Global Relaunch of the Delta Hotels Brand
As communicated to Delta Hotels owners and franchisees late last year, we have been working with the creative agency Flamingo to define and sharpen the Delta Hotels’ brand positioning and message. Since that time, we have made significant progress related to this effort, and we are pleased to inform you that we have upgraded the Delta Hotels logo and plan to unveil the new logo at the upcoming ALIS conference.
The new Delta Hotels logo will signal a global relaunch of the brand, reflect its new clearer and stronger positioning in the market, and elevate the identity of the brand with a more contemporary look and feel. The refreshed brand logo is part of a larger brand identity strategy and brand positioning that will be rolled out to hotels throughout 2016. You will notice that the new logo includes the Marriott name. Adding the Marriott endorsement to Delta Hotels will enable customers to quickly recognize the brand as a member of the Marriott International family of brands. This endorsement is enhanced by the brand’s participation in Marriott’s systems and programs, including Marriott Rewards and Marriott.com.
In advance of the announcement at ALIS next week, we wanted to share a few key points with you.
- At this time, existing Delta Hotels owners are not required to replace their building signage. If you are interested in replacing the signage on any of your properties, Marriott’s Global Design team and our recommended external sign companies can assist you in doing so.
- Brand voice guidelines and implementation plans are being developed and should be available within the next six months. These guidelines will provide detail, including how to appropriately apply the new logo and brand voice to various touch points throughout the hotel. Once developed, these guidelines and the associated art files will be released to hotels through Marriott’s Weekly Update (to be available on Marriott Global Source (MGS) and Brandworks), as well as to vendor partners.
- Once the new logos and guidelines are released, existing inventories of branded consumable items should be exhausted and products with the new brand voice should be ordered upon replenishment.
We are excited about the direction of Delta Hotels and the growth potential for the brand under our new positioning. This new logo is just the beginning of many enhancements to come. We will continue to keep you updated as we roll out the new guidelines. Should you have any questions at this time, please let us know.
Best regards,
Don Cleary
President, Marriott Hotels of Canada
