by Michael J. Shapiro | October 20, 2010

Hilton Worldwide last week announced changes to the Doubletree brand identity. In the first half of next year, the name will be modified to DoubleTree by Hilton -- with a capital 'T' and the consistent addition of "by Hilton." A new version of the two-tree logo will be rolled out as well. The brand has previously maintained separate identities in different parts of the world, and the new standards will help to eliminate potential consumer confusion, according to Hilton. The brand currently consists of 240 hotels worldwide.