Clarion Brand Identity
Introduction
Clarion is one of the most recognizable hotel brands in the U.S., with locations in every state and major city. While the brand has been around for decades, the Clarion Hotels experience continues to evolve—and the visual identity needed to reflect that. Choice Hotels partnered with NM+U to lead a Clarion brand refresh, bringing the look and feel in line with the brand’s modern direction while maintaining its legacy.
Challenge
Refreshing a brand as well-known as Clarion required a thoughtful approach. The goal was to develop an updated brand identity that felt vibrant and current, while still retaining the defining elements that hotel owners and guests recognize. For a legacy hospitality brand, this meant carefully balancing modernization and brand equity.
Solution
NM+U developed a cohesive creative platform that brought new energy to the Clarion identity. The updated design included custom patterns, an expanded color palette, a modern typeface, and other refreshed visual elements. Every component was chosen to align with Clarion’s brand personality, allowing the creative to feel fresh and modern while still familiar. The result is a Clarion brand identity that reflects both its heritage and its forward momentum.
Branding & Marketing Materials
Photography
