An identity shaped by its surroundings

For Scandic Zieglerei in Munich, Dot developed a visual identity designed to work in harmony with the hotel’s interior architecture. Rather than introducing a separate visual layer, the identity takes cues from the space itself – its tactile materials, warm tones and industrial character – creating a cohesive expression across the physical environment and the hotel’s communication.

The name Zieglerei became a natural starting point for the concept. Referring to a brickworks, it connects the identity to the history and materiality of the building. The graphic design builds on a playful word association with the German word Ziegel, meaning brick, turning the name into an integral part of the visual language.

Typography, colour and graphic elements echo the atmosphere of the interiors, creating a visual identity that feels rooted in the place rather than imposed on it. The result is a warm, tactile and distinctive expression where architecture, interior design, language and graphic design come together as one.