New Logos: Econo Lodge and Super 8

On a recent drive to Rolla, I noticed 2 new hotel logos on billboards...following in the footsteps of such previous hotel logo redesigns as LaQuinta and Comfort Inn, Red Roof Inn and Four Points Sheraton that I've previously blogged about. The interesting thing in the case of hotel logo redesigns is that past experience is going to play a MUCH bigger role in whether or not a person chooses to spend the night in one of these establishments, not how cool their logo is.

Econo Lodge:

The new logo, pictured above on the left, was launched in early May 2008, with expected implementation throughout all their hotels by the end of 2008. Evidently, they felt a need for a "more inviting, bright logo, a result of extensive consumer research, is a culmination of a wealth of enhanced brand standards and guest satisfaction programs geared to position the brand for long-term growth and success." (read more where that came from here)

I give it an A-. It is definitely an improvement from their previous logo, and does give it a "higher class" feel than the original. The designer has taken some care in setting the type in the establishments name, but I can't identify the typeface. Perhaps because they took a typeface (such as Optima, which seems to be the closest I can identify it to) and squished it in to fit the space. I like how they have combined the name into one word on the sign, however, it appears that they are still spelling it as 2 words in their marketing materials. The stylized "e" icon is not all that unique, but still nicely done - and can you think of anyone else that has a "twinkle" in their logo? (I can see it now, some executive who thinks he knows everything announces to the designer, "I want the logo to twinkle" and ta-da!)


Super 8:

The new Super 8 mark, pictured above on the left, also launched in May 2008, but with an expected implementation date of July 2009. Evidently, this new look is inspired by their partnership with Nascar (seriously! - check out the press release). Their customer base was getting too old, so they needed to do something to appeal to the younger sect.....although I hardly think that redesigning their logo is enough to get someone in the door. Especially if they have a previous negative experience with the brand (such as myself).

As for the design itself, I give it a D. The original logo was better. The only real accomplishment was getting rid of the word "motel" in the logo. The typeface used for the word "super" was a super bad choice. And the swooshes around it.....I don't even want to go there.

So what do you think? Are these winners or losers as far as logos are concerned?