Joy in the brand vol.6

Auriga is an organic spa brand created by Raison D’Etre for Capella Hotels Group operating in various locations: Cabo San Lucas, Dusseldorf, Ixtapa, Singapore, Washington, Bangkok (in process), Niseko (in process), Riviera Maya (in process) and Saint Lucia.
Auriga refers to a constellation in the Nothern Hemisphere near Lynx and Perseus which contains the brightest star “Capella”. As a brand, it has a 3 major mottos: travel, transform & transcend. The logo is only composed of an “a”, but a deep one; you start from the left side to travel, then make a big circular move where you are subject to transformation, and finally cross the line you have started with & pass in the right side where you transcend.
Spa lovers..I think that the intense link between “capella” and “auriga”, the usage of “a” as a logo attributed to a simple & powerful life stance and the display of “auriga” brand as a spa place having an irresistible impact on the guest to embrace change are extremely creative, inspiring and bright like a star! J
Just a small suggestion: 2 tiny stars may have been placed at the beginning and the ending points of the “a” instead of “circles”, which would have been emphasized the “constellation” purpot more intensively to preserve the strong link with “capella” since this logo is being surely publised in some cases separately from the hotel name.

#spa#spalovers#aurigaspa#capellahotels#raisondetre#brand#logo#link

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