Hilton Garden Inn is a hotel chain offering mid-priced, focused-service hotels. It belongs to Hilton Worldwide.
The history of the chain can be traced back to the late 1980s. It was established by Hilton under the name CrestHill. In 1990, it was reintroduced under its current name. Over the following three decades, it has grown from four to more than 860 properties (as of 2020).
The best-known Hilton Garden Inn logo features a red flower emblem with the name of the chain in blue.
The emblem, which is called “the floret” in the official logo guidelines, consists of four stylized petals (leaves) positioned symmetrically. Despite the obvious botanic theme, the pattern created by the petals also conjures up the image of a hotel lobby and four rooms with their doors open. The outline of the flower is white inside a red square.
The name of the brand in dark blue can be seen to the right. It features a somewhat old-fashioned yet elegant serif type. The words “Garden Inn” are larger than the name of the parent brand.
The palette includes the following colors: PMS 187 (C), or hex #990033, and PMS 2736 (C), or hex #000066.
On the corporate website, a slightly different logo can be seen. Here, the lettering is gray, while the tint of the red square has a gray admixture.
The position of the words and their proportions have also been modified. This time, the word “Hilton” is more prominent, while the words “Garden Inn” are written in smaller letters below. These modifications move the emphasis to the parent brand.
The official Hilton Garden Inn logo guidelines mention that the emblem can be used on its own (although this use is restricted to several specific occasions). On the contrary, the wordmark has been often used as a standalone logo. For instance, this is how it was used on the Hilton Garden Inn Toronto/Markham and the property in Leiden (the Netherlands).
No matter what the palette is and whether the flower is present or not, the typeface remains unchanged. Due to this, the visual brand identity stays recognizable.