Branding & Design2024

JOUD INN

Client

JOUD INN

Industry

Hotels & Hospitality

Type

Hotel Brand Identity

Logo DesignBrand Identity SystemColour & Typography SystemPattern DesignStationery & Business CollateralAmenity & Packaging Design

Overview

Joud Inn is a hotel that repositioned itself around comfort and renewal, and its identity was rebuilt to match a property that had just been refurbished. AWAcyber delivered the full visual system: a monogram in which the letter J is drawn as a curved, hilted blade, paired with an ornamental fleuron rule and the line 'Your comfort, our priority'; a five-colour palette specified with usage proportions rather than swatches alone; a three-typeface system covering Latin display, Arabic and body text; and a set of applications that carries the identity from the front desk to the bathroom shelf — stationery and invoicing on one side, guest amenities and cosmetics packaging on the other.

The Challenge

A refurbished property has to signal the change before a guest walks in, and the previous identity did not. Joud Inn needed a mark with enough presence to read as upscale hospitality yet simple enough to be embroidered into a towel, foil-stamped on a candle lid, printed on an invoice and reproduced in a single metallic colour. The system also had to work in Arabic and Latin without either feeling like an afterthought, and it had to hold together across surfaces produced by different suppliers — print, textile, glass and cosmetic labelling.

Our Solution

The monogram turns the J into a curved, hilted blade, balanced by a symmetrical fleuron rule that separates the mark from the Joud Inn wordmark and its tagline, with the lockup set on a proportion grid of X for the hilt width, 2.5X for the mark, 1.5X for the wordmark and 0.5X for the tagline. Four lockups cover the grounds the property actually prints on: champagne gold and silver for deep burgundy, burgundy and near-black for light grey. The palette is specified by proportion so any new piece stays recognisably Joud Inn — soft grey at 35 per cent as the dominant neutral, burgundy and champagne gold at 20 per cent each as the identity colours, near-black at 15 per cent for text and warm ivory at 10 per cent as the accent. Gumela carries the logo, Adobe Arabic covers Arabic setting and Poppins handles body text. A repeating pattern built from the wordmark and blade extends the identity onto wrapping and lining surfaces, and the system was proven across six applications: pattern, business cards, letterhead, invoicing, guest amenities including embroidered towels, candles and slippers, and cosmetics packaging.