Mutabor develops branding for the new TUI hotel brand TUI BLUE


Under the name “TUI BLUE – the experience hotel,” tourist company TUI launched a new hotel brand and commissioned Mutabor with the development and management of the new brand.

The goal for TUI BLUE as a TUI flagship brand is to cover additional customer segments through regional architecture and a comprehensive, modern technological concept.
The core brand TUI BLUE covers the 4-star segment through a brand that places clear emphasis on modern comfort.

The logo design was inspired by the TUI “smile” and consists of a typogram.

The themes of personal experience and people lie at the heart of the TUI BLUE design. The symmetrical logo allows the letters “BLUE” to be read, while evoking associations of waves, water and tranquil harmony. The hotel brand’s corporate design guidelines go far beyond a mere logo and comprise color, design and layout guidelines and include a recommendation for imagery. Furthermore, integration is planned in the interior design and on- and offline communication.

Mutabor advises TUI AG for matters pertaining to branding, brand architecture and arrangement of the hotel brand’s corporate design.

We are thrilled to be able to support TUI in this important step. Such a bold move can change the entire hotel branding landscape. It’s a very attractive project for us—after all our name means “I’m going to change.” The TUI “smile” was a true milestone for logos and inspired us greatly. With the TUI BLUE brand, it’s easy to see how the concept of the typogram can be implemented further for TUI and how it can become an identity in the future. Heinrich Paravicini

The brand is to be established through the rebranding of current hotels, as well as with the construction of new hotels. In the mid-term, 50 TUI BLUE hotels will be opened. The first of these is the Iberotel Sarigerme Park hotel in Turkey, which will be repositioned and renamed for its launch in April 2016. In addition, construction has begun for a new hotel in the Tuscan village of Castelfalfi, which is also slated to open in the coming year.

Press contact
Laura Maroldt
+49 40 80 80 23-181