Field Notes Inside an Integrated Communications Agency

I would like to take a moment to applaud Ramada Inn. As I cruise through the jumble that is our visual landscape, I often pause and take a relaxed, almost therapeutic, breath when I come across a billboard or ad showing Ramada Inn's new identity. They have made a leap away from the clunky, screaming logos of other comparable hotels.

Apparently, this new identity is a part of a huge branding effort made in order to upgrade their image. It is nice when a company's brand translates the message to its visual counterpart with such fluidity and grace. I think it nice for us to keep examples like these fresh in our minds when we approach new client work.  

So, what is Days Inn trying to say with their new logo? I see butter packaging. I'm not sure if that was their goal. I read on the Wydham Worldwide site that their idea was to translate the company pledge "A promise as sure as the sun" into their new branding. Promise? Wait a second. That's a kind of butter. Slippery, greasy, artery clogging butter. Seriously, what is their deal with butter?

I suppose my interpretation does not coincide with Days Inn's intent, but I will say that I personally feel that Ramada wins this rebranding round. Good job, Ramada.