New Logo and Identity for The Prince Akatoki by Interbrand

Opening this September (2019), The Prince Akatoki in London is the first 5-star luxury hotel of many planned by the partnership between Prince Hotels Group, which manages nearly 30 hotels in Japan, and StayWell, one of the largest hotel management groups in Asia Pacific. The Akatoki hotels — the second one will be in Guangzhou, Southern China — will bring Prince Hotels’ sensibilities and style of luxury to the rest of the world, fusing Japanese aesthetics and hospitality with the culture of each location, “aimed at high-end travelers looking to escape the chaotic pace of modern life, guests will discover a sanctuary within”. The new identity has been designed by the Sydney, Australia, office of Interbrand, who also conceived the name. Starting with a strategy