“The name Blu started life as the project’s working title. But it soon became apparent that it was actually the most natural of choices. It’s simple, it’s short, it’s relevant and we’ve applied it in a way that adds a certain modernity to the identity without taking it too far,” he said.

“Most importantly it also promotes our specific brand heritage by preserving the graphic ‘blue box’ which has become the recognised symbol of the distinctive characteristics of the Radisson brand in Europe, the Middle East and Africa. Radisson Blu preserves the continuity of our unique brand, while taking it that one essential step forward to more accurately represent its true position and future ambitions.”