BY Armin

Super 8! Get 2 for 1! For Just $9.99!

If staying at an Econolodge is too highbrow for you, perhaps one of the 2,000-plus locations of Super 8 Worldwide (formerly just Super 8 Motel) would satisfy. Because I believe everything I read in Wikipedia, I now know this is “the world’s largest budget hotel chain,” which is a testament to the ubiquity of these motels as you drive through any and all states in the U.S., and how well it has blended into the background since its inception in 1973. The new logo was introduced back in April of this year but has slowly begun to be displayed in about twenty of the properties, including a recent unveiling at the first Super 8 to grace the landscape of Aberdeen, South Dakota. As with any hotel rebranding, this one is meant to signal a change in the amenities and services offered by the chain — there is a press release to tell you all about it.

The old logo had that clunky Nouveau Americana (I just made that up) look that is neither offensive nor appealing. Although I had never paid close attention to the logo and the lettering is not bad at all, that “SUPER” is, well, pretty super. The new logo “featuring a brighter, modern graphic design,” takes on a very, very odd direction by appropriating the visual language of sign painters and letterers more commonly found in the produce and deli sections of grocery stores or on the windows of convenience stores and bodegas — forcing Super 8 to be at a perpetual discounted price forever and ever. Which may not be a bad thing, of course, it just seems a strange decision. By maintaining the shape of the old logo, so that changing signs across all locations is as economical as possible, the new logo feels like a monkey in a cage, swinging all over the place with little room to breathe. The “8” is almost a nice graphic and almost fits nicely with the lower bowl of the holding shape, but the rest of elements feel too forced and cheap. The “Super” appears to be an out-of-the-box script typeface, where it would have been interesting to hire a sign painter to draw something unique that would fit perfectly in the shape, instead of forcing stock items locked up by a swoosh… which, as far as swooshes go, it’s not that bad. A funky rebranding overall, that even if it’s not overly successful at least has offered a new approach.

Thanks to Sue and Jay Ehret for the tip.

DATE: Aug.19.2008CATEGORY: Hospitality 92 COMMENTS

Mike’s comment is:

This seems like a direct reference to the side of a NASCAR car. I don't know how to phrase it. When I see this logo I think NASCAR. Targeting a market that travels all over maybe?

On Aug.19.2008 at 06:37 AM

Remy Overkempe’s comment is:

I would've stayed with the old one. The new one looks really cheap, while the former at least has some style. (Not much, but some.)

On Aug.19.2008 at 06:49 AM

Jason’s comment is:

Ew.

On Aug.19.2008 at 07:46 AM

Chris Campbell’s comment is:

The old logo was much better (not good but its better than the new one). The new logo just looks cheap, and I don't like how the 8 sits in the semi-circle at the bottom either.

I can't help but think of a price tag on its side...

On Aug.19.2008 at 07:46 AM

Marcos Wright Kuhns’s comment is:

+1 on Mike's comment. The first thing that came to my mind was NASCAR.

On Aug.19.2008 at 08:05 AM

Brandon’s comment is:

AUTHOR: Brandon
EMAIL: bhall11@hotmail.com
IP: 24.199.231.186
URL:
DATE: 08/19/2008 08:11:55 AM

On Aug.19.2008 at 08:11 AM

Josh’s comment is:

The tension created by the lower bowl of the eight and the outer shape drives me CRAZY!

On Aug.19.2008 at 08:50 AM

Peter O'Connell’s comment is:

The new "8" doesn't bother me as much as it does others and in fact I find it a huge improvement over the original (as just about almost anything would be.

But the "Super" is as you note very ready for the produce aisle or the deli section. I think you can say "cheap" in your design without saying "cheesy" and other words that rhyme with that.

Truly a branding step back...said to see the design company willing to take credit for that rebranding (even if a gun was pointed at their heads).

Best always,
- Peter

On Aug.19.2008 at 09:16 AM

Jeff L’s comment is:

Like others here, the very first thing I thought of was NASCAR. And I'm not even a NASCAR fan....

On Aug.19.2008 at 09:17 AM

Audrée Lapierre’s comment is:

Ew

On Aug.19.2008 at 09:20 AM

Daniel Campos’s comment is:

Red on yellow???? I hate this!

On Aug.19.2008 at 09:21 AM

Luke D.’s comment is:

It feels very "discounty". If that was their intention then I suppose it's successful....

