SHOWCASE AUGUST 2019
COMPUTERARTS.CREATIVEBLOQ.COMHISTORY IN THE MAKING
THE FIFE ARMS
by Here Design
http://www.heredesign.co.uk
Here Design has developed branding for a new art
hotel in Braemar, Scotland, opened by renowned
gallerists Iwan and Manuela Wirth, founders
of Hauser & Wirth. The Fife Arms combines
contemporary art with local heritage and culture, so
Here Design were tasked with creating an identity
system that remained true to the history of Braemar.
Working with local historians, the studio explored
the visual history of the area and developed a logo
that draws on nearby points of reference including
the hotel’s original signage. Every element, from
luggage labels to matchbooks and maps, embodies a
sense of playfulness and eclecticism as well as a deep
connection to the village.
“At a time when many brands are stripping back
their identities and adopting a more neutral and
international style, we were inspired by Iwan and
Manuela’s desire to take reference from a specific
regional and local visual history that was much more
variable and idiosyncratic than we are used to today,”
says Mark Paton, creative partner at Here Design.