BRAND

GUIDELINES
FOR PARTNERS
RELEASED / AUGUST 2017
TABLE OF CONTENTS

INTRODUCTION / 2

BRAND ELEMENTS / 4

RATINGS & REVIEWS / 15

REVIEW PERMISSIONS / 18

RATING & RANKING / 20

ADDITIONAL INFORMATION / 24

Brand Guidelines for Partners / 2

INTRODUCTION BRAND ELEMENTS RATINGS & REVIEWS REVIEW PERMISSIONS RATING & RANKING ADDITIONAL INFORMATION

INTRODUCTION

TripAdvisor is pleased to provide our partners the use

of our content and branding to showcase property
ratings, reviews and awards from the world’s largest
travel site*. The following guidelines should be followed
for any advertising or marketing campaign to ensure
proper attribution of the TripAdvisor brand and use of
TripAdvisor content.

IMPORTANT NOTE
All advertising or marketing materials using TripAdvisor
content and branding must be reviewed and approved
by a TripAdvisor representative prior to publication.

Please send materials to your Partnerships representative

for approval.

THANK YOU!

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BRAND ELEMENTS
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INTRODUCTION BRAND ELEMENTS RATINGS & REVIEWS REVIEW PERMISSIONS RATING & RANKING ADDITIONAL INFORMATION

BRAND COLOR PALETTE

Colors establish the overall look and feel of

the various touchpoints within the TripAdvisor PRIMARY GREEN PRIMARY BLACK BLACK-LIGHT
brand. The palettes combine to underscore MAIN BRAND & BACKGROUND TYPE & LINE TYPE & BACKGROUND
our brand attributes and enhance usability of RGB = 74, 74, 75
RGB = 0, 176, 135 RGB = 0, 10, 18
our websites, emails, and mobile sites.
CMYK = 78, 0, 62, 0 CMYK = 80, 0, 0, 100
This version of the color palette should be (BODY TEXT = 0, 0, 0, 100)
PANTONE 339 C
applied for all offline placements including
PANTONE 339 U
stickers, signs, partnerships out of home PANTONE BLACK 6 C
advertising, etc. These colors are not, PANTONE BLACK 6 U
however, optimized for web accessibility and, GRAY
therefore, should not be used for on-site and BACKGROUND
in-app placements. RGB = 214, 215, 214

GRAY-LIGHT
OUTLINES, BACKGROUND & RULES
RGB =229, 230, 229

ACCENT RED BACKGROUND ACCENT YELLOW BACKGROUND ACCENT BLUE BACKGROUND

RGB = 239, 106, 69 RGB = 252, 196, 15 RGB = 28, 153, 206

CMYK = 0, 72, 70, 0 CMYK = 0, 24, 98, 0 CMYK = 68, 0, 0, 5

PANTONE 7416 C PANTONE 129 C PANTONE 299 C

PANTONE 2026 U PANTONE 7404 U PANTONE 2202 U

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INTRODUCTION BRAND ELEMENTS RATINGS & REVIEWS REVIEW PERMISSIONS RATING & RANKING ADDITIONAL INFORMATION

PRIMARY LOGOTYPE

PRIMARY LOGOTYPE PRIMARY LOGOTYPE FOR WHITE BACKGROUND PRIMARY LOGOTYPE FOR GREEN BACKGROUND
The logo is not integrated with text. Any
pairing of text and the Primary logotype
needs to be approved by the Brand team.

LOGOTYPE ARTWORK
Do not redraw or recreate any element
of the logotype. Use only supplied and
approved digital formats.
PRIMARY LOGOTYPE FOR BLACK BACKGROUND PRIMARY LOGOTYPE AREA OF NONINTERFERENCE

USAGE GUIDELINES Y/2

Print: When scaled proportionally, the
primary logotype must never be smaller Y
than 0.8 inches or 20mm wide.

Web: When scaled proportionally, the

primary logotype must never be smaller CLEAR SPACE: The minimum amount of clear space on all sides of the
than 80 pixels wide. logotype is the equivalent to half the height (Y/2) of the TripAdvisor logo.

