Opinions expressed by Entrepreneur contributors are their own. It is a common misconception that a company’s logo is the same as its brand. Unfortunately, branding and marketing are not that simple.

In order to attract new guests and retain loyal returnees, hospitality brands are turning to the unique stories of their locations, incorporating local culture and history into design elements.

It is a common misconception that a company’s logo is the same as its brand. Unfortunately, branding and marketing are not that simple. Design encompasses more than a company logo, and branding ...