Haas Op Het Vrijthof is a boutique hotel situated in an old early 19th-century building that housed a law firm. It overlooks Maastricht’s most famous central square: Vrijthof, known for hosting several cultural and artistic events. Haas supports local artists who exhibit in the guesthouse, resulting in a constantly changing atmosphere.
The name in English translates to “Hare on the Vrijthof”, and is inspired by the Dutch saying “My name is Hare”, an expression that means “I don’t know.” The owners wanted to portray the experimental side of the hotel, where things keep changing and where the old meets the new. The hare, famous in fables and hunting stories, was chosen for its friendly, strong, and unique personality.
The brand identity is simple and abstract, in terms of type, colors, and elements. The logo represents a wild rabbit. The icon evolved through many stages of abstraction, from an organic shape to a wild rabbit. To reflect the ever-changing identity of the hotel, the hare emblem was designed to be seen differently by each person, similar to the experience of contemplating an art piece. The hare has a very confident and strong posture, as he protects the Vrijthof Square. Orange, the color of the Dutch Royal Family which hails from the House of Orange, and brown were used to reflect the authentic Maastricht juxtaposed with the upbeat version of today.