Hilton Worldwide

This season of Mad Men has Conrad Hilton as one of the characters that DD is becoming quite involved with. In parallel, the real life Hilton Family has just unveiled a re-branding of their corporate identity.




I'm not sure how I feel about this yet. But my initial reaction is that it seems cold and the bevels make my nose bleed ( and not in a good way! ). Also, the typography for the "Worldwide" seems like an afterthought. What do you kids think ?

Here is the old logo.

Also, read a full analysis at Brand New