Choice Hotels Unveils New Logos for Its Midscale Brands

May 3, 2019

Choice Hotels International, Inc. (NYSE: CHH) unveiled refreshed logos for Quality Inn, Clarion, Sleep Inn, and MainStay Suites at its 65th annual convention.

The new logos were designed to reflect both the brands' tradition and potential. All will include a “By Choice Hotels” tagline.


“We never stop innovating at Choice, and the new brand identities embrace a modern look and feel without sacrificing the brand equity and rich history guests value today,” said Anne Smith, vice president, brand management, design and compliance, Choice Hotels. “The 'By Choice Hotels' endorsement on each logo received overwhelmingly positive feedback from consumers. And owners told us that the connection to our master brand is a value add for their business.”

Hotel owners will begin transitioning their signage to the new logos, and all guests can expect to see the new brand logos over the next two to three years on the hotel's exterior and on digital and social channels, including choicehotels.com. Each brand logo is unique to its personality:

  • Quality Inn capitalizes on its 80 years of rich history and strong awareness by leveraging the recognizable “Q” and green that signals value, while modernizing for the future.
  • Clarion used learnings from the new Clarion Pointe extension to design its revamped, kinetic logo, which signals its strong foothold in the focused service segment.
  • Sleep Inn's value proposition as a simply stylish, all new-construction brand translates seamlessly to a cursive logo and eclipsing moon against its signature purple background.
  • MainStay's updated blue logo — an ambigram of its M.S. initials — reimagines the brand promise of “live like home” and communicates calm and comfort, especially for extended-stay guests.

    • Choice's midscale brands, Comfort, Quality Inn, Clarion, Clarion Pointe, Sleep Inn, and MainStay Suites, expect to open more than 150 hotels combined in 2019, including in cities like Brooklyn, N.Y.; Nashville, Tenn.; Oklahoma City; San Antonio; and San Diego.

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