Whitebridge Hospitality is a relatively new company. It was formed from the London hospitality division of Cushman & Wakefield, which unmerged from the parent company to form the new business. The split occurred last spring, but the new brand is only now being unveiled. So far, the break seems to be friendly, with the two businesses now sharing a non-exclusive referral contract.

As a global real estate brokerage and consultancy, Cushman & Wakefield manages and consults with hotels and other hospitality businesses throughout the UK. However, the corporation works not just in the UK but in Italy, Russia and Czech Republic. Because London is a hot market for this business right now, the London division that has left to form a separate business that will remain ties to the parent company. Whitebridge Hospitality specializes in upscale properties; they are brokering leases for London’s new Heron Tower, for example.

Because the hospitality businesses that the company manages are upscale by nature, an upscale logo design is needed as well. The new logo design, however, is more bling than luxury. It features a W turned on its corner, so that it could be seen as either a W or a B without its backbone. This icon is interesting and clever, but its fill is less so. The image is rendered in silver with a gradient suggesting a bright light shining upon it. The name of the company is written below in a deep, rich blue, with the W and B matching the shape of the image. Luckily, there is no gradient in the rest of the logo design.

The company is positioning itself as a way to make ‘ambitious dreams a reality’ for its upscale clients. However, the reflective light on the image is just a little too much. Gradients and three dimensional light can work for certain brands, but in this case they combine to create an urban, hip-hop feeling that is likely not the impression that Whitebridge Hospitality wishes to create. Because the rest of the logo design is balanced and attractive, we suspect that the logo will be toned down to an even-coloured matte once the business discovers that the shine does not complement its brand.

In addition, logos with light gradients and other three dimensional aspects may look great on a screen, but they don’t render as well on stationary and signage. This can be a real challenge for a company that does much of its communication in these formats.

The hospitality industry is becoming more and more competitive, even in the field of hotel and real estate consultancy and management. While this was once considered a niche field, there are now many companies to choose from. Whitebridge Hospitality is smart to break off from their parent group, allowing the company to specialise and develop a brand that appeals specifically to their market.

If you are trying to be successful in finding success in your field, whatever that may be, professional UK logo design is essential to your goals. A logo design differentiates your brand from your competition, making it easy for customers to see that you are the clear choice.