Accor, one of the world’s leading hospitality group and with more than 4000 hotels worldwide and more than 35 hotel brands, is taking its corporate brand to the next level to reflect its premiumisation and innovation-led spirit. To reflect our new positioning, inspirational assets were key to convey this transformation and to rally our broad community (clients, B2B partners, employees…)
Regarding the corporate brand identity relaunch, we are updated and premiumised our brand to match our business strategy, starting with our identity.
Our name is unchanged but streamlined, to express our ambition beyond hotels. Our logo is confident, premium, and visually iconic. The monogram is our seal of excellence, blending an iconic A with the bernache, our historic symbol. Accor’s tagline is Live Limitless : an aspiration for what we bring to consumers. A rallying cry for personal achievement. A promise of nonstop potential and opportunities.
In order to express our transformation, we created the Positioning movie (produced by Cowboys, directed by HossegorxThe Style Council)
The intention was to create an aspirational movie around all the sensations and feelings travelling can bring you: freedom, contemplation, love, sharing, discovery, with graphic codes taken from the luxury world.
As a tribute to Accor’s historical symbol, the bernache goose, characters in the film open their wings across the wide range of experiences.
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