Date

March 2007

Title

Rename

Client

Institute of Hospitality

Description

As a result of a namechange, the HCIMA, required a new logo. The idea was to retain their heritage in order to still be recognisable to the industry but also balance this with a contemporary and forward thinking approach to the typography.

Neo Sans was chosen as the new corporate typeface for its elegance, character, variety of weights and modernist construction.

In order to reiterate that this organisation was the same as the HCIMA I applied a 'formerely HCIMA' strapline which will have a 1 or 2 year shelf life.

The logo also required subrands in order to provide a point of difference in their different areas of expertise.