MiresBall, the San Diego brand and design firm, is behind the new “masterbrand” for Best Western, the parent company with thousands of properties in 100 countries under seven distinct brands. The name has also been changed to Best Western Hotels & Resorts. The rebrand emphasizes the brand’s initials — BW — which will be used across all communications channels and is especially useful in the digital space. Strategically, it’s all part of a general effort to contemporize and broaden the appeal, especially to millenials.
The masterbrand logo pulls through the company’s current blue color, updated with a modern hue and uses hand drawn lettering to make it more contemporary and friendly. In addition, new images have been developed for Best Western’s core hotel offerings — Best Western, Best Western Plus and Best Western Premier. “We wanted to visually establish a point of difference between all three,” explains Dorothy Dowling, senior vice president of marketing and sales at the hotel company. At the same time, Best Western has launched a new brand, GLo, described as offering a “hip, boutique-style” experience.
MiresBall is celebrating its 30th anniversary, Scott Mires and John Ball recently told GDUSA: “We’re still learning every day, and that’s the key – never stop. It’s also so important to produce work that you’re proud of/can stand behind because at the end of the day, your work represents you. Lastly, take time to enjoy the ride. Remember, we get to do this for a living, and that’s pretty cool.”