Motto by Hilton
— Brand Identity
Motto is Hilton’s new hotel brand that speaks to the knowledge and taste of the modern traveler. It offers guests exactly what they’re looking for without any fuss to allow guests to make their experience their own. The brand's visual identity needed a logo and design system that could scale on a global level while still conveying the local expertise and flexible design of Motto.
It was important to Hilton that each Motto hotel have its own local personality while still belonging to the brand, so we created a logo system that included city-specific icons and colors while still ensuring the system functioned within the brand as a whole.
Sarah Wasley— Design & Art Direction