Boutique hotel platform Mr & Mrs Smith has said goodbye to its trademark signature as it unveiled a new brand identity, its first refresh in its 21-year history.The introduction of the new look follows the company’s acquisition by hospitality giant Hyatt earlier this year for £53 million.It has been inspired by “classic design icons” such as Vogue while retaining its own unique personality, the company shared.“Back at the beginning, we designed our logo and branding exclusively for print; that distinctive signature logo was developed for our first book – a nod to the saucy, pseudonymous couple signing into a hotel’s guestbook. We never imagined it would carry our brand for over two decades,” it said.
“In those days, there was no need for a logo to be sized up and down to suit the whims of someone’s fingers, and your typeface choices were confined to a relatively narrow selection Times New Roman and Wingdings. Things have changed, however, and it’s time for the signature to, well, sign off.”The company credited the new branding to a collaboration between Réplica Design Studio, the design team at Smith Leonardo Santamaría Zárate and the company’s Co-Founder and Chief Creative Officer James Lohan MBE.
