Hotel Indigo brand refresh
What did we do?
Our brief was to provide minimal disruption to the logo. Our friends at Hotel Indigo were clear in that they wanted a logo refresh, as opposed to an entirely new logo. We took the logo the original logo, we simplified the curves and managed the space in between each character, ensuring increased legibilty with a much more smooth and clear appearance at even the most minimal web size requirement.
When we met, Hotel Indigo were using three different brand logo’s across the world, which goes totally against the grain when it comes to delivering brand consistency. So, our first challenge was to take the key elements from all three logos and combine them to create one superior and generic logo, suitable for use across multiple platforms.
We created both a standard logo version and a bespoke landscape logo version for vertical building banners and for less standard shape or size. Across the wider brand refresh, we implemented a palette with three core colours that can be alternated across all pieces of collateral and brand communication, allowing the hotel managers to choose their preferred colour to suit their hotel style.
Each of the three brand colours required a white out version. We chose a new the typeface on the word 'hotel' to give a cleaner and more balanced appearance, we increased the overall space around the logo typography which allowed us to create horizontal and vertical alignment points. All of these amendments were made to deliver a more defined brand aided in the general recognition of the Hotel Indigo brand.
What did we achieve?
We refreshed the entire brand identity by changing the elements surrounding the Hotel Indigo logo. Adjustment and clarification of the logo eliminates any opportunity for poor representation over all collateral, even when viewing at the smallest size. This means that the logo is always balanced, sharp and clear, regardless of its size.
The brand refresh provides increased brand consistency in any reproduction of the logo and has helped to establish stylised, unique rules that make a real point of difference.
What did the client say...
“Once I showed Pixel8’s proposal to the Atlanta-based senior management team, I had no trouble convincing them that Pixel8 would deliver the highest calibre of work. The way that they translated the brand values and personality into operational guidelines and marketing communications was absolutely fantastic.”
Director of Brand Management Global and Upscale Brands, InterContinental Hotels Group