Guidance

This is our brand. 

We've spent time crafting every element and establishing a clear set of rules around how to use them. It's taken time, energy, love and passion, and is a true visual reflection of us as a company.

Logo

Typography

Lozenge

Color Palette

Presentation Design

Data

Application guides

Photography

Our story

Mews explained

Brand positioning 

Contact

Logo

Available formats: 

EPS, PNG

Typography

Our lead typeface is Axiforma, a clean and contemporary sans-serif typeface.  We use two weights: Book for headings Bold for subheadings. Inter regular is to be used for body copy. Both typefaces should be used across all our applications, both in print and web.

Axiforma Book

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

&#@©*12?/:I00]EE$¢*01234567890x-*=%

Inter regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

&#@©*12?/:I00]EE$¢*01234567890x-*=%

Chivo light

0123456789

Note

Chivo is to be used for small numbers such as within data, page numbers and section details.

COIGN 47 BOLD

01234567890

Note

Coign is to be used for large numbers as a more illustrative element, predominantly within title covers / large data points.

Application:

Tenorite

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

&#@©*12?/:I00]EE¢*01234567890x-*=%

3.1 Core device

The lozenge is our core element of play. It’s a dynamic device that can be applied in myriad ways – scale, line, transparency – both maximally and minimally. 

The following sections provide guidelines and inspiration on how this element can be used creatively and functionally. You will also notice that the lozenge and curves are used functionally throughout further sections of these guidelines to reinforce the Mews aesthetic.

3.2 Logo casing

The lozenge can be used to case the logo in certain instances (but logo is also freely used without the casing). 

Our logo should always have a minimum of clear space around it, as illustrated here.

3.3 Info bar

The Mews logo is supported by an info bar that is the same colour and weight as the logo lozenge. There should only ever be two bars (including the logo). The space between them is predefined and shown here.

There are two options for margin sizing: one where the margins are the same size as the height of the info bar. This is for primary use in things like decks and reports.

The second has the margins half the size of the info bar height. This is useful for smaller formats like social posts.

3.4 Positioning

The info bar has three positions:

Top, bottom and right.

Select the one that best suits the purpose of your design. If in doubt, go with the top variation.

3.5 As a playful element

The lozenge can also contract and expand (to create a longer shape or contract into a circle). 

Weaving the rounded edges/curved lines across broader elements (image frames, data, etc) reinforces our aesthetic across all artwork.

The lozenge shape must always be crisp, used as a mask, fine line or solid fill, but never as a gradient. 

Highlight colors:

Color Usage

Highlight colors should be used sparingly, taking no more than 10% of the composition. 

Pair highlight colors with a contrasting neutral, to direct the viewers attention and maintain an elements legibility. 

Our data visualization is simple but vibrant. 

Information must always be very clear to read; however, we can utilize the broader palette to breathe life into our data.

We can be dynamic with how we use the lozenge device and its rounded edges in our data design. Chart data sets can be filled in with a solid color or outlined.

Presentation Design

Our presentations should aim to be clear, consistent, and true to our brand. Utilize high-contrasting palettes plus smart data callouts for easy reading, and ensure that icons and images are consistent with our style.

Please use Tenorite font for a clean look both online and on desktop, which requires no prior installation. Choose between the Extended or Basic template based on the amount of content you have - ideal for both short and long presentations. You can also use the Luxury template for client-facing presentations that demand a more visual and impactful approach. The Word template provides a solid foundation for developing formal documents.

Our layouts follow editorial design principles, crafting stories that build trust. Make each slide not just informative, but also a visual representation of our brand.

Remember to download the template to your desktop before using it directly from our SharePoint.

Application Guides

Corner radius 

Corner raiduses should not be excessively applied to help maintain the structure of a layout.

Color 

Color should always be used sparingly and in a refined manner. Avoid using too many highlight colors to maintain a composition's sophistication and maturity.  

Copy 

Copy should always be either in the night blue or light colors. This will aid readability and support type hierarchy.

Photography

Hospitality and experience

Photography should feel clean, contemporary and elevated.

We use images of interiors of the hotels and hostels we serve, but are keen to humanise the imagery where possible, therefore people existing within the spaces are encouraged.

Images of environments (interior or outdoor) 

Photography should feel cinematic and attention should be placed on lighting, color, use of space and rich detail. 

Color interaction with accompanying graphics should feel considered.

