C Create a House style for your hotel
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Assignments
Name of assignment
Create a house style for your hotel.
Situation
The Emerald Forest Hotel does not have a well-determined house style. It is not recorded in documentation and there is no specific plan or purpose. Because of the history, it has been a logical choice to use green in the logo. The 'house style' as it is now consists of using a lot of green (e.g. in the logo with the leaf).
Goal
The new house style must be in line with the strategy of your hotel: and it is a strategic choice by itself. In all communication, a specific house style should emphasize this new strategy of the hotel.
The logo and slogan are part of that. The whole presentation of the hotel is linked to the house style. This can go as far as the management wants: often elements of the house style are recognizable in the furnishing of the rooms, the restaurant or the corridors of the hotel.
The house style should support the strategy, will bring along costs, but these have to be in line with the 'results'. Maybe it is hard to define the ROI of the house style, but the costs should be related to other cost groups and to the revenues of the hotel.
Task, deliverable
Create a new house style (i.e., a corporate identity) and define what will be (or has to be) affected by these choices. Make a plan on how to implement the house style and make an estimate of the time it will take and the costs it will bring along.
You could work with a moodboard to give an idea of what the house style would mean to several aspects of the hotel.
Assessed elements
- Are all the elements of the house style in line with the strategy?
- Is everything explained well, are choices well-argued?
- Is the timeline set and is it clear what the changes will mean and what results will look like?
- Are the benefits of a new (corporate) house style clear?
- Is the perspective of the customer taken into account?
- Are all the sources accounted for?
Additional information
- What is a corporate house style?
- Promotion
- Logo
- strategy
- House style guidelines
- House style and identity
- Create a moodboard
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