Designing Your Brand Identity

Hello and welcome to Direct Moi. Today’s topic is about Designing Your Brand Identity — how your visuals reflect your story and shape guest perception.

After defining vision, values, and a clear Unique Value Proposition, Founder B knew that Company A needed to look the part. In hospitality, first impressions aren’t just made in person — they begin the moment someone sees your logo, your colors, or even the typography on your website.

Founder B thought about this carefully. What do I want guests to feel before they ever step into our hotel or book a table at our restaurant?

For Company A, the goal was immersive Parisian hospitality — guests feeling like locals, not tourists. That vision had to shine through the design.

The logo wasn’t just a symbol. It became a story. Instead of something flashy or generic, it captured a sense of elegance and belonging — a subtle mark that whispered “you are home in Paris.

Colors mattered, too. A hotel might use deep blues and golds to suggest luxury and trust. A restaurant could choose earthy tones to express warmth and authenticity. A tour agency might lean into fresh greens and sky blues for discovery and adventure. An event company could adopt bold, celebratory colors that say: “this is where memories are made.

Typography — often overlooked — played its part as well. The font chosen for Company A wasn’t just readable, it carried personality. Sleek and modern fonts might say efficiency and innovation, while classic serif fonts suggest heritage and timelessness. For hospitality, typography sets the tone of the brand before a single word is read.

Founder B realized that visuals are not decoration — they are communication. Guests may not consciously analyze a logo or font, but they feel it. They instantly form a perception: Is this trustworthy? Is it welcoming? Is it luxurious, adventurous, or authentic?

When the visuals aligned with Company A’s vision and values, everything clicked. The brand felt consistent. Guests who saw the website, brochures, or even a business card already felt part of the experience before stepping inside.

The lesson? Designing your brand identity isn’t about what looks “pretty.” It’s about what feels true. Your visuals are the silent language of hospitality — shaping emotions, building trust, and inviting guests into your story.

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