Guest journey

If representing the guest journey or staff operations, the people in the photos should always be focusing on their task and not facing the camera. Any hardware featured should be an exact match to the Mews product, if you're unable to find an exact match please ensure any tech/hardware is out of shot.

Treatment

Long exposures to introduce motion blur to people also help add a sense of movement to images.

Photographs are clean and considered, with particular attention paid to lighting, color and the clean use of space. This will help emphasize the rich details and textures found in our clients' hotels. Lighting should be soft and natural with no harsh shadows.

Employee imagery

Photos of our offices and colleagues working and interacting with each other make for compelling images on our website and recruitment presentations.

It's important to capture a sense of movement in the images, with people focusing on their tasks and smiling.  

Our Story

Mews started as an idea. As a solution to a problem. A desire to make something better. As with all the very best solutions, it came from a very real pain-point.

This is what disruption looks like. Solving a problem. Improving the guest experience. Dethroning an incumbent. 

Transforming an industry.

Mews explained

Brand positioning

3.1 Purpose

Our purpose is why we exist as an organization. It's a way of capturing the impact we have on both our clients and on ourselves. It’s our reason for being.

To seamlessly connect people to services through technology.

3.2 Vision

Our vision is what drives us as an organization and captures what we wish to be.

The platform for the new era of hospitality.  

Make it remarkable. 

3.3 Mission

Our mission statement is our motivation. Its focus is internal, with the goal of inspiring and motivating our teams, and providing focus for management and staff.

To develop transformational solutions for brands, and remarkable experiences for their guests.

3.4 Value proposition

Our value proposition is the phrase we use to define what makes us different.

Make it remarkable. 

We want to shake up this category called 'Property Management Systems', and we’re uniquely positioned to do it. 

We look at the world differently, and we don’t accept how things were done before.

We want to make hospitality more rewarding for everyone, but that’s only the beginning. We want to improve every transaction between people and services.

We want our customers to rethink our spaces, their services, and their guest experiences. We want our customers to shift their perception of what’s possible. Using Mews, we want our customers to provide truly remarkable, memorable experiences.

Ultimately, we’re designing Mews for our customer’s customer. So our message to our customers, who have chosen to run their entire operations on Mews is…

Make it remarkable.

3.5 Boilerplate copy

Mews is the leading platform for the new era of hospitality. Powering over 5,000 customers across more than 85 countries, Mews Hospitality Cloud is designed to streamline operations for modern hoteliers, transform the guest experience and create more profitable businesses. Customers include Generator-Freehand, The Strawberry Group, The Social Hub, and Airelles. Mews was named Best PMS (2024) and listed among the Best Place to Work in Hotel Tech (2021, 2022, 2024) by Hotel Tech Report, as well as World's Best Hotel PMS Provider (2023) and World's Best Independent Hotel PMS Provider (2022, 2023) by World Travel Tech Awards. The company has offices in Europe, the United States and Australia. 

3.6 Elevator pitch

Hello, it's good to meet you. I get asked a lot: what makes us different? Well, we’re from the inside. From hostels, from management training programs, from luxury hotels. But we’re also not from you. We’re developers, coders, UX experts. That makes us killer. We can ask the difficult questions. The questions where in the answers lies transformation and change.

Why do you do a night audit? Why do your reception staff not look at your guests? Why do you have a barrier between you and your most important asset? We’ve taken the very best of tech and built a system that lets you and your staff be the best you can be every single day. 

Spend more time on your guests. Spend more time making their stay memorable. Spend more time inspiring them. Spend more time showing them the beautiful spaces in your hotel and outside on your doorstep. Upsell. Make referrals. Bank commission. Drive repeat bookings.

That’s just the beginning. Know the status of every room. Know where all your staff are. Know which rooms are ready when. Get data. Stats and insights. And because its 2020, get it instantly on your mobile, wherever you are.

So ask yourself this: are you ready to re-think everything about your guest experiences? Are you ready for a jump in revenue? Are you ready to rethink your hotel? Are you ready to make every experience remarkable?

Then you need Mews. Make it remarkable.

3.7 Tagline

Make it remarkable.

mews.com 

3.8 Product family

One platform, multiple capabilities.

Our product family is incredibly feature rich, with solutions for everyone from front office to back office. Mews is a category of one. 

Have a question or require 

any extra support? 

If you have any questions regarding the content 

or a specific use-case that isn't covered, please 

contact the marketing team.

liam.fisher@mews.com