(Est. 1967) “AccorHotels is a Group united by a shared passion for hospitality and driven by a shared promise to make everyone Feel Welcome. Over 180,000 women and men in 3,700 AccorHotels establishments look after thousands of guests every day in 92 countries.”
This ambition required a new identity and a new brand territory that reconciles corporate with commercial needs and impacts the entire range of stakeholders -- corporate, BtoB and BtoC -- without competing with each individual hotel brand territory. This identity consists of a statutory and balanced logo that demonstrates the company's leadership and robustness. More than ever, the Brent goose in flight is a powerful symbol of its constant attention to others. The brand territory extends around messages that add value to AccorHotels employees as the personification of the "Feel Welcome" positioning. The elegant artwork (Photograph : Alexis Armanet) plays a vital role by embodying an emblematic sense of service.
Images (opinion after)
The most interesting thing about this project is the name change from Accor to AccorHotels — despite the annoying decision to make it all one word with camel case. Most name changes and identity redesigns we see are to shorten the name, not make it longer. But I guess that Accor's hotels were getting more recognition than the parent brand and there was nothing tying them together other than a name and logo that looked more like an airline. The icon — a Bernache goose — remains but the Formula 1-like wordmark has been replaced with a much more normal sans serif that looks more serious and confident. Far from exciting but certainly acting like a parent brand. In application, they have added Dala Flada, which is a beautiful typeface but looks totally arbitrary here, and other than that everything is very straightforward. Overall, safe work, not necessarily inspiring.