The Laurel Inn is a boutique hotel in the charming Pacific Heights neighborhood in SF with strong mid-century modern sensibilities. We had the opportunity to build a new brand identity system, which included exploring and creating custom typography for the logo. Read through our lead designer’s thoughts behind the concept below and swipe left to see more photos!
“I wanted to create something quiet and refined, elegant and practical. Instead of scrapping the previous mark concept (a laurel), I thought it would be nice to simplify the icon to something more symbolic, less illustrative. In contrast to the organic mark, the letters are angular (referring to the exterior) and funky — the contrast of the letters flares in a way that alludes to common shapes in mid-century culture.”—@yehoshuawhite #chendesign