Rebranding: Hotel Vilar América
Challenge:
To be able to communicate the Hotel's change and evolution, without hindering brand awareness and recognition.
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/38c8ecd7-49b8-43d3-b1d8-2f13fc4f0376_rw_1920.png?h=aa46ecaf35bb72485256e481a1daa1de)
Concept:
We sought out to find graphic references that reflected the new kinetic concepts we were introducing into the brand; the delivered design is a crisp, clean graphic logo, with concentric gradient green shapes, that optically loop, referencing a Mobius strip that shows change and evolution, but at the same time rescuing those elements that still work from the previous design. The new brand design is a combination of the previous concept of a hand-shake, but now includes pre-columbian graphic elements that reference the Hotel's location. The ending design is the union of the past, with the future, for an organization going forward.
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/321a5b01-1c98-478d-a219-e106dc3d1ce7_rw_1920.jpg?h=84922b5fbb46c468638c1c47c2b18ebe)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/16e8fc73-01d0-43c7-b533-800b7dbe1f7d_rw_1920.jpg?h=8998505e54d1e25f6b00b37a6c5c4f95)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/7961ed5a-096b-4ae4-8f82-0eb933305523_rw_1920.jpg?h=108e1c8778bfea3981ffae6348c4dd4e)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/3558652f-0ee5-49d9-a96b-911dc55a2adf_rw_3840.jpg?h=54c98b822eb125cd83a8659606904143)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/3f36b277-536a-4a09-8bb4-64c088cb2eeb_rw_3840.jpg?h=c782852e432cfa86a67bfcbce492845e)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/2d4bf602-64a4-409a-b8c0-5f9bd1c7c574_rw_3840.jpg?h=b3818b83b9b6ecc674f4159ebd81f1b7)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/ca32817b-3f18-488d-9c38-61423dc81c3d_rw_1200.jpg?h=bd525adaaaa677f9dbb67d81305a2b36)
The original logo was designed based on the values and characteristics of the company (experience, quality, cleanliness and good service) based on a concept of tradition, service and support to the community.
Logo construction is based on the image of a handshake; and its sinuous shape also makes reference to the initials of the name AV in a line without end in perspective and rotated 90 degrees to the right.
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/4ef3904e-4d2a-4035-bc5e-1932a226ec89_rw_3840.jpg?h=dc2e62bf8cdc0fba9e038bc39fdd5ace)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/8f762a24-3c8c-4768-b637-860773e70a90_rw_1920.jpg?h=3cde8898bce59800737bb874f112b183)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/ad237876-af20-45a6-84c5-10a86ee42a63_rw_1920.jpg?h=863c45d92580737c65beca079909f093)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/591772f0-56e2-45ba-933d-a0e8538c507d_rw_1920.jpg?h=90fd7f79a725efccaa62ba4cd768797f)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/d8ca0624-27ad-4a15-91ae-53afa1e6a518_rw_3840.jpg?h=93a626a9de650671115dc578ce6171d6)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/f788051e-cd33-45da-abf8-53c46ee27ecf_rw_1920.jpg?h=d451eec3936b91db5df315abec589729)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/7f0f587b-2f6c-4a26-a88b-8fc3048b833c_rw_1920.jpg?h=75a0c83fd775f46d5112234f7387ed8a)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/04930ed3-fb05-4fe6-b93f-856b1d3b789a_rw_3840.jpg?h=bb5e1db161eb52f3c8c9db84c5925c55)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/8a8b42d6-6699-48d8-b386-bd93413254c4_rw_1920.jpg?h=85f79c25891a7931005ad08fcf78c3c1)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/0a93a81e-5496-460c-a79c-47219804ff41_rw_1920.jpg?h=14a6401df07463b4979b070cbdbe6896)
![](https://cdn.myportfolio.com/898d378b8f1ce575f624072360eef625/f4bf7e8e-7b7a-4c19-a59f-68571a8809ff_rw_1920.png?h=bb27f58444edba6f1e081e5e572f2820)
T h a n k y o u f o r v i s i t i n g !