Summit up in one icon
Though Dubai’s Summit Hotel may offer mid-range prices, they aren’t one to go short on luxury. Definitely, their brand identity had to showcase (and add to) the 'premium look’ of the hotel. So Punch set out to create an expression for them that was not only anointed with opulence and but offered visual design economy even.
From the brand name itself, we mined out an icon that represented the word ‘summit’ - literally and metaphorically. And after little tinkering, the icon revealed to us a unique design ingenuity which could evolve and procreate itself on every other brand application.
To carry it further, we built on the design with appropriate colours and typography. And finally, we delivered an end-to-end identity design that stemmed from this single icon.