Emblem & Branding for Pilo by 5.5 — BP&O


Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.

Youth hostels aren’t precisely related to luxurious – nor nice branding. For essentially the most half, they’re deemed a budget and cheerful possibility; a visit the place dwelling comforts are sacrificed for socially minded dwelling, affordability, and a extra adventurous sensibility than the typical Travelodge. They’re the types of locations the place creaky bunk beds, bathe queues, pillows so skinny they’re barely greater than sheets, and bogs that odor like mould and the spectre of athlete’s foot are the norm – the payoff being a way of neighborhood and prompt journey friends, when you’re fortunate.

Issues are altering, although: latest journeys by way of Alicante, the Canaries, and particularly, Lisbon, have revealed that hostels are positively stepping up their sport – privateness curtains, digital key playing cards, WhatsApp teams for visitors and WiFi far speedier than east London (effectively, Leyton) have confirmed hostels to be actually upping their sport. And all for lower than €30 an evening.

Nevertheless, there’s a brand new hostel in Lyon that’s shattering the perceptions of what a youth hostel is and appears like. Pilo payments itself as a ‘new era youth hostel’, positioned in a nineteenth century former school constructing on the slopes of La Croix-Rousse – a hill that shares its identify with the bohemian space surrounding it.

Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.

‘Pilo is a resort the place you may work, an workplace the place you may eat, and a restaurant the place you may sleep,’ says 5.5, the Paris-based design company behind Pilo’s hanging branding and visible identification. ‘It’s the consolation of a resort mixed with the uninhibited frame of mind of a youth hostel.’

Certainly, not like the typical hostel, in addition to providing combined and single-sex dorms of as much as 18 individuals, Pilo additionally has pricier double bedrooms like a regular resort, topping out on the premium room, which is round €119 per evening.

Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.
Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.

5.5 labored throughout every part from the identify, to digital design identification work, interiors and exterior signage, employees uniforms, merch, key playing cards and extra. It’s actually, actually robust work, which strikes the proper stability between the playfulness of hostel journey and the hip minimalism of classy ‘digital nomad’ resort dwelling.

The identification relies round a bespoke wordmark by which the lettering appears to be like like a fluffy, bouncy pillow – all white sort and pudgy creases. The best way ‘Pilo’ is spelled out in caps, with a lowercase ‘i’ is sensible: typically this type of factor appears to be like like an affectation, however right here it makes the visible stability of the phrase itself completely fashioned for a versatile, enjoyable, and really ownable model mark. In its lowercase type, the ‘i’ even appears to be like a bit of like a sleeping, pillowy particular person nestled between the bouncy cushion of the ‘P’ and ‘L’.

Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.
Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.

The bespoke lettering of the wordmark can be used as a headline font for sure functions, the place it units itself aside from the logomark by utilizing black as a substitute of white.

On the Pilo web site, this kind model is used alongside some fashionable, extra pared again fonts. Helvetica Neue is used on the reserving web page, which looks like a becoming alternative when you think about Lyon’s proximity to Switzerland – the birthplace of the Worldwide Typographic Fashion which prised minimalism, readability and performance – simply because the Pilo identification appears to.

Elsewhere, corresponding to on the Pilo homepage, the designers opted to make use of a skinny weight of Maax, a hanging however spidery stencil-leaning, typewriter-ish font in all caps by foundry 205tf, which can be primarily based in Lyon.

Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.
Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.

For essentially the most half, the identification is skilfully pared again, utilizing these easy typefaces with a color palette of black, white, and a wealthy however not garish shade of yellow. However it’s the merging of three-dimensional objects into what could be historically two-dimensional graphics that basically make the mission stand out – maybe a testomony to five.5’s background as a product design studio.

Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.
Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.
Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.

5.5 says it ‘hijacked every part you may discover within the laundry room of an excellent resort’ to tell the general identification, in each delicate and really literal methods. The laundry components are clearly seen within the lettering, which the studio describes as ‘fluffy typography impressed by folding bolster’.

Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.
Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.
Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.

For different functions, varied resort signifiers are plundered in very uncommon methods: for workers uniforms, the pockets are created by stitching a slipper onto the chest; and the studio additionally wrote messages on sheets, and made embroidered badges to point the rooms.

‘In brief, we used the resort as a playground,’ 5.5 provides. This a lot is clear: for all its simplicity and stylishness, the entire thing radiates pleasure – it feels as if the designers had as a lot enjoyable making the work as future visitors certainly will really feel after they encounter it.

Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.
Logotype, custom typeface and illustration for Parisian youth hostel PiLO designed by French design studio 5.5.



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