Trip Advisor Brand Book

1 Brand Guidelines for Partners Released March 2020

Tripadvisor 1. Intro 2. Visual Identity a. Primary Logo Suite b. Secondary Logo Suite c. Partnership Lockups d. Logo Usage e. Travelers’ Choice f. Color Palette g. Typography 3. Ratings and Reviews 4. Additional Information In this document 2

Intro Intro

We're pleased to offer our partners the use of our content and branding to showcase property ratings, reviews, and awards from the world's largest travel site. To ensure proper attribution of the Tripadvisor brand and use of Tripadvisor content, follow all guidelines in this document for any advertising or marketing campaigns. IMPORTANT NOTE All advertising or marketing materials using Tripadvisor content and branding must be reviewed and approved by Tripadvisor prior to publication. Please send all materials to your account manager for approval. Thank you! 4 Tripadvisor

Visual Identity

Tripadvisor Primary Logo Suite 6 Horizontal Lockup Vertical Lockups Logo (Ollie the Owl)

Tripadvisor Secondary Logo Suite for Light Backgrounds 7 Secondary Horizontal Lockups Secondary Vertical Lockups Secondary Logo For challenging circumstances where establishing clear space or creating a light background is impossible, we have a suite of secondary logos which superimpose the “Ollie the Owl” logo over a circle of TripGreen (see pg. 20)..

Tripadvisor Secondary Logo Suite for Dark Backgrounds 8 Secondary Horizontal Lockups Secondary Vertical Lockups Secondary Logo Tripadvisor For circumstances where a dark background is required, we have a suite of secondary logos which superimpose the “Ollie the Owl” logo over a circle of TripGreen (see pg. 20) or white.

Tripadvisor 9 Secondary Horizontal Lockups Secondary Vertical Lockups Secondary Logo Tripadvisor Secondary Logo Suite for Dark Backgrounds

Tripadvisor Minimum Scale 10 Horizontal Lockup 20 pixels high Vertical Lockup 37 pixels high Logo 20 pixels high Vertical Lockup 50 pixels high Secondary Horizontal Lockup 35 pixels high Secondary Vertical Lockup 52 pixels high Secondary Logo 35 pixels high Secondary Vertical Lockup 69 pixels high

Tripadvisor Minimum Clearspace 11 Horizontal Lockup 20 pixels high Vertical Lockup 37 pixels high Logo 20 pixels high Vertical Lockup 50 pixels high Wherever the logo appears, make sure there's clearspace around it equivalent to the width of at least 1 of the pupils from the owl's eyes.

Tripadvisor Symbol 12 Secondary Symbol Primary Symbol When Tripadvisor is referred to throughout an application, or when the Tripavisor name is used in a headline, the symbol alone can be used to reference the logo.

Tripadvisor Partnership Lockups 13 Horizontal Partnership Vertical Partnership Simple alignment allows or brand to create partnership lockups. Distance is at least one pupil width.

Tripadvisor Partnership Lockups 14

Tripadvisor Our logo should ideally appear in black against a background of either our light brand colors or light parts of images which allow enough contrast for clear logo visibility.. Primary Lockup Usage 15

Tripadvisor Never invert the Logo (Ollie). Use the appropriate lockup to ensure the logo always appears in an approved manner. Secondary Lockup Usage 16

Tripadvisor To make sure our logotype appears 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. Logo Don’ts 17 Do not pull logos or any other brand assets from the Web. All visual representation of the Tripadvisor brand must only come from the assets provided by Tripadvisor. When in doubt, contact a Tripadvisor representative for guidance. Don’t fragment, crop or bleed the logo off of the application. Don’t tilt or rotate the logo. Don’t apply any graphic treatments like outlines or drop shadows. Don’t alter the typeface. Tripadvisor Don’t invert the logo. Don’t pull the logo apart. Don’t use the logo in black over our dark brand colors. Don’t put the logo over busy backgrounds.

Tripadvisor Travelers’ Choice Best of the Best (BOTB) Logo 18 Print: When scaled proportionally, the Travelers’ Choice BOTB logo must never be smaller than 0.5 inches or 13mm wide. Web: When scaled proportionally, the logo 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 one quarter the height (Y/4) of the Travelers’ Choice BOTB logo. Valle D'incanto Midscale Hotel 1,815 reviews Don’t invert the Travelers’ Choice BOTB logo. Don’t pull the logo apart. Travelers’ Choice BOTB is our highest recognition and is presented annually to the top 1% of businesses across select categories. This logo should be used in all on-site, off-site, and offline presentations or mentions of the award. Use the version with one L (Travelers’) in markets that use US-English, and the version with two Ls (Travellers’) in all other points of sale except Japan and China which have their own localized version of the Travelers’ Choice BOTB logo.

