CLIENT
Bilderberg Hotels
PROJECT
Brand Identity Design
SERVICES
Brand Identity Design
Art Direction
Digital design
Print collateral
Brand Guidelines
COMMISSIONED BY
SHOQ Creative Agency
The challenge
Eleven iconic hotels. Each with its own character and rich history. The question was how do you create one powerful identity that strengthens their individuality and unites them? And how do you make a brand that is more than 80 years old relevant to the modern guest?
The design
When creating Bilderberg's new visual identity, we sought the perfect balance between heritage and innovation. The renewed logo and the introduction of an iconic 'B' graphic element give the brand a contemporary look, without denying its rich history.
Colours
The colour palette tells a story of refinement: deep navy blue as the basis for craftsmanship and luxury, complemented by ocean tones for tranquillity and warm bronze accents for timeless elegance and quality. In the typography, we combine the elegant Playfair Display with the modern General Sans – a perfect match between classic grandeur and contemporary accessibility.
Brand patterns
The unique brand patterns are inspired by historical details from the various hotels. These subtle, repetitive elements, combined with a carefully crafted photographic style, define the brand’s signature. Instead of staged shots, we focus on authentic moments that capture the essence of Bilderberg: genuine care and attention for one another.
Flexible design system
Together, these elements create a flexible system where each hotel maintains its own character while contributing to a unified, powerful brand. The result is an identity that doesn’t demand attention but gives it—just like Bilderberg itself.
The Result
A brand that stands out in a sea of sameness. One that whispers instead of shouts, invites instead of sells. Above all, a brand that feels authentic. In a world racing forward, there’s nothing more powerful than pausing for a moment and paying attention to one another. That is the essence of Bilderberg.
The new identity has been seamlessly rolled out across all channels—hotel signage, social media, menus, and the website.
