: Horizontal 3-line PMS Solid Reversed.
Centered within imprint/embroidery area. Logo is 1.25" tall.
Hat: Option 1
F H
at: High-quality, white.
G B
est Western Plus Logo: Horizontal 3-line PMS Solid. Use
PMS 7638 C as a guide for selecting stitch color. Centered within Option 1 Option 2
imprint/embroidery area. Logo is 1.375" tall.
F I
H O
ptional Property Name: Costa Std Demi 28pt, -20 tracking.
Centered on back of hat. Use PMS 7638 C as a guide for 1.375"
selecting stitch color. G (54mm)
J
Hat: Option 2
I H
at: High-quality, red. Use PMS 7638 C as a guide for selecting or
color matching hat.
J B
est Western Plus Logo: Horizontal 3-line PMS Solid Reversed.
Centered within imprint/embroidery area. Logo is 1.375 tall.
H Buffalo Creek Inn
52
Name Tag, Telephone Faceplate and Forget Something

These items are required, but they are not required to be branded if a alternative item is branded (i.e. Uniform, Telephone
Tent Card, or Guest Directory Entry).
Name Tag A
C
1. Colors of item allowed for name tags are Cranberry and White. Name B
A B
est Western Plus Logo: Vertical CMYK. 100% BW Plus Cranberry
background and Vertical CMYK Reversed on white background. Title
Logo is .6875" tall.
D
Buffalo Creek Inn
B S
taff In ormation: Name Gotham Demi 14pt, Title 12pt. Center. White 6109 E. Snow Lane Jackson, WY 83002
E
Phone (307) 837-7500 Fax (307) 837-7501
for dark background and 100% BW Charcoal for light background.
DIALING INSTRUCTIONS:
Name
ROOM TO ROOM.......................................Enter Room Number
Telephone Faceplate LOCAL CALLS .............................9 + 1 + Area Code + Number

LONG DISTANCE.........................9 + 1 + Area Code + Number
Title
INTERNATIONAL...................................9 + 011 + Country Code
1. Color of item allowed for telephone faceplate is White. + City Code + Number
TOLL FREE............................................9 + 1 + Toll Free Number
C B
est Western Plus Logo: Vertical CMYK*. Centered. Logo is .85" tall. GUEST SERVICES....................................................................Dial 0
EMERGENCY...........................................................................Dial 911
D O
ptional Property Name: Costa Std Demi 11pt, -20 tracking. LONG DISTANCE AND INTERNATIONAL CALLS BILLED TO ROOM
Centered. 100% BW Plus Cranberry. Name Tag

ROOM
E ddress, Phone/Fax Numbers: Gotham Book 7.5pt, 8.5pt leading,
A
-15 tracking. 100% BW Charcoal. Centered copy.
"Forget Something" Signage

1. Color of item allowed for Forget Something Signage is White.
F B
est Western Plus Logo: Vertical CMYK. Centered. Logo is 2.125" tall.
G F
orget Something?: Costa Std Demi 28pt, -20 tracking. Centered. F
100% BW Plus Cranberry.
H T
ext: Costa Std Demi 28pt, -20 tracking. Centered. 100% BW Plus
Cranberry. G
VOL MUTE
Note: H HOLD FLASH REDIAL SPKR
*When using a pTouch labeler approved fonts are Helsinki, Atlanta or PRESS FOR MESSAGES
Arial. Upper and Lower Case. White text on cranberry, and charcoal text
on white.
**Each face plate is made according to the telephone model and the logo
Forget Something Signage Telephone Faceplates
selected is what is best suited for the space. One or two line horizontal or
vertical stacked is allowed.
The items shown on this page maybe ordered through an endorsed
supplier as referenced on mybestwestern.com > Hotel Operations >
Best Western Supply.
53
Promotional Item Applications
Mug file names: W Plus Mug_White_CMYK.ai / BW Plus Mug_Blue_CMYK_Reversed.ai
Pen and USB Flash Drives: For a complete list of configurations visit mybestwestern.com. Colours of items allowed for these type of
items are Cranberry, White, Charcoal and Clear.
Mug B
A W
hite Mug/Best Western Plus Logo: Horizontal 3-line CMYK or 2 PMS
gradient. Center-aligned with handle. Outward-facing (on both sides) 1.1" D Property
A C
for visibility with both left- and right-handed users. Logo is 1.1" tall. (28mm) logo
goes here
B R
ed Mug: Use PMS 7638 C as a guide for selecting or color
matching mug.
C B
est Western Plus Logo: Horizontal 3-line CMYK Reversed or
Horizontal PMS 1 Color Reversed. Center-aligned with handle.
Outward-facing (on both sides) for visibility with both left- and
right-handed users. Logo is 1.1" tall.
E F
D O
ptional Property Logo: CMYK or Black and White property 1-Sided
logo 1.875 tall. See page 29 for usage guidelines.
1. 1.
Pen: 1-Sided
E O
ptions: 1) Best Western Plus logo 2) Best Western Plus logo
2. Buffalo Creek Inn
2.
and property information 5) Best Western Plus in Costa Std Demi (307) 837-7500
Buffalo Creek Inn

