The branding for the new hotel had to convey a sense of style and sophistication and position The Samuel as a modern, unique, on-trend destination that would appeal to the business traveller and savvy weekend visitor. It also had to have a subtle link to the Maldron Hotel brand.

The new hotel’s dockside setting was the spark for the name we proposed, with ‘The Samuel’s logo and visual language taking inspiration from the Samuel Beckett Bridge.

The logotype is a nod to the man himself – tall, angular and condensed with a vertical ‘THE' to reflect Beckett’s unique way of looking at the world. Paired with a sophisticated colour palette using Maldron Grey and Maldron Yellow, the logo and visual language are complemented with a contemporary sage green which is used in materials and finishes in the dining and hotel interiors.

The logo is a memorable presence in signage and touchpoints throughout the hotel either in its full form or, alternately, as an icon that's used in some applications both on-site and online.

The brand’s tone of voice and personality is reflected across all communications. To re-state the quirky and unexpected traits of the brand, we introduced some of Beckett’s work into the visual language in the form of quotations and objects. Symbolic and absurd items such as a bowler hats and dustbins are layered over a wave graphic inspired by the hotel’s location to create a unique visual language.

Photography is central to the identity, helping to convey a sense of relaxation, warmth and enjoyment and showcasing Dublin as an on-trend destination.