After a comprehensive relaunch, the visual identity of the Basel Grand Hotel Les Trois Rois stands out from the usual image of the superior hotel category. The brand slogan “Rich in history, young at heart” aims to highlight its blend of tradition and esprit. This combination is reflected in the minimalist graphical style of the brand design. Unusual colour combinations and staff portraits that surprise attract attention. As a central theme, the corporate design consistently runs through the website, hotel and seasonal brochures, advertising media, various giveaways for guests, the team’s clothing and the sophisticated looking stationery.