Motel 6 Rebranding

Brand Guideline Mengyi Zhang GR604 The Nature of Identit y 2019

Bra nd Book

Motel 6

1

2

Motel 6

Bra nd Book

Table of Content 01. Brand Strategy

02. Logo Development

1.1 Brand History

2.1 Ideas

1.2 Brand Timeline

2.2 Tight Sketch

1.3 Competitors

2.3 Final Logo

1.4 Keywrods & Brand Mission 1.5 Brand Soul & Statement 1.6 Audience 1.7 Grid

03. Brand Standards

04. Brand Extension

3.1 Logo Clearspace

4.1 Website

3.2 Logo Size

4.2 App

3.3 Logo Usage & Unauthorized Logo

4.3 Souvenir

3.4 Color Platte

4.3 Refreshment

3.7 Imagery 3.5 Typography 3.8 Stationery

Bra nd Book

Motel 6

3

4

Motel 6

Bra nd Book

01. Brand Strategy

Bra nd Book

Motel 6

5

History I n 19 6 2 , t w o v i s i o n a r y r e a l e s t a t e c o m m e r c i a l c o n t r a c t o r s f r o m S o u th e r n C a li f o r nia e m b ar ke d o n a cross- co unt r y ro a d t r ip w i th th e ir families. During the course of their trips, they each grew increasingly dismaye d at the limite d choice of consistent, af fordable lodging avail ab l e to th e ave r a g e l e isu re tr ave l e r. Ami d a grow in g t re n d tow ard g r an d e r m ote ls w i th th e ir n e ce ss ar il y hi gh e r p r i ce s , th e t wo p ar tn e r s decided to of fer something dif ferent: a motel without the amenities of other motels but one that charged substantially less than its comp etition.

William Be cker and Paul Gre ene designe d a unique lo dging concept, of fer a clean, comfor table, consistently e xe cute d motel e xp erience at a reasonable price — that would revolutionize the lo dging business in America. With $80 0,0 0 0 in cash and an iron will, they built and ulti mately launched the first profitable bargain motel, starting with a rate of $6 p er ro om, p er night at any time of the year : Motel 6.

Free from the standard philosophy guiding other motel operators, the company e xp erience d rapid e xpansion throughout the 1970s and early 1980s. Bols tere d by the growing presence and acceptance of budget motels across the countr y, Motel 6 was acquired by an investment group le d by Kohlb erg, K ravis, Rober t s & Company (K K R).

Af ter the acquisition by KKR , Motel 6 launched its f irst adver tising campaign in the fall of 1986. Primarily supp or te d by radio, Motel 6’s a d ve r tisin g c amp ai gn f eatu re d N ati o nal Pub li c R a di o ann o un ce r To m Bodett and the signature Motel 6 tag line, “We’ll leave the light on for you.”

I n 19 9 0, th e co mp any b e c am e a subsi diar y o f Fre n ch h ote l co mp any A cco r S . A . U n d e r A cco r ’s s t e w a r d s h i p, t h e b r a n d e x p a n d e d i n t o f r a n chising, growing from approximately 500 locations to 1,100. Accor also launche d Motel 6’s e x tende d stay brand, Studio 6, in 1998 .

6

Motel 6

Bra nd Book

History Brief

Motel 6 is an American privately owned hospitality company with a chain of budget motels in the United States and Canada. Motel 6 also operates Studio 6, a chain of extended stay hotels.

Bra nd Book

Motel 6

7

Brand Time Line 1986

1962

Motel 6 begins its award-winning “ We’ll leave the light on for you” adver tising campaign featuring the voice of Tom Bodett.

Motel 6 was founded in Santa Barbara, California

Motel 6 opens its largest location, Motel 6 Tropicana, amid the glitter y lights of Las Vegas, Nevada.

1971

8

Motel 6

Bra nd Book

2006

2017

Motel 6 invests more than $6 million in proper ties to help rebuild New Orleans and Gulfpor t following Hurricane Katrina.

