Choice Hotels International is a prominent name in the hospitality industry that boasts of a rich history dating back to 1939. Over the decades, the company’s visual identity has evolved and which reflects its growth, innovation, and commitment to quality. The article explores the history and evolution of the Choice Hotels International logo, among other details, over the years.
The Genesis of the Choice Hotels International Logo (1990 – 2015)
In 1939, seven motel owners in the southern United States formed an informal group known as Quality Courts. This association aimed to set consistent quality standards for motels and thereby ensure guests received reliable and comfortable accommodations. By 1941, the group had formalised into Quality Courts United, Inc., which marked the establishment of the nation’s first hotel chain.
It was only in 1990 that the company was rebranded as Choice Hotels International. Consequently, the logo featured the individual hotel logos that made up the brand along with the brand name in two levels and enclosed within two straight lines. Executed in a sans-serif typeface, the brand name in black uppercase showed pointed serifs. The wordmark “CHOICE HOTELS” was written in a bigger size, while “INTERNATIONAL” was written in a smaller size with adequate spacing between letters.
(2015 – Present)
The latest logo of Choice Hotels International comprises a circular emblem on the left and the brand name written thereafter in two levels. The circular emblem has the letter “D” shown in reverse in orange colour and two arc elements in yellow against a white background. To the right of the emblem is mentioned the brand name “Choice Hotels’ in bold uppercase but in different sizes and colour. For instance, the wordmark “Choice” is written in grey in a massive size, while “Hotels” is written in a smaller size in orange.
The Elements of the Choice Hotels International Logo
Symbol
The Choice Hotels logo incorporates a stylised “C” emblem, often with a gradient effect in shades of orange and yellow. This creates a dynamic and modern look and gives the logo a sense of movement and evolution.
Font
The font used in the Choice Hotels International logo is a modern, clean, and bold sans-serif typeface. This typeface conveys professionalism, reliability, and simplicity, which are essential qualities in the hospitality industry.
Colour
The colour palette of the Choice Hotels International logo consists of orange, yellow, and grey tones. It symbolises warmth, trust, and sophistication.
Finally
The logo of Choice Hotels International has evolved in tandem with the company’s growth and the dynamic landscape of the hospitality industry. From its origins as Quality Courts to its current status as a global hospitality leader, the company’s branding journey shows its commitment to innovation, quality, and customer satisfaction.