Timeless legacy requires attention to understanding what the new generation of luxury consumers truly desire
Hong Kong, September 11, 2015 /PRNewswire/ -- The Ritz-Carlton Hotel Company today unveiled a newly designed brand identity and brand proposition, which will be implemented across all customer touchpoints over the coming year. After a decade of brand evolution, this move aims to define, simplify, and highlight the characteristics of The Ritz-Carlton as a luxury brand, and to solidify its position as an iconic luxury hotel group in the eyes of a new generation of global guests. This is also the first time in the brand’s 32-year history that the prestigious lion and crown emblem has been altered.
Hervé Humler, President & COO of The Ritz-Carlton Hotel Company and co-founder of the brand, said: “Today marks a defining moment in The Ritz-Carlton’s history as we introduce our new brand identity set against a blue background.”
The Ritz-Carlton Hotel Company launches a new brand proposition
The Ritz-Carlton Hotel Company has evolved with the times, making significant changes to its brand proposition over the past decade with remarkable results. From design strategy and the selection of locations for new openings, to reshaping service style and standards and moving away from formal dining experiences, the brand has undergone a complete redesign, redefinition, and repositioning. All actions have fully demonstrated that as long as there is courage to change and lead the wave of transformation, The Ritz-Carlton can continue to maintain its advantageous position as it has in the past. Mr. Humler added: “We believe that as an iconic brand, we have a responsibility to lead by example in thought leadership, driving change in the luxury and hospitality sectors.”
The Ritz-Carlton Hotel Company launches a new brand proposition
Since its inception, The Ritz-Carlton brand has been widely known as a hotel group. Today, The Ritz-Carlton Hotel Company has achieved tremendous success in brand extension, including Ritz-Carlton Residences, Ritz-Carlton Clubs, Ritz-Carlton Destination Clubs, Leadership Centers, retail services, golf clubs, as well as charitable foundations and community footprints. Through brand extensions, The Ritz-Carlton Group is not only the largest provider of spa services in the United States but has also created the world’s largest luxury meeting venues.
Chief Marketing Officer of The Ritz-Carlton Hotel Company Ed French commented on brand development: “As a brand aspiring to lead the luxury industry, The Ritz-Carlton does not passively wait for data to tell us how to improve. Instead, we take a proactive approach by conducting global research. Our focus is not on the past of the luxury industry, but on how it will evolve in the future, inspiring and leading others.”
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We don’t believe brand character is inherited. For The Ritz-Carlton, stronger brand character is something written with our own hands today. We aim to write history, not just observe it every day. The goals and values of The Ritz-Carlton brand have never changed—it still strives to create precious memories and cater to the tastes of a new generation of consumers. The new Ritz-Carlton brand proposition represents our fresh perspective on understanding the brand’s heritage. While deeply influenced by its own past, the purpose and meaning of The Ritz-Carlton’s development is to build a better future.
For some well-known international brands, the best way to carry forward their legacy is to inherit and evolve past emblems while staying current. For The Ritz-Carlton brand, this action is embodied in the lion, the crown, and the blue background that symbolize the brand.
The Ritz-Carlton Hotel Company launches a new brand proposition
In the 1920s, wealthy Bostonians imported glass from Europe to make windows for their homes. When the glass was exposed to the air in Boston, something magical happened—the clear glass turned blue. Due to this interesting event, blue became a symbol of The Ritz-Carlton in Boston during the 1920s. When The Ritz-Carlton Boston was the first to decide to install blue chandeliers in its ballrooms, this rare color immediately became a symbol of the hotel’s status. Although blue has always been closely associated with The Ritz-Carlton brand, the color and the legendary origins of the brand have remained in the background, quietly supporting the brand’s growth. In updating The Ritz-Carlton brand proposition, we chose to bring this color together with the brand emblem, giving our brand a renewed vibrancy. This unforgettable shade of blue highlights The Ritz-Carlton brand’s pursuit of consistent quality and excellence, as well as its enduring commitment to creating cherished memories.
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