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There are few clients more intuitive to the
requirements of their brand than 5 star hotels. Our brief
was to develop a new identity and guidelines for a leading
London 5 Star hotel – The Athenæum – and
roll out an identity program that would take the hotel back
to it’s heydays of the 1960’s establishing a design
standard commensurate with the hotels intended market position.
The name with it’s root in ancient greek
meaning libraries and learning gave us the licence to develop
an elegant marque; a hand-drawn book, open, at an unspecified
page. This marque appears throughout all literature.
For all hotel menus a recessed panel label was
introduced to imitate classically bound book covers, while
witticisms and other quotations from notable authors are used
to raise a smile and further support the literary references.
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