Marriott Bonvoy

Reimagining rewards for the largest hotel brand in the world

How can one brand connect three global loyalty programs with 100 million members?

What we did

Naming, Visual Identity, Brand Strategy, Brand Architecture, Verbal Identity, Art Direction & Photography

Industries

Travel & Hospitality

After merging with Starwood Hotels to become the world’s largest hotel portfolio, Marriott International engaged Mother Design to create a new global loyalty brand, but with a substantial challenge: combine Marriott Rewards, Starwood Preferred Guest, and Ritz Carlton Rewards under a single name and identity, effectively connecting 100 million members, 30 brands, and 6800 properties worldwide.

It was a massive architectural endeavor for the brand. But together we determined a benchmark creative ambition: make a vast, multifaceted offering feel inviting and effortless, while setting a new standard for loyalty that feels less like currency, and instead like a trusted companion.

From All, to One

Marriott’s unparalleled portfolio is comprised not only of hotel properties, but 110,000 experiences, 24 Michelin-starred restaurants, and over 400 spas worldwide.

The loyalty brand, therefore, needed to communicate both unmatched hospitality and generosity of spirit: not just reward members, but offer them the best possible experience anywhere, every time.

Loyalty Programs

30+

Hospitality brands

Marriott Bonvoy Nujuma Ritz-Carlton Reserve Saudi Arabia

Nujuma, a Ritz-Carlton Reserve, Saudi Arabia

6,800+

Global destinations, each with its own style and unique history

The St. Regis New York

Brand and Naming Strategy

The brand name needed to signal Marriott's vision of becoming the world's most beloved travel company. At the same time, it would be the product of demanding practicalities: it had to resonate across languages and welcome travelers to all the brands in the Marriott portfolio, and it had to introduce a brand-new travel program that would make an extensive portfolio and a vast world of opportunity feel inviting and accessible.

From these essential specifications, Marriott Bonvoy was born.

Mariott Bonvoy's tone of voice

The name “Bonvoy” is the spirit of travel seen through new eyes, evoking salutations, well-wishes, and optimism (á la bon voyage). And in bringing together Bon and Voy, the name forms a singular, powerful idea: Marriott Bonvoy means "good travel."

Above and beyond loyalty, the brand hopes to unlock the world for its members

The “Bonvoy” name also informs a program-wide approach to nomenclature, including the suite of new credit card offerings: Marriott Bonvoy Bold, Boundless, and Brilliant.

Brand Identity

At the heart of our identity lies our logo. In it, the second “o” in “Bonvoy” constitutes a primary brand element called “the sunrise.” The sun is represented by the circle and the horizon is depicted by the line below it.
More than just a symbol, it embodies Marriott’s mission to connect people to endless possibilities and facilitate their journeys to all corners of the earth, where Marriott hospitality is always there to welcome them.

The System

Swiss 721 and Aldine forms the basis of the Bonvoy typographic system. Together they form a consistent typographic voice that’s direct, bold, and confident, with an elegant tone.

The “connector” symbol, seen below, consists of the line and the circle from the sunrise. It is versatile and dynamic, accompanying and assisting travelers in myriad visual ways. Its motif of lines and dots serves as a natural storyteller, illustrating journeys and points of interest.

The symbol inspires exploration and discovery—while embodying momentum and purpose—by serving as a motivational emphasis. It denotes progress and rewards and introduces us to new places, pulsating with energy that unites and animates the entire Marriott portfolio.

The connector also highlights important details and distinct features, enhancing brand ownership and uniqueness in imagery.

What’s more, it adapts elegantly for special occasions (like elite member welcome kits), where it can be presented in gold, or more understated in black and white.

Together, the logo, three primary brand colors, paired sans serif and serif typefaces, and the endlessly versatile “connector” create a straightforward, robust system that's simultaneously premium and inviting.

The logo appears strikingly in both print and the physical world, maintaining an elevated but accessible presence. Our graphic language also provides a range of patterns that invite tactile interaction, creating textures that engage and entice.

Art Direction

Bonvoy is more than a hotel program, it connects members to a world of possibilities and opportunities to discover. Personal, engaging, and immersive.

Mother Design identified opportunities to capture the unparalleled portfolio,
destinations, and matchless experiences from the unique vantage point of the guest.