Brand applications within the visual identy. TUI Design Guidelines Date Page 1

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1 Brand applications within the visual identy TUI Design Guidelines Date Page 1

2 Brand applications within the visual identy Contents TUI Design Guidelines Date Page 2 Introduction 3 Brand model 4 Brand identity 8 Corporate brands 10 Consumer brands 12 Masterbrand 14 Endorsement 16

3 Brand applications within the visual identy Introduction TUI Design Guidelines Date Page 3 A special feature of the TUI brand identity is the usage of two different design principles for corporate and consumer visual identities. We use the corporate visual identity for communication that requires an informative and serious tone; this is primarily necessary in B2B communication. The consumer visual identity, however, is used in communciation that has a highly-emotional and stimulating tone, which is predominantly found in end consumer and sales communication. In order to select the correct brand application in addition to the corresponding design principles, the difference between corporate and consumer brands is illustrated by means of a brand model. The special function of the masterbrand is also described. The principle and application of the corporate and consumer visual identities is presented in the subsequent pages. An overview illustrates sample applications of corporate brands, consumer brands and the masterbrand in connection with defined design principles.

4 Brand applications within the visual identy Brand model TUI Design Guidelines Date Page 4 Corporate brands Consumer brands Masterbrand

5 Brand applications within the visual identy Brand model, Corporate brands TUI Design Guidelines Date Page 5 Corporate brands The World of TUI corporate brands include TUI Aktiengesellschaft, its four corporate divisions as well as the subsidiaries. The group and the corporate divisions: TUI Aktiengesellschaft TUI Hotels & Resorts, TUI Airline Management, TUI Central Europe, TUI Northern Europe The subsidiaries and their business divisions: TUI Deutschland, TUI UK, TUI Nordic, TUI InfoTec, The corporate brands are included in TUI Aktiengesellschaft s communication with business partners as well as financial communication as necessary. Important: Corporate brands are co-ordinated internally and are only displayed in connection with the legal entity. Examples

6 Brand applications within the visual identy Brand model, Consumer brands TUI Design Guidelines Date Page 6 Consumer brands The consumer brands encompass all World of TUI brands that are relevant to the end customer. These include all aligned and endorsed brands. Aligned brands: TUI, Thomson, Fritidsresor, Holland International, Hapag-Lloyd, Britannia, TUI ReiseCenter, The aligned brands are used for communication in the respective end consumer markets and are always integrated into the consumer visual identity. Examples Endorsed brands: Robinson, airtours, Prisma, The endorsed brands have their own corporate identity and are not taken into account in the following pages. Examples

7 Brand applications within the visual identy Brand model, Masterbrand TUI Design Guidelines Date Page 7 Masterbrand The masterbrand provides the basis for the World of TUI brand model; in other words, it is the World of TUI. The masterbrand functions as a megaphone for the corporation if several or all World of TUI brands are utilised simultaneously. The masterbrand is primarily used in the destination market, where customers from all source markets come together. The masterbrand has a special function and can therefore be experienced in the corporate and consumer visual identities. The higher-ranking masterbrand addresses business partners and financial experts in the source market in the corporate visual identity. In the destination market, the masterbrand is almost exclusively relevant to the end consumer and is therefore included in the consumer visual identity.

8 Geschäftsbericht 2001 Aus Preussag wird TUI Brand applications within the visual identy Brand identity, Design principles TUI Design Guidelines Date Page 8 Within the TUI brand identity, a distinction is made between the corporate and consumer visual identities. This distinction is illustrated in two different design principles. Both design principles as well as their application are defined on the following page. Target groups: financial analysts, the press, public and business partners Style: serious, reserved, informative Legal originator Brand Brand identity company Corporate visual identity Decision Consumer visual identity Urlaub genießen und die Welt kennenlernen Target group: end consumers, sales partners Style: emotional, stimulating, dynamic

9 Brand applications within the visual identy Brand identity, Design principles TUI Design Guidelines Date Page 9 Design principles There are two design principles within the World of TUI: Headline Subheadline Corporate visual identity Impression Serious, reserved, informative Corporate Headline area Image area Shoulder The corporate visual identity is primarily used by the corporate brands. The masterbrand can also be used if one or all World of TUI brands are present at the same time. The endorsement appears on the front and reverse sides of the medium. Target group Communication at the corporate level, almost exclusively for financial analysts, the press, public and business partners. Aktiengesellschaft Beispielunternehmen Logo area Consumer visual identity Logo area Impression Emotional, stimulating, dynamic Hier steht eine zweizeilige Headline Headline area Image area Central axis The consumer visual identity is used by the aligned brands and the masterbrand. The endorsement always appears to the lower right. Target group The consumer visual identity is primarily defined for the end consumer. Consumer

10 Brand applications within the visual identy Corporate brands TUI Design Guidelines Date Page 10 Corporate TUI Type Light TUI Type Light Italic TUI Type TUI Type Italic TUI Type Light Bold TUI Type Light Bold Italic TUI Type Bold TUI Type Bold Italic

11 TUI Design Guidelines Date Page 11 Brand applications within the visual identy Corporate brands, Rules to remember Coporate brands Visual identity 1. The corporate brands include the TUI Aktiengesellschaft, affiliated companies as well as the subsidiaries (see page 5). 2. The corporate brands are primarily utilised in communication with business partners, financial analysts, press, public, etc.. 3. The corporate brands are only used in the corporate visual identity.

