Accor
Accor is a French multinational hospitality company that owns, manages and franchises hotels, resorts and vacation properties.
My Role
Design Concept / Logo Design
Print Design / UI Design
Agency
Anthem/SGK Group
Sydney
Client
Accor
Year
2018/19
Brief
The Group now owns 50+ brands and businesses—hotels, clubs, restaurants, co-working, and tech start-ups. But the consumer doesn’t see this. To embody Accor’s ambitious vision beyond the hotel industry to new customer experiences, we had to redefine the Group’s ecosystem, showcase the new brand portfolio and get internal audiences to embrace the change. We also had to bring the Group’s vision ‘Beyond hospitality’ to life, imagine how Accor can drive synergies between its businesses, premiumise the brand to reflect its position as a leading luxury and lifestyle hospitality brand, and make its strategy of “augmented hospitality” tangible to consumers.
Solution
Create a premium, timeless and iconic brand: Accorhotels was simplified to Accor. The new logo is a monogram, a seal of excellence associating the ‘A’ with the goose, a historical symbol of the brand. With its high-end colour palette, sophisticated imagery, and restrained minimalism, the brand is confidently streamlined with elegant simplicity to assert Accor’s leadership position.
