The London office of Bulletproof has created a contemporary new corporate identity for Mövenpick Hotels & Resorts. The new identity will be seen across all external brand communications, within 80+ hotels across Europe, Africa, the Middle East and Asia, as well as across the wider Mövenpick Group. Bulletproof was appointed to the corporate identity project in June 2016 following a long-standing working relationship with Mövenpick Hotels & Resorts.
Mövenpick was founded in 1948 with its first restaurant in Zurich. Since then it has expanded to also include wine and fine foods, with the hotel business growing to become the largest within the group. Bulletproof was briefed to bring modernity to the branding and visual identity, communicating the new 'we make moments' positioning and establishing the brand as an upscale premium hotel offer that is internationally relevant and appealing.
"Mövenpick Hotels & Resorts is a company with clear brand values built on relaxed confidence, Swiss precision and extraordinary touches of detail," Bulletproof stated. "But the visual identity had remained unchanged for many years, and was ready to be refreshed.
"We went back to the brand's origins for inspiration. The legend goes that founder Ueli Prager named his company after the simple, elegant movements of a seagull (in German, a 'Möwe') - We reimagined the ever present bird element in the logo, giving it new depth and movement, letting it soar over a cleaner, more modern word marque within a contemporary suite of Mövenpick corporate colours.
"The power of the bird icon continues through to the wider brand world, with the graceful lines of the bird's wingspan creating the architecture for the visual identity as brand marque holders and windows into the Mövenpick world. Bold secondary colours offset the new Mövenpick corporate red, bringing life to the brand and adding vibrancy and variety to hotel brochures and communications.
"A new photography approach captures candid, unstaged moments of wonder within the hotel destinations, echoing the memorable moments Mövenpick hotel staff create for guests during their stays, with their extraordinary touches of personal detail."