CONCEPT + BRANDING
Developed the concept and branding system for The 18th, a library-themed hotel with a hidden speakeasy. The goal was to create a brand for a hotel that played with the fun part of prohibition while maintaining a 1920s aesthetic without feeling dated.
Archetype: The Maverick
Maverick brand isn’t afraid of radical ideas. They live for challenging the status quo, disrupting “normal,” and living the life that most won’t dare to. They have the capacity to be keys to social change.
LOGO DESIGN
I realized early on that I wanted the hotel to have strong historical connotations to it. While at first, I played with the idea of using terms from the 1920s, Ultimately decided using the 18th amendment to symbolize the name. The use of the book icon brings forth the hotel's library theme.
The Process
During the research phase of my design I fell in love with the dramatic type of the 1920s and 30s. I knew the number 8 and the limited text in the logo would have to instantly show the time period of the hotel along with its library theme.
Final Logo
The final logo needed to show the era and the library theme. The modified H's bar allowed me to turn the "H" into a more dynamic feeling letter.
Brand Specs
primary
font
Secondary Font
ShakeN Orange
#C14D00
ESpresso Martini Brown
#68390B
Welcome
To help create an authentic speakeasy experience, I wanted the design to add to the speakeasy experience from the moment guests check-in and throughout their stay.
