Best Western Introduces Masterbrand and Reveals New Logos to Broaden Appeal
September 30, 2015 10:43am
New Company Name, New Abbreviation, New Logos, New Hotel Brand
HONOLULU (September 30, 2015) – The long trusted and familiar logo for the Best Western brand has been a constant along its journey of global expansion and quality improvement, as the company has grown to a diverse collection of more than 4,100 properties in over 100 countries. Yesterday, at its annual convention, the company’s leadership team revealed plans to signal to the world Best Western’s amazing journey.
“For more than two decades, Best Western has had a familiar, recognizable, and visible logo. But with our investments in this 69-year old brand during the last ten years, we need to make consumers aware of the exciting improvements in our brand. We are 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. “We started over. 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 ten years. The introduction of a new masterbrand name and unique logos for each hotel brand communicates to travelers and developers the changes that have taken place to contemporize Best Western, including:
In another major move to better represent the quality and variety of its offerings, Best Western International will also be renamed Best Western Hotels & Resorts and use a new logo to identify the master company for its seven distinct brands: Best Western, Best Western Plus®, Best Western Plus Executive Residency®, Best Western Premier®, Vīb®, BW Premier Collection® and GLō, the company’s new broad midscale, new construction hotel brand. 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 emphasizes the brand’s 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.
The effort to create new logos has been two years in the making and has included input from travelers, travel buyers, partners and Best Western’s global hotel owners. As part of this rebranding, Best Western is focused on contemporizing the look of the company and placing more of an emphasis on all seven of the company’s hotel brands. Best Western used today’s graphic design and digital printing capabilities to create an array of logos that use special effects to be distinctive and striking to consumers, but are also functional in various settings. Highlights of the new logos include:
“These logos illustrate the clear differentiation between our brands. They not only represent the force Best Western is today, but also help define the new voice of Best Western for the future,” said Dorothy Dowling, senior vice president of marketing and sales for Best Western. “These logos have also been created for their functionality. Unlike many brands our logos must deliver business across various mediums, including a roadside sign during the daytime and night, inside and outside a hotel, on collateral, and in the digital space.”
“All of our properties worldwide will be coordinating signage and logo implementation, with a critical mass being completed for the launch of our advertising campaign in early summer 2016,” said Ron Pohl, senior vice president of brand management for Best Western.
Building on these accomplishments, Best Western is also taking other innovative steps by discarding the best website in the hotel industry (Compuware; Best of the Web Gold Award; 2012-2015) and building an entirely new digital platform and introducing a service promise at all North American properties.
Adoption of the brand’s new logos and service promise are expected to be official in mid-November upon approval by Best Western hotel owners in North America.
Tags: best western,
best western hotels & resorts,
best western international
Best Western Hotels & Resorts headquartered in Phoenix, Ariz., is a privately held hotel brand with a global network of 4,100* hotels in more than 100* countries and territories worldwide. Best Western offers seven hotel brands to suit the needs of developers and guests in every market: BEST WESTERN®, BEST WESTERN PLUS®, BEST WESTERN PREMIER®, BEST WESTERN PLUS EXECUTIVE RESIDENCY®, Vīb®, BW Premier Collection® and Glō. Now celebrating 69 years of hospitality, Best Western provides its hoteliers with global operational, sales and marketing support, and online and mobile booking capabilities. More than 25 million travelers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western hotel worldwide. The brand’s partnerships with AAA/CAA, Minor League Baseball, and Harley-Davidson® provide travelers with exciting ways to interact with the brand. Best Western continues to set industry records and accolades, including Business Travel News naming BEST WESTERN and BEST WESTERN PLUS as the best mid-price and upper mid-price hotel chains, four consecutive Compuware Best of the Web gold awards for best hotel website and six consecutive AAA/CAA Hotel Partner of the Year awards. More than half of all Best Western branded hotels have earned a TripAdvisor Certificate of Excellence award.
*Numbers are approximate and may fluctuate.
Contact: Laura Cherry
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