A successful Lake District hospitality company is rebranding to reflect the diverse range of businesses it now includes and to help communicate the firm's commitment to excellent service and quality.
 
English Lakes Hotels has changed its name to English Lakes: Hotels, Resorts and Venues. The family-run company's board made the decision to rebrand because they felt the new name better represents the firm's business - which includes self-catering lodges, a marina and watersports centre, health and fitness facilities, larger conference and wedding venues as well as five quality hotels and an inn.
 
New product identities and logos have been produced for which reflect the individual nature of the properties. However they share some common design elements so that customers will recognise the English Lakes brand, while still allowing the hotels' very different characters to shine through.
 
Simon Berry, managing director of English Lakes, said: "The change consolidates what we offer as a group and reflects that we are much more than a hotel chain.
 
"We are a group of individual properties that all have their own unique style and character so we do not want any kind of homogenous uniformity. However, we feel that it is important for people to be able to recognise our brand and know that they get the same attention to detail and level of quality at each of our properties."
 
The Low Wood Hotel has also been rebranded. It will now be known as Low Wood Bay – reflecting the many facilities located there, including a Marina, Watersports Centre and large leisure club. There are also ambitious plans to create a new multi-purpose events and conference centre at the Low Wood Bay site.
 
The rebranding of the company also allows it to become more flexible in how it develops in the future.
 
David Neale, commercial director at English Lakes, said: "The new branding is a better expression of the breadth of what we do now as well as expressing something of our vision for the future."
 
English Lakes: Hotels, Resorts and Venues currently includes Storrs Hall, The Wild Boar, Low Wood Bay, Waterhead, and Lancaster House. Since 2009 the company has also run the iconic Midland Hotel in Morecambe.
 
The English Lakes story started in 1952 with the purchase of the Low Wood Hotel by Norman Buckley, the great uncle of the present Managing Director Simon Berry.  Seven years later, he also bought the Wild Boar. 
 
The Waterhead Hotel was bought in 1975 and English Lakes Hotels Limited was established four years later.
 
In 2003 the company took on the running of the Storrs Hall the Midland became part of the group last year.