Hilton Worldwide University
THE BRIEF/ Hilton Worldwide is one of the largest and fastest growing hospitality companies in the world, with more than 4,300 hotels, resorts and timeshare properties comprising more than 715,000 rooms in 94 countries and territories.
Hilton Worldwide offers an exciting world of hospitality opportunities to current students and new graduates.
MY APPROACH/ To create a logo that embraces the innovation, diversity and enthusiasm that new talent brings to the company. Hilton Worldwide views emerging and entry-level professionals as vital to their success in developing a pipeline of future business leaders. I retained the distinctive flavor of the original HW identity mark and abstracted it to feel personal—encompassing a human-like form(s) to promote teamwork.
The star formed out of negative space in the center of the logo reflects Hilton's commitment to exemplary service—an existing brand with a long history and heritage of its own. The radiant, sun-like shape of the logo further portrays Hilton's vision "to fill the earth with the light and warmth of hospitality".
The challenge was to derive from, complement and reflect the integrity of the current logo while developing a youthful mark that reflected movement, growth and teamwork.
THE IMPACT/ This would be a case of evolution not revolution; the new university identity reflected the business’s career-defining opportunity and symbolized its continuing commitment to its core standards.
The client loved all of the initial design concepts shown below the favored logo.