LodgeNet had built itself into the industry leader. The brand was associated with video-on-demand in the hospitality industry. LodgeNet was expanding its offerings in the B-to-B market by moving into hospitals and education. In 2007, LodgeNet Entertainment Corporation bought OnCommand and StayOnline. Jerry Kuyper incorporated their brand essence and tagline – Connect | Inform | Entertain – into the visual identity, design system and standards.

The new symbol captures the spark of innovation required to create multiple ways to connect, inform and entertain. It represents the digital pipeline and the constellation of information that comes across it.