The Groveland Hotel is an Historic Inn of Groveland, CA that dates its construction back the the Gold Rush era.
The hotel recently came under new ownership and the new owners are working to revive and rebrand the hotel in a way that befits its adobe construction and California-Mexican influences of the era in which it was constructed. The owners, while preserving some aspect of its Victorian heritage, are bringing forward a more rustic and less embellished homage to this historic establishment. Aesthetically, there is a move away from the embellished, lathed, and decorative trappings of the hotel’s previous iteration to uncover an aspect of its history that is simple, rough-hewn, but also elevated with a touch of class.
To escape the trap of using ‘Gold Rush’ or ‘Western’ typography, I chose to select a font that shares similarities with mono-thick wood-cut or lead type fonts, without the embellishments most people associate with ‘Gold Rush’ or ‘Western’.
I then modified the font, bringing in some serifs and some slant to the crossbar of the ‘A’ to mimic slightly the embellishments of fonts that may be tagged ‘Western’ or ‘Gold Rush’.
During the iterative process, my client shared with me a Victorian-era key that she loved that belonged to a hutch in the hotel. A version of the logo incorporating a key started to emerge and seemed a natural fit as the image of a key evokes the idea of a Hotel.
The color palette we chose is based off of the color that the hotel will be painted which pays homage to more traditional abobe architecture, preserving the Mexican-California feel.
I created a brand package for this client that included colors and typography as well. You can find the style guide here.