[Part 2] What’s in a name?
29 May 2008
Tracey Doran is managing director of Doran Design, a design consultancy specialising in exhibition stand design. In the second of a six part series, Tracey reflects on company branding.
When I’m asked by a perspective client who else I design for, I always include the name Accor Hotels. Accor who? I hear you say. If I had a pound for every time I hear that, I would be a rich man. If I go on to say “they are one of the worlds largest hotel chains” they start to listen. But it’s only when I say what the brand names are (Sofitel, Novotel, Mercure, Ibis, Etap. Formula 1, Motel 6 and Red Roof in the USA, etc) that they know who they are!
The next question is often “how long have you had them as a client”? In Accor’s case, a long time (I just had to look it up). I’ve been working for Accor since the early 90’s.
I have designed all the major bespoke exhibition stands in the UK at World Travel Market, International Confex and The Business Travel Show. I have also designed a modular exhibition system that is used in shell scheme stands at smaller exhibitions, such as M&IT, Venue Expo and the Crème & the Mobility road show. I also created the 3D promotional displays for the marketing department and special displays at individual hotels. Lastly, I’ve just completed a new signage program for the restaurant at the new Ibis London City hotel.
Working for a client that is forever growing and changing requires flexibility in the design process. You need to keep up with all the changes of logos, number of hotels and current advertising themes.
I’m in constant contact with clients and their suppliers, making sure we are all singing from the same song sheet. As an example, Accor have been spending a small fortune just on replacement graphic panels every time one of the above changes, therefore I came up with the idea of utilising glass panels. These have logos, photos and copy applied, but most importantly can be removed and replaced separately. Both the copy and the logos are done in vinyl, so when they need to change the number of hotels, we simply peel off the old and apply the new and ‘yes’ they do change their logos!
This brings me back to branding. Unless you are one of the few lucky companies that have generic names, such as Hover, Durex, Thermos, Biro etc., does it matter if the parent company’s name is known? If you shop for washing up liquid, do you look for Unilever, Procter & Gamble or Johnson or is the name there just to give you reassurance?
I guess it’s the same with hotels. Do you need to know who owns it? You just need to know the name and the standard. For the past few years the Accor name has been part of all of the hotel logos.
I’m sure you will look out for it the next time you stay or pass one!
Other Press Releases By This Company
- 23/07/2014 - Latest news from Doran Design
- 29/05/2008 - [Part 6] Back to basics
- 29/05/2008 - [Part 5] Shake it all about!
- 29/05/2008 - [Part 4] Exhibiting - the boring bits!
- 29/05/2008 - [Part 3] Are you sitting comfortably?
- 29/05/2008 - [Part 1] It stared with a Wang!
