Best Western Hotels and Resorts is a hotel brand and membership organization founded in 1946 by M.K. Guertin as a cooperative marketing group for independent hoteliers in the western United States. The organization grew from a regional referral network into a global brand operating thousands of properties across more than 100 countries. Its visual identity has undergone several significant transformations, most notably the retirement of its long-standing crown symbol in 2015.
Design and History
Best Western began using a crown logo with a rope border in 1962 to identify member properties. This crown mark remained a central part of the brand’s identity for decades. In 1993, following a brand identity study, members approved the adoption of a new logo and officially retired the Gold Crown logo. The logo introduced at that time featured a navy background, yellow serif typeface and red crown, and remained in use for 22 years. [1]
In September 2015, at its annual convention in Honolulu, Best Western International unveiled a comprehensive brand refresh. The company renamed itself Best Western Hotels and Resorts and introduced a new suite of logos for its master brand and sub-brands. The redesign, led by San Diego-based consultancy MiresBall over a two-year process, retired the crown symbol that had appeared atop the logo for 53 years. [2] [3]
The new masterbrand logo pulled through the company’s existing blue color, updated with a modern hue, and used hand-drawn lettering created to be contemporary, friendly and memorable. The identity emphasized the brand’s initials, BW, which were especially useful in the digital space. [4] [5]
The core Best Western hotel brand logo featured hand-drawn white lettering showing BW on a blue circle signifying a globe, using highlighting, gradient and shadowing for a three-dimensional effect. The Best Western Plus logo incorporated the brand’s traditional use of red and drew emphasis to the word “Plus” with a tapered underline, while a diamond shape inspired by mobile app icons distinguished it from the core brand. The Best Western Premier logo employed a BWP monogram in a multi-dimensional elliptical shape, with a tapered line tying it back to the master brand. [6] [5]
The rebrand was motivated by a desire to contemporize the brand’s image and broaden its appeal, particularly among millennials. Dorothy Dowling, senior vice president of marketing and sales, said the brand had been described as “a dowdy old woman; your grandfather’s Oldsmobile.” The new logos were based on three main elements: signaling improvements to consumers, differentiating the brand descriptors, and showing the brands were contemporary and relevant. [7] [5]
Adoption of the new logos became official in mid-November 2015 upon approval by Best Western hotel owners in North America. [8]
Meaning and Symbolism
The 2015 masterbrand logo carried the company’s signature blue hue, updated with a modern tone. The hand-drawn lettering was created to feel familiar and personable, while the emphasis on the BW initials provided a streamlined mark suited to today’s mobile-centric marketplace. [9] [5]
For the core Best Western hotel brand, the blue circle in the logo signified a globe, reflecting the brand’s international reach. The Best Western Plus diamond shape was inspired by the shape of a mobile app, giving it a more premium look within the upper midscale segment. The Best Western Premier monogram was designed to exude elegance and style, with its tapered line connecting it visually to the Best Western master brand. [6] [5]
Typography and Design
The 2015 masterbrand logo used hand-drawn lettering created specifically for the rebrand. This lettering style was described as contemporary, friendly and memorable, and it was carried through the Best Western Plus logo as well. The Best Western Premier logo used a mixed classic and contemporary font to convey elegance and style. [5]
MiresBall described the process as rigorous, strategic and inclusive, with a focus on creating an iconic identity for today’s mobile-centric marketplace. The resulting identity system was designed to differentiate the three hotel brands while maintaining a cohesive family relationship through shared typographic and color elements. [9]
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