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[Update 10.30.07: Additional images of the new identity added at the end]
Let me start by saying this: I love Holiday Inns. As a kid, traveling to the U.S. from Mexico, it was with happy regularity that we stayed at one, whether we were in Texas, Florida or New York. Like his car purchases, my dad was never much for additional and extroverted fanciness (and cost) when it came to booking a hotel. Perhaps it’s my association with those early years of travel and discovery but there is something undeniably comforting about Holiday Inns. They are, by far, not the best hotels but, for the most part, you can count on good service, a clean bed, cable TV, air conditioning and — despite an attempted break-in into a room housing my mom, grandmother and aunt many decades ago in a San Antonio Holiday Inn that, later, made the news — a sense of security and familiarity that welcomes you as you are introduced to a new place, far from home. I may have inherited a penchant for mid-range priced hotels from my dad, as spending more than $300 for a room in which you are only going to sleep in seems preposterous. I am not cheap, by any means, I like me some fancy things as much as any other designer but, when it comes to hotels, Holiday Inn is, for better or worse, the expectation (of price, service, and amenities) that I measure every hotel against. And in my increasing affection for identity design created anytime before 1999, it is painfully nostalgic to see Holiday Inn’s fabulously odd script logo — just how awesome are those reverse italics? — check out.
However, for an increasingly vast empire of Holiday Inns around the world — 3,125 hotels and 942 in the works — with a decidedly outdated mark (regardless of its prettiness and peculiarity), drastic change was the only possible turn of events. Designed by Interbrand, the new logo is more energetic, festive, modern, swooshy, happy, vibrant, friendly, grabable, and many more adjectives that are triggered by the over designed icon — it simply has too much styling to it, or, for a more appropriate allegory, too many chocolates on the pillow. In its dimensionality, the H is paper thin yet has an inner shadow, it’s somehow bulging outward as derived from the shadow yet the H is not reciprocally bulged, and the green field has a slight bevel that, if the H were peeling off from it, it should have as well. It’s somewhat encouraging that some of the traits from the original H — extended crossbar to the left and right, inward curve of the right stem, and an overall angling — were intended to carry over into the new mark. The accompanying word mark, while beautifully drawn and well crafted, feels like it belongs on an amusement park ride, more than a global hotel chain; and as a way to bring it altogether, the word mark also features, again, that indispensable dark green bevel. And, in case, we had forgotten about how the new breed of logos operate nowadays, a green gradient adds the final touch.
This identity redesign is well justified by Holiday Inn’s bottom-up rethinking of their services, so a big signal of change was necessary — although, travelers may take notice when they step into the lobby and smell the change, “We’re creating a Holiday Inn scent,” said Andy Cosslett, IHG’s (owner of Holiday Inn) CEO, “It’s going to be very subliminal. You’re not going to walk in and find it hits you between the eyes. It’ll be very subtle.” New bedding, showerheads, and a new “Service Culture” dubbed Stay Real, will all contribute to the reinvigorated Holiday Inn experience that by 2010, and a combined $1 billion expenditure from all hotels, will be completed.
Looking at the resulting identity from a broader perspective it feels successful in the reboot of a massive brand. The new signs will literally pop, in their vivid green-ness, in the landscape and command attention as you drive by them. I can’t think of no other major hotel brand whose identity is so outright energetic (even if I’m reminded of Radisson’s identity) on such a large scale. Despite my reservations and sarcasm towards the new icon and typography, I think this a very appropriate change and, given the chain’s ubiquity, it will be ingrained in the consumer’s mind fairly quickly. I will have to experience this new bedding, showerhead and scent for myself if I am to maintain my hospitality pledge with Holiday Inn.
[I leave you with a nice, big, juicy shot of the logo]
[Additional images]
The new Holiday Inn Express logo.
[Credit: Vismedia +44 (0)20 7613 2555]
New lobby.
[Credit: Vismedia +44 (0)20 7613 2555]
Andy Cosslett at the Dallas Conference where IHG announced the launch.
[Credit: Vismedia +44 (0)20 7613 2555]
Andy Cosslett at the Dallas Conference where IHG announced the launch.
[Credit: Vismedia +44 (0)20 7613 2555]
Jump to Most Recent Comment
Jonathan Hoefler’s comment is:
And another one bites the dust. Nostalgic Me is sad to see such a marvelous piece of Americana tossed out in favor of something bland and perishable, and Commercial Me is dumbstruck that what was literally the signature of the institution has been done away with, without reason.
I wonder when history will start to regard ours as an age of typographic genocide. Dinner the first night at AIGA Denver, where I sat with five other speakers and our host, a conversation broke out about "the new awful logo for ____" -- I really have forgotten who it was. I asked the table if they could think of any recent overhauls of venerable brands that they didn't hate, and two people piped up, "sure!" But they couldn't remember which ones. You know things are bad when graphic designers can't remember the logo.
On Oct.27.2007 at 12:35 PM
Mark’s comment is:
It's so........beautiful!!
dang, it's so well nicely done, that I can't find anything wrong with the new logo.
It's almost...perfect!
what is that awesome typeface? it looks so nice!
makes the old one look boring.
On Oct.27.2007 at 01:05 PM
felix’s comment is:
I dig it.
They lost the ubiquitous "Hotels - Resorts" or Hotels & Suites, and the green strategy will play well/ to their favor. The type is rather nice too.
The probelm will come in integration. Will their franchise owners, like Dunkin's decide to stick to their roots? My bets for Omaha are wagering yes.
On Oct.27.2007 at 01:19 PM
danny’s comment is:
I love the new logo as an identity. It has this nostalgic cross-america 1950's traveler feel. Like somewhere Doris Day & Rock Hudson would stay traveling outside Manhattan.
BUT i agree with Jonathan. In our ever more brand obessesed culture, there's something that seems to be lost in translation these days. The history and iconography of an "institution" virtually disappears these days when its rebranded. Look at Payless if you don't believe me.
While I understand that every brand can't wait it out until they are hip by default, i.e. Dunkin Donuts, its sad to see any empire crumble, even if its a visual one.
Doug’s comment is:
The problem comes with upper management wanting to put their 'mark' on a brand during their tenure. I firmly believe that selfishness by individuals and management groups are driving many of the identity changes in the American marketplace these days.
Dumping years of brand equity is not great business - overhaul the SERVICE or PRODUCT and allow the brand to be associated with that.
On Oct.27.2007 at 02:23 PM
Anonymous’s comment is:
It's different, but it's similar enough to actually work. Great job.
On Oct.27.2007 at 02:31 PM
J. Shamblin’s comment is:
I'm not much of a designer and I don't favor Holiday Inn, but if I saw this image, I might stay a night to find out what it's all about. I really like this logo.
On Oct.27.2007 at 02:58 PM
Anonymous’s comment is:
I think they made a wrong turn at Albuquerque.
