FutureBrand Creates New Brand Identity for Luxury Hotel Owner

Editor December 17, 2024 Categories: Hotel & Travel

FutureBrand Creates New Brand Identity for Luxury Hotel Owner – Maybourne

FutureBrand’s London office has developed a new logo and branding for Maybourne, the luxury hotel operator renowned for owning some of the world’s most prestigious hotels.

This new identity, which is now in the final phase of its implementation, is supported by a comprehensive brand strategy and architecture, also crafted by FutureBrand in partnership with Maybourne’s senior leadership team.

Maybourne currently oversees establishments such as Claridge’s, The Connaught, The Berkeley, The Maybourne Beverly Hills in California, and The Maybourne Riviera in Roquebrune-Cap-Martin.

Traditionally, the Maybourne brand has remained understated and largely out of the public spotlight. However, it is now pursuing a fresh business strategy aimed at establishing Maybourne as a prominent consumer-facing brand.

“FutureBrand’s starting point was to introduce a new brand architecture which distinguishes iconic ‘Storied’ properties such as Claridge’s, The Connaught, The Berkeley and The Emory, from ‘Extraordinary Maybourne Hotels’ which include more recent acquisitions The Maybourne Beverly Hills and The Maybourne Riviera,” says the design agency.

Adding: “The identity centres around a bespoke tapestry, The Maybourne Tapestry, which is a visual representation of the story of Maybourne’s ultra-luxury hotels featuring key components from the art, design, architecture and service components unique to each. An ’M’ monogram shorthand and the ‘MAYBOURNE’ name – both in a crafted bespoke font, all in shades of teal to convey a contemporary take on traditional British racing green – also play an important role.”

FutureBrand and Maybourne brought in illustrator Martha Walmsley to create The Maybourne Tapestry, which incorporates motifs like art deco-inspired butterflies – said to have been informed by Claridge’s 1920s décor – and even Sicilian lemons.

The tapestry serves as a recurring element across a range of Maybourne-branded materials that are currently being introduced, including merchandise.