Casa Baglioni
Brand Identity

Art Direction & Brand Identity

Client
Baglioni Hotels S.P.A.

Creative/Art Director 
Luigi Durante

Graphic Design
Michele Viscomi

Collaboration

Photography
Stoked Studio

Hospitality, excellence and Italian design from the 1960s are among the distinctive features which inspired the interiors of Casa Baglioni hotel in Milan. Its visual identity is based on the geometric elements that distinguish the architectural shapes of the environment, such as line, square, and circle. In particular, the line – a pivotal component of the whole visual identity – is represented as a golden and subtle trait, by creating a perfect balance between full and empty forms. Starting from the essential geometric features which compose Casa Baglioni visual communication, it is possible to create further icons through modular grids and textures to be utilized on varied materials.