Hemingway’s Collection boutique hotels have attracted guests for more than thirty years with an atmosphere of Kenyan exoticism and a level of luxury in East African hospitality. The group has unveiled an updated logo, marking a move toward a fresher, more contemporary image while maintaining a respectful connection to its origins.
The update was entrusted to the London-based studio Greenspace. The team began by rethinking the collection’s overall concept and visual language. The new logo continues the palm motif, a symbol long associated with Hemingways. In the previous version, the palm fronds were composed of numerous dots, making them difficult to perceive and fragmenting the image. In the new interpretation, the branches have adopted a calmer, more natural shape. The outlines of the leaves resemble screwdriver tips, making the icon appear more realistic. The level of detail remains high, though at small sizes, some fine elements may be lost, so further refinement of the form may be possible in the future.
Changes also affected the layout. A noticeable amount of negative space now separates the palm and the Hemingways name. In the earlier version, the symbol and text sat too close together, while the new spacing feels excessive. Despite this characteristic, the combination of the icon and the wordmark appears more balanced than before.
Greenspace also revised the typographic component. The Hemingways name is now set in the sans serif typeface New Reason Medium, designed by Miles Newlyn. The typeface looks more contemporary than the previous one and includes details that reference mid-twentieth-century aesthetics. These elements suggest a subtle connection to the era of travel, adventure, and resort luxury. For the word Collection and the names of individual hotels, the serif FK Roman Standard is used.
The brand update reflects Hemingways’ core approach to high-end tourism. Each stay is treated as a personal experience with emotional value. The motto “Always original. Always individual” emphasizes rejecting templates and focusing on unique guest experiences.
Alongside the visual changes, the group announced an expansion of its geography. New locations in Rwanda will be added to the existing properties in Kenya. This step strengthens Hemingways Collection’s position and reinforces its image as one of the most authentic and distinctive hospitality companies in East Africa.
