Hobo

A hotel by Stockholm

Background In 2014 Nordic Choice Hotels acquired Swedbank’s former headquarters on Stockholm’s Brunkebergstorg. In collaboration with award-winning architecture firm Studio Aisslinger, Hobo opened its doors in March 2017 – Stockholm’s first truly hometown-inspired lifestyle hotel.

Challenge With over 150 hotels within an area of 186 square kilometers, the city of Stockholm has no shortage of living options for travelers. How will Hobo set itself apart within this saturated landscape?

Insight Of Stockholm’s 150+ hotels, not one meaningfully connects today’s creative-minded travelers to the dynamic life and trends that the city is known for. Most hotels attempt to appeal to travelers by unnaturally emulating other city hotels like those of New York and London. The true Stockholmer’s hotel is long overdue.

Approach Not having to look far, we sought inspiration right from our backyard. Identity Works worked alongside Studio Aisslinger to create a hotel brand experience that digs out and celebrates beloved spots, music, design and other things of local interest. The result is a unique and homegrown community that unlocks Stockholm to the curious visitor.

 

Services:

Brand ID
Brand platform
Product Design
Environmental design
Signage

Partners

Studio Aisslinger
HolmquistSign
Digaloo
Unique Cosmetics Sweden

Logotype research

The Hobo mark takes its letterforms from beloved Stockholm structures – Kaknästornet, Slussen, Sergels torg and Hötorgsskrapan.

Logotype

Hobo’s boldest brand representation – The black primary logo. Secondary logos are used as a graphic element.

 

Typography & Color Palette

The Hobo typography has a functional san serif that is complemented by two more personal typografis that has taken its inspiration from the characteristics from the marker and the ball-point pen.
To strengthen the character of the ball-point pen this is set in dark blue and for the marker we use a clear read color.

Illustration

In our illustrations we pick up the ball-point character from the typography. In example we in the illustrated Stockholm map share our personal tips with little scribbled notes.

Pattern

Like the logo, the Hobo pattern also borrows from a beloved Stockholm structure – Sergelfontänen. Names of favourite local spots are also sprinkled throughout the pattern

A graphic identity is such a vital part of the brand experience, the look and feel needing both to convey our key values and brand promise as well as go hand in hand with the interior design. We totally fell in love with the Identity Works design team, where we met a true artistic competence paired with a non-pretentious and openminded quality.

Jenny Edh Jansen
Director of Marketing & PR

The graphic identity for HOBO was awarded Gold in the 2017 Svenska Designpriset (The Swedish Design-award). We are of course very proud!


Gold
Svenska Designpriset

Contact Us

Business enquiries

  • Bjarne Otterdahl

    +46 707 56 32 44
    bjarne@identityworks.se

  • Anette Brolin Berg

    +46 707 92 80 10
    anette@identityworks.se

  • Marie Rudolphie

    +46 703 15 98 26
    marie@identityworks.se

Recruitment

  • Scott Claridge

    +46 761 99 44 84
    scott.claridge@identityworks.se