On Aug.19.2008 at 09:48 AM

Nick’s comment is:

When I'm on the road and choose a budget motel, I always choose Super 8, and while half of that has to do with price, the other half is because of their old logo that's just so wonderfully cheezy, so Price Is Right.

I'm not kidding, I would take cups and pens and notepads home with me, but this new logo is sad and, while I may be in the minority, will most definitely affect my decision to stay there again.

On Aug.19.2008 at 09:53 AM

jRod’s comment is:

Reminds me of a sale tag at a cheap grocery store.

On Aug.19.2008 at 10:04 AM

Joseph’s comment is:

I guess one has to take the market into concern here. If it looks like NASCAR then they probably hit the market dead on. I have never stayed at a Super 8. I never will. If it doesn't appeal to me (which it doesn't) then job well done.

My dad loves NASCAR, Harley's, and all things blue collar. He'd probably love the look.

The ellipse is a great way to sink the design further into the depths of low-class.

The design is horrible, but the commercial implications may be dead on....unfortunately.

On Aug.19.2008 at 10:17 AM

damon’s comment is:

no thanks.

On Aug.19.2008 at 10:27 AM

jean claude vanMammal’s comment is:

no thanks, ill sleep outside in the freezing cold with the bears.

On Aug.19.2008 at 10:36 AM

thehappyhuskie’s comment is:

Dear Lord...this puppy sucks!

Just a couple of months ago I drove past a Super 8 and thought of how bad the old logo was, and said to myself "gee, they really should redesign that thing, it couldn't get any worse."

Well folks, it has gotten worse, like end times worse. I didn't think anyone could out do Econo Lodge, but here we are, this thing sucks!

Travelodge, your turn!

On Aug.19.2008 at 10:36 AM

Ross’s comment is:

Both logos suck. If they were indeed going for the NASCAR demos, they succeeded, but even then, they could have made something more universal.

On Aug.19.2008 at 10:46 AM

koyo’s comment is:

Cheap.

On Aug.19.2008 at 10:57 AM

max’s comment is:

Any time you have the word "super" is death.

I keep thinking lotto tickets.

The up-side is that there are so many NASCAR fans that they should be in business for a while.

(gross.)

On Aug.19.2008 at 11:17 AM

jRod’s comment is:

one thing that we may want to remember is that the odd shape that the logo resides in is the same shape of the original, and i am betting that was to keep costs down on sign replacement. All they have to do is swap out the molded plastic pieces and they are good to go, with the existing sign housing still intact. ugly money saver.

On Aug.19.2008 at 11:24 AM

Jeroen vde’s comment is:

Distusting...it looks like they took an old logo from the cellar and used that.

On Aug.19.2008 at 11:50 AM

Garrettttttttt’s comment is:

I guess the old logo has NASCAR on the brain, too.

*taken from Super8's current site

On Aug.19.2008 at 11:51 AM

Su’s comment is:

Because I believe everything I read in Wikipedia

Was this actually necessary? The funny thing is that if the factoid is correct, you're being pointlessly snide. And if it's wrong, then your questioning would imply you (should have!) looked elsewhere for corroboration, at best found nothing or at worst something contradictory, then posted the questionable information anyway, while still turning the blame for the misinformation back on the source. Curious.

Anyway, back to the logo. Yes, it sucks and looks like a SALE sticker. The argument for keeping the sign shape as a cost-cutting move is a little odd. How much did they spend on the rebranding as a whole?

On Aug.19.2008 at 11:55 AM

dg3’s comment is:

While it may be rather lame looking, it will DRAW YOUR EYE TOWARDS THE SIGN when you're driving down the road. The old sign would just blend into the blandness of the landscape because it's so old and familiar.

On Aug.19.2008 at 12:00 PM

lodenmuse’s comment is:

Oh My Effin Gawd.

I'm still crying over Econo Lodge.

"almost fits nicely with the lower bowl." Yeah--ALMOST.

Should look fitting next to all the truck stop signage though.

On Aug.19.2008 at 12:16 PM

Bendy’s comment is:

Sick. Super 8 just downgraded themselves from 'cheap chain hotel' to 'seedy hotel from the sketchy area of town'

Just looks dirty.

On Aug.19.2008 at 12:54 PM

Jerry Kuyper’s comment is:

One needs to look no further than Motel 6 to see a logo that is both visually appealing and effective along the highway.

http://www.motel6.com/

On Aug.19.2008 at 01:05 PM

Wünderwoman’s comment is:

Is this a joke?
It is quite possibly the worst logo I have ever seen. I mean...ever.

