Above, an example of brand application for Ibis Hotels, a chain of economy hotels owned by Accor and formerly encompassing several different sub-brands.

A French firm, W&Cie, developed the new brand ID around a key component of the hotel stay, the pillow. Each color variation represents a different budget level of one member of the chain, with red, pictured here, being the “Ultimate” level.

Details of the rebranding effort can be found at Brand New.