In partnership with GriD architects, I developed three logo concepts to match the tone and aesthetic of the hotel’s design, while embodying its brand characteristics of comfortable, familiar, and refined. They needed a unique visual identity that felt established, but also made sense with their inaugural Maryland waterfront location.
The logo mark represents the idea of land and water coming together to create an oak leaf, which represents the hotel’s position by the lake amongst the trees. The white oak also happens to be Maryland’s state tree.
The familiar quality and comforts of the hotel make it feel like you’re in at a private lake house, so I drew a mark to represent that notion.
Focusing on typography, the font combination and lock-up is reminiscent of a well-established and charming hotel that put its guests’ needs first.
