REBRANDING HOWARD JOHNSON
AS HOME AWAY FROM HOME
Students were asked to select a dead, dying or defunct brand and rebrand the selected brand to develop its new identity, visual standards and brand extensions. Branding is about the process of understanding what defines the brand, the identity and the essence of the business.
HOJO will be focusing on travel; the time while you are traveling away from home. Whether you are on business trip or personal travel, Hojo is always a place where you can count on a smile and a quality experience. The new identity is inspired by the idea of home and a smiling face, and I want it to evoke a sense of friendliness and well being. The colorful design and rounded typefaces are what give the brand a sense of fun and warmth. The language tone that carries through this book is also friendly and similar to a southern hospitality greeting.