Hyatt Regency is Hyatt's flagship hotel brand of mid to large scale premium hotels targeting both leisure and business travelers, worldwide. Hyatt Regency is a place where dynamic interactions—from quick coffee dates and shared culinary experiences, to meetings and special events—fuel the energy in its spaces.
Hyatt Regency had launched a new logo in 2014, but it lacked a comprehensive and meaningful design system to be applied globally. MUSE was commissioned in 2015 to create a new brand platform and to implement the global guidelines that would consolidate their existing marketing collateral and provide a benchmark for quality and consistency across all communications at all properties worldwide.
Inspired by the brand logo shape, a ground-breaking and energizing brand system has been developed to reinforce the brand as a space for meaningful connections and enrichment. The hive (logo) is a dynamic visual representation of our guests’ journey through the Hyatt Regency. Equipped with brand guidelines, the resulting work for Hyatt Regency provides guidance on design elements, imagery, logo applications, typography as well as the brand’s digital and offline presence.