Johnson Hospitality — Joseph W. Bulger

One of the Johnson Hospitality hotels beside the 3D building mark, the J and H set into its two faces — The concept: a hotel is a three-dimensional structure, so we drew one in perspective and set the J and H into its faces, making a mark unique to Johnson Hospitality, drawn from the properties in their portfolio.

Version 1.0 alternate lockups in the original lighter blue — Version 1.0, in its original blue, set in Bitstream Charter, a 1980s face rooted in an 18th-century serif, chosen to stay legible at every size from business card to signage. Alternate lockups accompany the primary logo for tighter spaces.

A sans-serif study, a Franklin Gothic variant, offered as a traditional-but-not-modern alternative. Drawn around 1900 and named for Benjamin Franklin, it's about as old-school American as a sans-serif gets.

An alternate concept: the J and H as buildings rising from abstract valley hills — A second concept looked past the building to the place. Danville sits in the San Ramon Valley, so here the J and H rise from the hills as hotel buildings.

The isometric construction grid behind the valley concept, with the J and H buildings drawn in 3D — Every building in the valley concept was constructed on a 3D isometric grid.

A more literal valley interpretation using a mountain silhouette — A more literal take on the valley, trading abstract peaks for a mountain silhouette.

The navy primary color palette: PMS 540 with 75%, 50%, and 25% tints — The client felt the blue ran weak, and we agreed. The identity moved to a deeper, more confident navy, PMS 540, with a tint scale built in 25% steps.

Johnson Hospitality's navy set against competitors Interstate, PHR, and HHM — Against the hotel-management field (Interstate, PHR, HHM), navy signals the category, while the dimensional building mark sets Johnson Hospitality apart.

The final identity in its full lockup family: primary, horizontal, and compact — The finished identity and its lockup family: primary, horizontal, and compact, ready for use at any size or space.