LONDON—Wyndham Hotels & Resorts has revealed a new direction for the Ramada Encore by Wyndham brand globally. Recognizing that today’s traveler has more choice than ever before, at the heart of this new identity is a brand promise to be “Refreshingly Different,” which is underpinned by the brand’s core attributes of being fresh, approachable and vibrant, the company reports.
This new identity includes a redesigned and reimagined logo, created by London-based marketing agency Octopus Group, and prototype designs for guestrooms and common spaces designed by hospitality architecture firm Harrison.
Ramada Encore by Wyndham is a portfolio of 54 hotels in 20 countries around the world. The brand was created in the late 1990s as a limited-service, midscale hotel brand designed for business and leisure travelers who were looking for value in a simple and smart hotel. At the time of its launch, the brand introduced new concepts, including guestrooms with all-wood flooring and an open plan, multipurpose common area that serves as a reception, lobby, casual dining and networking space.
Core to the new creative identity for the brand is a logo redesign, aimed at modernizing the visual representation of the brand and appealing to a new generation of traveler. The multi-colored “E” mark was designed to reflect continual movement through the rotation of the letter, symbolizing “to return”—the definition of the word encore. In addition, the brand has received a new color palette, which reflects its vibrancy, energy and approachability, according to the company.
Beyond the visual identity and logo, new prototype designs for public areas and guestrooms are also being introduced. These evoke a spirit of the modern traveler, with well-designed accommodations fused with reimagined multifunctional common areas where guests can eat, drink, work and connect. On arrival, they will be welcomed via a deconstructed bar, which is intended to break down the normal relationship between a lobby, reception and restaurant, and allow for the space to be used in different ways throughout the day. Different seating options, such as multi-tiered benches and semi-private booths, will offer spaces for socializing or quiet reflection, and technology will streamline the arrivals process and allow guests to get on with their stay.
“Whether it’s a business trip or a weekend break, we know that for travelers every minute counts,” said Lisa Checchio, CMO for Wyndham Hotels & Resorts. “That’s why we wanted the brand identity for Ramada Encore to reflect its position as a hotel for guests on the go. Ramada Encore is a place where travelers can relax, refresh and connect—both online and offline. Our innovative common spaces and personalized touches demonstrate that we are thinking of what’s next, so they don’t have to.”