Hotel Viking
VISUAL IDENTITY • COLLATERAL SYSTEM
Newport, Rhode Island's iconic Hotel Viking was looking to revamp of their identity and collateral system. A long-time destination and staple for both locals and visitors, Hotel Viking had a desire to boldly step into the new decade with a fresh look to match their multi-million dollar renovation of both the hotel, and their two beloved restaurants, One Bellevue and Top of Newport.
The Process
Originally built as a common-stock hotel in 1926, the building was funded by the people of Newport. Almost a century later, this ideology fuels the hotel today. Hotel Viking is the key that creates memorable experiences and connects their guests to parts of the city that the average visitor might not see. This piece inspired the monogram logo and was instrumental in creating the newly developed aesthetic.
Top of Newport
The evolved logo features a playful monogram as well as dynamic letterforms that feel Art Deco, modern and elevated. The shifted center in the "o" letterform is meant to recall the moon or a porthole from one of the ships you can see in the harbor.
While building the visual narrative for Hotel Viking, we were simultaneously branding their two bar/restaurants, One Bellevue and their bar with an unbeatable view, Top of Newport.
AGENCY: Clever Creative
ROLE: Art Director / Lead Designer
Hotel photos courtesy of Hotel Viking Newport, RI.