Article from BusinessWire:

Hilton Worldwide today introduced a new brand logo and name for DoubleTree by Hilton (currently Doubletree) in front of more than 1,900 hotel owners, operators and corporate executives at the company’s first-ever Global Partnership Conference in Orlando. This first phase of a renewed DoubleTree by Hilton business strategy has been developed to further reinforce the brand’s relationship within the Hilton Worldwide portfolio of hotels and the company’s continued commitment to the future growth, expansion, and evolution of DoubleTree by Hilton within the hospitality industry.

“The introduction of our new DoubleTree by Hilton global identity communicates, with a new unified worldwide look, the brand’s proud Hilton Worldwide affiliation and acts as a stronger symbol for current and future customers to associate today’s DoubleTree by Hilton with its highly positive brand attributes”

The DoubleTree by Hilton logo and name officially will be launched during the first half of 2011, as part of a comprehensive rebranding initiative that will feature new advertising, marketing and communications campaigns, as well as new amenities and services for guests at DoubleTree by Hilton’s fast-growing collection of 240 hotels on five continents.

Design features of the DoubleTree by Hilton brand identity include:

* Addition of “by Hilton” to the brand name in proper theme and variation, to create a more direct affiliation and distinction between DoubleTree and its parent company, Hilton Worldwide;
* Introduction of a modern, sophisticated, stylized illustration of the brand’s signature two trees;
* Integration of new, contemporary fonts and color palettes custom-designed for the brand

“By celebrating a modern, updated look and feel for DoubleTree by Hilton in logo, product and services, we hope this new brand strategy will enhance name recognition and consumer preference and energize these outstanding hotels’ natural and welcoming characteristics for many months and years to come,” said Paul Brown, president – global brands and commercial services for Hilton Worldwide.

About Doubletree Hotels
To make reservations at any Doubletree hotel, travelers can visit our website at www.Doubletree.com, contact their preferred travel professional or call 1-800-222-TREE in the U.S. and Canada.

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