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Logo Watch: What Will Hilton’s New Logo Say To You?

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There’s a new logo in town for Hilton Hotels. It’s being promoted by Murphy O’Brien Public Relations of Los Angeles, and it’s supposed to help make the brand “more relevant to customers today.”

That’s what Dave Horton, global head of the Hilton Hotels brand, told The Washington Post. Will people notice? Horton tells the Post he doesn’t necessarily expect them to right away–rather, he highlighted the addition of the word ‘resorts’ to the logo and the research that went into the process (consumer research in Asia, the Middle East, Europe and the Americas, and a graphics-firm prepared, custom-designed font).

Horton said the new type is cleaner, the darker blue more sophisticated and the smaller cartouche (the H symbol) brings out the name better. “We began to feel that the cartouche was overwhelming the word Hilton a little bit too much,” he said.

In December, PRNewser reported on Hilton Hotels putting its PR agency of record duties up for review.

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