The new Holiday Inn identity uses an angled letter ‘H’ in white on a bright green background. Although the word mark has been redesigned, it does keep some traits from the original H including the extended crossbar to the left and right, and an inward curve of the right stem.
When Errol showed us the Brand Alphabet poster on Friday, I was able to quickly identify most of them – especially the Holiday Inn H. Since Holiday Inn has been around for so long, many people know it well and its logo has obtained a timeless quality similar to that of Coca-Cola and Nike. The reverse slant of the earlier script is an identifiable part of the Holiday Inn brand. It seemed to imply a reaching-out, a gesture of hospitality to the passersby. To me the forward slant of the new design just looks fast. Maybe slick, but no implied hospitality or connection.
I’m not sure if giving up the iconic Holiday Inn script logo was a great idea. Instead of a slight and so far comprehensible evolution, it seems the new branding tries to part the brand from its historical achievements. To me it’s a pretty drastic jump from their original logo – especially the brighter shade of green. What do you think?
Holiday Inn Loses The Script
1 comment:
Personally, I think this was a really bad idea. The old identity was dated, but it had history, presence and was very recognizable. Holiday Inn really should have thought about simply refreshing the original rather than just completely throwing it away.
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