Wyndham Hotels Trademark Collection Soft Branding

Trademark Collection

Creating a versatile soft-brand for a unique, global collection of hotels

  • Ongoing Brand Development
  • Branding
  • Identity


As part of our multi-year partnership with Wyndham Hotels & Resorts, we developed a distinctive identity for Trademark Collection, a soft-branded portfolio of independent upper-midscale hotels. Our goal was to create a system that unified all locations under the Trademark Collection brand, while allowing franchisees to express the unique personality of their properties. In addition to a logo and property lockups, we created on-premise collateral, advertisements, and digital and social materials.


We used elegant lifestyle photography, map textures, and instant photo-frame elements to emphasize special moments: in time, place, and memory. The brand “seal” evokes the stamp on a passport, and connects to the spirit and individuality of travel in general — and the Trademark Collection in particular. The creation of clear brand guidelines provided space for independent hotel owners to maintain their personality while leveraging Wyndham’s scale and marketability.

This does not constitute an endorsement of any kind.


View our work.