Servigroup Hotels renews its corporate image and launches a new logo

A return to the origins from the present. This explains the launch of the new corporate image of Servigroup Hotels, the latest innovation of the hotel chain in its constant evolution to remain at the forefront of the tourist accommodation sector at an international level.

Why a new logo?

José María Caballé Horta founded Hoteles Servigroup in 1969, transferring his personal and professional values ​​to the day-to-day operations of each hotel that makes up the company:

           “We are a friendly company, in which we know the enormous value of the people who provide each service, however small, within a hotel. Tourism is the industry of providing, above all, happiness, where you have to work with people above numbers. This distinguishes us from other types of companies, which in turn arise from other companies, in which everything is standardized at an international level without worrying about what makes the client special, what worries them, and which is not necessarily the same as for another traveller on the other side of the world.”

After more than 50 years of activity, the commitment to quality care remains stronger than ever, as evidenced by the chain's good satisfaction results season after season.

It is in this context that the new Servigroup Hotels logo was created, inspired by the heraldic shield of its founder. With this, Sr Caballé seeks to publicly express his personal commitment to the company's activity, and for his emblem, like his own principles and values, to govern the day-to-day activity of the hotel business, placing people, as well as the families who trust Servigroup, at the centre of the company's efforts.

An identity forged by close and familiar character

Since its origins, the chain's philosophy has been based on offering the best quality-price ratio and a constant desire to perfect the product, adapting it to the public's demand, season after season. Its objective? That the client, when they visit a Servigroup hotel, feels at home, receives a close and familiar welcome, finds the best home-made cuisine and a standard of cleanliness to the highest degree. In short, Servigroup is distinguished by putting its family values ​​at the service of the client, resulting in a high level of satisfaction and loyalty of the clientele who return to their favourite hotel because each year it exceeds their expectations and they feel better at home there. Cared for, pampered and satisfied. Which translates into an optimal loyalty strategy, which is, in short, the ultimate goal of the brand.

 This closeness and vocation for service shared by all Servigroup staff is the idea that has been sought to be highlighted with the change of corporate logo, which introduces the personal emblem of José María Caballé Horta, managing to establish a deeper, more direct and relevant link with the target audience of Servigroup Hotels.

José María Caballé: “We understand that our customers’ preferences and expectations have evolved as we have. Our new logo has been designed to establish a deeper connection with our customers, capturing more accurately our current identity and the values ​​that define us.”

A current and disruptive design

The new corporate logo for Servigroup Hoteles, created internally by the company's Design Department in close collaboration with Sr Caballé, comes after a period of transition that began in 2020, when a modern, monochromatic logo was presented that updated the company's traditional seal, adapting it to the needs of current formats, but without abandoning the purple colour that has accompanied Servigroup since the 1990s.

Purple was once an absolutely groundbreaking and original choice, when only primary colours were used in business, tourism and communication spheres. Today, the context is quite different, as purple has expanded and been adopted by a host of movements of all kinds, ceasing to be a colour considered exotic or unusual.

The new logo incorporates the colour red into the corporate image of Hoteles Servigroup for the first time. A colour associated with energy, initiative and growth, qualities that represent the essence of Servigroup. The result is a design that breaks with any previous identifying feature of the company, with an innovative design that conveys the strength, confidence and history of the company. Qualities that Hoteles Servigroup customers identify in the company and value very positively when choosing us to enjoy their holidays

With a focus on innovation

Servigroup Hotels' commitment to innovation, reflected in this new corporate image, is expected to be redoubled over the next season with new launches such as a new, more accessible, modern and intuitive corporate website, in order to facilitate the customer's search process, adapt to current demands and meet the group's short-term growth forecasts.

With this transformation, Hoteles Servigroup has shown itself to be what it really is: an attractive and competitive company at the forefront of the sector in both the digital and tangible aspects, as can be seen in the constant renovation of the facilities of its hotel establishments to stay up to date in design and comfort, incorporating new products and services to its portfolio.

The implementation of the new logo will be gradual and will cover all aspects of the company's visual communication, from its website and marketing materials to its merchandising products and physical spaces.

We really hope you like it!