The meaning of the brand name literally means ‘a mark or emblem’ — which posed a bit of a challenge as we developed the visual identity. We had to dig deeper and uncover what the hotel truly represented. What did they want their customers to feel when they interacted with the brand?
One phrase that was often repeated in our discovery meeting was ‘a meeting place’. Insignia wanted to be known as a place for coming together and re-connecting. The logomark we created, referred to as the ’Bloom’ speaks to the hotel's blooming presence as a hub, meeting point and place of renewal at the heart of the downtown district. The 'Insignia' typeface reflects attributes of strength, tradition and trustworthiness while remaining modern and clean. Both of these elements work harmoniously together to create a brand identity that represents sophistication, hospitality and effortlessness.
