"It was the worst mistake they ever made," – Kemmons Wilson, founder of Holiday Inn on his successors elimination of the “Great Sign” as the company logo.
I love Holiday Inn. I admit it. I always have. From the first time, my parents pulled off an American interstate and I gazed upon the legendary “Great Sign,”
I was hooked. It was a neon light blaze of the huge green sign with the yellow curved arrow and topped the star bursting in colors. Emblazoned in the middle “Holiday Inn” with the great flowing, cursive, backwards script.
Sadly, the great sign went away in the early 80’s, but the last vestige of it, the classic word mark has continued though a few logos of the company until the present day. 
Therefore, last month, I was shocked when I received an email from my girlfriend asking me what I thought of the new Holiday Inn logo. New Holiday Inn logo?!
I searched the web for an image. What I saw was a bland, oversimplistic spin on the classic font that had made up the majority of the old logo.
This gentleman is definitely agitated at Holiday Inn’s parent company IHG (InterContinental Hotel Group).
Holiday Inn,
you know them, the world's innkeeper. In its fifty-five years of existence Holiday Inn has always stood for lodging that is quality, consistency and a fair price. It has always stood for a “home away from home” feeling, a place for the whole family and a respite for the business traveler. This still stands true today. I am not one to constantly flitter in my purchasing choices. If I am happy with a product, I will stay with it. I am loyal to it as long as does not stray from being what I expect it to be. As a Priority Club Gold member with InterContinental Hotel Group, I show my loyalty every time I stay at a Holiday Inn or Holiday Inn Express. However, for the first time ever, I find my loyalty challenged. The Holiday Inn or Holiday Inn Express experience for me begins with that familiar font.
It is not the whole “Great Sign,” but seeing the words in that special font and the graphic star that harkens back to the “Great Sign’s” star, give me reassurance that I know what the experience will be behind them.
Therefore, as an American who grew up on the original 
Holiday Inn look, the new look
is a huge disappointment. I have been a loyal Holiday Inn customer, but now feel really put off by the graphic rebranding.
It was only three years ago in 2004 that IHG, in a spirit of revival for Holiday Inn unveiled a new, modern version of the “Great Sign.”
An article in Hotel & Motel Management by Jeff Higley quoted IHG’s Mark Snyder, senior v.p. of brand management for Holiday Inn Hotels & Resorts, North America, “…we want to reconnect with the legacy and be proud of what we are." Along with the new sign, IHG launched new prototype for a Holiday Inn building design. The first one opened in January 2004, at the Gwinnet Center in Duluth, Ga.. Along with the new “Great Sign,” there are new interior design elements like iconic artwork and a tribute to founder Kemmon’s Wilson with Kem’s Café, a modernized restaurant. I thought, “Great!” a new great sign
and an updating of amenities for us the customers was a step in the right direction. Outside of some advertising both internally and externally, I guess the classic update was thrown out the window!
So, how does IHG explain this new branding? A Times of London Online article by Dominic Walsh reported, “…Opinions are likely to be divided over the merits of the garish new green logo compared with the retro 1950s script that will forever be associated with Kemmons Wilson, who opened the first Holiday Inn in Memphis in 1952.
But Andy Cosslett, IHG’s chief executive, claimed that in depth market research conducted among Holiday Inn customers had also found strong acceptance for what he called a "a refreshed and contemporary brand image".
“Our research is clear, people like it. You don’t want to alienate loyal users so the trick is to find a way of keeping the familiarity while making it fresh and relevant.”
He added: “Signage is very important. We’ve worked out that over 100 million people see our sign every day. It’s a very important part of the marketing of the brand…”
Yes, that’s right Mr. Cosslett, they do see that important word mark every day. It is iconic. People know what is behind that sign. Now, I cannot tell what is behind your new sign. “H”? Hilton?
You want Holiday Inn
to be a Hilton wannabe? I had to stay at Hilton recently because of business and it was ok. It was quite nice. If I had had a choice though, I would have been at a Holiday as is usual when I am footing the bill and not my employer as it was in this case. So let us see; is the new logo a convience store? A gas station? I guess it would look good next to a 
BP station with its odd, new logo. They threw away classic brand equity as well. The new Holiday Inn mark is not fresh at all. Mr. Cosslett say your research is clear, your in-depth research. I am a Priority Club Gold member! You never asked me what I thought of it! You do realize that the “H” mark font does not match the font in the new word mark don’t you? The Times article reported, “One analyst said: “The new logo is pretty awful. I expected Kemmons Wilson will be turning in his grave.” Here's a look at other views of the new branding of Holiday Inn and Holiday Inn Express. Then the views of some branding experts.
