• by Tanya Gazdik , December 21, 2022

IHG Hotels and Resorts’ Hotel Indigo brand is launching a reimagined visual identity and brand website. 

The boutique lifestyle brand’s new look aims to celebrate “creative expression through illustrations conveying the unique spirit of Hotel Indigo’s vibrant neighborhoods across the world,” according to the company.

Hotel Indigo collaborated with artists to produce bespoke illustrations for each of its hotels. The brand has 135 hotels open globally, with another 124 in the pipeline.

The brand plans to double its global footprint in the next three to five years and, as new hotels open, Hotel Indigo intends to evolve its illustration program, providing a platform for local artists to interpret each hotel’s distinct Neighborhood Story.

“Our new visual identity balances character with sophistication, adventure with familiarity and comfort with expression," says Carol Hoeller, vice president global brand management for Hotel Indigo, in a release.

On-property, guests will discover each hotel’s illustration brought to life through such elements as mementos designed to be collected, including postcards and pins adorning hotel staff.