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.
The History of Accor
The origins of Accor can be traced back to 1967, when Paul Dubrule and Gérard Pélisson opened their first hotel in Lille, France, under the Novotel brand. Inspired by the American motel concept, they aimed to introduce a new standard of modern, efficient, and comfortable accommodations in France.
In 1974, the group expanded with the acquisition of Mercure, which was a midscale hotel brand offering personalized service and comfort. In 1975, Accor introduced Ibis, an economy hotel brand. This set a new benchmark for affordable, high-quality lodging.
In 1980, Accor acquired Sofitel, a luxury brand that would later become a cornerstone of its high-end hospitality offerings. Throughout the 1970s and 1980s, Accor expanded rapidly in France and Europe. In 1983, Dubrule and Pélisson officially established Accor, thereby unifying their growing hotel brands under a single corporate entity. This period was marked by aggressive international expansion and diversification.
In 1985, Accor entered the catering and services industry by acquiring Compagnie Internationale des Wagons-Lits, the company behind luxury train services like the Orient Express and various restaurant businesses. In 1990, the group acquired Motel 6, which significantly increased its presence in the North American market. In 1997, Accor continued its global expansion by launching Etap Hotel, which was later rebranded as Ibis Budget.
By the end of the 1990s, Accor had established itself as a key player in the hospitality sector, with operations spanning Europe, North America, Asia, and beyond. The 2000s saw Accor diversifying its business model and investing heavily in digital transformation. In 2005, the company refocused on hospitality by selling off part of its service division.
It concentrated on strengthening its hotel brands. In 2013, Accor split into two divisions—HotelServices (hotel operations) and HotelInvest (property ownership). In 2015, the company was rebranded as AccorHotels, which reinforced its focus on digital innovation, customer experience, and brand expansion.
During this time, Accor also began acquiring boutique and luxury brands. It thus positioned itself as a leader in high-end and lifestyle hospitality. Accor’s transformation into a global hospitality powerhouse accelerated in the late 2010s.
During this period, it made some major acquisitions and launched a few initiatives. In 2016, the company acquired Fairmont, Raffles, and Swissôtel, which helped expand its luxury portfolio. In 2018, AccorHotels shortened its name back to Accor. This reflected its evolution beyond traditional hotels into experiences, digital services, and lifestyle offerings.
In 2019, Accor introduced ALL – Accor Live Limitless, a comprehensive loyalty program that integrated hospitality, dining, and entertainment experiences. In 2021, Accor continued to expand through strategic partnerships and acquisitions. These include a stake in Ennismore, which is a lifestyle hospitality group known for brands like The Hoxton and Delano.
Today, Accor operates over 5,500 hotels across more than 110 countries. It encompasses an extensive portfolio ranging from economy brands (Ibis, Greet) to luxury and lifestyle properties (Raffles, Orient Express, Banyan Tree).
Interesting Facts About Accor
- The journey of Accor began in 1967 when Paul Dubrule and Gérard Pélisson opened their first Novotel in Lille, France. Inspired by the American motel model, they aimed to revolutionize hospitality in Europe.
- Accor’s luxury portfolio includes world-renowned brands like Raffles, Fairmont, and Orient Express. Also, iconic properties such as The Plaza in New York, Raffles Singapore, and The Savoy in London are part of its collection.
- With a presence on nearly every continent, Accor operates more than 5,500 hotels and 40 brands.
- In 1975, Accor launched Ibis Hotels, wherein it introduced affordable, high-quality accommodations to European travellers. Today, Ibis is one of the world’s largest hotel chains, with over 2,000 locations worldwide.
- Accor’s original logo featured the Bernache Goose, a symbol of travel, teamwork, and leadership. Even in its modern branding, the goose remains an integral part of the company’s identity.
- Accor revived the legendary Orient Express, which is known for its luxurious train journeys.
- Through its partnership with Ennismore, Accor owns some of the trendiest lifestyle brands. These include The Hoxton, Mama Shelter, Mondrian, and SLS. These are hotels known for their vibrant designs and cultural experiences.
- Accor was among the pioneers in digital hotel reservations. It introduced its first booking system in the 1990s, which was long before online booking became the industry standard.
- ALL – Accor Live Limitless is not just a hotel rewards program—it offers experiences in sports, entertainment, and dining, with exclusive partnerships such as the Paris Saint-Germain Football Club.
- The company has pledged to achieve net-zero carbon emissions by 2050 and has implemented eco-friendly initiatives. These include reducing single-use plastics and supporting responsible tourism.
- In 1985, Accor became the first Western hotel chain to enter China. It opened a Novotel in Beijing, which paved the way for global hospitality brands in the country.
- From budget-friendly stays (Ibis, Greet) to ultra-luxury retreats (Raffles, Banyan Tree), Accor offers a diverse range of brands that are tailored to every type of traveller.
- Accor’s WOJO brand provides coworking spaces inside hotels. It caters to the rise of remote work and business travellers seeking flexible work environments.
- Beyond hotels, Accor operates thousands of restaurants and bars globally, which include Michelin-starred dining experiences and casual eateries.
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.