Logo and visual identity for IHGMS
Education and research
Visual identity and brand design
Graphic design and illustration
The project
IHGMS was established as the educational brand of Hotel Cullera Holiday, with a proposed programme in gastronomy and restaurant management. Archicercle designed its logo and visual identity, drawing on the hotel's setting in a coastal town between the mountains and the sea.
The educational programme envisaged a master's course with fine-dining professionals, covering both gastronomy and methods for managing a restaurant. The identity needed to represent this educational activity without being mistaken for a restaurant brand.
The starting point was to avoid the knife and fork, motifs the studio identified as recurring in brands within the sector. Instead, the design turned to the surrounding landscape as a point of distinction. The mountains and sea provided the conceptual reference for the logo and its graphic language.
The logo presentation combines a red circular symbol, white undulating lines and the school's name in a serif typeface. Red and white also run through the applications presented: stationery, cards, folders and a vertical display. These pieces carry the identity across different formats, with the symbol as their common element.
On the vertical display, the logo is accompanied by red forms referencing the mountains and sea.
The stationery presentation brings together different applications of the same red and white identity.
Processes and materials: fabrication services · available materials · studio machinery.
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