HotelBrand identity
Moon and wood,
for a quiet kind of luxury.
00The project
- Client
- Yuelai Hotel
- Sector
- Hospitality
- Year
- 2019
- Delivered
- A nine-page identity guide
The hotel’s name already held what it wanted to offer: a moon, a tree and a good night’s sleep. The mark draws them as one shape; night blue is the colour of falling asleep, and gold the feeling of being looked after.
- Logo
- Brand guide
- Colour
- Stationery
- Brochures
- Hotel amenities
01The name
Yuè sounds like the moon.
Lái holds a tree.
The guide opens not with style but with the name taken apart. 悦 (yuè, joy) is said like 月, the moon; 莱 (lái) has 木, a tree, at its foot. The moon stands for night and sleep, the tree for people and nature, and the mark is exactly those two things: a crescent holding a tree.
Said like 月, the moon: night, and sleeping through it.
With 木, a tree, at its foot: people and nature.
Moon + tree
02The mark
A crescent
holding a tree.
The canopy is a cluster of soft cloud shapes, one branch reaches out to the right, and the crescent wraps it from the left. The name is set in a fine serif, 悦莱酒店 over YUELAI HOTEL, in stacked and horizontal lockups. On night blue the gold runs as a gradient, as if moonlight came from one side; on white paper the mark can go solid night blue.
03Colour
Night blue for sleep,
gold for indulgence.
The whole identity runs on two colours, and the guide gives each a reason in two words: night, a sense of sleep; gold, indulgence. Both carry a slight gradient — the blue deepens to the right, the gold moves from pale champagne to old gold.
Night blueA sense of sleep
RGB #2B3462
CMYK 87 78 47 46
GoldIndulgence
RGB #FFE9B6
CMYK 0 7 33 0
04Paper and print
A night-blue envelope,
a white sheet inside.
The stationery keeps one rhythm: dark outside, light inside. Envelope and card front are night blue with the gold mark; the letterhead and card back stay white, with a small mark and a single gold line. The brochure cover is the quietest of all — just a faint 悦 in the corner.
悦