Palacio de Esquileo is a charming hotel specialized in weddings and customized corporate events. The hotel is near medieval villas of Segovia such as Riaza, Spúlveda, Pedraza, Ayllón and Maderuelo.
“Esquileo” comes from the Spanish word for “shearing”, cropping the fleece off a herd. That’s what it was done in these centers, 37 of them documented around 1700 in the northern hillside of the Sistema Central, economic base of the Castilian Crown, which was for centuries their most important industry. Once they were shorn, the sheep were branded with the irons of each house.
Challenges and result
The project consisted of a rebranding of the company that had an outdated corporate identity. With a great future ahead, Palacio de Esquileo needed to set the foundations to maximize their growth and be set apart from the competition through an image that communicated modernness and history, future and roots all at the same time.
The difficulty of the project stemmed from having to represent the concepts accompanying the brand’s narrative of sheeps and shearing in a modern and elegant way that communicated the exclusiveness of the place and that generates a strong bond with their target.
For the typography we used an elegant sans serif font like Futura, far from the majority trend where script or serif fonts are the most used. This way we set ourselves apart from the competition and got to transmit the concept of modernness that we sought after. We also introduced a ligature between the D and E letters as a wink towards that medieval history of the place.
The previous identity did not fit well with all kinds of media; hence one of our challenges was articulating it perfectly with every touchpoint and every application. For that purpose we created a symbol inspired in the branding irons that referenced the concepts of wool and sheep, along with the initials of the estate.
For the colors we chose two complementary colors, gold and navy blue, that accomplish that feeling of exclusiveness and elegance that the brand wants to communicate.