Carlson on Monday launched a new identity for its Country Inns & Suites By Carlson brand to broaden its appeal to the next generation of travelers. This is the first major refresh of the brand in its 25-year history.
While Carlson, Minnetonka, Minnesota, said while the new design package retains the brand’s warmth and approachability, the new logo, architecture and interiors are meant to convey strength and sophistication.
The Generation 4 prototype has been designed by London-based, service design and architecture firm Virgile and Stone, while interior designer Genevieve Gorder is translating the company’s vision. The design features plush rugs and soft textiles, adding layers of softness to convey comfort and relaxation. Stone surfaces have been selected to add warmth, interest and depth. Exteriors use contemporary colors, textures and materials, and landscaping will serve to soften the external façade and complement the natural building materials, while providing privacy and screening. Natural daylight floods communal interior spaces, connecting internal and external areas.
The new logo features a font that is unique to the brand and includes a redesigned rose taken from the original logo. The logo type has been kept lower case to keep it more human and relatable, according to Carlson.
Carlson said consumers will see different levels of the Generation 4 prototype in hotels as soon as Fall 2013, as properties continue the natural renovation cycle. Country Inns & Suites’ website, mobile and other hotel touch points, such as key cards, signage and in-room stationary will more immediately reflect the new identity.
Carlson is holding a press conference on Tuesday to further discuss the new brand identity and HOTELS will update this story with more details then.