LodgeNet Interactive

New: Formal name, logo and tagline

Launched: January 15, 2008

Story in brief:
If you ever watched a movie in a hotel room, you probably experienced LodgeNet Entertainment, who provide media access in over 1.9 million hotel rooms worldwide. What happened? Same old story; the Internet. Technology changed. It's no longer about "Entertainment;" this alone justified an identity review (further justified, we might note, by a shiny, cheap and pointless logo).

It's still LodgeNet, now LodgeNet Interactive... given new life with a "spark of innovation" symbol that represents "the digital pipeline" LodgeNet provides. As CEO Petersen puts it, "our new name and logo represents our transformation from ... the leading provider of video on demand, to ... the leading provider of interactive media and connectivity solutions for the industries we serve." Clearly, this rebranding expands expectation both of the company's scope of competence, and quality of execution.

Credits:
C.E.O. - Scott C. Petersen
Brand strategy - Group 1066
Identity design - Jerry Kuyper Partners

First Impressions:
Clear thinking, ordinary common sense, and the courage to change equals leadership. Design very nicely executed by Kuyper; and it is so refreshing to see a chromium-plated 3D button replaced by a graphically expressed idea.