Budget Host, the Texas-based membership chain, has adopted a new logo. The new mark, developed by Whetstone Design for Budget Host, has a cleaner, contemporary look yet retains the chain’s signature lantern icon and brown-and-yellow color palette.

“The goal was to update the logo without totally changing it,” says Budget Host President Lisa Sawyer. “We didn’t want to give up an identify that we built for the past 35 years, and we didn’t want any negative impact on our members.”

Recognizing the significant cost in swapping out logoed materials, the chain is allowing members to gradually adopt the new look at they replace sign faces, refinish billboards and order new logo items. “The feedback has been excellent,” says Sawyer. “I’ve been pleased that a number of properties have replaced sign faces sooner than necessary.”

Sawyer expects robust growth this year for the 150-unit economy chain. She forecasts adding 10 properties, following seven additions in 2009.

“We tend to see growth during industry downturns, and the new logo will only help us with growth,” she says. “As franchise contracts expire, we hear from owners of economy properties who are looking for lower-cost alternatives.”