This identity is for an internal program called SPARK. SPARK is a program created by Human Resources that brings together a group of individuals from our Corporate office in Dallas, our various sales offices and our 18 hotels and resorts worldwide. The individuals on this committee all have different backgrounds, a variety of experiences and a passion for forward thinking. The group is responsible for coming up with ideas and taking them through the innovative process to determine if those ideas should potentially be implemented company-wide. Ideas could include different ways to recognize or service our guests; new food products (i.e flavored ice cubes) or programs; more efficient operational processes. The mission is to innovate beyond the obvious with a focus on service, process and relationships.
The program’s motto is “Strategic. Innovative. Fun.”
Key words that describe the tone and direction:
• Strategic. Innovative. Fun.
• Creative. Smart. Clever. Subtle with a twist.
• Sophisticated. Classy. Yet fun and not stuffy or corporate.
• Lean to the modern vs literal.
• Ideas. Concepts. Thinking. Innovate. Come together, work together. Share ideas. “The best ideas come from one – everyone”. Relationships.
• Inspiring. Thoughtful. Resourceful.
We don’t want the obvious like a literal light bulb or flame. If you went in this direction, it would have to be a more abstract interpretation of such.
We don’t want cartoon-like or a character.
The letters in SPARK do not stand for anything; it is not an acronym.
Uses of the logo include: print, PowerPoint presentations, promotional items. This is an internally used mark and would not be seen by the consumer.
ABOUT ROSEWOOD HOTELS & RESORTS
The Rosewood logo uses Requiem. (logo attached)
Rosewood has a seal that is used subtlely. (seal attached)
Visit our website to see our brand look and make sure to visit individual property pages as well to see the level of our hotels and resorts. http://www.rosewoodhotels.com
A Sense of Place® is our tagline. Rosewood believes that the creation of a new property is an art and not a science of standardization. Through its A Sense of Place® philosophy, Rosewood seeks to reflect a destination's unique culture, history and geography in the design and operation of the hotel.