The Park Hotels, pioneers of luxury boutique hotels inIndia, introduces a refreshed brand experience with a new visual identity and promise. The new logo is in homage to The Park being the place to be and to be seen and focuses on THE. It is also a tip of the hat to The Park's position as the original "The Park Hotel" inIndia. Furthermore, the identity's simple but singular black and white rendition helps brings the colors and richness of The Park's environment to the fore, and helps differentiate it from its competitors.

At the announcement,Priya Paul, Chairperson, Apeejay Surrendra Park Hotels Ltd., says, "The Park Hotels is where unusual experiences are possible. We are known for creativity and innovation that is ingrained in our collective DNA. As we continue to grow, we realised the need to communicate boldly the strength of our brand. The fresh design language strongly reflects contemporaryIndiaand our ethos. It is strikingly bold and captures our personality perfectly."

The fresh visual identity system is made up of unique contemporary patterns, created from motifs that symbolize quintessential India. The new identity has been brought to life through a range of applications, including digital, collaterals, signages and a creation of a highly impactful brand video.

The brand revitalization exercise has taken more than two years and has spends of about INR12 crore. This process not only entails the creation of the new look and feel across all the hotels, but also integrates the execution of unique experiences that are rooted in the brand promise of "Anything But Ordinary".

The branding roll out startsApril 1, 2013and newly created experiences that are Anything But Ordinary will be introduced throughout the year.

"Generations of global travelers share a strong connection with our brand identity," said Mr.Vijay Dewan, Managing Director, Apeejay Surrendra Park Hotels Ltd. "Our name and core mark are both recognizable and incredibly powerful. The Park redefines new luxury. The redefinition comes through design, entertainment and creation of unique service experiences. This evolution reflects the modern style that defines our brand today."

Anything But Ordinary experiences continue into each of the service touch points in the hotel including 'The Arrival' experience that seamlessly continues into 'The Stay' experience to all touch points in the hotel including 'The Spa'. All these standards are designed such that from the moment guests arrive, to the moment they leave, no matter where life takes them; they take a part of The Park with them.