Hyatt Hotels: Corporate Identity Creates Global Influence

Hyatt's new corporate identity

sign

Applied to promotional publications

background:

In the late 1980s, Hyatt Hotels Corporation believed that the original corporate identity system was visually confusing and did not match the hotel's position as the industry leader. The original Hyatt logo was widely used throughout the world and a number of designs were derived. The pre-design market survey found that customers agree that Hyatt is a high-quality company, but the sign of Hyatt is inconsistent with the high standard of the hotel. In other words, the original logo will affect the image of Hyatt in the eyes of customers.

challenge:

Landor’s mission is to update Hyatt’s visual identity. In our interviews with Hyatt management executives, individual property owners and general managers, we further confirmed that our employees wanted to enhance Hyatt's image and demonstrate quality, creativity and industry-leading quality. These expectations, coupled with the need for Hyatt to present its diverse product and service needs in a clear and simple manner, will lay the foundation for design work.

Program:

The new Hyatt corporate logo highlights the hotel’s most important asset, the name of Hyatt. The dark background highlights the name of Hyatt more brightly and clearly. The crescent-shaped lines are reminiscent of sunrise and sunset, which means that Hyatt customers all over the world will feel at home. This corporate identity system establishes that Hyatt is a global chain hotel group that owns multiple brands and ancillary businesses. The new system embraces all of Hyatt's brand and property services.


Author: Landor Source: