Brandbook

EVERY
TRAVELER
NEEDS A
C O M PA N I O N .

T H E T R AV E L P R O®
BRAND BOOK.

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INTRODUCTION

Maxlite® 5
International Carry-On Spinner

WE’RE ON A JOURNEY
THAT NEVER ENDS.

We took our first step thirty years ago and we’ve kept moving
forward ever since. Always thinking about how to make our
luggage better. How to make travel more efficient and life
easier for those who spend a good portion of their lives on the
road, in the skies, and riding the rails.

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WE LAY AWAKE AT NIGHT Maxlite® 5
OBSESSING ABOUT PRESSED 21” Hardside Spinner
SHIRTS AND OVERHEAD BINS.

We work through dinner on the angle of a telescopic handle,
and the tensile strength of nylon. We focus on every detail of
travel from packing to unpacking. All so you can be on your
way, and never have to think about any of it.

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INNOVATION

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THE PILOT AND HIS FlightCrew™ 5
BAGGAGE CLAIM TO FAME. Slim Rollaboard®

At the heart of Travelpro® is a man who knew more about What started as an idea to make Bob’s job easier, made the
travel than most anyone in the world. A Northwest Airlines 747 entire world of travel better. Flight crews and fellow pilots
pilot, Bob Plath had crisscrossed the globe a thousand times were quick to adopt the new, stylish wheeled luggage. And
over, suitcase in tow. He’d seen, first-hand, what happened to just as quickly, passengers recognized it as a smarter, better
luggage over time, and the toll it had on the traveler hauling it. way to go. And soon, the Travelpro® Rollaboard became every
traveler’s traveling companion.
Bob knew there had to be something better. And as the saying
goes, “if you want something done right, do it yourself.” So he And while we’re proud of this innovation, Travelpro® will never
did. Bob created something completely novel. Something that rest on these laurels. We’re still observing, anticipating and
would become the staple of travelers everywhere. A wheeled, delivering what frequent travelers need, just as we have from
carry-on bag—pulled upright by an extendable handle. The the beginning. And we’re not about to stop now.
Original Rollaboard®.

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HISTORY

WELL MADE.

WELL TRAVELED.

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TRAVEL TODAY

BUILT TO MEET THE PLATINUM® ELITE
DEMANDS OF TODAY’S 21” EXPANDABLE SPINNER
DEMANDING TRAVEL.

To say travel has changed is quite the understatement. The anticipated what the frequent traveler needs. Making
glamorous world of business travel, if it ever existed, is no them more prepared, more in control and feeling
more. Planes are fuller, perks are fewer, and the TSA lines are even more confident when they arrive than when
around the corner. they left home.

The status of today’s frequent traveler is no longer how many It’s also why we make the luggage we do. Luggage designed
miles they log, but rather, how well-prepared they are to log to help you get to where you are going as easily, efficiently
them. That’s what “traveling well” is all about. This is what and confidently as possible. So you can focus on your trip,
makes them “pros”. and not your luggage.

It’s why the world’s most demanding globetrotters 11
need well-designed luggage that has thoughtfully

FOR THOSE WHO Crew™ VersaPack™
TRAVEL LIKE A PRO. Gobal Carry-on Spinner

The Savvy Traveler. Today’s frequent traveler isn’t a consumer,
they are a pro-sumer.

They’re on the road because they’re doers. They make things
happen. They deliver. They are the people we depend on to
affect change and get things done.

These are the people for whom our brilliant bags and suitcases
are designed. They need a bag that is as versatile, tough and
resilient as they are. A traveling companion that enhances their
trip experience, that helps them travel well and achieve their
objectives. And no one can provide that better than we do. It’s
our responsibility. And we don’t take it lightly.

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OUR TARGET



BRAND COMMITMENT

OUR BRAND AND ITS Platinum® Elite
C O M M I T M E N T. 21” Spinner

We will… make brilliant, durable bags that put the We will… take the “lug” out of luggage.
frequent traveler first. Lightweight materials and easy rolling are only the
We continue to focus on the road warriors, the frequent beginning. We are on a constant quest to make our bags
travelers who need their luggage to be as dependable easier to carry on every trip you take.
and durable as they are.
We will… not only meet the frequent traveler’s
We will… create practical innovation that the expectations, we will exceed them.
customer will immediately recognize. We will not stop until we’ve made the best luggage the
We will engage in a constant conversation with frequent world has ever known.
travelers. Recognizing their wants and needs, and
delivering a product that answers them. We will give them 15
the control they need to succeed on every trip they take.

