Design shop The Partners has been briefed to create an identity for each of the five-star hotels that will reflect their history and the character of the properties.
The first fresh identity will be for the 110-year-old Connaught hotel, to coincide with a £60m refurbishment that began at the end of March.
As part of the refit, a wing will be built housing a spa and swimming pool as well as a grass roof to help reduce the hotel's carbon footprint. The hotel will re-open in the autumn.
A new group identity will also be developed.
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