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Reference 1000.03
Items branded with the Best Western Logos
1. The Best Western legacy logos are the logos that were used by the Best
Western brand between 1993 and 2015 when the current logos were
approved. The deadline for replacing the Best Western legacy logos on
collateral materials was 31 December, 2016 and 31 December 2017 for
exterior signage. If any item, (unless covered by an “extension” or
“waiver”) is branded with a legacy logo and is not permanently corrected
at the time of the Assessment, points must be deducted on the
Assessment report as a Category 1 deficiency.
2. All signs displaying the legacy logos or legacy branding were required to
be replaced by 31 December, 2017. If an extension to replace a sign was
granted by the BWO or BWI , the Assessor must note the sign on the QA
report as a “Marginal Call” with the deadline for correction as noted in
the waiver/extension on the report.
to be noted as compliant and do not deduct any points for that item.
Reference 1000.04
Items branded with the new Best Western Logos
1. If items display the new Best Western logos the items must be branded
as per the current Brand Identity Manual. If the items are non-compliant,
points are to be deducted in either Category 1 or Category 2 depending
on the offending item.
_____________________________________________________________
Reference 1001.01
Displaying the Property Name
1. The property name must always be display as specified in the Global
Brand Identity manual. In some applications the property name is
displayed without any Best Western branding preceding the property
name. In other applications, displaying the property name in close
proximity to the Best Western brand is permitted. Always refer to the
Brand Identity manual to determine if the property name may be
displayed next to the Best Western branding or not.
2. If the display of the property name is not as specified in the Global
Brand Identity Manual (i.e. with or without the Best Western branding),
record a “Marginal Call” on the first offense and note that the item must
be corrected by the next Assessment.
Reference 1001.02
Branding of the Property Logo
The property logo must always be branded as specified in the Global Brand
Identity Manual.
1. The Best Western logo must never be displayed next to the property logo
unless specifically permitted in the Global Brand Identity Manual.
Reference 1001.03
Use of the Best Western Brand
1. The correct Best Western Brand must be used on all branded items.
This means that each branded hotel must only display items with its own
brand unless specifically approved by the Global Brand Identity Manual.
Reference 1001.04
Capitalization of the “Best Western” Brands
1. Only the first letter of each word in the Brand’s name is required to be
capitalized. The correct displays of the Brand names are: Best Western,
Best Western Plus and the Best Western Premier.
2. If the capitalization requirements as specified in the Global Brand
Identity Manual is not met (i.e. only the first letter of each word in the
Brand’s name), record a “Marginal Call” on the first offense and note
that the item must be corrected by the next Assessment.
Reference 1001.05
Use of the Marginal Call on non-legacy logoed items
A marginal call may be used as follows:
1. To indicate that a particular item contains a small variance from the
Global Brand Identity Manual, which is not serious and which does not
negatively affect the image of the Best Western Brand. Small variances
may include slight variances in color, slight variances in size, or other
such slight variances.
2. Very slight variances in shape and reproduction of the logo.
3. A missing trademark ®.
Reference 1001.06
Waivers and Sign Reviews
1. A waiver may be granted for certain exceptional or unusual
circumstances, allowing an otherwise non-compliant sign to be in use at
a property. If a waiver exists, and the Assessor sees a copy of the waiver
the Assessor is to note that the sign or item in question is non-compliant
but is subject to a waiver. The expiration date of the waiver must also be
noted on the report.
2. A sign review may have been granted in certain circumstances where a
non-complaint sign was permitted to remain in use. If a sign review
document exists the Assessor is to note that the sign or item is non-
compliant, but is subject to a sign review. Any change or modification to
a sign subject to a sign review has the effect of voiding the sign review
for the item in question. A sign review does not apply to any sign which
is not actually in the sign review. Such signs must be assessed using the
current rules. Effective 01, January, 2018, all sign reviews for signs
with the Best Western legacy logo were rescinded and are no longer
valid.