Motel 6 launches Studio 6 Ex tended Stay suites featuring fully- equipped kitchenettes designed for longer stays.

1999

Abandoned some spots.

Increase of the competition, and tried to develop new protot ype.

2011

Bra nd Book

Motel 6

9

Competitors Direct

10

Motel 6

Bra nd Book

A ncillar y

Future

Bra nd Book

Motel 6

11

Keywords

Effective Stylish Amiable Trustworthy Genuine

12

Motel 6

Bra nd Book

Brand Mission

Our mission is to build on the iconic heritage of our brands, to become the universally reognized leader in economy lodging.

Bra nd Book

Motel 6

13

Brand Soul

Intimate Services, Guests the highest.

14

Motel 6

Bra nd Book

Repositioning Statement M ote l 6 b e li eve s a wo n d e r f ul s t ay in e x p e r i e n ce c an b e th e m os t imp o r t ant p ar t o f tr ave lin g . Fro m a co mf o r t ab l e b e d to a d e li ci o us b re ak f as t , f ro m tr ip a d v i ce to e nte r t ainm e nt o p ti o ns , f ro m cl e an n e ss o f th e ro o m to s t y lish d e si gn an d d e co r ati o n , eve r y d e t ail in o u r s e r v i ce co ntr ib u te s to th e w h o l e gre at e x p e r i e n ce. We re sp e c t th e uni qu e n e ss o f eve r y gu e s t an d sin ce re l y p rov i d e th e s e r v i ce s .

Bra nd Book

Motel 6

15

Audience: Office Worker Alex

Office Worker

Age: 31 Income: 80k Occupation: Product Manager Status: In Relationship Hobbies: Outdoor Activities

User Story His life routine is regular and busy, gets up at 6 and goes to the office and be back home at 5, sometimes, he works overtime due to heavy load.

He spends most of his time working, and he recently feels really tired and wants to have a long vacation.

He doesn’t really care about the decoration of the hotel, he thinks the facilities are more important, for example, the wifi, the coffee table.

He travels alone, and he does not want to make too much effort researching on hotels, he just needs convenience.

16

Motel 6

Bra nd Book

Audience: Travel Streamer Bob Travel Streamer

Age: 24 Income: 50K-70K Occupation: Online Streamer Status: Single Hobbies: Make Videos and Photography

User Story He just graduated from university and decided to become a YouTuber, he has seven thousand followers on his channel.

He loves his job, he is a person who loves to share his life, especially travel experience to his fans.

He has a high demand for the good appearance of the hotel, include inside design style, he wants to show his audience a wonderful and unique hotel.

He also thinks the food in the hotel should be decent so that he can take the picture and put them to social media.

Bra nd Book

Motel 6

17

Audience: Life Seeker Vivian Life Seeker

Age: 29 Income: 60K-65K Occupation: Freelance Writer Status: Divorced Hobbies: Reading and Shopping

User Story She just divorced but she is a positive woman with pride, she wants to start a new life without looking back.

She decides to travel alone and meet some new people.

She does not want to spend too much money on staying in the hotel and she wants the place is safe for her to stay.

She wants the hotel can provide some place that she can socialize with other people, like a Cafe.

18

Motel 6

Bra nd Book

Audience: Free Spirit David Free Spirit

Age: 65 Income: 50k Occupation: Retired Status: Married Hobbies: Camping and Travel Around the World

User Story He retired last year, and he wants to spend time with his wife on traveling around the world.

He wants the brand can be trustworthy and internationally, so he can stay in the hotel that provides the same quality service wherever he is.

He thinks a good location is important because he wants to save his time on other things rather than worrying about transportation or distance.

He is a frequent traveler and he wishes the hotel he usually stays can give him some discount.

Bra nd Book

Motel 6

19

Audience: College Student Monica College Student

Age: 19 Income: 12k Occupation: College Student Status: Single Hobbies: Travel, Movies and Hang Out with Friends

User Story She is a college student who always loves to spend her holiday or spare time traveling around with her friends.

