Best Western International launches new name and logo

Best Western International is to be renamed Best Western Hotels & Resorts and is launching a new logo in mid-November.

David Kong, president and CEO of Best Western Hotels & Resorts, said, “For more than two decades, Best Western has had a familiar, recognizable, and visible logo. But with our investments in this 69-year old brand during the last ten years, we need to make consumers aware of the exciting improvements in our brand.

'We are embracing our future with a completely reimagined brand identity that clarifies our exceptional offerings and broadens our appeal with a contemporary, energetic and relevant look.

“We started over. These new logos are dramatically different and illustrate the amazing products and offerings of today’s Best Western.”

Best Western has evolved significantly in the last ten years. The introduction of a new masterbrand name and unique logos for each hotel brand communicates to travelers and developers the changes that have taken place to contemporise Best Western.

Best Western International will also be renamed Best Western Hotels & Resorts and use a new logo to identify the master company for its seven distinct brands: Best Western, Best Western Plus®, Best Western Plus Executive Residency®, Best Western Premier®, Vîb®, BW Premier Collection® and GLô, the company’s new broad midscale, new construction hotel brand.

Best Western is also clarifying the differences between each hotel type by introducing new logos for Best Western, Best Western Plus and Best Western Premier. In addition, the rebranding emphasises the brand’s initials — BW — in the new logo, which will be used across all communications channels, especially resonating in the digital space where space for a name is limited.