B U I LT
TO GO
THE
DISTANCE.

WHATEVER
THE
DESTINATION.

BRAND PILLARS

RESPECT MASTERY

A never-ending quest to understand and serve the Designing to the highest quality and craftsmanship,
frequent traveler, from the cockpit to the rear galley making each trip as effortless as possible.
and every seat in between.

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BRAND PILLARS

LONGEVITY SAVVY

Ensuring frequent travelers that with every bag we Creating the style and functionality needed for the
craft, we are in it for the long haul. We’re unwavering world’s more discerning travelers at a value that’s
in our durability standards, creating products that hold unmatched within the category.
up against even the most challenging of moments.
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We thoughtfully anticipate, so that…
You are more prepared, so that…
You’re in control, so that…
Nothing gets in your way, so that…

Y O U C A N E N J O Y T H E J O U R N E Y, A N D M A K E
T H E M O S T O F E V E RY M O M E N T.

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BENEFIT LADDERING

BRAND POSITIONING

FOR TODAY’S SAVVY TRAVELERS Platinum® Elite
Collection
Travelpro® is your trusted companion for each and every
journey, thoughtfully designed for what lies ahead for this trip
and the next, so that you’re always prepared for the possibilities
that the road and skies bring.

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RED THREAD

I N S I G H T F U L A L LY F O R T O D AY ’ S E X P E R I E N C E D T R AV E L E R S .

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BRAND MISSION BRAND PROMISE

Equipping the world to travel like a pro. We carefully observe, thoughtfully anticipate, and
purposefully build what frequent travelers need, so
24 they can focus on their trip and not on their luggage.

RED THREAD

BENEFIT LADDERING

We thoughtfully anticipate, so that…
You’re more prepared, so that…
You’re in control, so that…
Nothing gets in your way, so that…
You can enjoy the journey, and make the most
of every moment.

BRAND MAP

TARGET AUDIENCE POSITIONING

The Savvy Traveler. For today’s savvy travelers
Travelpro® is your trusted companion for each and
every journey, thoughtfully designed for what lies
ahead for this trip and the next, so that you’re always
prepared for the possibilities that the road and
skies bring.

I N S I G H T F U L A L LY F O R T O D AY ’ S E X P E R I E N C E D T R AV E L E R S .

BRAND PILLARS Mastery
Designing to the highest quality and craftsmanship,
Respect making each trip as effortless as possible.
A never-ending quest to understand and serve the
frequent traveler, from the cockpit to the rear galley Savvy
and every seat in between. Creating the style and functionality needed for the
world’s more discerning travelers at a value that’s
Longevity unmatched within the category.
Ensuring frequent travelers that with every bag we
craft, we are in it for the long haul. We’re unwavering
in our durability standards, creating products that hold
up against even the most challenging of moments.

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PERSONALITY

Reliable
We’ve earned the trust of the most experienced
travelers by doing what we’re supposed to do, when
we’re supposed to do it.

Smart
Beyond just mastering the basics, we’ve
developed solutions that make all the difference
to savvy travelers.

Optimistic
For every modern-day travel challenge, we are ever
up to the task, and designed to get travelers on track
toward great things.

BRAND MAP

TONE EDITORIAL RTBS
AUTHORITY
• Confident • Insightfully engineered
• Well-Traveled • Innovation & Ingenuity • Thoughtfully designed
• Dependable • Durability & Engineering • Rigorously tested
• Helpful Travel Hacks • Masterfully traveled
• Bleisure Travel
• Life on the Road

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PRODUCT LINES

PLATINUM® ELITE PLATINUM® ELITE
LUGGAGE COLLECTION BUSINESS COLLECTION

Even if your ticket doesn’t say first class, your Upgrade your business travel with the Platinum® Elite
luggage will, with the Travelpro® Platinum® Elite Business Collection from Travelpro®. Keep everything
collection. Finely crafted with superior fabrics and organized in sophisticated style with these durable,
genuine leather accents, this ultra-durable, yet handsomely-crafted, soft-sided briefs and backpacks.
uber-fashionable collection is backed by Travelpro®’s Backed by our Travelpro® Built for a Lifetime Limited Worry
Worry-Free Warranty, giving you a lifetime of Free Warranty and covered for one year under our Trusted
effortless, elegant travel. Companion Promise.

