The LaSalle Hotel
Brand Identity - A Marrott Tribute Hotel
In collaboration with Gaslight Studios.
The Brief
The LaSalle Hotel is a historic hotel located in Bryan, Texas near College Station. Newcastle Hotels recently purchased the property and wanted the brand to have a facelift that would inspire the renovations and interior design of the building.
Our Thoughts
After a site visit in beautiful Bryan, Texas we decided a new brand and a new name wasn’t the answer. With so much history engrained into the hotel we wanted to bring that back and let the history speak through the identity - but in a modern way.
Identity
Everything is an homage.
We wanted to not just create a new brand for LaSalle - but revive the history of it. Every piece of the brand is an homage to the history of the hotel, the building, or the city in one way or another. From the logo reviving old signage to matchbooks the bring back designs from the 1900s, we left no stone unturned in our research of LaSalle and made sure to let the history breathe throughout.
Primary Logo
Secondary Logo
Badge Design
History beyond Bryan.
In our extensive research we found a car company called LaSalle that was discontinued in 1940. A division of Cadillac, the LaSalle brand was a luxury automobile that valued quality and a high-value experience - something The LaSalle Hotel also aims to do. We took inspiration from LaSalle automotive and infused it into the brand.
Monogram Badge
COLORS
Driven by tradition.
Staying true to the hotel's culture and ties to College Station, we pulled inspiration for The LaSalle's color palette from Texas A&Ms history.
Proprietary Font
Inspired throughout.
We developed a custom font for The LaSalle Hotel, inspired by the original hotel signage from the early 1900s. The font finds itself within the logotype and throughout the entire brand. Playing into the idea that everything is an homage.
Brand Assets
Revamped Mural Design with Custom Type
OLD
BECOMES
NEW
While building out the brand assets we attempted to blend the old with the new. Historically inspired type meets a modern approach to feel fresh and current.
Patterns
History woven throughout.
The LaSalle’s patterns yet again play off the history of the building, which was sold in 1871 for 2,500 gold coins. The railroad is also an essential part of the hotel’s history. A small town where railroad travelers would seek shelter in Bryan, TX at The LaSalle Hotel. We brought meaning and history to every element of The LaSalle’s new brand.
Matchbook Designs
Original LaSalle Hotel Matchbooks
Reviving the old.
In our research we found old LaSalle Hotel matchbooks on eBay - which of course we had to purchase. We also recreated the illustrations and designs to create new matchbooks that can once again be given out in the lobby. We also created a variety of new designs to accompany the old.
