After my Pepsi re-branding fiasco post, the new Holiday Inn mark follows suite. I just don’t believe a hotel brand should feel like an inexpensive shampoo label or days-marked-off-a-prison-cell-wall (at least it was only a three day stay). Scary to think there surely was a big brand strategy, hundreds of thousands of dollars and a significant brand bible behind this re-branding effort…
Tags: holiday inn re-branding, logo, mark
Posted in: Brand Atmospheres, Design
2 Responses to Turn back time
I think the type treatment is cheap, but I’ll tell you what I *do* like about it. The “H” mark, to me, looks like your grandmother or your uncle standing in a doorway with arms outstretched as wide as possible, ready to give you a big hug. This is achieved only through the use of the shadow, to make the white lines “stand off” the page, making you aware that they are bent backwards. That is the image I subliminally got into my head when I first saw this, and I think for a budget hotel it’s a good thing to invoke.
Thanks for that great observation Bobby. I just doubt that Holiday Inn’s target audience has the same creative vision that you have to see the same image in the letter ‘H’. I myself did not see that, yet I like the idea a lot, I am sure that was the agency’s concept that just drifted a bit away from the obvious, which I think it takes given the audience.
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