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The Garden
Where a garden became an iconic landmark.
The Garden Suites is an apartment hotel located in the heart of Madrid. The project started from scratch: no name, no brand, and a building in need of renovation.
The client had only one requirement for the brand: the logo had to be like a signature. “My favorite logo in the world is the one for the Wynn Hotel in Las Vegas.”
- Naming
- Brand strategy
- Visual identity
- Iconography
- Web design
- Motion
- Art direction
Origin
A street named for hidden water
The client wanted a mini glass skyscraper. I proposed the opposite: a vertical garden wrapping the façade. The name followed the architecture — The Garden.
Exploration
Looking for the hand
The initial proposals explored two different approaches. On the one hand, an Arabic style, given the city's origins and the fact that it was the Arabs who defined the essence of the Spanish garden as we know it today. On the other hand, a "G" that is also a flower and a signature, embodying the entire brand concept. Neither is the final logo.
Final logo
The one the client chose
After considering several design options, the client opted for a more legible, less risky option that still retained the handwritten style.
Graphic Element
An Organic Line
To give the brand an organic element that conveys a sense of naturalness without compromising the elegance and quality of the apartments, create a brush with specific characteristics that allow you to replicate the line across the brand’s various applications.
- Angle
- 43°
- Roundness
- 32°
- Pressure
- 32%
- Weight
- 3 pt
Gg
abcdefghijklmnñopqrstuvwxyz
ABCDEFGHIJKLMNÑOPQRSTUVWXYZ
1234567890 & ¿? ¡! ()
Exclusive comfort & relax
Playfair Display Editorial serif · headlines · live type
Gg
abcdefghijklmnñopqrstuvwxyz
ABCDEFGHIJKLMNÑOPQRSTUVWXYZ
1234567890 & ¿? ¡! ()
In the heart of Madrid
Raleway Geometric sans · interface · live type
- Cream #f7f7ef
- Stone #929999
- Sage #405454
- Forest #192d21
- Carbon #101211
- Cream #f7f7ef
- Gold #bd9c69
- Amber #99753c
- Cocoa #53351d
- Carbon #101211
The website
A dark, gold-lit interface built around one promise — Exclusive comfort & relax. Playfair serifs set the tone, Raleway holds the interface, and the vertical garden slips into every corner: brush strokes, hand-drawn leaves, and suites named after flowers.
& relax.
Wi-Fi
Coffee
A/C
Smart TV
King bed
Elevator
Bikes
Minibar
Exclusive comfort & relax thegardensuites.es & relax.
Exclusive comfort & relax thegardensuites.es