AH&LA Unveils New Look - New Identity Conveys New Focus, Unity and Shared Purpose of Broader Membership Base
About the logo:
The new logo reflects a new membership and advocacy model that was launched in January 2014. This is just the fourth time that a new logo has been created to represent evolution in the association's 100+-year history, which serves as one of the most recognizable symbols of AH&LA's work on behalf of the industry.
This new graphic identity, which will appear in all future materials, collateral and media is more current and sophisticated while holding true to the authentic legacy of the association.
Created in conjunction with New York-based design and marketing firm, Infinia, the group conducted one-on-one interviews with a wide range of members. Hoteliers indicated they take pride in the industry and AH&LA has a long tradition of representing hoteliers; the new membership model is creating greater expectations among members; a unified voice will help express the industry's strength; and the industry wants visible alignment and engagement.
The identity is rooted in a new brand manifesto that serves as a high level overview and a communications platform for the association's new purpose; and introduces the new voice, and tagline, Advocate – Communicate – Educate.
"Working in close coordination with our officers and the board of directors, we created a new and forward-looking identity that reflects the future of AH&LA," said AH&LA President/CEO Katherine Lugar. "Our new logo is dynamic, fresh and conveys the unity and shared purpose of the full scope of the lodging sector."
Read more about AH&LA's new brand strategy, including the All Together Powerful brand manifesto, at www.ahla.com/newAHLA.html.
About the American Hotel & Lodging Association
Serving the hospitality industry for more than a century, the American Hotel & Lodging Association (AHLA) is the largest national association solely representing all segments of the 8 million jobs the U.S. lodging industry supports, including hotel owners, REITs, chains, franchisees, management companies, independent properties, bed and breakfasts, state hotel associations, and industry suppliers. Headquartered in Washington, D.C., AHLA focuses on strategic advocacy, communications support, and educational resources for an industry that advances long-term career opportunities for employees, invests in local communities across the country and hosts more than one billion guests" stays in American hotels every year. AHLA proudly represents a dynamic hotel industry of more than 54,000 properties that supports $1.1 trillion in U.S. sales and generates nearly $170 billion in taxes to local, state and federal governments. Learn more at www.AHLA.com.