On Oct.27.2007 at 03:02 PM
Original Holiday Inn’s comment is:
Jeff’s comment is:
I agree completely with what Doug and Jonathan have already stated so eloquently.
"Typographic genocide" indeed.
On Oct.27.2007 at 03:44 PM
Scott Stowell’s comment is:
You have got to be kidding me. Is this an early April Fool's post?
However, for an increasingly vast empire of Holiday Inns around the world — 3,125 hotels and 942 in the works — with a decidedly outdated mark (regardless of its prettiness and peculiarity), drastic change was the only possible turn of events.
Why?
On Oct.27.2007 at 03:51 PM
Armin’s comment is:
Scott, I don't make the rules. I just watch businesses make them.
On Oct.27.2007 at 04:29 PM
Guido’s comment is:
As somebody from Europe who never has seen the brand or the hotels so far yet at all, the first ones would never make me want to stay. I appreciate that many of you associate tradition and nostalgia with the old logo, but that's what it smells like to me, who never has seen it before: Like old people's homes (nothing against old people of course), dusty rooms and too many tasteless flowers on the receptionist's desk. Quite unlike the new one.
On Oct.27.2007 at 04:41 PM
Scott Stowell’s comment is:
Scott, I don't make the rules. I just watch businesses make them.
True, but I really do want to know why anyone would think the original script (not the most recent mark, which was a mess) wouldn't work. So they have 3,125 hotels with 942 new ones opening--why was "drastic change" the "only possible turn of events?"
The original Holiday Inn script looked nice, had built up tons of equity, and was proprietary and unique. If that's not good enough, then shouldn't Coca-Cola and General Electric dump their 19th-century marks and keep rotating in new ones every few years?
On Oct.27.2007 at 06:46 PM
Von Glitschka’s comment is:
I think this was pulled off nicely. Looks elegant. Should translate well in signage too with the extruded "H" and all.
The old "H" always came across as a wonky pie symbol to me.
This mark kicks butt on all the half ass "Comfort Inn", "Quality Inn" etc. dover clip-art brandings dotting the interstates like a visual scourge.
On Oct.27.2007 at 07:03 PM
Armin’s comment is:
Scott, you are asking me as if it were my fault or as if I were perpetrating the crime. The reality is that anything big and growing THAT IS NOT COCA-COLA OR NIKE – we should all really stop comparing everything to those two, they are the exceptions to the rule – will eventually change for X or Y reason, regardless of the niceties of any given logo. No one, with a title beginning with Chief, likes old dusty relics in their closet, especially if they are not theirs.
On Oct.27.2007 at 07:48 PM
Tyler’s comment is:
The rebrand looks more like an eco-friendly grocery store logo. I understand people want to have a sterile and clean place to sleep at night, but this logo says freshly mopped, bleached floor sterile to me.
On Oct.27.2007 at 09:02 PM
Danny Tanner’s comment is:
Im reminded of the old Host Marriot logo
Juggling jason’s comment is:
I'm glad to see this. I won't pronounce myself on the type but the graphic is a nice overhaul in that it contains more iconic value and in this designer's opinion becomes much more instant and memorable. There is way too much "stuff" in it, shadow, bevel, gradient - I say pick one dammit! - but the graphic is strong enough to survive that trend. It is a trend isn't it? Oh God please let it be a trend!
On Oct.27.2007 at 11:20 PM
Matthew Moore’s comment is:
ugh. I appreciate Interbrand sticking with a somewhat-wacky italics... but man, the old type will ALWAYS be associated with Holiday Inn. I can't stand how CEOs swoop into a job, want to make some changes that people will notice, hire a marketing agency and change the brand just to have an impact... it makes me sick. While the last logo wasn't anything to get too excited about, they really could have kept the unique type, updated it and solidified an already universally strong identity.
Oh well... maybe after a few years the next CEO will want to bring the old mark back.
On Oct.28.2007 at 02:16 AM
Vincent’s comment is:
I really like the mark and the type. It manages to be unique — that little dewdrop shape in the Y, for instance — and still somehow carries some of the flavor of the original.
I do lament the original's passing, though. The new logo, compared to the original script, looks sort of...neutered. The original had tons of quirky personality; the new is beautiful and memorable, but vapid by comparison.
On Oct.28.2007 at 04:34 AM
brian’s comment is:
Whats with the wide kerning in the type, kills it for me.
On Oct.28.2007 at 05:24 AM
Andrew Boardman’s comment is:
I don't know. If this was a new branding assignment for an older agency like Interbrand, I'd say this was a success. The typography, though flawed, is quite lovely, though the large H itself needs to help itself out a little; in fact, it looks like it's struggling with itself (like a restraining outfit in an insane asylum) as Armin hints at.
But I also agree with Jonathan above and I worry deeply about the homogenization of visual culture that is occuring more rapidly right now. I'm sure that a future political observer will be able to piece this better together, but I'm wondering if this obsession with gradients, shadows, bright colors and fun is a shiny coat of armor clad on the inadequacies of our own reality.
More to the point, I do think that Interbrand could have kept more of the integrity of the legacy branding, including some of the color and strong type.
On Oct.28.2007 at 11:24 AM
Niki’s comment is:
Wow, I feel like I'm living in bizarro world reading the positive comments. Perhaps my sadness stems from nostalgia, but really - this looks SO generic to me!
On Oct.28.2007 at 04:05 PM
Anon’s comment is:
Funny. I have the exact opposite experiences as Armin in regards to staying at Holiday Inns. I have yet to stay at one that isn't a dump.
As for the logo....meh. The H, which is all that will be visible from a freeway, means Holiday Inn has to reclaim the letter from a marketing standpoint and recondition the traveling public accordingly.
Good luck.
On Oct.28.2007 at 04:47 PM
Scott Stowell’s comment is:
Scott, you are asking me as if it were my fault or as if I were perpetrating the crime.
Not at all! Beyond being mystified by this redesign (and any positive reaction to it), I was just questioning your original comment that this redesign was the "only possible turn of events." I personally cannot for the life of me understand why the classic script could no longer be used, or why someone would choose not to use it. I would love to find out!
I'm sure there was a point years ago when Coca-Cola thought about tossing out the Spencerian script altogether, but they didn't. That's what eventually led us to today, when that script is so powerful that no one would ever consider getting rid of it. And so could Holiday Inn have done, if they had thought a bit beyond the usual housecleaning impulse.
The only reason the original script looks "old" is that it was never used in any way that emphasized its strengths while existing in a contemporary context. The Coke and GE logos don't look "old," they just look like the Coke and GE logos. A historical moment is made up of the things that exist within it, whether they existed previously or not.
My vote always goes for the pretty and peculiar over the simply new (or old), since the simply new will soon become simply old and need to be replaced again. But that's what keeps these consultants in business and the executives from realizing they are only treading water--tossing out the old, bringing in the new, and then commissioning a report about what went wrong.