It just screams "cockroach" to me...but maybe that's the point.

On Aug.19.2008 at 01:31 PM

Rico’s comment is:

Holy crap that's bad.

On Aug.19.2008 at 01:37 PM

Warren’s comment is:

By maintaining the shape of the old logo, so that changing signs across all locations is as economical as possible, the new logo feels like a monkey in a cage, swinging all over the place with little room to breathe.

That's the biggest problem I have with it too. I understand wanting to keep the rebranding as cheap as possible -- but there's such a thing as reductio ad absurdum, and they've come awfully close to it. They didn't even revise the color scheme.

On Aug.19.2008 at 01:39 PM

Stereo Radiation’s comment is:

A little cleanup would have done the job. Hardly anyone would have noticed.

Perhaps the corporate philosophy is "we're trying to get more family friendly and move beyond our crackhouse past."

On Aug.19.2008 at 01:48 PM

Armin’s comment is:

> Was this actually necessary?

It made sense when I wrote it at 6:00 am this morning. As you point out it's a disclaimer for all possible outcomes.

On Aug.19.2008 at 02:04 PM

BEN’s comment is:

Love the Wikipedia comment - sooo true

On Aug.19.2008 at 02:07 PM

Paul Lloyd Johnson’s comment is:

I'm sorry, all I can see is two (horrible) old logos. Where's the logo from this century?

On Aug.19.2008 at 02:08 PM

Ben’s comment is:

I just threw up in my mouth.

On Aug.19.2008 at 03:01 PM

bg’s comment is:

Ew cubed.

On Aug.19.2008 at 06:48 PM

Dylan’s comment is:

I thought NASCAR the second I saw it also. The old logo was around for so long, they should have just kept it since the chain carries no cachet other than "cheap place to sleep".

I hate it.

On Aug.19.2008 at 07:01 PM

BJN’s comment is:

I threw up in my mouth too.

Yes, the hokey shape has to be maintained to make signage updates as cheap as possible. What I don't get with this and Econo Lodge's redesigns is why? A bad logo with lots of recognition equity is worth more than a revamped bad logo that squanders that recognition. That awful black-on-yellow "8" has a lot more miles of legibility down the interstate than the new sign will. It's the same deal with the red on white Econo Lodge signs.

On Aug.19.2008 at 07:42 PM

Myke25’s comment is:

HappyHuskie,
Travelodge rebranded a few years ago. Back in my childhood, I remember the sleepwalking bear and the big red blocklettered "T" & "L" with "rave" and "odge" neatly nestled within them. Loved that logo and remembered it when traveling. Their newer one-word Travelodge over green box logo just never had the same warmth.

But, staying on topic...this new Super 8 logo blows!

On Aug.19.2008 at 07:55 PM

dg3’s comment is:

Sorry, Stereo Rad. Your version isn't any better.

On Aug.19.2008 at 07:59 PM

Dale Harris’s comment is:

Yikes.

On Aug.20.2008 at 12:40 AM

Dale Harris’s comment is:

(and I don't say that very often let me tell you.)

On Aug.20.2008 at 12:41 AM

Blue Buddha’s comment is:

All this reminds me of is one company taking over another and using existing signage and simply changing out the faces. I'm sure everyone's seen it at a service station. Wrong on all levels. It looks cheap, temporary and half-assed and leaves consumers wondering if it's still the same company or some knock-off "under new ownership" brand.

On Aug.20.2008 at 01:35 AM

Dale’s comment is:

wow.

bad.

no cohesiveness at all.

sad.

On Aug.20.2008 at 08:27 AM

Rick’s comment is:

I would have to see the new one on a physical sign before passing judgement.

Every time I saw the old signs, I remember thinking "Yah, we got roaches"

Now I will probably think "Yah we got roaches and they love Jeff Gordon"

On Aug.20.2008 at 09:22 AM

Mark’s comment is:

ow.BAD. no, HORRIBLE!

:.(

On Aug.20.2008 at 09:43 AM

debbie millman’s comment is:

blech!

On Aug.20.2008 at 10:32 AM

Hibryd’s comment is:

Jerry -

Thanks for posting the Motel 6 link. I have to give them credit for doing a good job with what they had. (Which was basically a red 6.)

Motel 6 does a better job of looking inexpensive without looking cheap.

On Aug.20.2008 at 11:39 AM

Adam McIsaac’s comment is:

Christ. I didn't think it could get worse.

It got worse.

On Aug.20.2008 at 12:27 PM

orangetiki’s comment is:

why is it when i stare at these logos i get the test pattern sound in my head?

