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Refreshed Hilton Hotels & Resorts Brand Identity
Hilton Hotels & Resorts (formerly Hilton Hotels), the flagship brand of Hilton Worldwide, introduced a refreshed brand name and logo today. The new name and stylish logo holistically represent the brand’s extensive global portfolio, which includes more than 70 resorts with more than 32,600 guest rooms in key leisure markets around the world.
„Generations of global travelers share a strong connection with our brand identity,“ said Dave Horton, global head, Hilton Hotels & Resorts brand. „Our name and core mark are both recognizable and incredibly powerful. This evolution reflects the modern style and world-class resorts that define our brand today.“
The logo change continues an enhanced leisure marketing strategy for the brand. There are currently more than 70 Hilton branded resorts in 25 countries around the world. Furthermore, the Hilton Hotels & Resorts development pipeline currently includes more than 11 resort properties from Argentina to Ras Al Khaimah, U.A.E. and Hangzhou, China.
The many award-winning and legendary resorts within the brand include Caribe Hilton, birthplace of the Pina Colada; Hilton Namhae Golf & Spa Resort, World Travel Award winner as South Korea’s leading resort and golf resort; Hilton Moorea Lagoon Resort & Spa, 2010 TripAdvisor Traveler’s Choice Award, global winner for romance; and Hilton Hawaiian Village Beach Resort, recently named one of the ten best family beach resorts in the United States and the Caribbean by Parents magazine.
Earlier this year Hilton introduced „Stay Hilton. Go Everywhere.,“ a global advertising campaign promoting the brand’s more than 530 hotels and resorts in 76 countries across six continents. The campaign calls special attention to signature Hilton resort properties while entertainment industry integrations have placed Hilton resorts on popular television shows. A global consumer research study conducted as part of the logo refresh indicated strong awareness of the signature „Hilton cartouche“ and association of the symbol with highly positive brand attributes. The contemporary design is the first change to the iconic brand’s logo since 1998.
Design features of the refreshed logo include:
* Addition of „Hotels & Resorts“ to create a clearer distinction between Hilton Worldwide, the corporation, and the Hilton Hotels & Resorts brand;
* Introduction of a sophisticated blue logo color;
* Use of a new, contemporary font named „Hilton,“ which was custom-designed for the brand; and
* A smaller cartouche that provides a modern look and places more emphasis on the Hilton name.
The Hilton brand logo has evolved to reflect design trends and notable steps in the brand’s journey for more than 90 years. For example, in 1977 the brand’s logo featured a rainbow icon, while an icon of a globe appeared atop the logo in the 1950s after the brand opened its first international property, the Caribe Hilton. The refreshed Hilton Hotels & Resorts logo will initially be used in brand activities and communications, and will be introduced at the property level in 2011. Hilton Worldwide’s logos and imagery will remain unchanged.