“Framed and Scripted”
“Hilton is a leading global hospitality company, with a portfolio of 14 world-class brands comprising more than 4,900 properties with over 800,000 rooms in 104 countries and territories. Hilton is dedicated to fulfilling its mission to be the world’s most hospitable company by delivering exceptional experiences – every hotel, every guest, every time. The company’s portfolio includes Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio – A Collection by Hilton, DoubleTree by Hilton, Tapestry Collection by Hilton, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton Honors. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose exactly how many Points to combine with cash, an exclusive member discount that can’t be found anywhere else and free standard Wi-Fi.”
Hilton Honors members will notice an update to the program’s name and logo, shifting from HHonors (with two H’s) to Honors. This rebranding is reflective of the continual evolution of Honors.
As part of the rebranding, Hilton has revealed a new corporate identity and logo. From today forward, the company will no longer use “Worldwide” in its name and be known simply as “Hilton.”
Images (opinion after)
The old stylized “H” icon would have been okay if they hadn’t done the cheap beveling; it had an interesting elegance in form but the finishing was wrong and the lock-ups for both Worldwide and HHHHHHHonors were poorly resolved. The new logo adopts the wordmark from the Hilton Hotels & Resorts brand, which, aside from being eponymous, is the most recognizable brand among their properties. The result is a simple, elegant, and confident wordmark that works great as a corporate, parent brand while extending nicely into the Hilton Honors (now with only one “H”) logo. The bad news is that they have pretty much ruined the niceties of the logo with the introduction of a new typographic style that pairs a kind of Gotham knock-off, Loew, with a corny script, Simple Joys. Everything, from the type choices to their size relationships in use to the colors, feels cheap and like they take away value from the overall Hilton brand. It’s understandable that they don’t want to be extra luxurious and appear out of the budget from some travelers but this whole vibe is a little too Howard Johnson’s-esque… ironically, Howard Johnson’s website feels more upscale.