Welcome To Our New Digital Style Guide


This guideline introduces the visual tools we use to express our brand: the Extended Stay America colors palette, typography, icons and brand extensions. It explains how we use them, and provides straightforward examples showing how they are applied in communications.
Our website is a highly visible platform where customers go to learn about our brand. A consistent approach is critical to retain their business.

Created in Jan 2020

TYPOGRAPHY

Typography is a vital element in shaping the perception of our brand identity You should have around 60 characters per line if you want a good reading experience. Having the right amount of characters on each line is key to the readability of your text.
fonts.google.com/specimen/Open+Sans

Name Font-family Font-weight Font-size Line-height Letter-spacing Color

Heading 1

AG Book Pro Bold | 700 34 42 - #473729

Heading 2

AG Book Pro Semi Bold | 500 24 28 - #473729

Heading 3

Open Sans Semi Bold | 500 18 24 - #473729

Heading 4

Open Sans Semi Bold | 500 16 20 - #473729
Heading 5
Open Sans Regular | 400 14 17 - #54585A

Paragraph

Arial Regular Regular | 400 14 15 - #54585A

Button Large

Open Sans Semi Bold 17 22 - #FFFFFF

Button Small

Open Sans Semi Bold 14 18 - #FFFFFF

COLORS


Our Corporate colors are a distinct and a crucial part of our identity as they make our brand instantly recognizable. When applied consistently, our Corporate colors also provide a strong visual link across various materials and communications and set our company apart from the competitors.

Primary Colors


#74BE4C

RGB (116, 190, 76)

#ACD894

RGB (172, 216, 148)

#473729

RGB (71, 55, 41)

#FFFFFF

RGB (255, 255, 255)

Secondary Colors

#54585A

RGB (196, 98, 45)

#D0D0CE

RGB (208, 208, 206)

#17355E

RGB (27, 54, 93)

#8E9FBC

RGB (142, 159, 188)

#FF771C

RGB (255, 119, 28)

Accent Colors

#D11313

RGB (209, 19, 19)

#0569FF

RGB (5, 105, 255)

#3AC430

RGB (58, 196, 48)

#FE9705

RGB (254, 151, 5)
Red: error, wrong
Blue: information
Green: success, right, safe
Yellow: alert, warning, caution

Gradients

#579E30

45°

#74BE4C

#3E3E3E

45°

#A9A9A9

BUTTONS


Buttons





ICONOGRAPHY


18px - 24px - 36px

feathericons.com