In 1927 construction on Columbus’s most prominent landmark was completed. Stately and magnificent, LeVeque Tower proclaimed to the world that the city of Columbus was modern, growing and full of civic pride. In 2016, the Gettys Group partnered with First Hospitality Group to elevate this historic star of the Columbus skyline with a new beacon of hospitality, the Hotel LeVeque, Autograph Collection.
The Gettys Branding team interpreted the Art Deco-style LeVeque Tower as a physical manifestation of the Progressive Era. We sought to identify brand touch points that would be harmonious with the idea of the hotel functioning as a literal “beacon of hospitality.” Contrasting opposites were central to the brand identity: light and dark, day and night, sweet and savory, historical and modern. The brand story began with the guiding star concept integrating the beauty and mystery of the heavens. The Star in the LeVeque logo references the stars in the flags for both the city of Columbus and the state of Ohio – it’s literally designed to represent the LeVeque as the star of the skyline.
The Gettys Interior Design team brought the new visual identity to life by inlaying celestial and astrological themes into the hotel design. Guests are drawn to the check-in area by a three-dimensional astrolabe statement wall behind it, creating a captivating and unique space that suggests steadiness and stimulates the imagination. Telescopes, starburst patterns and astronomy map wall art permeate the guestrooms with astronomical movement, and the fabrics and finishes are infused with gold touches throughout.
Day or night, the Hotel LeVeque star is always visible. The star guides travelers toward an iconic hospitality experience steeped in historical significance.