Reference 1001.07
Size of Logo Reproduction:
1. The Best Western logo in this reference refers to the specific logos for
each of the Best Western branded hotels.
2. If the Best Western logo is produced substantially smaller than the
minimum required size for printed materials as noted in the BI Manual,
full points are to be taken. If the logo size is within 10% of the required
size and is clearly reproduced, then record the size variation as a
marginal call.
3. If the Best Western logo is produced substantially smaller than the
required minimum size on exterior sign applications full points are to be
taken If the logo size is within 10% of the required size and is clearly
reproduced, then record the size variation as a marginal call.
4. In other required applications where a certain logo size is required a full
point loss is to be taken subject to +/- 10% marginal call.
Reference 1001.08
Best Western Typestyles - Use of the Correct Font
1. The Brand Identity manual outlines the specific fonts to be used in
various applications.
2. If the required font as outlined in the BI Manual is not used for the
required layout on mandatory items or when displaying the Best Western
branding or property name, record a “Marginal Call” on the first offense
and note that the item must be corrected by the next Assessment. If the
issue is not corrected by the next Assessment, deduct full points on that
item.
3. If the incorrect font is used for the text within the body of a document
and the font used is not significantly different from the required font,
then make a marginal call.
Reference 1001.09
Branding of “Mandatory Items”
1. The production of mandatory items as determined by the Global Brand
Identity Manual is intended to be done exactly according to the
specifications. Minor deviations may warrant a Marginal call. If an item
is listed as a mandatory item and the branding is incorrect or the item is
not provided, points are to be deducted.
Reference 1001.10
Legal Line
Every property must display the Best Western Legal Line on the following
mandatory items: brochures, envelopes (if branded); letterhead; key card
sleeves/folders; Guest Directory; note pad (if branded); Service Promise
plaque and BW Rewards application forms.
Point Loss
1. If the correct Best Western legal line is not displayed on one of the
required items noted above, deduct 60 points in Category 2 on the
offending item. Points double on subsequent Assessments if the item is
not corrected.
2. If the correct legal line is displayed but it is not displayed in the specified
location or in the specified font, record a “Marginal Call” on the first
offense and note that the item must be corrected by the next Assessment.
Reference 1001.11
Reproduction of the Best Western Brand Logos
It is essential that the Best Western Brand logos be accurately and faithfully
reproduced.
1. Any significant distortion of the Best Western Brand logo will warrant a
full point loss for the offending item(s).
2. Any non-approved color combinations will warrant a full point
deduction.
3. Each Best Western logo may only be printed on one of the approved
background colors. Refer to the Brand Identity manual for the specific
background color requirements per brand.
4. Any separation of the elements of the Best Western Brand logo will
warrant a full point loss for the offending item.
5. A reversed icon will warrant a full point deduction for the offending
item. The reverse of the icon occurs when the letters in the icon are not
white.
6. Budget or poor quality reproduction will warrant full point loss.
Reference 1000.12
Master Brand Logo
1. The use of the Master Brand logo is strictly limited to be used by BWI
and the BWO offices.
2. Individual Best Western branded hotels are expressly prohibited from
producing any item that displays the Master Brand logo except for items
clearly identified in the Brand Identity Manual.
Point Loss
1. If the hotel is displaying an item with the Master Brand logo that was not
authorized by BWI or the BWO or clearly permitted as per the Brand
Identity manual, deduct points in Category 2 in the appropriate category
on the Brand Identity Report.
_____________________________________________________________
Reference 1002.01
GLOBAL BRAND IDENTITY REPORT
1. The Global Brand Identity Report is used for all Best Western properties
worldwide. There are certain items which are listed in the Brand Identity
manual as mandatory. These items are required to be present at all Best
Western branded properties. Properties which do not have one of the
required items will lose points for each item that is not present. All
items which are mandatory are required to be branded according to the
specifications of the current Global Brand Identity Manual.
