The Berkeley hotel in London has unveiled a new brand identity.
The London design studio Construct created the new branding, which has been developed across everything from corporate stationary to towels and other guest amenities.
The new logotype is a re-cut of a classic English typeface.
The new color palette includes a cool blue, a soft grey, an inky blue-black and a fresh white. The branding also includes a bespoke geometric pattern, used on items such as tissue paper and shopping bags.
Other branding touches include the hotel’s own chocolate bar, a candle in the Berkeley’s bespoke scent, and surprises for young travelers.
The Berkeley, located in Knightsbridge, is owned and operated by Maybourne Hotel Group.