Umbra is a boutique hotel located in Capitol Hill in Seattle, WA. It is inspired by darker influences such as occult and heavy metal but with a softer approach. Umbra’s target audience is those who are 25-40 years old who want a unique experience while being in the heart of Seattle’s nightlife at a mid-to-upper price point.
Since the decore of the hotel is eclectic and has a lot of black, Umbra’s branding stayed minimal and uses colors that felt gloomy but still stood out. I created a cohesive system that kept the hotel guests’ experience at the forefront.
Umbra’s logo set utilizes many typefaces to represent the eclectic and edgy interior of the hotel. This also makes the logo responsive to best fit different placements.
Umbra’s logo set utilizes many typefaces to represent the eclectic and edgy interior of the hotel. This also makes the logo responsive to best fit different placements.
