HILTON Hotels is updating its branding with a revised logo and new name: Hilton Hotels & Resorts.

The changes are part of the brand’s enhanced leisure marketing strategy. The company underwent international consumer research and a strategic branding process.

‘Our name and core mark are both recognizable and incredibly powerful. This evolution reflects the modern style and world-class resorts that define our brand today,’ said Dave Horton, global head, Hilton Hotels & Resorts brand.

Not much has changed with the logo. It still features the iconic Hilton ‘H’ symbol (or ‘cartouche’), a slightly different font, a darker blue color and the addition of ‘Hotels & Resorts’ under the word Hilton. The refreshed Hilton Hotels & Resorts logo will initially be used in brand activities and communications, and will be introduced at the property level in 2011. Hilton Worldwide's logos and imagery will remain unchanged.