On Oct.28.2007 at 06:34 PM
Pedro’s comment is:
Agree, Holiday Inn is on the right track, trying to rethink their positioning and making their brand relevant to todays consumers. But from a pure identity view, this logo is awful, Its so generic like a private label cereal box.
I guess you can say that about the W hotel logo too, so I'll keep my mouth shut and see how the new Holiday Inn identity is rolled out. If the care and thoughtfulness that went into the W is realized in Hoiliday Inn (of course in a design for masses kinda way) it woud be a success, but if this hotel merely does a cheap plastic face lift, it fails.
But agian, from a pure identity POV, this is so wrong.
On Oct.28.2007 at 08:58 PM
Frank’s comment is:
Agree with everything that Scott said.Plus Anon has a point too - the overemphasizing of the "H" while letting the famous typeface go completely means they will have to spend tons of time, money and effort to recondition the public and make it *their* "H".
Sure that's often the challenge with rebranding but here they dropped a type treatment that could compete with Nike and Coke in terms of brand recognition.And i as well can't see why it was the only possible turn of events.
Not at all.
On Oct.28.2007 at 09:13 PM
Michael Bierut’s comment is:
It all started going downhill for me in 1982, when they decided to phase out The Great Sign. Yes, that's what they actually called it, and for good reason. And now, in its place, we have some f*cking Photoshop effects. Sigh.
On Oct.28.2007 at 10:37 PM
Andy’s comment is:
does the H shadow look weird to anyone else?
On Oct.28.2007 at 10:59 PM
Danny Tanner’s comment is:
Scott:
You asked "I personally cannot for the life of me understand why the classic script could no longer be used, or why someone would choose not to use it. I would love to find out!"
While I had no involvement in this project, I have encountered similar issues. From my experience, here's probably what happened:
When a client requests a rebrand from a large consultancy, it involves a repositioning stage, where market assessments are made, strategy is developed, and an organization's personality is established, etc. From this, specific design directions are defined, often without the involvement of a design team. The front-end is done, the brief is written, and the deliverables are defined.
This total package that the consultancy offers (defined within deliverables before any real design investigations have begun) includes signature development. For an organization like Holiday Inn, and a consultancy like Interbrand, that's big bucks. It can be difficult for a consultancy not to advocate for a full design overhaul, unless somehow objective testing has established that current visual identity elements truly have valuable equity. Often this step is skipped unless requested by the client. It usually takes gutsy designers who speak up to create an atmosphere conducive to salvaging good stuff. These gutsy designers also have be great salesman. They then have to go into a meeting and tell the client they won't be getting a new logo. At the same time, they have to convince the client this is the right decision, to still pay the consultancy in full, and that the consultancy's services are still valuable. When a client hears this, it is already half way through the rebranding process, and their first reaction is to freak-out. What will they tell their superiors? They paid a company to tell them to keep what they already had? What a giant waste of money! Often, the only way to overcome this is to sell another drastic graphic change to the client, a time when the client expects to see new logos. As you mentioned, a new look or brand image could be achieved through different types of signature usage. They could have simply freshened up the green and done something more contemporary with the signature (crop it, use it large, repeat it, etc.), something to signal change, freshness, cleanliness, comfort. If the consultancy can go into a meeting with variations of these concepts, visually represented on multiple applications, the designers have a chance.
The bottom line is that organizations like to make new logos. It looks good to prospective clients, it makes the organization feel all warm inside, and it makes the a client/new CEO feel like they've made a difference.
I'd guess the intended rebrand was to position Holiday Inn as a more modern, sleek, hi-tech, hotel-like destination, possibly targeting more business travelers (i.e. Holiday Inn express). Smarter, Happier, Cleaner, more Comfortable. The choice to drop the script seems to have been an effort to separate themselves form their retro, post WWII heritage. Holiday Inn originated in the golden age of motels, a time when America was in love with the interstate, and motels were dirty and unreliable. Their wonderful script signature (used as it had) is a constant reminder of that era, of what motels had been.
As far as mainstream america goes, everyone wants to sleep on a clean new bed, not on an old, dusty, mattress.
On Oct.28.2007 at 11:19 PM
Jeff’s comment is:
Hey, this could go either direction for me.
- sucks to see something tried and true go
+ its similar to the old, but a fresh spin :\
On Oct.29.2007 at 05:37 AM
andrew miller’s comment is:
I agree with some of you. The quirky script does have some equity and evokes some nostalgia in me as well, but you can't compare it to Nike and Coke.
As proved by Guido's comment, Holiday Inn isn't nearly as familiar to the global market as Nike or Coke (especially Coke). And if I'm not mistaken, IHG's goal is to be more globally marketable, and more appealing to business travelers.
So, I'm torn. On one hand, the new logo, however necessary, feels a little too disconnected for me. I would've liked a simplified version of the old script, but that never would've flown.
So on the other hand, given the circumstances, it is better than the most recent logo, is well drawn, and has the potential to evolve from this trendy/gradient-heavy version we see here.
On Oct.29.2007 at 08:35 AM
Nick’s comment is:
huge let down by interbrand....thought they would at least keep the nostalgic script...I feel like this world is getting lost in gradients...especially this logo
On Oct.29.2007 at 08:47 AM
Keith’s comment is:
I think Armin's fondness for the original logo based on personal history and experience shows how much other things -- besides the logo -- play into our feelings about a brand. I posted a similar personal story regarding the Days Inn logo redesign. The Days Inn logo was not great before, but because of happy childhood associations, I was sad to see it change. In the end, logo design is only part of the equation.
On Oct.29.2007 at 09:32 AM
C-Lo’s comment is:
Wow Felix, that picture was OLD SCHOOL Atlantic City ( my town growing up. ) Thankfully they did update the sign, but if my memory serves me right It is still the old letters, and not the "4 squares" Logo.
As for the Holiday Inn logo, I don't know it doesn't have a lot of "oomph" to me. Yes the letters are nice, but I have seen the Generic letter-logo in a box with shading and a slick font under so many times I am desensitized(SP?) to it. I liked the sign look. It gave the wording a little sense of depth to it. Now this logo does work and has some great qualities, I guess i am in the hate to see it go boat. But hey I guess the only constant is change.
On Oct.29.2007 at 09:52 AM
darrel’s comment is:
Very bland looks-like-every-discount-hotel-rebranding-of-the-past-half-decade style
On Oct.29.2007 at 11:38 AM
BlueStreak’s comment is:
>It all started going downhill for me in 1982, when they decided to phase out The Great Sign.
I've heard from many old-school signmakers here in Memphis that "The Great Sign" was designed by the founder's wife, Dorothy in the early 1950s.
The downhill slide is a long story involving way too many overpaid MBAs trying to justify their six and seven figure incomes.
