umi Hostel brand identity
umi Hostels is an emerging chain of hostels following the success of the Umi Hotel chain. The expansion of the business resulted in the need for a new identiy. The client was looking for a design that would relate back to the existing umi Hotel brand, whilst being differentiated enough to not cause any brand confusion. The target audience of the brand is focused on 18-30 year old international travellers.
The inspiration behind the logo is a locational pin, and the idea is that the backpack travellers "pin" the location of the hostels as one of the places they are visiting.
The inspiration behind the logo is a locational pin, and the idea is that the backpack travellers "pin" the location of the hostels as one of the places they are visiting.
