Collectiva has created a new identity for the Royal Lancaster Hotel in central London, now branded as Lancaster London.
The consultancy has worked with the hotel for around five years on projects, according to creative director Francesco Nerici.
Nerici says, ‘The Royal Lancaster Hotel brand had accumulated too many layers over the years. The current logo uses six words: Royal, Lancaster, Hotel, London, Hyde and Park.’
He adds, ‘We renamed it Lancaster London, emphasising the location and dropping all the redundant elements.’
The new name and identity are set to launch on a website for the hotel, which goes live on 9 September.