The long-empty site of the London Trocadero is being revamped into a hotel. Aimed at first-time visitors to London, the hotel will include plenty of fun amenities and budget-friendly options for young travelers. Using the shapes created by a bird's eye view of the Soho neighborhood—and colors inspired by its rock n' roll past—the resulting brand is vibrant and celebratory. The 'T' in the brand mark mimics the hotel's unique windows. Together the brand facets highlight the hotel's central location within London’s exuberant and creative entertainment district.