Vendors line the halls of Fancy Food Fest

Berkeley London

by Gina Angie on 05/18/2012 | 3 Minute Read

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"Construct, has completed a year long branding project for the Berkeley, the five star luxury hotel in Knightsbridge owned and operated by the Maybourne hotel group. The initiative is part of Maybourne’s long-term strategy to carefully protect the hotels positioning, which is one of exquisite innovation.

The branding review has included a new logotype, a simply exquisite re-cut of a classic English typeface. The understatement of the logotype is balanced with an innovative and flexible branding palette, allowing the hotel to engage in a sensitive dialogue with it's guests, turning up the wit and energy where appropriate and keeping things simple where required. The colour palette is a refined cool blue, soft grey, deepest inky blue/black and fresh white, inspired by the hotels iconic blue bar. The branding palette includes a bespoke geometric pattern, a clean technical line drawn illustration and bold use of typography and tone of voice, a contemporary approach to branding which is the antithesis of a cookie cutter approach to corporate branding.


Particular attention has been paid to detail with the selection of exquisite high quality papers, thermographic inks used for the logotype, print, embossing and apertures used to express the pattern and a matt metallic foil used to pick out the bold, contemporary typography.

The identity has been developed across the full range of hotel collateral from corporate stationary to menus, towels, guest and marketing communications. In addition construct have created some more surprising elements including the Berkeley's very own chocolate bar, an exquisitely packaged candle in the Berkeley's bespoke scent and even some surprises for the hotels junior guests!

"The Berkeley brand identity had to reflect the hotel itself, a rare combination of exquisite, intuitive five star service and intelligent innovation. We wanted to create a branding palette that could be as sensitive to guests needs as the hotel itself - witty and engaging at times, discrete when required and always beautiful, warm and welcoming" Georgia Fendley, founder, Construct."

Designed by Construct

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