arcona presents new mission statement and company design

Eight traditional and very individual hotels, including the legendary Autograph Collection Hotel Elephant Weimar and the Romantik Hotel auf der Wartburg: How do they fit in under a common umbrella brand that can be a driving force for development? arcona has dealt intensively with this issue together with the Berlin agency Müller-Valentini. The Rostock-based company is now presenting its new CI and mission statement for the umbrella brand arcona Hotels & Resorts.

arcona worked on the new positioning for about a year and a half. It consistently continues the path that the company took in 2019 with the sale of the city hotel and focus on exclusive holiday and leisure hotels.



Strong umbrella brand as a driver

While arcona was at the forefront as a public brand, arcona will in future rely on a strong umbrella brand as an identity-creating driver for its qualitative and quantitative further development. Each of the eight arcona houses remains unique with its own history, identity and roots in the location. The connecting element is the brand addition “An arcona place of longing”, which in future makes the connection to the umbrella brand visible. Each hotel in the group thus becomes a unique “arcona place of longing”, which stands for inspiring meetings. A booklet available at each hotel represents the group’s new self-image. The completely redesigned website is also already online. The company design is also carefully developed. A new visual language, the modernization of the umbrella brand logo and the entire CI / CD set the tone for a fresh and modern future for the hotel group.

New logo, new website

Online since the end of January, the newly designed website has presented the “places of longing” as a group of hotels dedicated to meeting and authentically experiencing culture, history and landscape.
The new arcona logo floats easily like a feather all over, and a flying crane gives it dynamism. Airy white spaces, the new typing error in fresh red and the logo’s warm gray, ensure a look that is as open as it is warm, where the images are invitingly integrated.

The new company design can of course not only be found on the website and all printed matter, but also in the new company booklet of arcona Hotels & Resorts, which can be found in all hotels.

Inspirational meetings are the true luxury

The new design is an expression of Arcona’s new identity. The conceptual core is the idea of ​​authentic encounters as the actual and true luxury of our time. “In a world that is increasingly virtual, leveled and standardized, ‘meeting’, as we understand it, stands for real experience and an intense attitude to life. Feeling yourself and feeling alive – arcona gives this longing a place to arrive, ”explains arcona shareholder and CEO Alexander Winter.

Whether on the islands of Sylt, Rügen and Usedom, in Weimar, on Wartburg or in Kitzbühel: The completely unique houses are places of longing where people get in touch with each other and are inspired by inspiring encounters with lifestyle, landscape, history and culture. It is not about museum folklore, but about living heritage, combined with modern design, innovative gastronomy, authentic hospitality and modern comfort.

The idea of ​​meeting forms not only the core of the content in the umbrella brand, but also the creative springboard to the communicative and visual appearance. Design, visual worlds and stories vary and play with the subject meeting in many different ways.

Attitude: authentic, open, sustainable

Part of Arcona’s new CI also includes a clear internal and external position. Authentic, open and sustainable – these are the values ​​that the company is committed to towards guests, investors, local decision makers and as an employer. This claim goes through everything we do and culminates in a culture that is reflected throughout the company.

Arcona Hotels & Resorts

Founded in 2008, Arcona Hotels & Resorts is based in Rostock and specializes in the operation and development of first-class leisure and holiday hotels. The currently eight arcona houses are located in some listed properties in well-known holiday destinations such as Rügen, Sylt and Kitzbühel. The portfolio includes the well-known Hotel Elephant Weimar, the traditional Romantik Hotel auf der Wartburg and the Teschow Castle Golf Club.

arcona promotes new projects in the Alps and on the German coasts. As a licensee of the Barefoot concept developed by Til Schweiger, arcona also wants to open Barefoot Hotels at established destinations in the coming years, including Bad Wiessee am Tegernsee. arcona’s owners and partners are Alexander Winter and Treugast founder Prof. Stephan Gerhard. The company is based in the listed Zeeck’sche Villa in Rostock.

Business communication arcona HOTELS & RESORTS
Christiane Winter Thumann
August-Bebel-Strasse 55, 18055 Rostock
Phone: +49 381 – 873 949-30 |

Press contact arcona HOTELS & RESORTS
StörrFactor PR, Michaela Störr
Burgstrasse 12, 93093 Donaustauf
Phone: +49 89 – 42 09 56 69 12

Image source: arcona HOTELS & RESORTS

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