Create an identity for the historic luxury hotels of the Sofitel chain, grouped under the Sofitel Legend brand.

The logo was turned into a signature using the existing Sofitel logo as a starting point, and intersected with the calligraphed word Legend to express a more intimate and exclusive form of luxury, in the spirit of a collection rather than a chain.

For the development of this new brand, we produced the entire graphic charter and were responsible for art direction of the collection.

Each logo is reworked using the same principles of graphic structure, but with the liberty to assert its geographical and historic personality.

The Sofitel Legend graphic charter (extract) lists the key design elements of the brand and their interaction with the identity of each hotel. It also covers other applications such as stationery and signage.