On Aug.20.2008 at 01:26 PM

thomas’s comment is:

what

the

fuck

On Aug.20.2008 at 02:54 PM

LadyN’s comment is:

LMAO For a second there, when reading it, i thought the Hotel and the Super 88 Market merged companies...

Now THAT would be an amazing Sleep over...I'd totally get a room.

On Aug.20.2008 at 03:43 PM

ANate’s comment is:

Why couldn't they at least mess with the colors a little bit. I HATE this color scheme sooooo much. It's like a hot dog vendor sign.

On Aug.20.2008 at 04:52 PM

EnergonCube’s comment is:

Uh. Can we say "Dollar Store"? Or how about "Sale! Sale!! Sale!!!"

On Aug.20.2008 at 06:24 PM

Jonathan’s comment is:

For those who didn't check out the press release... Here's some highlights, ERRRR, I mean BS!

"...unveiled a new logo featuring a brighter, modern graphic design that symbolizes a brand makeover"

"designed to differentiate the chain from its competitors, attract a new generation of younger travelers"

"change the way consumers think about the brand"

LOL!!! Such good stuff. Oh I'll be thinking differently alright... BLAH!

On Aug.20.2008 at 06:32 PM

dg3’s comment is:

Lighten up, dweebs.

All this logo needs to do is draw attention. The old one didn't, the new one does.

It's an ultra-buget motel. Nothing more. Nothing less. This logo ain't for the Ritz-Calton.

On Aug.20.2008 at 07:24 PM

dg3’s comment is:

Carlton.

On Aug.20.2008 at 07:25 PM

laura’s comment is:

With either logo, the Super 8 customer can rest assured knowing that they will get crabs from the sheets.
So kudos for consistent branding!

On Aug.20.2008 at 07:44 PM

lori’s comment is:

”Price check!“

It also looks like a very, very, very bad attempt of being retro/house industries-ish.

On Aug.20.2008 at 10:48 PM

MADPHILL’s comment is:

NASTEE.

On Aug.20.2008 at 11:25 PM

the lurker’s comment is:

i wanna think they have a cool ass sign or something that makes this pop in a certain way. like a futuristic gizmo none of us have ever seen on the side of the road. and we'll all be like ahhhhhhhhhhhh!!!! that looks soooo good, i didn't get it at first.

this doesn't even make sense.

On Aug.21.2008 at 12:17 AM

Mark’s comment is:

Just because your cheap doesn't mean you have to look cheap, there's no reason to have a crappy logo like this.

I think the old housing makes this logo MUCH worse, at least the Days Inn logo handled it gracefully, this one acts like it doesn't even exist, poorly matched with the new logo.

On Aug.21.2008 at 01:14 AM

illusio’s comment is:

This logo just got cheaper than Pic n' Save.

On Aug.21.2008 at 05:04 AM

darrel’s comment is:

At least they didn't use Blippo.

On Aug.21.2008 at 02:08 PM

Ep’s comment is:

This is straight up terrible.

On Aug.22.2008 at 12:20 AM

Matt’s comment is:

What is it with every hotel going over a makeover lately? Logos aren't the first thing I think about when booking a hotel.

On Aug.22.2008 at 02:45 PM

jacqueline c’s comment is:

I drove by a Super 8 today with this new logo. The sign underneath it said "WELCOME BRISTOL RACE FANS!"

So... good call everybody.

On Aug.23.2008 at 05:45 PM

Peter Whitley’s comment is:

New logo certainly does seem more contemporary. That's not to say that I personally like it but it seems to me like a great direction for the company. I suspect Super 8 doesn't offer services that generally attract creative professionals...but people who are inspired by "fast type" and the comfortable sameness of McDonalds restaurants will be saying to themselves, "Oh look! Super 8! I like Super 8! And affordable too!"

There's no excuse for BAD design but this doesn't seem bad to me...it merely confirms my suspicion that I don't "identify" with Super 8.

Interesting that they kept the same overall contour...probably to make the signage facelifts easier.

Also kind of amusing is that I realized I've never really looked at the older Super 8 logo before now. Funny how some things just disappear in the visual cacophony of highway travel and corporate theme parks.

On Aug.25.2008 at 11:28 AM

Mark’s comment is:

mmmmmmm....Wendy's

( that's what it reminds me of.)

On Aug.25.2008 at 03:20 PM

Stuart’s comment is:

+1 Mark.

Wendy's is EXACTLY what I thought of when I saw this.

