Millers64 is one of the hottest boutique hotels in Edinburgh, Scotland, and it’s easy to see why. This hotel boasts Asian minimalist furnishings with sumptuous Old World European comfort. In homage to the locality, traditional Scottish breakfasts are served using the best of local ingredients and flavours. However, these aspects are not the only thing making Millers64 such a rousing success. This tiny hotel has a professional brand and logo that would make the Hilton jealous.

First, this hotel has a simple colour palette that is reminiscent of the earth. The brown of the logo is clean and modern without even a touch of muddiness. Although it isn’t seen in this logo, a light green is used in some aspects as a complementary colour. The calm feeling of green with the earthy brown creates a relaxing, down-to-earth feeling for this small bed and breakfast.

The logo of Millers64 sets it apart from the many inns and hotels in the Edinburgh area. The writing is in a sleek, modern font without serifs. It is neither newsy nor romantic, but rather sophisticated and uncomplicated. A line separates the ‘64’ from this word, which is notable as in all communications these two elements are written as one word. The numbers are in a circle, which is a shape that is inclusive and friendly. This offsets the otherwise harsh and austere image that the rest of the logo would invoke. The numbers are written in a simple font that matches that matches that of the lettering. The circle appears to resemble a classic address sign or room number that would be seen in a luxury hotel, adding to the overall charm of the hotel logo.

While this logo is extremely simple, it shows many of the best practices of logo design. First, shape is used to communicate a message, in this case a circle. Colours invoke emotion, in this case a sense of connectedness to the native soil and peaceful relaxation. Because many visitors to boutique hotels are seeking these very elements, this is an effective message. Last, the logo obeys the basic design principle that ‘less is more’. The logo is simple, memorable, and unlike any others in its area or field.

A simple logo is not just memorable; it is also more likely to withstand the test of time. This logo likely will not look dated in a few decades, as it has no whimsical or trendy elements. The colour palette is decidedly modern, but still avoids being overly chic. In having this logo designed for their hotel, the owners of Millers64 have set themselves up for decades of meaningful use while sparing themselves the time and expense of continuous rebranding.

In the UK, boutique hotels seem to pop up on every corner and fold just as quickly, but Millers64 is poised to become a fixture in Edinburgh. The logo sells the hotel in a quiet but undeniably strong way. This mix of style and substance, simplicity and luxury, is sure to draw in travellers looking for a quiet and comfortable place to connect with Scotland.