Its new logo aims to capture the hotel's new modern feel and positioning as a "retreat from the urban rush". It features golden hues in contrast to the previous logo's heavy black and red look, which were in keeping with its previous theme as "luxury in the heart of Chinatown". The company has also dropped the word "hotel" from its name.
"We decided that as we transformed into a four-star business hotel catering to the corporate traveller, the hotel is not only a place to conduct business but a retreat from the urban rush," said Kala Ramiah, Furama's public relations manager.
Ramiah cited the outdoor landscaped swimming pool with water features and a jacuzzi surrounded by palm trees to underline its new positioning.
As part of its rebranding, all 354 rooms have been upgraded to include an extra work space, direct broadband access, bath and standing shower and other conveniences for the business traveller. There are also 16 executive suites.
The rebranding exercise is supported by a print and TV campaign, developed by APG Advertising, to raise local awareness of the "new" Furama. Despite its timing in the midst of the Sars crisis, Ramiah said the hotel had its eye on the longer term when its location would be enhanced by the opening of a new railway line which would bring the hotel closer to the business district.