One Luxury
One Luxury in Cologne puts together high-end travel, from five-star hotels to private jets, with a concierge round the clock. We turned the O in the name into a compass and set up the gold so that it shines out of any four-colour print.
- Services
- Combination mark
- Construction and final artwork
- Colours for four-colour print
- Business card
- Year
- 2015
Anyone booking with One Luxury expects someone to think ahead: the right hotel, the right flight, the transfer you no longer have to think about yourself. Here, luxury means orientation.
The brief was a sender that looks like travel and like high standards. We found it in the first letter.
The O becomes a compass: a ring, four marks for the cardinal points, the needle in the middle. You read the name and the journey is already in your head.
Plus craft you do not see but feel: the ring is a touch heavier at the sides and rises above the cap height. Like any well-drawn O.
- 01 / 04Round does not mean even. The ring is heavier at the sides than at top and bottom and rises slightly above the cap height. Only then does it look as round and as large as the N and E beside it.
- 02 / 04Four marks make an instrument. Four triangles sit exactly on the axes and point inwards. The letter becomes a compass, and it is still an O.
- 03 / 04The needle points north-east. Up and forward, the direction of every good journey. It fills two thirds of the inner space and leaves the ring enough air to stay an O.
- 04 / 04One stroke for three letters. Ring, N and E share one stroke weight, every horizontal is a shade thinner. The word stands calmly, and the compass waits to be discovered.
ONE carries the name, LUXURY sets the tone: a quarter of the height, with serifs, widely spaced. Luxury that whispers rather than shouts.
Together the two lines form a block that holds without getting cramped.
- 01 / 04LUXURY measures a quarter. Stacked four times, it makes the height of ONE. The name leads, the descriptor follows, and nobody wonders which comes first.
- 02 / 04Close enough to belong together. The gap to the line above roughly equals the cap height of LUXURY. A block with air that still holds together.
- 03 / 04Spaced by one stroke. Between the letters lies as much space as the stroke of ONE is thick. That ties the fine serif type to the clean line above.
- 04 / 04The E compensates. Its middle bar sits slightly above centre, dead centre would look too low. Nobody measures it. Everybody sees a calm E.
Gold on paper usually means foil or a special colour, all over again with every print run. This gold comes from a gradient and a fine, darker edge beneath each letter.
It gets by with any four-colour print and still looks embossed. On the first card and on every reorder.
- 01 / 04The name steps back. A warm, quiet tone for ONE. It leaves the stage to the gold and still reads well.
- 02 / 04Gold is a gradient. Light at the top, dark at the bottom, like metal under a lamp. A flat colour becomes a material you want to touch.
- 03 / 04An edge adds depth. Just beneath every gold letter sits a darker copy. You see it not as a line but as relief, as if the type were pressed into the paper.
- 04 / 04Gold from four inks. No special colour, no foil: the mark prints the same in any four-colour print and still shines.
On the front only the logo, with plenty of room around it. On the back name and contact details, and the website address shines along.
A card people keep, because it feels like the promise it makes.
- 01 / 03Only the mark on the front. The logo in the middle, nothing else. Whoever receives the card sees the brand first and then turns it over, curious.
- 02 / 03On the back, two edges keep order. The text starts on the left at one edge, logo and web address close on the right at a second. Gold marks what you should remember: the name and the address online.
- 03 / 03Two sides, one attitude. Calm on the front, order on the back, and on both sides most of the surface belongs to white. Luxury is also space.
Planning something similar? info@vertikahl.com