New Super 8 Hotel Logo

The hotel chain Super 8 unveiled their new logo on 5.12.08.

In the press release they discuss the reasoning:
“Leaders of the Super 8® lodging chain today unveiled a new logo featuring a brighter, modern graphic design that — while retaining the 33-year-old original’s colors and outline — symbolizes a brand makeover that includes a new interior décor package for newly constructed hotels and enhanced amenities and services systemwide.

Valletta said introduction of the new logo was the final step in a multiyear revitalization effort that was developed and executed in close cooperation with the brand’s franchisees and advisory board “to stay ahead of the competition in an increasingly competitive market.”

This is definitely an upgrade. The old logo is extremely dated and it was definitely in need of something new. I am not a fan of the swooshes around the Super part of logo. The one other problem that I do see with it is that it seems too RIGHT NOW. I am worried that as design trends progress, they will have to redesign this again sooner rather than later.