EHL’s new streamlined brand architecture

EHL’s new streamlined brand architecture

To reflect the growth and new integrative approach of its entities, EHL has launched its new branding to serve its long-term expansion strategy and consolidate its global presence. The new branding reflects the structure and scope of activities, along with a brand strategy that will help strengthen the Group’s position as the world’s leading hospitality management education group. The existing entities have been realigned and brought together under the ‘EHL’ umbrella, effectively helping our diverse audiences and partners fully benefit from our Group synergies, while keeping each entity’s heritage alive.

With the internationalization of the education Group, the brand name needed to become more universally understandable and pronounceable, while the color sets were redefined for added efficiency and impact in print and digital. The new brand architecture will therefore still revolve around the iconic 3-letter acronym that is synonymous of excellence and leadership around the world.

The Group, with its 3 distinct entities, will continue to create and transmit knowledge across a wide palette of offerings, promote innovation in hospitality and elevate global standards for hospitality. All of the stakeholders, regardless of their entry point into the group, will now immediately understand that they will benefit from the full power of EHL as the most impactful education brand and as the biggest pool of knowledge creators, innovators and leaders the world of hospitality has to offer.

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“EHL has changed significantly since its foundation with organic growth, acquisitions and diversification of our business. Our academic portfolio includes a full palette of learning solutions, effectively fulfilling our goal of becoming a lifelong learning partner. Last but not least, our reputation has spread beyond our borders and with it the need to clarify who we are and what we have to offer,” explained EHL Group CEO Michel Rochat.

“The Group has ambitious projects coming up and an increased focus on international markets, with an emphasis on transversal initiatives such as innovation, research, global networking and digital transformation. It was therefore crucial to present ourselves to the world in a clustered yet nimble form,” added André Witschi, President of the Board of Governors.

Landor, the Paris-based agency that collaborated on the project provided valuable insights into the process. “We are proud to have collaborated with EHL to strengthen their identity as a group. This new brand architecture creates meaningful synergies within the group and redefines EHL’s visual identity to communicate their difference and relevance with disproportionate impact. A milestone for future success that pays tribute to the unique sense of excellence, innovation and focus on the human of EHL,” said Anna Kohl Executive Director, Strategy at Landor.

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Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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