The Trademark Hotel Collection is aimed at owners of three- to four-star properties who wish to maintain individuality.
Lisa Checchio, Wyndham Hotel Group's vice-president of brand marketing and insights, said: "Trademark isn't just another brand: it's a rally cry for independent entrepreneurs who aren't afraid to make their own mark."
The new brand already has a pipeline of more than 50 hotels and interested owners of both existing hotels and those under construction.
It becomes the 19th brand for Wyndham, which already operates hotels under the Wyndham Grand, Ramada and Days Inn badges. The group has 75 hotels in the UK, all operating under the Ramada and Days Inn brands.
Wyndham is the latest global hotel company to launch an independent hotel brand, joining AccorHotel, which has MGallery, Marriott International (Autograph Collection and Tribute Collection) and Hilton (Curio Collection and Tapestry Collection).
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