EID Registration & Help
April 4, 2018 Uncategorized

Updates to Classic Select Brand Logo and Identity

Courtyard, SpringHill Suites, Fairfield, Residence Inn and TownePlace Suites Owners & Franchise Management Companies | In 2018, several of the brands across the Classic Select portfolio will launch a new logo and/or a brand identity update, including Courtyard, SpringHill Suites, Fairfield, Residence Inn and TownePlace Suites. The objective of these updates is to create a fresh and distinct look and feel for each brand that aligns with their brand positioning, strengthens their portfolio affiliation with a consistent treatment of the “by Marriott” endorsement, and introduces the modern Marriott endorsement font.

Scope of Changes

  • Courtyard: Logo and brand identity
  • SpringHill Suites: Logo
  • Fairfield: Brand name, logo and brand identity
  • Residence Inn: Logo and brand identity
  • TownePlace Suites: Logo

In addition to a new logo and brand identity, the Fairfield brand has been known across the organization and continents by several different names since its start 30 years ago. These names include Fairfield Inn, Fairfield Inn & Suites and Fairfield by Marriott. The brand will now simply be known as Fairfield by Marriott across all countries and markets in company and brand communications.

Timeline

  • April 2018: CY, SHS, FF, RI, TPS: Marriott Digital channel launch – logo and brand colors (i.e., M.com, HWS, eReservation).
  • September 4 – November 1, 2018: CY, SHS, FF, RI, TPS: new brand logo, identity guidelines including style
    and photography, on-property collateral, BrandWorks templates and Brand Immersion training.
  • July 1, 2019: BSA Audit date (NA) for all collateral begins for CY, SHS, FF, RI, TPS.
  • Exterior signage: Signage updates are not mandated across the brands. They will be incorporated into new builds and PIPs.

Encourage your hotels to review their communication pieces and work to deplete printed inventory by launch date for each brand. Should you have questions:

Courtyard: Courtyardbrandvoice@marriott.com
Fairfield: FFmarketing@marriott.com
SpringHill Suites: SHS.Marketing@marriott.com
Residence Inn: RI.Marketing@marriott.com
TownePlace Suites: TPSMarketing@marriott.com

Please note: Information will be shared with GMs of Courtyard, SpringHill Suites, Fairfield, Residence Inn and TownePlace Suites hotels via the April 9 version of the Weekly Update.