The design for the refurbishment of the Great Eastern Hotel was inspired by the hotels location in the heart of the City of London and it's relationship with Liverpool Street Station, with references to the Victorian golden age of rail travel. The original ornate GEH logo was reinterpreted with a modern twist. The simple sans-serif letters suggesting a contemporary style, while references to traditional woodblock letterforms give the logo strength and substance. Individual graphic identities were designed for each of the hotels' six restaurants and bars, reflecting and emphasising their individual characters, separate from the hotel.