On Oct.29.2007 at 11:41 AM
damon’s comment is:
I find it odd that the glyph H and the H in the wordmark aren't the same.
they're similar enough to make you wonder why they didn't try and use the same letter form.
you could easily have done that H in the wordmark, and then for the glyph added some depth to it by utilizing the shadow treatment that makes it look curved.
On Oct.29.2007 at 11:42 AM
Pat Broderick’s comment is:
Putting aside my own nostalgic predilection for the old logotype, it really bugs me that in the new logo the H in the green box is different than the H in "Holiday." They're similar but just different enough to look mismatched.
On Oct.29.2007 at 11:48 AM
Pat Broderick’s comment is:
Great minds think alike, some of them are slightly slower at typing :)
On Oct.29.2007 at 11:49 AM
damon’s comment is:
haha, nice!
:)
On Oct.29.2007 at 12:43 PM
Jenny’s comment is:
I think it was high time for a logo update. However, I feel that the update is incredibly misguided. The 'Web 2.0' feel makes it feel cold and sterile, not really a sign of comfort like you would hope to feel for a hotel brand.
Other Points:
The tiny bevel will get lost in every scenario.
The drop shadow is poorly set, the curve makes it feel like an accident.
The 'close-to-original' H is fairly nice, with the exception of the unrestrained gradient running through the center.
The gradient is too slight to be worthwhile (Unlike the new UPS logo).
I actually don't mind the new typeface. It resembles the original logotype, with a nice refresh.
All-in-all, if I were an instructor, I'd give it an A-. However, this is a professional logo. D+
On Oct.29.2007 at 01:52 PM
Patrick’s comment is:
It looks like a grocery store logo.
On Oct.29.2007 at 02:03 PM
Randy Hill’s comment is:
I really wish they would have taken the old logo and just updated it a bit. I mean, really, the old logo has been burned into the minds of so many millions of people. Why spoil with such a generic looking mark? I don't hate it, but I sure don't love it.
On Oct.29.2007 at 02:28 PM
Nand’s comment is:
I just vomitted in my mouth a little bit. this logo is wrong.
On Oct.29.2007 at 03:19 PM
disgruntled designer’s comment is:
are you people on crack? that new thing sucks so tremendously that the only thing that is more disturbing are all of the positive responses about how good it is. to the person that mentioned being in a bizarro world, you are in deed correct. they could have easily just kept the scripty type and played with the nostalgic essence of the logo by maybe incorporating a bug of some sort... a sunburst or something kind of period of the original logo.
drop shadows for-e-ver. identity design is dead, and this logo will die fairly quickly. hopefully.
On Oct.29.2007 at 03:22 PM
disgruntled designer’s comment is:
ps: the thing i hate the most, besides the mark not matching the type, is the "y". y?
On Oct.29.2007 at 03:24 PM
Nick Fruhling’s comment is:
I was trying to think of something poignant and well-educated to say, but I think I'll go with my first thought:
Nooooooooooooooooooooooooo!
On Oct.29.2007 at 03:27 PM
Mark’s comment is:
Whats with all the negativity, yeah sure the old one was familiar and stuff, but please, IT WAS BORING!
Don't you think seeing the same dang logo for a hotel for the last oh last 50 years gets boring?, yes.
Also the company has changed, THEY'RE INTERNATIONAL NOW, not just located in America.
sorry to break your bubble, but it's not the 1950s anymore, it's 2007!
On Oct.29.2007 at 03:52 PM
Jenny’s comment is:
I'm guessing Mark is the designer.... Only reason I can think someone would love this logo that much
On Oct.29.2007 at 04:00 PM
Jenny’s comment is:
I'm guessing Mark is the designer.... Only reason I can think someone would love this logo that much
On Oct.29.2007 at 04:01 PM
Steph Doyle’s comment is:
Rather it be 1950 or 2007, design well thought out and executed is timeless and requires very little alteration to keep it fresh. The CBS logo immediately comes to mind in this context.
The typeface from the original sign, to me, is timeless, warm, and inviting. It should have been spared and used in the re-design. The bowed "H" mark, in my opionion, doesn't convey any meaning to me that would relate to hotel or travel. It looks more like something representing Household Finance Corp. (HFC).
I have to agree with Michael Beirut's comment, the original design was/is timeless.
On Oct.29.2007 at 04:21 PM
Mark’s comment is:
Me, the designer?
puh-leeze
I can 100% say for sure I was no way involved in making this logo, heck I don't even know how they started out in making this logo.
I just like this logo, it's much more decent than previous new logos I've seen (*cough* At&t *cough*)
It's just sometimes all the negativity gets old and redundant. sometimes.
Chad K’s comment is:
I actually like it. I think it might be more fitting on a shampoo bottle but its a far improvement over the old one (nostalgia aside). I think the dimensionality is not totally refined but the intention is appreciated as something different and unexpected.
On Oct.29.2007 at 04:32 PM
Paul’s comment is:
The messed-up shadow really annoys me. Other than that, not bad.
On Oct.29.2007 at 04:51 PM
Joe Moran’s comment is:
Had nothing better to do for the last 30 minutes: a humble concept.
And have you all seen the movie?
H -- A!
VR/
On Oct.29.2007 at 08:50 PM
Danny Tanner’s comment is:
The name Holiday Inn was given to the original hotel by his architect Eddie Bluestein as a joke, in reference to the Bing Crosby movie.
On Oct.30.2007 at 12:02 AM
brd’s comment is:
I like that stretching H! It's about to lie down on those new clean sheets.
On Oct.30.2007 at 06:50 AM
Armin’s comment is:
I just added a few more images of the identity that I just got access to.
On Oct.30.2007 at 08:55 AM
Jonathan Hoefler’s comment is:
Danny:
"Scott: While I had no involvement in this project, I have encountered similar issues. From my experience, here's probably what happened"
From your experience, perhaps you don't know who Scott is. I feel fairly certain that he doesn't need your platitudes.
There are at least three people in this discussion who are practicing designers of considerable experience. Perhaps it's worth giving their insights a little weight? Otherwise, this is destined to be nothing more than a tally of those who think the logo sucks versus those who think it's awesome, and frankly that's not interesting.
On Oct.30.2007 at 09:06 AM
Blake’s comment is:
Meeehhhh....
On Oct.30.2007 at 09:14 AM
EnergonCube’s comment is:
Well executed. Modern. Swooshy. Slightly bland. It will really stand out on road signs.
On Oct.30.2007 at 09:46 AM
felix’s comment is:
after speaking with one of my contacts (yes, the at&t guy) at Interbrand NY i have come to understand this was actually designed out of their London office!
hah. London on Holiday...
On Oct.30.2007 at 11:19 AM
Mark’s comment is:
I don't like the road signs are handled the look a bit too similar to all the other road signs out there.
