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New Name and Logo for Marriott Bonvoy by Mother Design (Updated)



Noted Jan. 24, 2019 by Armin

Industry / Hospitality Tags /


(Est. 2019) “Marriott Bonvoy is the company’s new travel program built on the belief that travel enriches its members and the world around them. Launching in February 2019, Marriott Bonvoy replaces Marriott Rewards, The Ritz-Carlton Rewards and Starwood Preferred Guest (SPG). Comprised of a portfolio of extraordinary brands where you can earn and redeem, as well as offering approximately 120,000 destination tours and adventures on Marriott Bonvoy Moments, the travel program enables members to explore the world in pursuit of their passions. Under Marriott Bonvoy’s five Elite tiers, status is more achievable than ever.”

Design by

Mother Design

Related links

Marriott press release

Relevant quote
Represented by a simple, bold and modern logo, Marriott Bonvoy is welcoming and optimistic.

Marriott press release

Images (opinion after)
New Name and Logo for Marriott Bonvoy by Mother Design (Updated)
Logo animation.
Identity elements.
New Name and Logo for Marriott Bonvoy by Mother Design (Updated)
New Name and Logo for Marriott Bonvoy by Mother Design (Updated)
New Name and Logo for Marriott Bonvoy by Mother Design (Updated)
Photos of cool places with logo.
Program introduction.

Along with the tips I received there were a couple of links to stories — 1, 2 — that were very upset and baffled about the name, which I found kind of clever (the name, not the links). It took me a second to make the connection to “bon voyage” when I first saw it as it’s not an instinct to search for French words in names of U.S.-based companies. I agree that it’s a weird (more like unorthodox) name but it’s interesting. The biggest problem it has is that it’s not as prescriptive as the old names which, two of them, literally spelled out this was about rewards. The logo is fine for the most part… I’m not sure why the second “O” is underlined. I mean, I don’t dislike it visually but I want to read something into it. The video shows some promising usage of the “O” in peach color with a line that hints at traveling. Overall, I think this shows a little more ambition for a rewards program and trying to make it more of a brand of its own.

Update: New images have been added to the post. (Opinion not updated but if it were it would be a positive update.)

Thanks to Aaron Taylor for the tip.

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