Hotel Luna

BACKGROUND: Hotel Luna is a boutique hotel located in Santa Barbara, California. The task was to create a branding identity that is modern and fitting for an upscale hotel.

DESIGN PROCESS: I began by sketching elements related to the name of the hotel and its Santa Barbara location. The shape of the logo was inspired by the Spanish architecture of Santa Barbara, which features many arched doorways and windows. The moon, stars, and ocean are visible from the window in the logo. The primary typeface is Italiana, which I chose because the contrast between strokes gives it an elegant feeling, while its sans-serif nature keeps it looking modern. The secondary typeface used for body text is Avenir Next. For the colors, I selected midnight blue to go with the night theme, and then opted for a complementary shade of orange as the secondary color.

DESIGN SOLUTION: The hotel has a clear brand identity and elements of the logo and branding are used consistently throughout the collateral.

SOFTWARE: InDesign, Illustrator