Developing the RBH brand

We were delighted to work with RBH hotel management, formerly Redefine BDL Hotels, on their new company logo design and full rebrand recently. The hotel management group, with offices in London, Leeds and Glasgow, has over 75 hotels in their portfolio. They were one of our first clients when we were starting out as a young graphic design agency.

Their new brand identity is derived from several elements. Their heritage and decades of experience in the hospitality sector, as well as their personality and approachability, were the focus of the new branding.

We wanted to give a nod to their previous branding, keeping it recognisable, aiming to develop a logical evolution for the business, while still elevating and updating the brand.


During our development stages, we played with some options that we’ve shared below. We played with electric blue to inject some power; warming, vibrant gradients, the infinity symbol, showing continuity in excellence and forward thinking.

The final solution was a series of transparent overlapping triangles. Shapes overlap each other, representing the strong connection and relationship RBH has with their clients. Nothing is hidden with this identity – it shows the full picture. RBH felt this was the most fitting to take them forward into a new era.


The branding has been implemented across all collateral. This includes stationery, corporate literature, digital platforms and social media, to better communicate the energy and integrity of RBH.

Yvonne Brennan (above), Director of Corporate Communications for RBH, said: “We asked lots of questions of ourselves and clients on how we were different from competitors and what our new brand should say about us. The result is a lively new brand identity, which shows the colourful personality of our people, matched with consistent results for owners which we’ve conveyed through the solid typeface.”

1 May 2018

Further reading
Scotland Food & Drink Conference
13 December 2018
Gorbals Ideas Fund Logo Competition
13 November 2018
V&A Dundee Opening
30 October 2018