PRIMARY LOGOTYPE MINIMUM SIZE

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PRIMARY LOGOTYPE WITH TAGLINE

TAGLINE PLACEMENT PRIMARY LOGOTYPE/TAGLINE LOCKUP

The purpose of this lockup, and all lockup TAGLINEJUSTIFIED TAGLINE JUSTIFIED MINIMUM SIZE
variations, is to clearly communicate
TripAdvisor’s brand position and value
proposition.

For the Primary logotype with tagline lockup

to be effective, it must also be legible. This is
why we’ve developed three variations to ensure
legibility at all scales and layouts.

Any pairings of the tagline and the Primary

logotype not documented in the TripAdvisor
SECONDARY LOGOTYPE/TAGLINE LOCKUP (FOR USE IN SMALL PLACEMENTS ONLY)
Brand Guidelines must be submitted to the
Brand team for approval. TAGLINE CENTERED

LOGOTYPE ARTWORK
The logotype artwork is created using the
TripAdvisor logo and tagline set in the brand
font, Objektiv 2. Do not redraw or recreate any
element of the logotype. Use only supplied and
approved digital formats.

USAGE GUIDELINES
Print: When scaled proportionally, “know PRIMARY LOGOTYPE/TAGLINE LOCKUP FOR HORIZONTAL PLACEMENTS
better • book better • go better” in the logo TAGLINE CENTERED HORIZONTAL TAGLINE
lockup must never be smaller than 8pt Arial
Regular type. This is true for all variations
of the Primary logotype tagline lockup. For
vertical placements use the Tagline Justified
except in placements below minimum size, in
which case utilize the Tagline Centered.

Web: When scaled proportionally, “know

better • book better • go better” in the logo
lockup must never be smaller than 11px Arial
Regular type. This is true for all variations of
the Primary logotype tagline lockup.

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SECONDARY LOGOTYPE

SECONDARY LOGOTYPE SECONDARY LOGOTYPE FOR WHITE BACKGROUND SECONDARY LOGOTYPE FOR GREEN BACKGROUND
The logo is not integrated with text. Any
pairing of text and the Secondary logotype
needs to be approved by the Brand team.

LOGOTYPE ARTWORK
Do not redraw or recreate any element
of the logotype. Use only supplied and
approved digital formats.
SECONDARY LOGOTYPE FOR BLACK BACKGROUND SECONDARY LOGOTYPE AREA OF NONINTERFERENCE

USAGE GUIDELINES Y/3

Print: When scaled proportionally, the
secondary logotype must never be smaller Y
than 0.5 inches or 13mm wide.

Web: When scaled proportionally, the

primary logotype must never be smaller
than 50 pixels wide. CLEAR SPACE: The minimum amount of clear space on all sides of the
logotype is the equivalent to half the height (Y/3) of the TripAdvisor logo.
SECONDARY LOGOTYPE MINIMUM SIZE

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MONOCHROMATIC LOGOTYPES

The Monochromatic logotype should PRIMARY LOGOTYPE 1-COLOR/BLACK SECONDARY LOGOTYPE 1-COLOR/BLACK
only be used when there are not enough
colors to properly reproduce the primary
logotype. In extremely rare cases, it
may be possible to use an all-black or
all-white version of the Primary and
Secondary logo; however, you must
contact the Brand team for guidance
PRIMARY LOGOTYPE KNOCKOUT SECONDARY LOGOTYPE KNOCKOUT
and approval.

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LOGOTYPE DON’TS

To make sure our logotype appears DO NOT TILT OR ROTATE DO NOT PLACE ON A NON-BRAND BACKGROUND COLOR
as consistently as possible throughout
our communications, we’ve identified
a few ways that we DO NOT want our
logotype to appear. These are certainly not
ALL the don’ts - just a few to set the tone.
When in doubt, contact the Brand Team for
approval and guidance.

Do not pull logos or any other brand assets

DO NOT STRETCH DO NOT RECREATE WORDMARK
from the Web. All visual representation of the
TripAdvisor brand must only come from the
assets provided by TripAdvisor.

