The American Hotel & Lodging Association (AH&LA) adopted a new graphic look.
The new logo is designed to reflect a new membership and advocacy model that was launched by AH&LA in January 2014. This is the fourth time that a new logo has been created to represent evolution in the association’s over 100-year history.
This new graphic identity will appear in all future materials, collateral and media.
Created in conjunction with New York-based design and marketing firm, Infinia, the group conducted one-on-one interviews with a range of members. Hoteliers indicated they take pride in the industry and AH&LA has a long tradition of representing hoteliers; the new membership model is creating greater expectations among members; a unified voice will help express the industry's strength; and the industry wants visible alignment and engagement.
The identity is rooted in a new brand manifesto that serves as an overview and a communications platform for the association’s new purpose; and introduces the new voice, and tagline, Advocate – Communicate – Educate.
“Working in close coordination with our officers and the board of directors, we created a new and forward-looking identity that reflects the future of AH&LA,” said AH&LA president/CEO Katherine Lugar. “Our new logo is dynamic, fresh and conveys the unity and shared purpose of the full scope of the lodging sector.”