The Royal Suites Hotels brand was characterised as all-inclusive adults-only hotels. These hotels needed a new image that was up to the new facilities, more elegant, sophisticated and modern.
As part of his return, The Royal Suites Hotels decided to work on the logo in order to improve its legibility and aesthetics, establishing empathy with its market. This change shows a new attitude, staying true to our brand values and mission.
We have dismissed the vase as a visual element and have highlighted the initials, which had already become the most essential part of the name. The font, although maintaining a similar style with serifs, transitions to a more contemporary one.