The branding, featuring a streamlined font and fresh green brand colour, will be applied across every Holiday Inn and Holiday Inn Express hotel. The revamp will do away with the Express by Holiday Inn brand, to bring properties in Europe, the Middle East, Asia-Pacific and Africa in line with those in the Americas.
IHG has been working with Interbrand in the US to develop the branding, while Landis provided consumer insights.
The brand overhaul is the first for Holiday Inn since the chain's launch in 1952. The relaunch will also see the brand add a new Holiday Inn service promise, dubbed 'Stay real', and speedier check-in.
All Holiday Inn hotels, which operate under the brand name through a franchise scheme, are expected to have been rebranded by the end of 2010, with the massive project covering more than 3000 properties worldwide.
The rebrand will require 11,000 signs to be changed. The new look will extend to the hotels' interiors, furnishings and facilities, with a focus on improving customer service standards.
Andrew Cosslett, chief executive of Intercontinental Hotel Group, said: 'The Holiday Inn sign is seen by hundreds of millions of people every day around the world. The changes will ensure the brand goes into the future with a strong and confident new image.'
The group has more hotel rooms in the UK than any other, ahead of Premier Travel Inn and Travelodge according to Mintel figures for 2006.
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