Park Hotels
& Resorts
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Client Category
Hospitality, REIT

Project Type
Brand Development

Branding a hospitality leader for life beyond the Hilton name.

Following its spin-off from Hilton, Park Hotels & Resorts needed a brand identity that could stand on its own in the competitive hospitality landscape. The challenge: create a system that felt established, premium and flexible—without leaning on legacy.

The solution was a refined, modern visual identity anchored by a bold yet timeless logo. Paired with elegant typography and a minimal color palette, the system provided clarity and consistency across investor communications, property collateral and corporate materials.

The result helped signal Park’s new direction as a publicly traded company—grounded in its heritage but ready for what’s next.