2. Apart from the items which are listed as mandatory, there are a number
of items that are listed as “optional”. This means that the property is not
required to brand these items but may do so as long as the branding
complies with the requirements in the Brand Identity Manual.
3. Items that are not listed as either mandatory or optional are NOT
permitted to display any Best Western branding. If Best Western
branding is displayed on any item on which branding is prohibited,
deduct full points in either Category 1 or Category 2 depending on the
offending item.
4. If any branded item in the guest room is not branded correctly, the points
will be deducted from the “item” line in Category 2 on the BI report. An
incorrectly branded item or items branded with the Best Western Brand
words do not count toward the 3 logoed items required in the guest room
and in the public area.
5. Points deducted will double for all 60 point items on the next full Quality
Assurance Assessment if the deficient item is not corrected. Point will
double on subsequent assessments up to a maximum of 240 points.
________________________________________________________
Mandatory Items
Reference 1002.02
Business Cards
1. Every property must have business cards which comply with the Global
Brand Identity Manual. At least one business card is required.
Point Loss
1. If any business card is substantially non-compliant or not available,
deduct 60 points in Category 2.
2. If the business card is not branded using the correct Best Western Brand
logo, deduct 60 points in Category 2.
Reference 1002.03
BW Reward Applications
1. If displayed, a compliant Best Western Rewards application forms may
be displayed at reception or in a convenient location in the lobby.
Point Loss
1. If a Best Western Rewards applications is displayed and the branding is
not compliant, deduct 60 points in Category 2.
Reference 1002.04
Do Not Disturb Sign/Privacy Please Sign
Reference 1002.05
Envelopes
1. Each hotel must provide envelopes that are correctly branded as per the
Brand Identity manual.
2. As an alternative to a branded envelope, a plain white envelope is also
acceptable.
Point Loss
1. If the envelope is substantially non-compliant or not available, deduct 60
points in Category 2.
2. If the envelope is not branded using the correct Best Western Brand
logo, deduct 60 points in Category 2.
Reference 1002.06
“Forget Something” Signage
1. If a “Forget Something” sign is provided in the bathroom or guest room,
the sign must display the Best Western Brand logo.
Point Loss
1. If the “Forget Something” sign is not correctly branded, deduct 60 points
in Category 2.
Reference 1002.07
Guest Directories
1. Every property must have a guest directory which complies with the
Global Brand Identity Manual. Any use of branding and/or the property
name inside the directory must comply with all branding requirements.
2. Leather, vinyl and other high quality guest directories will comply if
branded as per the Brand Identity Manual; they will also comply if they
have front covers which are blank, feature a property Graphic (no
property name), and/or the words “Guest Directory” or similar term, etc.
3. The sizes of the Best Western Brand logos are to be as per the Global
Brand Identity Manual.
4. The Best Western Brand logos, when used, are to be at the top of the
cover and centered.
5. When the property logo is used on a Guest Directory with the Best
Western Brand logo, it must be located at the bottom of the cover
allowing the Best Western Brand logo to be at the top and center.
Point Loss
Reference 1002.08
Guest Rooms - 3 Logo Items
1. Every property must have at least three (3) Best Western logoed items in
each guest room (which includes the bathroom) which comply with the
Global Brand Identity Manual. The approved logos to fulfill this
requirement include the hotel’s brand logo, the Master Brand logo or the
Best Western Rewards logo.
Point Loss
1. If at least 3 items are not branded with a compliant Best Western logo,
deduct 60 points in Category 2.
2. If there are only 3 logo items and any are non-compliant, deduct 60
points in Category 2 since the hotel has less than 3 compliant logoed
items AND deduct 60 points for the specific item that is non-compliant.
3. If any of the 3 logo items have minor deviations from the Manual, make
a Marginal call under the specific item listing or miscellaneous.
