Lately, there has been a significant increasing trend in global travel, primarily in the tourism sector. This trend has not bypassed our region, especially Mostar, as the centre of the Herzegovina region, surrounded by numerous natural beauties, cultural landmarks, rich culinary offerings, and other attractions that appeal to international travellers. In this regard, competition in the market is stronger than ever, and thanks to digital platforms, everyone has an equal chance of success. The reasons why guests choose specific accommodation for their stay are often hidden in the details.
The visual identity of a tourist accommodation facility is an important detail which will convey a certain message to the guests. Furthermore, the visual identity plays a role in creating a first impression, which is oftentimes crucial when it comes to rentals and often determines the length of stay, return visits, or further referral. For this reason, the management of Villa Salvia in Mostar has decided to redefine its visual identity and deploy it in creating the best possible "first impression on their guests."
Taking into consideration the verbal identity (salvia - the Italian name for sage, a medicinal herb found in our region as well), the client aims for a Mediterranean atmosphere with an emphasis on attracting European tourists who have always been inclined to visit Herzegovina, especially Mostar or Medjugorje. The logo is based on the shape of letters found in old Romanesque inscriptions on buildings, even in our region — a serif font that embodies charm and elegance in each letter, combining a vintage look with a modern feel.
In addition to the logo, the visual identity is marked using colours inspired by existing elements in the interior of the facility, as well as the meaning of the word "salvia" (sage). The combination of lighter and darker shades of green gives the overall visual identity the necessary rhythm, especially when applied to decorative patterns derived from the logo. It is used as an additional element in the visual language when creating promotional materials, signage, and other applications defined in the graphic standards manual.
