Vilar: A Modern Take on Tradition

Revitalizing the Brand Identity of Hotel Vilar America

Granada, the Creative Director and Designer, drew inspiration from the hotel's core values of union, family, and service. To infuse a sense of movement and evolution, he incorporated concepts of cyclical patterns and infinity. The design also pays homage to pre-Colombian friezes, adding a versatile and modern touch to the brand.

What sets this design apart is its ability to seamlessly blend tradition with a contemporary aesthetic. Granada's vision for Hotel Vilar America is to position it as a leading player in the hospitality industry, ready to embrace the next decade with a fresh, clean graphic language.

The logo and brand design were meticulously crafted using vector graphics, ensuring that they can be resized for both print and digital outputs without compromising image quality. This technical feat allows the design to maintain its impact across various mediums.

Granada's team utilized Adobe Creative Suite and Apple MacBook Pro with Retina Display to bring the design to life. The result is a visually striking logo that captures the essence of Hotel Vilar America's transformation.

Since its completion in March 2019, the redesigned brand has been incorporated into all communication and marketing materials produced by or for the hotel. Whether it's an in-house production or a third-party designed product, the design seamlessly integrates into the hotel's visual identity.

The project, which began in December 2018, required extensive research and exploration. The original logo was based on the hotel's values of experience, quality, cleanliness, and good service. The re-design aimed to reflect the hotel's evolution and projected changes, incorporating concepts of cyclic, kinetic processes and constant movement towards infinity.

To achieve this, Granada and his team sought inspiration in pre-Columbian friezes. They abstracted and integrated these graphic elements with the original symbol of a handshake from the previous logo. The result is a clean, simple, and versatile visual alternative that conveys a modern graphic language.

The design journey was not without its challenges. The primary obstacle was finding a way to communicate the hotel's evolution without hindering brand awareness and recognition. Granada successfully navigated this hurdle by striking a delicate balance between preserving the hotel's established identity and introducing new elements that reflect its forward-thinking approach.

Vilar, created by Pablo Prada Granada for Hotel Vilar America, is a testament to the power of design in revitalizing a brand. The logo's concentric graduating green shapes, reminiscent of a Mobius strip, symbolize change and evolution while retaining elements that have proven successful. It is a harmonious union of the past and the future, positioning Hotel Vilar America as a forward-looking organization.

This exceptional design was recognized with the Bronze A' Design Award in 2019. This prestigious accolade is bestowed upon designs that demonstrate outstanding creativity, resourcefulness, and technical skills. Granada's design not only contributes to the improvement of quality of life but also makes the world a better place through its incorporation of best practices in art, science, design, and technology.