Edwardian Hotels London has been launched, replacing the previously used Edwardian Group London.

The hospitality group which owns and operates 12 hotels, including The May Fair Hotel in London and Radisson Blu Edwardian Manchester in the city’s Free Trade Hall, has also unveiled its new branding and logo.

The new identity combines a sense of modern luxury with contemporary design and incorporates a ‘flair’ symbol.

A visual shorthand for a memorable and delightful guest experience, the ‘flair’ symbol reflects the group’s energy, exuberance and creativity across all service and experience areas.

Paul Mansi, chief operating officer, Edwardian Hotels London said: “This rebrand is very important to us; as we grow at a rapid pace we want to make sure that our guests know who we are and what we stand for.

“Our hotels are at the centre of everything we do and we pride ourselves on our several decades’ worth of hospitality knowledge.

“We want to ensure that our guests experience the Edwardian level of excellence and that in the multiple touch-points they encounter our unique sense of flair.”

Following the launch, there will be a phased roll-out of the new flair logo and branding across all premises, on printed materials and websites starting from January 1st 2016.

The rebrand is a result of a partnership with Saatchi Masius.

The rebrand will not impact the existing relationship with Carlson Rezidor and all 11 properties with the Radisson Blu flag will retain them as part of the existing agreement.