The Park Hotels, a leading luxury boutique hotel chain in India, has unveiled its new visual identity with a new logo with a spend of s 12 crore on the brand revitalization exercise which took more than two years.
The branding process not only entails the creation of the new look and feel across all the hotels, but also integrates the execution of new experiences that are spoken of in the brand promise of "Anything But Ordinary".
At the announcement, Priya Paul, Chairperson, Apeejay Surrendra Park Hotels Ltd., said, "As we continue to grow, we realized the need to communicate boldly the strength of our brand. The fresh design language strongly reflects contemporary India and our ethos. It is strikingly bold and captures our personality perfectly."
Underlining The Park as the place to be and to be seen and focuses on THE, the logo is also a tip of the hat to The Park's position as the original "The Park Hotel" in India. Furthermore, the identity's simple but singular black and white rendition helps brings the colors and richness of The Park's environment to the fore, and helps differentiate it from its competitors.
"Generations of global travelers share a strong connection with our brand identity," said Vijay Dewan, Managing Director, Apeejay Surrendra Park Hotels Ltd. "The redefinition comes through design, entertainment and creation of unique service experiences. This evolution reflects the modern style that defines our brand today."
The branding roll out starts April 1, 2013 and newly created experiences that are Anything But Ordinary will be introduced throughout the year.