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.
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.”