SpringHill Suites is one of Marriott’s Select Service hotel chains and part of their CFRST portfolio of hotels: Courtyard, Residence Inn, Fairfield Inn, SpringHill Suites, and TownePlace Suites. In response to growing competition from Aloft (Starwood Hotels) and Hyatt Place, we created a new brand strategy, positioning, logo, and visual system.

The brief required that the existing SpringHill logo should be evolved to reflect the new strategy and positioning yet still be able to co-exist visually with the other CFRST portfolio brands The solution evoked a ‘sense of space’, taking the form of the original logo and evolving it to suggest an all-embracing three-dimensional space and customer experience.

How can we help you?

Let’s meet?


A collection of some of the logos I have created over the years.