Earlier this year, I was challenged with refreshing the Crowne Plaza brand whilst ensuring that the logo was still instantly recognisable. Retaining the iconic parts was essential; the waves, which sit burdensomely above the word mark are recognisable to the brand worldwide, so these needed to be included within the new brand some way or another.
The real challenge for me here, was to create a fresh look for Crowne Plaza, whilst still keeping the important established elements of what the brand is today. After analysing the logo in detail and researching further into the company and its guests, interesting ideas began to spark.
I realised that the three flags weren't requisite and that the logo could be easily simplified by reducing the number of flags. After many sketches and more research, I decided to use one flag. This ensured simplicity, it also meant that when the logo was reduced in size, it would always be recognisable.
I wasn't overly keen on the original colour scheme for Crowne Plaza, but again, this was a huge element of the brands recognisable identity. I decided to keep the original colour scheme but brighten it to create a more modern, friendly and brighter feel. I also added the dark blue to give the palette a contracting element.
After a large amount of research I chose the typeface (Pangram) which I felt best compliments the new, modern Crowne Plaza brand. The simplicity throughout the typeface helps create a much younger feel throughout the brand, which is exactly what I wanted to achieve.
An important factor to remember is that the logo is not the brand, a logo is just a small factor of the brand. Yes, the Crowne Plaza logo is recognisable, but how effective is the brand?
I wanted the new brand to have a statement piece which would be recognisable worldwide. One thing which stood out to me about all of the Crowne Plaza hotels is that they're all completely different. Some buildings are more plain, some buildings are really fascinating with regards to architecture.