Novotel, the long-standing and founding brand of the Accor group, has constantly reinvented itself. To compete against new rivals, the group’s flagship brand is seeking to assert its modernity and its ability to adapt to new customer expectations.
Eschewing the functional standardisation of the 20th century, a new modernism strikes a balance between customisation, efficiency and lifestyle.
Novotel is a way of being.
The brand’s new cues combine the power of its name and redesigned logo with a sense of levity. The iconography, inspired by lifestyle fashion, breaks with standard approaches in the hotel industry and emphasizes the notion of quality time.