THE MERCER
HotelNew York - 2025
︎Brand Alignment ︎Logo Refinement ︎Visual Identity Guidelines ︎Color System ︎Redesign Collateral Redesign
Summary
I was commissioned to realign and refresh the brand identity for The Mercer, an iconic boutique hotel in SoHo, New York. Originally designed by Pentagram, The Mercer’s logo and visual system were due for an update that would retain the spirit of the original while elevating its precision and relevance.The scope of work included:
- Logo Refinement: Removed “Hotel” from the original wordmark and meticulously refined the typography, addressing spacing, proportions, and balance to enhance clarity and elegance. Applied the same level of detail to the hotel’s signature “M” icon, ensuring both marks work seamlessly across applications.
- Color System Redesign: Developed an entirely new color palette inspired by the hotel’s interiors. Conducted on-site exploration of the lobby, guest rooms, and other key spaces to create a palette that feels authentically tied to the physical experience of The Mercer.
- Collateral Redesign: Applied the refreshed identity to a broad range of collateral, from stationery, coasters, and packaging to in-room textiles and amenities. The new system unifies every guest touchpoint with subtle sophistication and elegance.
Goal
The objective was to modernize The Mercer’s visual identity while honoring its legacy. By refining the existing branding elements, introducing an interior-inspired color palette, and redesigning signature collateral, the identity now reflects the hotel’s cozy yet sophisticated ambiance, rooted in SoHo’s design-forward culture.Client
The Mercer is a landmark boutique hotel in SoHo, New York, housed in a Romanesque Revival building from 1890. Known for its discreet luxury, loft-style interiors, and deep cultural ties to downtown Manhattan, The Mercer remains a cornerstone of refined hospitality.*This project was completed on behalf of &LANA, and collaborated with the &LANA creative team throughout the entire process.