Jung von Matt Brand Identity: A refined brand for Märthof
The BâleHotels Group is opening a new four-star hotel in a prominent location in 2021. Jung von Matt Brand Identity has developed a brand for the hotel that highlights its history and its positioning as a boutique hotel.
BâleHotels is owned by the Coop Cooperative and operates several hotels in Switzerland. With the Märthof on Basel's Marktplatz, the group is adding a boutique hotel to its portfolio. In addition to individually designed rooms and suites, the Märthof offers a restaurant as well as a seminar and wellness area.
Tradition has a future
In consultation with the client, Jung von Matt Brand Identity first examined whether the existing name of the building with the neo-baroque façade - the Märthof - was the most suitable brand name for the hotel's direction. The team came to the conclusion to keep the name and so a corporate design was developed that expresses the duality of history and lifestyle by means of an independent word mark, free design elements and a lively visual world.
Individuality with nuances
The appearance is characterized by a logotype and a mix of fonts that represent a balancing act between tradition and modernity in order to convey the claim of a contemporary hotel in a historic location. The concise design elements, inspired by a cartouche of the neo-baroque façade, a visual world that illustrates city life and a nuanced color palette are intended to create a brand image that interprets individuality in a lively and high-quality way.
Responsible at BâleHotels: Martin von Bertrab (Management), Nicolas Rimelin (Sales and Marketing). Responsible at Jung von Matt Brand Identity: Julius Jäger (strategy), Christina Widmann, Roman Imhof (design).
