Maybourne Hotel Group, known for managing iconic luxury hotels like The Connaught, Claridge’s, and The Berkeley, has introduced a refreshed brand identity created with FutureBrand. This shift marks Maybourne’s transition from a behind-the-scenes corporate name to a globally recognized brand that offers luxury experiences on a broader scale.
The rebrand reflects the company’s rich heritage and its ambitions for growth. A key feature of the new identity is The Maybourne Illustration, a detailed artwork designed to tell the story of the brand’s legacy and its journey in luxury hospitality. Created with illustrator Martha Walmsley, the piece blends historical and cultural influences—from the elegance of London’s Mayfair to modern global inspirations.
The old logo’s simple, corporate look has disappeared. It featured geometric fonts and neutral gray tones, emphasizing professionalism over personal connection. The logo included “HOTEL GROUP,” underlining its business-focused image.
The new logo takes a different approach. It features an elegant monogram based on the letter “M” in a graceful, calligraphic style. The design reflects the timeless sophistication and custom experiences that define the company’s hotels. Subtle flourishes in the “M” mirror the curves in architectural details and décor across its properties.
Alongside the monogram is a custom wordmark designed with clean, modern typography. The font is sleek and balanced, with softly rounded edges that add warmth and a welcoming feel. The decision to drop “HOTEL GROUP” from the logo signals a broader vision beyond hotels to encompass a range of luxury experiences.
The color palette has shifted from neutral grays to a deep teal—a fresh take on British racing green. The rich hue reflects ties to tradition while adding a contemporary edge. Green suggests prestige and history, while teal adds vibrancy. The color complements the natural themes woven into the brand’s illustration, ensuring a consistent look across all materials.
The illustration is a storytelling tool with symbols celebrating the company’s diverse history. Art Deco-inspired butterflies nod to Claridge’s 1920s design, while Connaught’s signature martini glass pays homage to its renowned bar. Details like Sicilian lemons hint at Mediterranean influences, particularly in its Riviera properties. Together, these elements create a narrative that honors the past while embracing the future.
Beyond the logo and illustration, the rebrand touches every part of the visual identity. The updated typography, color scheme, and artistic elements create a cohesive, recognizable image—from digital platforms and print materials to hotel signage. The flexible design system allows each property in the growing portfolio to maintain its unique character while staying connected to the overall brand.
