Forte accentuates its Heritage

Hotel chain Heritage, the leisure branch of hotel giant Forte, is launching a new corporate identity this month, aimed at attracting “international sophisticated and independent travellers”.

The chain of 47 hotels launches a new logo, directory and guide book on 24 May. Creative work is by Minnesota consultancy Marmo Design. The changes follow last year’s 20m refurbishment project.

The directory includes advertising from brands such as Cartier, Givenchy, Land Rover, Mastercard and the British Tourist Authority.

Heritage general manager of business development and marketing Michel Bouquier explains the changes: “We want to reposition Heritage… the new logo is a seal reflecting our dedication to achieving quality.”

Bouquier says the chain also plans to expand into the Continent in the near future: “The plan is to move into France, Germany, Italy, Spain and Portugal, maybe doubling the size of Heritage.”

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