The brand identity’s goal was to communicate the South House’s philosophy as a brand, more than a hotel. In order to achieve that, the focus was made on a diverse color palette and simple typography. The color palette consists of nature-derived oranges, greens, and greys — no vivid hues, what immerses in the atmosphere of silence and comfort.

The typographic logo is based on a sans serif type with a bed symbol in it. The symbol got expanded into corporate graphics — a line that navigates and decorates. The combination of serif and sans serif fonts in typography supports the brand’s sophistication and modernity, while minimalistic style highlights its authentic tone of voice.