Construct’s extensive and ongoing design programme for this luxurious English institution expresses the hotel’s Art Deco heritage, timeless glamour, and uniquely attentive form of traditional English service. The new identity created by Construct is an evolution of the hotel's established identity: the crest has been redrawn and a refined version of the typeface SangBleu (Blue Blood) has been introduced for the logotype to express the hotel’s heritage with elegance and restraint. This refined identity is contrasted with a bold and opulent brand palette inspired by the hotel's architecture and features. The Art Deco-influenced palette includes strong black and white chevrons and geometric patterns, contrasted with a fresh jade colour inspired by the original Art Deco bathrooms in the hotel. Construct have already designed more than 200 applications for the hotel, from carrier bags to rocking horses, and menus to umbrellas. One item, the silk kimono for suite guests, has already been identified as an heirloom piece by Liberty and the V&A.