Sanso hotel, naming and branding

For this hotel that was changing group, I was in charge of finding a new name and rethinking the visual branding, to match its new image.

Description of the hotel

Located in the 13th arrondissement, this hotel provides accommodations suitable for various situations. Whether you are traveling alone, with a partner, or in a group, for a short stay or an extended period, the hotel’s 70 rooms, studios, and suites are designed to cater to all needs.

The hotel boasts contemporary decor and offers comfort that meets the highest standards.
It aims to create a warm and inviting atmosphere where guests can relax on a leather Chesterfield sofa, indulge in reading a book, or savor a Japanese whisky.

Additionally, there is a selection of manga and books focused on the themes of Japan and Zen.

Furthermore, the hotel invites you to explore the diverse district of Paris surrounding it. Just a couple of streets away, you can discover the charming Butte aux Cailles, Bercy Village, the National Library, and the bustling streets of Parisian Chinatown. This change of scenery awaits you, providing a unique and multifaceted experience.

a glimpse of the hotel brand guidelines

Hotel naming

Naming brief

The goal is to create a new name for the hotel that meets the following criteria:

1- Concise: The name should be short and to the point.

2- Reflective of the Neighborhood: The name should capture the essence of the neighborhood and its iconic places, such as the BNF (National Library of France).

3- Consistent with the Hotel’s Promise and Positioning: The name should align with the hotel’s offerings and positioning, which include the following:

- Rooms that function as studios.

- 3-star rating.

- Average price of €90.

- Multiple rooms available for 4 or 3 adults, equipped with additional kitchenettes.

- A seminar room with ample natural light that can accommodate 15 to 20 people.

- Strong corporate activity.

4- Convey the Atmosphere of the Relaxation Area: The name should also evoke the ambiance of the hotel’s relaxation area, which features a comfortable sofa, a selection of whiskies, and a library with a Japanese theme.

Hotel mood board

Selected concept (among 3): Relaxation / Zen / Asia

Naming mood board

NAME:

Sanso

ORIGIN:

Word meaning “oxygen” in Japanese (but does not sound excessively Japanese, e.g., banzai, Kawasaki, etc.)

SOUND:

Very short word, round sound, pleasant and visually appealing sequence of letters.
Easily pronounceable (in different languages).

TONALITY:

Pause, relaxation, calmness, serenity, breath, elegance, simplicity.

WHAT THE NAME EVOKES:

Sensation, feeling

Japanese whisky, Zen, manga

Japan/Asia/Asian district

Change of scenery

A neighborhood full of greenery and tranquility in the heart of Paris

A garden within the BNF (National Library of France)

The primary logo and its variants

I chose an elegant serif font for “SANSO” that contrasts with a more modern and neutral sans-serif font for “hotel” and “Paris, 13e”.

A wide letter spacing and an “N” slightly taller than the other letters represent the idea of breath, pause, and comfort.

The iconic Chesterfield sofa symbol is reminiscent of a Japanese hanko seal.

Primary logo

Horizontal logo

Vertical logo

Single-colour logos without symbol

Badge logos

Favicon and social media profile picture

Other elements of the visual identity of Sanso Hotel

Colour Palette

For the colour palette, I have chosen subdued, natural, and timeless shades that reflect the interior of the hotel and evoke a sense of relaxation and the floral ambiance of the neighborhood.

DOMINANT COLOUR:

Corduroy (reminiscent of the walls of the room with the leather sofa).

SECONDARY COLOUR:

Peach Puff (to create contrast and add a touch of freshness).

ACCENT COLOURS:

Kaki, Zinnwaldite and Sienna.