In the heart of Linköping Old Town lies Hilma Winblad – a picturesque Bed & Breakfast with twelve rooms decorated in Swedish Gustavian style. In many ways, Hilma differs from your everyday modern hotel. With an environment filled with cobbled streets and old log houses that make contemporary everyday life feel more distant than ever. While creating Hilma’s new identity, we sought to capture the essence of the hotel by conveying the feeling of a bygone era.
Classic Gustavian style
The visual identity draws inspiration from the hotel’s Gustavian interior. The Gustavian style, which is a Swedish interpretation of neoclassicism, is strongly characterized by antique patterns like meander ornaments, leaf garlands and Festoons. In Hilma’s visual identity, a classic monogram was designed as the basis for an adaptable system. An “H”, for “Hilma”, is used as framework in a trellis-like grid. An italic “W” then climbs into the trellis as the shape of flowers in Hilma Winblad’s own decor.