Italian Hospitality Collection
IHC have created a unique collection of hotels, resorts and spas which are the essence of Italian hospitality: infinitely varied, united by passion. As the portfolio expands, it is important to unify the different offers to build equity back into the overarching brand.
To establish a cohesive house of brands that are perceived as belonging to IHC but allow for the individuality of each property and guest experience.
First off, we recommended the original acronym of the name become Italian Hospitality Collection to avoid ambiguity in meaning and deliver a more honest and warm tone. The removal of any product descriptor also allowed flexibility to grow its portfolio of properties and the introduction of an ownable icon provided a visual shorthand. A respectful treatment of the existing identity saw an evolution that reinforced the brand’s Italian heritage through the logo’s letterforms, typeface and colour palette. Then followed a rationalisation of the property logos where a key unique element was retained but visually adapted to connect back to the Collection brand. The portfolio continues to grow with increased profitability through visitor numbers as well as economies of scale by the consolidation of group marketing and in-hotel communications.