Mövenpick unveils new logo and brand refresh

Swiss hospitality company Mövenpick Hotels & Resorts has unveiled its new logo and corporate identity as it looks to the future of the international brand.

Drawing inspiration from the legend of the brand’s origin, the contemporary new visual identity is designed to reflect the warmth, self-assurance and characteristic ‘Swissness’ of the forward-looking company’s properties and staff, across the globe.

Since its inception in 1948 with the opening of its first restaurant in Zurich, the Mövenpick brand has expanded to encompass wine, fine foods, and a hotel business that has blossomed to become the largest member of the Mövenpick family. With the Mövenpick Hotels & Resorts portfolio flourishing, the company decided the time was right to refresh the brand identity in order to reflect its quality, relaxed confidence and amiable efficiency.

Back to its roots

London-based strategic brand design agency Bulletproof created the new visual identity, going back to Mövenpick’s roots for inspiration, since legend has it that founder, Ueli Prager, named the company after the elegant yet efficient movements of a seagull – or ‘Möwe’ in German.

A new service philosophy, We Make Moments, will also come increasingly to the fore, bringing together the brand vision, values and core behaviours to create memorable moments for guests.

Nick Bosworth, the company’s VP brand and marketing, said: “Mövenpick Hotels & Resorts is deeply proud of its Swiss heritage. But in a world that’s becoming ever more global – and with our own international footprint of hotels growing each year – we needed a corporate identity that would connect at a deeper level with consumers in every market.

“Bulletproof understood our global challenge implicitly, creating a corporate identity that makes the brand relevant to the modern, global consumer while staying true to our Swiss soul, and flooding our communications with the life and vibrant colour that only global travel can bring.”