Generator has unveiled a stylish new identity and website as it sets out to transform the hostel experience.

Established in 1995, Generator is Europe’s fastest growing hostel brand and the new design-led identity will be rolled out in its six stylish properties.

It will also be integral to the look and feel of the new Barcelona site that opens in March 2013, Berlin Mitte scheduled to open in May and the significant upgrade of the Venice hostel that’s set to re-open next May.

Vivid and innovative, the new logo, colours and typeface give the website a fresh, young feel that attracts and engages guests.

Using inspiring imagery and a youthful tone of voice, Generator is setting the pace as the place to be.

Carl Michel, executive chairman, Generator, said: “The changes we are unveiling today are about more than just a new logo and website, they signal growth and innovation. Bold, passionate and full of personality, the brand reflects our contemporary offerings and inspirational portfolio.

“We see ourselves as the leaders in the European hostel space and this is about telling our story”.

He added: “This is the start of a new era for Generator and a revolution for the hostel industry. Our outstanding central city locations boast cutting-edge design and the new look will allow us to better communicate that to our guests.

“We want travellers to instantly recognise the Generator brand and consider our hostels as the places to stay for a sociable, unique experience in stylish accommodation and at a competitive price.”

Generator worked with branding specialist Bisqit to help create the new brand identity and digital creative agency Grand Parade to design the website.

Slam PR has been brought on board on a six-month retainer to help drive media awareness in the run-up to the new hostel openings in the UK and Europe.

Denver-based Turner PR has also been enlisted to drive consumer awareness of the brand in the expanding US market.