W Hotels partnered with Porto Rocha to revamp its brand identity, moving away from the opulence of the past decade toward a new positioning, “Luxury, Liberated.” The rebrand aimed to make W Hotels’ identity more vibrant and sophisticated, reflecting the evolving luxury landscape while scaling across its 65+ global locations. The refreshed system balances bold promotional elements with subtle, refined in-property experiences, unifying the brand’s messaging through simplified logo lockups and an adaptable approach for diverse property types.
As part of the rebranding, Lineto collaborated with Porto Rocha to create W Supreme, a custom version of LL Supreme that takes the geometric characteristics of the logo and extends them across each letterform:
The result is W Supreme — a fully functional typeface that is both expressive and elegant. To ensure consistency across languages, we introduced a custom W Supreme Arabic script, as well as alternates in Mandarin and Japanese. The new typeface allows the brand to communicate in an understated yet uniquely W language, taking pressure off the logo as the only way to signal brand presence.
The custom W Supreme includes an Arabic extension. It can be seen in use in the first video above.
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The differences between LL Supreme (left) and W Supreme (right) are visible in a few key characters. See for instance the R and K, where the gap between stem and leg was removed in favor of more geometric shapes; the lowercase has a j with a curved tail and the terminal of g is changed from perpendicular to angled.