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AAHOA Unveils New Logo And Brand Identity

Monday, January 13, 2014
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The Asian American Hotel Owners Association (AAHOA) has introduced a new logo, which becomes the basis for an updated visual identity that will be phased-in during coming months on all print and electronic materials, including the website. This is the first change in AAHOA’s logo since the group’s founding in 1989.

“Our new outside look reflects the changes and the progress we have made on the inside of our association,” said Mehul Patel, who serves as current AAHOA chairman. “Those changes have included expanding our staff, revising our organizational structure, and enhancing our services.”

Added Mehul Patel, “There’s no more appropriate time than now -- as we begin our 25th anniversary year -- to refresh our logo so it properly portrays AAHOA as an organization that is modern, forward-thinking, and positioned to confidently lead its members and its industry into the future.”

The new logo reinforces the name by which the association is commonly known -- namely, “AAHOA” -- while prominently featuring the “H” to represent hotels and the “O” to represent owners. A curve runs through all the letters to convey unity and progress.

“It’s a logo that is contemporary and has energy -- just like AAHOA,” explained Pratik Patel, who serves as AAHOA vice chairman.

During the past two years, AAHOA has conducted a thorough review of its branding. The process was a collaborative initiative that involved the association’s Board of Directors, its Ambassadors, and its past chairmen.

In addition, ideas were solicited though the internet. For example, with an outside graphic agency serving as facilitator, AAHOA used the social media technique known as “crowdsourcing” to generate more than 3,000 potential logo options.

“We soon came to consensus on a logo that captures AAHOA’s unique spirit and success in an eye-catching and memorable style,” said Pratik Patel. “It instantly and powerfully identifies us as hotel owners who are THE voice of hospitality.”

According to Fred Schwartz, AAHOA President, “Our logo is our main visual identity -- it is a small ad for what we are, what we do, and what we stand for. We are extremely proud and respectful of the logo that has served us well since our start in 1989, but we now look forward to a new logo representing AAHOA proudly, enthusiastically, and effectively.”

Schwartz added, “This new logo is dramatic in meaning as well as in impact, and while we will feature a new look, we remain committed to the four core principles that are the mission of AAHOA -- advocacy, professional development, community involvement, and member services.”

AAHOA has more than 12,500 members who together own more than 20,000 hotels which represent more than 40% of all U.S. hotels and which have a combined market value of almost $130 billion. The association’s members play a significant role in America’s economy -- employing almost 600,000 people and spending more than $31 billion annually on operating costs plus another $900 annually on capital improvements. AAHOA is based in Atlanta.

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