Comfort is a well-known hotel brand owned by Choice Hotels International. It operates as a mid-priced hotel chain in most regions while catering to the economy segment in Norway, Sweden, and Lithuania. With over 1,600 properties in the U.S. and more than 2,100 locations worldwide, Comfort has grown to become a flagship name under the Choice Hotels umbrella.

Meaning and History

Comfort was established in 1981 and has since evolved into a global brand recognized for offering consistent, quality accommodations. Its visual identity has undergone several transformations over the years, reflecting shifts in branding trends and the company’s broader strategic goals.

1982

The original Comfort Inn logo presented a warm, inviting design. The brand name appeared in a rounded serif typeface that exuded friendliness and accessibility. Above the text was a stylized depiction of a setting sun, accented by black horizontal stripes resembling window blinds. The sun’s vibrant yellow and orange hues against a black background symbolized comfort and relaxation at the end of a day’s journey.

2004

The 2004 redesign introduced waves replacing the black stripes, evoking an oceanic theme. This iteration featured a lighter, angular typeface for the brand name, lending a modern yet less welcoming feel. The black background gave way to blue and white, reinforcing the water theme. While softer in appearance, the new palette and design lacked the distinctiveness of its predecessor.

2015

By 2015, the logo adopted a simpler and flatter design. The waves were removed, and the black tones were replaced with lighter shades. This version focused on modern minimalism while maintaining brand recognition.

2018

The most dramatic rebranding occurred in 2018 as part of a broader transformation by Choice Hotels, consolidating Comfort Inn and other related brands under a unified identity. The new logo featured a bold, abstract orange and yellow “C” that echoed the sun motif from earlier designs. The palette conveyed warmth and familiarity, while the dark blue text maintained continuity with previous logos. A full version with a historic black background was also introduced to honor the brand’s legacy.

Design and Visual Identity

The current Comfort logo encapsulates a modern yet approachable aesthetic. The “C” emblem is the centerpiece, symbolizing both the rising sun and the warmth of hospitality. The gradient of orange to yellow creates a dynamic visual that draws on the brand’s heritage. Meanwhile, the sans-serif typeface used for the wordmark emphasizes simplicity and clarity, aligning with the expectations of contemporary travelers.

The blue lettering contrasts elegantly with the orange hues, while the white background enhances the logo’s versatility across digital and print platforms. Together, these elements create a visual identity that balances tradition with innovation.

Comfort continues to build on its strong reputation, combining decades of trust with a refreshed, cohesive branding approach that appeals to travelers seeking value and reliability.