The right typography communicates the visual essence of the content while enhancing the impact of the overall design. With this in mind, the mark should convey the Press Hotel’s rich history subtly through the logo while allowing the touch points and experiences to define the memories of the guest experience. Given the building’s history, special attention and appreciation should be given to type and it’s characteristics. Thus, much can be accomplished and said with a well chosen typeface and subtle accents. For The Press Hotel, with the building’s historic roots as a local newspaper, we the designed a logo with a stylized ‘P’ key as a subtle nod to the vintage typewriter.