Welcome to the Himmelblau rebranding project. Himmelblau Hotel is based in the city of Blumenau, a beautiful germanic colony in south brazil. Home to the world’s biggest oktoberfest outside germany.

Some of the issues of the old identity:
Cold name typography, does not inspire hospitality. Is not friendly or cheerful. There is no connection between the type and the logo. Due to the contrast of the strokes (with thin serifs) it is not scalable. That is, in small environments it is unreadable. This is also applicable to the tagline. Due to the contrast of the strokes (with thin serifs) it is not scalable. That is, in small environments it is unreadable. This is also applicable to the tagline.No visuals be it graphics, patterns, or standard illustrations for brand usage. These elements are extremely important to carry the style and identity of the hotel to environments where simply put the logo or name could be repetitive or tiring for the customers.

To create this project, we needed to understand an important issue. How to be traditional and modern simultaneously? To understand this we researched all possible interpretations of the word traditional. The traditional that we don’t want: Sober, Ancestral, Old, Archaic. The traditional we want: Known, Popular, Consecrated, Cultural. In conclusion, “traditional” is not necessarily an antonym to modern. To decorate the hotel’s new brand idenity we created a pattern using 3 city landmarks and 3 references to germanic culture. The project was a big success and the hotel has been working with the new brand for over a year.