The 23. Brand identity for a private members club in London
About
The 23 Private Members Club is a private club in London created as a space for networking, leisure and closed meetings. Cosmos Studio developed its brand identity and brand book – minimal, mysterious and premium, yet warm and welcoming.
Challenge
The club asked us for a brand identity that combines mystery, exclusivity and comfort – a recognizable image of the club without being showy. The visual system had to convey a sense of exclusivity while staying warm, restrained and close to future members.
A minimal logo and a complete brand system
We set out to create a minimalist logo and a coherent brand system that reflects the character of The 23. The brand book sets the rules for the logo, color palette, typography and graphic elements, keeping the brand consistent across every touchpoint.
Solution
We built a minimal identity on a contrasting color palette, restrained typography and expressive graphic elements. The logo and visual system convey privacy, mystery and premium service while keeping a sense of comfort and hospitality. Carefully selected photography, unconventional image treatment and graphic details complete the look and help The 23 stand out among other private clubs.
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