3040 Hotel_Branding 

A renovation project happens to the most identical architecture in Shanghai, Longtang.

A space composed of memories and humanistic care. Feel it, hear it, smell it, before you see it. A quiet dialogue between past and present.  Inner peace, proves of time, pure joy, or even a Freeland to settle down. Sensual and poetic, a utopian statement in the world of massive cold constructions. It gently carved its portrait into the deepest of our mind. 

A unique artsy hotel builds on the reconstruction of historical buildings, which are vanishing rapidly in the history of Shanghai. This kind of building, Longtang, carries countless generations’ memories and culture characteristics. While remaining some aspects of Longtang, the new hotel will introduce new culture and art into the traditional looks. The architecture provides comfort of living and privacy. With the help of contemporary interior design and artsy decorations, a unique environment reveals itself to the guests from all over the world.

This logotype is the central & default element in 3040 Hotel’s visual communications system. Through dynamic use as a signature device and design element in all of 3040’s visual communications, the logotype becomes a visual shorthand which identifies the hotel and symbolically indicates the historical background and architectural reference.

In the logotype, number “3040” is abbreviating the historical period form 1930s to 1940s in Shanghai. This particular period is known as crucial and unique time period in forming modern Shanghai’s culture. At the first glance of logo, the strokes are all of one width, emphasizing on unity and architectural precision. The lengthened and stacked letter form is an abstract metaphor of brick, which is a dominant element in Shanghai representative architecture: Longtang.