Project Brief
Research
Current Branding
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Luxury Branding
Burberry
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Barbour
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Hotel Branding
Seton Castle
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Cliveden House
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Ramside Hall
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Hever Castle & Gardens
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Guesthouse
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Big Brand Hotels
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Other Branding
Moodboards
Concepts from Books
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Group Brainstorm
As a group, we brainstormed what Dalhousie Castle means to us. Found this helpful
Group: Ryan, Laura, Jess H, Chris, Jess A, Adam, Aidan, Quinn & Katie
Group: Ryan, Laura, Jess H, Chris, Jess A, Adam, Aidan, Quinn & Katie
Brand Strategy
Rough Post-its
Brand Strategy
LogoMARK Development
Logo Sketches
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Digitalised Logomarks
Shortlisted Logomarks
Wider Brand Development
Colours
Inspiration from coolers
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Working document
Patterns
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More research
Peter Horridge
Seb Lester
Dan Forster
New brand strategy
Reworked the original draft brand strategy to remove all the 'bumf" sticking to the basic principles of what I want to achieve.
Brandmark take 2
Candidates
Patterns
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Final Brandmarks/Logos
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Text-only wordmark
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Brandmark
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Brand monogram
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Full logomark
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Secondary branding
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Primary and secondary patterns
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Brand Development (Continued)
Colour pairings
Brand presentation v1
Logo Alterations
Edited logos slightly to remove the serif I and change the serif D to be more, pillar/turret-like.
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Brand Presentation v1 (unfinished)
Direction
I feel like I've reached a point where I'm getting absolutely nowhere with the brand or logo, mainly because I'm not happy with the mark itself. The text part is fine, but the crest is just too... boring/expected/bog standard for luxury hotels. I wanna try doing something different and ultra contemporary, but whether it works or not remains to be seen.
Final Development
Logo/Brandmark
Striped this right back so it's just one instance of the crest mark derived from the eagle feathers. Encased it in a diamond shape. Circle shape shown for testing, but it works better in the diamond.
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Sub Branding
Keeping this simple - only the text will change; keeping the same brand mark across all entities will keep it looking consistent.
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Brand Colours
Decided to use some daring, bold punchy colours to elevate the brand. They work well with the logo mark.
Applied Colouring
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Application
Website UI
Mockups
Figma Development Board
FINAL Presentation
Dalhousie Rebrand PDF