client

Metropol Hotel Moscow.

objective

To update the existing visual identity of the Metropol Hotel Moscow while preserving its historic character and recognizability. Our task was to carefully refresh the identity without disrupting the brand’s visual traditions: retaining key graphic elements and the color palette, as well as developing a logo system for the hotel’s sub-brands.

solution

We approached the project with respect for the Metropol’s heritage, focusing on targeted yet impactful updates. We reduced excessive decorative details, simplified the descriptor font, and worked on the geometry of the main "M" symbol, making it more precise, clear, and contemporary. As a result, the visual identity became stronger and more relevant while retaining its authenticity. In addition, we developed a cohesive sub-brand system that integrates seamlessly with the hotel’s main brand, reinforcing its overall structure.

Project scope:

main brand

We approached the project as a careful evolution of the Metropol brand, respecting its heritage and understanding its cultural significance. Rather than making radical changes, we focused on targeted yet essential improvements: we reduced the excessive ornamentation of the petals in the main logo, refining the shape and enhancing its visual impact, and simplified the descriptor typographically, switching to a modern sans-serif grotesque for better readability and a contemporary feel.

The key "M" symbol was rethought in terms of geometry and proportions, making it more precise, clear, and versatile. The updated mark performs confidently across digital platforms and physical applications, while retaining the brand’s character and recognizability. As a result, the visual identity became stronger and more contemporary without losing its authenticity or connection to history.

Sub-Brands

The sub-brand system is built on the principles of clear hierarchy and visual unity. At its core is a bold letter form representing each area of activity: D — Delivery, B — Brunch, C — Catering, P — Pastry. This approach makes the sub-brands easily distinguishable and intuitive, while maintaining a connection to the main brand.

All sub-brand logos share consistent proportions and height, creating a cohesive and scalable system. The descriptor "Metropol" serves as a unifying element, reinforcing the hotel’s brand affiliation and ensuring visual continuity across all touchpoints.