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New Name, Logo, and Identity for AccorHotels by W&CIE



Noted Jun. 8, 2015 by Armin

Industry / Hospitality Tags /


(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.”

Design by

W&CIE (Paris)

Related links

W&CIE project page
Accor Hotels press release (PDF)

Relevant quote
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.

W&CIE project page

Images (opinion after)
New Name, Logo, and Identity for AccorHotels by W&CIE
Logo detail.
New Name, Logo, and Identity for AccorHotels by W&CIE
A few materials.
New Name, Logo, and Identity for AccorHotels by W&CIE
Covers of some sort.
New Name, Logo, and Identity for AccorHotels by W&CIE
Manifesto. Someone should let them know either about properly doing fully justified text or about the “Justify with last line aligned left” option.
Introduction to new name and identity.

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.

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