• by Tanya Gazdik , May 3, 2018

The Comfort brand revealed a new logo to complement the renovations underway at properties throughout its network. 

Thousands of franchisees gathered at Choice Hotels' annual convention to hear about the brand’s plans. The unveiling marks an important milestone for the brand, which has been experiencing a renaissance since it was last refreshed seven years ago. 

This redesigned logo serves as a beacon for the new Comfort, said Anne Smith, vice president, brand management and design, Choice Hotels.

“It's more than a change of symbol, it's a symbol of change," Smith says. ”From new lobbies to upgraded guest rooms, Comfort hotels are being renovated across the country to deliver a more consistent, up-to-date guest experience.”

The company and its owners will have invested $2.5 billion in the Comfort brand by the end of 2019.

Landor, a brand consulting and design agency, created the logo, which features vivid orange and yellow hues, and a rich blue color for the Comfort name.

"The design of the new logo reflects the brand's warm and welcoming heritage and its refreshed, modern look and feel," said Megan Brumagim, head of Comfort brands, Choice Hotels. "It's the capstone of our transformation, inviting guests to check out the new Comfort.”

The new logo also represents an important shift for the brand across its locations, unifying the Comfort Inn, Comfort Inn & Suites, and Comfort Suites brands as one brand family, the way guests perceive them, according to consumer research.

The brand's transformative journey began in 2012 with a review of all properties that resulted in the bold decision to exit more than 600 properties that were not up to increased brand standards. 

Next, the brand introduced “Move to Modern,” which focused on property upgrades, and announced Comfort as the largest 100% smoke-free hotel brand in North America. Guests can expect all Comfort properties across the United States to have completed their renovations and updated their signage by the end of 2020.

These efforts have fortified the brand's position as a leader in the upper midscale segment with over 1,800 properties across North America, it says. 

Comfort now has one of the largest networks in its history, with nearly 300 properties, 80% of which are new construction.