Shaping and colouring a five-star project

CLIENT: LHG CATEGORY: BRANDING, DIGITAL, ONLINE

LHG is a next-generation, technology-driven hotel group that aims to change the way people travel. Offering a fully digitised customer experience, the group is revolutionising the hospitality industry in Europe, becoming the leading company in short and medium term stays.

The proposal presented by LHG is multi-brand, made up of Líbere, Naitly and B48, in which we have also contributed to the integral development of the brand, from the creation of the naming to the design of the communication line and the applications that accompany it.

Defining the brand identity

The first step was to shorten its initial name, Libere Hospitality Group, giving rise to what it is today, LHG. A light, memorable and unique result, ideal for building a leading brand in the hospitality sector. The acronym further reinforces the universal character of the group, whose pronunciation and recall become the key to access to the world, thus consolidating LHG´s global presence and enduring identity in the hospitality industry.

The logo has a strong, yet dynamic and elegant design. It is composed by wide and clear typographies, which facilitate legibility, and its modular composition allows us to obtain two versions: vertical and horizontal.

The choice of colours is reminiscent of building materials but desaturated, with lighter shades to bring us closer to a fresh and avant-garde feeling. The complementary colours will be used in the corporate brand environment, thus providing a more casual touch.

For the graphic style or key visual we have implemented an element that complements the logo, typography and corporate colours. Playing with the curved shapes of the logo, and relying on the feeling of flexibility in the experiences offered by LHG, we have managed to obtain a versatile and recognisable piece to complement the brand´s universe.