It just ruins the white space made by the shapes of the H, It'd prefer it were on a white background which really shows it off.
I'd also like to see some sort of modernized version of the famous arrow, possibly in green, as a nod to the past.
(they owned that arrow!)
oh well we don't always get what we want.
On Oct.30.2007 at 03:55 PM
Mark ’s comment is:
(edited version, I made a few errors.)
I don't like how the road signs are handled they look a bit too similar to all the other hotel road signs out there.
It just ruins the white space made by the shapes of the H, It'd prefer it were on a white background which really shows it off.
I'd also like to see some sort of modernized version of the famous arrow, possibly in green, as a nod to the past.
(they owned that arrow!)
oh well we don't always get what we want.
On Oct.30.2007 at 03:57 PM
hmm’s comment is:
Jonathon Hoefler, shame on you for that sanctimonious response. And, I might add, way to stop a conversation. I wasn't required to post my resumé before posting my comment. Just because I didn't brand Bravo doesn't mean I haven't made a very fine living in design for twenty years. To me, that means I have considerable experience, and I'm guessing that there are more than three people in this discussion have considerable experience by my definition.
On Oct.30.2007 at 04:18 PM
Jonathan Hoefler’s comment is:
I'm not being sanctimonious. I thought Danny's post was condescending, and I called him on it.
On Oct.30.2007 at 05:04 PM
hmm’s comment is:
"There are at least three people in this discussion who are practicing designers of considerable experience. Perhaps it's worth giving their insights a little weight?"
That came off as sounding a little condescending to me. If I interpreted it incorrectly, then I do apologize. Again, I consider myself as being a practicing designer of considerable experience. I just don't have a name that people would recognize.
And so ends my rant.
On Oct.30.2007 at 05:35 PM
Danny Tanner’s comment is:
Jonathon:
My apologies. It wasn't my intention to be condescending. I know and respect Scott's work. When I said "from my experience," I meant my personal experience, not superior experience.
It was neither my intention to send a personal message to Scott in this forum (from his work and professional experiences, it's obvious he has extensive knowledge on this subject), but rather to continue a public discussion on a point Scott made. Perhaps, I should have prefaced my statement differently to make this more clear.
In the future I will choose my words more carefully. Thank you for pointing this out as I was unaware of this quality within my writing.
On Oct.30.2007 at 06:05 PM
Ben Weeks’s comment is:
haha, well said Jonathan. It's a meritocracy.
On Oct.30.2007 at 06:29 PM
Mike’s comment is:
This specific sign was always my association with Holiday Inn as a kid. And if that wasn't enough, they also had that huge 2 story sign on top of the building of the reverse italics. Awesome. Sad to see it go. 
Scott Stowell’s comment is:
Otherwise, this is destined to be nothing more than a tally of those who think the logo sucks versus those who think it's awesome, and frankly that's not interesting.
Well, I think it sucks!
We now re-join our regularly scheduled logo discussion, already in progress.
On Oct.31.2007 at 03:39 PM
Steven Clark’s comment is:
What a shame. Their new roadside signage looks like a gas station.
On Oct.31.2007 at 07:00 PM
Fatknuckle’s comment is:
– Draw a box
– Put your glyph in that box
– Make the client open the box
zedzedeye’s comment is:
David Weik’s comment is:
My gut reaction was that this was a solid, if a bit vanilla, refresh. The logotype in particular I think is quite nice, with its clean, sturdy, parallel lines, considered letter-forms and radiused terminals (I'm guessing no coincidence that the italics are now lunging forward, not looking back). And, out of the corner of your eye, at 65mph, I'd bet it could provide a decent facsimile for the original.
Then I read the comments. Wow, GE; proof that it can be done! I suspect it has something to do with the mark's graphic flatness and color palette. It wouldn't feel altogether out-of-place on a Takashi Murakami designed Louis Vuitton handbag! And, of course, the almost Swiss modernity of the GE corporate typeface isn't hurting anything.
It's surprising to me, though, that a brand so focused on innovation can coexist with such an old mark. However, it does seem to work (or be working). Now, Coca-Cola on the other hand, is a bit less surprising. I can see real tangible benefits to the idealization of the 1950's that the Coca-Cola script conjures up. It's a lovemark(™?) and perhaps that's a benefit that GE sees as well; innovation and technology (not to mention financial services) can be cold and scary after-all, so why not soften the blow with a little old-timey comfort – wouldn't you just love to see the briefs on some of these!?
But, if there's one thing I've learned in this business, it's to trust your gut. And for me, the clincher is in the image of the concierge at the front desk. Look at what Holiday Inn is doing here. This is a holistic endeavor, that reaches far beyond a logo. This place looks like the Westin! They aren't trying to capitalize on any blissful reminiscence. Can you really picture anything even resembling that old Dean Martin two-martini-lunch of a logo on that wall behind the concierge? I'm not saying that less of a departure from the original wasn't possible, but it certainly would've presented a significant challenge, and one, I suspect, was thoroughly explored. Ultimately, this appears to be a well considered business decision, and that decision is what drives the design.
On Nov.01.2007 at 06:35 PM
DJ Min’s comment is:
I didn't get it when I was reading all the praises in peoples comments although scrolling down, I saw more balanced opinions about the new identity. I am not so excited about the gradient/3d effects. At the same time, I think I have to give myself some time to get familiarized with the new identity in order to give a fairer criticism.
On Nov.06.2007 at 03:55 PM
Karen Li’s comment is:
I think the "H" inside the square it's a bit too repetitive. If it was to make as a icon or a symbol, i think it should be more iconic.
On Nov.08.2007 at 10:45 PM
Bigjerk’s comment is:
Reminds me of the tick marks you make in your prison cell as you cross of one, two, three, four, five days in solitary confinement...and that exactly what you want your hotel chain identity to project.
On Nov.09.2007 at 11:46 AM
ExpressMgr14’s comment is:
It is exactly what IHG needed to do. I love it.
On Nov.09.2007 at 03:05 PM
amf’s comment is:
wow. taking something that is so iconic and changing it into something that..well won't be. why any company would do that is beyond me. not that the new logo is bad per se... like someone commented earlier, "another one bites the dust".
On Nov.13.2007 at 02:30 PM
Snapperhead’s comment is:
It's HORRIBLE!!!! My eight-year old could design something better on her computer.
I absolutely DESPISE this "fresh new look!" WHAT ARE YOU THINKING Holiday Inn??? It was bad enough when you abandoned the classic "great sign" in 1982, but now you want to cut all ties to the Kemmons Wilson Era and eliminate the ubiquitous "Holiday Inn" script logo! Imagine for a moment if Coca-Cola decided to do the same thing with their logo! This makes no sense at all.
I am convinced that the present day managers at Holiday Inn have no clue of how to maintain the superlative image of the hotel chain that Mr. Wilson so successfully pioneered. Rather than lead they follow others like Choice Hotels, Red Roof Inn, etc., who have already made their own signage changes.
