ROSE & COMPASS
Sheraton Hotel restaurant re-branding & logo
When the Portland Airport Sheraton launched a major renovation in 2017, re-creating the hotel restaurant was a high priority. Lobby and restaurant would be re-designed in mid-century-modern style, and the new logo design would need to reflect that. Design inspiration came from those early ’60s, filtered through a contemporary aesthetic.
The “Rose & Compass” restaurant name is a nod to the Rose City, and to regional explorers like Lewis & Clark. Locally sourced beverages and ingredients would be the stars of the show.
After the logo, menus were a major focus of the project. We decided to tell the restaurant’s local-ingredients story by designing a light-hearted food map for the back of each menu. As visitors order, fresh off the plane from who knows where, they immediately develop a sense of connection with the hotel, and the food culture of the Pacific Northwest.
A related logo design for NorthStar Lounge, the restaurant’s new exclusive room available for private events and parties. Pictured below are logo and interior sign designs.
Brand identity guide
Sample pages from the basic brand identity guidelines package. Every branding client receives one of these, along with the complete set of digital graphics for all print and online scenarios.