9 Feb 2009 by Mark Caswell

Hilton has dropped the “=” sign from its Waldorf=Astoria branding, and is also gearing up to launch its new lifestyle brand, currently going by the codename Project Global 21.

The hotel group says that the Waldorf Astoria brand will be changed from Waldorf=Astoria to Waldorf Astoria, and its sister brand from The Waldorf=Astoria Collection to The Waldorf Astoria Collection. Not that this website had ever actually adopted the “=” branding, it looking more like a typo than an intentional marketing choice.

In a statement the hotel group said that “the typography change will accompany a logo design modification indicative of the evolution and globalization of the luxury brands and celebration of their 21st century relevance”.

In other news Hilton will unveil its latest lifestyle brand on March 10, an offering that will sit within the Hilton Prestige Portfolio including the Waldorf Astoria brands and Conrad Hotels.

Exact details of Project Global 21 are strictly under wraps until then, but it’s understood the hotels (locations for which are already in place) will have “ground-breaking technology and exceptional design features”, and will be targeted at business and leisure travellers.

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Report by Mark Caswell

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