NOTE: This is an archived version of the first incarnation of Brand New. All posts have been closed to comments. Please visit underconsideration.com/brandnew for the latest version. If you would like to see this specific post, simply delete _v1 from the URL.
If the image above is confusing, it’s simply reflective of a confusing situation, for which I have no explanation — and, oddly enough, I don’t mean that sarcastically, I literally don’t know what’s going on as there is no information online and the one lead I had did not reply to my queries. The new hotels.com logo on the upper-left corner of the After section was first leaked at trademork.com back in early February when the Expedia, Inc.-owned reservation service filed a trademark registry with the United States Patent and Trademark Office; shortly after, it appeared in a TV commercial; and only this past week the logo was reflected in the hotels.com web site, with no fanfare whatsoever — the logo was designed by TBWA \ Chiat \ Day (they won the account back in November of last year) in collaboration with outside design firms (names withheld so as not to upset anyone). This logo looks to be in representation of the U.S. market, while the other, chipper, scriptier logo has been designed for the Europe, Middle East and Africa (EMEA) markets and can be seen at the EMEA version of hotels.com. So, there you have it, two new logos replacing one logo — which is not all that strange, you’ll remember Sunglass Hut had a European logo that later teletransported to this side of the swamp. However, there is no word on what happened to Benny the Bellman, the perennially content mascot of hotels.com, that has carried its customers bags since his introduction in the late 90s — when it was renamed from its original Hotel Reservations Network. It’s hard to assess his disappearance, as I would think he was pretty recognizable, but maybe he represented some sort of social class distinction that became politically incorrect, I don’t know. The new logos are okay: The scripty logo is pretty and happy, maybe too playful; and the elevator logo is an interesting idea, but I don’t think it’s well executed or that it makes for an interesting visual. I won’t miss Benny, but I will always wonder about his fate… maybe he now restfully sleeps with the fishes.
Jump to Most Recent Comment
Scott’s comment is:
I didn't mind the old logo but I prefer the new ones although think that one logo would have been better. People do travel from Europe to America and vice versa... Strangely, on the Australian website we still have the old version.
The first thing I thought when I saw the euro et al. logo was of Holiday Inn but only because of the scripty happy 'H'
Scott’s comment is:
On Mar.16.2008 at 11:48 AM
John McCollum’s comment is:
Highlights for Children.
On Mar.16.2008 at 01:17 PM
Willis’s comment is:
hotels.com was around in 1991? I'd love to see their web traffic numbers.
On Mar.16.2008 at 01:29 PM
Manfredi Pumo’s comment is:
Benny the bellman is in the favicon.
On Mar.16.2008 at 02:10 PM
Kevin M. Scarbrough’s comment is:
I know Benny, we go way back. He was finally promoted to concierge.
On Mar.16.2008 at 02:45 PM
Armin’s comment is:
>hotels.com was around in 1991? I'd love to see their web traffic numbers.
Willis, you are right, sorry. 1991 was the year when Hotel Reservations Network was formed, and it was named hotels.com in 1999 and it went public in 2000. So, yes, its traffic numbers from 1991 wouldn't have been too impressive.
On Mar.16.2008 at 02:51 PM
Jeff’s comment is:
Nothing says personal service like getting rid of the help and showing someone the elevator they can use to take their bags to their room.
On Mar.16.2008 at 06:33 PM
DG3’s comment is:
Not crazy about the old one but it has more personality than the new versions.
On Mar.16.2008 at 06:38 PM
Andrew Dupont’s comment is:
I hated the old logo. The bellhop looked like he was plucked out of a "clip art wizard" from Microsoft Publisher 97.
Of the two new logos, the "elevator" logo is far superior, in my opinion. I think they screwed up by choosing a ho-hum font, but the concept is quite strong and the message will come across.
On Mar.16.2008 at 06:39 PM
felix sockwell’s comment is:
Benny the bellman was retraced from the CSA catalogue around 1999. I sent Armin those files but I suppose it doesn't really matter.
for the record, creative direction provided by Robert Smiley, the elevator concept was penned @ WINK, Mpls and the type was designed by yours truly.
On Mar.16.2008 at 08:35 PM
Danny Tanner’s comment is:
I'd be curious to learn why hotels.com
chose to make 2 logos.
Was there some sort of research
indicating one of the logo concepts
wouldn't be appropriate for a specific
culture while perfect for the other?
While this has been done before,
I would have hoped they would have
been able to land on a singular
mark for both markets.
Both new marks have their strengths,
and both are vastly superior to their
predecessor. Both sites now look
like first class businesses.
I'm a bit partial to the visual vernacular
of the script mark. The EMEA version
of hotels.com has objects drawn in
yellow in places. Kinda fun. I'm
reminded of the recent sprint
campaigns & housestyle,
but the subtly
employed
on this
new
site seems far less forced.
Von Glitschka’s comment is:
RIP Benny.
