Logo
A logotype is a set of words in a determined type font. Often it is used with a symbol that together forms a signature, as with say
the BP logo. Legibility is imperative, as is its universal applicability on various different media, such as signs, letters and T-shirts.
Logos need to be distinctive but also durable. You do not want to spend time and effort being recognised only to change every few years. Indeed you won’t find many large companies changing their logos very readily. How long do you think Ford have had their distinctive logo? You can use recognised typefaces or design something entirely new and individual. Whatever you use, it needs to express your positioning and your personality. The colours you use will also be an expression of the palette that you chose to represent your hotel.
Symbols
Symbols are used by the big brands to help differentiate themselves from their competition. These brand marks try to communicate the organisation’s uniqueness in a split second. Think Nike, BMW, CNN or Michelin. Is there a place for symbols outside of the big brands? Personally I doubt that it is really worth the effort. These symbols are shorthand, used where there is little opportunity to say very much. They gain currency by being exposed on TV, billboards and in direct mail. We start to recognise the symbol because we see it so often.
In the case of a small business, there is not the marketing or media spend to make any symbol become that recognisable and in most case you have the opportunity to put the full logo anyway. If you have a crest or other design that works well with your logo then fine, but look at the balance within the whole
signature to make sure that your main message comes across. I wouldn’t recommend spending money on developing a new symbol.
Taglines
A tagline (or slogan) is a short phrase that captures a company’s brand essence, personality and positioning and distinguishes it from the competition. If you think of Nike you associate the company with ‘Just do it’. In the UK, the Malmaison group have used ‘Hotels that dare to be different’. It is not imperative that you develop a slogan, although it can become a shorthand expression of what you are about. Something may develop from an exploration of your vision but don’t just have a slogan for the sake of it. It needs to grow out of what you are actually about.
Paper
Your use of certain types of paper or card are again an expression of what you are trying to achieve with your target market. For instance using a piece of flimsy 80gsm paper will not be a very good advertisement for a gourmet dinner at
£ 55 per person. Appropriateness is the key: if you have an up-market restaurant or hotel then your choice of paper for the menu or the brochure itself needs to reflect the hotel quality. But don’t go over the top. Look at the competition and see where you fit. Brochures that are 12 pages and have tissue paper interleaves might give a misleading impression about your great value budget hotel.
Wording
Every hotel has to develop its own personality and the words you use reflect this. If your personality is an essential part of the
service delivery then the ‘voice’ that comes across has to be yours. Whenever you write a letter or copy for a brochure try to keep it simple and direct. If your product is a bit alternative then it would make sense to maybe use an alternative copy style. Humour is always interesting but can be a little aggravating if you try too hard. Quirky works well if it is done well, but only if it reflects you and your hotel.