With guests largely unable to visit hotels in-person in recent months, projects across the scale have been relying on means beyond service and on-site experience to remain fresh in their minds. In this sense, projecting an identity without the usual crutches of tangible space and style, and without any local context, has become more important than ever.

For many properties, instagram posts, website hits and digital marketing campaigns have emerged as some of the few viable methods of achieving this, and properties that have been designed with a specific character and identity in mind have taken to translating these elements for the digital sphere. This began long before the pandemic, but this period of time has nonetheless demonstrated its importance. 

When guest return, there will inevitably be a gold rush of sorts, as hotels worldwide scramble to attract that first wave of eager travellers and kickstart their recovery. Projects that have spent this downtime carrying their branding through a coherent set of visuals, marketing materials and digital touchstones – designed to carry the hotel’s identity beyond its walls – will likely be best placed to capitalise. 

Often drawing from interiors for a sense of continuity, and in some cases designed by the same studio for added flow, a carefully considered visual identity can both complement and enhance a project, whist functioning to tie details found in architectural or interior elements to a digital presence. 

Click through the slider below for the best examples of hotel visual identities.