In late 2010, Hilton Worldwide announced a name change of the Hilton Hotels brand to Hilton Hotels & Resorts along with a new logo design as part of a rebranding effort for the flagship brand. The new name and stylish logo holistically represent the brand’s extensive global portfolio.

Design features of the refreshed logo include:

• 1. Addition of “Hotels & Resorts” to create a clearer distinction between Hilton Worldwide, the corporation, and the Hilton Hotels & Resorts brand;
• 2. Introduction of a sophisticated blue logo color;
• 3. Use of a new, contemporary font named “Hilton,” which was custom-designed for the brand; and
• 4. A smaller cartouche that provides a modern look and places more emphasis on the Hilton name.