(not shown) 6) Best Western Plus in Costa Std Demi and property (307) 837-7500
information in Gotham Medium (not shown).
USB Drive: 1-Sided

F O
ptions: 1) Best Western Plus logo 2) Best Western Plus logo
and property information 5) Best Western Plus in Costa Std Demi
(not shown) 6) Best Western in Costa Std Demi and property
information in Gotham Medium (not shown).
G H
2-Sided
Pen: 2-Sided
1. 1.
G O
ptions: 1) Best Western Plus logo on one side, property logo
on other side 2) Best Western Plus logo on one side, property
information on the other.
Property logo
Property logo goes here
goes here
USB Drive: 2-Sided

2. 2.
H O
ptions: 1) Best Western Plus logo on one side, property logo
on other side 2) Best Western Plus logo on one side, property
information on the other.
Buffalo Creek Inn
Buffalo Creek Inn (904) 381-1681
(904) 381-1681
Note:
54
Courtesy Vehicle (Van): Sides
Specifications listed below are based on the standard property vehicle (van) that transports four or more
people. Adjust proportionally when applying to different vehicle sizes.
Driver Side
A Best Western Plus Logo Icon: CMYK. Bleed BW Plus icon
top and bottom.
B B
est Western Plus Logo: Horizontal 3-line CMYK. Centered
left/right within van door. When sizing
the BW icon,
A match the
C P
roperty Name: Costa Std Demi 180pt, 140pt leading,
negative space
-20 letterspacing. 100% BW Plus Cranberry. Centered copy
shown on
under Best Western Plus logotype only. mock-up.
Property Location: Gotham Medium 80pt, 140pt leading. B
C
D L
ogo and Property Information Lock-up*: Center
top/bottom within van door.
Curb Side D
Logo and Property Information Lock-up (Alternate**)

Center property name and
E P
roperty Name: Costa Std Demi 180pt, 190 leading, location within the width of the
Buffalo Creek
-20 tracking. 100% BW Plus Cranberry. Centered copy Best Western Plus logotype.
Inn & Suites
Jackson, Wyoming
under Best Western Plus logotype only. Driver Side

Property
Location: Gotham Medium 80pt, 140pt leading. Property name and location as two lines.
*Shown here as two-line property name and location.

**Alternate three-line option for long property name/location.
Note:
The courtesy vehicle wrap artwork is the only pre-approved use of
the BW Plus icon appearance by itself, removed from the logotype.
It must appear in this exact fashion, as specified in the Style Guide.
All measurements/specs provided are an approximation
based on a standard van. Buffalo Creek
EInn & Suites
If printing a decal, vehicle must be Cranberry, White or Charcoal. Jackson, Wyoming
Jacks
Curb Side
Property name and location as three lines.
55
Courtesy Vehicle (Van): Front and Back
Specifications listed below are based on the standard property vehicle (van) that transports four or more
people. Adjust proportionally when applying to different vehicle sizes.
Front
A Best Western Plus Logo: Horizontal 1-line CMYK. Centered
vertically and horizontally on hood.
Back A
B B
vertically and horizontally
Buffalo Creek Inn
on windows.
Jackson, Wyoming
C P
roperty Name: Costa Std Demi 260pt, -25 tracking.
100% BW Plus Cranberry. Centered copy.
D P
roperty Location, Phone Number and URL: Gotham Medium
110pt. 100% BW Plus Charcoal. Centered copy.
Buffalo Creek Inn

