Waldorf Astoria

Branding a Luxury Experience

Waldorf Astoria Hotels & Resorts combine breathtaking surroundings and legendary personalized service. Each luxury hotel is a classic in its own right, known for its inspiring architecture and authentic history. Each one has its own distinct personality and allure.

Working with David Fikse of Insight, together we created an elegant trademark worthy of the Waldorf Astoria brand. Called the Waldorf Astoria Collection, we researched the original trademark and decided to keep the trademark laurel wreath but imbue it with a contemporary expression.

The new Waldorf Astoria trademark was applied to all forms of the hotel's communications, from advertising, to websites, collateral, and stationery.

Discovery
Trademark Design