Concept, Rebranding

Creation of evolution of Jumeirah identity. A conceptual branding guideline leading my own vision of luxury in hospitality. 

Monochromic white feel with a touch of gold reflecting a classic natural feel. I believe that luxury means tailoring more for the clients and white is an interpretation of a clean canvas presented for the clients to build upon their own customized experiences. 

I redefined the three stroke flames in the old logo into a more harmonic emblem within the typography itself to give it a more rounded luxurious look. 

I also divided the logo colors into Gray Red and Gold to differentiate between corporate and hospitality usage.