Tripadvisor Travelers’ Choice is awarded to businesses and destinations that consistently earn great reviews from travelers. This logo should be used in all on-site, off-site, and offline presentations or mentions of the award. Use the version with one L (Travelers’) in markets that use US-English, and the version with two Ls (Travellers’) in all other points of sale except Japan and China which have their own localized version of the Travelers’ Choice logo. Travelers’ Choice Logo 19 Print: When scaled proportionally, the Travelers’ Choice logo must never be smaller than 0.5 inches or 13mm wide. Web: When scaled proportionally, the logo 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 one quarter the height (Y/4) of the Travelers’ Choice logo. Valle D'incanto Midscale Hotel 1,815 reviews Don’t invert the Travelers’ Choice logo. Don’t pull the logo apart.

Tripadvisor When written, the following format should always be followed: “T” of “Trip” is always capitalized and “a” of “advisor” is always lowercase. No space between the two words. Tripadvisor: Our Proper Name 20 Tripadvisor Proper name written:

Tripadvisor The Tripadvisor color palette should be applied in all partner placements that utilize the Tripadvisor logo or content, including stickers, signs, out of home advertising, etc. Use of color should vary depending on the surface or application, always striking a balance between optimism and sophistication. Primary Color Palette 21 TripGreen HEX #34E0A1 RGB 52 224 161 CMYK 60 0 50 0 PMS 3385 C / 3375 U Sand HEX #FAF1ED RGB 250 241 237 CMYK 1 4 6 2 PMS 9285 C / 9345 U Orchid HEX #7446AF RGB 116 70 175 CMYK 69 83 0 0 PMS 7678C / 2077 U Salmon HEX #FF6666 RGB 255 102 102 CMYK 0 65 45 0 PMS 2029C / 2029 U Mustard HEX #F2B203 RGB 242 178 3 CMYK 0 29 100 1 PMS 124 C / 129 U Rose HEX #FFCCCC RGB 255 204 204 CMYK 0 20 5 0 PMS 7422 C / 7422 U Moss HEX #00AA6C RGB 0 170 100 CMYK 81 3 64 10 PMS 7724 C / 7724 U Pine HEX #004F32 RGB 0 79 53 CMYK 87 15 77 69 PMS 3435 C / 343 U White HEX #FFFFFF RGB 255 255 255 CMYK 0 0 0 0 Black HEX #000000 RGB 0 0 0 CMYK 60 40 40 100 PMS Black C / Black U Secondary Neutrals Accents

Tripadvisor How we use color will vary depending on the surface or application, always striking a balance between optimism and sophistication. Color Ratio 22 Primary Secondary Accents Neutrals

Tripadvisor Our primary typeface is our proprietary Trip Sans font. When it’s unavailable, please use Poppins and Roboto (both Google Fonts) as your primary alternative. Resort to Helvetica and Courier (system fonts) only when these options are technically unavailable. Typography 23 Google Fonts Poppins Helvetica System Fonts Tripadvisor Fonts Trip Sans Roboto Mono Courier Trip Sans Mono

Ratings & Reviews

Tripadvisor Owl head with ratings bubbles 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. Bubbles 25 Ratings bubbles 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.” Traveler review with bubble rating. Property with bubble rating. Construction One of the World's greatest art museums! Review by Tripadvisor traveler 1 Mar 2020 Shangri-La Hotel, At The Shard, London 3,334 reviews

Tripadvisor 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 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 ” To use content from traveler reviews in printed marketing materials in the UK, you must get consent from the original reviewer 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 If review content is accompanied by a photo, the photo must be directly related to the review — or accompanied by a caption stating which specific property or destination the review refers to. Content should never be over a photo. Ratings & Reviews: Dos 26 Content provided by travelers – most frequently captured in the form 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.

Tripadvisor 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 Place review content and/or bubble rating over the top of a photograph. 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 ● You must have an overall rating of 4 bubbles or higher on Tripadvisor ● You must be in good standing on the Tripadvisor site Ratings & Reviews: Don’ts 27 Content provided by travelers – most frequently captured in the form 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. Do not:

Tripadvisor Traveler Rating - Text 28 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.”

Tripadvisor When displaying an aggregate Tripadvisor bubble rating, be sure to include the Tripadvisor owl to the left of the bubble rating The owl should be at least 20 pixels in height Ratings bubble graphic should be at least 55 pixels wide Ratings bubble should be standard Tripadvisor green The ratings bubble should have white as a background — the page background should not show through Use the Tripadvisor owl next to the bubble rating of individual reviews Traveler Rating - Image 29 Do Don’t

Tripadvisor 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 ranking on Tripadvisor, partners MUST cite the specific month and year for that reference. Example: If you want to claim a property that is the “#1 Hotel in New York City,” you must include the phrase “according to Tripadvisor travelers as of March 2020.” With the exception of dynamic banners where the review content is pulling from a Tripadvisor API, bubble ratings, rankings and number of reviews featured in all solutions must be accompanied by a date (for example “as of 16 Mar, 2020”), as shown in the example to the right. Tripadvisor Ranking 30

Additional Information

Tripadvisor All logos and ratings bubbles will be provided by Tripadvisor, and served direct from a Tripadvisor image URL. Partners will not store and locally serve Tripadvisor logos. 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. Additional Information 32 If you have questions about these guidelines or related issues, please don’t hesitate to reach out to your Tripadvisor Partnerships representative. Logos & Ratings Storage Tracking