St. James’s Hotel & Club is an iconic building in the heart of one of London’s oldest and most stylish neighbourhoods.

The graphic identity seamlessly boasts the unique heritage that St. James’s Hotel & Club encompasses while placing it firmly in the present, and ensuring the brand continues to be relevant and dynamic. The horse graphic is a re-working of the venue’s historic stamp, simplified and modernised while ensuring it does not conflict with the setting of the hotel itself.

The complementing font provides a balance to the traditional, keeping the brand contemporary and reinforcing its reputation as a modern, luxury London hotel.