FH55 Hotels has rebranded, combining tradition and innovation.
Rather than marking a break with the past, this is the natural evolution of a family history built on excellence in hospitality.
FH55 Hotels projects charming luxury
Founded over 70 years ago by Dino Innocenti, FH55 Hotels has, over time, built its identity on its ability to combine tradition and innovation. The new positioning reinforces this ethos, defining FH55 Hotels as a group of luxury city hotels that project a sense of “charming luxury”: a discreet and accessible form of luxury, far removed from ostentation. The destinations - Florence, Rome and Fiesole - thus become an integral part of the experience, thanks to properties situated in historic and iconic settings.
"The sense of belonging to a shared identity"
"This rebranding is an important milestone in the history of FH55 Hotels, as it allows us to give a new shape to an identity rooted in over seventy years of Italian hospitality. We didn’t simply want to change a logo, but to convey more clearly who we are today and, above all, where we want to go. We have chosen to highlight what makes us recognizable - our history, our locations, and our focus on people and our guests - integrating this with a contemporary style and an increasingly international vision of luxury. Each of our hotels will continue to have its own personality, but the sense of belonging to a shared identity, with common values and standards, will be even stronger,” says Claudio Catani, vice president operations FH55 Hotels.
The rebranding preserves each hotel’s unique identity
The new brand architecture model preserves each hotel’s unique identity linked to its destination, the property’s character and the experience it offers in a shared strategic and values-based framework. This allows the group to present itself with a more recognisable voice but at the same time highlights the unique character of FH55’s hospitality: from the Grand Hotel Palatino in the heart of Rome to the Hotel Villa Fiesole and from the Grand Hotel Mediterraneo to the Hotel Calzaiuoli in Florence.
The new logo and its colours
The FH55 logo becomes the group’s primary identifying feature with the new colour palette revolving around two specific colours: FH55 dark brown and FH55 beige, alongside accent colours for the individual properties (green, light blue and earth tones), which allow each hotel’s personality to shine through whilst maintaining a unified visual language.
