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When Global Hyatt Corporation acquired the AmeriSuites hotel chain, it presented an opportunity for design and brand strategist Lippincott to create a unique brand and destination, within Hyatt’s portfolio of luxury hotels, for Gen-X “road warriors.” The name suggests distinguishable comfort and the quality of a home for discerning business and leisure guests and the identity is based on the idea of a gathering place. With circles that form a sense of locality and a series of colored dots that form the letter H, the mark is friendly, direct, modern and unique among the brands in its competitive set. Selected typography, color and graphics, imagery and material finishes reflect a unique brand personality characterized by comfort, quality and service.
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