International. The Best Western hotel brand announced a complete change in its corporate image that will involve changes in its name and logo. To begin with, the chain will be renamed Best Western Hotels & Resorts, and will also use a new logo to differentiate the main company from its seven brands: Best Western, Best Western Plus, Best Western Plus Executive Residency, Best Western Premier, Vīb, BW Premier Collection and Glō.
"For more than two decades, Best Western has had a familiar, recognizable and visible logo. But because of the investments we've made over the past ten years, we want the public to be aware of the exciting changes to our brand," said David Kong, president and CEO of Best Western Hotels & Resorts.
"We are heading into the future with a completely revamped brand identity that will clarify our exceptional offerings and increase our appeal with a contemporary, energetic and relevant image."
The changes are not limited to its main image, new logos will also be introduced for Best Western, Best Western Plus and Best Western Premier. Additionally, the redefinition of the image emphasizes the initials of the brand—BW—in the new logo, which will be used through all communication channels.
The creation of the new logos took two years and was reviewed by travelers, travel buyers, allies and owners of Best Western hotels worldwide.
"All of our properties around the world will be coordinating the implementation of the signs and logos, the mass will come to a head for the launch of our advertising campaign in early summer 2016," said Ron Pohl, best Western's vice president of brand management.
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