"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.
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®, V?b®, BW Premier Collection® and GL?, 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.
"All of our properties worldwide will be coordinating signage and logo implementation, with a critical mass being completed for the launch of our advertising campaign in early summer 2016," said Ron Pohl, SVP of brand management for Best Western.
Olivier Berrivin, MD International Operations, Asia said: "Best Western as a brand has undergone exciting changes in the last decade to meet the needs of today's traveler. The new logos look fresh, modern and have been designed to clearly show the differences between the various Best Western brands. We are confident that this new look will appeal to our guests as well as our investors in Asia & beyond.
Adoption of the brand's new logos and service promise are expected to be official in mid-November upon approval by Best Western hotel owners in North America.