The Comfort logo has gone through a lot of changes
The original Comfort Inn logo became a classic among all the hotel brands. It used a plump, rounded serif typeface that displayed the brand’s name. A stylized image of the setting sun could be seen above. The modification in the Comfort logo may not appear to be significant. However, from a designer’s perspective, it is.
The visual brand identity was utterly redesigned. While the new design echoed the color palette and shapes of other Choice Hotels brands, the typography and symbol were modified. They chose a darker blue and turned the logo into an orange C, the first letter of their name.