On Aug.25.2008 at 03:56 PM

Dolo’s comment is:

The new logo definitely reminds me of my local super mercado price tags. Is that good or bad? It depends on the intentions behind Motel 8.

Quick question for all: Does bad design (restaurant logos, motel logos, etc) influence your decision to use an establishment's services?

On Aug.27.2008 at 02:42 PM

Aaron’s comment is:

I totally understand the idea of downgrading the style to appeal to their demographic, but I stay in motel 8's too! It's not fair that we should be subject to this. I understand the affordability of keeping the shape. But the point Armin made about it needing to wrap and fit comfortably and free of tangents in that shape is so spot on. There are so many sign painters who could have taken this canvas and created a pleasing comfortable logo that still stayed true to their brand and demographic while not crapping on the streets of America with their horizon tainting filth.

On Aug.28.2008 at 12:33 PM

Mark’s comment is:

see? you don't need shininess to crap up a logo, just screw around with the elements to make it look a bad mishmash of elements and you've already screwed it up.

:P

On Aug.29.2008 at 01:06 AM

Mark’s comment is:

oh, man I didn't even spot that white dropshadow before, now it looks worse....

X{===

On Aug.29.2008 at 01:09 AM

Corey Buckner’s comment is:

Looks like Super 8 is launching a Saturday morning cartoon. Don't like it.

On Aug.29.2008 at 01:37 AM

Char’s comment is:

Red and yellow is a terrible choice for a logo that is related to "resting."
I dont like it, it looks cheap... I feel like if I get a room there I'm gonna find chalk drawings of human body silhouettes on the floor and WARNING tapes blocking the entrance to the bathroom.

On Aug.29.2008 at 02:17 PM

Kelly Hobkirk’s comment is:

Armin– Thank you for a spot-on review of this redesign. The new logo is yet another sparkling example of the completely disintegrating understanding of the value of strong corporate identity design in large corporate America.

They could easily have kept the shape and done a great design at the same time. But, no, that would have taken an extra couple of hours.

Who designs this stuff?

On Aug.29.2008 at 07:10 PM

Mongoose’s comment is:

As i mentioned back in the discussion about Econo Lodge: from boring and old to boring and new.

C.

On Sep.01.2008 at 09:14 PM

Chris Mills’s comment is:

Just plain gross.

On Sep.01.2008 at 11:29 PM

erik’s comment is:

i am kind of diggin' the new logo.

On Sep.15.2008 at 01:04 PM

Eddie from Ohio’s comment is:

It looks like it's falling over, Whoa!! And there's that familiar ellipse AGAIN.

On Nov.19.2008 at 09:33 AM

Mark’s comment is:

owowowowowowowowowowowowowowow

MY EYES!!!!!

On Nov.20.2008 at 12:05 AM

Menk’s comment is:

Wow, they went from being comfy and timeless (if a little meh) to being cheap early 90's fast food.

Wretched.

On Dec.11.2008 at 01:17 AM

Jordan’s comment is:

Both are ugly.

On Jan.06.2009 at 03:47 PM

Laura’s comment is:

I like the logo. Not all Super 8's are gross though you should see the one in Gas City Indiana they are one of the few that keeps everything up to date and its very clean. No complaints here.

On Mar.26.2009 at 10:19 AM

JeffT’s comment is:

Wow, Stereo Radiation's image is exactly what I was thinking. So much better. Thanks!

On May.05.2009 at 11:26 PM

P-Easy, K-Shizzeh [PenaltyKillah]’s comment is:

From the thirties to the eighties? That's not a 21st century facelift! Who designed this, some kid with WordArt?

On May.26.2009 at 12:58 AM

auric’s comment is:

It's paid for by the individual owners, so the shape thing is to get all the super8s on board, especially when travel is not bringing in the cash for this kind of corporate marketing requirement...
It happened right after super8 moved from under cendant to wyndhamworldwide so yeah, Blue Buddha, it actually is a new company moving in and trying to make a cheap sign change.
Super8 corporate spends a lot of money on nascar so while the priorities don't seem in order I think the logo looks good on the car.

This is old news but I was reminded because in another month all locations should have changed their signs yay! ;)

On May.26.2009 at 03:24 PM

VICK’s comment is:

as far as i concern wyndham group is bed and should recomanded any one to do business with them

On Nov.04.2009 at 10:28 AM

love 30 foster’s comment is:

think the sighn is cool beans

On Nov.28.2009 at 08:00 AM