Gold Tree Hospitality runs various international hospitality chains. Essentially GTH is a B2B (business-to-business) company, but it’s a lifestyle oriented B2B company – and as such is required to maintain a certain balance between professional elegance and a contemporary, somewhat bold, design (in other words: elegance with a kick).
We have achieved that balance by creating a deliberately limited graphic toolbox, where each graphic element is prominently present; working with combos of an extremely heavy type and light handwriting, with geometrical shapes, and with a bold colour palette.
The typographic tension between the typeface and the handwritings is present in GTH”s logo, but in an out-of-character move in the B2B world, is also used in a wide range of creative copywriting the brand uses to express its unique open-minded character. The colour aplette doubles as a graphic tool, rather than a graphic element, as it is actively used for colour blocking the brand’s different layouts.
Essentially GTH is a B2B (business-to-business) company, but it’s a lifestyle oriented B2B company – and as such is required to maintain a certain balance between professional elegance and a contemporary, somewhat bold, design (in other words: elegance with a kick).
We have achieved that balance by creating a deliberately limited graphic toolbox, where each graphic element is prominently present; working with combos of an extremely heavy type and light handwriting, with geometrical shapes, and with a bold colour palette.
he colour aplette doubles as a graphic tool, rather than a graphic element, as it is actively used for colour blocking the brand’s different layouts.
