In the past couple of weeks, two of the world’s biggest hotel chains have revealed new identities and rebranding.First up, the Holiday Inn logo. Designed by Interbrand, it replaces the old, somewhat unusual reverse italics logo. As we know, branding is not just about the logo and in this case the new logo is just part of a massive overhaul throughout the organization. Holiday Inn has over 3,000 properties across the world and each one is getting a facelift with improvements in bedding, landscaping, and believe it or not, a Holiday Inn scent. Every hotel is now obliged to plug in a lobby “scent machine” producing a mild aroma of ginger, white tea, citrus and musk. The cheaper Holiday Inn Express sites will be pumping out a scent of sweet grass and green tea. Below you can see the before and after logo design.Holiday Inn BeforeHoliday Inn AfterNew Holiday Inn Express LogoPersonally, I really love the new logo. It’s bright, fresh and friendly.The Hilton Hotel group have also recently made changes to their corporate name, logo and website, changing the name from Hilton Hotels Corporation to Hilton Worldwide to signify their global reach. On the new logo design, Hilton have said,
The platinum and gold stylized H evokes quality, stature and the richness of Hilton’s heritage. The two halves are reflective, which are a reminder of the company’s storied past and vibrant future, and the open curves are welcoming, symbolizing the world of travel by suggesting the round edges of the globe, the arch of a bridge and posts of a bed.
The new websiteHmmm, I can’t say I’m feeling inspired by either the new logo or website from Hilton Worldwide. For a company like Hilton, I would have expected something a little more elegant. Obviously there are two completely different audience’s being targeted here, but there is a such a huge contrast between these two. The choice of colors and shapes of the Hilton logo are pretty dull, while the Holiday Inn typography and colors have welcoming feel.What do you think of the new logo designs?
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