Strong umbrella brand as a driver

[While arcona was previously focused on as a public brand, in future arcona will rely on a strong umbrella brand as an identity-creating driver of its qualitative and quantitative development. Each of the eight arcona hotels will remain unique with its own history, identity and roots in the location. The unifying element is the brand extension "An arcona place of longing", which in future will make the affiliation to the umbrella brand visible. Each hotel in the group will thus become a unique "arcona place of longing" that stands for inspiring encounters. A booklet, which is available in every hotel, represents the group's new self-image. The completely redesigned website is also already online. The corporate design has also been carefully developed. A new visual language, the modernization of the umbrella brand logo and the entire CI/CD set the tone for a fresh and modern future for the hotel group.

New logo, new website

Online since the end of January, the redesigned arcona.de website presents the "places of longing" as a coherent group of hotels dedicated to encounters and the authentic experience of culture, history and landscape.

The new arcona logo floats light as a feather above everything, with a flying crane adding dynamism. Airy white spaces, the new typography in fresh red and the warm grey of the logo create a look that is both open and warm, into which the photos blend invitingly.

The new corporate design is of course not only reflected on the website and all printed materials, but also in the new arcona Hotels & Resorts corporate booklet, which is available in all hotels.

Inspiring encounters are the true luxury

The new design is an expression of arcona's new identity. The conceptual core is the idea of authentic encounters as the real and true luxury of our time. "In a world that is increasingly virtual, smoothed and standardized, 'encounter', as we understand it, stands for genuine experience and an intense attitude to life. To feel oneself and to feel alive - arcona gives this longing a place to arrive," explains arcona shareholder and managing director Alexander Winter.

Whether on the islands of Sylt, Rügen and Usedom, in Weimar, at Wartburg Castle or in Kitzbühel: each of the unique hotels are places of longing, where people come into contact with each other and are inspired by inspiring encounters with lifestyle, landscape, history and culture. This is not about museum-like folklore, but about living heritage, combined with contemporary design, innovative gastronomy, authentic hospitality and state-of-the-art comfort.

The idea of encounter not only forms the core of the umbrella brand, but also the creative springboard for the communicative and visual appearance. Design, imagery and stories vary and play with the theme of encounter in a variety of ways.

The attitude: authentic, open, sustainable

Part of arcona's new CI is also a clear attitude both internally and externally. Authentic, open and sustainable - these are the values to which the company is committed towards guests, investors, local decision-makers and as an employer. This claim permeates everything we do and results in a culture that is reflected throughout the company.

Images accompanying the press release can be found here. Photo credits: arcona HOTELS & RESORTS.

Further images are available here and at www.arcona.de.

About arcona

Founded in 2008, arcona Hotels & Resorts, based in Rostock, specializes in the operation and development of first-class leisure and vacation hotels. The eight arcona hotels are currently located in properties, some of which are listed buildings, at well-known vacation destinations such as Rügen, Sylt and Kitzbühel. The portfolio includes the well-known Hotel Elephant Weimar, the traditional Romantik Hotel auf der Wartburg and the Schloss Teschow golf club. arcona is pushing ahead with new projects in the Alps and on the German coast.

As a licensee of the Barefoot concept developed by Til Schweiger, arcona also plans to open Barefoot Hotels at established destinations in the coming years, including Bad Wiessee on Lake Tegernsee. The owners and partners of arcona are Alexander Winter and Treugast founder Prof. Stephan Gerhard. The company is based in the listed Zeeck'sche Villa in Rostock.

Further images and information can be found at www.arcona.de.

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