She considers her budget and is seeking for a hotel that is inexpensive but still has a good quality stay experience.

She thinks highly of the cleanness of the room, and it would be better if the room is well-designed.

She also cares about the environment, she hopes the place she stays is environmentally friendly and sustainable.

20

Motel 6

Bra nd Book

Audience: Mother of Two Children Lucy Mother of Two Children

Age : 40 Income: 75k Occupation: Accounting Status: Married With Two Kids Hobbies: Gardening, Spend Time With her Children.

User Story She wants the hotel can provide a great breakfast so that she and her family won’t need to find another restaurant to deal with their early meal.

She has a good taste of interior design so she thinks a stylish design of the hotel is important, it will improve the whole experience of traveling.

She prefers a quiet room because her children need to rest early at night, besides, she doesn’t want her kids to annoy others.

She wishes the hotel can have a public entertainment place to have fun with her family.

Bra nd Book

Motel 6

21

Brand Grid Past Image Inspiration: Room, Object, Material, Appearance, Animal, Traveler, Entertainment, Food.

Focus On: Traditional motel and relative services.

Motel 6

22

Motel 6

Bra nd Book

Brand Grid Future Image Inspiration: Room, Object, Material, Appearance, Animal, Traveler, Entertainment, Food.

Focus On: Stay in experience and healthy food.

Bra nd Book

Motel 6

23

Keyword Stylish

24

Motel 6

Bra nd Book

Keyword Trustworthy

Bra nd Book

Motel 6

25

Keyword Effective

26

Motel 6

Bra nd Book

Bra nd Book

Motel 6

27

28

Motel 6

Bra nd Book

02. Logo Development

Bra nd Book

Motel 6

29

Logo Ideas 01

30

Motel 6

Bra nd Book

Logo Ideas 02

Bra nd Book

Motel 6

31

Logo Ideas 03

32

Motel 6

Bra nd Book

Logo Ideas 04

Bra nd Book

Motel 6

33

Tight Sketch 01

34

Motel 6

Bra nd Book

Tight Sketch 02

Bra nd Book

Motel 6

35

Tight Sketch 03

36

Motel 6

Bra nd Book

Tight Sketch 04

Bra nd Book

Motel 6

37

Tight Sketch 05

38

Motel 6

Bra nd Book

Tight Sketch 06

Bra nd Book

Motel 6

39

40

Motel 6

Bra nd Book

03. Brand Standards

Bra nd Book

Motel 6

41

Logo

42

Motel 6

Bra nd Book

Concept

Concept New logo of Motel 6 kept the original logo’s attitude, using two contrast color to give a energetic and vivid look, besides, transferring number 6 to a geometric shape also create some modern sense into the logo.

Bra nd Book

Motel 6

43

Logo Clearspace 01 Full Logo

44

Motel 6

Bra nd Book

Logo Clearspace 02 Logo Type 20x 2x

2x

2x

2x

4x

Logo

15x 2x

2x

15x

2x

2x

Bra nd Book

Motel 6

45

Logo Size Original 2 in 3 1/2 in

3 1/2 in 1/2 in

Minimal size =1/2 in Plus 1/2 in

46

Motel 6

Bra nd Book

Logo Size Horizontal 1 1/2 in

3 1/2 in

1/2 in

2 in

2 1/2 in

Minimal size =1/2 in Plus 2 1/2 in

Bra nd Book

Motel 6

47

Signatures

REFRESHMENT

GIFT SHOP

GUEST SERVICE

TRANSPORTATION

48

Motel 6

Bra nd Book

Alternative Logo

Bra nd Book

Motel 6

49

Logo Usage The logo elements should be shown either in full color or in pure black and white. They should not be shown in greyscale at any time. The logos on this page should be used above 60% black background colors. Logos on the right should be used below 60%.

Above 60% Black

50

Motel 6

Bra nd Book

Logo Usage Below 60% Black

Bra nd Book

Motel 6

51

Unauthorized Usage

Do not strech.

