HTA Branding

HTA is a business which empowers hotels to leverage technology for operational excellence, increased profitability, and exceptional guest experiences. Their experienced consultants work alongside leading hotel brands and technology innovators to solve complex industry challenges and unlock new opportunities. From strategic planning through to implementation, their consulting services span the full technology lifecycle, delivering both vision and measurable results.

Alongside the core HTA brand, the brief also required the development of a sub-brand for their digital benchmarking software platform, Hospitality Technology Benchmark (HTB). HTB enables hotels to measure, compare, and analyse technology operational efficiency against industry standards and direct competitors. Through performance benchmarking and ROI evaluation, the platform helps subscribers make informed decisions that improve guest experiences and optimise operational performance.

A key challenge of the project was ensuring both brands spoke the same visual language while maintaining enough distinction for immediate recognition and clarity between the consultancy and software offering.

Following an in-depth brand workshop designed to better understand the business, its audience, and how the company wanted to be perceived, the creative direction became clear. The outcome was a clean, yet confident identity system built around a modern, contemporary aesthetic, balancing professionalism with energy and personality.

At the heart of the identity are the two logos, each combining modern typography with a distinctive geometric mark. These marks were carefully developed to communicate the core values and benefits of each side of the business while retaining a strong visual relationship between them.

The HTA logo mark incorporates a range of symbolic references representing the wider consultancy offering; people and hospitality, technology, vision, 360-degree insight, and results-driven clarity.

The HTB logo mark builds on this language while focusing more specifically on performance and precision. Its geometric form references vision, full-circle insight, targeted results, and improved performance – capturing the analytical and data-driven nature of the benchmarking platform.

A series of supporting brand shapes were extracted from each logo mark. These secondary graphic assets play an important role across the wider brand application, creating dynamic layouts and compositions that strengthen the connection between logo and touchpoints, ensuring consistency while allowing flexibility and visual impact.

Colour also plays a significant role in defining the two identities. The palette is built around two core colour families, each made up of four key tones: pink for HTA and green for HTB. These distinct colour groups provide immediate differentiation between the consultancy and software brands while preserving a shared visual structure. Supporting black and white tones provide balance and ensure strong, versatile application across all brand environments.

To further elevate the system, vibrant gradient textures were created using the colours from each palette. These gradients act as key brand assets, used for highlight detailing, full-bleed colour treatments, and standout visual moments. They bring an appropriately corporate sophistication while injecting energy and vibrancy, perfectly aligning the forward-thinking nature of both HTA and HTB.

The result is a cohesive dual-brand identity that feels modern, considered, and confident. By creating strong differentiation within a unified system, the branding offers a successfully corporate yet playful aesthetic that positions HTA as a strategic hospitality technology brand while also ensuring they have stand out within the market.