MUMBAI - 05 April 2013 - For the first time since its inception, The Leela Palaces, Hotels and Resorts has unveiled a new brand identity, including a new logo and a revamped website, designed to express the brand’s transformation over the last 25 years. A comprehensive plan will guide the transition of the new identity at existing and upcoming properties which also includes signages, advertising creatives, guest facing materials, sales and marketing collaterals, stationery and amenities.
The new brand identity is a result of a great collaboration with internationally renowned branding experts, Landor Associates, Paris; an acclaimed digital firm for Fortune 500 companies, Rare Medium, Atlanta, US; and a master Indian calligrapher, Satya Rajpurohit.
The innovative change marks a highpoint for the Group, which in a short span of time, has evolved from one hotel on the outskirts of Mumbai, into a network of eight award-winning properties in prime destinations across the country. The Group plans to double its portfolio in the next four years, adding four new luxury hotels and two branded Leela Residences to its portfolio.
Commenting on the initiative, Vivek Nair, Chairman and Managing Director of The Leela Palaces, Hotels and Resorts said, “The Leela Group’s new brand identity is a tribute to The Leela’s past and future, and articulates the brand’s promise to offer only the finest luxury experiences, in settings that are the essence of India. Now is the time to not only continue redefining luxury which the Group is known for, but also to reflect it in everything that bears our name.”
The new logo, designed by Landor Associates, Paris, is a monogram - the timeless quality seal of luxury expressed in traditional Indian calligraphy. The singular L stands for Leela, Luxury, Legendary, Lavish and Lyrical. Indian calligrapher Satya Rajpurohit gives a true Indian character to the logo, which is further enhanced by a copper hue as seen in a tail of a peacock, the national bird of India. The symbol of infinity at the bottom is a salute to the future of the new optimistic India - boundless, limitless, everlasting.
The new highly experiential website - www.theleela.com - designed by Rare Medium, Atlanta, US, captures The Leela’s range of properties that celebrate India’s diversity with cutting-edge lifestyle imagery and world-class features. Its luxurious, elegant design allows guests to experience the true look and feel of The Leela, along with complete ease of booking. The website will also be fully optimised for iPads, iPhones and other mobile applications. Social media and sharing tools featured on the website include Facebook, Youtube, Twitter and Tumblr, whereas Instagram and Pinterest feed the company’s Facebook page.
The new identity is designed to reflect the brand’s philosophy and commitment towards its four pillars: grace, luxury, nature and India. The project was based on an 18-month analysis of guest feedback and satisfaction surveys as well as in-depth interactions with key market influencers to identify brand perceptions and expectations.
The Leela will undergo the change across its award-winning network of eight luxury hotels located in prime destinations across India and new properties currently under development. In addition to the magnificent Leela Palace Chennai, the city’s first sea-facing hotel, which opened its doors in February 2013 with rave reviews, new upcoming projects include a resort in Jaipur; a business hotel at Bhartiya City, Bangalore, strategically located near the airport; a palace hotel at Supertech’s largest mixed-use development at Noida; a palace hotel at Agra, where every room will face The Taj Mahal; and Lake Ashtamudi in Kerala.
The Group is also introducing ultra-luxury residences in North and South India. The Leela is developing The Leela residences in Bangalore at Bhartiya City and at Supertech’s largest mixed-use development at Noida. These ultra-luxury branded residences will be owned by individuals who will be able to avail of a multitude of services offered by The Leela such as 24 doorman, concierge services, housekeeping, turn-down service, laundry pick-up and drop-off and organising personalised and intimate banquet functions.
The Leela Palaces, Hotels and Resorts, headquartered in Mumbai, India, is owned by Hotel Leelaventure Ltd. The ultra-luxury hotel group owns and manages eight award-winning properties in prime urban locations and magical holiday destinations across India including Mumbai, New Delhi, Gurgaon, Bangalore, Chennai, Goa, Udaipur and Kovalam. New properties under development include Jaipur, Bangalore, Noida, Agra and Lake Ashtamudi, Kerala. The Leela Palaces, Hotels and Resorts is committed to providing warm, gracious and anticipatory service in settings that capture the essence of India. The group has marketing alliances with Germany-based Kempinski hotels, US-based Preferred Hotels & Resorts and is a member of the Global Hotel Alliance based in Geneva, Switzerland. For further information, contact your travel counsellor or visit our website at www.theleela.com
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