New identity for Pestana Hotel Group embodies the pause

Pestana is an international hotel group that originated in Portugal, but now operates almost 90 hotels on three continents. Last month, the group launched a new corporate identity developed through a strategic approach by a design and identity team that is part of Ogilvy Portugal.

The new symbol is both a stylised letter P and a pause symbol, drawing inspiration from both the Pestana name and the pauses its hotels provide. The logo is colour-coded for various sub-brands, for instance the "Pestana Hotels & Resorts" logo seen above is blue, while the corporate logo for Pestana Hotel Group is all black.

Previous logo.

Text provided by Oilvy Portugal:

"Inspired by the idea of time, or more exactly the lack of it, Pestana promises that the time guests spend at their hotels, it will be the time of their lives. Because time is precious, and from time to time people need a break, need to stop their routine. It’s a pause in the daily life.

The rebranding brought a new symbol, a new stance and why of work. Everything the staff does it to make sure guests are enjoying themselves: the professionalism, attention to detail and empathy.

The stylized letter P, as the new logo works both as Pestana initial, but also embodies the pause. An iconic and modern version for the years to come. All the group structure has changed to live by this new rule, now creating a new harmony in every unit, every hotel or even Pousadas (experience hotels in landmark buildings)."