The reason no one looks considers a favorite brand nowadays is because they're all alike. Can you think of any brand that stands out from the others? It's impossible! None of them wants to take a chance and be different. I guarantee you if Howard Johnsons took the blue prints from an old motor lodge with the orange roof and built a new one that people would flock to it.
So, my vote for the "new" sign is a resounding NO!
On Nov.15.2007 at 10:03 AM
kara’s comment is:
The old brandmark had personality and charm. The new brandmark is terrible. It is generic and forgettable.
On Nov.28.2007 at 09:06 PM
Molly O'Poverty’s comment is:
I, for one, hate it. It's not iconic or identifiable by the "H" alone. Steven Clark’s comment is right-on; it reminds me of a gas station, too, particularly a British one for some odd reason. Also reminiscent of H&R Block's green square.
On Nov.29.2007 at 04:53 PM
Molly O'Poverty’s comment is:
And the hotel lobby pic make it look like some telecom conference stage show.
On Nov.29.2007 at 04:54 PM
Gitgan’s comment is:
If this were a new hotel then this would be great, it does seem fresh & clean. But this is Holiday Inn - by all means an American icon. To mess with this is just sad. It's a tough thing being a designer and seeing all this stuff and the ache that it creates when you see something that has survived decades get "freshened up." The general public just shrugs and says "Oh, Holiday Inn changed their logo…" if they have any reaction at all.
At the same time as designers I would think that we'd all love to have the opportunity to work on a brandmark like Holiday Inn and make it fresh and updated - in this case though, the company and the designer made the wrong choice.
On Dec.07.2007 at 02:36 PM
wonder woman’s comment is:
I have yet to see one Holiday Inn that is using this, and interesting enought IHG isn't even using the new logo on their website. Maybe the sign will get a few new guests to try them out, but doubtful if they will return - misguided attempt to get the GenX and Y to stay at this brand, service - Starbucks - location - value - WI-FI will get them to return.
On Jan.03.2008 at 11:34 PM
John L. Hoh, Jr.’s comment is:
Why didn't Holiday Inn just bring back the garish multi-bulb signs. Oh, yeah, the envrio-wackos would be upset. They could have used the initials of Holiday Inn--nothings says welcome better than "HI" or "hi".
On Jan.10.2008 at 06:33 PM
Mark’s comment is:
Why didn't Holiday Inn just bring back the garish multi-bulb signs. Oh, yeah, the envrio-wackos would be upset. They could have used the initials of Holiday Inn--nothings says welcome better than "HI" or "hi".
lost opportunity, sigh.
After looking at the new one I realize although it looks nice it looks,kinda........boring.
I miss the reversed italics.
On Jan.11.2008 at 11:34 AM
Ronald Minks’s comment is:
Snapperhead is RIGHT! The new logo is Horrible. Kemmon Wilson is probably turning over in his grave with what those folks have done to his company.
The original logo which was designed by Bill Morris of Memphis was Beautiful script. I know he would be upset with the changes. But Holiday Inn is not known for making sound business decisions since it left Memphis
Lester’s comment is:
You're not fully clean unless you're Holiday Inn-fully clean.
On Feb.27.2008 at 05:42 PM
bettencourt’s comment is:
I just don't know where to begin, this is terrible. This new signage looks like a cheap, lazy, low rent, after thought. It has no punch, nothing, it's just garbage. Temporary would be a good description, as in: we're Holiday Inn until next month when we become a Doubletree. The Holiday Inn Express sign looks beyond cheap. I am totally disgusted. Shame on you Mr. Cosslett, the original Holiday Inn script WAS the brand.
On Mar.06.2008 at 07:35 PM
AnonyMouse’s comment is:
I have yet to see one Holiday Inn that is using this, and interesting enought IHG isn't even using the new logo on their website.
WW: I'm fairly sure there's a roll-out strategy invovled with the new identity. You'll start seeing them by 2009, I am positive.
On Mar.18.2008 at 11:07 AM
Sherry_Hughes’s comment is:
I am somewhat confused by this change. The present 'original' Holiday Inn script is identifiable around the world in any language and is very unique. Why change it to this new script? And what is with the BIG white 'H'? Looks like a sign you would see at the entrance to a trailer park. Honestly, what moron designed this? IHG, get your money back.
On Apr.01.2008 at 10:55 PM
Carolyn Dodmann’s comment is:
I hate this new signage. I don't really know why, I just do. It makes me feel sad and empty.
On Apr.19.2008 at 01:26 AM
M Singh’s comment is:
reading some of these ridiculous posts on this site for the new brand expressions... I own holiday inns all over the US, and for some of you guys to say the new hallmarks "suck" and are "disgusting" is bewildering... you guys liked the old 1970's look with the italic holiday inn signage.. well guys were not in the 70s anymore, you change with time, become more modernized, if you guys dont like change, and new refreshing looks, return those new 50 inch lcds hanging in your living rooms and replace them with the 400 pound boxes... you want traditional, try that route.
On Apr.28.2008 at 04:03 AM
Gentleman Agitator’s comment is:
I just saw a brand new commerical the other night for Holiday Inn (May '08) It still featured, thank goodness, old wordmark logo. Does anyone know if the new, lame mark has been discarded due to less than postive feedback? We can only hope.
P.S. To: M Singh
I am not a graphic design professional like many on this site. I am a loyal Holiday Inn customer. I have been because I fell in love with the wonderful "great sign" and the wordmark and the service it stood for when I was a child. While I am all for improvements in the HI experience, I have no confidence in it anymore with the new signage. I agree with many here. It is really bad.
By the way, have you seen the LCD Westinghouse televison sets? The company that makes them is not Westinghouse, but a company in Korea I believe who bought the rights to use the classic "W" logo; I assume because they know the confidence that mark instills amongst consumers. Too bad IHG corporate does not understand that.
On May.07.2008 at 09:48 PM
oxit’s comment is:
Say with me, kids: glob-al-i-za-tion.
He-he-he. It's sooo funny to see you guys falling prey to that same cultural sterilization pattern that your folks have spread worlwide.
Americana? Bah. Well, you can always buy a ticket to Havana, hire a gorgeous '59 Plymouth cab, find a nice hilltop and gaze at the Florida shore on the remote, misty horizon.
On May.23.2008 at 08:17 PM
Anonymous’s comment is:
I love the new logo, but not too sure why you have 5 square box?
On May.27.2008 at 04:48 PM
mooshy’s comment is:
I've yet to see the new logo implemented anywhere. Did they end up throwing it out?
Oh and I agree, the gas station/grocery store comments about it are right on.
