Accor is Europe's largest hotel operator and one of the world leaders with more than 3,700 hotels operated under several brands, including Ibis, Sofitel, Pullman, and the main Accor brand. Yesterday the company altered its name to AccorHotels and launched a new visual identity, devised by the French agency W.
The tagline, "Feel Welcome", is supposed to communicate the brand's ethos both internally and externally. Costumers should feel welcome and employees should make sure the guests feel welcome.
The new identity puts Accor's goose icon at the centre, enabling its to also work separately, for example as an app icon.
The previous logo was introduced in 2011 and was an updated version of a 2007 identity.
A nice video that presents the new identity and explains the changes:
A video that launched the new identity:
From a press release:
"A new name
With its new name, AccorHotels, the Group proudly upholds its hospitality business. It aims at increasing the clout and visibility of AccorHotels, which is both an institutional and a commercial brand, by connecting it to its digital platform AccorHotels.com. It also intends to place the brand at the center of its ecosystem of hotel brands.
In order for the Group brand and the hotel brands to cement their reciprocal bonds, AccorHotels will endorse all the brands’ communications and provide them with the credibility, assurance and expertise of an international leader. Likewise, the brand portfolio will always feature in AccorHotels’ communications to boost the appeal of both the Group and its digital platform.
A new signature: Feel Welcome
The Group also has a new simple, striking and universal signature that emphasizes on its desire to federate: Feel Welcome.
Feel Welcome encapsulates the generosity and the very essence of hospitality. It is a promise addressed to all our audiences: customers, employees and partners, so that they feel expected, unique and privileged.
A new brand territory
To reflect the Group’s ambition, the new identity features a more statutory logo containing deep blue typography. This new logo continues to showcase the Group’s symbol, the single, emblematic honey-colored bernache goose. This migratory bird is the brand and mobile app icon. It symbolizes group spirit, determination and travel.
The new brand platform is also upheld by a Group’s manifesto which includes a semantic charter so that the brand’s personality can be reflected in every public address. The new visuals reflecting the spirit of service in the Group’s hotels and an original brand’s musical identity come to supplement this new brand platform.
This new identity is already visible on the Group’s space in the Village at Roland Garros, of which AccorHotels is an official partner."
Accor press release (archive)
Accor presentation (archive)