UK independent hotel management company Redefine|BDL Hotels, has revealed a new name and revamped brand identity.
The company is London-headquartered with a portfolio of 70 hotels and is to be known as RBH going forward.
The new brand is the fruit of six months’ work.
Sub-brands have been created for use across departments, training programmes and resources for owners and employees, giving a sense of scale to the overall identity.
Yvonne Brennan (pictured), director of corporate communications for RBH, said: “We asked lots of questions of ourselves and clients on how we were different from competitors and what our new brand should say about us. The result is a lively new brand identity, which shows the colourful personality of our people, matched with consistent results for owners which we’ve conveyed through the solid typeface.”
CEO Helder Pereira added: “Both ‘Redefine’ and ‘BDL’ are well-known across the hospitality industry and, while we value their legacy, we’ve used the acronym ‘RBH’ both internally and externally for years.
“Streamlining our name and making things simple but personable, mirrors how we operate as a business.”
