SLS is an international luxury hotel brand that combines elegance and excellence with creativity and playful wit. The brief emphasised the need for a logo which felt traditional and authentic while embodying the brand's subversive difference. The graphic solution draws on traditional European heraldry. At first glance, the logo looks like a crest adorned by beasts. On closer inspection, it is revealed as a chandelier being vandalised by mischievous monkeys. Additional graphic language, essential for the huge range of applications and communications required by the hotel, was created including a library of monkey related engravings and paintings.
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