The new identity is an avant-garde, lyrical, and free redesign, created not only to project its core values, but also to echo the competitive advantages of a top-tier group that stays relevant to its audiences through constant investment and excellent service that makes it memorable, while promoting guest preference and loyalty.
The first impression of the symbol is that it’s a ribbon, but the main inspiration for its shape was taken from an analemma with a very specific curvature, representing infinity—a metaphor for watching the sun from the same place at the same time every day. It also serves as a reminder that every day is a good day to create a great experience and leave a good impression.
This represents infinity as the metaphor resulting from observing the sun from the same place at the same time. The symbol subtly incorporates the letter “f” and the vowel “a,” both in uppercase and lowercase, highlighting the initials and making them easier to read.
The colors pay tribute to the concept of a hotel of excellence: orange tones reflect the beauty of a sunset and warm service; white tones evoke the tranquility of the beaches and the brightness of the facilities; and finally, the institutional color, which can change depending on each hotel’s location, is flexible and adapts to the environment, just like each destination they offer.
The visual narrative is clearly linked to the logo’s symbol, based on the organic and smooth lines of a ribbon, while also creating an elegant, subtle, and ethereal language that evokes the brand’s essence: warmth and flexibility that envelop our clients in first-class personalized service.
The corporate typeface is Argo, designed by Dutch typographer Gerard Unger for the Dutch Type Library. It was chosen to bring modernity and personality to the brand and to follow the same architectural and structural design line of the hotel chain.