Hotel Indigo launches new visual identity and website

2 min reading time

Published on 14/12/22 - Updated on 14/12/22

Hotel Indigo Williamsburg – Brooklyn

Hotel Indigo, part of IHG Hotels & Resorts’ Luxury & Lifestyle Collection, has debuted its refreshed brand visual identity and website. The new look puts illustrations to the forefront in order to convey the uniqueness of each neighbourhood around the world that hosts a Hotel Indigo property.

To give life to this new creative direction, the brand called upon a carefully selected group of artists to imagine bespoke illustrations for each of its 135 hotels. As the brand grows over the coming years, the new design will grow with it and new local artists will be commissioned to illustrate each hotel’s distinct Neighborhood Story. The brand currently has 124 properties in its development pipeline.

Examples of new hotel visual identities include:

Hotel Indigo Williamsburg – Brooklyn
The area’s history as a centre of the coffee and sugar trade is honoured with illustrations of sugar cubes being dropped into a cup of coffee.

Hotel Indigo Brisbane City Centre
The property’s new visual identity pays homage to the Blue Emperor Butterfly, an emblematic indigenous species to Queensland.

Hotel Indigo The Hague - Palace Noordeinde
The hotel has a history as a bank, as such its illustration depicts a golden coin.

Hotel Indigo Exeter
The soon-to-open hotel is illustrated by a woman wearing a hat. This illustration is a reference to Colson’s Department Store, which once stood on the site now occupied by the new Hotel Indigo property.

A brand-new website has been created to unveil this refreshed brand image. In addition, each hotel’s illustration can be spotted throughout the property and be collected on small mementos such as pins and postcards.

Like all strong editorial, the Hotel Indigo world is steeped in storytelling. Each of our hotels provides a gateway for guests to discover some of the world’s most inspiring and culturally rich neighbourhoods. Our new visual identity balances character with sophistication, adventure with familiarity, and comfort with expression. We play within these polarities to create meaningful, enriching experiences for our guests around the world both on- and off-property.

Carol Hoeller, Vice-President Global Brand Management at Hotel Indigo

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