Reinventing ourselves to make way for an elegant and humane brand image
After more than 4 months of teamwork, workshops, reflections and tests, we officially revealed our new brand image! This new branding represents Hotello’s current and future personality. Even though we were used to seeing our old orange and black logo, we decided to reinvent ourselves in order to make way to a new, elegant, humane identity. Moreover, our new branding is inspired by our passion for the hospitality industry.
Without further ado, discover the story behind Hotello’s new branding!
Becoming an elegant and humane brand image
With over 20 years of experience in an evolving industry, it was time for us to rethink our brand image in order to adapt it to our customer-centric and customer success positioning.
A new brand image doesn’t only mean changing your logo! It’s a set of elements that make you discover your personality, including its voice, tone, character traits, intention and energy. From all the ideas generated, we have retained the elegance, the technology, the humanity and our passion for the hospitality industry.
Why did we choose these criteria? Elegance is an important element for the hospitality industry. Therefore, we wanted to use it to pay tribute to hoteliers and help them find themselves in this new branding. This touch of elegance helps us stand out from other technological solutions. Regarding the technology, we wanted to highlight it differently. Thus, the main objective was to find the balance between elegance, avant-gardism, humans and technology.
One circle, many possibilities
Chief symbol of Hotello, it doesn’t only designate collaboration and equity, but puts the focus on the relationship between Hotello and its customers. The circle also refers to the fact that Hotello encompasses all the functionalities required for hotel management and symbolizes a window through which everything happens. It is not an ordinary form; it can be combined with several elements such as photos, materials, refined, warm or patterned textures.
Throughout our rebranding process, we kept in mind the motto “Less is more”, which suggests “The less there is, the more we see”. The result was a simple brand identity, equally elegant and humane.
An elegant and refined logo
Our logo is the main element of our new brand image. We wanted it to be refined, easily readable and recognizable though its shape and purity. Its simplicity allows it to be associated with a vibrant design without overloading it. Furthermore, simple details such as angles, curves and perpendiculars add a touch of subtlety to Hotello’s logo. Its geometric balance contributes to its refined and balanced appearance while still being simple. Using an animated logo, why not? The movement is a strong advantage of our design and it allows us to stand out.
Typographies accentuating the contrast
Regarding Hotello’s typographies, we chose Capo and Hanken Grotesk to highlight the typographical contrast which is one of our brand identity’s strengths. We wanted to enhance some perceptible details in our titles and keep a touch of originality in our typography in order to remain simple but remarkable.
Living colors echoing the hospitality industry
Inspired by real elements echoing the hospitality industry, Hotello’s Sepia and mauve color range represent life and elegance. The warm colors highlight the humane side and the cold colors represent the technological aspect.
Thus, the colors chosen bring a lively and vibrant side to our brand image and they share a strong emotion.