The blog Underconsideration (Brand New) welcomed the change, but referred to the new logo as, “Designed by Interbrand, the new logo is more energetic, festive, modern, swooshy, happy, vibrant, friendly, grabable, and many more adjectives that are triggered by the over designed icon — it simply has too much styling to it, or, for a more appropriate allegory, too many chocolates on the pillow. In its dimensionality, the H is paper thin yet has an inner shadow, it's somehow bulging outward as derived from the shadow yet the H is not reciprocally bulged, and the green field has a slight bevel that, if the H were peeling off from it, it should have as well. It's somewhat encouraging that some of the traits from the original H — extended crossbar to the left and right, inward curve of the right stem, and an overall angling — were intended to carry over into the new mark. The accompanying word mark, while beautifully drawn and well crafted, feels like it belongs on an amusement park ride, more than a global hotel chain; and as a way to bring it altogether, the word mark also features, again, that indispensable dark green bevel.” A good comment on that blog entry by reader Jonathan Hoefler read, “And another one bites the dust. Nostalgic Me is sad to see such a marvelous piece of Americana tossed out in favor of something bland and perishable, and Commercial Me is dumbstruck that what was literally the signature of the institution has been done away with, without reason. I wonder when history will start to regard ours as an age of typographic genocide…” Another reader wrote what was probably behind the decision rather than market research, “The problem comes with upper management wanting to put their 'mark' on a brand during their tenure. I firmly believe that selfishness by individuals and management groups are driving many of the identity changes in the American marketplace these days. Dumping years of brand equity is not great business - overhaul the SERVICE or PRODUCT and allow the brand to be associated with that.”
Those were some graphic design professional’s reviews. At least one consultant in the hospitality industry, David McMillan of David McMillan Consulting, Global Hospitality Consultant for Hotel & Resort Owners, Developers and Operators had this to say in his blog entry on November 1, 2007, “REPOSITIONING ANALYSIS PARALYSIS....NOW NEW & IMPROVED!
HOW MANY TIMES CAN ONE REINVENT A HOTEL BRAND?
Are we never satisfied with a great product? Do we always have to find a 'new and improved' version? Can we not build in 'perpetual improvement' into the brand, in the first place…I believe that the management of a brand is a very personal thing, not open to diverse interpretations nor financial difficulties. It is a strong statement of a position. A powerful statement of style......not something that gradually deteriorates and then needs to be re-named. That is a cop-out. A total departure from the basic principles of the brand which were established in good faith.”
Kemmons Wilson, the founder of Holiday Inn once said that the worst decision that was made after he no longer ran the company was the loss of the “Great Sign” as the company’s logo. "It was the worst mistake they ever made.”
Well, Mr. Wilson, God rest your soul, they’ve done it again. I make a personal appeal to IHG to give us back the Holiday Inn word mark
. Do what you will otherwise, but let us, the loyal Holiday Inn and Holiday Inn Express customers continue to have confidence in the brand and pride in its legacy. You know, I miss the big green key fobs. I miss the white towels with the green stripe and Holiday Inn in white or just the words in green. I even miss the paper ribbon across the toilet telling me that it has been sanitized for my protection. That does not mean I am against progress. As part of the new makeover under the logo, IHG promises a number of new initiatives I applaud and look forward to. The website etravelblackboardasia.com reported these Holiday Inn updates:
Refreshed Guest Room – Guests will be able to enjoy a new bedding experience with fresh, white duvets and pillows that come in two comfort levels: soft and firm. Bathrooms will feature a showerhead that offers superior pressure while conserving water as well as enhanced amenities, to deliver an invigorating and up-to-date bath experience.
Warm Welcome – A new signature arrival, including new lighting, landscaping and design features will create an energized and a sense of welcome that is universally recognizable and unique to the brand. Guests can expect a more interactive and efficient check-in process, while customized music and scent selections will also engage them in a complete sensory experience.
New Service Promise – Since a differentiated lodging experience cannot be delivered through imagery and product alone, Holiday Inn is committed to providing the best-in-class service. As part of the relaunch, the brand will initiate a new service culture – “Stay Real.” The service culture will enhance staff behavior and skills to best serve guests, treating them as real people and consistently delivering the real, genuine service for which Holiday Inn is known.”
That is great. I look forward to these changes. They sound like fun and a good upgrade to my lodging experience. In addition, I fully realize that changes have to be made to keep Holiday Inn competitive with many other chains nipping at its heels. That does not change my feeling towards the new logo though. I hope IHG will PLEASE reconsider this decision. I will say one positive thing. Holiday Inn will at least keep green and yellow in their signage.
Another favorite company of mine, Delta Air Lines, kept their colors, but made an equally disastrous logo change in 2000 when the classic logo, know as the widget,
was changed to what I called the wimpy widget
. Outcry from employees got the widget restored in 2004.
I realize there is risk in keeping the mark as there is in changing it. An article in the Toronto Globe Investor online by Lori McLeod states, “It's a big gamble and a logistical nightmare of sorts, but Stevan Porter, president of the Americas region for IHG, said it has to be done - "or someone will do it to you… Mr. Porter is convinced it's the right decision, although chucking out 52 years of history has given him some sleepless nights. "That is a massive bet to make.” While he has lost that bet with this Holiday Inn loyalist, maybe he will win it with whatever demographic IHG’s brain trust are aiming for. I hope they do, because the worst thing that could happen is for Kemmons Wilson’s dream to die. A death not only of a great business, but an American historical and cultural icon. Holiday Inn is the WORLD’s Innkeeper!
P.S.: Do you feel like I do? Do you want to see an American icon preserved? Let IHG and Kemmons Wilson’s family know how you feel. Are there Holiday Inns and Expresses you regularly stay at? Let the franchisee management know how you feel next time you visit.
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