InterContinental Hotels Group (IHG) has unveiled Regent Hotels and Resorts’ new logo and monogram.

The company says the logo is designed to epitomise modern luxury with a nod to traditional cues respecting the brand’s heritage and identity.

“It is bold, confident and sophisticated balanced with a warm elegance that is in line with a modern hospitality brand,” IHG says.

The logo creation is an extension of the Regent rebranding journey which started last year. To deliver a deeply curated luxury brand at pace, IHG gathered learnings from outside of hospitality, engaging luxury tastemakers and experts from diverse fields to take the brand into the future of luxury.

In the same vein, IHG engaged a panel of leading creatives and experts from fashion and luxury such as celebrated fashion designer, Tanya Golesic, President Jimmy Choo, America’s, Designer Bibhu Mohapatra and Designer Simon Spurr to provide feedback on the logo design.

“Their insights helped shape the design directions that resonate most with our guests and best reflect the characteristics of Regent,” IHG says.

Designed by renowned creative director and typographer, Andreas Neophytou, who has done work for the world’s leading luxury brands, the new logo is defined by an elegant simplicity. Built on the legacy of the original logo, the leg of the R is extended in a lateral curve from the stem downwards to the baseline, eventually joining it to the ‘e’ resulting in a referential brush-like character the subtly alludes to the primary one.

“When the Regent brand was founded over 40 years ago, it changed the face of modern luxury,” IHG says. “It was a pioneer in hotel design with bold firsts that captured imaginations and set new standards in luxury and will continue the legacy of ultimate luxury hospitality.”

Regent Hotels and Resorts is present in five countries with six open hotels including the Regent Beijing, Regent Berlin and Regent Porto Montenegro and four properties due to open in the next three to five years in Hong Kong, Jakarta, Kuala Lumpur and Phu Quoc.

James Wilkinson

Editor-In-Chief, Hotel Management