The Den Hotel branding >

The Den Hotel is an urban oasis of calm and chilled out-ness in a full-on outside world.
I was tasked by McCann to create the branding for this cool hotel chain, targeting mostly global millennial tech workers, trotting the world while on their jobs. The pilot hotel in this chain is located in Bangalore, India.

The Den logo I created is clean, modern and simple, to reflect the visual vocabulary of The Den lifestyle space.
The logo’s typeface is both quirky and modern, and free of unnecessary embellishments. Note the typography negative space: the absence of distracting elements that serve only to clutter, and the use instead of a few crucial elements that convey the brand’s meaning to the audience.