Construct to replace Pentagram’s Claridge’s logo

Mayfair hotel Claridge’s is preparing to roll out a new identity designed by Construct, replacing Pentagram’s 14-year-old logo.

Claridge’s owner Maybourne Hotel Group appointed Construct in February, on the strength of its branding work for the group’s other two hotels, The Connaught and The Berkeley.

‘We want the logo to better reflect Claridge’s Art Deco heritage, tying it into the hotel’s architecture and interiors more authentically, as well as making it more relevant to today,’ says Maybourne director of marketing Mike Bonner.

‘The previous logo is a mix of design styles and font types, and the logo and the crest were a bit of a mis-match,’ he adds.

However, Bonner claims that the new logo will be an evolution rather than a radical overhaul. ‘It isn’t in keeping with Claridge’s to take a revolutionary approach to branding,’ he explains.

Construct has also written a set of brand guidelines, and will oversee Maybourne’s roll out of the identity across its marketing materials.

The retail and hotel branding design specialist recently created new branding for Claridge’s sister hotel The Berkeley, which has yet to be applied.

The Claridge’s marque is undergoing final revisions and will be rolled out before the end of the year.