Accor is one of the world’s leading hospitality groups that boasts a wide portfolio of hotels, resorts, and lifestyle brands. Accor has continuously evolved by embracing innovation and expanding its reach worldwide. The evolution of the Accor logo reflects the company’s growth and transformation within the global hospitality industry. Since its inception in 1967, Accor has undergone several rebranding phases. Each of these phases has been marked by a distinct logo that encapsulates its brand identity and values. The article delves into the various logo changes for Accor over the years.
The Genesis of the Accor Logo (1983 – 1992)
In 1983, Accor introduced its first official logo, which featured the Bernache Goose—a symbol that would become synonymous with the brand. This initial design showcased a flock of nine light-grey geese soaring above the bold, blue “Accor” wordmark in uppercase rendered in a classic serif typeface. The choice of the Bernache Goose symbolized unity, travel, and the company’s forward-moving spirit.
(1992 – 1997)
A decade later, in 1992, Accor refined its logo to reflect a more modern and cohesive brand image. The number of geese was reduced to five, and their depiction became bolder and more realistic. They were placed in the upper right corner of the logo. The “Accor” wordmark adopted a deeper blue colour and eliminated the previous black outline for a cleaner appearance. This iteration emphasized clarity and reinforced the brand’s growing prominence in the hospitality sector.
(1997 – 2007)
In 1997, the Accor logo underwent a significant transformation by embracing a more abstract aesthetic. The design featured three stylized geese ascending above a reimagined “Accor” wordmark. Notably, the capital letter “A” incorporated a wavy horizontal line to add a sense of dynamism and movement. The colour palette shifted to a lighter blue and white scheme to reflect a modern and approachable visual identity.
(2007 – 2010)
The 2007 redesign introduced a sleek and contemporary logo. It reduced the number of geese to two and rendered them in an abstract, gold design flying left and above the “Accor” wordmark. The typography was updated to an uppercase, sans-serif font with clean lines. The horizontal bar of the letter “A” was shortened, which contributed to a minimalist and sophisticated appearance.
(2010 – 2015)
In 2010, Accor simplified its logo further by featuring a single abstract goose in gold to symbolise leadership and excellence. The “Accor” wordmark continued to be rendered in a refined sans-serif typeface. However, in this iteration, the wordmark “Hotels” in uppercase underscored the company’s core business focus. This minimalist design aimed to convey elegance and clarity and aligned with Accor’s status as a premier hospitality provider.
(2015 – 2019)
The logo redesign of 2014 saw the redrawing of the goose and placed right above the wordmark in a bright yellow shade. The wordmark was changed to “Accor Hotels” in dark blue uppercase in a single line. It was rendered using a modern sans-serif typeface. Beneath the wordmark was placed the tagline “Feel Welcome” in the title case and a lightweight sans-serif typeface.
(2019 – Present)
In 2019, Accor unveiled a new logo as part of its comprehensive rebranding strategy. The current design features a monogram that combines the letter “A” with the iconic honey-coloured Bernache Goose to create an emblem of excellence. The Bernache Goose here symbolises determination, spirit, and travel. This emblem is rendered in a premium gold colour palette, which exudes sophistication and timelessness. The same colour palette with a gradient has been used to write the brand name in uppercase in a sans-serif typeface with adequate spacing between the letters.
The Elements of the Accor Logo
Font
The wordmark of the latest Accor logo in uppercase is crafted in a sleek and bold sans-serif typeface, which exudes strength and modernity. The closest font matches are likely ITC Blair Pro Medium or Bristone Thin. However, the spacing between the characters gives the wordmark a fresher and more contemporary appeal.
Colour
The colour palette of the Accor logo features gradient shades of gold to symbolise elegance, prestige, and sophistication. This refined colour scheme enhances the confident and luxurious aesthetic of the logo to convey a sense of reliability and exceptional care.
Finally
The Accor logo has evolved to reflect the company’s growth, innovation, and dedication to excellence in the hospitality industry. Each iteration of the logo encapsulates a chapter in Accor’s journey. It symbolises its dynamic evolution and enduring commitment to its core values.