Paris, September 11th, 2019
On September 11, 2019 Brandimage was awarded the Grand Prix Stratégies Gold Award for the new Accor corporate identity after having already received the Janus de la Marque by the Jury of the French Design Institute.
Accor has grown into one of the world’s top luxury hospitality players. With the objective to bring the Group’s strategy ‘Beyond hospitality’ to life, Accor missioned Brandimage to redefine the Group’s brand portfolio around an ecosystem that goes beyond hotel, positioning Accor not just in travel but for daily life and create ALL, Accor Live Limitless, a lifestyle loyalty program that provides access to “All of Accor, all for you,” integrating options not only for hotels, but to live, work, and play.
Premium, Timeless, Iconic
Inspired by great luxury houses, Brandimage 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 premiumize the image of the brand.
The new brand territory proudly conveys Accor’s bold positioning to “Power future hospitality”. With its high-end color palette, sophisticated imagery, and restrained minimalism, the design confidently premiumizes the brand, while streamlining it with elegant simplicity.
With this new brand identity, Accor breaks from the confines of traditional hospitality, as befitting a visionary leader. The new tagline “live limitless” reinforces the Group’s transformation.
Brandimage Paris is proud to share these awards with Accor and the Brandimage SGK teams from the Sydney, Shanghai and New York offices who participated to make this project a success.
Brandimage is a global consultancy of brand equity architects and designers. Brandimage creates brands that drive brand performance. Brandimage is part of the brand development group of SGK. SGK is part of Matthews International Corporation. For more information visit: WWW.BRAND-IMAGE.COM
Annette Klek (+33 1 44 18 44 18) AKLEK@BRAND-IMAGE.COM