The Sparrow Hotel is a newly opened small boutique hotel in the heart of Stockholm. Offering it’s guests an intimate environment with all that the city can offer right at the hotel’s doorstep – shopping, night clubs, restaurants and bars. The hotel has a French affinity not least seen in The Sparrow Winebar & Bistro, where the guests can choose from a wide variety of French wines and enjoy a cuisine at the hands of renowned chef Mathias Dahlgren.

The client wanted us to both come up with a name and then create an identity that was playful and had a visual language that encapsulated the hotel’s identity – a small French bird in Stockholm.

Based on a series of workshops with the client, we came up with the name ”The Sparrow”. The name derives from different things such as the city block where the hotel is situated is called ”The Sparrow”, the French singer Edith Piaf was called the small sparrow, and the hotel is a small bird in the Stockholm hotel pond. It all fell into place and we set about creating an identity that would enhance and visually make its mark on all touch points that the hotel/bistro uses. Whether they are digital or analogue.

The result is an identity where a playful typeface is used not only in the logo but also in various messages and small texts to convey the hotel’s attitude. A part of the logo as the letter ”o” is a small bird that is used as a messenger and is the hotel personified. The identity has been applied on a large amount of touch points communicating a fun hotel, drawing the young city crowd enjoying French wine and food in a playful and design elevated surrounding.