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New Logo for Choice Hotels



Noted Jul. 1, 2015 by Armin

Industry / Hospitality Tags /


(Est. 1939) “Choice Hotels International, Inc (NYSE: CHH) is one of the world’s largest lodging companies. With more than 6,300 hotels franchised in 35 countries and territories, we represent more than 500,000 rooms around the globe. As of December 31, 2014, 603 hotels were in our development pipeline. Our company’s Ascend Hotel Collection, Cambria hotels & suites, Comfort Inn, Comfort Suites, Sleep Inn, Quality, Clarion, MainStay Suites, Suburban Extended Stay Hotel, Econo Lodge and Rodeway Inn brands provide a spectrum of lodging choices to meet our guests’ needs. With more than 22 million members and counting, check out our Choice Privileges rewards program to see how you can reap the benefits of being a member of the Choice Hotels family.”

Design by

Agency of record: McCann Erickson (New York, NY)

Related links

Choice Hotels press release

Relevant quote
The refreshed brand positioning and new identity builds off of Choice Hotels' 75 year legacy as a gateway to a portfolio of brands. It also reflects the new direction and growth of the company as it realizes opportunities with business travelers across the portfolio, particularly in the upscale segment, and among millennials. "Our goal is to bring people together and welcome every guest, wherever their journey takes them," says Robert McDowell, Senior Vice President of Marketing and Distribution at Choice Hotels International. "We want to stand out and show people that we understand what truly matters to them. Travel is not only about the destination. It's about connecting with the people you are going to see there. Choosing to get out and go might not be the easiest option, but it's the right one."

Choice Hotels press release

Images (opinion after)
New Logo for Choice Hotels
Logo detail.
TV spot.

I never realized "Choice Hotels" was a thing. I'm familiar with all its hotels but if pressed for an answer I would have guessed they were all just cheaply independent places. The old was barely a logo, the kind of drawing companies often submit to the patent office to register a name but, unfortunately, this one looks like it was done very much on purpose to look crappy. The new logo is much better, even if it's like three different logos in one. First, there is the geometric "C" which is fine and the yellow parts of the "C" look like doors in an architectural drawing — given how close the rooms' doors are typically to the bathrooms' doors at hotels, this is a fairly accurate depiction. Then there is the flared serif wordmark, which is also decent, and then there is the HOTELS descriptor in a sans serif… also okay. But together? Not the best choice. Still, an improvement by default.

Thanks to C Alexander Brown for the tip.

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