Living in the now
Signature by M Village new logo and visual identity X NAR8
In 2023, Saigon's dynamic hospitality scene was invigorated by the introduction of Signature by M-Village, launching initially with two strategically placed locations. This sub-brand, an evolution of the acclaimed M Village serviced apartments, translates the spirit of contemporary, shared living to the lifestyle hotel sector. Signature by M-Village presents itself as a refined hotel experience, maintaining a unique identity that still echoes the broader ethos of the M Village brand. Aimed at engaging a young and discerning clientele, this venture marks a deliberate shift, broadening the brand’s appeal and offering an elevated lifestyle experience.
Behind the new face of Signature by M-Village was the NAR8 team, the original creative force behind M Village. Challenged with charting a fresh course, they skillfully delivered a brand identity with a unique voice and persona, resonating deeply with Vietnam’s new generation of globetrotters. Millennials and Gen Z, who form the vibrant core of Vietnam's economic progress, seek out travel experiences enriched with personalization and intrinsic value — a demand that Signature by M-Village is poised to meet.
More than just a place to stay, Signature by M-Village embodies a premium lifestyle hotel that extends the philosophy of M Village into a sophisticated context. It offers guests a chance to engage with the present moment, to 'live in the now,' surrounded by culturally rich narratives unique to each hotel location. Whether it's the Japanese culinary journey at Signature Le Thanh Ton or the artistic ambiance of Signature Hai Ba Trung, the initial locales of the Signature brand, the essence of Saigon is woven into every aspect, crafting an authentic experience for every guest.
The NAR8 team expanded upon the design and visual identity system for Signature by M-Village, creating a brand image that strikes a balance between sophistication and accessibility. This was achieved by blending contemporary aesthetics with cultural elements, resulting in a visual identity that meticulously communicates the brand's unique positioning and ethos.
The logo, a wordmark composed entirely of uppercase letters, is both simple and striking. The subtle adjustments to the 'I' and 'T' infuse the brand with personality, while the typeface's clean lines and even spacing ensure universal legibility, whether on street facades, digital displays, or printed materials. This minimalist yet modern approach to the logo reflects the brand's dedication to precision and excellence.
Signature by M-Village's color scheme has been thoughtfully developed to align with its sophisticated brand identity. It retains the iconic orange of the parent brand but introduces a blend with black, supplemented by a range of darker tones for the secondary colors. This palette not only sets Signature apart from M Village but also emphasizes the new brand's premium and sophisticated character.
The typography for Signature by M-Village is a key element of its identity. The modern, crisp typeface with sharp edges conveys neatness with a subtle edge of rebellion, mirroring the brand’s contemporary yet unique hospitality approach. The use of uppercase, lightweight fonts for headlines, contrasted with heavier weights for body text, creates a clear hierarchy, ensuring that the brand's messaging is both elegant and impactful. New iconography for Signature by M-Village complements its sleek design language. Drawing inspiration from the logo, these icons incorporate abstract lines and hexagonal angles, contributing to a cohesive visual narrative. Each icon embodies the brand's modern and sophisticated identity, enhancing the brand’s visual communication and aligning seamlessly with the new typographic approach.
A distinctive feature of the brand's visual identity is the use of vertical line patterns. This abstract geometric pattern, with vertical stripes of varying thicknesses, is presumed to symbolize the dynamism of the younger generation and may also be an artistic homage to the architectural inspirations behind the brand. Utilized across various brand touchpoints, these patterns add balance, harmony, and connection to the visual system, whether used as standalone decorative elements or in combination with other design components.
The visual identity crafted for Signature by M-Village serves as the core of a holistic branding system that interlaces with every aspect of hotel operations. The design's intent is evident in every guest interaction, ensuring that from the moment they enter their rooms, they are enveloped in the Signature experience. This level of detail reinforces the brand at every turn, ensuring that every touchpoint reinforces the identity of Signature by M-Village.
Colors play a strategic role in branding materials such as menus and guides, while a carefully chosen array of welcome package items deepens the guest's engagement with the brand. Additionally, personal care products like shampoos and grooming kits are presented in elegant white packaging with Signature's distinct patterns and clear typography, transforming everyday amenities into elements of a luxury narrative rich with cultural depth.
Understanding the importance of a digital presence, Signature by M-Village tailors its online interface for a young, tech-savvy audience. The use of dark colors creates a bold statement against the lighter online identity of M Village, ensuring that the digital experience is as memorable and impactful as the physical, and resonates with the aesthetic preferences of Millennials.
All in all, the NAR8 team has skillfully crafted a brand that resonates with the spirit of young, city explorers. Signature by M-Village distinguishes itself in Saigon's vibrant hospitality scene with a consistent visual identity and intentional brand applications. More than just its striking appearance, the brand offers a culturally enriched experience in tune with the local vibe and contemporary travel desires. Signature by M-Village is more than a hotel—it’s a portal to a lifestyle, inviting guests into a story as dynamic and spirited as Saigon itself.
Credits:
Project Team: Trung Nguyen, Thong Nguyen, Quynh Doan, Huy Nguyễn, Huy Vo, Ngọc Trần, Nhi Nguyen | Partners: BODC (Architecture)
