JW Marriott Brand Identity Refresh
Please note: Hotels will be provided information via the Aug. 28 Weekly Update and a Webinar on Aug. 31.
In September, the JW Marriott brand will launch a refreshed identity and provide hotels with access to updated marketing items and collateral. With this update, JW will continue to strengthen its perception as a modern, luxury brand and drive global consistency across the portfolio. Features of the updated brand include:
- New visual identity: An updated look and feel for the brand, with a color palette and fonts that are flexible and appropriate for both hotels and resorts
- Restructured logo: A modern font and smaller griffin icon with more emphasis placed on the JW portion of the logo to highlight the strong heritage of the brand
- Refreshed verbal identity: Revised language to reflect the JW positioning of “approachable luxury”
This brand identity update will not currently impact on-property signage and properties are only expected to begin using the new materials as their current inventory is depleted. The program is designed to be cost neutral overall, with only a very modest increase as needed per 2017 operational budget guidance.
The distribution and artwork for marketing and other collateral will follow a phased approach. In Q3 of 2017, “Tier 1” items such as key cards/packets, door knob hangers, and business cards will be available for order. In Q4 of 2017, “Tier 2” items such as the guest folio, mobile check-in signage and sales collateral will be available.
Of note, if a property has installed the Guestroom Entertainment platform and has their guest directory featured on the television, the in-room dining guide is the only in-room key luxury marker that will require reprinting (no additional printing of the guest directory will be required), a cost anticipated per 2017 budget guidance.
Review the complete list of items in each tier on the JW MGS page. Should you have any questions, please contact JWHotels@marriott.com.
