Hotels.com is rebranding around the idea embedded in its name. The “It’s All in the Name” campaign builds on the meaning of words and presents the service as a straightforward product with no hidden terms or unnecessary interpretations. The videos play on strange coincidences between words and images, while the brand itself uses this backdrop to convey a simple message. The user sees a clear offer and gets exactly what’s promised.
Riding this wave, the company unveiled a new logo. The red square was retained, but the interior was redesigned. Instead of the old symbol, the interior now features a large letter H. It is composed of two vertical shapes with rounded edges, connected by a crossbar. Narrow vertical stripes have been added to the left of the letter. They create a sense of depth and a slight shift.
The letter H consists of three layers. The company associates this design with the three stages of the service: first, hotel search; then, booking; and finally, rewards. The logo was designed with screens in mind, so the shape remains recognizable even at small sizes, including in the app icon.
The text portion remains in the same place, but it has also been refined. The name is now better balanced in terms of proportions, and the “.com” is aligned in height with the main word.
The update also applies to the entire brand system. The company is keeping the Bellhop Red color but updating the font and other elements to ensure the brand looks consistent across the app, website, and social media. The agency Mischief developed the creative work @ No Fixed Address.
Through its new logo and campaign, Hotels.com is showing how it wants to be perceived in the online booking market. The letter H takes center stage and connects with the service’s logic, while the advertising campaign echoes the same idea in a simpler form.