Brand Standards Guide

1. Brand Standards Guide

2. Branding 101 • At its most basic, and most importantly, our brand is what our customers experience each and every time they interact with a GetThere representative, our products and/or services. • The GetThere brand is what differentiates us from our competition. • Our brand is our collective personality. It has traits, characteristics, a distinct look and feel, and a set of values that we hope our customers associate with it. It’s more than "just" a logo. • Building, caring for, and continually enhancing our brand image is critical. The stronger our brand, the more recognizable and desirable are our products and services. Obviously, in order to build and maintain a clear brand personality, there must be a fundamental level of consistency in how we communicate verbally and visually. In essence, that is what the rest of this guide provides: tools, techniques, and resources for visual and verbal communications — all focused on our brand.

3. Logo usage • Two-Color Stacked Orientation: Our most commonly used GetThere logo treatment is the two-color stacked logo. The two-color stacked logo can appear in the two approved color versions on the right. • Two-Color Horizontal Orientation: To ensure the GetThere logo works in virtually every application, a horizontal orientation has been provided. The two-color horizontal logo can appear in the two approved color versions on the right. • One-Color Stacked Orientation: Designed for applications in which you are limited to one-color printing, the logo can appear all in black on a white background, or all in white on a black background. • One-Color Horizontal Orientation: Designed for applications in which you are limited to one-color printing, the logo can appear all in black on a white background, or all in white on a black background.

4. Logo usage – what not to do • The GetThere logo is our visual brand. Please don’t skew, stretch or change the proportion of the symbol in any way or place it on textured or patterned backgrounds. • Please don’t change the font on the logotype. Never alter or re-proportion the logotype in any way. Never use the GetThere “G” without the company name. • The GetThere logo should not be altered or re-proportioned in any way or printed in other colors than the official corporate red or acceptable black and white variations. • The GetThere logo is the crown jewel. Please don’t change the original artwork and do not add elements, such as a drop shadow. Logo mark must be either red, black or white • Do not crowd the logo. Always leave a border around the logo on all sides at least as large as the “T” in GetThere. • Multicolor logo and “A Sabre Company” signatures were phased out in 2000. Do not use.

5. Fonts • Data Sheets and Published Materials • Headlines & Body Copy – Helvetica Nue • Word Docs: Arial (14pt title, 12pt headers, 11pt body copy) • PowerPoint • Title – Arial 24 • Bullet 1 – Arial 20 • Bullet 2 – Arial 20 • Sub-bullet – Arial 18 • Web and Online Marketing • Navigation – Arial 14px • Body Copy – Verdana 10pt • Tagline – Arial 14 px

6. Color palette Did you know red and black aren’t our only GetThere colors?

7. Color palette

8. Color palette

9. Color palette

10. PowerPoint deck color palette

11. Web standards • Logo: left corner; red or reversed out of red; consistent tagline • Color: Use of expansive red gradient background; consistent palette • Function: consistent navigation in header and footer and region/language selection • Typography: Design fonts and Web text fonts

12. Web standards • Region / Language Selector • Placement: Upper-right • Use Map Icon/Graphic with drop-down selector • Site Search • Placement: within Navigation bar, right-aligned • Button: Magnifying Glass icon • Tagline • Placement: right of logo • Font: Arial 14px • Color: #FFFFFF or #E50000; depending on background color

13. Web color palette

14. Color palette