Refreshing a brand that everyone knows and that has recall as high as
Clarion is a challenge in and of itself. To create something that retains
certain defining markers yet makes a clear and distinctive turn from
its past requires consideration of many factors, including how both
hotel owners and consumers will react to the changes.

nm+u retained the original brand icon but chose a new, cleaner, more
modern typeface for the logotype. The pattern was created as a way
to utilize the existing maroon and yellow colors but to add to the
palette vibrant reds and teals to liven it up. This pattern also creates a
cohesive, yet not static way of connecting all elements together across
a host of items.