Stevie K’s comment is:
Just to clear something up, if we were to go to the hotels.com website and lived in the US we would see the top left logo rather than the bottom left one? I just got redirected to hotels.co.uk. I tried the Canadian version but that just has the old logo.
On Mar.17.2008 at 06:53 AM
Jake’s comment is:
The old logo (with Benny) is still visible on Hotels.com's asia sites (Japane, China etc.) You are right, this is way too complicated.
On Mar.17.2008 at 07:29 AM
Mark ’s comment is:
Von Glitschka’s comment is:
RIP Benny.
hahahahahaha
Oh my god you killed Benny! you b*stards!!!!!
Anyway. I prefer the san serif one, I never realized they had two versions.
Darrel’s comment is:
Personality isn't much of a requirement for a logo anymore, eh?
On Mar.17.2008 at 01:20 PM
littletinyfish’s comment is:
The elevator logo is marginally better than their original. The arrows are squeezed in there just a little too close for comfort.
The script logo, however, is utter shite. That will quickly disappear in colorfully junky world of today.
On Mar.17.2008 at 02:12 PM
eighthave’s comment is:
Does the "down" button appear to be the one pressed to you? I suppose you could argue either way, but doesn't that indicate some weakness in the design? It feels like a Garmin wanna-be.
I guess Bennie rests in the lobby, just a short elevator ride from Jeeves' floor.
But John McCollum nailed it with the Highlights for Children. I'll never understand why the Europeans always get the cooler versions of stuff. ;-)
Dave
On Mar.17.2008 at 02:17 PM
Nick’s comment is:
proof that ad agencies shouldn't do logos...no offense...keep to what your money maker is....ads
On Mar.17.2008 at 04:07 PM
wrong’s comment is:
I disagree with that Nick
On Mar.17.2008 at 05:15 PM
BWJ’s comment is:
Does the "down" button appear to be the one pressed to you?
I figured that had to do with their claim of finding you the lowest price on a hotel room. However, it is pretty ambiguous as to which button has been pressed.
I agree with Armin, while the idea behind the elevator buttons is nice, it is very poorly executed.
On Mar.17.2008 at 05:56 PM
JBIII’s comment is:
Its good to have Von back from vacation.....
On Mar.17.2008 at 06:10 PM
Darrin Crescenzi’s comment is:
I think the concept of the elevator is nice … for an elevator company. I think linking "elevator" and "hospitality" is at best a stretch, or at worst (as Jeff said above) communicating something negative rather than positive.
There are many devices that could potentially communicate the concept of "hotel" more effectively than this. An elevator button tells me nothing.
And if you're going to say nothing, why not just opt for a generic, friendly, script-based wordmark? Oh wait…
On Mar.17.2008 at 07:38 PM
Jung’s comment is:
r.i.d.i.c.u.l.o.u.s
On Mar.18.2008 at 11:01 AM
Joe’s comment is:
The arrows on the new logo are supposed to mean "rankings". (and this is str8 from the creatives).
On Mar.18.2008 at 06:38 PM
C-Lo’s comment is:
yes it's either highlights logo or something that reminds me of a tech company logo. I know the highlights was mentioned so I'll skip that one, But I think with the o and the two triangles makes it look like a selection of some sorts. a rolling counter or some drop down menu. AS for the "rankings" joe mentioned. Both logos get that exact rank. O
On Mar.19.2008 at 01:29 PM
damon’s comment is:
I didn't even get elevator buttons from that mark. Even if I had gone there right away, I don't agree that it's a good concept for a logo. Elevators aren't exclusive to hotels, or even a main feature or draw of a hotel (at least not in the past 80 years). I prefer the conceptual thinking in the first logo, at least it featured what a hotel IS known for, service, convenience and hospitality. Neither of these logos speak to that.
meh
On Mar.19.2008 at 02:56 PM
damon’s comment is:
I didn't even get elevator buttons from that mark. Even if I had gone there right away, I don't agree that it's a good concept for a logo. Elevators aren't exclusive to hotels, or even a main feature or draw of a hotel (at least not in the past 80 years). I prefer the conceptual thinking in the first logo, at least it featured what a hotel IS known for, service, convenience and hospitality. Neither of these logos speak to that.
meh
On Mar.19.2008 at 02:56 PM
Myles ’s comment is:
Their original logo definitely needed a makeover but I'm not sure these two logos were the best solution. Both drastically different but neither hits the mark. The script logo looks polished but it is lacking in depth and reason. The elevator logo feels very awkward and I seem to notice the negative space under hotels.com more than I do the wordmark.
On Mar.19.2008 at 10:21 PM
design13’s comment is:
Quantas called.... they want their red triangle back...
On Mar.20.2008 at 03:33 PM
James’s comment is:
It is not obvious to me that the up and down arrows represent an elevator. My first impression is some sort of rating thing, where you can find good hotel ratings at hotels.com.
On May.15.2008 at 02:15 PM
Mark’s comment is:
now if only they could improve their bad commercials :p
On May.15.2008 at 04:09 PM
Comments in Brand New, V1.0 have been closed.
