The name Feathers Hotel comes from the plumes present in the Prince of Wales crest. The rebrand of the Feathers Hotel pays homage to the origins of the hotel but discovers a unique graphic language. A mysterious and majestic bird relates back to the hotel name making the brand more instant while retaining the Prince’s crest. The new brand hails loosely from the days of heraldry and is fitting in the hotel brand genre. A further brand mash-up and a series of typefaces helps to create a contemporary fresh feel across all applications.