On May.29.2008 at 06:16 AM
craig trent’s comment is:
This new logo is awful....far too reminiscent of Radisson....which is far too reminiscent of...Pizza Hut!! and the "H"-----far far too reminiscent of the Hilton "H"
There is nothing original about it, it is confusing and the design team should be shot for coming up with something truly unique, individual and most of all identifiable!!!
craig trent’s comment is:
they should be shot for NOT coming up with something truly unique,individual and identifiable!!
On Jun.16.2008 at 01:47 PM
Noxious_One’s comment is:
Howdy.
I think this logo is very poorly designed, and the client should have instead considered a rework of the existing logo withough sacrificing the flow and overall fun nature of the "holiday Inn" original script.
I agree with most of you that shadow is just wrong. additionally the main font is Horrible i really hate. Interbrand. pfffft > Have YOU Seen THEIR LOGO ??
On Jun.19.2008 at 11:26 AM
Noxious_one’s comment is:
hahah like seriously !!!
Thats ONE Sophisticated logo !
Seriously i need not say anything more.
Fucking Hilarious_
On Jun.19.2008 at 11:31 AM
Way2Poppy’s comment is:
Just a quick comment regarding the reasoning behind making such a drastic change to the logo being necessary. As a former long-time employee, people have this great love for the brand, but due to various issues not worth getting into here, people have strayed from the brand. Quality, inconsistency, etc. If they can pull off what is planned, it could become known as one of the great brand turnaround stories. A new logo, whether you like this one or not, signifies to travelers who have strayed that it's "new". Their challenge now is to deliver on the promise of what the new logo might mean to travelers. Only hotels that have implemented the new service and standards will sport the new logo. Now consumers will be able to instantly tell which Holiday Inn hotels are the "good ones" and which ones aren't. (again, if they do it right).
On Jun.25.2008 at 04:39 PM
Brad Lindwurm’s comment is:
I love staying at the Holiday Inn Express (in fact, it's pretty much the only hotel I stay at) but I'm not sure about the new logo.
I generally like fresh, updated logos and have designed some myself but in this case I think they should have retained the original Holiday Inn script somewhere in there, preferably above the word Express (which was done nicely).
The "H" does look nice, however, and appears to incorporate the "I" from Inn and "X" from Express as well. Plus the blue and green color scheme looks refreshing. It'll still take some getting used to, though.
PardonMe’s comment is:
The new mark and typography reminds me of the Highlights for Children magazine. The change was quite shocking; but I agree that it does generate more energy than other hotels! Perhaps it will just take some getting used to.
On Jul.24.2008 at 12:42 AM
Newzie’s comment is:
I'm sad. What's happening to American icons? Whether it be a new logo that replaces something that everyone is synonomous with or the sale of an icon to foreigners, Anheuser-Busch for example.
The logo itself was the icon, who cares about the service (I found all my visits to HI's or HI Expresses to be pleasant).
It's just sad that globalization is ruining what made classic American icons great. AB was known for its advertising, and that's what made Americans come to love the company, and the fact that it's an American classic that had always been American-owned. Now, Belgians have come to takeover and you can say goodbye to AB's classic advertising and say hello to "Anheuser-Busch InBev's" low-cost advertising that includes 20-year old Stella Artois commercials.
Yeah, I went a little off subject, but the point I'm trying to get across is that change is sometimes not good. If it ain't broke, don't fix it, and that's the case I see here. A slight refresh was all that was necessary, not a complete overhall that will cause the average Joe to scratch their heads.
On Aug.11.2008 at 02:44 AM
Jamin Ver Velde’s comment is:
This brand move is about as bad as I've seen from a corporation. Good logos have good contrast. Have you seen these logos from the road? You can't even read them! And yes, it looks like a grocery store logo at best--nothing classy about it. I have a problem with companies rebranding to the point of dropping everything from the old. You can still update without completely reinventing the wheel.
And Mr. M Singh, I think you need to think about what you're saying. You're naivety to branding is on full display for everyone. The ironic thing is you're saying exactly what you're preaching against. You're telling people to get with the times. The fact is that nastalgic is in. The 70s have come around again. The problem that many graphic designers have with this logo is that it is too old and outdated looking--not too new. It looks like the type of logo that an amateur would create failing at a "Web 2.0" look.
Good branding makes an impression. The only impression I see this logo making for most people is negative.
On Aug.19.2008 at 06:40 PM
Jerry Kuyper’s comment is:
One of the first questions, I would have I asked "is there any possible conflict with using an H reversed out of a square".
The only one I can think of is the white H reversed out of blue that is used across the country to designate hospital.
On Aug.20.2008 at 10:05 AM
Anonymous’s comment is:
Well, I am OK with it.
I like the true Holiday Inn "green" colors in the new logo... but I wish they would have kept the original Holiday Inn font at the bottom of the "H" new logo with the old font in the new colors. I just will miss the old Holiday Inn font - a lot. But noone asked me either.
It could be a lot worse!!! A lot worse!
PS: I do like the new "Express" logo and colors.
On Sep.14.2008 at 11:10 PM
Anonymous’s comment is:
They should have used the original "H" and "I" in the font below - and the original "H" in the box above. Why not incorporate the Holiday Inn star somewhere in the boxed "H" or something? Just seems a little too corporate looking. I will miss the old Holiday Inn font.
On Sep.14.2008 at 11:13 PM
Geoff’s comment is:
anyone have the new logo in EPS format?
On Sep.15.2008 at 10:53 AM
Charles Urjavich’s comment is:
I think that the hotel's script lettering should be retained. Nothing else says it better either blurred in the distance or vibrantly clear and green right in front of one's eyes, than the Script version of the Holiday Inn. Bad enough we lost "The great sign" now we are loosing an Iconic image of Americas Innkeeper. You can certainly improve things and make them better,but some things should be very carefully retained. It should be noted that the odd old script is eye catching, Known all over the world in just about every language, so, Please leave it alone! The new printed block lettering does absolutely nothing for the hotel but put in the same catagory as everyone else. Leave your hotels distinctive by keeping that beautiful well known script, at least on your full service hotels.
On Sep.28.2008 at 02:08 PM
Dan Zbichorski’s comment is:
Their new scent gives me a migraine. Not only that, they've instigated a policy that won't allow their local management to shut off the scent even though a customer is physically discomforted by it. I like their new logo, I like their new look, but while they keep their new scent, they will have lost the patronship of myself and others who are sensitive to scents.
On Oct.08.2008 at 11:31 PM
HIE EMP’s comment is:
I think the new logo is great! Holiday Inn/ Holiday Inn Express are going through a major re-launch and a new sign portrays the new image and feel of Holiday Inn. The old sign made me think of a place that old people (no offence grandpa) would stay... you know with the fake flowers in the lobby, the ugly flowered bed spreads with nothing to make the hotel anything more than overly bland. The new logo is in your face and modern just like the new look of the hotel. I don't think there is supposed to be much reference to the old logo.. its a brand re-launch not a brand update. Besides whether you like the new logo or not is the point.. the point is that people are talking about Holiday Inn again... and that is something IHG really needs.
