The iconic Nashville hotel updated its visual brand identity.

The new look leans into the hotel's storied history and artistry. "Our rebrand leans into a bold signature yellow, paired with a custom typeface inspired by the hotel’s Beaux Arts interiors. A contemporary tone of voice redefines this heritage brand for a new era of modern Southern hospitality." according to Mucca, the agency behind the rebranding.

The Hermitage Hotel is an iconic landmark in Nashville. Opening its doors in 1910, the hotel is a National Historic Landmark as well as registered in the US's National Register of Historic Places.

The hotel is in the beaux-arts design and was commissioned by 250 Nashville residents at the time. It is most famously known as a platform for those involved in women's right to vote in 1920 in Tennessee. It was also a popular hotel for prominent public figures throughout the 20th century with patrons that ranged from former U.S. presidents like John F. Kennedy and Richard Nixon to performer Charlie Chaplin and aviator Amelia Earhart.

The hotel underwent major renovation in 1980 and again in 2021 to adapt more modern furnishings and features. It is a five-star hotel with 122 guest rooms and is included in the country's list of 273 accommodations part of Historic Hotels of America.