Departing from clean, generic logotypes, we crafted Selina’s new logotype from scratch. With this handwritten look, it takes on an individualistic character reminiscent of the personalized experience Selina offers travelers. The uneven lines waver, pulsing with the activity and rhythms of Latin American lifestyles. One letter rolls into another, like inspiration flowing from person to person as new connections form and flourish. This unique script serves as the signature logo for Selina’s entire chain of establishments.
We developed a secondary logotype for Selina’s current sub-brands and locations: Panama, Costa Rica and Colombia. Every letter of this clean, sans-serif type was given a generous amount of space, so as to mirror the lines of the indigenous patterns and textures they were paired with. For individual patterns, we took visual cues from all different aspects of each region’s unique culture, including commonly-used textiles, traditional crafts, weaving, beading, body markings, and fashion.
Selina’s identity was built on a color palette of black and white – two colors that act as the base for everything, glorifying the connectedness of Selina’s entire network. For each sub-brand, we added chroma-happy color tones with respect to the colors of region-specific weavings and textiles.
This mix of high pigment colors and layered patterns was then applied to a wide range of marketing assets, including everything from swimsuits and surfboards to stationery and posters to toiletries, towels, and t-shirts. Selina is now equipped with materials that not only elevate their brand, but cater to curious travelers with an open mind, an adventurous spirit and an appreciation of Latin American traditions.