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AAHOA Unveils New Brand Identity

AAHOA logoThe Asian American Hotel Owners Association (AAHOA) has introduced a new logo. The organization says it will be phased-in during coming months on all publications and electronic materials. It is the first change in AAHOA's logo since the group's founding in 1989. Based in Atlanta, the organization of hotel owners and franchisees has grown to have more than 12,500 members, who together own more than 40 percent of all U.S. hotels. That is 20,000 hotels, with a combined market value of almost $130 billion.

"Our new outside look reflects the changes and the progress we have made on the inside of our association," says Mehul Patel, who serves as AAHOA's current chairman. "Those changes have included expanding our staff, revising our organizational structure, and enhancing our services."

Mehul Patel adds, "There's no more appropriate time than now -- as we begin our 25th anniversary year -- to refresh our logo so it properly portrays AAHOA as an organization that is modern, forward-thinking, and positioned to confidently lead its members and its industry into the future."

The name "AAHOA" in the logo prominently features the "H" to represent hotels and the "O" looks like the round outline of a head to represent owners. A curve runs through all the letters to convey unity and progress.

"It's a logo that is contemporary and has energy -- just like AAHOA," explains Pratik Patel, who serves as AAHOA vice chairman.

With an outside graphic agency serving as facilitator, AAHOA used the social media technique known as "crowdsourcing" to generate more than 3,000 potential logo options. The collaborative process of the final logo involved the association's board of directors, its ambassadors and its past chairmen.

"We soon came to consensus on a logo that captures AAHOA's unique spirit and success in an eye-catching and memorable style," states Pratik Patel. "It instantly and powerfully identifies us as hotel owners who are THE voice of hospitality."

AAHOA's president Fred Schwartz, AAHOA adds, "This new logo is dramatic in meaning as well as in impact, and while we will feature a new look, we remain committed to the four core principles that are the mission of AAHOA -- advocacy, professional development, community involvement, and member services."

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