Paramount Hotels & Resorts

Contributed by Aimee Emerson of London-based & SMITH.

Paramount Hotels & Resorts identity
Motion/still shoot with Super Massive

Paramount Pictures have been making films since 1914 and they’re rather good at it. In fact they’re so good at it they found the time to launch their own hospitality brand — Paramount Hotels & Resorts. We developed the concept with the strategy team at Luxury Branding and designed an identity with a touch of cinematic flair.

Typefaces
Plantin regular and italic (for body copy)
Knockout Junior Bantamweight (for headlines)

Paper stock
Colorplan Ebony Gravure texture for all black stock (with gold foil block).
phoenixmotion Xenon for all white stock.

Timescale
The project began in November 2012 and was launched in March 2013 this year. We art directed a photo shoot in Cape Town at the end of January.

Paramount Hotels & Resorts identity
Vision brochure

Paramount Hotels & Resorts identity
Vision brochure

Paramount Hotels & Resorts identity
Vision brochure

Paramount Hotels & Resorts identity
Vision brochure

Paramount Hotels & Resorts identity
Business cards

Paramount Hotels & Resorts identity
Gift bag

Paramount Hotels & Resorts identity
Motion/still shoot with Super Massive

Paramount Hotels & Resorts identity
Corporate stationery

Paramount Hotels & Resorts identity
Website

Paramount Hotels & Resorts identity
Website

Paramount Hotels & Resorts identity
Website

Paramount Hotels & Resorts identity
Postcard set

Paramount Hotels & Resorts identity
Corporate stationery

& SMITH elsewhere on Identity Designed: Wild Lime Bar & Kitchen.

View more identity work on the & SMITH website. Follow & SMITH on Twitter.

8 responses

  1. I can’t say much about the design in an objective fashion but would want to comment on it from a matter of taste and style. I find it a little bit too showy and lacking subtlety to be as high-end as I believe it would like to be perceived. I think it would have shown more confidence by using smaller letters for the logo and not use gold and pitch black together as the effect is a little cheap in my book. Centered body text adds to this. This doesn’t rule out that it’s exactly the way the client wants – I’m just not especially drawn to it.

  2. ‘The stage is set’. Come on, this is the best copy they could come up with? It’s all a bit flat in my opinion.

  3. This definitely well done. Love the color choice and typeface that was used. It really captures what I can picture a hotel/resort from paramount. Especially since paramount has been around a very long time and continue to make amazing movies. I wonder what made the team choose black and gold over a different set of colors.

  4. The images create an air of luxury and mystique, which seems quite fitting for Paramount and is testament of the talent of the art director and photographer. But do you find the people there to be genuinly happy? Can we relate with them? Paramount and “the stage is set” doesn’t make me think of wealthy actors but of the often troubled characters in movies. So I have an expectation of turmoil awaiting them and see a dark under current – not the most pleasing idea when thinking of going to a resort. I might be overthinking this, though, but it shows that the identity stirs emotion and imagination.

  5. I’m with Christian on this one. Considering this is for a major film company it’s all a bit underwhelming. Where are the film stars, the glamour, the cameras, film sets, and all that? Isn’t that why you’d choose that kind of hotel in the first place?

    The pictures are lovely and it’s put together nicely, but it doesn’t make me want to book a few nights there.

  6. The color scheme and overall idea is beautiful. One of my favorite parts is the post card because it has light colors to balance all the luxurious black and gold. I would try to continue lightening the information pieces to become like the postcard, so that the resort doesn’t give off a brooding, dark feel but rather inviting with the luxury and mystery it was intending to portray. However, I love how simple and elegant the corporate stationery is because it gives off a more pensive, serious side without losing the lushness. I would also stick with warm hued photos for the information packets and website because they are more inviting than some of the other more blue toned images. These are all small things, but overall, this is some great work.

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