Leisure giant Whitbread has revealed its logo for the newly rebranded Premier Inn hotel chain.
The company is spending £21m on the rebranding exercise, which is designed to put clear blue water between the chain, formerly Premier Travel Inn, and rival Travelodge.
Premier Inn's head of brand marketing, Catriona Lougher-Smith said: "We have carried out months of intensive research leading us to this point, using both consumer insight as well as looking to other leading brands for inspiration.
"The new logo will be rolled out across our estate of nearly 500 hotels using new lighting to enhance the branded environment and therefore ensuring Premier Inn is instantly recognisable."
Meanwhile, Whitbread has signed up Bupa Health Insurance to provide private healthcare to about 1,500 staff across its four brands, Premier Inn, Brewers Fayre, Beefeater and Costa Coffee.
The will also have access to a range of Bupa member offers giving discounts on health, household, travel and leisure services.
By Daniel Thomas