NEW ORLEANS— HOTEL BUSINESS® has learned Hilton Garden Inn is changing its logo to carve a more distinct niche for itself within the Hilton brand family. Gone will be the swirly blue Hilton cartouche; in its place will be a reddish square with an overlay of what appears to be a four-petal flower. Upon closer inspection, the petals are actually stylized Gs and Is. The lack of an H is deliberate and part of the effort by the 127-unit chain to further differentiate itself from its brand siblings In fact, the word Hilton now sits atop a much larger Garden Inn, bringing the brand name into greater prominence. “We are taking a little bit of a step from Hilton,” said Mark Nogal, senior director of marketing for HGI. The new logo rollout is officially set for March. “Everything that we’re doing we’re testing with consumers, verifying what their perceptions are and allowing them to help drive what we’re doing for the brand,” he added. Nogal said Hilton traveled nationwide conducting test sessions, and followed focus group suggestions that the Hilton name be reduced in relation to Garden Inn, much like one of the brand’s key competitors, Marriott, does with several of its brands, e.g., Courtyard by Marriott. “We also asked if we should put Hilton after Garden Inn, but they said no, noting it would look like Hilton bought another chain and we’re just throwing our name on it,” said Nogal. “So by leading with Hilton, we give credibility, but by emphasizing Garden Inn, we’re stressing that it is a different type of hotel.” HGI is also launching a tandem program to gain greater awareness for the brand to help it grow. Adrian Kurre, HGI’s svp-brand management, said all the properties that are scheduled to open in 2002 will open with the new signage. “We’re giving people the option of putting the new signage up now, and over the next three to five years, we’ll change to the [existing]hotels to the new package. So it will take us a while to move all of the hotels over,” he said. “It’s one of those things we’re going to do over time and not something I want to spend $5 million to turn over the logo. But because I’ve got 34 hotels opening this year, I’ve got 34 ways to get the sign up on the buildings.” Kurre said in order to maximize to letterset on the buildings’ exteriors, Hilton will be centered over Garden Inn, and be 70% the size of Garden Inn, be placed inside the signature gable, and be a red sign, instead of blue. He added the brand has the support of its Franchise Advisory Council and franchisees will be getting the word this week that the logo has been finalized. “We’ve had some information out there,” said Nogal, “but we’re in the process of putting out a full kit for them to begin the changeover process.” HGI will adhere to a “no-waste” policy as far as collateral and the changeover are concerned, meaning franchisees do not have to immediately trash all existing logoed items. — Stefani C. O’Connor
