Hyde Park is known for creativity, diversity and intellectual achievements in art, music, science and mathematics. We created a hotel story with a strong sense of place that is reflective of this.See The Story
- Olympia Hospitality Group
- Chicago, IL
What We Delivered
- Art Direction
- Brand and Identity
- Printed Collateral
- Signage Design
Finding a name that was interesting, approachable and anchored to the overall concept was imperative. Many names were considered. Only one truly felt right.
Sophy Hyde Park
The name ‘Sophy’ is rooted in the Ancient Greek word ‘Sophia’ for wisdom and knowledge. It is sophisticated yet approachable and softens the complex symbolism in the branding. It is also reflective of the personal approach the hotel offers through its style of service and hospitality.
Truly intelligent design
Sophy is a brand that fully embodies the story of art, science, literature and music, backed with a strong system of design elements. The logo is an intelligent mark combining three universal symbols of wisdom: the triangle, known to symbolize thought process, the wise owl and the literary motif of a seasoned and sage whale.
Illustrations found throughout the printed collateral pieces were inspired by diagrams found in encyclopedias. We also created a compendium that showcased favorite reads from staff, must-hear music and recommendations on local galleries. The inserts are tucked in a custom leather portfolio, making for a stunning guest touchpoint.