Deutsche Hospitality

Strategic repositioning for a German icon

Following a successful collaboration on the new lifestyle brand Jaz in the City, parent company Steigenberger Hotel Group (SHG) approached QUO for a major strategic repositioning.

One of Germany’s most iconic hotel companies, SHG was pursuing significant international growth while its brand portfolio was diversifying. The time was right to create a more innovative, forward-thinking parent brand that clearly articulated the company’s vision.

Following a rigorous strategic process, QUO created a new brand architecture, positioning and culture for the group, led by the brand essence ‘German Cosmopolitan’.

The new umbrella brand marked a bold move from a hybrid to a house of brands architecture model, separating the name of the management company from that of its leading hotel brand, Steigenberger Hotels & Resorts.


Brand strategy and culture
Brand architecture
Logo and visual identity
Tone of voice
Social media guidelines

With a new positioning came a new name. ‘Deutsche Hospitality’ reflects the company’s pride in its German heritage while also making it more accessible in foreign-language markets.

Following the new positioning and naming process, QUO’s design team was tasked with bringing the new brand to life with a distinctive visual identity. The Deutsche Hospitality logo features a visually powerful monogram—a sleek and modern representation of hospitality. Its dark blue colour communicates a sense of professionalism and trust.

A full range of collaterals was then developed including an advertising template, corporate giveaways, enamel badge, flag, bag, hotel directory and more.

In addition to the applications, QUO has created for Deutsche Hospitality several videos, including one showcasing the ‘H Rewards’ loyalty programme.



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