article_snippet: Brands of the 21st century need to have handles that resonate in the global, online world, say the pros.
article_snippet: Last year, InterContinental Hotels Group (IHG) rolled out EVEN, a new brand cultivated for the growing wellness-minded audience, with two properties in the United States.
article_snippet: EVEN expresses the desire for the balance travelers are seeking, says an IHG spokesperson.
article_snippet: The four vertical bars of its logo are off-kilter, while the EVEN letters are composed on a flat horizontal line, representing the brand promise of helping guests stay in balance.
article_snippet: "Whatever, Whenever" tagline to the simple W logo.
article_snippet: More than 15 years later, The brand has more than 70 properties open or in development worldwide.