Crowne Plaza brand logo refresh
What did we do?
We were challenged with refreshing the brand whilst ensuring that the logo was still instantly recognisable as Crowne Plaza. Retaining the iconic parts was essential; the three waves, synonymous with Crowne Plaza around the world, had to stay. The real challenge for us lay in the requirement for a fresh new look, whilst keeping these established elements.
We analysed the logo in detail and adjusted the letters in the word ‘Crowne Plaza’ so that that the tracking between the letters were balanced correctly.
We realised that the three flags that make up the lozenge elements of the logo weren’t equidistant from each other so we subtly tweaked them to ensure that the distance would be even when reduced in size.
We created two versions of the logo; plum on white and a version with a new, wholly Pixel8 created ‘thumbprint curve’.
What did we achieve?
We decided that the logo should always appear either in plum or in its white out version inside a plum thumbnail on collateral, thus retaining total global brand consistency.
When we allocated the worldwide hotel names underneath the logo we created a unified logo. After much research we chose a typeface (‘agenda’) that best complements the Crowne Plaza logo. Agenda is universal and translates across all of the required languages.
The Crowne Plaza thumbprint curve (which we created) was inspired by the Crowne Plaza flag for use across all collateral and to allow us to do something different and inventive with the logo.
95% of the logo usage included the new thumbprint, enabling a new look and feel. Significantly, we injected a new colour palette that appeared with the thumbprint curve, providing a different colour for different pieces of collateral. ‘Fuchsia’ is for use in collateral relating to the overall Crowne Plaza experience, ‘citrine’ for meetings and business, ‘zest’ for food and drink and ‘pacific blue’ for the bathrooms. This accent colour attached to the thumbprint allows us to clearly define the areas within each hotel.