Originally a motor court hotel, The Belmont, located in Dallas, Texas, has served guests for 74 years. Over time, the hotel has had several reopenings, proving the timeless appeal of its mid-century modern charm. However, after its recent closure during the COVID-19 pandemic, the hotel suffered financial challenges. The hotel’s reopening required a potential brand refresh to support its reemergence as a hospitality destination.

The project’s goal was to highlight the history of the architecture with a modernized brand experience. The original architect, Charles Dilbeck, described his vision for The Belmont as having a “California Style” with Spanish influences. The new brand colors reflect the terracotta-colored roofs of the bungalows, and the brand patterns are inspired by a fusion of Spanish tiles and the curved stucco walls of the building. These four patterns represent the different aspects of The Belmont: orange for the rooms, blue for dining, green for events, and brown for the general hotel amenities. A custom typeface – Belmont Sans – was also created to complement the patterns, using similar curves to highlight the geometric architecture.

The final identity envisions the hotel’s reopening, revitalizing the overall brand identity, and improving the guest experience. The new branding honors the history of The Belmont and excites future patrons about its return while modernizing the hotel’s appeal.