The logo for The Spirit Safe should reflect an up-market, sophisticated place to meet friends. The Spirit Safe is a "lounge" in a new high quality boutique hotel in the heart of Speyside, Scotland. Scotland's Whisky heritage is a key element of the brand being portrayed. Traditional values should shine through whilst appealing to a younger demographic.
Key elements to consider:
1) Sophisticated, up-market venue
2) Must reflect Scotch Whisky Heritage
3) Iconography and Typography style critical that it can be split and recognised independently. Critical that the icon will fit in a circular screen as shown in the attached file.
4) Illustration (or elements) of the actual spirit safe welcome to be included in icon
The centrepiece of the room will be a physical "Spirit Safe" (https://en.wikipedia.org/wiki/Spirit_safe) made from traditional materials that will be running constantly in the same way it would in a whisky distillery. Incorporating a stylistic view of the spirit safe into the logo would be welcome. Images of the safe are shown in the attached file.
The logo must incorporate a Scottish/Celtic theme with iconography reflecting the heritage of Scotch Whisky, perhaps with specific use of The Spirit Safe in the icon design. Please refer to the attached file for background information and context images.
The rear wall of the room will be a Wall of Whiskies to allow our guests to sample.
The feel for the facility will be traditional, yet contemporary with soft furnishings aimed at stimulating conversation.
Hotel guests will use The Spirit Safe for morning coffee and a place to relax whist reading the newspaper, as well as being the perfect area to unwind after a long day exploring the beauty of Speyside's world famous Whisky Trail.
The Spirit Safe will also be the perfect venue to meet friends before a meal experiencing the fine-dining on offer in The Station Hotel. It will also be a place for locals to socialise informally with groups of friends.
An existing brand identity has been developed for The Station Hotel and "Toots" cafe bar and bistro. Examples of the current brand hierarchy is shown in the attachments. The use of purples and regal colours was chosen specifically to reflect the up-market nature of the hotel. This competition is focussed on creating an identity for The Spirit Safe that separates the identity of the hotel and cafe bar from The Spirit Safe lounge. It should be recognised as different and bring with it a distinctive appeal.
Some specific uses of the logo are that it needs to fit into a circular screen for physical placement by the room windows. An example from the Cafe Bar and Bistro is shown attached. It is expected that the iconography and typography would be split and the text would be produced on a wide panel below the main icon which would be in the circular section. This can be described in more detail if needed.
Delivery would be expected to include colour and mono versions for various graphic applications, including print and digital.
An additional sub-branding element “Speyside” below the logo would be good to see as an example that can be used as an optional element. This should not form part of the main logo.
For reference, the attached document shows images of the lounge as-is during the construction phase.