12 Brand applications within the visual identy Consumer brands TUI Design Guidelines Date Page TUI Type Light TUI Type Light Italic TUI Type TUI Type Italic TUI Type Light Bold TUI Type Light Bold Italic TUI Type Bold TUI Type Bold Italic Consumer

13 TUI Design Guidelines Date Page 13 Brand applications within the visual identy Consumer brands, Rules to remember Consumer brands Visual identity 1. The consumer brands encompass all World of TUI brands that are relevant for the end consumer. Consumer brands include all aligned and endorsed brands. 2. The consumer brands are used for communication in the corresponding end consumer markets. 3. The group of aligned brands always appears in the consumer visual identity.

14 Brand applications within the visual identy Masterbrand TUI Design Guidelines Date Page 14 Corporate Corporate visual identity. Serious, reserved, informative. TUI Type Light TUI Type Light Italic TUI Type TUI Type Italic TUI Type Light Bold TUI Type Light Bold Italic TUI Type Bold TUI Type Bold Italic Consumer visual identity: Emotional, stimulating, dynamic. TUI Type Light Bold TUI Type Light Bold Italic TUI Type Bold TUI Type Bold Italic Consumer

15 Brand applications within the visual identy Masterbrand, Rules to remember TUI Design Guidelines Date Page 15 Visual identity 1. The masterbrand is the megaphone of the corporation when several or all World of TUI brands appear together. The masterbrand replaces the aligned brands in the destination market. 2. The masterbrand has a special function as it can be used in both the corporate and consumer visual identities.

16 Brand applications within the visual identy Endorsement TUI Design Guidelines Date Page 16 Endorsement The World of TUI endorsement is used to designate all corporate brands, aligned brands and endorsed brands. Corporate brands Consumer brands Endorsed brands If the masterbrand is the originator, it is not endorsed. Socalled discreet brands also appear without the endorsement. Print media, back cover and title Brochures, front cover Brochures, front cover Website Aktiengesellschaft TUI AG Beispielstraße Beispielstadt Frau Andrea Anders Exempel-Gesellschaft mbh Musterstraße Musterstadt Dr. Hans Habicht Akademischer Grad Position bzw. Funktion Abteilung Aktiengesellschaft TUI AG Beispielstraße Beispielstadt Tel. +12 (0) Fax +12 (0) Robinson Beispielstraße Beispielstadt Frau Andrea Anders Exempel-Gesellschaft mbh Musterstraße Musterstadt Dr. Hans Habicht Akademischer Grad Position bzw. Funktion Abteilung Robinson Beispielstraße Beispielstadt Tel. +12 (0) Fax +12 (0) Letterhead, business card

17 TTG1023_Plakat_e_ qxd :15 Uhr Seite 1 Corporate brand Masterbrand Masterbrand Consumer brand XYZ Sample company Stationery A consistent principle is used in Stationery design. The Corporate Brand is always used. Company TUI Beispielunternehmen Beispielstraße Beispielstadt Frau Andrea Anders Exempel-Gesellschaft mbh Musterstraße Musterstadt Company Dr. Hans Habicht Akademischer Grad Position bzw. Funktion Abteilung PowerPoint The PowerPoint presentations have the same layout for all brands. The principles of the corporate visualidentity are used here. The Masterbrand can also be used in place of the corporate brands (corporation and group subsidiaries) and the aligned brands. The brand application is determined by the respective target group as well as the content of the presentation (B2B corporate brand, B2C consumer brand). TUI Beispielunternehmen Beispielstraße Beispielstadt Tel. +12 (0) Fax +12 (0) beispiel@xyz.xx Company Company Corporate brand Corporate visual identity Masterbrand Corporate visual identity Masterbrand Consumer visual identity Consumer brand Consumer visual identity XYZ Sample company Geschäftsbericht 2001 Aus Preussag wird TUI Lorem ibsum Lorem ipsum amet consectetueradipiscing adipiscing Sit Sit amet consectetuer Print Media Annual report Image brochure Brochure brochure Viel Service und günstige Konditionen Mietwagen Euismod tincidunt ut laoreeter dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud Euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor facilisis at vero eros. Duis autem vel eum iriure euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip commodo Informationen für Ihren Urlaub consequat. Euismod ut laoreet Dolore magna quis nostrud exerci tation ullamcorper suscivolutpat. Ut wisi magna aliquam erat volutpat enim ad minim qui blandit praesent. Euismod tincidunt ut laoreeter dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud Euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor facilisis at vero eros. Duis autem vel eum iriure euismod tincidunt ut laoreet dolore magna aliquam erat. Mietwagen Euismod tincidunt ut laoreeter dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud Euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Duis autem vel eum iriure dolor facilisis at vero eros. Duis autem vel eum iriure euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip commodo consequat. Euismod ut laoreet Dolore magna quis nostrud exerci tation ullamcorper guaredischer est hansa ergo ellener suscivolut patut wisimagna. Urlaub genießen und die Welt kennenlernen Neu TUI ipsum dolor hansa erge elle ergow winst cum lauda esse erutnz lorem ispum sit amet consectetuer. Euismod tincidunt ut laoreet dolore Kanarieöarna Sol året runt! magna aliquam guaredischer Ut wisi enim ad minim veniam, quis Euismod tincidunt ut laoreet dolore nostrud lorem ipsum exerci magna aliquam guaredischer Ut wisi enim ad minim veniam, quis nostrud lorem ipsum exerci Hier steht eine kommunikative Subheadline in Akzentfarbe e. g. 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Are you ready Are you ready for some fun? for relaxation? feel feel feel Internet Incoming Signage Buildings Willkommen Aktiengesellschaft dream Deutschland enjoy Explore Welcome Willkommen Bienvenidos Vehicles Bienvenue Erlebnis Experience Evénement Vivencia Welcome Bienvenue Bienvenidos Willkommen Willkommen Bienvenidos Sponsoring application Promotion Co-branding Sponsoring Co-branding application official partner of Co-branding application official partner of official partner of official partner of official partner of official partner of Corporate Consumer