Standing 28 stories above Toronto’s Exhibition Place, Hotel X offers unmatched waterfront views, a rooftop patio, fine dining, and world-class fitness facilities. Tasked with creating a brand that captured this distinct value proposition, TWG collaborated with the Library Hotel Collection to design a sleek, contemporary identity. Drawing inspiration from the idea that “X marks the spot,” TWG crafted a refined, custom-stylized “X” logo, symbolizing the hotel's standout presence along the Toronto skyline. The design, set against a rich blue backdrop, evokes sophistication and exclusivity while maintaining alignment with Library Hotel Collection’s global brand standards.