The objective was to develop a vibrant and professional logo which signifies fun, playfulness, freedom, as well as first-class service. The result became a logo which was not only very unique to any of the competitors, but instantly represented the business and its values. The logo communicates the fun and the energy of the business without losing its trust and responsibility.
The hat of a bellboy instantly signifies a hotel, and a first-class service. It also sets the scene of a high standard hotel where one would find bellboys. The concept of freedom is conveyed by the open strap and hat's skew angle. The skew angle also signifies playfulness. The dog's face with its tongue out communicates happiness, freedom and playfulness.