The Drake Hotel Rebrand
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Designer(s)
Amy Davidson
Duration
6 Weeks
Recognitions
Toronto’s hotbed for culture.
The Drake Hotel, located in downtown Toronto provides a new modern experience within all activities in one premise. In addition to a nineteen-room boutique hotel, services include nightlife entertainment, catering, events, dining experiences, an art gallery and a retail general store across the street from the hotel. This new brand identity captures the range of experiences offered through a modular logo system and captures the diverse culture of art and entertainment through its distinguishable visual elements.
After extensive research of the Drake Hotel, Their strong brand presence did not match the visual identity, therefore my goal was to establish a fluid and distinguishable brand identity to match its constructed culture. Throughout my logo iterations, using a modular logo among different shapes allowed for distinctive uses. In addition, each activity of the hotel was able to be represented through the shape variations.
To display the brand system, I formulated 6 different applications of usage, including a website, business communication package (business card, hotel greeting card, letterhead and envelope), promotional material, hotel cards, restaurant menu and vehicle graphics for The Drake Catering.
