I've noticed that the global hotel chain Holiday Inn has recently rebranded.
We can see over the years that they've evolved and developed the brand to meet the needs of a changing market. But there's something cool about taking a brand's heritage and moving it on.
Here's the new boy:
Maybe I'm making a big fuss about something that's not really there. I'd be interested to see what other people think. Of course, it will all be in the wider visual identity as a brand is always more than just the logo. But when you see a hotel logo on a roadside, it IS the brand and the first thing you see when arriving at the hotel.
Holiday Inn have ditched their distinctive script type for a bland, me-too, modern affair that is italicised in a nod to the old brand and the big H in scripty style gives some clues, but that's it. It's a shrug of shoulders moment.
One final thought.
When the classic UPS brand was 'evolved' a few years ago, it caused a huge fuss in the brand world, not least because the original logo was created by famous designer Paul Rand in 1961. When Futurebarnd unveiled the new brand it had controversially banished one of the most distinctive elements of the brand, the bow-tied parcel.
In theory they had dramatically altered one of the world's most recognisable brands, but looking at it more closely (and with the benefit of hindsight, admittedly) the newly rendered brand feels like a logical step forward. It feels like it's still in the spirit of the brand - solid, credible, modern.