Conrad Hotels & Resorts is the luxury brand within Hilton’s portfolio of hotel properties. The brand takes its name from Conrad Hilton, who founded the Hilton hotel company in 1919.[1] The current Conrad wordmark is a horizontal lockup that pairs the Conrad name with the “Hotels & Resorts” descriptor, rendered in a single pale sandstone tone.
Design and History
In late April 2007, Conrad Hotels formally changed its corporate brand identity to Conrad Hotels & Resorts. The rebranding was introduced to reflect the growth of the brand’s global luxury portfolio and was accompanied by “distinct visual refinements to the brand and hotel logos.”[2] At the time, the brand operated 17 hotels and resorts across leading destinations, with additional properties in development.[2]
In February 2017, Hilton Worldwide introduced a new corporate identity and logo, dropping the “Worldwide” from its name to be known simply as “Hilton.”[1] The new parent identity used a serif wordmark enclosed in a frame with black borders.[3] Conrad Hotels & Resorts was among the brands listed under this refreshed Hilton portfolio.[3]
Trademark records show that a design mark for “CONRAD HOTELS & RESORTS” was filed in October 2011 and registered in April 2012 by Hilton Worldwide Manage Limited, indicating a distinct visual mark for the brand in that period.[4]
Meaning and Symbolism
The 2007 rebranding was intended to underline the appeal of Conrad to both business and leisure travellers within the luxury market, with the new name emphasizing the growing importance of resort properties in the portfolio.[5] Richard Blamey, then Senior Vice President of Brand Management for Conrad Hotels & Resorts, described the brand as celebrating “individuality in every sense.”[5]
Typography and Design
The Conrad Hotels & Resorts logo uses a single color, identified as Pale Sandstone with the hex code #C4B991.[6] The wordmark is presented in a horizontal lockup format. No official documentation has been located identifying the specific typeface used in the Conrad logo or the designer or agency responsible for its creation.
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