With more than 2,200 hotels worldwide and strong growth, ibis is a leading economy brand in the hotel industry. Together with new designs, a new approach to welcoming guests and new food-and-beverage concepts, ibis has a strong commitment to music. With the creation of the ibis Music programme, the brand had to make its transformation legible. How to switch from a brand that speaks to everyone to a more lifestyle-oriented brand that speaks to individuals?
Nothing is more universal than music and the intimate emotions it stirs in each one of us.
Based on this insight, the agency worked on a vibrant, on-the-move brand with an irrepressible passion for music.
The new brand language reflects this idea and brings it to life in a vivid fashion through three main pillars: graphic language, verbal language and the language of movement.
The “Vibis” typeface was designed specifically for four distinct musical styles.
The tone of voice is inspired by the music repertoire, the brand statement also being inspired by song titles and set to music by the agency. ibis is a brand that lives and literally reacts to music. The logo and typeface were designed to be in movement and literally dance to the sounds of different musical styles.