Hyatt Centric is a new hotel brand from Hyatt Hotels that will launch this summer in several U.S. cities. Its brand identity was developed by Lippincott, who have previously helped launch several other new Hyatt brands as part of a long-running partnership.
Hyatt Centric targets what the company calls "Modern Explorers", travellers looking for a cosmopolitan experience. The hotels will serve as a simple and welcoming launchpad for exploring the city. This is expressed through an eclectic visual style that uses both photography and drawings, the latter by the pen of illustrator Christoph Niemann. The pindrop C in the logo represents the hotel's goal to put its guest at the centre, one assumes both of their attention and in the city.
The new brand was announced on January 27. A nice video introducing the new brand can be seen here.
From a press release:
"Hyatt Centric hotels will be designed for “the modern explorer” – a group of multigenerational, savvy, curious consumers who want an uncomplicated but intuitive experience. With this traveler in mind, Hyatt Centric hotels will be inspired by the brand’s mission of putting its guests at the center of premier destinations. Each location will have its own personality and design touches that reflect the city it’s in. Hotel associates will play a key role in bringing the experience to life by being explorers themselves and offering their knowledge about all about the best spots and locales.
The logo evokes the streets and intersections that make up locations that will have Hyatt Centric hotels. The “pindrop” on the letter “C” represents the brand’s goal to put its guests in the center of it all. The brand’s visual system utilizes an eclectic mix of photography and illustrations that highlight the best food, culture, shopping and events at each destination. Working with esteemed illustrator Christoph Niemann, Lippincott led the development of custom character illustrations that express the brand’s unique personality. Lippincott also created digital content to support the launch event including a microsite and a stylish video that highlights key aspects of the brand experience.
“From the logo to the website, we wanted the brand to have a look and feel that reflected the character of the Hyatt Centric guest – savvy, confident, and ready to explore,” according to Su Mathews Hale, senior partner, design at Lippincott.
“In Lippincott we have a long-standing creative and strategic collaborator who has been with us on a journey to build our portfolio of distinctive brands,” said Roberto Seif, Senior Manager, Brand Experience for Hyatt. “We’re particularly excited by the launch of Hyatt Centric, and all it will have to offer – high-touch technology, craft cocktails at a great bar, and many more surprises guests will experience first-hand when they stay at a Hyatt Centric hotel.”"