TripAdvisor
DO NOT REMOVE OR REPOSITION LOGOTYPE ELEMENTS DO NOT ADD ADDITIONAL WORDS OR PHRASES

NEWSLETTER

DO NOT STYLIZE WITH OBJECT EFFECTS RESPECT AREAS OF NONINTERFERENCE AND CLEAR SPACE

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TRAVELERS’ CHOICE LOGO

The Travelers’ Choice logo should be PRIMARY LOGOTYPE (ALWAYS ON GREEN SQUARE) PRIMARY LOGOTYPE FOR WHITE BACKGROUND
used in all on-site, off-site, and offline
presentations or mentions of the award.

Use the version with one L (Travelers’) on

TripAdvisor.com, and the version with two
Ls (Travellers’) on all other points of sale.

The Knockout logotype should only be

used when there are not enough colors to
properly reproduce the Primary logotype. In
extremely rare cases, it may be possible to
PRIMARY LOGOTYPE FOR BLACK BACKGROUND PRIMARY LOGOTYPE AREA OF NONINTERFERENCE
use an all-black or all-white version of the
Primary logo; however, you must contact Y/4
the Brand team for guidance and approval.

USAGE GUIDELINES
Y
Print: When scaled proportionally, the
secondary logotype must never be smaller
than 0.5 inches or 13mm wide.

Web: When scaled proportionally, the

primary logotype must never be smaller CLEAR SPACE: The minimum amount of clear space on
than 50 pixels wide. all sides of the logotype is the equivalent to half the height
PRIMARY LOGOTYPE MINIMUM SIZE (Y/4) of the Travelers’ Choice logo.

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CERTIFICATE OF EXCELLENCE LOGO

The Certificate of Excellence logo should PRIMARY LOGOTYPE (ALWAYS ON GREEN SQUARE) PRIMARY LOGOTYPE FOR WHITE BACKGROUND
be used in all on-site, off-site, and offline
presentations or mentions of the award.

The Certificate of Excellence logo is

translated into all languages currently
supported on the TripAdvisor website.
Please use the local language version of the
logo when appropriate.

The Knockout logotype should only be

used when there are not enough colors to
PRIMARY LOGOTYPE FOR BLACK BACKGROUND PRIMARY LOGOTYPE AREA OF NONINTERFERENCE
properly reproduce the Primary logotype. In
extremely rare cases, it may be possible to Y/4
use an all-black or all-white version of the
Primary logo; however, you must contact
the Brand team for guidance and approval.
Y
USAGE GUIDELINES
Print: When scaled proportionally, the
secondary logotype must never be smaller
than 0.5 inches or 13mm wide.
CLEAR SPACE: The minimum amount of clear space on all
Web: When scaled proportionally, the sides of the logotype is the equivalent to half the height (Y/4)
primary logotype must never be smaller PRIMARY LOGOTYPE MINIMUM SIZE of the Travelers’ Choice logo.
than 50 pixels wide.

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PROPER NAME & TAGLINE (WHEN WRITTEN)

PROPER NAME (WHEN WRITTEN)

When written, the following format should
always be followed:
• “T” of “Trip” and “A” of “Advisor” are
always capitalized.
• No space between the two words.
PROPER NAME WRITTEN

TripAdvisor
TAGLINE (WHEN WRITTEN)
When written, the following format should
always be followed:
• First letter of first word in each phrase
always capitalized.
• First letter of second word in each
phrase always lowercase.
• Periods at end of each phrase. TAGLINE WRITTEN

TAGLINE (WHEN WRITTEN) DON’TS Know better. Book better. Go better.

Never use commas or any other
punctuation than a period at the end of
each phrase:
Know better, Book better, Go Better!
Never emphasize or bold portions of the
tagline:
Know better. Book better. Go Better.
Never use italics or different colors on
portions of the tagline:
Know better. Book better. Go Better.

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RATINGS & REVIEWS

OWL HEAD WITH RATINGS BUBBLES OWL HEAD WITH RATINGS BUBBLES OWL HEAD WITH RATINGS SPACING
This logo represents the aggregate
TripAdvisor traveler rating for an individual
business or property. It may be used with
two conditions: The primary TripAdvisor
logo or the word “TripAdvisor” must be
present on the same page; and it must be
made clear that the bubble rating refers to
TripAdvisor traveler ratings.

