UK hotel management company Redefine BDL Hotels has revealed a new name and revamped brand identity.
The hotel group, which has a portfolio of more than 70 hotels across the UK, will be known as RBH going forward and has a created new-look brand to match the “streamlined company name”.
According to the group the new brand has been put in place following “rigorous brand research amongst clients, suppliers, property agents and employees”.
Yvonne Brennan, director of corporate communications for RBH, said: “We asked lots of questions of ourselves and clients on how we were different from competitors and what our new brand should say about us.
“The result is a lively new brand identity, which shows the colourful personality of our people, matched with consistent results for owners which we’ve conveyed through the solid typeface.”
Helder Pereira, CEO, added: “Both ‘Redefine’ and ‘BDL’ are well-known across the hospitality industry and, while we value their legacy, we’ve used the acronym ‘RBH’ both internally and externally for years.”