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hotels.com logotype
Creative Director Rob Smiley, TBWA/ Chiat Day, New York.
I based the design on two specimens: Helvetica Neue 55 and a stroked version of Gotham, designed by HF&J. I hesitate to say these modifications “are only slight”. They are but they aren’t. Especially with the m, which I totally condensed in service to face time for hotels. In the future, I would really love to design a more cryptic graphic device for .com. Yeah, If you could go ahead and make that job happen I would appreciate it.
For further analogy on this design and other brand identity works, dance your sans serif feet over to Armin Vit’s Brand New.