“Discreetly iconic” is not just the chosen brand tagline, it is a magnet of attraction for its target audience, the perfect connection for people who want to be noticed without being seen; who are elegant and sober but with an original touch that gives rise to a unique personality. A brand that respects customers, employees and people; charismatic and responsible and with an aura of vibrant cosmopolitanism within.

The verbal identity and its communication style show personality traits, reflecting at all times a discreet, elegant, complicit and open attitude.

Visual Brand Identity

The main typography chosen was Beaufort Light with a great contrast between its shapes and with finishes that remind us of the logotype; a very versatile typography that offers excellent legibility. 

Gotham, as a secondary typography, will be used as a support for the reading texts. 

The in-depth study of the photographic style of Tótem Madrid was fundamental to create a new series of inspiring images to highlight the essence of the life experience during stays at the hotel.

The visual identity has given relevance to its most iconic elements, to the accent and to the T.

Black and white as the main colours, reinforced by sober secondary colours present in the hotel, managed to create a visual coherence between the physical space, the communication on social networks, the website and the physical applications.

Conclusions

Tótem Madrid; a powerful brand, renewed and structured from the ground up to consolidate the relevance of an iconic hotel in the centre of Madrid.

Through a strategic brand definition and with a differentiated visual and verbal identity as a result of an enriching joint work with the client, we have come to define an extraordinary brand. Thanks to the involvement of all the team members, this brand will be built day by day by applying the rules contained in a clear and practical brand manual.