Crowne Plaza Visual Identity

Client: InterContinental Hotels Group

Sector: Hospitality

Commission: 2016

Launch: 2017

PearsonLloyd, as part of a multi-agency team working with the Global Innovation and Design team at IHG (InterContinental Hotels Group), NB studio London (Identity Guidelines) and Ogilvy New York (Global Advertising Campaign) has created the new Visual Identity for Crowne Plaza Hotels and Resorts.

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Following the successful launch and roll out of the new WorkLife guest room in 2016, PearsonLloyd developed the global design philosophy for the brand; a strategic framework designed to drive innovation from global brand strategy through to regional roll out, that covers all aspects of delivery, from the visual identity to digital applications and from the built environment to service.

The Crowne Plaza visual identity is the newest achievement of the design philosophy and has seen the brand evolve its proposition to build recognition, challenge its sector and drive engagement with its guests.

We have introduced new assets, inspired by the logo mark, that give a more prominent role to pattern and texture. Redefined the use of plum, a core brand colour, to make it more impactful. Created new photography guidelines to allow it to be authentic and honest. Crafted illustrations to add a modern personality. And streamlined the typography to support a clear, confident tone of voice.

The new identity provides clear design guidance across the guest journey, bringing a new professionalism to the brand experience, which is rolling out globally across print, digital and physical assets in 2017 and 2018.

PearsonLloyd was responsible for the strategic positioning, creative strategy and art direction and has been working with Crowne Plaza Hotels and Resorts since 2011 on a series of design and brand strategy projects that is transforming the guest experience.