Comfort Hotels Embrace New Landor Logo

COMFORTHEAD

Landor teamed with the Comfort hotel brand by Choice Hotels to showcase its transformation with a new brand identity system. Landor worked to create a symbol that would serve as a beacon to consumers, highlighting changes taking place inside the hotels, from new lobbies to upgraded guest rooms.

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Building on existing brand equities, Landor moved away from the prior bright blue logo in favor of a more digitally savvy identity nicknamed “the embrace,” which portrays a “C” against a darker blue background to establish a sense of place, space, and belonging. The new logo also represents an important shift for the brand across its locations, unifying the Comfort Inn, Comfort Inn & Suites, and Comfort Suites brands as one brand family. Wally Krantz, executive creative director of Landor New York, explains: “[Comfort’s] new font and updated visual style – and especially the decision to let the logo stand on its own – lends an impactful, contemporary feel to the brand.”

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