BEI was conceived as a boutique hotel that embraces co-living and co-working concepts. The design brief called for an international China boutique hotel brand to appeal to globally-minded people within the entrepreneur community.

Stepworks created a bilingual wordmark design uniting the Chinese character of BEI (北) harmoniously with the typographical form of the English word. 

The design treatment presents an element of discovery – it’s intended for the observer to discover the hidden character. An element of discovery aids memorability and adds story value.

The logo design was applied to hotel properties in Beijing and San Francisco, where the hotels were first launched.

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