Logology
Why Does Any Company Bother to Rebrand? An Investigation.
From Marriott’s Bonvoy to Slack’s ‘swastika,’ the public has made it clear: Don’t dare change a logo on them
In January, Marriott International unveiled an exciting new rebrand that had been in the works since its acquisition of Starwood back in 2016. The hotel chain ordained its new loyalty program — a consolidation of Marriott Rewards, Ritz-Carlton Rewards, and Starwood Preferred Guest — “Bonvoy,” an invented word sprouting from the whimsical “bon voyage.” “Marriott Bonvoy marks an evolution in travel,” declared Marriott International’s Global Chief Commercial Officer Stephanie Linnartz on the company’s website, “because it represents more than a loyalty program.”
The timing for a brand rehab couldn’t have been better. Recently, the $39.56 billion hotel chain had found itself repeatedly and unflatteringly in the news. In November, the company admitted that its Starwood reservations system had suffered the biggest breach of consumer data in history, with approximately 383 million customer records compromised. It was in the midst of also dealing with the largest hotel strike in U.S. history.
Marriott gave Bonvoy the red-carpet treatment. Along with partnerships with Manchester United…
