Sandals Resorts new ad campaign, “Made of Caribbean,” is accompanied by an updated visual identity by Wolff Olins. House Industries was brought in to rework the Sandals’ wordmark. All of the updates are focused on conveying authenticity, expertise, and connection to the islands.
Ken Barber of House Industries spent hundreds of hours refining the mark. The counters on letters have been opened, which improves legibility. The end strokes have been relaxed as well. Myriad other miniscule changes were made to suggest that this is a place where patrons can truly relax and take in the beauty of the authentic Caribbean.
From Sandals’ online blog: “When [Ken] researched the original Sandals lettering, he discovered it had always followed [owner] Butch Stewart’s courage to build resorts unlike any others. The original iconic Sandals logo took its breezy inspiration from a typeface called Mistral by a celebrated French designer.
“‘That was an interesting find,’ [Scott Peiffer, Sandals Resorts’ executive creative director] says, ‘because we realized from the very beginning there’s never been anything like it.’
“And that’s exactly what they needed with the next version. Make the logos so smooth and clean that anyone from anywhere immediately sees Sandals and Beaches on a billowing catamaran sail, across the bottom of a pool, or on the side of a frosty rum punch. And when they see it, they’ll also feel it: pleasure, comfort, happiness.”