Louvre Hotels Group's midscale brand has just designed a new calligraphic-style logo that expresses both the human and functional aspects of the brand.

The Tulip Inn brand, with 73 hotels in its portfolio (Louvre Hotels database), is mainly present in city centers and business districts. The brand's properties offer quality accommodation with simplicity. In redesigning its new graphic identity, the brand decided to emphasize the human aspect with rounded shapes and a calligraphy-style. The famous Dutch tulip has also been used to recall the brand's origins and gives the impression of evolving in a gradient colour scheme against a solid background. The use of a wide range of colours was also intended to illustrate the long list of possibilities that exist with Tulip Inn.

The new logo is currently being tested at the Tulip Inn Olympia in Addis Ababa, Ethiopia and will be rolled out on all communication materials and design elements of the hotel.