This is a branding project for The Capitol Hotel Tokyu which opened in October 2010, as the new flagship of Tokyu Hotels, which is one of the major hotel chains in Japan. With foreign-capitalized hotels successively opening their branches, The Capitol Hotel Tokyu was in need to seek for its own unique brand identity and started this project.
The logo symbolizes a phoenix, which is said to keep reviving and evolving forever. It represents the brand vision "Fueki-ryuko", one of the principles of Japanese haiku poetry meaning "constancy and change", and reflects the hotel’s promise to offer heartfelt relaxation, as a phoenix is also said to be a sacred bird representing peace. Gramco provided total support from conception, VI development, and brand style development to application design and even internal branding process, etc.