Hilton Introduces New Worldwide Graphic Identity; Brand Synonymous With 'Hotel' Enhances Equity for New Millennium
BEVERLY HILLS, Calif / Hilton, the name synonymous around the world with "hotel," Thursday unveiled a new global brand identity designed to reflect its continuing evolution as a hospitality-industry leader.
The worldwide identity system is the direct result of the marketing alliance between Hilton Hotels Corp. (HHC), which owns the Hilton brand in the United States, and Hilton International CO (HI), part of Ladbroke Group PLC, which owns the brand abroad. After 33 years of separation, the two companies signed their historic marketing agreement in January 1997.
The new logo will be gradually integrated at Hilton properties around the globe, symbolizing the companies' worldwide commitment to meeting guests' expectations for a special and enriching experience at each and every Hilton.
"Our identity communicates, with a unified new look, the attributes that travelers around the world have come to associate with the Hilton brand: the distinctiveness of Hilton hotels, and the professionalism and pride of their team members," said Dieter H. Huckestein, executive vice president – Hilton Hotels, and president – hotel division.
"Research shows Hilton hotels are regarded as 'special places' that reflect the local cultures in which they are geographically situated," said David Jarvis, chief executive of Hilton International. "The new identity system unites this asset worldwide, combining the uniqueness of each Hilton property with a common commitment to excellence of service."
The logo was created by Enterprise IG (Enterprise), an international firm jointly selected by HHC and HI. Following extensive research and testing with hundreds of travelers and Hilton team members around the world, the companies adopted a design featuring a bold "H" elegantly encircled with a calligraphic scroll.
For the Hilton name that accompanies the logo mark, Enterprise created a proprietary serif typeface that complements the brand's universal recognition.
Overall, the new logo communicates the spirit of warmth and hospitality that has long been Hilton's hallmark.
The logo's earliest appearances will be on a new integrated worldwide hotel directory, advertising and on newly opened Hilton properties; while a long-term plan will guide integration of the identity into property signs, amenities and collateral at the more than 400 Hilton hotels and resorts worldwide.
A new hotel-naming architecture also will be implemented in conjunction with the launch of the new identity. The names of most existing and new Hilton hotel properties will be reordered to emphasize the strength and power of the brand, with "Hilton" as the first word followed by the hotel's geographic descriptors.
Long Beach Hilton, for example, will become Hilton Long Beach and the Berlin Hilton will become Hilton Berlin. Certain hotels in the Hilton portfolio with classic or historic names, such as The Waldorf-Astoria in New York, the Cavalieri Hilton in Rome, and The Drake in Chicago will retain their naming structure to capitalize on their special heritage and brand equity.
Later this year, the Hilton brand positioning developed in conjunction with Enterprise IG will be introduced to consumers through a new worldwide advertising campaign currently under development by Bozell Worldwide Inc. Like Enterprise, Bozell was jointly selected by HHC and HI to communicate Hilton's unique brand attributes to global audiences.
"Having strengthened our brand through shared global reservations systems, sales forces, the Hilton HHonors(R) guest reward program and other operational efficiencies, the time is right to put a new face on Hilton's worldwide visual communications," said Jarvis.
"As Hilton leads the hospitality industry into the new millennium and continues to enhance its classic service positioning, our name will be represented by the same identity throughout the world and deliver a strong, instantly recognizable welcoming image to our customers," said Huckestein.
About the Brand Owners
Hilton Hotels and Hilton International CO, a subsidiary of Ladbroke Group PLC, have formed a worldwide alliance to market the Hilton brand, the world's best-known hotel brand. Both companies are recognized as leaders in the hospitality and gaming industries. Currently, there are more 400 Hilton hotels in more than 50 countries. The brand Web site address is www.hilton.com.
NOTE TO EDITORS: Hilton logo/slick slide available upon request. In addition, Hilton logo artwork is available on the company's Web site at www.hilton.com, and on CD-ROM and Zip.
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