30/10/2026
We kept the umbrella, but let go of the orange that once defined it. A different perspective on a familiar symbol.
Of all the elements in Amari’s previous identity, we believed the umbrella was its most recognisable. Rather than discard it, we saw an opportunity to give it new meaning.
Across Asian cultures, the umbrella is associated with shelter, protection and welcome. These qualities felt particularly fitting for a hospitality brand rooted in care.
But keeping the umbrella didn’t mean keeping the way it had always been seen. We moved away from conventional top-down or side views, exploring a more unexpected perspective that gives the familiar form a new sense of dimension. There’s something natural about its slightly tilted position, almost like an umbrella resting comfortably over one’s shoulder.
Equally significant was our decision to move orange, once central to Amari’s identity, into a supporting role. In its place, we introduced a warmer, more restrained palette that expresses contemporary Asian hospitality with quiet confidence.
Together with a new logotype inspired by balanced architectural proportions, the reimagined umbrella brings a different character to Amari. Familiar in spirit, but unmistakably new.
