What do absinthe and aspect ratio have in common? They are small pieces of a complex effort to refresh the brand of Le Méridien hotels. Interesting behind-the-scenes interviews with designers and art directors reveal all the things that must be taken into account in a branding initiative.

No, it’s not just the logo.

(Source: youtube.com)

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    This is what I want to do. I just… this. ALL of this.
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