Toben’s identity system for Rooftop at QT pairs typographic flair with monochromatic function

New South Wales-based design studio Toben have rebranded Rooftop at QT, a sub-brand within the QT Hotels Family; a range of design-led, luxury hotels across Australia and New Zealand. Seeking and succeeding to develop a brand that is recognisable, distils a sense of customer loyalty and celebrates the individuality of the sub-brand, Toben have created a system for the bars to uniquely flex to the specific narrative of their location. With an overarching master typographic system, aesthetic and logo, the modular identity uses the notion and physicality of the bars and their locations on the roof to frame bespoke typography – which is then fixed across all brand applications. The typography in question is a powerful combination of flair and function, opting for a customised version of Antiqua Roman as the first of two typefaces. “We liked Antiqua Roman as a base font because it seemed a more unusual serif,” designer Jason Lui tells us, favouring its stretched forms and quirky character flourishes. “We however ended up tweaking each and every character in order to achieve a cleaner look,” Lui adds, “resulting in a logotype that is elegant and sharp at the same time.”