InterContinental Hotels & Resorts is a leading UK-based luxury hotel brand that began as a subsidiary of Pan American World Airways. Established in 1946 by Juan Trippe, the hotel, now part of the InterContinental Hotel Group (IHG), has since expanded its footprint all over the globe. The visual identity of InterContinental, in the form of its logo, has undertaken a fascinating journey over the years. It reflects the discerning tastes of the customers and trends in design aesthetics. The article delves into the evolution of the visual identity or logo of InterContinental Hotels and Resorts over the years.
The Genesis of the InterContinental Logo (1946–2002)
The earliest known InterContinental logo dates back to 1946, when the brand was founded as a subsidiary of Pan American World Airways. This original logo featured a blue rectangle with a golden emblem in the top half and a wordmark at the bottom. The emblem was a vertical oval with two pointed edges and a prominent blue ‘I’ in the centre. The wordmark featuring the brand name was written in white capital letters using a serif font. And below the brand name was written “HOTELS AND RESORTS” in a smaller size. The two wordmarks were separated by a thin white line. The logo design conveyed opulence and trustworthiness, qualities that resonate with luxury travellers.
A Global Brand Evolution (2022–Today)
In 2022, InterContinental embarked on an extensive global brand promotion. It aimed to reimagine the luxury travel experience for modern travellers. As part of this transformation, the brand unveiled a fresh approach to its visual identity and focused on cultivated elegance as the guiding principle.
The redesigned logo retains the iconic ‘I’ symbol but with a more refined and sophisticated look. The wordmark “INTERCONTINENTAL” has been updated to a sleek, sans-serif font that exudes a sense of timeless elegance. The colour palette has been refined, with a focus on neutral tones to complement the luxury positioning of the brand.
The Elements of the InterContinental Logo
Symbol
The current emblem features a simplified, three-dimensional design. It consists of a white letter “I” set against a golden background with a gradient. The contours of the oval emblem have a brown frame to convey a modern and elegant appearance.
Font
The word “INTERCONTINENTAL” is presented in a clean, grey sans-serif font. The design has been streamlined to focus on the brand name as well as the additional text such as “HOTELS & RESORTS.”
Colour
The logo primarily uses a neutral palette, with brown and white dominating the design. This choice conveys sophistication and luxury, and aligns with the positioning of the brand in the high-end hospitality market.
Finally
The evolution of the InterContinental logo is a testament to the brand’s ability to adapt and innovate while staying true to its core values. From starting small in 1946 to its current status as a global luxury icon, InterContinental has consistently used its visual identity to communicate its unique blend of tradition and modernity.
As InterContinental continues to grow and expand, with several new hotels and resorts in the pipeline, its logo will undoubtedly continue to evolve. However, one thing remains constant: the brand’s commitment to providing exceptional experiences and unparalleled service to its guests.