Project Topic
Designing a mental and visual identity for a hotel chain that previously had an international brand.
Challenge
Accor and Novotel brands were forced to remove their brands from airport hotels due to sanctions. It was necessary to design a suitable brand for this complex as quickly as possible, in line with the stature of global hotels.
Experience
With detailed research conducted on the target audience, it was determined that from the perspective of Iranian travelers and travelers from the Middle East, hotel brands that have a clear identity in terms of behavior and are able to predict services are more reliable and desirable hotels. For this reason, a code of conduct for hotel staff and services was designed and provided to the hotel.
In the naming project of “Rexan International Hotels Group”, research showed that the presence of the letters R and X in the hotel name gives greater desirability to the audience. For this reason, the name Rexan was designed using the Fabricated naming method by combining the two words IRAN and RELAX.
Brand Visual Identity
The logo design of the five-star Rexan hotels is derived from the architectural plan of Iranian caravanserais with their four towers surrounding them. This format is repeated in the logo of the four-star Remis hotels and the boutique Caravanika hotels to ensure greater harmony between hotel groups.
The golden color of the five-star Rexan hotel logo was chosen to evoke luxury and create a sense of specialness and distinction. The R format can be repeated in different spaces, and its lower part is used to create a brand pattern and repeat a soft and relaxing form.
