Best Western International, the 69-year old group founded in California as a motel chain has rebranded itself Best Western Hotels & Resorts and the group logo has changed from a dark blue luggage-tag shape, with a red crown above rather dated yellow writing, to a contemporary blue roundel sporting the letters ‘BW’.
“For more than two decades, Best Western has had a familiar, recognizable, and visible logo. But with our investments in this 69-year old brand during the last ten years, we need to make consumers aware of the exciting improvements in our brand. We are embracing our future with a completely reimagined brand identity that clarifies our exceptional offerings and broadens our appeal with a contemporary, energetic and relevant look,” said David Kong, president and chief executive officer of Best Western Hotels & Resorts. “We started over. These new logos are dramatically different and illustrate the amazing products and offerings of today’s Best Western.”
Best Western has evolved significantly in the last ten years. The introduction of a new masterbrand name and unique logos for each hotel brand communicates to travelers and developers the changes that have taken place to contemporize Best Western.
In another major move to better represent the quality and variety of its offerings, Best Western International will also be renamed Best Western Hotels & Resorts and use a new logo to identify the master company for its seven distinct brands: Best Western, Best Western Plus®, Best Western Plus Executive Residency®, Best Western Premier®, Vîb®, BW Premier Collection® and GLô, the company’s new broad midscale, new construction hotel brand. Best Western is also clarifying the differences between each hotel type by introducing new logos for Best Western, Best Western Plus and Best Western Premier. In addition, the rebranding emphasizes the brand’s initials — BW — in the new logo, which will be used across all communications channels, especially resonating in the digital space where space for a name is limited.
The effort to create new logos has been two years in the making and has included input from travelers, travel buyers, partners and Best Western’s global hotel owners. As part of this rebranding, Best Western is focused on contemporizing the look of the company and placing more of an emphasis on all seven of the company’s hotel brands. Best Western used today’s graphic design and digital printing capabilities to create an array of logos that use special effects to be distinctive and striking to consumers, but are also functional in various settings.