That was just the beginning. The Hard Rock Hotel London was soon to be reverting to its previous name of The Cumberland, while retaining its music-themed guest experience. It required a complete overhaul of the branding and logo.

Our designers put in the hours on the development, meeting the deadline and proposing three well thought out concepts based around the hotel’s rich links to the music industry.

It wasn’t just about the design of the shiny new plectrum-inspired logo, we also had to roll out the brand across all the print design collateral throughout the hotel, including external signage, key cards, door hangers, robe tags, drinks cards, welcome cards, housekeeping cards and much more. 50+ items and counting, in fact.

The team created a suite of dynamic collateral, re-establishing its British heritage, ready for the launch on 17 May, just six weeks after we received the initial brief.

With crazy deadlines pretty much our norm, we know how to pull out all the stops when it’s needed. If you’ve got a case of deadline-panic, call us, we’re ready to meet the challenge.

Cumberland Welcome leaflet on a grey background
Cumberland guitar menu next to a guitar
Cover and spread from The Cumberland brand guidelines showing logo usage
Cumberland do not disturb sign hanging on a door
Cumberland hanging signage based on the plectrum-shaped logo
Exterior view of The Cumberland hotel with a branded flag hanging above the door
The Cumberland coasters showing the company logo
Man holding a Cumberland welcome leaflet
Flag on hotel exterior showing the Cumberland logo