The brief was simple: use elements of the citizenM Hotels core logo and inspiration from the art world to create the new logo and graphic identity.

Few things are as universally evocative of art as an artist’s paint palette covered in splodges of vivid colour. The core logo shapes were reimagined as monochrome paint blobs that intersect to reveal an iconic “red sticker” used to indicate that an artwork in a gallery is sold.

The “paint blobs” are a simple, flexible graphic device that can be used across print, digital, and animated media.