The Leading Hotels of the World’s new logo was not rubber-stamped in a closed-door meeting at the organization’s New York headquarters. It’s creation took on a far more collaborative approach—one that saw an evolution of constant tweaks and revisions as it made its way from one regional meeting to another across the globe. The process was fitting, giving the marketing and membership group’s new client-centric focus, said Claudia Kozma Kaplan, LHW’s senior VP of marketing, who led the rebranding initiative. Whereas in the past the executive team behind that storied script logo was focused more on advancing the Leading Hotels brand, the organization—under the leadership of president and CEO Ted Teng, who took the post in August 2008—is putting almost all of its efforts toward its ever-growing cache of 430 independent, luxury hotels in 80 countries. “It’s our hotels who make us who we are,” Kozma Kaplan said. “Rather than put ourselves forward, we’re happy to put our hotels forward.” Get the full story at