JUNE 2010

CHEVAL GROUP REBRANDS AS CHEVAL RESIDENCES

On 16 June 2010, the Cheval Group of luxury serviced apartments will rebrand to become Cheval Residences.  The group, which consists of seven properties across London, will rebrand to form a single, harmonised business identity.   

Cheval Residences' new logo has been designed by the world-renowned illustrator Chris Mitchell, who is famed for creating the prestigious BAFTA and Guinness logos.  Cheval Residences will be symbolised by a majestic unicorn which is powerful, elegant.  This not only links directly to the word "Cheval", but also embodies the company's grandeur and unique attributes.  

The logo is designed in a contemporary, three-dimensional, dynamic style. The unicorn's powerful neck symbolises stability and safety, while the mane hints at the softer, more feminine characteristics of Cheval Residences.  The key collateral will use a warm metallic gold foil for the logotype, further emphasising the stability and opulence of the brand.

The rebranding has been fronted by Collectiva's Creative Director, Francesco Nerici.

The seven properties within the group will be renamed: Cheval Phoenix House; Cheval Calico House; Cheval Gloucester Park; Cheval Hyde Park Gate; and Cheval Thorney Court; while Cheval Apartments will become Cheval Knightsbridge.  The Three Quays, which is due to open in April 2013, will be named Cheval Three Quays.

A strapline will appear under each of the properties' names stating their individual locations, for example, Cheval Phoenix House, "A Cheval Residence, Sloane Square, London".  

George Westwell, Director of Cheval Residences, said: "The Cheval Group has successfully evolved over the past 28 years, but the previous constellation of identities was created at different stages, by different designers, and was therefore rather disjointed.  The group has rebranded to Cheval Residences to link the existing and future properties in a more uniform way.

He continued: "The new branding simplifies the name, reassesses the use of the term "Serviced Apartments", integrates London landmarks into the properties' names, establishes a consistent tone of voice, and defines a naming strategy for future properties". 

Cheval Residences

Tel: +44 (0)20 7341 7052

www.chevalresidences.com