Posadas, one of the leading hotel groups in Mexico, launched the new corporate identity of their flagship brand in 2015, Fiesta Americana hotels. The launch event took place at the first hotel to use this new brand, in Cozumel.
The new identity is a modern redesign of this well known 5 star brand, created to project not just its essential values but also its services typical of first class hotels: the commitment and constant attention to the guests in order to make their stay an extraordinary and unforgettable experience.
The first reading of the symbol is obviously that of a ribbon but the principal inspiration for the form is an analema, the very specific curvature - that resembles an infinite loop -that is seen observing the sun from the same place, at the same time, for a year.
The colours pay homage to the concept of what a first class hotel offers: the orange tones reflect as much the beauty of a sunset as the warmth of the services; the white tones evoke the sands on the beach as much as the tranquility and gloss of the hotel installations. However, in order to be flexible the use of the corporate colour may change according to the destination of each hotel. Additionally, the symbol subtly incorporates both the letter “f” and the vowel “a”, in both upper and lower case.
The visual narrative developed for this identity is based on the idea of a ribbon, clearly linked to the symbol, which permits a subtle, ethereal, warm and elegant language style, expressing the essence of the brand: the warmth and flexibility that make us feel enveloped in personalized high quality attention.
The corporate typography is Argo, designed by the Dutch typographer Gerard Unger for Dutch Type Library. It is a modern typeface full of personality, and perfect for communicating any type of message.
The new brand will be rolled out eventually across the 17 hotels that belong to Fiesta Americana, a total of more than 4,500 rooms. The remodeling is expected to be finished in 2017.