Pelican Hill is a luxury 5-star hotel tucked in the cliffs of Newport Beach, California. The resort features Palladian architecture inspired by Italian architect Andrea Palladio, who is best known for his grand homes across the Venetian countryside. With the similar weather in Southern California, the resort's indoor spaces seamlessly flow outside, offering panoramic views of the Pacific Ocean.
Original Logo
Early Thumbnail Explorations
Cap Height
Ascender Height
X-Height
Baseline
Descender Height
Final Logo
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Inspired by vintage Italian posters, this logotype features a hand-drawn script. This custom script font is a unique touch that could never be replicated, similar to the one-of-a-kind experience at Pelican Hill.
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The focal point of this logotype is the ligature connecting the crossbar of the “H” with the tittles of the “i’s.” This unique shape of the crossbar takes the same shape as the hillside the property is located on, featured as the cover photo.
Perfecting
the Logotype...
1. Initial Thumbnail
Thumbnails are an important step in the design process, laying out the initial blueprint for future iterations. As the design process progresses, the thumbnail helps in building upon the strengths and addressing the weaknesses of each iteration.
2. Align to Baseline Grid
The first step in refining the thumbnail is re-creating it on a baseline grid to ensure a consistent and even x-height, ascender height, and descender height.
3. Refine Letterforms
Once all the letters are aligned to the baseline grid, each letter is individually tweaked to ensure smooth curves and consistent letter width. This process of fine-tuning helps prepare for the next phase of development.
4. Adjust Line Contrast
The next step in achieving a clean and well-crafted script font is to ensure the line weights are consistent on each down stroke and up stroke.
5. Final Logotype
The new custom logotype would not be complete without paying homage to the brand's heritage and incorporating the pelican in its final iteration, as a nod to the original logo.
