Once naming was completed and High Note was properly positioned from a messaging standpoint, we moved into establishing the visual identity. We incorporated a fresh and sophisticated color palette that was heightened by the open-air venue, and also hand-selected textures that would be utilized throughout the branding and pair nicely with the space; like terrazzo, weathered blue paper, light bare wood, and leather. We developed a logotype that is structured and bold, utilizing a slab serif with an outline stroke, creating depth. The lockup is complemented with a condensed sans serif and a tracked-out sans serif. The short mark connects the H and the N, symbolizing the connection that the AC and Moxy hotels have in this concept. The brand is seen throughout the physical space on various pieces of collateral – print menus, coasters, napkins, apparel, and signage – as type lockups and assets that reinforce the location of the rooftop bar.
