Radisson Hotels Americas, a major name in the global hospitality industry, has revealed a refreshed brand identity for its Radisson, Radisson Blu, and Radisson Individuals brands. This marks the second phase of the company’s transformation following its acquisition by Choice Hotels International in 2022. The updated visual identity bridges Radisson’s long-standing heritage with a fresh, modern look, signaling a new chapter for the brand in upscale hospitality.
Gone are the hand-lettered letters; the new logo design features bold geometric letters in all caps. Inspired by classic hotel signage that once marked properties across the U.S., the new typeface reflects the brand’s American roots and a contemporary style that fits today’s hospitality landscape. The shift honors the company’s founding by Edna Dickerson over a century ago while presenting a modern, confident image.
The logo’s strong, elongated letters create a sense of stability and sophistication. Clean lines and sharp angles make it bold, emphasizing clarity and simplicity. The playful turquoise swoosh from the previous design has been removed, allowing the typography to stand independently. This streamlined approach improves legibility and reinforces the company’s position as a premium player in the competitive hotel market.
Radisson Blu’s new identity complements the core brand, maintaining visual consistency while introducing subtle differences in typography and color. The refreshed design reflects the focus on luxury and contemporary elegance, with sleek details that align with its upscale positioning.
The branding for Radisson Individuals, which represents boutique and independent hotels, has been updated. Its logo is intentionally simple, designed to blend with the diverse aesthetics of the properties it represents. The understated design highlights each hotel’s unique character while maintaining a connection to the parent company through shared typographic elements.
The bright turquoise from the old branding has been replaced with a muted bronze-gold tone. The rich, timeless hue adds elegance and complements the clean, modern design. The monochromatic palette allows flexibility across different applications, from hotel signage and marketing materials to digital platforms and mobile apps.
The custom geometric typeface, clean lines, and precise structure feel modern and professional. It balances boldness with subtle elegance, making it versatile enough for everything from large-scale signage to detailed print materials. Consistent typography across all sub-brands helps build recognition while allowing each to maintain its own identity.
The rebranding goes beyond logos and fonts. It covers everything from updated signage and in-room materials to digital assets and customer touchpoints, all designed to create a seamless, elevated brand experience. The first hotels to showcase the new identity will be the Radisson Hotel El Paso Airport in Texas and the Radisson Blu Fargo in North Dakota. The rollout will continue with key properties in Mexico and Panama, including Playa Caracol and San Luis Potosí.
Choice Hotels International’s vision for Radisson Hotels Americas is clear: to shake up the upscale hospitality market with a brand that respects its history while embracing contemporary design. The new look reflects Radisson’s growth from a traditional hotel brand to a dynamic, globally recognized name associated with quality, sophistication, and modern hospitality. As the rebranding unfolds, Radisson’s updated identity is set to leave a strong impression on travelers worldwide, reinforcing its role as a leader in the ever-changing hotel industry.
