The American Hotel & Lodging Association (AH&LA) has adopted a new graphic look to better reflect its new dynamism and focus. The change is a timely illustration of the association's new operating model that immediately affords the entire industry greater representation in its advocacy efforts.

About the logo:

The new logo reflects a new membership and advocacy model that was launched in January 2014. This is just the fourth time that a new logo has been created to represent evolution in the association's 100+-year history, which serves as one of the most recognizable symbols of AH&LA's work on behalf of the industry.

This new graphic identity, which will appear in all future materials, collateral and media is more current and sophisticated while holding true to the authentic legacy of the association.

Created in conjunction with New York-based design and marketing firm, Infinia, the group conducted one-on-one interviews with a wide range of members. Hoteliers indicated they take pride in the industry and AH&LA has a long tradition of representing hoteliers; the new membership model is creating greater expectations among members; a unified voice will help express the industry's strength; and the industry wants visible alignment and engagement.

The identity is rooted in a new brand manifesto that serves as a high level overview and a communications platform for the association's new purpose; and introduces the new voice, and tagline, Advocate Communicate Educate.

"Working in close coordination with our officers and the board of directors, we created a new and forward-looking identity that reflects the future of AH&LA," said AH&LA President/CEO Katherine Lugar. "Our new logo is dynamic, fresh and conveys the unity and shared purpose of the full scope of the lodging sector."