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Worldwide re-brand of Holiday Inn

Agency: Interbrand

Client: Holiday Inn

The iconic roadside logo identity of Holiday Inn has received its first major makeover for the first time in more than 50 years.

The script logo has been evolved, the green signature colour energised and the current shield shape eliminating.

The brand re-launch by the InterContinental Hotels Group (IHG) will involve the whole Holiday Inn brand family, which comprises Holiday Inn, Express by Holiday Inn and Holiday Inn Express.

More than 11,000 road signs around the world will be replaced to reflect this refreshed and contemporary look.

The redesigned brand signage also will be incorporated into design elements in each of the more than 3,100 hotel lobbies and more than 400,000 guest rooms.

All Holiday Inn hotels will be required to implement a re-launch programme to create a more contemporary brand image, increase quality and drive consistency.

The programme incorporates a new service promise, a redesigned welcome experience as well as refreshed guestrooms.

The new brand signage will be installed at hotels once they have successfully implemented the relaunch programme, resulting in a refreshed and contemporary brand image.

IHG’s Chief Executive Officer, Andrew Cosslett, said, “The brand is the largest and one of the most successful in the hotel industry and its re-launch will ensure that this position is maintained.

“The changes we are making will ensure the Holiday Inn brand goes forward into the future with a strong and confident new image.”

IHG expects the relaunch programme to allow Holiday Inn hotels to generate significantly higher revenue per available room, and secure an enhanced return on investment for their owners.

Owners and franchisees will invest up to $1 billion over a three year period in total to carry out the brand relaunch to meet the required service and quality levels.

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