Howard Johnson Brand Refresh

Introduction

Howard Johnson, an established economy hotel brand with more than 400 properties worldwide, tapped NM+U to lead a comprehensive brand refresh. The goal: to align its cheerful “Happy” positioning with its original roots as a classic roadside hotel brand, while elevating the brand’s overall visual identity and appeal.

Challenge

The challenge was to evolve a highly recognizable and nostalgic brand while maintaining its core attributes. NM+U began with a discovery exercise to identify key elements of the Howard Johnson brand heritage, along with opportunities for differentiation within the competitive economy hotel space. The objective was to create a brand that felt fresh and sophisticated—without losing the familiarity that longtime travelers associate with the name.

Solution

The result is a modernized hotel brand identity that feels true to Howard Johnson’s legacy. The refreshed visual system is contemporary and polished, yet still appeals to the road traveler who has always been part of the brand’s story. The iconic blue and orange color palette was retained and leveraged to maintain the joyful spirit of the brand’s “Happy” positioning. NM+U also introduced a unique visual style, using design elements that pay homage to the brand’s heritage, ensuring a strong connection between past and present.