Platinum® Elite Platinum® Elite
21” Exp. Spinner Suiter Business Backpack

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PLATINUM® ELITE
WOMEN’S COLLECTION

The Platinum® Elite Women’s collection combines
impressive styling with beautiful functionality in three
elegant bags designed for travel and everyday use.
Crafted from durable materials that resist stains
and moisture, these pieces get down to business
with built-in compartments for all your needs and
more. Fashioned with leather trim and designed
to coordinate with the Platinum® Elite luggage
collection, these great-looking, hardworking bags
also hold their own flying solo.

Platinum® Elite
Wo m e n ’s B r i e f

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CREW™ EXPERT™ CREW™ VERSAPACK™

Travelpro® Crew™ Expert™ captures that heritage in Personalize the way you pack with Crew™ VersaPack™–
two limited edition luggage pieces made for the road the road warrior’s favorite travel companion, giving you
warrior using the exact same high-quality components total packing versatility customized to your individual
and materials used on luggage available to flight needs with a variety of optional Travelpro® exclusive
crews only. Classically-styled and loaded with modern Zip-In Organizers designed for the way you travel. The
features, this luggage is packed with organizational interchangeable organizers attach to the inside lid of
compartments, including padded laptop storage, compatible bags with a single zip. Crew™ VersaPack™ is
interior pockets, removable TSA-compliant toiletries the civilian version of the luggage flight crews use, tested
bag and more. to meet the same superior quality and durability standards.

Crew™ Expert™ Crew™ VersaPack™
Max Carry-On Rollaboard® Global Carry-On Spinner

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PRODUCT LINES

CREW™ EXECUTIVE FLIGHTCREW™ 5
CHOICE™ 2
Available only to professional pilots and flight crews,
The Crew™  Executive Choice™  collection is the Travelpro® FlightCrew™ 5 is built for those true
perfect for today’s business and frequent travelers. professional travelers who accept nothing but the
This premium collection integrates fine leather absolute best. With leading edge technologies and
accents and durable fabrics with the outstanding features, it is the choice of over 90 airlines for a very
craftsmanship that defines Travelpro® products. good reason.

Crew™ Executive FlightCrew™ 5
Choice™ 2 Exp. Pilot Rollaboard®
Pilot Brief

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MAXLITE® 5 MAXLITE® 5 HARDSIDE

Take travel to new lights with Travelpro® Maxlite® 5 Travel made easier… and lighter with the Maxlite® 5
Luggage. Never has the term “traveling light” been hardside collection. As part of the Maxlite® 5 family, this
so accurate. Maxlite® 5 collection offers incredibly hardside collection features the lightest weight designs
lightweight, durable materials and innovative features, built tough to stay looking great and performing like a pro,
to make getting to your destination a breeze. Up to a even through the most rigorous use.
half pound lighter than Maxlite®4 and built for durability
while staying ultra-lightweight, this 20-piece collection
includes new colors and silhouttes.

Maxlite® 5 Maxlite® 5
22” Rollaboard® 21” Hardside

32 Spinner

PRODUCT LINES

MAXLITE® 5 WOMEN’S BOLD™ BY TRAVELPRO®
COLLECTION
From city streets to outdoor adventures, go
For travel and daily use, smart features include built-in BOLD™ by Travelpro®. Ready for action and built
padded laptop and tablet sleeves, interior organizing for performance, this modern collection is durable,
compartments, stacking straps and a quick-access versatile and loaded with flexible packing options.
exterior pocket with magnetic closure is ideal for storing
a cell phone or keys and side pockets for a water bottle,
umbrella and other essentials.

Maxlite® 5 BOLD™ by Travelpro®
Wo m e n ’s To t e 21” Spinner

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LOGO USAGE FOR COMMUNICATIONS

The Travelpro® logo is a clean, modern sans-serif typeface.
Easy to read, it conveys a sense of timelessness and works
well in a myriad of uses and media. The Blue color (PMS 647)
was chosen because blue represents trust and loyalty, which
aligns with our core values.

Our logo should always be implemented using its 2 main
components: logomark (tower) + wordmark. For primary use,
it is acceptable to apply any of the 3 variations of the logo
shown on the right.

The Travelpro® tagline clearly positions the Travelpro®
brand with a nod to its flight crew roots. The combination of
logo + tagline, should not be considered for primary use, but
it is accepted for usage to reinforce our heritage within the
airline channels.

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The tower symbol with Travelpro® logo BRAND GUIDELINES
type can be used when space is limited.
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Logo should appear in its standard
Corporate Blue (PMS 647) whenever possible.

It should appear in black when used in black
and white only applications.

