Luxury hotel chain The Leela Palaces, Hotels and Resorts has unveiled a new brand identity, including a new logo and a revamped website.
For creating the new identity the hospitality company collaborated with branding major Landor Associates and a master Indian calligrapher Satya Rajpurohit.
“The Leela Group’s new brand identity is a tribute to The Leela’s past and future, and articulates the brand’s promise to offer only the finest luxury experiences, in settings that are the essence of India. Now is the time to not only continue redefining luxury which the group is known for, but also to reflect it in everything that bears our name,” said Vivek Nair, chairman and managing director of The Leela Palaces, Hotels and Resorts.
When asked about the investment that has gone in the re-branding, a company official declined to reveal. “It’s a long term investment. We would not like to share the numbers,” a Leela spokesperson said.
The re-branding exercise aims to express the brand’s transformation over the last 25 years and will apply to existing and upcoming hotels.
The signages, advertising creatives, guest facing materials, sales and marketing collaterals, stationery and amenities will sport the new branding of the hotel chain.
The new logo, designed by Landor Associates, Paris, is a monogram expresses the essence of India through calligraphy.
Another home-grown player Apeejay Surrendra Park Hotels also recently undertook the brand revitalisation exercise at a cost of `12 crore and has rolled the new identity.
“With competition from foreign players increasing, Indian brands are re-branding to connect with the new crop of travellers who are much more aware,” said an industry expert.
The Leela Group will be adding four new luxury hotels and two branded Leela Residences to its portfolio.
The new upcoming projects include a resort in Jaipur, a business hotel in Bangalore, a palace hotel at Noida, a palace hotel at Agra and Lake Ashtamudi in Kerala.