The article highlights the brand identity crafted for Now Now, characterized by a unique modular wordmark that serves both aesthetic and narrative functions. The design incorporates open counters resembling keyholes to evoke the notion of a gateway into new experiences, blending warmth with a futuristic feel. The font Ginestra was chosen for its expressive qualities and emotional weight, while a gradient color palette reflects the themes of motion and presence. This thoughtful approach aims to develop a distinctive brand that resonates deeply with modern travelers.
The identity is led by a modular wordmark acting as a narrative 'portal'; its forms evoke the efficient scale of Now Now's rooms, making it distinctive.
Alex describes the lettering as a gateway into a new experience, embodying warmth and a futuristic feeling, showcasing their balance between otherworldly and modern.
Saint Urbain selected Ginestra, a humanist sans serif, for its expressive readability, providing emotional weight and embodying a confident yet friendly tone.
Having a mindful gradient perspective in the color palette reflects the hotel's theme of motion and presence, enhancing user experience with emotional depth.
Collection
[
|
...
]