The Samuel

The Dalata Group is Ireland's largest hotel operator, with 44 hotels in its portfolio across the Clayton and Maldron Hotel groups. As Dalata continues to grow its hotel offering across the UK and Ireland, we were commissioned to work on their new Dublin hotel's naming and brand identity.

The Background

Situated in the heart of Dublin on Spencer Quay overlooking the River Liffey and the Samuel Beckett Bridge, the hotel's location played a key part in the development of its identity.

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 Idea

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 Execution

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.




Visual Language


Brand Toolkit

Samuel Hero 2000x1125
Samuel 2000x1125
Samuel 2000x1029 Signage1
Samuel 879x593 Bedroom
Samuel 1600x900 Coasters
Samuel 1600x900 Key Card
Samuelphotography 2000
Samuel 1600x900 Press Ad
Samuel 2000x1029 Doors
Next Up
Brand Identity _

Rathmullan House Hotel on the shores of Lough Swilly in Donegal wanted a "Big Idea" identity for their new pub and pizza restaurant under a "Big Top" on the hotel's front lawn.

Campaign _

Ibec is Ireland's largest lobby and business representative group. Its purpose is to help build a better, sustainable future by influencing, supporting, and delivering business success. We have worked with Ibec on three phases of a significant campaign that gives expression to the hospitality industry and its deep link across the diverse supply chains that connect Ireland's industry and society.


Want to work together?

If you would like to chat about a creative project, we’d love to meet you. Our door is always open here at Ely Place.

Contact Us