"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."
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.
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