Brand Strategy, Brand Identity, Guest Experience…

London, UK

An iconic luxury hotel thriving on its legacy


In 1902 when it first opened its doors, the St James’ Court hotel was one of the finest in London, welcoming distinguished visitors including guests of the neighbouring Buckingham Palace.

This illustrious history is immediately apparent from the imposing architecture, with its ornate brickwork and carvings, and the courtyard with its frescos of scenes from Shakespeare. Few other hotels boast such unique and authentic details. So why not use it to restore that sense of place so often lacking in international hotels?


A new name – St James’ Court: A Taj Hotel – neatly expressed the idea of a perfectly English experience, backed with the Taj brand promise of international service. We immersed ourselves in the hotel architecture, seeking inspiration in the forms that we found there.

Our careful stewardship of these assets created an identity as beautiful and enduring as the property it represents. Bespoke illustrations capture the character and motifs of the frescos and carvings. The brandmark nods to the building’s royal connections, with a crest that incorporates the crown, shells from the wrought-iron gates, a lion for strength & English heritage and a flower for beauty and elegance.


Engaging with and restoring the fabulous St James’ Court's rich heritage, immediately gave character and personality to what had been a rather generic offering, elevating it far above the competition. Taj was able to add another destination hotel to its portfolio without refitting a single room.