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Proper Hotels

Project Details

Foundational branding and art direction for Proper hospitality group.
Proper is a design-forward hospitality group with hotels and residences in Los Angeles, San Francisco, Austin, and Santa Monica. We designed a logo and brand identity that captures Proper’s explorations of luxury. Architectural serifs and a graphic silhouette reflect this sensibility. Paired with a supporting type, we designed a signature refined brand experience—be it on a neon sign or gilded hotel stationery.
Branding & Identity
Logo Design
Art Direction
Proper logo overlayed on DTLA Proper lobby
Proper Hotels logo design
Selected pages from the Proper brand guidelines
Print pieces from the Proper branding
Proper hotel and signage in San Francisco
Proper hotel and signage in Santa Monica
Proper hotel and signage in Austin
Proper hotel and signage in Downtown Los Angeles
Proper logo on various pieces of collateral
Proper logo on various pieces of collateral
Proper logo in use on the web site and social media presence
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