Hotel Tamanaco Caracas is a tropical oasis in the heart of one of the city’s most prestigious shopping, entertainment and business districts. Our team created a new brand identity that makes the hotel look modern, but not trendy, nostalgic, but not traditional maintaining their iconic sign which is protected as a cultural landmark.

Letterforms from the classic signage have been adapated to increase legibilty, while maintaining the landmark's unique art deco proportions. All five weights of the typeface, including the hairline weight inspired by the neon tubes in the sign. I also took inspiration from the national flower of Venezuela, the orchid Cattleya mossiae, known as flor de Mayo (“May flower”) to create a distinct mark for Hotel Tamanaco.

Hotel Tamanaco’s revised color palette exemplifies tropical elegance. The primary color, dark green, is inspired by the color that appears behind the iconic Tamanaco sign. A secondary palette (right) is included only to be used sparingly in select applications. This palette serves to provide flexibility and versatility to the brand expression.