Reference 1002.09
Key Cards
1. Every property that is using a key card for guest room entry must use a
key card that is branded with the BW Rewards logo as outlined in the
Brand Identity Manual
Point Loss
1. If the key card is not branded with the BW Rewards logo, deduct 60
points in Category 2.
Reference 1002.10
Key Cards Folder / Sleeves
1. Every property (whether using a key card or mechanical key for guest
room entry) must use a key card sleeve or folder/card that displays the
BW Rewards logo and branding as outlined in the Brand Identity
Manual.
Point Loss
1. If the key card folder/sleeve/card is not branded with the BW Rewards
logo, deduct 60 points in Category 2.
Reference 1002.11
Letterhead
1. Every property must provide letterhead which is branded in compliance
with the Global Brand Identity Manual.
Point Loss
1. If the letterhead is substantially non-compliant or not available, deduct
60 points in Category 2.
2. If the letterhead is not branded using the correct Best Western Brand
logo, deduct 60 points in Category 2.
Reference 1002.12
Service Promise Plaque
1. Every property must have a Service Promise Plaque which complies with
the Global Brand Identity Manual.
2. The plaque is to be displayed in a prominent location on the reception
desk or within the lobby.
3. At a minimum, an English version of the plaque must be displayed.
4. The plaque must be mounted so that the plaque is between 1.5 meter (4
feet) and 1.85 meters (5 feet) from the ground.
Point Loss
1. If the Plaque is non-compliant, deduct 60 points in Category 2.
2. If the plaque is mounted significantly too high or too low (more than
10% below or above the required height), deduct 60 points in Category
2.
3. If the Service Promise Plaque is not provided, points are deducted on the
Brand Standards report.
Reference 1002.13
Name Tags/Uniforms
1. Either the name tag or the uniform of the hotel staff must display the
hotel’s Brand logo.
2. The property name on this item is optional.
Point Loss
1. If neither the name tag nor the uniform displays the hotel’s Brand logo,
deduct 60 points in Category 2.
Reference 1002.14
Notepads
1. If the hotel’s notepad is branded, it must by branded using one of the
branding templates shown in the Brand Identity manual.
2. As an alternative, a blank note pad is also acceptable.
Point Loss
1. If the note pad provided is not branded as shown in the Brand Identity
Manual, deduct 60 points in Category 2.
2. If a note pad is not provided, points are deducted on the Brand Standards
report.
Reference 1002.15
Pens/Pencils
1. Each property must provide pen and pencils that are branded as per the
Brand Identity Manual.
Point Loss
1. If a pen/pencil is provided but it is not branded as shown in the Brand
Identity Manual, deduct 60 points in Category 2.
2. If a pen/pencil is not provided, points are deducted on the Brand
Standards report.
Reference 1002.16
Public Areas - 3 Logo Items
1. Every property must have at least 3 Best Western logo items in the
public areas which comply with the Global Brand Identity Manual. The
approved logos to fulfill this requirement include the hotel’s brand logo,
the Master Brand logo or the Best Western Rewards logo.
Point Loss
1. If at least 3 items are not branded with a compliant Best Western logo,
deduct 60 points in Category 2.
Reference 1002.17
Sign - Primary Sign
1. Each property must have at least one Primary Sign which complies with
the Global Brand Identity requirements. This sign may display only the
Brand or it may also display the official property name as submitted to
the Best Western Reservation system. The official property name may be
altered as per the Brand Identity Manual.
2. The Primary Sign must be at least 4180 sq cm (648 sq in).
3. The Primary Sign must be constructed according to Best Western Sign
Manufacturing Specifications.
4. The Primary Sign must be illuminated such that it is visible at night
(internal illumination preferred).
5. The Assessor must assess for night time compliance, to ensure correct
color vinyl is used and that lighting is even.
Reference 1002.18
Telephone answered "Best Western"
1. Effective upon a property becoming “Qualified to Brand” the property
telephone must be answered with the Best Western Brand words.
