Toward creates new logo for Reserve Apartments

By Toward,

May 2011


Reserve Apartments logo

Recently we were tasked with refreshing the brand for Reserve Apartments, an Edinburgh based company offering online access to short term letting and self catering apartments.

Reserve Apartments are a young company with bags of personality. Having liked the way we market ourselves and promote 'the Toward way', they came to us to help them create a new logo and brand that could help push them to the next level. As well as apartments in Edinburgh, Reserve Apartments offer accommodation in other cities so the final brand had to be able to work in different variations such as Reserve Cottages and Reserve Glasgow.

Reserve Apartment stationery The stationery was printed using a solid blue on the reverse with a cheeky little logo bleeding off the edge

Apartment rental is different to staying in a hotel because the visitor has a lot more freedom and is in control of the whole experience. We wanted a logo that could show this clearly, and whilst playing with letterforms we realised that the letter 'R' could be customised to form one half of a key hole - an identifiable icon of unlocking the door to a new experience.

We also figured that by only using half a keyhole, it gives the indication that it's only half the story - Reserve find the perfect apartment, the other half the story is discovered by the visitor.

This wasn't a large project, but we really enjoy working with nice people so that didn't matter. Plus we've now opened the door (sorry for the pun!) to the next stage, which looking at the front-end of their website.

Reserve Apartment stationery design

This is what Gareth from Reserve Apartments thought of the project:

"I've worked with a number of design companies in the past and have to say that working with Toward has been a welcome breath of fresh air. Their enthusiasm from the first point of contact to the final sign-off has been fantastic. Responses to feedback were always positive and fast, and we've all been so pleased with the end result. We're already getting some really great reactions to our new brand. Most importantly for us we're now able to hand someone a business card with pride and confidence. We're already looking forward to our next opportunity to work with you again! Thank you to all the team at Toward!"