Motel 6 Introduces New Company Logo

DALLAS - Oct. 13, 1997--Motel 6 has redesigned its logo, featuring a new, more contemporary look that will help propel the American icon into the 21st century.

The familiar blue and red colors and bright No. 6 that millions have come to associate with Motel 6 will remain. But, the new look is more modern and indicative of the sweeping changes that Motel 6 has initiated throughout its more than 760 properties.

These changes include Motel 6's ongoing $600 million renovation and automation of its properties that will be completed by the year 2000. The hospitality company also began selectively franchising in 1996 and now has franchised motels throughout various parts of the country. And, the lodging leader continues to build its all new interior corridor prototype properties across the nation.

"We felt the need to clearly communicate and signal to the outside world that Motel 6 is changing," said Tab Sims, director of corporate identification. "This dramatic new logo symbolizes this change and the commitment that Motel 6 has made to continue serving its guests into the next millennium." He added, "What better way to communicate to the world about our many changes than with a new, modern-looking logo."

The multi-million dollar logo change has been launched in stages. About 175 renovated motels will have the new signage by the end of this year, with an additional 175 completed by April 1998. Over 500 Motel 6 locations will feature the new logo by the end of next year. And, any new company-owned or franchised properties that are brought into the system will automatically display the new logo.

The logo was designed by SBG Partners of San Francisco, a design firm that is highly experienced in working with leading brands in the lodging industry. Consumer research was done by Perception Research Services of Fort Lee, N.J., an identity research consultancy that has worked with such major companies as ATT, Gillette and Burger King.

Groups of Motel 6 guests and non-guests were tested equally in five geographic regions around the country. Their input was used in helping to select the new logo. "With this logo, we are telling the world that Motel 6 is better than ever and positively poised to take on the challenges of a new era," Sims said.

Motel 6 properties offer free local phone calls and long distance access, 24-hour-a-day faxing at the front desk, free morning coffee, free ESPN and HBO, washers/dryers, and pools. Motel 6 offers the best price of any major national lodging chain in the budget segment. The brand is in the 11th year of its award-winning advertising campaign, featuring Tom Bodett and the famous tagline, "We'll leave the light on for you."