SINGAPORE—IHG has revealed Regent Hotels & Resorts’ new logo and monogram.
The logo is designed to epitomize modern luxury with a nod to traditional cues respecting the brand’s heritage and identity. It is bold, confident and sophisticated balanced with a warm elegance that is in line with a modern hospitality brand, according to the company.
The logo creation is an extension of the Regent rebranding journey which started last year. To deliver a deeply curated luxury brand at pace, IHG gathered learnings from outside of hospitality, engaging luxury tastemakers and experts from diverse fields to take the brand into the future of luxury. In the same vein, IHG engaged a panel of leading creatives and experts from fashion and luxury such as celebrated fashion designer Tanya Golesic, president, Jimmy Choo, Americas; designer Bibhu Mohapatra; and designer Simon Spurr to provide feedback on the logo design. Their insights helped shape the design directions that resonate most with guests and best reflect the characteristics of Regent.
Designed by Andreas Neophytou, the brand’s creative director and typographer, who has done work for the world’s leading luxury brands, the new logo is defined by an elegant simplicity. Built on the legacy of the original logo, the leg of the R is extended in a lateral curve from the stem downwards to the baseline, eventually joining it to the “e” resulting in a referential brush-like character the subtly alludes to the primary one.
Regent Hotels & Resort is present in five countries with six open hotels and four properties due to open in the next three to five years in Hong Kong, Jakarta, Kuala Lumpur and Phu Quoc.