HB ON THE SCENE: AH&LA Reveals New Logo
Monday June 2nd, 2014 - 3:47PM L
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NEW YORK—The American Hotel & Lodging Association (AH&LA) has unveiled a new logo to reflect its new identity and focus.
Announced by AH&LA President and CEO, Kathryn Lugar, during the 36th Annual NYU Investment Conference, held here, the logo is tied to AH&LA’s new membership and advocacy model, launched in January 2014.
According to Lugar, the logo affords the hospitality industry greater representation in its advocacy efforts. She added that in the company’s history of more than 100 years, this is only the fourth time that a new logo has been created to represent the association’s evolution.
The logo was created in conjunction with New York-based design and marketing firm Infinia. The group conducted one-on-one interviews with a variety of members; hoteliers indicated that they take pride in the industry.
The identity is rooted in a new "All Together Powerful" brand manifesto that serves as a high-level overview and communications platform for AH&LA’s new purpose, and its tagline is “Advocate—Communicate—Educate.”
Lugar said, “Working in close coordination with our officers and the board of directors, we created a new and forward-looking identity that reflects the future of AH&LA. Our new logo is dynamic, fresh and conveys the unity and shared purpose of the full scope of the lodging sector.”
Tags: AH&LA • new logo • operation model • Katherine Lugar • Advocate—Communicate—Educate. • All Together Powerful • Infinia • Hospitality • Investment Conferences •
For the past few years, the talk of The Lodging Conference in Phoenix had been focused on the economic recovery, solid industry projections and “cautious optimism.” With the word cautious no longer necessary, the economic outlook took a backseat this year to the seemingly unending parade of new lifestyle brands.