Welcome to IHG® Hotels & Resorts Brand Identity Quick Guide

IHG® Hotels & Resorts is evolving our brand, with an identity that fully embraces who we are – a bold and welcoming hospitality
company, whose purpose is to deliver True Hospitality for Good. Here, you’ll find a brief overview of our new brand identity. For more
information on how to bring our brand to life, please reference the full IHG® Hotels & Resorts Brand Guidelines on Brand Central.

Our Personality Logos

Our personality traits are how we want to show up to the
world. When you’re working on behalf of our brand, ask
yourself, “is this work honesty, inclusive and bold?”
HONEST
We’re real people taking care of real people. We’re
straightforward, honest and easy to work with.
Our clean and refined logo delivers a confident mark of trust.
Our primary logo is the most recognizable version of the brand
and is the preferred choice. The primary logo should only be
used in applications where it can be center-aligned in
placement. Use the secondary logo in placements where the
logo will be left or right justified in layout.

INCLUSIVE

We’re a global company with hotels in

neighborhoods around the world. At IHG® Hotels
& Resorts, everyone will find a warm welcome.

ENGAGING

We connect with people because we’ve got primary

worldly wisdom and wit. We’re warm, open and
confident.

BOLD

We’re the pioneers in global hospitality and we

know great travel. We have a strong perspective
and we’re not afraid to share it.

secondary

Fonts
We combine Graphik and Graphik wide typefaces to flex from functional to expressive.

Graphik Wide Graphik Medium Graphik Regular Arial

For headlines For subheads For body copy System font
Color Palette Brand Bar
Our color palette is fresh, clean and crisp. We value clear space Our brand bar is used as a sign-off endorsement to drive
and neutrals, with accent colors to add subtle spark. awareness of our of brands. The collection landscape bar is
the preferred lockup in most use cases. Depending on the
Warm White
application, color or grayscale versions of the brand bar can
Primary background color be used.
Warm White 20-30%
#F0EEED (RGB HEX)

Cool Gray
Cool Gray 20-30% Primary background color
#C2C7CA

Deep Blue
Deep Blue 20-30% Secondary background
color, used sparingly.
#1F4456
vertical
condensed
White
Logos, text,
landscape collection vertical
and backgrounds. collection

White 40-50% #FFFFFF

Signature Orange
Accents, Signature Strip
#E8542C landscape condensed

Black
Signature Orange 5-10%
Logo & text only Icons
Black 5-10% #000000 Iconography allows us to communicate without words. Our
set of icons is simple, clean and considered, with refined
weight and softened edges.
Rewards Gray
IHG® Rewards applications only
#6F8996

Quick Guide Checklist

 Are you using the right logo or brand bar for your application?
 Is there enough clear space around our logos?
 Are you using the correct color values and percentages?
 Are you using signature orange only sparingly?
 Is your typography, logo or icon legible on the background color or element?
 Is it honest, inclusive, engaging and bold?
 Have you received approval from ihgbrand@ihg.com on any internal or external use of the logo or new branding?

Contact
Please reach out to ihgbrand@ihg.com for questions or additional information.

Feb 2021