New name and new look for AccorHotels

The new identity has been developed by French consultancy W and aims to increase the brand’s “clout and visibility”.

accorHotel group Accor has been renamed AccorHotels in a rebranding exercise led by French, consultancy W, which has developed a new “Feel Welcome positioning” for the chain.

AccorHotels says its new name and new look will increase its “clout and visibility” while forging a stronger connection with its online platform

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Under the AccorHotels banner sit other brands including Mercure, Pullman Sofitel, Novotel and Ibis. The repositioning means that these other groups will be brought closer to the AccorHotels master brand.

The Feel Welcome strapline is both a signature and a promise, which AccorHotels says addresses customers, employees and partners.

A new wordmark is set in a darker blue and is now “more statutory” according to the company. It sits with a more prominent and now “honey coloured” bernache goose icon, which the company says represents “spirit, determination and travel”.


Meanwhile a sonic identity has been created to match this feeling, which will be used where appropriate.

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