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Hilton brand launches new name, logo.

Hilton Hotels & Resorts (formerly Hilton Hotels), the flagship brand of Hilton Worldwide, has introduced a refreshed brand name and logo.

The new name and logo holistically represent the brand's extensive global portfolio, which includes more than 70 resorts with more than 32,600 guest rooms in key leisure markets around the world.

"Generations of global travelers share a strong connection with our brand identity," said Dave Horton, global head, Hilton Hotels & Resorts brand.

"Our name and core mark are both recognizable and incredibly powerful. This evolution reflects the modern style and world-class resorts that define our brand today."

The logo change continues an enhanced leisure marketing strategy for the brand. There are currently more than 70 Hilton branded resorts in 25 countries around the world.

A global consumer research study conducted as part of the logo refresh indicated strong awareness of the signature Hilton cartouche and association of the symbol with highly positive brand attributes.

The contemporary design is the first change to the iconic brand's logo since 1998.

Design features of the refreshed logo include addition of "Hotels & Resorts" to create a clearer distinction between Hilton Worldwide, the corporation, and the Hilton Hotels & Resorts brand and introduction of a sophisticated blue logo colour.

It also uses a new, contemporary font named "Hilton," which was custom-designed for the brand and features a smaller cartouche that provides a modern look and places more emphasis on the Hilton name.

The Hilton Hotels & Resorts development pipeline currently includes more than 11 resort properties from Argentina to Ras Al Khaimah, UAE and Hangzhou, China, it said in a statement. -- TradeArabia News Service

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Publication:TradeArabia (Manama, Bahrain)
Date:Aug 16, 2010
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