Of all the destinations to be discovered, The Hotel Ivy, a Luxury Collection Hotel, Minneapolis is the key to unlocking your guide to indigenous, exceptional and collectible experiences. This luxury hotel incorporates the historic Ivy Tower and features 136 rooms with 21 luxurious suites and a full Day Spa. They came to me for an updated brand mark that would help reflect the changes they were making to the hotel, and needless to say they wanted a mark that would greet visitors as they entered the premier hotel in downtown Minneapolis.
When speaking with the client they shared their brand narrative with me, which helped influence the final design. The inpiration for the feather comes from the story of a small town girl named Ivy. After moving to the big city, Ivy fell in love with a mysterious dandy, who showed her all the arts and culture of the big city. The client wanted to use a peacock feather to tie the narrative to their identity.
After the first round of logos, they liked the mark but it felt too elaborate for them. After another round of revisions, the client selected the logo below for their new identity.
Old Logo & New Logo
Venetia Lounge Logo Design
In addition to branding the hotel, the client also requested branding for the lobby bar. the lobby bar is called "Venetia Lounge" and greets visitors as the enter the hotel. They wanted a logo that felt on brand, but also a unique identity from the other bars and restaurants already in the hotel.
The client was immediately drawn to the idea of using a big bold v for their identity. Through one more round of revisions, an identity was decided upon and the client had the mark for their lobby bar.