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The Hotel Monaco is a “brand within a brand” with multiple properties that have a common thread but richly diverse identities that evoke their locales, while also existing alongside all the properties in the Kimpton Hotels brand portfolio. A careful brand architecture and identity pays off in a letterhead system that clarifies how it all fits and differentiates.
Each Hotel Monaco is recognizably a Hotel Monaco, yet distinctly its own space. This required a dynamic stationery and letterhead system that creates a consistent structure compositionally but that can be accessorized and enhanced with each location’s brand accoutrements. A core diamond motif echoes passport stamps or steamer trunk decals and delivers the name and location clearly while anchoring the brand. A cast of characters and elements surround the diamonds to create distinction between hotels with flora and fauna like tropical foliage-engulfed parrots, bamboo forest cranes, wrought iron cigar-smoking monkeys, and stone lions. Each property also has a distinct color and pattern that differentiates while retaining structural similarity.
The letterhead and business forms anchor the brand collateral system, giving each Hotel Monaco its own identity without sacrificing consumer and business perception that they are all part of a larger brand family.