5 Essential Elements For A Compelling Hotel Visual Identity.

Driving the success of your hotel requires a strong visual identity. It has been reported that as many as 38% of users will stop engaging with a brand’s content if they find its layout unattractive. Every brand touchpoint involves an element of visual identity, from websites, product packaging, to various types of advertising campaigns. Simply put, your hotel’s visual identity involves a collection of visual elements that differentiate your hotel. This visual identity also serves to help potential customers identify your brand and relate to it, increasing brand awareness and recognition.

Built on the foundation of your brand identity and outlined in your brand style guide, visual identity reinforces your core values and brand promise through visible mediums. Using consistent and strategic visuals to help communicate, a strong visual identity also helps tell your brand story.

In this post, we will be discussing the 5 essential elements you will need to craft a compelling visual identity for your hotel.


A moodboard serves as the foundation of your brand’s visual identity. It is a visual tool that communicates your concepts and visual ideas of your brand. It is a well thought-out and planned assortment of images, textures, phrases and materials meant to evoke a particular style or concept. It is a visual board that illustrates how you want others to perceive your brand, when no words are spoken in a literal sense.

The practice of having moodboards as the foundation of a hotel brand visual identity is important as it enables the hotelier to express the vision they have in mind for the project. When words fail to communicate particular emotions and feelings, the moodboard comes in as a powerful visual tool to reflect brand imagery.

The moodboard also provides an efficient starting point for any hotel’s visual identity project. The consolidation of material needed to construct the final moodboard is a summarizing exercise that allows the hotelier or appointed brand strategist to finalize how the hotel brand is to be perceived, in order to facilitate the creation of further brand collaterals as part of successful visual identity making.

Colour Palette

Colours are the secret to producing a good identity for your hotel. They are crucial in your hotel branding because this is where the first impression of customers are based. Colours are more than a visual aid because they convey emotions, feelings and experiences. They also improve your brand's recognition by up to 80%, according to Forbes.

It’s impossible to imagine Coca-Cola without the swirling red logo, or to think about McDonald’s without its signature yellow arches. Colours form the backbone of a brand’s visual identity, setting the mood for brand expression. Hotels want to cultivate strong emotional connections with their audience, and colours help to aid this connection by associating audiences with particular moods. Audiences remember how they feel. Harnessing the interesting psychological effects of colour can be used to create feelings in potential consumers, such as trust or engagement, which in turn can help to encourage interest in your hotel.


Having a logo is an integral part of making your hotel a successful one. It acts as a symbol of success and commitment to your customers (past, present and future). A logo also enables your hotel to grab the attention of viewers. In this era where companies have less than 2 seconds to convince potential customers that their products are worthy of attention, your brand’s logos can enhance your brand’s appearance, communicating your hotel’s core values in an eye-catching and memorable way.

A logo is a combination of text and imagery that tells people the name of your brand and creates a visual symbol that represents your vision. It is a big part of your hotel brand identity (what people will see). A good logo differentiates you from everyone else and fosters brand loyalty. People identify with visuals more so than they do text, so logos do play a crucial part in fostering brand awareness.

While not many people exactly care about the design of your logo, what people really care about is their experience with your service and what your hotel is advocating. Good design not only looks professional on the surface, but it also signifies something deeper, and something that your customers can relate to and realise they need in their lives.


Typography is the style and way of presentation of the text. When your hotel is developing a brand identity, a persistent type of fonts should be used, each with a particular reason. Typography enables you to create a particular context and have a certain personality. It can be modern, vintage, romantic, shy or rigid just by selecting an appropriate typeface and creating it rightly. Work on your typography so that it helps you to express the personality of your hotel.

It is also worthy to note that this is where font psychology comes into play. It illustrates the importance of typography in branding by associating a specific font style to the thoughts and emotions of the viewer. Every font has its own identity, you need to find the right one that is in line with your hotel persona.

Keeping a consistent set of fonts is integral in your hotel branding. Type establishes familiarity and ensures that your brand remains recognisable through the multitude of campaigns you put your hotel brand through.


You’ve heard the old adage, “A picture is worth a thousand words,” and when it comes to your brand’s photography, it’s an opportunity to communicate your brand story through images and videos, strengthening your visual identity.

When selecting images to use, such as for your hotel’s website or social media, it is important to identify the style, composition and presets featured in these photos, in order to curate content that is cohesive and consistent. The key is to create a branded and put-together aesthetic.

As photography can be subjective, remember to utilise imagery that your audience is able to relate to, so that they are able to feel that your brand is speaking to them, and they feel like a part of your narrative.

Visual identity isn't just a marketing tool. It's a way of looking at design that removes a lot of the guesswork. With a clear vision of your brand, you know exactly what colours, fonts, and images to use. You can create consistent works that viewers will remember, and that will reap benefits for your hotel in the long term.

Taking the time to build your hotel brand identity and truly bring it to life will grow your revenue and set your business up for the long-term success it deserves. It may be the most important decision you made for your business.

If you need help with bringing your brand to the next level, please contact us about what we can do to help.

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