Accor is a French hospitality group headquartered in Issy-les-Moulineaux, operating a portfolio of hotel brands from luxury to economy segments. Its visual identity has undergone two significant changes since 2015, each tied to a strategic repositioning of the group.
Design and History
In June 2015, Accor rebranded as AccorHotels, adopting a new signature, “Feel Welcome.” The new identity featured a more statutory logo with deep blue typography, while continuing to showcase the group’s symbol: a single, emblematic honey-colored bernache goose. According to the company’s official announcement, this migratory bird served as the brand and mobile app icon, symbolizing group spirit, determination and travel.[1]
In February 2019, Accor reverted to its original name, dropping “Hotels,” and unveiled a new corporate logo alongside the launch of its lifestyle loyalty program, ALL (Accor Live Limitless).[2] The new marque was gold in color and incorporated a dual-stroke design for brand synergy across Accor and ALL.[3] The two brands, Accor and ALL, would utilize the same “iconic A” monogram, designed to represent the seal of excellence of the group and fusing the letter A with the bernache, the historical emblem of the group.[2]
The 2019 rebrand was developed by the branding agency Brandimage, which accompanied Accor in defining its new strategy and developing the positioning and brand of the ALL loyalty program.[4] The project received the Janus de la Marque award from the Institut Français du Design in 2019.[5]
Meaning and Symbolism
The bernache goose has been the group’s symbol since its origins. In the 2015 AccorHotels identity, the honey-colored goose was described by the company as symbolizing group spirit, determination and travel.[1]
In the 2019 redesign, the goose was integrated into the letter A to form a monogram. According to the Institut Français du Design, the new logo was built around the initial A and associated with the bernache, the brand’s historical sign since its origin, forming a monogram described as a “seal of excellence” of great luxury houses.[5] The color code of blue and gold was chosen to inscribe the group’s image in the universe of luxury.[5]
Typography and Design
The 2015 AccorHotels logo featured deep blue typography paired with the honey-colored bernache goose symbol.[1] The 2019 logo adopted a gold color scheme with a dual-stroke design shared between the Accor and ALL brands.[3] Brandimage described the new visual system as incorporating the group’s exclusive pattern, with primary colors of “Accor blue” and “gentleman gold.”[6]
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