Construct + Corinthia Hotels

Construct were appointed in 2019 to undertake the global rebrand for the Corinthia Group of hotels, residences and resorts. Project scope included visual brand strategy, evolution of the existing brand logotype and creation of a new communications palette to support the new brand positioning – ‘Uplifting Lives’.

A careful re-crafting of the logotype considered the brand architecture and the creation of a branding system capable of being applied across the portfolio of Corinthia properties, destinations and businesses. The iconic columns we refined and re-drawn and the Corinthia word marque and supporting text were re-created to provide appropriate refinement alongside improved legibility and functionality in application.

Adding to this Construct created a rich and diverse palette capable of delivering an engaging brand narrative across touchpoints from formal communications to advertising and social media. The palette includes a confident colour palette of ivory, black, cream, gold and Corinthia yellow, used as a highlight to uplift communications and provide energy and character.

Visual depth in branding is provided by the creation of the Acanthus illustration, drawing inspiration from the original Column, the Corinthian order is crowned with an acanthus leaf detail and this is brought to life as a brush and ink drawing of the beautiful and unique shape of an acanthus leaf. The illustration is used cropped, patterned lining or as a detail on selected applications.

Adding character and personality to communications is the typographic palette of Goldenbook and Ogg Italic used in combination to imply the energy of a conversation and last but not least conversational ‘human’ illustrations bring each location and individual experience moments to life with a subtle warm humour reflecting the brands positioning.

Corinthia Hotels