RATINGS BUBBLES OWL HEAD WITH RATINGS BUBBLES KNOCKOUT

For a single traveler’s individual rating (i.e.
when quoting the review of one traveler)
use the ratings bubbles alone without the
owl head. Please note that the primary
TripAdvisor logo or the word “TripAdvisor”
must be present, and it must be made
clear that the bubbles refer to a traveler
rating by using phrasing like “A TripAdvisor
traveler review.” RATINGS BUBBLES WITH QUOTE

“A Fantastic Hotel. Highly Recommended.”

Reviewed by Meghan B, 28 August 2017

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INTRODUCTION BRAND ELEMENTS RATINGS & REVIEWS REVIEW PERMISSIONS RATING & RANKING ADDITIONAL INFORMATION

RATINGS & REVIEWS

Content provided by travelers – most frequently captured in the form TRAVELER REVIEWS MUST APPEAR IN QUOTATION MARKS
of reviews – is the mainstay of the TripAdvisor value proposition. It is
essential that our partners protect the integrity of user-generated
content wherever it appears. “A Fantastic Hotel. Highly Recommended.”
Reviewed by a TripAdvisor traveler, 28 August 2017
DOS

• Content from traveler reviews must appear within quotation marks

• Review content may be accompanied by the bubble rating given by

that reviewer

• You may only quote from a rave review – a review accompanied by a

5-bubble rating – if the overall property rating is at least a 4 out of 5

• When using review content, you MUST include the date of the
quoted review
CONTENT MAY BE ACCOMPANIED BY THE BUBBLE RATING
• It must be clear that the quoted review was from a traveler
on TripAdvisor. Please accompany quotes with phrases like “A
TripAdvisor traveler review” or “Reviewed by a TripAdvisor traveler”

• You may use a traveler’s TripAdvisor member name as long

as TripAdvisor is acknowledged, e.g. “TripAdvisor traveler
<member name>”

• For international points of sale, TripAdvisor prefers that you use

traveler reviews originally written in the language of that point of
sale. If there are no suitable local language reviews available, you
may use a translated traveler review
“One of my best vacations EVER.”
• If review content is accompanied by a photo, the photo must be
TripAdvisor traveler David M, 21 July 2017
directly related to the review — or accompanied by a caption stating
which specific property or destination the review refers to

• To use content from traveler reviews in printed marketing materials

in the UK, you must get consent from the original reviewer. See pg.19
for more information

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INTRODUCTION BRAND ELEMENTS RATINGS & REVIEWS REVIEW PERMISSIONS RATING & RANKING ADDITIONAL INFORMATION

RATINGS & REVIEWS

DON’TS TRAVELER REVIEWS MUST BE ACCURATE

• Edit traveler reviews to misrepresent what the traveler originally wrote

• Use traveler reviews written about one place to characterize another

• Invent traveler reviews — this constitutes review fraud

• Place marketing copy within quotation marks to imply that something is a

review if it is not — this constitutes review fraud

• Use headlines that could be mistaken for reviews (regardless of use of

quotation marks), i.e. ‘Excellent Location’

• Quote the ratings histogram labels (“Excellent,” “Very Good,” etc.) as if they
were a traveler’s review

• Use a TripAdvisor Award about one property to characterize another

individual hotel or an entire hotel group (if all hotels were not winners for
that specific year)

• Extrapolate “what travelers say” in general

• Rave about a 5-bubble review unless you meet the following criteria:

- You must have received a 5-bubble review on TripAdvisor within the past
six months “Excellent value for money.”
Reviewed by Helen B, 20 August 2017
- You must have an overall rating of 4 bubbles or higher on TripAdvisor

- You must be in good standing on the TripAdvisor site

• To use content from traveler reviews in printed marketing materials in the

UK, you must get consent from the original reviewer. See pg.19 for more
information

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REVIEW PERMISSIONS
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INTRODUCTION BRAND ELEMENTS RATINGS & REVIEWS REVIEW PERMISSIONS RATING & RANKING ADDITIONAL INFORMATION

