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Visual Students Compete to Revamp a Luxury Logo

hotel terrace viewStudents in LIM’s Visual Presentation & Identity class had the opportunity to dive into a real-world business project through an exciting class assignment. They were asked to participate in a global design competition sponsored by Rome Cavalieri, a Waldorf Astoria Hotel. Looking to revamp their logo, the five-star, luxury resort created this contest for students from the world’s top fashion schools.

The students were asked to reinterpret the hotel's horse and knight logo using regional cultural references and influences, chosen based on four important events that were due to take place in those regions this year: the Ryder Cup in the USA, EURO 2020 in Europe, the 2020 Olympics in Tokyo, and the Expo 2020 in Dubai/UAE.

logo designProfessor Grailing King, Associate Chair of LIM’s Visual Studies department and also the instructor for the class, said the following: “This project brought the real world into our classroom. Earlier this semester, a representative from Brandman Agency—the Rome Cavalieri Hotel's PR company—came to our class and later even joined us on Zoom, so it allowed the students to see the opportunity as a business project, not just an academic assignment.”

(LEFT: Design submitted by LIM junior Ziyu Xu.)