NEW YORK—Warwick International Hotels has completed a company-wide rebranding initiative that includes a new corporate identity, a new logo and revised visual language. The brand is now named Warwick Hotels and Resorts.
Previously, each hotel in the collection utilized its own individual logo. As the company has continued to grow over the past 10 years—more than 50 properties in 25 countries, including properties throughout the U.S., Caribbean, Europe, Asia, the Middle East and Africa—it became important for the Warwick brand to express its brand values correctly to the public.
According to Warren Chiu, VP of development for Warwick Hotels and Resorts, while the company’s name has changed, its core mission and values have not.
“Our company’s mission is to continue to invest in our hotels to ensure the highest standard of satisfaction and quality for both our new and returning guests,” said Chiu. “From a growth standpoint, our mission is to expand the Warwick brand in locations that will add strategic and financial value to the company as a whole.”
In the past three years, the brand added new hotels in key locations, including Chicago, Dubai and Nassau Paradise Island, the Bahamas. The latter resort is expected to open in October. These newer properties join hotels in major destinations throughout the world, including Paris, New York and Brussels.
In addition, the brand has invested more than $25 million in the past three years in the renovation and refurbishment of its core hotels in New York, Paris, San Francisco, Brussels and Fiji.
The new logo graphically embodies the spirit of the brand with a King’s crown taking on the form of the letter “W” for Warwick and the color violet in the logo is associated with royalty and nobility. These elements are designed to represent the level of service and commitment to guests found throughout the collection, according to the company.
“A brand is more than just a name or logo, it is every single touchpoint of the guest experience,” said Chiu. “Our company has been committed for 35 years to providing our guests with a singularly outstanding experience and this commitment will only continue to grow as we evolve into this new era.”
In addition to the name and logo change, the rebranding encompasses changes in staff uniforms, guestroom collateral items, color schemes, communication materials, staff training programs, facade and interior signage as well.