The Best Western group has unveiled its new logo, signalling to the world the group's journey over two decades.
“For more than 20 years, Best Western has had a familiar, recognisable, and visible logo. We are now embracing our future with a completely reimagined brand identity that clarifies our exceptional offerings and broadens our appeal with a contemporary, energetic and relevant look,” said David Kong, president and chief executive officer of Best Western Hotels & Resorts. “These new logos are dramatically different and illustrate the amazing products and offerings of today’s Best Western.”Best Western has evolved significantly in the last 10 years. The introduction of a new masterbrand name and unique logos for each hotel brand communicates to travellers and developers the changes that have taken place to contemporize Best Western, including:
- A stable and progressive executive team, led by David Kong, one of the most experienced chief executives in the travel industry.
- Splitting the portfolio into three brands (Best Western, Best Western Plus and Best Western Premier) in 2011 to clarify and better set guest expectations.
- The emergence as an industry powerhouse by outpacing others in RevPAR (revenue per available room) and winning record levels of industry awards.
Best Western is also clarifying the differences between each hotel type by introducing new logos for Best Western, Best Western Plus and Best Western Premier. In addition, the rebranding emphasises the brands initials — BW — in the new logo, which will be used across all communications channels, especially resonating in the digital space where space for a name is limited.
Highlights of the new logos include:
- The Best Western Hotels & Resorts masterbrand logo pulls through the company’s current blue colour, updated with a modern hue and uses the distinctive hand drawn lettering which was created to be contemporary, friendly and memorable. This logo will clearly define that Best Western is a company of hotels and resorts across the globe with brands that meet the needs of today’s travellers.
- The design of the Best Western hotel brand logo utilises the hand drawn lettering, which is familiar and personable and pulls through the company’s updated blue colour. The centrepiece globe comes to life through the use of special effects such as gradient, highlighting and a 3-D treatment. These effects will be distinctive within the hotel industry which traditionally uses two-dimensional logos
- The Best Western Plus logo picks up on the brand’s traditional use of red, incorporates the signature lettering and draws more emphasis to the word “Plus” using a contemporary tapered line. The diamond shape distinguishes it from the Best Western hotel brand logo by giving it a more premium look and offering within the upper midscale segment.
- The Best Western Premier logo uses a classic yet contemporary font along with unique design elements to exude elegance and style. The BWP monogram brings an iconic expression with its multi-dimensional elliptical shape. The Premier word mark uses customized lettering and is accentuated with a tapered line and ties it to the Best Western masterbrand.
“This clarity will help drive business and ultimately a better return on the owner’s investment.”
Building on these accomplishments, Best Western is also taking other innovative steps by discarding the website and building an entirely new digital platform, which will be unveiled in 2016.
Adoption of the brand’s new logos is expected to be official in mid-November upon approval by Best Western hotel owners in North America. – TradeArabia News Service