Hotel Jardin
Hotel Jardín, C.A. was founded in 1970 and has had the same owners since its inception. It is known for catering to businessmen and business professionals. Over the years, numerous well-known individuals from the region and the country have stayed at this hotel. With this in mind, the company aims to design a new corporate image and identity, with the fundamental premise being the perception of clients and executives regarding the existing image.
01
The Goal
Define the current situation of Hotel Jardín, C.A. regarding its corporate image and identity.
Identify the necessary design parameters for the new image.
Redesign the corporate image of Hotel Jardín.
Establish the corporate identity manual for Hotel Jardín in general.
02
Conceptualization
The colors red and green are present in this image. Therefore, in the initial sketch, these colors are maintained to ensure that the change is not too drastic, considering the opinion of clients and executives who expressed agreement with the colors used in the current design. It's worth noting that the color green is associated with ecology, considering that the word "Jardín" (Garden) is part of the company's name. The goal is to establish a connection in the observer's mind between the word and its meaning. Similarly, the leaf symbol is retained.
03
Design Criteria
When determining the design criteria, discussions were held with the executives regarding the number of colors to be used in the new design. They were flexible in allowing the use of up to three colors. It was explained to them that this would influence the production cost of new stationery, as more colors would incur higher expenses. However, this was not a hindrance, and three colors were agreed upon. Considering that most current advertising is done through technological resources, the impact of the design on printing costs was not significant.
Regarding the typography of the Hotel Jardín logo, the word "hotel" will be in a sans-serif font style, while the word "jardín" will be in a serif font style. This combination represents a balance between the two words and captures the attention of the observer, piquing their interest and imprinting on their subconscious. The word "jardín" will have the first letter capitalized and the rest in lowercase, following proper orthography. The font will have regular proportions and bold thickness, with a regular orientation.
04
Result
It is imperative to begin using this new design across the various advertising channels available to the company to quickly establish a presence in the market and attract new clients to this important organization.