Do not use drop shadow.

Do not adjust placement.

Do not use color other than those specified in this guide.

52

Motel 6

Bra nd Book

Do not crop.

Do not adjust opacity.

Unauthorized Usage

Do not add elements.

Do not change the color of individuals.

Do not move individual element.

Do not rotate.

Do not add imagery.

Do not use logomark as a pattern.

Bra nd Book

Motel 6

53

Color Platte Primary C: 100 M: 91 Y: 37 K: 24 R: 31 G: 47 B: 93 PMS: Blue 072U HEX: #243F8E

C: 1 M: 87 Y: 97 K: 4 R: 226 G: 69 B: 36 PMS: Bright Red U HEX: #e24524

54

Motel 6

Bra nd Book

Color Platte Secondary C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 PMS BLACK C HEX 000000

Bra nd Book

Motel 6

55

Typography Headings

Aa

Uptipia Bold

AaBbCcDdEeFfGg

AaBbCcDdEeFfGg

HhIiJjKkLlMmNn

HhIiJjKkLlMmNn

OoPpQqRrSsTt

OoPpQqRrSsTt

UuVvWwX xYyZz

UuVvWwX xYyZz

0123456789

56

Motel 6

0123456789

Bra nd Book

Typography Running Text

Myriad Regular

Aa

AaBbCcDdEeFfGg

AaBbCcDdEeFfGg

HhIiJjKkLlMmNn

HhIiJjKkLlMmNn

OoPpQqRrSsTt

OoPpQqRrSsTt

UuVvWwXxYyZz

UuVvWwXxYyZz

0123456789

0123456789

Bra nd Book

Motel 6

57

Imagery Objects

58

Motel 6

Bra nd Book

Imagery People

Bra nd Book

Motel 6

59

Stationery

60

Motel 6

Bra nd Book

Mengyi Zhang Manager

T: 210 -3342-4120 E: info@motel6.com W: Motel6.com

Fr o m M e n g y i Z h a n g 14 0 0 Tu r k Av e n u e S a n Fr a n c i s c o , C A , 9 5121

To M r. S m i t h 124 8 C a l i f o r n i a St r e e t S a n Fr a n c i s co, C A , 9 4118

Bra nd Book

Motel 6

61

62

Motel 6

Bra nd Book

Bra nd Book

Motel 6

63

Bath

64

Motel 6

Bra nd Book

Bra nd Book

Motel 6

65

Vehicle

66

Motel 6

Bra nd Book

Bra nd Book

Motel 6

67

Pillow

68

Motel 6

Bra nd Book

Door Hanger

Bra nd Book

Motel 6

69

70

Motel 6

Bra nd Book

04. Brand Extentions

Bra nd Book

Motel 6

71

Mobile Travel App

72

Motel 6

Bra nd Book

This app is designed for helping travelers gets more information while planing for traveling and also provide a bunch of functionalities so that they haven’t to concern too much for traveling.

When travelers go to unfamiliar places, the most important part is collecting information such as must-go point of views, ticketing, and navigation. With this app, travelers are able to get all of these information by simply clicking on the screen.

Motel 6

Bra nd Book

Motel 6

73

Website

74

Motel 6

Bra nd Book

This website is designed for helping people selecting hotels.

In this website, travelers are able to find hotel location, pictures, reviews and price, which are the most useful information about hotels. This website also gives multiple selection options based on travelers’ estimates.

Bra nd Book

Motel 6

75

Souvenir

76

Motel 6

Bra nd Book

The souvenir shop has various selections like toys and fridge magnets.

These souvenirs are not only providing profit but also help travelers memorize company name and culture.

Bra nd Book

Motel 6

77

Refreshment

78

Motel 6

Bra nd Book

This lunch box gives travelers opportunities get food fast and convenient. This lunch box can carr y food with multiple dividers to help travelers have lunch or dinner easily and energize themselves.

Bra nd Book

Motel 6

79