The choice of letter form, a simplified square serif, developed from an architectural analogy to building. To further the architectural overtones, the H was given the illusion of three dimensions. The multiple illusion in the three dimensional form of the H is meant to represent a chain of hotels rather than
one hotel. The illusion of the double reading and the fact that all of the gray and black triangles read both as horizontal and vertical planes in two directions keep the symbol active. A flat reading of the color areas is also possible,
suggesting an elegance appropriate to the feeling of good hotels.