Bearing the city’s vibrant and colorful signature and a coveted Logan Square address, Korn Design composed a holistic brand story for The Logan, launching Host Hotels & Resorts first independent hotel in December of 2015, cast confidently as “Philadelphia’s Hotel.”
The project came with an unusual challenge, converting the city’s beloved Four Seasons to an independent property. Our research led us to understand that it would not be enough to just open a great new hotel, this would need to be an authentic Philadelphia experience – of, by, and for the people of Philadelphia. Working closely with Sage Hospitality, Architect BLTA (Philadelphia) and Interior Designer Dawson Design Associates (Seattle), The Logan came forward to artfully embody the independent spirit of Philadelphia, blending classic and historic elements with modern influences, as sophisticated and stylish as Philadelphia itself.
“While Philadelphia has long been magnetic for its historic charisma and brotherly charm, its finely-nuanced urban texture is what draws and retains people daily. Here, in a fabulous Philly hotel, comes a sensation that you’re part of the city’s pulse — enjoying its style and local flavor from a city-centered haven. From the grand impression of the lobby, with its artful wink to native influentials, to the chic enclave of a rooftop bar, a mingling ground geared for the metropolis, starting here puts a certain knowing spin on the experience — a posh primer on the best of Philadelphia.” So begins The Logan’s brand story, told in ways that, like the hotel itself, communicate the great pride of a great metropolis.
Korn captured that prized Philly spirit in every aspect of our work, starting with a name that conveyed the hotel’s noble character: the property’s namesake is James Logan, a famed Philadelphia statesman. In parallel, the visual identity was crafted to impart a bold and commanding presence, with a serif font softening the tone and sending a polished invitation. Combined with the positioning as “Philadelphia’s Hotel,” guests feel wholly welcomed to experience the lively mix of tradition and modernity.
In order to remain authentic, each touchpoint in the hotel – as well as out in the world – had to re-tell this story. A notable curated art collection, all by Philadelphia artists. A one of a kind courtyard for truly Phil-o-phile weddings and events. Local farm to fork restaurant: Urban Farmer. Meeting spaces inspired with local monikers. And a rooftop designed to sweep in the spirit with a breathtaking city views. Elevated in-room amenities, vivid sales materials, and an exciting launch campaign featuring local Logan “Ambassadors,” all contribute to the expeience of The Logan as an inviting social magnet for locals and travelers alike.
The net result is the creation of a fully independent hotel that Philadelphia can proudly call its own, pairing impeccable service with authentic experiences, and pulling in interest with an authentic brand that invites wonder and exploration.
Brand Strategy + Positioning
Brand Voice + Messaging Guide
Design Direction/Brand Pull-through
Print + Sales Collateral
Print + Digital Launch Campaign