The JW Marriott brand is synonymous with luxury, sophistication, and exceptional service. Over the decades, its visual identity, which is epitomised by its iconic logo, has evolved to reflect the changing times. It has stayed true to its core values while adapting to modern design trends. This article explores the history and evolution of the JW Marriott logo from its inception to its current form. It traces how the logo has remained a symbol of excellence in the hospitality industry.
The Genesis of the JW Marriott Logo (1984 – 2010)
The original JW Marriott logo was designed with a strong emphasis on heritage. It featured a stylised emblem with an abstract lion-like figure with wings and a wordmark consisting of the brand name. The abstract figure with strong paws and wings resembled a powerful and elegant symbol that resonated with the brand’s values of strength, freedom, and leadership. The figure appeared in a contrast of deep and light olive green with white accents. The figure was enclosed in a blue square with a double gold-coloured frame.
Below the emblem was written the brand name in blue colour using a heavy sans-serif typeface. The word “JW MARRIOTT” was written in a bigger size compared to the “HOTELS & RESORTS” in two levels. The glyphs of the individual letters were sharp and pointed. This logo served the brand well for more than two decades and helped establish JW Marriott as a premier name in the luxury hospitality sector.
(2010 – 2017)
As the brand expanded globally and the landscape of graphic design evolved, JW Marriott recognised the need for a more contemporary and versatile visual identity. In the early 2000s, the logo underwent a significant redesign. The updated version had the emblem feature the abstract image of a beast cum eagle in pitch black as its core symbol.
The symbol gave the impression of a figure that was a cross between a beast and an eagle. The logo was simplified to create a cleaner and more minimalist look. This change was in line with the industry’s movement towards simpler, more recognisable logos that could be easily adapted to digital and print media. The wordmark displayed only the brand name in black.
The typography of the wordmark also saw a transformation during this period. The heavy serif typeface was replaced with a modern, sans-serif font. It conveyed sophistication without the weightiness of the original design. This shift reflected the brand’s commitment to stay modern without making any dent in its reputation.
(2017 – Present)
The 2017 iteration of the JW Marriott logo represents a refined approach to branding. This version retains the earlier logo and its core elements but changes the colour and typeface. The whole logo was depicted in a dark grey colour scheme and placed against a white background.
The wordmark below has the initials “JW” written in a bold sans-serif typeface, while “MARRIOTT” is rendered in a thin style. Further, the individual letters in “MARRIOTT” were placed apart. By incorporating a balance of tradition and modernity, the logo perfectly embodies JW Marriott’s identity as a brand that honours its past while looking forward to the future.
The Significance of the JW Marriott Logo
The evolution of the JW Marriott logo reflects more than just aesthetic changes; it tells the story of a brand’s journey. Each iteration has been carefully crafted to resonate with its clientele’s expectations and to align with broader design trends. The current logo’s elegant yet simple design supports JW Marriott’s position as a leader in the luxury hotel market. It emphasises both legacy and innovation.
The Elements of the JW Marriott Logo
Symbol
The emblem comprises an abstract form of an eagle and a beast, which represents power, freedom, and leadership. In its current form, the abstract figure features an artistic, flowing design that suggests grace and movement.
Font
The logo features a refined serif font that combines traditional elegance with a modern touch. This font was chosen to communicate the brand’s commitment to luxury and timeless sophistication.
Colour
The colour palette of the JW Marriott logo is predominantly black or dark grey, which exudes a sense of class and luxury. The monochromatic colour scheme aligns with the minimalist trend in high-end branding. It ensures that the logo appears sleek and professional across various media.
The History of JW Marriott
The JW Marriott brand was founded in 1984 by Bill Marriott, the son of J. Willard Marriott, the founder of the Marriott Corporation. The luxury brand was established to offer an elevated experience, which was distinct from the core Marriott Hotels brand. It targeted discerning travellers who sought sophistication and personalised service. From its early days, the brand’s identity has been closely linked with tradition, quality, and the legacy of its founder.
Willard Marriott started his career with humble beginnings of operating a root beer stand in Washington, D.C., in 1927 with his wife, Alice Marriott. This modest venture gradually expanded into a chain of successful restaurants called Hot Shoppes, which provided hearty meals at reasonable prices. Marriott’s keen eye for business and relentless work ethic fuelled the growth of the company.
In 1957, Marriott opened its first hotel, the Twin Bridges Motor Hotel, in Arlington, Virginia. It marked the beginning of Marriott’s foray into the hospitality industry. The company’s philosophy of putting people first was inspired by J. Willard Marriott’s strong values, which became a core tenet of its service model. This customer-centric approach propelled the company into becoming a trusted name in the hospitality sector.
Bill Marriott, the son of J. Willard, took the reins of the company in the 1970s and further expanded the reach of Marriott. He led the hotel to diversify into new areas like theme parks and cruise lines. However, the most significant leap came with the establishment of the JW Marriott brand in 1984, which was named in honour of his father. The brand was designed to cater to luxury travellers who sought a combination of elegance, modernity, and personal service.
Since its inception, JW Marriott has grown into a global name with properties in major cities and exotic locations around the world. Each hotel maintains the high standards of comfort, quality, and service that have become synonymous with the Marriott name.
Interesting Facts About JW Marriott
- The JW Marriott brand was established in 1984 with its first hotel opening in Washington, D.C.
- JW Marriott is arguably the largest hotel chain globally by the number of rooms. The chain owns about 8,000 properties with 1,423,044 rooms in 131 countries and regions.
- JW in JW Marriott stands for John Willard, who started the Marriott hotel chain about 90 years ago. He began with two motels in Washington, D.C.—the Quality Inn at the airport and the Twin Bridge.
- JW Marriott Hotel implemented the first online reservation system to book rooms in the world.
- JW Marriott operates in the luxury segment of the hospitality market. It is positioned between the Ritz-Carlton and the traditional Marriott brands and offers spacious rooms and premium amenities like spas and fitness centres.
- JW Marriott was the first hotel to enter the cruise industry in 1972. It did so by partnering with SunLine.
- JW Marriott Dubai happens to be the second largest hotel in the world. It comprises 72 stories and 1608 rooms and is about 355 meters tall.
- The JW Marriott in Jakarta was the site of bombings by terrorists in 2003 and 2009.
- The brand has integrated loyalty programs by acquiring Starwood Hotels, thereby enhancing customer retention through rewarding experiences.
- When most hotels stop customers at the reception to complete the formalities, JW Marriott allows them to go directly to their rooms and relax. Formalities are completed later.
- Most properties under the aegis of JW Marriott operate on a franchise model. In other words, they are operated by individual business owners under the branding of JW Marriott.
Finally
The JW Marriott logo and its changes over the years illustrate the adaptability and commitment of the brand to excellence. By evolving its visual identity, JW Marriott continues to reinforce its image as a symbol of luxury. It ensures the brand remains relevant and aspirational in an ever-changing industry.