Wyndham Hotel Group Logos
The Super 8 logo features bold red and yellow colors in a geometric design that evokes classic American roadside signage, positioning the brand as an affordable, reliable choice for road trippers and budget-conscious travelers.
Siegel + Gale’s 2019 redesign for Super 8 embraced the brand’s heritage as a quintessential American roadside motel while giving it contemporary relevance. The logo uses a confident numeral 8 as the central element, rendered in bright red and yellow that recall vintage motel signage from the brand’s 1974 founding. The color combination creates immediate visual impact, essential for attracting highway travelers making split-second decisions. The design balances nostalgia with modernity, acknowledging Super 8’s role in American travel culture without appearing dated.
The identity works within Wyndham Hotel Group’s broader portfolio while maintaining Super 8’s distinct character. As the economy segment of Wyndham’s offerings, Super 8 needed an identity that communicates value and simplicity rather than luxury or complexity. The straightforward design reflects the brand’s no-frills approach, rooms that are clean, comfortable, and affordable with free WiFi and breakfast. The bold typography ensures legibility from highway speeds, crucial for a brand that depends on interstate visibility.
Meaning and Symbolism
- The Number 8: The name originated from the $8.88 room rate at founding in 1974, making the numeral central to brand recognition and value messaging.
- Red and Yellow: High-visibility colors associated with roadside America create instant recognition and suggest energy, warmth, and accessibility.
- Geometric Treatment: The bold, simplified forms reference vintage motel signage while ensuring the logo scales effectively across digital platforms.
- Uppercase Typography: The confident all-caps wordmark communicates straightforward value without apology, reflecting the brand’s position in the economy segment.
Design and History
Dennis Brown founded Super 8 Motels in Aberdeen, South Dakota, in 1974 with a revolutionary concept: offer clean, comfortable rooms at rock-bottom prices by eliminating unnecessary amenities. The original room rate of $8.88 gave the brand its name and established its value positioning. The concept proved successful as interstate highway travel expanded in the 1970s, with Super 8 growing rapidly across the American heartland.
Wyndham Hotel Group acquired Super 8 in 2012, bringing the brand into one of the world’s largest hotel franchises alongside Days Inn, Ramada, and other properties. By 2019, Super 8 had grown to over 2,800 locations across North America, but the brand identity had become inconsistent across franchise properties. Siegel + Gale’s redesign unified the visual system while respecting the brand’s roadside heritage and value promise.
The 2019 rebrand launched with the tagline “Your Roadside Companion,” emphasizing Super 8’s role in American road trip culture. The refreshed identity rolled out across signage, mobile apps, and marketing materials, helping Super 8 compete with newer budget brands while maintaining loyalty among travelers who remember the original motels. The design acknowledges that today’s economy travelers expect WiFi and continental breakfast as standard amenities while still appreciating straightforward value.
Typography
The Super 8 wordmark uses a bold, geometric sans-serif typeface with consistent stroke weights and tight letter spacing. The all-caps treatment creates visual impact and ensures legibility at highway speeds, critical for roadside visibility. The letterforms have a utilitarian quality that reinforces the brand’s no-nonsense approach to hospitality. The type appears in red or black depending on context, maintaining flexibility while preserving brand recognition. The overall typographic treatment feels confident and contemporary without abandoning the brand’s roadside roots.
FAQ
Q: Why is it called Super 8 if rooms no longer cost $8.88?
A: The name honors the brand’s founding in 1974 when rooms cost $8.88 per night, a revolutionary price point that established Super 8’s value positioning. While inflation has increased rates, the name maintains brand recognition and continues to signal affordability in the economy hotel segment.
Q: How does Super 8 differ from other Wyndham budget brands?
A: Within Wyndham’s portfolio, Super 8 represents the economy tier alongside Microtel and Days Inn. Each brand targets slightly different customer segments and price points while sharing Wyndham’s reservation systems and loyalty program. Super 8 emphasizes its roadside heritage and American road trip associations, distinguishing it from competitors.
Q: What prompted the 2019 redesign?
A: After decades of growth through franchising, Super 8’s visual identity had become inconsistent across properties. The 2019 redesign by Siegel + Gale unified the brand while modernizing its appearance for digital platforms and mobile booking. The refresh helped Super 8 compete with newer budget brands while maintaining recognition among loyal customers.
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