Global Hotel Alliance, one of the world’s largest hotel alliances, has unveiled its new identity. Established in 2004 as a merger of Kempinski, Pan Pacific Hotels and Resorts, Rydges Hotels & Resorts, and Wyndham International, the brand has rebranded to advance GHA DISCOVERY, its multi-brand loyalty program with more than 11 million members. Using a common technology platform, the brand successfully implements its programs across 500 high-end hotels in 85 countries. Today’s rebranding highlights new opportunities, expanding offers, and the growing number of hotels worldwide.
Offering a unique experience anytime, anywhere, GHA DISCOVERY brings this concept to life through new visuals, with the color palette and background playing a key role. The background dynamics are especially attractive. It mirrors the day-to-night cycle, with corresponding transitions to dusk and dawn. The high-quality gradient transitions create a more sensual visualization that evokes an indescribable sensation in the viewer, adding sensuality and humanity to the brand.
The designers created a symbol representing two overlapping “D” letters, creating a complex yet unique composition that symbolizes two “magic” transitional periods of the day: “twilight” and “dawn.” The creation of intersection zones demonstrates a smooth transition from everyday life to good rest, which is provided by the services of the members of the alliance. These “sky backgrounds” are the basis and heart of the whole new visualization. It is they who effectively focus on the main concept of the brand – the provision of services “from dusk to dawn.”
The original solution was the introduction of the “new currency” DISCOVERY Dollars, whose visualization is represented by a combination of the brand symbol and the traditional currency designation.
The Ivy Mode font is used to convey maximum information in the corporate identity, distinguished by accuracy, clear borders, strong contrast, and smooth forms. Its performance is reminiscent of fonts in old books, creating an atmosphere of mystery and a desire to tell incredible stories. The second font is Jost, which brings the composition’s geometric shapes into digital clarity while maintaining its classic style.
The identity was built on verbal reflection, corresponding to the chosen communication strategy. It is the guiding, defining way a brand tells its story and speaks directly to its audience. It highlights unique offerings and provides benefits to everyone: travelers, partners, and those with an urgent need for this kind of service.