Aptel are a London based apart hotels company who operate serviced apartments in East London.

They required a logo that represented their demographic of corporate and holiday makers, not looking too up-market, but to appear modern and professional. They also wanted a fun concept using a green colour to represent their commitment to sustainability and the greener environment.

The team at Clinton Smith created a unique brand identity that emphasised the lowercase letter ‘a’ of ‘aptel’ in a shape similar to a modern map pointer. The use of lowercase letters helped the brand appear more friendly, and the minimalistic and fun design approach was a key component in appealing to their target audience.

Plus the logo also allowed the flexibility for location development and an additional logo for Aptel ‘East’ was developed shortly afterwards to represent one of their apart hotels.