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New Logo for Comfort by Landor



Noted May. 4, 2018 by Armin

Industry / Hospitality Tags /


“The Comfort brand, franchised by Choice Hotels, has been trusted by travelers and hotel owners for more than 30 years. With Comfort Inn, Comfort Inn & Suites and Comfort Suites hotel properties nationwide, the Comfort brand family is ready to take care of guests everywhere they need to be. And with hundreds of newly renovated properties, Comfort is committed to helping guests feel refreshed and ready to take on the day, whether they are traveling for business or leisure. Comfort is the largest 100 percent smoke-free hotel brand in North America with more than 1,800 properties open and operating. At Comfort, complimentary amenities include a hot, hearty and healthy breakfast, free Wi-Fi, business center, and fitness center or swimming pool at most locations. Rested. Set. Go.® Because behind every great day is a great night.”

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Related links

Landor press release
Choice Hotels press release

Relevant quote
Building on existing brand equities, Landor moved away from the prior bright blue logo in favor of a digitally savvy identity that stands on its own. Together, the new visual identity, typography, signage, and look and feel reflect the Comfort brand’s positioning and brand promise: to help guests feel refreshed and ready to take on the day.

Nicknamed “the embrace,” Comfort’s logo literally portrays a “C” and establishes a strong sense of place, space, and belonging. The logo functions as a beacon; the interior of the identity evokes a sense of warmth that invites customers in. The logo is designed to evolve and adapt as the brand continues to expand around the world.

Landor press release

Images (opinion after)
New Logo for Comfort by Landor
New Logo for Comfort by Landor
Sign rendering.
New Logo for Comfort by Landor
Sign rendering.
New Logo for Comfort by Landor
Choice Hotels’ annual convention. Photo by Brand New reader Bart O’Dell’s good friend from high school.

The old logo was pretty bad but it’s been around for so long that it’s badness now passes unperceived. Just look at the curves in that sun, though. Blinding. The wordmark wasn’t terrible but it wasn’t… anything, really, it was just type that happened to be for a hotel. The new logo feels remarkably fresh and surprisingly exciting in a way I never would have expected a Comfort brand logo to feel like. The combination of orange, yellow, and white against the deep blue background is energetic and makes the dimension of the “C” stand out quite nicely. I like that the logo could still (very abstractly, sure) be read as a sun or a moon. The wordmark isn’t anything particularly interesting but it’s nice and on par with safe sans serifs. Overall, I like this a lot more than I would have ever expected to like a budget-esque hotel brand in the U.S..

Thanks to Bart O’Dell for the tip.

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