hotel branding

Washington is a city soaked in history. Visitors to the district want to absorb this aura of origin, and accommodations are catering to it. But while its image stays nestled in the past, the culture and people of Washington are as modern as any city. How does this conflict manifest in a brand’s identity? Some brands have cast history aside, betting on starkly minimalist appeal. For restaurants, spas, and retail stores, this can work as a momentary escape from the city. But hotels must be a living part of their city; they must integrate into their surroundings, even if in an unexpected way. In a home – or a second home – where guests sleep, wake, and live, pure minimalism simply falls short of having any character. And in a place with as much character as Washington, that just won’t do.

The opposite end of the spectrum is brands that simply refuse to change. These brands are under the impression that the best way to take a historical approach is to leave things the way they are, the way they have always been. On rare occasion, when the place is so legendary and timeless it ages on its own like a wine, this is the only choice. Think Château Marmont. But usually if the brand is resistant to change, it becomes irrelevant.

The trick is to create a balance of old and new, and it can be crafted in a number of ways. The Jefferson Hotel has been an icon since 1923. When the hotel was redesigned in 2008, the Jefferson asked Tasty Concepts to create a new brand identity. Tasty chose muted colors, serif typefaces, and… Throughout the Jefferson experience, the influence of the hotel’s namesake inspiration is ubiquitous. The logo features a feather, and accent typefaces mimic the distinct character of quill on scroll. The names of the lounge, Quill, and restaurant, Plume, integrate the theme throughout. The materials used also spoke of elegance: stitched bindings, textured papers, and leather booklets. To update the feel, designers used ample white space and watermarked or embossed images.

The W Hotel started from the other end of the spectrum. The franchise’s image is built around hairline sans serif type and white lacquer furniture. The W moved into the space that previously held the Hotel Washington, a legend that many considered part of the city. Its intricate rugs and tapestries witnessed the intimate moments of heads of state and celebrities. In its new location, the W attempts to make opulence “meet modern cool.” Crystal chandeliers are lit with LED lights, Italian renaissance moldings are painted in stark white, and classic marble floor patterns are enlarged to a grand scale.

Hotels must be a part of the place in which they stand. This often provides a challenge in adding modernity without sacrificing elegance as in the case of the Jefferson, or putting a local spin on a brand image without losing edge like the W. But it is a challenge brands must face to stay in the present. To not get lost in the past, but at the same time to never forget it.