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Wyndham Hotels and Resorts has unveiled a global rebrand of its Ramada Encore by Wyndham brand.
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.”
