藝術商旅。
Making a hotel as a place for art.
Visual Identity of Artel Apartments Hotel
CLIENT : Artel Apartments Hotel
PROJECT SERVICE : Visual Branding
Brunswick(布朗斯維克)是澳洲墨爾本一個悠閒的多元文化區域，深受年輕且另類的人群歡迎，同時也因為是現場音樂表演、氣氛活躍酒吧和啤酒花園的絕佳去處而出名。
全新公寓式酒店品牌Artel，落成於Brunswick，顧名思義，Artel就是Artistic Hotel。作為其業務的第一站，Artel希望將Brunswick的藝術人文氛圍作為品牌文化融入於酒店服務當中，打破枯燥商旅公幹，讓酒店成為藝術陶冶之地。
Brunswick is a laid-back, multicultural area in Melbourne, Australia. It is popular with young and alternative crowds, and is also known for its great places for live music, lively bars and beer gardens.
Artel, the new apartment Hotel brand, was built in Brunswick. As the name implies, Artel stands for Artistic Hotel. As the first stop of its business, Artel hopes to integrate Brunswick's artistic and humanistic atmosphere as a brand culture into its hotel services, breaking the boring business trip and making the hotel as a place for art.
可靠外在 Reliable Outside
作為商務酒店的性質，其核心業務面對的客群始終是商旅人士，商旅人士出行目的性強，選擇酒店也注重效率和服務質素。
整個商標的概念從Artel的A開始，對稱的無襯線字形展現其商務屬性，構建鮮明穩重的形象，傳達出作為酒店本質角色的可靠和信心。同時，簡潔的線條輪廓、有力的造型符號，也有助於在繁多的信息之中脫穎而出。
As the essence of a business hotel, the core business of Artel is always facing business travelers. Business travelers travel with a strong purpose, the choice of the hotel should also pay attention to efficiency and service quality.
The concept of the logo starts from Artel's A, the symmetrical sans serif font shows its business attributes, reflects a clear and stable image, and conveys the reliability and confidence of the hotel's essential role. At the same time, the simple line contours and powerful modeling symbols also help to stand out in a wide variety of information.
隨性內在 Casual Inside
從A字內部伸展出來的自由圖形，代表著酒店內藏的自由藝術氣息，寓意在一成不變的商旅之中，會有意料之外的精彩發生。謹慎的輪廓中帶著一點破格的意外，這一種規矩與隨性的對比，將會給客人留下獨特的視覺印象。
The graphic stretched out from the A character represents the free artistic atmosphere contained in the hotel, implying that in the invariable business travel, there will be unexpected and exciting happening. The discreet silhouette with a bit of off-beat surprise, this contrast between formality and spontaneity will the guests a unique visual impression.
可延展性也是本設計需要考慮的範疇，讓其能足夠的百搭，便於營銷上靈活運用，融入於不同主題當中。
The ductility is also a category to be considered in the design of the logo, so that it can be versatile enough to be used flexibly in marketing and integrated into different themes.
延伸資料 External Links: