Starting its life as the first Holiday Inn in Amman in the 1970s, this hotel has seen a number of operators and brands over the decades. With a strong customer base locally and internationally, and a thriving wedding and events business, the owners of this Ammani "landmark" decided to create their own brand, without the reliance on any global operators. SYNTAX designed the new corporate identity of the hotel which the owners renamed "Landmark". The logo is pretty self explanatory, representing a vertical landmark in the city horizon, very much like the hotel itself in its urban surrounding. The hand-drawn letter "L", resulting from the intersection of the vertical and horizontal lines, is a casual visual element contrasted by the more formal looking type of the rest of the logo. This contrast of casual and formal is a fitting visual representation of what the hotel stands for. With an ongoing program of upgrades and renovations, Landmark has succeeded in creating a strong home-grown brand in Jordan that stands shoulder to shoulder with its global competitors.