Andaz Identity Design Goes to Extremes for Fun, Style and to Remind Guests to Smile

Question: How deep and detailed must designers be when creating an identity system?

Answer: Go to the utmost extreme, the Nth degree!

Every item that hotel guests might touch or see is subject to our scrutiny. Even the luggage tags got the Louey-Rubino treatment. Why bother, you might ask. It’s just a small piece of paper. Not to us it isn’t. It is all part of the experience.

Yes, even a small tag is part of the Brand. And it needs words. We love words. And we covet a keen message delivered with design elements that are emotionally fulfilling. On a small surface, color alone can inspire feelings. Away we go. Color + Message = a memorable experience.

Personal style, simple sophistication. Thus the play on words — This is my Luggage. I left my Baggage at home.

Next, the “legal disclaimer”. Take the dense language and small print that usually covers the entire back of the tag — who ever even tries to read it? We boiled it down to 3 easy sentences in plain English. Clarity is its own message. It speaks volumes about truthfulness and respect. And Brand.