Construct, has completed a year long branding project for the Berkeley, the five star luxury hotel in Knightsbridge owned and operated by the Maybourne hotel group.
The branding review has included a new logotype, a simply exquisite re-cut of a classic English typeface. The understatement of the logotype is balanced with an innovative and flexible branding palette, allowing the hotel to engage in a sensitive dialogue with it’s guests, turning up the wit and energy where appropriate and keeping things simple where required. The colour palette is a refined cool blue, soft
grey, deepest inky blue/black and fresh white, inspired by the hotels iconic blue bar. The branding palette includes a bespoke geometric pattern, a clean technical line drawn illustration and bold use of typography and tone of voice, a contemporary approach to branding which is the antithesis of a cookie cutter approach to corporate branding.
Particular attention has been paid to detail with the selection of high quality papers, thermographic inks used for the logotype, print, embossing and apertures used to express the pattern and a matt metallic foil used to pick out the bold, contemporary typography.
“The Berkeley brand identity had to reflect the hotel itself, a rare combination of exquisite, intuitive five star service and intelligent innovation. We wanted to create a branding palette that could be as sensitive to guests needs as the hotel itself – witty and engaging at times, discrete when required and always beautiful, warm and welcoming” — Georgia Fendley, founder, Construct.
Typefaces Used: Johnston Light, Trade Gothic Ultra Condensed 20, Baskerville (Logo) and Johnston light (Logo descriptor).
A Few Words from the Editor
If you’ve been following SI or Twitter, you may have caught wind of the announcement that SI will officially be back in business next week after a short hiatus (I’ve been super busy what can I say!) Thank you (dear SI reader) for being so patient and thank you for continuing to support the site :) With that said, I thought some of you might appreciate this sneaky little update to set the tone for the quality you will witness next week… And the week after… And the week after that… Etc ;)
ADDITIONAL LINKS WORTH CHECKING OUT
This post is tagged Branding, Construct London, Packaging, Stationery