2. The Best Western Brand must be announced as part of the greeting,
either before or after announcing name of the property and/or other
greeting.
Point Loss
1. If the phone is not answered using the Best Western Brand words, deduct
60 points in Category 2.
Reference 1002.19
Telephone Face Plate
1. The face plate on the guest room telephone must be branded with either
the Best Western Brand logo or the Brand name in words.
2. The face plate must also display the hotel’s address. (Displaying the
property name is optional).
3. The dialing instructions must also be displayed on the telephone
faceplate.
4. If it is not possible to brand the telephone face plate, the property must
provide a desk top tent card with the required information next to the
telephone.
Point Loss
1. If the telephone face plate is not properly branded as per the Brand
Identity Manual, deduct 60 points in Category 2.
________________________________________________________
Optional Items
Reference 1003.00
The following items are listed in the Brand Identity manual as specific items
that are permitted to display Best Western branding. Properties are not
required to brand any of these items but if they choose to display the Best
Western Brand on any of these items the branding must comply with the
branding requirements in the manual. The list of items include: Pillow
tags, towel tags, sales folders, brochures/rack cards, express check out
folders, flags, in room menus, room service menus, restaurant checks, linen
and towel reuse hang tags, tent cards, housekeeping notices, mini bar
menus, laundry price lists, luggage tags, safe deposit box receipts, laundry
bags, short term promotional items, interior signs, toiletries and amenities,
umbrellas, robes, slippers, and credit card receipts.
Since these items are not required to be branded, general branding rules
would apply when branding these items. The following list of items
highlights specific items where branding is also permitted but has additional
requirements that the Assessor must consider.
Reference 1003.01
Advertising (Print and Electronic Media)
1. The Best Western Brand logo, must appear in all advertising (media,
publications, newspapers, magazines etc.).
2. If displayed, the property name must be displayed as per the Brand
Identity Manual.
Point Loss
1. If Best Western Brand logo is not displayed or the hotel is not displayed
as per the Brand Identity Manual, deduct 60 points in category 2.
Reference 1003.02
Miscellaneous Items (per item)
1. All general rules apply for all items for which there are no specifications.
2. The Best Western Brand logo must be accurately reproduced according
to details in the Global Brand Identity Manual.
3. The Best Western Brand logo must only be displayed on items that are
permitted to display Best Western branding. If the Best Western Brand
logo is displayed on a prohibited item, points must be deducted.
Point Loss
1. If the hotel is displaying an item with the legacy logo, deduct 60 points
in Category 2.
2. If the Best Western Brand logo is displayed on a prohibited item, deduct
60 points if the item is a Category 2 items. Otherwise, if the item is a
Category 1 item, points would be deducted in Category 1.
Reference 1003.03
Property Brochures or Rack
1. A property brochure or rack card is not required for any Best Western
branded hotel. However, it the hotel chooses to have a brochure or rack
card it must comply with the requirements outlined in the Global Brand
Identity manual.
Point Loss
1. If the hotel is displaying a brochure or rack card with a legacy logo,
deduct 60 points in Category 2.
2. If the property brochure/rack card displays the new logo but is not
compliant as per the current Brand Identity requirements, deduct 60
points in Category 2.
Reference 1003.04
Property Vehicles
1. Property courtesy vehicles which could transport 4 or more passengers
must be branded with the approved vehicle graphics design as per the
Brand Identity Manual.
1. Property vehicles which cannot transport 4 or more passengers, or are
not guest courtesy vehicles (i.e. maintenance truck, sales car) are not
required to be branded as above. However if Best Western branding is
applied, they must be correctly branded as per the Brand Identity
Manual.
Point Loss
1. If any vehicle is incorrectly branded as per the BI Manual, deduct 240
points in Category 1.
Reference 1003.05
Signs Exterior On Premise
1. All on-premise signs must comply with the signage requirements in the
Brand Identity Manual.
