Landor teams with the Comfort brand to refresh its look

NEW YORK (2 May 2018) — Landor, one of the world’s leading global brand strategy and design firms, teamed with the Comfort hotel brand by Choice Hotels to showcase its transformation with a new brand identity system. Landor worked to create a symbol that would serve as a beacon to consumers, highlighting the changes that are taking place inside the hotels, from new lobbies to upgraded guest rooms. These bold decisions help reaffirm the brand as a leader in the upper midscale hospitality segment, while communicating the substantial investment that has been made to the more than 1,650 Comfort hotels nationwide.

Comfort Before and After

A staple of the American hotel landscape, the Comfort brand needed a new identity that reflected its heritage yet expressed its modern, updated guest experience. Building on existing brand equities, Landor moved away from the prior bright blue logo in favor of a digitally savvy identity that stands on its own. Together, the new visual identity, typography, signage, and look and feel reflect the Comfort brand’s positioning and brand promise: to help guests feel refreshed and ready to take on the day.

Nicknamed “the embrace,” Comfort’s logo literally portrays a “C” and establishes a strong sense of place, space, and belonging. The logo functions as a beacon; the interior of the identity evokes a sense of warmth that invites customers in. The logo is designed to evolve and adapt as the brand continues to expand around the world.

Wally Krantz, executive creative director of Landor New York, explained, “The Comfort brand’s new identity will help pave a bold path forward. By focusing on the brand equity from its name and its yellow and orange color palette, we maintained the core aspects that consumers love about the Comfort brand. Meanwhile, its new font and updated visual style—and especially the decision to let the logo stand on its own—lends an impactful, contemporary feel to the brand.”

Comfort sign

Anne Smith, vice president of brand management and design for Choice Hotels, added, “We couldn’t be more thrilled with the new Comfort brand identity. Landor’s highly collaborative and agile work process ensured that each visual concept represented the business strategy and brand positioning at every step. The result is an identity that supports the Comfort brand’s transformation and will help it grow and thrive for many years to come.”

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About Comfort

Comfort® Rested. Set. Go.®

The Comfort brand, franchised by Choice Hotels, has been trusted by travelers and hotel owners for more than 30 years. With Comfort Inn, Comfort Inn & Suites and Comfort Suites hotel properties nationwide, the Comfort brand family is ready to take care of guests everywhere they need to be. And with hundreds of newly renovated properties, Comfort is committed to helping guests feel refreshed and ready to take on the day, whether they are traveling for business or leisure. Comfort is the largest 100 percent smoke-free hotel brand in North America with more than 1,800 properties open and operating. At Comfort, complimentary amenities include a hot, hearty and healthy breakfast, free Wi-Fi, business center, and fitness center or swimming pool at most locations. Rested. Set. Go.® Because behind every great day is a great night. For more information, visit,, or 

About Choice Hotels

Choice Hotels International, Inc. (NYSE: CHH) is one of the world’s largest hotel companies. With over 6,800 hotels franchised in more than 40 countries and territories, Choice Hotels International represents more than 500,000 rooms around the globe, and as of February 1, 2018, more than 1,000 hotels were in its development pipeline. Our company’s Ascend Hotel Collection®, Cambria® Hotels, Comfort®, Sleep Inn®, Quality®, Clarion®, MainStay Suites®, Suburban Extended Stay Hotel®, WoodSpring Suites®, Econo Lodge®, Rodeway Inn®, and Vacation Rentals by Choice Hotels® brands provide a spectrum of lodging choices to meet guests’ needs. With more than 35 million members, our Choice Privileges® rewards program enhances every trip a guest takes, with benefits ranging from every day rewards to exceptional experiences, starting right when they join.  All hotels and vacation rentals are independently owned and operated. Visit us at for more information.

About Landor

A global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.

Landor’s branding services include insights and analytics, strategy and positioning, brand architecture, innovation, identity, prototyping, naming and verbal identity, packaging, adaptation and implementation, environments and experiences, and new and interactive media.

Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 26 offices in 19 countries, working with a broad spectrum of world-famous brands. Clients include Barclays, Bayer, BBC, BMW, BP, Cracker Barrel Old Country Store, FedEx, GE, Kraft Heinz, Huawei Technologies, Marriott International, Nike, Pernod Ricard, Procter & Gamble, S&P Global, Samsung, Sony, and Taj Group.

Landor is a member of WPP, the world’s largest marketing and communications firm. For more information, please visit and follow Landor on LinkedIn, Facebook, Twitter, and Instagram.