Hotel group solidifies image for expansion
<P>Marco Polo Hotels has unveiled a new brand image, in a move to gain ownership of the four-star category as well as bolster its positioning as it prepares to expand further in Asia.</P>
<P><br><br><BR>The chain, which operates 10 hotels across China, Kong Kong, the Philippines and Vietnam, has developed a new brand image, which includes an updated logo, in a bid to redefine its brand communications both internally and externally. The overhaul by Landor Associates focuses on three core brand ideals - 'welcoming', 'authentic' and 'well-travelled'. The updated logo retains the signature image of a horse, but altering it with the introduction of a curved horizon line running underneath the horse's hooves, according to Landor senior design director Ray Ally. Landor also opted for a bolder typeface for the lettering, and emphasised the Marco Polo name by running it on the line above the respective city location names. </P>
<P><br><br><BR>It also replaces the old gold and black colours of the logo with burgundy for a warmer and more premium look, as well as to differentiate it from other hotel brands in China, which favour both colours.</P>
<P><br><br><BR>Landor has also developed design guidelines to create uniformity across the chain. </P>
<P><br><br><BR>The new brand image will be rolled out across all marketing and communications materials, including hotel brochures, packaging, in-room collateral and signages. </P>
<P><br><br><BR>A TV and print campaign - set to break in September - is being handled by local Hong Kong shop MK2. </P>
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by
|
06/14/2006
Marco Polo Hotels has unveiled a new brand image, in a move to gain ownership of the four-star category as well as bolster its positioning as it prepares to expand further in Asia.
<br><br>
The chain, which operates 10 hotels across China, Kong Kong, the Philippines and Vietnam, has developed a new brand image, which includes an updated logo, in a bid to redefine its brand communications both internally and externally. The overhaul by Landor Associates focuses on three core brand ideals — 'welcoming', 'authentic' and 'well-travelled'. The updated logo retains the signature image of a horse, but altering it with the introduction of a curved horizon line running underneath the horse's hooves, according to Landor senior design director Ray Ally. Landor also opted for a bolder typeface for the lettering, and emphasised the Marco Polo name by running it on the line above the respective city location names.
<br><br>
It also replaces the old gold and black colours of the logo with burgundy for a warmer and more premium look, as well as to differentiate it from other hotel brands in China, which favour both colours.
<br><br>
Landor has also developed design guidelines to create uniformity across the chain.
<br><br>
The new brand image will be rolled out across all marketing and communications materials, including hotel brochures, packaging, in-room collateral and signages.
<br><br>
A TV and print campaign — set to break in September — is being handled by local Hong Kong shop MK2.
