Hilton Worldwide’s upscale DoubleTree brand is getting a new logo and a tweak to its name.
The new brown logo features a silhouette of a realistic leafy tree alongside a large capital D, replacing the former logo of two green modern, cartoonish trees interlocking above the name.
Along with the new imagery, the brand is going by a slightly different name. Although the T in DoubleTree has long been capitalized on hotel signage, it had previously referred to itself in marketing materials as simply “Doubletree.” The capital T now appears in all formats, and the formal name now includes “by Hilton.”
The new DoubleTree by Hilton logo and name will officially launch during the first half of 2011 as part of a comprehensive rebranding initiative that will feature new advertising, marketing and communications campaigns, as well as new amenities and services for guests at DoubleTree by Hilton’s growing collection of 240 hotels on five continents.
“The introduction of our new DoubleTree by Hilton global identity communicates, with a new unified worldwide look, the brand’s proud Hilton Worldwide affiliation, and acts as a stronger symbol for current and future customers to associate today’s DoubleTree by Hilton with its highly positive brand attributes,” says Hilton Worldwide President and CEO Chris Nassetta.
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