Solare Hotels & Resorts Brand identity

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Solare Hotels & Resorts has been sponsored by Loan Star Fund since 2003. This fund operates 32 hotels in total including the Chisun Hotel Chain. At present, this hotel group provides 6403 rooms in total and ranks 12th in Japan. They planed to be the nation’s largest hotel group and released it as well as the new corporate identity.

Aiming to be a leading mid-upper-class hotel chain, become one of the top 5 nation’s hotel chains within 3 years and establish a firm position as a city hotel company, we were required to express services and welcome, which are their brand promises, through the logo and the look and feel.

It was also a crucial point to avoid communication loss to customers by making them feel a sense of solidarity in brand logo beween "Solare Hotels & Resorts" and its affiliates such as "Chisun Inn", "Chisun Hotel", "Chisun Resort", "Chisun Grand" and "Solare Correction".

The Brand Union classified hotels owned by Solare Hotels & Resorts into 5 categories to clarify the difference among hotels. Set the brand of "Chisun Inn" and "Chisun Hotel" as a category of providing the limited services; position "Chisun Resort"; "Chisun Grand" as a hotel brand of providing the full services; and put other hotels with independent brands in a category of "Solar Collection". Such classification clarified their service details and enabled them to offer better services meeting their own customer needs.

The logo of "Solare Hotels & Resorts" uses orange and grey colors meaning warmness, familiarity and relationship in the motif of sun, a symbol of energy.

4 Chisun brands express "welcome" and show the sense of unity, linking with sun, the logo of Solare Hotels & Resorts. In pursuit of further solidarity, the English notation changed from CHISAN to CHISUN. We also developed a color showing each hotel’s characteristics. The logo of "Solar Collection" is formed in the same expression manner as “Solare Hotels & Resorts to give a sense of solidarity with it.

Media has focused on "Solare Hotels & Resorts" from the perspective of "corporate reconstruction" before the opening of Chisun Hotel. As the first step, the Chitan Hotel Hakata will reopen on August 3, with not only the renewed brand and logo but also many people’s expectations. People pay attention to this opening as well as the future prosperity and growth of Solare Hotels & Resorts.