The Park Hotels, pioneers of design-led boutique hotels in India, introduces a refreshed brand experience, with a revived visual identity and promise.  Commencing on 1st April 2013, the first phase of the re-brand will be unveiled across The Park Hotels’ 12 properties in 10 Indian cities.

Two years in the making and costing the group 2.25 million USD, there will be a new look and feel across the hotels, as well as new experiences rooted in the brand promise “Anything But Ordinary”.  This change reflects the next phase for The Park Hotels, as it continues to evolve.

Priya Paul, Chairperson, Apeejay Surrendra Park Hotels Ltd says “The Park Hotels is where unusual experiences are possible. We are known for creativity and innovation that is ingrained in our collective DNA. As we continue to grow, we realised the need to communicate boldly the strength of our brand. The fresh design language strongly reflects contemporary India and our ethos. It is strikingly bold and captures our personality perfectly.”

“Generations of global travellers share a strong connection with our brand identity and our name and core assets are both recognisable and incredibly powerful,” said Mr Dewan, Managing Director, Apeejay Surrendra Park Hotels Ltd. “The Park Hotels’ approach to luxury paves the way in New India and reflects the modern style that defines our brand today.”

The new logo focuses on the ‘THE’ which both pays homage to The Park being a place to see and be seen, as well as a nod to its position as the original “Park Hotel” in India. The new identity’s simple black and white logo helps to bring the colours and richness of The Park’s environments to the fore, and also further differentiates it from its competitors.

The new identity has been brought to life through a range of applications, including digital, collateral, signages and the creation of an impactful brand video. New experiences will also be offered to guests, with a number of exciting collaborations in the pipeline, to be announced later on in the year.