Cracking the Brand Code

A renovation provided impetus for a refresh to The Kimpton Hotel Donovan in downtown Washington, D.C. to better differentiate and modernize the brand while aligning to Kimpton’s brandwide style. The result refines and clarifies the identity and collateral with a new twist on the property’s distinctive visual ode to tradecraft and intrigue.

First step was a nuanced but key decision to remove "House" from the name and accentuate the property's personality. A simplified logo became the showpiece, while careful attention was paid to leveraging visual elements that make the boutique hotel recognizable.

Down to the Details

The property’s distinctive “Morse Code” logo was scaled back into a more sophisticated, abstract design that retains the storytelling element while creating a better link with the new interior inspiration. The color palette subdued slightly and rolled out across the property's collateral pieces so that a more sophisticated brand story emerged for the modern era.