What better place could there be for a hip new branch of the W Hotel chain than the lively, entertainment hub of Leicester Square? This hotel is being designed with its environment in mind, with hopes of becoming a fixture in the local scene. An imposing building of modern materials that is well lit at night is sure to give the W Hotel the presence it is seeking.

The exterior of the structure will be mainly glass with white accents, built on the site of the former Swiss Centre. However, the interior is going to be sumptuous and tactile, with custom built furniture created with both comfort and style in mind. The decorating theme of the hotel is the paradox of London: restrained during the day but lively and outgoing at night. The 190 bedrooms will feature contrasting colours and textures to go with this theme, which will be a core part of this location’s brand. This brand of contrast and high levels of detail will be expressed not just in the decor, but in the service and amenities as well.

This theme is most certainly congruent with the W Worldwide brand. A strong and simple W forms the sole image of the parent company’s logo design, with a black and white colour palette maintaining sophistication while allowing individual locations to choose colour palettes that are most appropriate for the unique culture of their area, which in this company could be anywhere from Seattle to Bangkok. This use of opposite colours in the core brand and logo design will make it easy for the contrasting textures and colours of the London themed hotel to be absorbed into the overreaching brand.

High levels of service are a key part of the W brand, and this brand promise will be extended into its newest location as well. The brand promises ‘whatever/whenever’, which is a strapline promising that an onsite, 24 hour concierge will give guests anything legal that they desire. This service will helps guests take advantage of everything that this busy section of London has to offer, whether it is theatre tickets or an excursion into Soho. This is congruent with another key brand value: helping customers experience the city that they are visiting to its fullest.

If you are eager to give this exciting new Leicester Square hotel a try for a weekend getaway or a London staycation, this location will be open in June of 2010. While no one can foresee how a brand will succeed in the real market, it is easy to see this London styled extension of the upscale W Hotel brand and restaurant logo design achieving success in this fashionable part of London.

As you can see, one of the most beneficial attributes of a well designed brand is that it can be relevant in a variety of contexts. The W Hotel chain planned their expansion from the very inception of the brand by being sure to allow room for diversity and new ideas within the scope of the brand. Having a logo design expert help you with your new business can yield the same result for you.