3rd May 2018

The UK’s leading independent hotel management company has revealed a new name and revamped brand identity.

London-headquartered Redefine|BDL Hotels, which has a portfolio of more than 70 hotels across the UK, will be known as RBH going forward and has a new-look brand to match the streamlined company name.

The culmination of more than six months’ work, the new brand has been put in place following rigorous brand research amongst clients, suppliers, property agents and employees.

Designed to reflect the RBH mission, vision and values, the colourful brand visuals reflect a sense of personality and flair, balanced with the solidity of the typeface.  

Sub-brands have been created for use across departments, training programmes and resources for owners and employees, giving a sense of scale to the overall identity.

Yvonne Brennan, Director of Corporate Communications for RBH, said:

We asked lots of questions of ourselves and clients on how we were different from competitors and what our new brand should say about us. The result is a lively new brand identity, which shows the colourful personality of our people, matched with consistent results for owners which we’ve conveyed through the solid typeface.”
Helder Pereira, Chief Executive Officer, concluded:

Both ‘Redefine’ and ‘BDL’ are well-known across the hospitality industry and, while we value their legacy, we’ve used the acronym ‘RBH’ both internally and externally for years.  Streamlining our name and making things simple but personable, mirrors how we operate as a business. We have a clear vision to be Europe’s leading hotel management company, and a mission to truly transform hotels. Our new look now truly reflects our ambitions, and we look forward to becoming an even bigger personality in hospitality over the coming years.”