Front
Jackson, Wyoming
Note:
The courtesy vehicle wrap artwork is the only pre-approved use of
the BW Plus icon appearance by itself, removed from the logotype.
It must appear in this exact fashion, as specified in the Style Guide.
All measurements/specs provided are an approximation based on
a standard van.
If printing a decal, vehicle must be Cranberry, White or Charcoal.
Buffalo Creek Inn

Jackson, Wyoming
B Buffalo Creek Inn
Jackson, Wyoming (904) 381-1681 bestwestern.com
To ensure visibility,
Buffalo Creek Inn property information
Jackson, Wyoming C Buffalo Creek Inn should be centered
D Jackson, Wyoming (904) 381-1681 bestwestern.com
and then adjusted to
accommodate the gap
where the doors meet.
Back
56
Courtesy Vehicle (Sedan,Suv or Similar): Sides Buffalo Creek Inn
Jackson, Wyoming
Specifications listed below are based on the standard property vehicle (sedan, SUV or similar vehicles) that transports three
or fewer people. Adjust proportionally when applying to different vehicle sizes.
Driver Side
A Optional
Best Western Plus Logo Icon: CMYK. Bleed BW
Plus icon top and bottom.
A
B B
left/right within car door.
C P
roperty Name: Costa Std Demi 180pt, 190pt leading,
-20 tracking. 100% BW Plus Cranberry. Centered copy
When sizing
under Best Western Plus logotype only. the BW Plus
B
icon, match the
Property Location: Gotham Medium 80pt, 140pt leading.
negative space
100% BW Plus Charcoal. Centered copy. Buffalo Creek Inn
Jackson, Wyoming
shown on
Buffalo Creek Inn
mock-up.
C
Curb Side
Logo and Property Information Lock-up (Alternate**)
Center property name and
D P
roperty Name: Costa Std Demi 140pt, 150pt leading, -20 location within the width of the
tracking. 100% BW Plus Cranberry. Centered copy under Driver Side Best Western Plus logotype.
Best Western Plus logotype only.
Property name and location as two lines.
Property
Location: Gotham Medium 65pt, 112pt leading.
*Shown here as two-line property name and location.

**Alternate three-line option for long property name/location.
Note:
The courtesy vehicle wrap artwork is the only pre-approved
use of the BW Plus icon appearance by itself, removed from
the logotype. It must appear in this exact fashion, as specified
in the Style Guide.
based on a standard sedan. Buffalo Creek
D Inn & Suites
Jackson, Wyoming
If printing a decal, vehicle must be Cranberry, White or

Charcoal.
Curb Side
Property name and location as three lines.
57
Courtesy Vehicle (Sedan, Suv or Similar): Front & Back
Specifications listed below are based on the standard property vehicle (sedan, SUV or similar vehicles) that transports three
or fewer people. Adjust proportionally when applying to different vehicle sizes.
Jackson, Wyoming (904) 381-1681 bestwestern.com Jackson, Wyoming
Buffalo Creek Inn Buffalo Creek Inn
Front
A No artwork should appear on the front of the vehicle.
Back
B B
est Western Plus Logo: Horizontal 3-line CMYK. Centered A
vertically and horizontally on trunk. Buffalo Creek Inn
Jackson, Wyoming
C P
Cranberry. Centered copy on bumper only. Buffalo Creek Inn
Jackson, Wyoming Front
D P
roperty Location, Phone Number and URL: Gotham Medium
80pt. 100% BW Plus Charcoal. Centered copy on bumper only.
Jackson, Wyoming
Note:
Buffalo Creek Inn

based on a standard sedan.
If printing a decal, vehicle must be Cranberry, White or Charcoal.
Buffalo Creek Inn Buffalo Creek Inn

Jackson, Wyoming Jackson, Wyoming (904) 381-1681 bestwestern.com
Buffalo Creek Inn

