The Hotel School

Brand identity design for a leading Australian hospitality management school that is a unique partnership between Southern Cross University and Mulpha (Property & Hospitality Investment).

CREATING THE HOTEL SCHOOL SYMBOL

The Hotel School is the only hotel school in Australia formed through a unique partnership between a public university and a global hotel investment group.

The Hotel School’s symbol was formed by repeating the main geometric graphic element from the Southern Cross University shield, whilst also borrowing the modernist stencil aesthetic from Mulpha’s symbol. The abstract symbol is initially seen as a flower, a metaphor that is particularly relevant to the hospitality industry (welcoming and shows attention to detail). It also has subtle connotations of a compass (guiding students through their studies and careers) and also converging arrows and connectedness (the meeting point of university and the hotel industry). It’s premium aesthetic conveys five star prestige.