Hotel Seidenhof ****

Creating a sense of space and identity in the heart of Zurich

Renovating their building steeped in history, one of Zurich’s oldest hotels close to the iconic Bahnhofstrasse, the Sorell Hotel group decided to turn Seidenhof into their prime landmark, completed with an independent branding. Approached by Creative Supply, Skala created a visual language that references the building’s architecture and history. From its legacy as a silk mill to the iconic Art Deco architecture and subsequently inspired interior design, it became clear that the new brand would be a representation and reflection of the place, while implementing the strategy and vision of the Seidenhof as a modern meeting point in the heart of Zurich.

Skala_Hotel Seidenhof ****_3
Skala_Hotel Seidenhof ****_3
Skala_Hotel Seidenhof ****_3

The main brand element — a bespoke contoured word mark created out of geometric shapes — is inspired by typefaces from the Art Deco epoch, as well as the strong vertical lines of the building’s facade. Through opening up and separating the lines, silk threads are referenced and new spaces symbolizing human encounters are created.

Skala_Hotel Seidenhof ****_3
Skala_Hotel Seidenhof ****_3
Skala_Hotel Seidenhof ****_3
Skala_Hotel Seidenhof ****_3
Skala_Hotel Seidenhof ****_3

The separated shapes of the word mark build the main components of the secondary design element, the moving pattern. Built with a strict grid, the pattern is inspired by a street map, referencing the idea of a meeting point.

Skala_Hotel Seidenhof ****_3
Skala_Hotel Seidenhof ****_3

To complement the geometric but neo-grotesque word mark, the typeface «Selecta» is used across brand elements and signage in two cuts. The colors are taken from the building’s interior design and refined to fit the needs of digital and print graphic design workflows.

Skala_Hotel Seidenhof ****_3
Skala_Hotel Seidenhof ****_3
Skala_Hotel Seidenhof ****_3
Skala_Hotel Seidenhof ****_3

Additionally to creating a new Brand language, Skala was also tasked to conceptualize the signage of the building, creating a wholistic sense of space and identity. For this, the custom typeface mark was extended to include capital numbers for the bigger floor numbers, while using Selecta for smaller information.

Skala_Hotel Seidenhof ****_3
Skala_Hotel Seidenhof ****_3