Background

While founded in the economy-to-mid tier segments, Accor has grown into one of the world’s top premium and luxury hospitality players. It’s also much more than hotels, with a portfolio that includes clubs, restaurants, co-working, and tech start-ups. How do you transform a group historically known more for Ibis than Raffles? And more importantly, how do you communicate the world’s first “augmented hospitality group?”

Describe the creative idea (40% of vote)

Inspired by great luxury houses, we designed a monogram logo fusing Accor’s A with the bernache goose, its historical emblem. This seal of excellence is complemented by a proprietary brand pattern, embossed in application to premiumise the image of the brand. Aerial shots convey its bold positioning to “Power future hospitality,” complemented in composition by images showing opposing points of view. Together, this macro/micro play on perspective asserts Accor’s leadership position, and highlights its far-reaching vision.

Describe the execution (40% of vote)

With its high-end color palette, sophisticated imagery, and restrained minimalism, the design confidently premiumises the group, while streamlining it with elegant simplicity. The brand universe is pared back to heroise the monogram logo, which is in turn re-interpreted as a pattern to give it depth. Playful in execution, it’s at times laser-cut, embossed, or spot-varnished for different mediums. With a refined, unique imagery style built around “new perspectives,” Accor breaks from the confines of traditional hospitality representation, as befitting a visionary leader. The result? A company that exudes quiet confidence, and luxury with an edge.

List the results (20% of vote)

The rebranding was a major hit when it was announced at IHIF, one of the world’s largest industry trade fairs. In the words of the client, “This is the first time I’ve seen a brand refresh and logo redesign that’s universally loved.” Over the course of 4 days, close to a fifth of all trade conversation revolved around Accor. The impact upon launch was immediate. Within 4 days of launch, the corporate group garnered: • 7x more mentions on social media vs. daily average • 75k+ social media engagements • 1B potential impressions