“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 initiative is part of Maybourne’s long-term strategy to carefully protect the hotels positioning, which is one of exquisite innovation.

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.