New Accor Branding
Accor has refocused on its core business, hotels and in September 2011, it unveiled its new objective. Underscored by a new tagline and modified audio and visual identity, this ambition represents a new chapter in the group’s history.
A new tagline, a whole new state of mind
The new tagline “Open New Frontiers in Hospitality®” embodies the group’s aspiration to regenerate the spirit of innovation that is in its genes and imagine new forms of hospitality, notably digital ones.
“Open”, symbolizes permanent innovation, “New Frontiers”, the desire to accelerate the company’s expansion, and “Hospitality” reflects our aspiration to live the hotelier profession with passion by re-inventing our relationship with our clients and employees.
This Accor tagline is universal and only exists in English.
A new role for the Accor brand
The Accor brand will now play a larger role, particularly with the general public.
On the one hand, it will convey our commitments to wider audience, particularly in human resources, sustainable development and multiculturalism, thus generating more value for all our hotel brands.
On the other, in the Internet battle field, which is crucial to the future of the hotel business, as a commercial umbrella brand, it will be associated with the most strategic direct distribution channel, namely Accorhotels.com, and with the loyalty program A|Club renamed Le Club Accorhotels.
Lastly, to strengthen the bond of trust and the credibility of its brands, Accor will also become an endorsement brand with a new endorsement system, “by Accor” which will be used in all the brands’ communications.
A reinforced identity footprint
The transformation of the visual identity of the Accor brand and its associated brands (Accorhotels.com, etc.) reflects the new Accor spirit and spotlights one of the brand’s founding elements: the bernache goose.
The bernache becomes the Accor brand’s unique and distinctive symbol, a fully-fledged icon, a hallmark, which, like other major world brand icons is distinguishing, universal, recognized and undisputed. This brand icon focused on the bernache goose reflects the group’s values and ambition. It is meant to become a consumer brand. It evokes openness to the world, migration, freedom and knowing how to achieve things together. There is now one, unique bernache, but it is also plural since it represents Accor’s 145,000 employees.
To reinforce its identity footprint the brand has also acquired its own unique and exclusive typography, Best Future, with a new enriched ink palette including a range of “Accor blues”.
An original music soundtrack created especially for Accor
Lastly, to reinforce the group’s identity, an original music soundtrack has been created. This timeless, frontier-less composition was inspired by the brand’s tagline. Its pop-rock style revisits the group’s pioneer spirit. The instruments (guitar, saxophone, piano, drums and percussion, etc.) evoke the ideas of travel, confidence and warmth that are characteristic of Accor yesterday, today and tomorrow.
Discover the music’s ‘making of’*
Repositioned in this way, with a modernized identity system (unique typography, new color palette, original music soundtrack), Accor aims to be the hotel industry’s most competitive and attractive relationship brand for partners, employees and customers alike.
Important: Original music soundtrack “New Frontiers in Hospitality” composed by Dominique Cotten.
All rights reserved Accor 2011. The use, reproduction and distribution by anyone other than Accor is strictly forbidden.
Pauses, removal of sections or editing of the music are not accepted