Located at the center of the UMass Amherst campus, Hotel UMass would be a unique hotel anywhere based on its architecture alone. Designed by famed  architect Marcel Breuer, it is a quintessential example of the Brutalist style and an unrivaled event space in the area. For parents and other campus visitors, it acts as the hub of their visit, but also houses the Campus Center in its lower level.

In its previous iteration, the branding for the hotel was a simple rendering of the facade. The new system pays homage to the geometric building blocks and visual rhythm that are the key elements of the building and contrasts them with a typeface that is markedly vernacular in origin. The end result is a scheme that relates closely to its origins, but sheds much of the weight and period clichés associated with the building and its heritage.