DAY7 Hospitality Group

Of four concepts, the client liked the 7 built into the name and asked for a text-forward logo.

Two questionnaires covered the market, competitors, audience and visual taste. Our style proposal recommended a middle ground between the classic crests common in hospitality and the cold, geometric marks of tech companies. We then drew four concepts for the group's first name, 7th Days: a sun of seven rays with the seventh picked out, a seven-pointed star, and two stylised 7s. The client found the sun too close to a corporate pharmacy and the star too familiar, and liked the large 7 joined to the name. The request that followed was a cleaner logo, led by the name itself, with any symbol kept subtle.

When 7th Days became Day 7, we drew the Y and the 7 as one shape.

We drew wordmarks in two styles, an upright sans and an oblique serif. Partway through, the group changed its name to Day 7 Hospitality Group. Reversing the order left a wide gap between DAY and 7, so we merged the arm of the Y into the stroke of the 7, in both styles. The client chose the oblique serif and asked to see more space between DAY and 7. We advised keeping them joined: the joined form reads as one logo, and the shape of the 7 already separates it from the letters. The client agreed.

The client chose a red close to orange, which became chilli red across the system.

We showed four palettes: a soft sky blue, a salmon red, a deep blue-green and a red closer to orange that recalls a sunset. The client chose the last, saying red and orange stand for passion, relaxation and determination. Chilli red leads three primary reds, with four greys behind them, and Gilmer Bold and Regular set the type. The guideline covers the logo with and without its strapline, four colour versions, the clear space and a 120-pixel minimum width. Business card templates followed, set up so the team can add each person's details and send them to print.