Icon design for Yotel hotel group by branding agency London.

Yotel

The Yotel concept came about when its founder was on a first-class flight and saw how it was possible to achieve unique, high quality comfort in a compact space through the use of clever design and technology. We were tasked with communicating that ambition across a brand identity that had lost touch with the creative thinking that was so prominent at the beginning of its story. The next chapter needed to communicate with guests beyond clever rooms with clever tech to make an impact that could be felt before, during and after each visit.

BRAND AUDITING
HOTEL BRAND POSITIONING
HOTEL BRAND IDENTITY DESIGN
COPYWRITING
TYPOGRAPHY DESIGN
MOBILE APP DESIGN
BRAND GUIDELINES
DESIGN FOR PRINT
ADVERTISING

Yotel Air logo for Yotel created by Colt, a specialist hotel branding agency in London
Yotel Pad logo for Yotel, created for the Yotel brand created by Colt, a specialist hotel branding agency in London
Balcony bar exterior in New York at Yotel with 'Hotel Smarter' centrally, the hotel strapline created by Colt as part of the brand identity
Collateral created for the Yotel brand created by Colt, a specialist hotel branding agency in London

Who Yotel were and what they stood for wasn’t being communicated through their brand. Our task was to tell the Yotel story in a way that brought their smart thinking to life. Our evolution of the brand is inspired by the concept of ‘a smile in the mind’. Yotel like to have fun but they’re more ‘Aha!’ than ‘Ha Ha!’. Our work focusses on simple ideas delivered with personality, wit and invention, expanding upon one of Yotel’s founding principles; to provide guests with everything they need and nothing they don’t.

Yotalic, a font created for the Yotel brand created by Colt, a specialist hotel branding agency in London
door hangers created for the Yotel brand created by Colt, a specialist hotel branding agency in London
hotel wayfinding using Yotalic, a font created for the Yotel brand created by Colt, a specialist hotel branding agency in London
various hotel collateral created for the Yotel brand created by Colt, a specialist hotel branding agency in London
interior design at Yotel
Brand guidelines created for the Yotel brand created by Colt, a specialist hotel branding agency in London
Business card created for the Yotel brand created by Colt, a specialist hotel branding agency in London
Mobile phone app created for the Yotel brand created by Colt, a specialist hotel branding agency in London
T-bag packaging created for the Yotel brand created by Colt, a specialist hotel branding agency in London

Guided by the brand’s positioning, which provided clear creative direction, our first step was to establish a distinctive tone of voice for the hotel. Language played a pivotal role in infusing personality into the new Yotel, embracing the wit identified as a core pillar of its identity. To complement this, visual depth was introduced through rendered versions of the master logo, presented in two colours and various angles. These dynamic visuals formed the backdrop for the refined sub-brands, Air and Pad. A cohesive aesthetic for the two sub-brands was achieved with the creation of a custom typeface, Yotalic. This bespoke font was later extended to enhance the hotel’s interior wayfinding, further reinforcing the unified brand identity.

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Logo for The Grand Hotel, Birmingham designed by Colt as part of the brand identity
Logo for Dunluce lodge hotel designed by Colt as part of the brand identity