Our visual identity​​​​​​​​.

Issue
After launching our new brand platform Rest easy, our brand guidelines, visual identity and TOV needed an overhaul to mirror this new direction and campaign.  

Insight
A brand book or brand style guide acts as a key document to help create a strong brand identity which then allows content creators to communicate consistent messages and design standards to our audiences. It offers a cohesive understanding of the Premier Inn design world and how it’s used and rolled out across the business in a variety of platforms.  

Idea
We created this brand book to give everyone a better understanding of the Premier Inn brand, what we mean when we say ‘Rest easy’ and how our personality comes to life. It includes everything from basic principles, logo lockups and sign-offs, approach to typography and brand colour palettes to tone of voice, iconography, how we use photography and more. 

Impact
Our brand style guide continues to clarify what our business stands for, our purpose, personality, and our values. Most importantly, it facilitates us to connect with our audiences in the most authentic way possible.