Mövenpick is a Swiss hotel group with locations around the world. The group is also involved in restaurants, wines, coffee and fine foods (although the ice cream business was sold off some years ago). Yesterday, the group unveiled a new logo designed by London-based agency Bulletproof.
According to a press release, the more contemporary logo reflects "warmth, self-assurance and characteristic ‘Swissness’ that shines through the forward-looking company’s properties, and staff, across the globe".
The new wordmark is cleaner, with the seagull redesigned to more clearly "soar" over it. Just like its predecessor, the wordmark will work as a masterbrand for Mövenpick Hotels & Resorts, the various hotels and the other businesses.
"London’s strategic brand design agency Bulletproof was briefed to create the new visual identity, and went back to Mövenpick’s roots for inspiration. Legend has it that the founder, Ueli Prager, named his company after the simple, elegant yet efficient movements of a seagull – or "Möwe" in German, and a bird form has been a constant in the brand’s logo ever since. Bulletproof reimagined this element, imbuing it with "new depth and movement to let it soar over a cleaner, more modern word marque within a contemporary suite of Mövenpick corporate colours."
Bulletproof notes that "The power of the bird icon continues through to the wider brand world, with the graceful lines of the bird’s wingspan creating the architecture for the visual identity as brand marque holders and windows into the Mövenpick world. Bold secondary colours offset the new Mövenpick corporate red, bringing life to the brand and adding vibrancy and variety to hotel brochures and communications." - Press release