REVIEW PERMISSIONS

IMPORTANT NOTE: REVIEW

PERMISSIONS FOR PRINT
MATERIALS IN THE UK

To use TripAdvisor review content in printed

marketing materials in the UK, you must get
permission from the original reviewer. You Dear <reviewer name>,
may request this permission via TripAdvisor
private messages in the Management We appreciate your TripAdvisor review “<Name of the review>”!
Center (www.tripadvisor.co.uk/Owners). With your permission, we’d love to use this review in our marketing
materials. Would you mind replying to this message with the
You will be required to obtain the following following, to help us comply with legally required advertising codes?
from original reviewers:
• Confirmation that your review was your genuine experience
• Confirmation that the review was their
genuine experience • Permission to use your review (or a specific section thereof) in
our advertising and marketing
• Permission to use their review in
marketing materials • Your email address (we need it only as confirmation for your
identity)
• Reviewer contact details (email address
is sufficient) Thank you so much!

We’ve created a templated email message <your email signature>

to help you request authorizations from
reviewers. Please feel free to cut/paste it
into your private messages.

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RATING & RANKING
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TRAVELER RATING – TEXT

Whenever the TripAdvisor rating appears, it

should have the text “TripAdvisor Traveler
Rating” next to it — along with the number
of reviews on which the rating is based.

If there isn’t enough space (e.g. in search

results), a fallback option is to have a logo
at the top or on the left, indicating that the
traveler ratings are provided by TripAdvisor.
Each rating should also have a rollover with
the text “TripAdvisor Traveler Rating.”

Schrute Farms
Main Street, Honsdale, PA 18431 | 1-928-474-9800
www.website.com

144 reviews

Mianni Hotel
Main Street, Mianni, AA 18431 | 1-289-477-0098
www.website.com

233 reviews

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TRAVELER RATING – IMAGE

DO
Boston, MA
• When displaying the aggregate
TripAdvisor Traveler Rating, display
the TripAdvisor owl to the left of the Hotels
bubble rating

• When displaying an aggregate Flamborough Inn

TripAdvisor bubble rating, be sure to $136-$318
include the TripAdvisor owl to the left Family Friendly
of the bubble rating
552 TripAdvisor reviews
• Use the owl in full color

• The owl should be at least 25 pixels wide

Write a Review
• Ratings bubble graphic should be at
least 55 pixels wide
“Wonderful Stay”
• Ratings bubble should be standard Robert M., 23 Aug 2017
TripAdvisor green

• The ratings bubble should have white

as a background between the inner and This is filler text and is not intended to be
outer circles — the page background read. This This is filler text and is not intended
should not show through to be read. This is filler text and is not.....

DON’T
“Our favourite place to stay EVER”
• Use the TripAdvisor owl next to the
bubble rating of individual reviews Steven M., 18 July 2017

This is filler text and is not intended to be

read. This This is filler text and is not intended
to be read. This is filler text and is not.....

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TRIPADVISOR POPULARITY RANKING

The TripAdvisor popularity index ranks

individual listings based largely on the quality,
quantity and freshness of traveler reviews, and
is subject to change without notice.

Whenever referencing a property’s popularity #1 of 38

Hot
in Portsm els
ranking on TripAdvisor, partners MUST cite the
specific month and year for that reference.
outh
Example: If you want to claim a property that is According
to TripAd
the “#1 Hotel in Portsmouth,” you must include Travelers visor
as of July
the phrase “according to TripAdvisor travelers 2017
as of July 2017.”

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ADDITIONAL INFO
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ADDITIONAL INFORMATION

LOGO AND RATINGS STORAGE If you have questions about

All logos and ratings bars will be these guidelines or related
provided by TripAdvisor, and served issues, please don’t hesitate to
direct from aTripAdvisor image URL. reach out to your TripAdvisor
Partners will not store and locally serve Partnerships representative.
TripAdvisor logos.

TRACKING
All campaigns that display TripAdvisor
branding and content must be tracked.
TripAdvisor can provide a tracking
pixel code. Alternatively, if you choose
not to use a TripAdvisor tracking pixel
or a TripAdvisor image URL, a report
must be filed at the completion of each
campaign documenting campaign click-
through rates and impressions.

TripAdvisor must give final approval on

all use of content.

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