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Inspired by the 128 years of activity of AHRESP (Associação da Hotelaria, Restauração e Similares de Portugal), the new image of the association is born from an inspiration that does not deny the past, but rather praises it by having it as inspiration for the challenges of the future . “AHRESP – Answers for the Future since 1896”, becomes the inspiring message of this new brand.

For Carlos Moura, president of AHRESP, the new brand represents a continuity of what AHRESP has set out to “represent, support, communicate” for 128 years.

In terms of “support”, Carlos Moura highlights “the importance of the 15 AHRESP delegations (Azores, Évora, Albufeira, Portimão, Aveiro, Castelo Branco, Coimbra, Guarda, Leiria, Lisbon, Lisbon North, Porto, Santarém, Setúbal, Viseu), which will be joined by two more (Braga and Funchal), have something for local businesspeople looking for support in the most diverse areas that intersect with their business.”

From this symbiosis of representation and support with proximity arises the strategic art of communicating. “We have to communicate assertively and in an increasingly effective way, to all those that AHRESP represents, from economic groups to small family businesses that are increasingly decisive for the development of the national economy”.

The new image reflects this diversity that AHRESP represents, now including tourist accommodation in its brand, which was not represented in the previous image, which everyone recognizes as full of history and symbolism, and which has been the face of the institution over several decades. .

Carlos Moura proposes to achieve “a change that follows the market dynamics of the last decade, which meets the growth of AHRESP and tourist activity, with Portugal assuming itself as one of the best tourist destinations in the world, attracting visitors and investors” .

Pedro Machado, Secretary of State for Tourism, who was present at the presentation of the new image, highlighted that “it is necessary to take care of the brands, nurture the brands to build the future, a new path”. Thus, for Pedro Machado, AHRESP’s new brand does not erase the past. “Brands do not erase their heritage, brands have the unique opportunity to represent a country that is more competitive, more modern today”, he states.

In honor of the heritage that the AHRESP brand represents, the Secretary of State for Tourism recalls that “for 128 years, thousands and thousands of men and women, for many, many hours, worked uninterruptedly, made their contribution so that, even today, our gastronomy, our wine, our accommodation, our companies, our entrepreneurs, are increasingly relevant in the positioning of the Portugal brand”.

Signed by IVITY BRAND CORP., AHRESP’s new image includes a change to the logo, brand signature and communication strategy.

The new symbol takes us to a dynamic portal, alluding to restaurants and accommodation, on a journey that does not renounce its origins, but rather praises them, in a structure that expands in harmony, in balance, suggesting firm and affirmative leadership.

In the logo, AHRESP appears in capital letters, in an affirmative and muscular way, the result of 128 years of credibility and with a positioning based on the ability to add, be close and create value for its members, for their activities, and always with targeted responses to the progress of our Tourism and our economy.

Carlos Coelho, president of IVITY BRAND CORP., says that this new brand aims to “reposition a century-old brand is always a big challenge. Modernity should not be the burial of the past. Words, concepts and design must know how to write new chapters without renouncing the previous ones. The new brand is, in essence, the recovery of what has always been there and which is now asserting itself with greater determination and modernity”.