Lighting as a Branding Tool: How Top Hotels Use Light to Express Identity

In the world of hospitality, branding is more than just a logo or a color palette. It’s a feeling—a carefully crafted atmosphere that tells guests what to expect, how to feel, and how to remember you.

And yet, while much attention is given to the design of furniture, uniforms, or menus, lighting often remains an underused branding tool. Which is surprising—because light is one of the most powerful ways to express identity.

Just like typography or tone of voice, lighting can be minimal or dramatic, playful or refined. It speaks—silently but convincingly—about who you are.

Here’s how some of the world’s most respected hotels use lighting as an extension of their brand—and how you can do the same.

Lighting That Feels Like the Brand

Let’s take a look at real examples:

The Edition Hotels
Known for understated luxury and modern elegance, Edition hotels use lighting to create a sense of exclusivity. Warm, diffused light across textured surfaces. Subtle spotlights that highlight natural materials. There are no harsh glares or flashy chandeliers—everything glows softly, calmly. It feels like discretion made visible.

The Hoxton
Urban, social, and creative, Hoxton hotels use a completely different approach. Their lighting is layered and lived-in—vintage-inspired fixtures, table lamps in communal spaces, warm filaments. The message is clear: this is not a sterile hotel, this is your stylish, open-plan apartment in a great part of town.

Aman Resorts
Quiet, natural, spiritual. Aman properties are masters of “invisible” luxury. Lighting is so carefully integrated into the architecture and landscape that it almost disappears. Pathways are lit by recessed ground lighting. Rooms are softly illuminated with neutral tones. The brand message is serenity, and the lighting delivers it in every room.

Mama Shelter
Bold and energetic, Mama Shelter properties lean into playful lighting choices—neon typography, colorful pendants, even cartoon-style wall projections. Lighting here doesn’t hide; it sings. The effect is unmistakable: this is a brand with personality and a sense of humor.

Sacher Hotel, Vienna
Old-world glamour and classic European heritage are at the heart of the Sacher experience. Their lighting includes ornate chandeliers, rich warm tones, and dramatic contrasts that bring out deep colors and textures. The result is theatrical and timeless—completely aligned with the hotel’s legacy.

What These Brands Understand

1. Lighting reinforces mood.
   Whether it’s calm, energetic, intimate, or opulent—light sets the emotional tone.

2. Lighting carries the brand’s voice.
   A modern brand uses clean, cool lighting. A vintage or heritage brand might opt for dimmer, warm-hued fixtures.

3. Lighting builds memory.
   People may not remember the exact design of a lamp, but they remember how it made them feel. A glowing courtyard. A perfectly lit bar. A room that greeted them gently after a long day.

4. Lighting distinguishes you.
   In a crowded market, a recognizable lighting style becomes part of the venue’s signature. The glow of the hotel becomes part of the guest's memory—something no competitor can replicate.

How to Use This in Your Own Venue

• Work with your interior designer to define your brand's lighting personality as early as possible.

• Think of lighting as part of your story—not just your decor.

• Avoid generic solutions. The wrong lighting can dilute your brand’s identity just as quickly as a poorly chosen typeface or playlist.

• Consider how lighting transitions throughout the day to maintain consistency with your tone of voice—whether it's quiet, confident, casual, or elevated.

Lighting is not just functional. It’s a form of expression. And in the hospitality industry, where every detail contributes to the guest’s perception, lighting has the power to speak volumes—without saying a word.

Make sure it’s saying the right thing about you. If you need any assistance finding the right lighting solution for your business our customer success team at Trempa Design is here for you