Proper is a design-forward group of hotels and residences in Hollywood, Downtown Los Angeles, San Francisco, Austin, and Santa Monica. These hotels are bold explorations of luxury; and the logo and foundtional branding are a relfection of this sensibility. The logo, as it was designed, is a mark with architectural serifs and a graphic sillouette. Paired with its supporting type, we achieved Proper's signature raw & refined brand experience—be it on a neon sign or on a gilded hotel stationery.
Art Direction + Logo Design: Drew Frist
Additional Design: Maja Blazejewska