Baymont or Baymont by Wyndham is a popular hotel franchise in the USA. Founded in 1973 as Budgetel by Steven Marcus of the Marcus Corporation in Oshkosh, Wisconsin, the hotel is known for its focus on providing “Hometown Hospitality.” Its logo has undergone a few changes, which reflect its journey from a budget motel chain to a recognised midscale hotel franchise. The article explores the logo changes of Baymont over the years.
The Genesis of the Baymont Logo (1973 – 1984)
The Baymont hotel started its journey as Budgetel Inn, which is reflected in its original black-and-white signage. It featured a pentagon-shaped figure with the brand name “Budgetel Inn” in bold black and a title case mentioned in two levels. The top of the pentagon had a small circular object displaying the owner, “Marcus,” in black italics.
(1984 – 1999)
The logo of Budgetel Inns was revamped in 1984 by incorporating a modern design, colour palette, and typeface. The brand name in two levels was depicted in yellow against a horizontal rectangle in black. Although the word “Budgetel” was displayed in bold, the word “INNS” was displayed in thin letters and in a smaller size. Interestingly, some of the letters in the word “Budgetel” were connected, while the letters “d” and “g” had little gaps. Behind the letters “g” and “e” was a concentric circular figure with three circles. The centre of the circle was red, while the rest were depicted in brown and yellow colours.
(1999 – Present)
In the late nineties, Budgetel Inns was renamed Baymont Inns and Suites, which necessitated a logo change. It featured the brand name in two levels, with “BAYMONT” written in a bigger size in uppercase, while “INN & SUITES” were written in a smaller size in uppercase. Both wordmarks are separated by a thin, straight line in blue. At the top of the wordmark were three colourful ribbons of blue, red, and yellow having forked tails. Out of the three ribbons, the one in red was longer.
The Elements of the Baymont Logo
Font
The Baymont logo features a bold, sans-serif typeface that conveys modernity and approachability. This choice of font is designed to be easily readable while projecting a sense of warmth and friendliness. Besides, it aligns with the brand’s emphasis on “Hometown Hospitality.”
Colour
The logo incorporates a vibrant colour palette that includes colours such as red, yellow, and blue. Here, red symbolises warmth, energy, passion, and excitement. The colour yellow evokes feelings of happiness and friendliness and enhances the welcoming aspect of the brand. The colour blue represents trust and reliability and adds a sense of stability to the logo.
The History of Baymont
The roots of Baymont can be traced back to 1973, when it was originally conceived as Budgetel by Steven Marcus, CEO of Marcus Corporation. The first Budgetel property opened in Oshkosh, Wisconsin, and was designed to offer limited-service and discount-priced accommodations. In 1984, a prototype hotel was developed featuring a distinctive long, box-like structure covered with precast concrete slabs. This design became characteristic of Budgetel hotels. In the 1990s, the Marcus Corporation began franchising Budgetel and made significant improvements to reposition the brand into the midscale segment.
In 1998, the brand was renamed Baymont Inns to reflect its new positioning in the midscale market. The name “Baymont” is believed to symbolise a broader geographic appeal and convey “from the bay to the mountains.” During this period, one Budgetel location was retained in Wisconsin to maintain brand recognition. In 2004, the La Quinta Corporation acquired the limited-service division of Marcus Corporation, which included both Baymont and Budgetel. This acquisition marked a significant change in ownership and direction for the brand.
In 2006, Cendant Corporation (the predecessor of Wyndham Hotel Group) acquired Baymont. The brand was rebranded as Baymont Inn & Suites, which further strengthened its identity within the Wyndham portfolio. In 2009, a merger with AmeriHost Inns significantly expanded Baymont’s footprint. As a result, a combined portfolio of about 240 hotels was created. This merger fuelled rapid growth for the brand. In 2015, Baymont celebrated its 400th hotel opening and marked its first hotel in Mexico. It gained recognition as one of the fastest-growing franchises in both 2016 and 2017 by Entrepreneur Magazine.
In 2017, a new brand identity was developed to enhance Baymont’s “hometown hospitality” narrative and to target a new consumer audience while unifying marketing collateral for franchisees. This initiative led to a 28% increase in properties across North America. And from 2020 onwards, despite challenges posed by the COVID-19 pandemic, Baymont continued to focus on quality service and adaptability in its hotel designs. It ensured that each property met high standards for guest experience.
As of December 31, 2023, Baymont operates 546 properties with over 41,000 rooms across North America. The brand remains committed to its core values of genuine service and community engagement, embodying its promise of “Hometown Hospitality.”
Interesting Facts About Baymont
- Baymont began its journey as Budgetel, a budget motel chain established by the Marcus Corporation in Oshkosh, Wisconsin. In 1998, the name was changed to Baymont Inns to reflect its positioning in the midscale market.
- The name “Baymont” arguably signifies the phrase “from the bay to the mountains,” to symbolise a broader geographic appeal.
- By December 2023, Baymont grew in size to own 546 properties after being acquired by the Wyndham Hotel Group in 2006.
- In 2015, Baymont opened its first hotel beyond the shores of the USA in Mexico.
- The approach of Baymont is to focus on a culture of “Hometown Hospitality,” which aims to make guests feel at home.
- Several owners and staff of Baymont belong to the local communities.
- Baymont runs initiatives such as the “Hometown Host” position in collaboration with the Arc. These are aimed at supporting individuals with developmental and intellectual disabilities.
- Baymont has a flexible prototype design that can be adapted to various markets. This includes designs incorporating outdoor spaces that cater to different climates and guest preferences.
- Most Baymont hotels are located in small towns and suburbs across the Midwest and South of the USA. This reflects a focus on serving local communities.
- Most Baymont hotels have a fitness room, a swimming pool, a meeting room, and a business centre.
- Baymont hotels host a Baymont Buddy contest for guests to enter their dog to win a photoshoot.
Finally
The Baymont logo and its evolution are not just about aesthetics; they represent the brand’s growth from a budget motel chain into a competitive player in the midscale hotel market. Each iteration of the logo has highlighted changes in branding strategy, market positioning, and customer engagement practices. With Baymont continuing to expand its footprint across North America and beyond, its logo is likely to evolve further to embody its ongoing commitment to hospitality and service excellence.