Logo can appear as white when standard
blue logo would not be legible such as when
applied to dark backgrounds or placed
against dark photographs.

LOGO MIS-USAGE

Never use the logo without it’s logo mark. Or only
the logo mark without the Travelpro® word on it.
Use only the three approved versions.

Never change the position of the logo mark,
it should only be placed on the left side of the
Travelpro word or centered at the top.

Never change the font or apply your own to any TRAVELPRO TravelPRO
part of the Travelpro® logo. Use only the three
approved versions.

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BRAND GUIDELINES

BRAND COLOR PALETTE

PMS 647 C PMS Process Black C
RGB 35 97 146 RGB 39 37 31
HEX 236192 HEX 27251F
CMYK 96 54 5 27 CMYK 0 0 0 100

Dark blue is usually used on web/email PMS 534 C White
graphics as secondary background RGB 30 40 75 RGB 255 255 255
color (color box) when white type is HEX 1E284B HEX FFFFFF
being used. Depending on the lifestyle, CMYK 100 75 0 67 CMYK 0 0 0 0
the blending mode of the box could be
set up as “Multiply” for a transparency
effect or left as normal when used as
a solid color.

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BRAND PRIMARY TYPEFACE

Helvetica Neue is the primary typeface for all Travelpro®
communications materials. Helvetica Neue is a sans
serif typeface with a modern, timeless appearance that
complements the letter forms in the Travelpro® logo.

Helvetica Neue Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Helvetica Neue Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Helvetica Neue Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

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TYPE TREATMENT

Type treatment depends on the media where the graphic is For small copy used as part of the headline, the kerning usually
going to be featured. There’s different applications of the same increases up to 800 pts and could be centered.
typeface if used for web assets or print materials.
The Leading value should be between 1.25 and 1.5 times
For printed or copy heavy pieces, the title’s type should be greater than the font size in order to avoid busy, hard to read
all caps with the appropiate kerning applied to it, followed by type treatment.
body copy in sentence case format.
Negative space plays an important role on our graphics by
Titles helping to balance the weight between copy and imagery in
Copy should always be featured in all caps format. The Kerning order to have a clear visual hierarchy. Contrast is key.
on the title varies from 300 to 800 pts, depending on the size
of the copy. The bigger the font size is, the smaller the kerning Body Copy
space will be allowed (300 pts minimum). As mentioned before, body copy should always be lower
case, regular weight with no kerning. Bold weight, should only
Titles’ type weight should always be Light and flushed left. If be used for subtitles.
the headline is too long, it should be divided into 2-4 lines.

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Collection Demographics
Each one of our Core collections has a specific demographic
segment. In order to create desirable content, it’s important
to always reflect the target audience along with their
travel preferences.

Offers/Promo
The type treatment for Offers and Promos is completely different
than our titles. Type must be Bold, all caps and the size must
be 1.5 times greater than the title.

Seasonality and Colors
Using different colors, other than our signature corporate blue
for featured lifestyle content, are limited to specific holidays.
Type treatment, imagery and other design elements should
4 0 remain true to the brand.

BRAND GUIDELINES

BRAND PHOTOGRAPHY

When telling the Travelpro® story, use images that feel less
staged, more real, more “in the moment.” Colors should feel
rich, cinematic and warm but not over saturated. Stay away
from monocrhomatic, sleek, cold images. Gravitate towards
warmth and a sense of realness to enhance the connection
and relevance to the traveler.

NO: Too staged, monocromatic NO: Too staged, expected 41

PRODUCT Hero Shot
PHOTOGRAPHY This specific angle is our standard one because it shows all
the luggage features in one image. Details as aligned zipper
Accuracy and attention to detail are fundamental. In a heads, wheels and handles should always be treated the
world with so many options, our products thrive when same way, whether is a lifestyle image or a product shot.
we provide visuals highlighting every angle. When
photographing products, it is essential to display our
impeccable craftmanship and innovative technology in
one image. In addition, the brand logo should always
be used consistently, facing front, in order to increase
brand recognition.

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BRAND GUIDELINES

Zippers Wheels Extension Handle
Main compartment zippers should always The wheels should always be aligned and It should always be featured on the first
be centered, and positioned side-wise. facing the same direction. No matter the stop, unless specified. Specially for product
Front pocket zipper heads should always angle of the picture, if the product featured shots, it’s advice to be featured this way.
be facing the front and showing our brand. is a spinner, its’ wheels should always be For lifestyle photography, it will depend on
facing the front. the angle and needs.

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W W W. T R AV E L P R O . C O M