The franchisor and provider of hotel management services, with more than 9,000 hotels and 20 hotel brands, said at the heart of the new identity is a brand promise to be “refreshingly different”.
The new identity includes a redesigned logo, created by London-based marketing agency Octopus Group, and prototype designs for guest rooms and common spaces designed by hospitality architecture firm Harrison.
Ramada Encore by Wyndham is a portfolio of 54 hotels in 20 countries around the world. The brand was created in the late 1990s as a limited service midscale hotel brand designed for business and leisure travellers who were looking for great value in a simple and smart hotel.
Core to the new identity for the brand is a logo re-design, aimed at modernising the visual representation of the brand and appealing to a new generation of traveller. Including a all new colour palette the multi-coloured ‘E’ mark was designed to reflect “continual movement through the rotation of the letter”, symbolising ‘to return’ – the definition of the word encore.
Guests on arrival to Ramada Encore hotels will also now be welcomed via a deconstructed bar, instead of a lobby or reception and allows for the space to be used in different ways throughout the day. Different seating options such as multi-tiered benches and semi-private booths will also offer “optimal spaces” for socialising.
Lisa Checchio, CMO for Wyndham Hotels and Resorts, said: “Whether it’s a business trip or a weekend break, we know that for travellers every minute counts. That’s why we wanted the brand identity for Ramada Encore to reflect its position as a hotel for guests on the go.
“Ramada Encore is a place where travellers can relax, refresh and connect – both online and offline. Our innovative common spaces and personalised touches demonstrate that we are thinking of what’s next, so they don’t have to.”