Life after launch

Founded in 1988, the first Aman location was named Amanpuri, meaning 'a place of peace’. Today Aman continues to seek out transformative experiences and awe-inspiring locations around the world.

28 years after the brand was created, Construct were commissioned to create a new identity for Aman which would reflect the quality, purity and philosophy of this special brand.

Inspired by the earliest forms of alphabets and mark-making, Construct studied Futhark and carving techniques, simplifying the word into its raw form while capturing the subtle humanity of a man made marque.

The Aman Master Brand Logo is a sophisticated evolution of the earliest form of script; a series of strokes that exemplify a physical sense of ‘above and below’, the natural connection and flow of mountains and valleys, of waves and ocean floor, an inclusion in a natural landscape which directly reflects Aman’s relationship with place.

'The test of any brand is its ability to communicate genuine meaning and purpose, to absorb, exemplify and optimise value and ultimately to stand the test of time.'


– Georgia Fendley, Founder and Creative Director

From 2016 Aman have used the strategy and assets developed by Construct to bring this vision to life. Four years after initial creation the impact of the brand transformation can be seen across an extraordinary diversity of touchpoints. As our process of creation ends, the life of the new brand identity we have created begins.


The test of any brand is its ability to communicate genuine meaning and purpose, to absorb, exemplify and optimise value and ultimately to stand the test of time. Four years on from launch the brand journey continues with new extensions, applications, experiences and destinations, the reach and value of the brand created in 2016 is a work in progress.