Announcing the launch of the new logo, Radisson Hotels & Resorts Worldwidemanaging director (sales and marketing-Asia) Jack Geddes told reporters thatthe new look of Radisson is a symbol of the major transformation which hasbeen underway for several years throughout the Radisson organisation.

"The contemporary new brand identity reflects the company's strategy forleadership in the world travel industry and will help us in positioning thecompany as a full-scale hotel and resorts company in the new century", hesaid.

The new logo will be sported by Radisson's existing 400 hotels as well allfuture hotels and resorts worldwide. Besides the building signage, the newRadisson name will appear on marketing materials, stationery, supplies andoperational materials, printed advertisements, food and beverage andguestroom items. The company intends to support the new look with anambitious broadcast and print advertising campaign. Geddes said a need forchanging the logo of the company was felt as the old logo was "appearingdated and gave the 70s look". The company started work on a contemporarylogo over two years back, which could promise a consistent delivery ofproduct throughout the world.

The new logo is meant to signify `vitality, worldwide expansion andadvancement into the future with invigorated programmes'. The style of theletters is multicultural and timeless, he added.

About the genesis of the whole exercise, Geddes said the announcement of thenew Radisson brand identity is the culmination of around two year's globalprocess involving Radisson's worldwide partners and the company's globalbrand council - a cross disciplinary team from marketing, brand marketingservices, operations, development and public relations, besides others, saidGeddes.

The final design of the logo was created by Interaction Brand, anadvertising agency in Oslo, Norway. The new brand identity and name willbegin appearing at all the existing and future hotel and resort propertiesin a phased manner over the next four years. "Radisson has circulateddetailed plans to all its franchisees following which they will start makinga transition to the new identity in totality," said Geddes. Radisson willnot invest in the expenses incurred by each of the franchisees in making thetransition, he added.

According to a senior company official, worldwide, all the franchisees couldspend a combined $ 50 million in affecting the transition to the new brandidentity.

In a bid to achieve total guest satisfaction and build long-term guestloyalty, Radisson intends to launch a `100 per cent guest satisfactionguarantee' programme worldwide. The programme, which focuses on exceedingguests' expecation, has been lanched in the US and Europe and will soon belaunched in India, Nepal and the region.