Choice Hotels International has unveiled new visual identities for several brands within its Radisson Hotels Americas portfolio, including the upscale Radisson and upper-upscale Radisson Blu and Radisson Individuals flags.
Choice Hotels acquired Radisson Hotels Americas in 2022.
Central to the refresh are new logos for the upscale Radisson and upper-upscale Radisson Blu and Radisson Individuals brands. The redesigned Radisson logo features a bold, elongated typeface, which pays homage to the 115-year-old brand's original hotel signage, while Radisson Blu's new visual identity is intended to evoke the flag's Scandinavian roots.
Choice Hotels acquired the Radisson Hotels Americas stable in 2022. Photo Credit: Radisson Hotel Group Americas
According to Choice Hotels, the revamped Radisson Individuals logo is "intentionally subtle," enabling the individual character of the soft brand's boutique and independent properties to remain at the forefront.
Indy Adenaw, Choice Hotels' senior vice president and general manager for upscale brands, said the move marks "a new era for these beloved Radisson brands."
"We're committed to further strengthening and distinguishing these brands within an increasingly competitive landscape," said Adenaw.
Future updates backing the rebrand
Implementation of the new branding will begin this year, with the Radisson Hotel El Paso Airport and Radisson Blu Fargo among the first properties to showcase the updated visual elements.
The rebrand will be backed by additional updates, including the rollout of more elevated food and beverage concepts across the Radisson Hotels Americas portfolio and a $15 million renovation of the Radisson Blu Mall of America.
Choice Hotels has more than 7,500 hotels total across its 22 brands, with more than 1,000 of those properties playing in the upscale, upper upscale and luxury segments.