On Oct.15.2008 at 08:40 PM
Bill’s comment is:
The new signage sucks. Sorry for the crude remark but let's just cut through the old crapola cake here. The original HI script was an icon and my travel companion around the world for 26 years. I have yet to find someone who likes these new signs and script. The new hotels on the other hand are very nice. I just stayed in one in Florida. When checking out I was asked "how was your stay?"...I said "great except for the ugly new signs", which produced the edict, "then stay somewhere else!". I think I will. I've stayed at my last Holiday Inn.
On Oct.20.2008 at 12:11 AM
Samantha Olsen’s comment is:
As the Director of Sales & Marketing for the Holiday Inn Express Hotel & Suites Phoenix Downtown (try saying that when you answer the phone!), I can't wait for the new signage, new Front Desk, and new outside lighting to be installed next year! My hotel is just three stories tall and is surrounded by the ever growing city of Phoenix so a new look is very much welcomed. The new lighting will allow guests to see my hotel from the road! Imagine that!
On Nov.12.2008 at 05:42 PM
Jennifer’s comment is:
It's too bad...losing the Great Sign was bad enough when they switched to backlit plastic. Now this!
The Great Sign was terrific...here's a mini-version.
John House’s comment is:
I have to say that I agree with the very first comment of this post (and the original post itself). I love that term, "typographic genocide". It is perfect.
And now it's going on 2 years since this post and you're still getting comments. My comment, for the record, is that the Holiday Inn logo was as iconic as the McDonald's "M". What would all of you think if some hack came in and decided that "Oh, gee, maybe we should UPDATE that M with a sleeker, web 2-0 font!" and then changed its look entirely? Because that is where corporate design seems to be headed.
The icon could've been updated instead of trashed entirely. And that icon in the comments above (newer =/= better) is so hilarious and true. this new logo for Holiday Inn is SO generic and awful that it lacks character and lacks all familiarity with the iconic brand. This "H" logo could be a logo for the Hilton Hotels, as far as anyone knows...or a bank. Please, come on people...see what the designers on the board are seeing.
On Jan.01.2009 at 09:48 AM
Pale Face’s comment is:
Cheap, Corporate, and boring.
I agree with Armin, I love staying at the Holiday Inn, but this makes me want to pass it up and see what's down the block.
On Jan.01.2009 at 07:13 PM
Marketing-right’s comment is:
Seriously, an "H" is the best they could come up with... There is a brand new Holiday Inn being built in my town. The beautiful stone work and stucko were fresh and beautiful, especially for our area. Then they put up the AWFUL new lime green sign... I am A Marketing major and I let everyone know how much I disapproved of the new sign... The lime green is eye catching, but in all the WRONG ways. The old blue was so classy and sharp, this looks like graffiti. I dont know about everyone else, but when I am looking for a hotel, I typically run in the other direction when I see signs like the new one...
Please revise the sign, the font, as well as the green ( by the way, green is the associated with american dollars, and with our current economic issues, people want to save, not spend money, so the green sign makes me feel like I will spend more money, opposed to less)
Anonymous’s comment is:
I love it, it's more sleek, more modern, and it's just so refreshing! Word of advice to IHG (like they are really going to read this) Keep the grey/polished steel look; it looks so much better than that white design I have seen around. Can't wait to get ours!
On Feb.04.2009 at 01:06 AM
Anonymous’s comment is:
That's the new logo? I can't belive it! That's what happens when the new generation comes in, they ruin everything! The should have kept something in the logo to resemble the brands history! Like best western did! I loved there old gold crown logo and when they changed it they at least kept it classy! You can tell there are some ignorant people working at holiday inn! Ramada also, look at there new logo, just plain stupid!
On Feb.17.2009 at 01:25 AM
jason todd’s comment is:
The new sign is awful!!!!! Bring back the great sign!
On Feb.24.2009 at 12:40 AM
Typo-no’s comment is:
Does anyone know what font was used for the logo?
On Mar.02.2009 at 04:32 PM
Ken’s comment is:
Glad you posted this logo. A newly constructed Holiday Inn Express near my home has this treatment, as do several billboards advertising for it.
The color selection is fresh, and the font is both dynamic and friendly. Way to go Holiday Inn!
Losing the 5-point star is surprising as that's been the most traditional icon associated with the Holiday Inn brand. That had to be a deliberate decision on their part. One argument in favor of loosing the star would be that the sheer name recognition of Holiday Inn is sufficient, star or no star.
The new logo should resonate with a new generation of travelers, a market they need to appeal to. (This is not your father's Oldsmo... Holiday Inn)
Despite the fashion-ability of retro treatments, older travelers have become more visually sophisticated because of continually increasing logo standards they are exposed to every day. The new treatment should appeal to them as well.
Branding is more than color and typeface. Hopefully Holiday Inn will be able to achieve a standard of service that compliments their new logo.
On Mar.29.2009 at 05:08 PM
Mark’s comment is:
Although not exciting and unique as the previous logo, I think it's a good replacement logo. It's a nice fresh approach to an old longstanding company.
It could have been MUCH worse.
On Mar.29.2009 at 09:04 PM
Mike’s comment is:
This new logo:
hybrid cars
fast
energetic
football laces
bridge
A Hotel:
Calm
Sleep
Rest
I feel like i could rent a car there.
good logo on its own without blue box of type.but a hotel is the wrong place for this logo. lame in my book.
Dan C’s comment is:
My wife and I were shocked when we saw the new logo on a Holiday Inn that has just been finished in town. We had no idea this new look was coming.
My wife's a designer and also worked in marketing at another local Holiday Inn until just a couple of years ago. They hadn't heard about the new re-branding either, although they were about to lose the franchise so maybe that has something to do with it.
At any rate, IMHO the new logo looks like it was passed through multiple focus groups before getting signed off. It's clean, bold, 'new', and really boring. Like a typical Clear Channel-owned radio station. Yawn.
I've read most of the comments here and respect the vast majority of them. I'm trying to keep an open mind and not let nostalgia skew my view, but I just do not like this logo. It's indeed sad to see them dump such a great icon, but to dump it for this flavor-of-the-month design is a real shame.
One final thought...I'm writing this from a Holiday Inn Experss that can't be more than 2-years-old and the new logo is nowhere to be found. Not on the plastic cups or pens, not even on my bill! They're taking their time on this, but I suspect there's no going back now.
The bedding is really nice though! Didn't notice any 'corporate smell' in the lobby though...
On Apr.17.2009 at 12:36 PM
P-Easy, K-Shizzeh [PenaltyKillah]’s comment is:
Here's a lesson for budding designers out there. Web 2.0? Doesn't work irl. Period.
On May.26.2009 at 12:56 AM
Comments in Brand New, V1.0 have been closed.
