Hawthorn is the extended-stay hotel brand operated within the Wyndham Hotels & Resorts portfolio. The brand, which traces its roots to the Hawthorn Suites chain founded by Hawthorn Realty Group, is today presented as Hawthorn Extended Stay by Wyndham, a midscale extended-stay offering with properties primarily across North America. [1] [2]
Design and History
The Hawthorn visual identity underwent a significant change in 2009 when Wyndham Hotels and Resorts affiliated the Hawthorn Suites brand with its own brand family. To formalize the relationship, the brand, renamed Hawthorn Suites by Wyndham, was identified with a refreshed red and orange logo that incorporated key design elements of the Wyndham logo. [3] The new mark, launched in November 2009, featured a design derived from the Wyndham crown and appeared prominently at the top of the brand’s new website, hawthorn.com. [4]
The 2009 logo was described in the trademark registration as consisting of the top of a stylized “W” above the word “HAWTHORN,” which sits above the words “SUITES BY WYNDHAM.” [5]
Prior to the Wyndham affiliation, the Hawthorn Suites brand used a different mark. A 2008 trademark registration describes a logo consisting of the word “HAWTHORN” above the word “SUITES” with a tree in a circle to the right of the word “SUITES,” with all wording and the design appearing in gold. [6] This nature-like “tree” logo was also referenced in brand materials from that era. [7]
In more recent years, the brand has been presented as Hawthorn Extended Stay by Wyndham. A trademark application filed in December 2022 describes the current wordmark as consisting of the word “Hawthorn” in red over the words “EXTENDED STAY” in all capital letters in gray over the words “BY WYNDHAM” in all capital letters in gray. [8]
Meaning and Symbolism
The 2009 redesign was explicitly intended to create a “familial resemblance” among Wyndham’s affiliated brands. Wyndham executives stated that a number of attributes would become common across all Wyndham products, including marketing designed with a similar look and feel, to bridge the unique identities of each product type within the Wyndham family. [9] The incorporation of the Wyndham crown design into the Hawthorn logo was the visual expression of this brand-family strategy. [4]
Typography and Design
The current Hawthorn Extended Stay by Wyndham wordmark is a stacked typographic lockup. According to the trademark filing, “Hawthorn” appears in red lettering above “EXTENDED STAY” and “BY WYNDHAM,” both rendered in all capital letters in gray. Red and gray are claimed as features of the mark. [8]
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