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Jen, Shangri-La’s chain of “upscale hotels aimed at adventurous urban travellers”, has unveiled a rebranding because it—and your complete journey business—seems forward to a resumption of journey.
The key to the brand new design is a dual-language emblem that mixes the Chinese character 仁, translated as humaneness or benevolence, with the English model identify. Notably, the brand new emblem additionally provides a point out of the father or mother firm.
Set to roll out beginning in July, the rebrand consists of the brand new emblem, a full visible id, model touchpoints and facilities, and a model launch video that may play when friends enter their rooms. The corporations say that the rebranding intends to seize “the true vibrancy of New Asia”.
Before and after
Tom Gilbert, ECD at Design Bridge Shanghai:
We needed the brand new visible id to seize the true vibrancy of JEN’s locations throughout Asia’s most dynamic cities, in addition to mirror the shifts within the hospitality sector and rise in Chinese tourism inside an more and more aggressive lodge market. Re-branding from ‘Hotel Jen’ to ‘JEN by Shangri-La’ is a transfer that takes the model past a bodily place to a neighborhood of likeminded travellers, reassured they’re within the protected fingers of Asia’s main hospitality group.”
Design Bridge mentioned the image has additionally been used as a versatile supergraphic to provide print and digital touchpoints the signature id, and has additionally been used to create a bespoke typeface and a collection of geometric patterns in a brand new color palette impressed by the up to date city atmosphere.
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