The Guild
Brand Concept & Design
CONCEPT
The brand concept is based on the king’s “we happy few” speech from Henry V. This emphasises exclusivity and instils a desire to be part of an elite. A feeling of secrecy is achieved through the use of tightly cropped images and an arch framing device reminiscent of peeking through a keyhole used across design assets. Photographs depicting hotel guests are black and white for a touch of elegance and the use of obstructive devices such as curtains, shadows and drinking glasses, obscure their faces to suggest privacy and discretion.
LOGO
A single letter logo embodies the brand’s elegant aesthetic. The “happy few” know that the G stands for The Guild. Lower case communicates discretion. Leaving the ear and the bowl of the G keeps the letter recognisable while removing the link and using three repeated stylish strokes in the place of the loop makes it distinctive. The bowl of the G is separated at the top and the bottom to suggest a slight opening, inviting a closer look. Not closing the bowl gives the impression of peeking through the counter of the G as though through a keyhole. This device echoes the use of an arch-shaped frame elsewhere throughout the brand assets, creating intrigue.
The use of rough strokes holding elements together represents hand stitching, weaving a handmade detail through the sleek, modern elements of the brand. In keeping with the return to craft culture in luxury brands, this detail denotes the importance of craftsmanship. The Guild uses the best quality materials, has the expertise, and takes the time to craft a bespoke hotel stay. Whether enjoying dinner in the restaurant, a cocktail at the bar, or a treatment at the spa, hotel guests are given a unique experience thanks to the thought and care that has been put into the details. I used this element sparingly so as to hint at craftsmanship without tipping over into nostalgia.