Point Loss
1. If the sign is non-compliant due to a badly distorted or significantly non-
compliant logo, deduct 240 points in Category 1.
2. If it is determined that the sign has not been produced according to sign
specifications OR the sign displays incorrect colors at night and/or has
an undesirable appearance, deduct 240 points in Category 1.
Reference 1003.06
Signs Exterior Off Premise
1. All Off Premise signs must conform to the Global Brand Identity
Manual.
Point Loss
1. If the sign is non-compliant due to a distorted or significantly non-
compliant logo, deduct 240 points in Category 1.
2. If it is determined that the sign has not been produced according to sign
specifications OR the sign displays incorrect colors at night and/or has
an undesirable appearance, deduct 240 points in Category 1.
Reference 1003.07
Signs Interior
1. Interior signs must follow general rules for branding, and may feature a
logo that meets the minimum logo sizes in the Brand Identity Manual.
Point Loss
1. If the hotel is displaying an interior sign with the legacy logo, deduct 60
points in Category 2.
2. If the interior sign is non-compliant due to a distorted or significantly
non-compliant logo, deduct 60 points in Category 2.
3. If it is determined that the interior sign has not been produced according
to sign specifications OR the sign displays incorrect colors at night
and/or has an undesirable appearance, deduct 60 points in Category 2.
Reference 1003.08
Signs Off Premise Municipal
1. Municipal signage must follow general rules of branding using exterior
off premise specifications for color combinations if permitted by the
local authorities.
Point Loss
1. If it is determined that a municipal sign may not be branded according to
Best Western specifications, a note of the deficiency and “branding not
permitted by local authorities” must be entered on the Brand Identity
Report and made a Marginal call.
2. For all other deficiencies, deduct 240 points in Category 1.
Reference 1003.09
Third Party Branding
1. Third Party Branding, which may include other hotel chains, hotel
ownership groups, management groups, travel industry associations or
other businesses, may not be used at a Best Western property or with the
Best Western Brand in such a way that it competes with or lessens the
impact of the Best Western Brand or in such a way that it overwhelms
the Best Western Brand.
2. Third Party branding must be discreet and must not dominate and/or
overpower any display of the Best Western Brand in the same
promotional materials.
3. If a Third Party Item which is used in a compliant location, but is too
large or incorrectly located, the appropriate points will be deducted from
the item in question.
4. The Third Party Brand logo or name may not be larger than the Best
Western Brand logo.
5. Signage displaying Third Party Branding must be discreet and must not
overpower, be more prominent than, or be in a superior position to the
Best Western Signage.
6. Third Party Brands, when used on required collateral items, must be
discreet and must be located at the bottom right corner of the letterhead,
to the bottom right of the front or back of a business card, on the bottom
right of the front or on the back of an envelope.
7. Third Party Brands may not be displayed on the front of a brochure or
rack card, nor on the front of a guest directory
8. Local regional businesses may not be displayed on any of the required
collateral items.
9. Legitimate travel industry associations/organizations may be displayed
on all collateral material and off premise and secondary signs subject to
the above rules.
10.Brochures, directories, websites, and other publications meeting the
criteria of the Global Brand Identity Manual and containing non-Best
Western properties are permitted providing the Best Western properties
are clearly identified as Best Western branded properties and that the
non-Best Western properties are not represented as being Best Western
branded properties.
a. The promotion or listing of any individual non-Best Western
branded property within the Best Western guest room is not
2. If there are too many Third Party items in the room, or if the promotional
aspect of the item is too large compared to the Best Western item, 60
points will be deducted from the “Third Party” line in Category 2 on the
BI report.
3. If a Third Party logo is used in any location where it is not permitted, 60
points will be deducted in Category 2 from the item on which it appears.
4. If an individual item has incorrect or non-permitted Third Party
Branding, the item is non-compliant and points should be deducted from
the actual item on the Brand Identity Report.