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“Mi Casa es Su Trapezoid”

(Est. 2003) “Casa Andina a Peruvian hotel chain founded in February 2003, focused on providing our guests with a travel experience. We integrate the particularities of each destination where we find ourselves from architecture, decoration, gastronomy, activities and music, thus offering our visitors a unique travel experience. Currently we have a portfolio of 29 hotels under the 3 brands: Premium, Select and Standard; Distributed in the cities of Tumbes, Piura, Talara, Chiclayo, Trujillo, Lima, Chincha, Nazca, Arequipa, Colca, Tacna, Cusco, Sacred Valley, Machu Picchu, Puno and Pucallpa. Throughout these 14 years of successful performance we have become the most important hotel chain in Peru, both in number of hotels and rooms. We are a team of approximately 1000 collaborators who share a passion for service, good vibes and love for Peru.”

Design by
IS Creative Studio (Lima, Peru)

Related links
IS Creative Studio project page

Relevant quote
Casa Andina means “Andean House”, the trapezoid shape recurs constantly throughout Inca architecture, which was repeated in doorways, windows and interior wall niches in temples and fortresses. A simple mark but also a clean system that allows the brand to show and contain mysterious landscapes, remote villages, archaeological sites, the Peruvian cultural wealth, both past, and present.

Images (opinion after)

New Logo and Identity for Casa Andina by IS Creative Studio
The trapezoid shape, a recurring element in Inca architecture.
New Logo and Identity for Casa Andina by IS Creative Studio
Logo.
Logo-as-window.
New Logo and Identity for Casa Andina by IS Creative Studio


New Logo and Identity for Casa Andina by IS Creative Studio


New Logo and Identity for Casa Andina by IS Creative Studio
Business cards.
New Logo and Identity for Casa Andina by IS Creative Studio
Stationery.
New Logo and Identity for Casa Andina by IS Creative Studio
Brochures.

Opinion
The old logo had a charming, slightly naive illustration of a house with a peak from the Andes in the back; not overly terrible but not good by any means. The wordmark was somewhat decent. The logo looked appropriate for a small hotel but not for a chain of hotels across the country, especially with part of its offering being on the high end. The new logo takes the trapezoid shape found across Inca architecture as its own icon and, perhaps, even if the relationship isn’t clear from the beginning, the icon sort of looks like an abode. The wordmark doubles down on the shape with all the “A”s having the same structure, which could have been a good idea if they didn’t clash so much with the rest of the letters. The stencil approach to the “A”s is also a little confusing and it doesn’t repeat again in the “D”, where it could have helped unify the letters. The icon is somewhat large in relationship to the wordmark but I do appreciate its monolithic presence as the ancient structures around Peru sometimes feel intimidating in that way. While the shape lends itself well for the logo-as-window approach I wish there was something more to the images inside than straight-up photos; I’m not exactly sure what that would be, but I feel like this is missing one layer of concept. Overall, an improvement for sure that gives the hotel chain an aesthetic more in tune with boutique hotels around the world.