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Hotel chain The Dorchester Group is preparing to rebrand next month. The chain will undergo a new group company name and brand identity for its corporate level. But a spokesperson for the chain confirmed to ABTN that individual hotels will keep their brand names.
The monogram will also be changed and is expected to be black, white and silver. Individual hotel websites will be tweaked to reflect the new image. Appointed design firm Pentagram told Design Week: ”the aim is to grow the group and add more hotels, and this brand identity will work across that.”
The spokesperson confirmed the company has ambitions to expand its group of hotels to 20. ”We are looking for landmark buildings in gateway cities with an optimum size of 250 rooms.”
The Dorchester Group's hotel portfolio includes The Dorchester, Beverly Hills Hotel in Los Angeles, Le Meurice, Hotel Plaza Athene in Paris, and Principe di Savoia in Milan.