This is a practice brief for a luxury hotel based in Helsinki, Finland. The task was to create a new brand identity for the hotel, which would reflect the owners love for minimalist architecture.
I wanted the brand to emphasise simplicity, and so I developed my ideas using relatively simple shapes and colours to try and create an icon that would give the impression of a structure, without being too complex.
I found inspiration for this project by studying minimalist architecture that was relative to Finland. Analysing these structures provided me with the foundations to begin drawing up some conceptual designs.
From my brainstorming session, I really liked the structure of the first design, and so I decided to work with it a little more. I cleaned it up a little by condensing it and creating a thicker stroke on the outline of the inner objects, to make it bolder. I then decided to mirror it, creating the impression of a sharp-edged building.
I also wanted the logo to be able to have many applications, so I decided on the colour palette of black and white, to keep it clean and simple throughout the design.
I created a custom font for this project, as I wanted the typeface to connect and relate with the shapes of the icon, making the design more cohesive overall.
