Exclusive Hotels and Venues, the parent company of Pennyhill Park (pictured) and other luxury hotels, has been renamed as Exclusive Collection.
The new name has been chosen to reflect the group's varied portfolio of businesses that comprises four hotels, a pub, two spas, a golf club and cookery school.
At the same time, the branding around the new name had been updated, with the traditional crests from before replaced with a simpler and more contemporary look.
Danny Pecorelli, managing director of Exclusive Collection, said: "The new name makes us sound more modern and more eclectic, which is a good thing."
Alongside Pennyhill Park (pictured) in Bagshot, Surrey, the three other hotels in Exclusive Collection are South Lodge, near Horsham, West Sussex; Lainston House, Winchester, Hampshire; and the Manor House, Castle Combe, Wiltshire.
The group also comprise two venues, Royal Berkshire in Ascot, Berkshire, and Fanhams Hall, Ware, Hertfordshire; as well as the Manor House Golf Club; the spas at Pennyhill Park and South Lodge; Castle Inn pub in Castle Combe; and Seasons Cookery School at Lainston House.
"For Exclusive Collection we have created a modern type and icon combination logo and for each property we've featured a single animal, some of which already occupy a place in the hotel, like the sheep at South Lodge, and some like the horse for Royal Berkshire are synonymous with the location," said Pecorelli.
"Using animals is a great way to engender an emotional connection with the properties and separate them all, whilst giving them a unified look and feel."