Does Best Western's New Logo Approach Accomplish Its Goal of Freshening the Brand?

Designers applaud the idea, but not necessarily the result

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Best Western International is checking out, and Best Western Hotels & Resorts is checking in.

Along with tweaking its name this week, the 69-year-old hotel chain, which operates more than 4,100 properties in 100 countries, scrapped its familiar blue-and-gold logo in favor of different visual markers for its primary range of properties.

This wide-ranging brand reboot is part of a drive to help contemporize Best Western's image and broaden its appeal, particularly among millennials, in an increasingly complex and competitive marketplace.

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