The Standard

Brand Identity · 2025

Independent concept

The constant: one wordmark, hung upside down, nothing else.

The challenge

Explore a shared identity for The Standard that leaves room for individual properties to have their own character.

The solution

The inverted wordmark is the common element, carried across signage and guest materials with cream, oxblood and chrome as recurring references.

Flat oxblood field with twelve property names set in small cream grotesque capitals across three columns. — Twelve properties, one list: the group finally agreeing on something.

Close crop of a cream cotton jacket hung on a rail, its lapel bearing a small polished chrome pin reading THE STANDARD upside down. — Staff jacket, chrome pin: the gesture travels at lapel scale.

Chrome dimensional letters spelling THE STANDARD upside down, projecting on a bracket from a cream plaster facade in daylight. — The wordmark hangs; the building supplies everything underneath it.

A coupe of pale yellow cocktail with a single ice sphere, lit hard against a deep oxblood backdrop. — The bar programme, shot like a portrait: one glass, hard light.

Plaster linen, oxblood stripe, chrome fob: the room, cropped.

Check-in collateral: cream board, chrome card, one inverted line.

Flat cream type specimen showing the label STANDARD DIDONE above two rows of oxblood didone capitals, A to M and N to Z. — Standard Didone: the wordmark's own face, and nothing below it.

Stationery on oxblood leather: plaster paper, one inverted head.

Two crisp shirt cuffs against a flat cream ground, one propping a pale yellow coupe, one supporting a chrome dish of almonds. — Late food, hard light: the local half of the system, told through the uniform.

Project Information

This self-initiated concept keeps the upside-down name as the main link between applications. It explores how a simple shared element can support variation around it.

The mockups include exterior lettering, a staff pin, a keycard wallet and stationery. Material and colour choices give these pieces a related appearance.

Room and bar imagery extends the palette into a proposed guest experience. These scenes illustrate art direction rather than work installed at the hotels.

CAIO BARRETO

Creative Direction:
Caio Barreto

Design:
Arthur Rosa, João Alves

Motion & Interactive:
Renan Rosa

Strategy & Project Management:
Priscila Oliveira

Fonts:
Canela Deck, Söhne — Commercial Type / Klim Type Foundry

Year:
2025

Brand Identity · Concept

Self-initiated concept work. The Standard is not a client of CAIO BARRETO. Imagery generated, not photographed.