For many years, The Trout Hotel brand did not feature a Trout. The client, though, had decided it was time for the reappearance of the hotel’s namesake.

The problem was how to make the brand feel contemporary. Illustrations were either too realistic, too cartoony or too anatomical. The solution was quite unusual. I began to think of the brand as a sculpture, and designed one made of coiled metal rods.

This was then developed in reverse to form a 2D logo for print, etc. 

We even made the hotel sign a sculpture!