Radisson Hotels Worldwide is launching a new brand identity and company name to reflect its leisure interests.
The hotel is now being called Radisson Hotels & Resorts Worldwide.
According to Craig Reber, general manager of the Radisson Hotel La Jolla, the new identity “is a contemporary, artist-script signature of the Radisson name, underlined with a green brushstroke.”
Radisson has 400 hotels, with 55 added in the last year, said Jay Witzel, company president and chief operating officer.
According to the company, the new logo will be appearing on exterior signs and will be supported by an “ambitious” broadcast and print advertising campaign.
According to the Wall Street Journal, the company will spend as much as $2 billion on the expansion and marketing.