C
Buffalo Creek Inn
Jackson, Wyoming
D
Top-Down
View
Back
58
Shared Courtesy Vehicles
Vehicles shared between several brands:
1. It must display a full-color Best Western Plus logo that is of equal size, or larger, than the other organizations logo.
2. The Best Western Plus logo should include a minimum clear space equal to that specified on pages 5 7 of this
guideline.
3. When there are significant space constraints, the clear space requirement for the logo may be modified subject
to approval by BWI/BWO.
59
Summary
These are general brand guidelines for using the Best Western Plus logo and applying the Best Western Plus visual
style. They are not intended to address every possible application. The Best Western Plus logo is only allowed on the
items listed in this manual.
Visit mybestwestern.com for a list of endorsed vendors.
BWI expressly reserves the right to reject the display of any Third-Party Names/Logos or Sub-Brands in any format or media if, in its sole discretion, it deems it to be detrimental
to the Best Western Brand.
2016 Best Western International. All rights reserved.
60

BW Plus BIM Sept 16

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Brand Identity Guidelines

Wherever Life Takes You, Best Western Is There.

Horizontal Logo 3-line Vertical Logo*

Horizontal Logo 1-line

Horizontal Logo 3-line

Horizontal Logo 1-line

Horizontal Logo 3-line Horizontal Logo 1-line Vertical Logo

Print: Print: Print:

Web: Web: Web:

CMYK 2-Color PMS Gradient 1-Color PMS Gradient

RGB 2-Color PMS Solid 1-Color PMS Solid

Grayscale Black and White

RGB PMS Black and White

Horizontal Logo 3-line Horizontal Logo 1-line Vertical Logo

File Names: File Names: File Names:

RGB RGB RGB

PMS PMS PMS

Grayscale Grayscale Grayscale

Black and White Black and White Black and White

Best Western Plus Cranberry Best Western Plus Cranberry Gradient

PMS 7638 C Dark

See page 15 for gradient specifications.

Best Western Plus Charcoal

Used primarily in typography

Costa Std Regular

Costa Std Demi

Gotham Book Gotham Medium

Gotham Book Italic Gotham Bold

For business or leisure, theres always Headlines

a little something extra.

Book your getaway for 199/night. Subheads

Amenities: Body copy

Buffalo Creek Inn Property information

Wherever Life Takes You, Best Western Is There. Tagline

capture the best view of the hotel, creating a hero image

Each Best Western branded hotel is independently owned and operated.

Wherever Life Takes You, Best Western Is There.

It is recommended that the tagline be included on

1) Definitions: Guestroom Materials (International Only)

PROPERTY GUEST BROCHURE/

*BWI/BWO Front bottom right Bottom right Front bottom right

Third Parties, On-Site *BWI/BWO

Area Attractions *BWI/BWO Inside pages *BWI/BWO

*BWI/BWO - Best Western International /Best Western Affiliate Offices

Business Cards Primary Signs

Envelopes* Service Promise Plaque

Pens/Pencils BW Rewards Elite Recognition Bags

Property Brochure Specialty Brochures and Flyers

Reception /Front Office Materials Hotel Vehicle (less than 4 passengers)

Robes & Slippers

1. Brand logo must comply with general guidelines (pages 510).

Brand logo left and property information right.

Brand logo top and property

Typography Requirement Typography outlined on pages 16 & 17 must be met.

Best Western Plus Buffalo Creek Hotel

BW Plus Buffalo Creek Hotel

Best Western Plus logo.

Incorrect usage of property logos Property

Property logo is too close to Best Western is incorporated

See page 21 for specific tions

The URL used must direct guest to a BWI/BWO sponsored website or to

A  roperty Business Card, One Sided: Follow guidelines stated on

Opposite Side (All options available globally)

100% BW Plus Cranberry. Centered copy. Baseline .2 from

Area Attractions BWI/BWO Inside pages BWI/BWO

A roperty Business Card, One Sided: Follow guidelines stated on

H ultiple Brands - Address, Phone and Fax Numbers: Gotham Book

I ostage Indicator: .875" x 1" box at .25pt. 50% BW Plus