Brand Positioning

Town Hall Hotel is known for its iconic history, with the former council chambers being one of its most notable features. The challenge was to refresh the visual identity in a way that resonated with a contemporary audience while still respecting the hotel’s historical significance. The brand was positioned as a luxury hotel that offers both a premium experience and a link to London’s rich heritage.

Logo Design & Iconography

The logo was redesigned to reflect the historical seat number plaques found in the council chamber rooms, which are some of the oldest elements of the hotel. This reimagined logo kept the connection to the past, while modernising its aesthetic to align with the current luxury market. It became a central part of the hotel's identity, subtly referencing the hotel's rich legacy while conveying a modern, sophisticated appeal.

Silkweaver Cocktail Bar

The hotel houses several unique restaurant brands, including the exclusive Silweaver cocktail bar, for which I created a new visual identity. A bespoke monogram was developed for Silweaver, using the letters "SW" in an organic, signature-style script font to evoke a sense of exclusivity and refinement. The new identity was designed to complement the hotel’s premium positioning.

In general, the visual identity was designed to be simple yet elegant, with rich green colours and gold elements to reflect the hotel’s refined and luxurious appeal. The new brand design communicated both a sense of timeless heritage and modern sophistication, ensuring that the hotel could appeal to a diverse, international audience while remaining firmly rooted in its heritage.