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You may remember the Bricklayers Arms, a pub on London’s posh West End’s New Quebec Street. Since the establishment was closed, we have been watching to see what pops up in its place. After, a prime position such as this does not stay vacant for long.

The new inhabitant is The Grazing Goat, a hotel with an interesting name and an even more interesting brand. Filled with pale wood panelling and leather furniture, this hotel feels as luxurious as its address. Moreover, it has a UK hospitality logo design and brand that will set it apart from the many competitors in the area.

The logo design features a goat herd’s crook with a scroll bearing the hotel name in rather traditional upper case letters with serifs. Behind the scroll is a detailed line drawing of goats, grass and other traditional symbols. It is rather complicated as far as logos go, but the design is traditional and upscale at the same time, representing the overall brand of the establishment. There are numerous little details that make the design feel somewhat Victorian and old-fashioned, like a carving or an old picture.

The hospitality logo design is mostly in simple black and white, with a dark red lettering that provides the only true colour of the image. You can see how we created a stunning new identity for a London property developer using the principle of simple color usage.

The logo design represents not just the hotel, but the pub and restaurant that are on the ground level. Much like the logo, the pub is airy and has a rich, posh feeling. In addition to aged leather seating, there are numerous antique furnishings; the table next to my chair was a wheeled meat trolley from Smithfield.

Despite the rich branding and atmosphere, the Grazing Goat’s food and drinks are very reasonably priced, similar to that you would pay at any West End pub.

The Grazing Goat was planned and decorated by Cubitt House, a partnership of two property developers. They also own pubs, so they know what kind of atmosphere and branding works for these establishments. So far, the group has had very good luck with their ventures, which bodes well for this new hotel and pub.

This feels like a traditional upscale men’s club but costs far less. If you are in the area, you should pop in; it’s a nice place to have a drink even if you don’t care a whit about design. It is rather small, with just eight hotel rooms available. However, this can make for a quieter hotel stay and more personalized attention; who would complain about that?

If you are running a business in the hotel industry, especially in a larger UK city such as London, then branding and logo design is crucial to success. You need to show in a visual way that your establishment is different from the many mediocre hotels in the area. Moreover, you need to represent a brand that will entice visitors from all over the world. The oddly named Grazing Goat has a personal feeling and a distinctly British flair to both its location and its brand, which will help the business to succeed. How does your UK business brand measure up?

Mash Bonigala

Mash B. is the Founder & Creative Director of Logo Design Works. Since 1998, Mash has helped thousands of businesses express their brand messages through creative and award winning logo designs.