Choice Hotels International on Wednesday revealed a new logo for its Comfort brand during its annual convention in Las Vegas.
“From new lobbies to upgraded guest rooms, Comfort hotels are being renovated across the country to deliver a more consistent, up-to-date guest experience,” said Anne Smith, vice president, brand management and design, Choice Hotels. “Together with our owners, we will have invested US$2.5 billion in the Comfort brand by the end of 2019.”
Choice also stated all Comfort properties across the United States will have completed their “Move to Modern” interior renovations and updated their signage by the end of 2020.
Landor, a brand consulting and design agency based in New York City, created the logo which features vivid orange and yellow hues, and a rich blue color for the Comfort name. “The design of the new logo reflects the brand’s warm and welcoming heritage and its refreshed, modern look and feel,” said Megan Brumagim, head of Comfort brands, Choice Hotels.
The new logo also represents an important shift for the brand across its locations, unifying the Comfort Inn, Comfort Inn & Suites, and Comfort Suites brands as one brand family, the way guests perceive them, according to consumer research.
With 1,800 hotels in its North American system, Comfort has another 300 hotels in its pipeline, of which 80% are new construction, according Brian Quinn, head of development, new construction brands, Choice Hotels.