Super 8 Keeps its Colors...and Goes Italic

At an industry conference the other day, talking with a fellow destination marketing pro, when the conversation turned to the recent attempts to rebrand legacy hotel chains. When we talked about the oh-so subtle logo change for Days Inn last year, he quipped, "Well, at least Motel 6 is sticking to their retro look."

Ummm, I guess not.

This just in from the Motel 6 mothership: "President John Valletta said introduction of the new logo was the final step in a multiyear revitalization effort...to stay ahead of the competition in an increasingly competitive market.”

As with Days Inn, the new logo was designed to exactly fit in the frame of existing roadside signs to save money on the deployment of the new look. Which is smart for the bottom line, but challenging when trying to redesign an iconic look...