The goal when developing the JW Marriott Brand Voice system was to establish a cohesive brand that is recognized globally. At the same time, JW Marriott is a growing international brand that consists of over 45 distinct and unique properties across the world. Plus, the target guests desire a sense of place and a deep understanding of the destination. In order to give the properties an opportunity to reflect both the brand and the local area, the JW Marriott visual identity allows for property customization.
JW Marriorr Brand Identity Standards
BRAND SYSTEM
At the brand level, the visual system represents the JW Marriott brand as a whole. It is a cohesive system that is globally applicable and recognizable.
PROPERTY CUSTOMIZATI ON
Property customization is an opportunity for each hotel to reflect the distinctive local flavor of the destination through imagery.
The same style and rules universally apply, allowing the brand and property to coexist and present a cohesive visual system for the JW Marriott brand.
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