Brand identity
Who Bitcoin Hotel is, how it speaks, and the files to use. For press, partners and anyone building with us.
Positioning
What Bitcoin Hotel is, in one breath.
A boutique hotel on Lake Lugano with the comfort of a well-kept Italian house — run on Bitcoin principles: privacy, autonomy, sound money.
Caroline, in Brusimpiano, is the first.
Mission, vision, values
Mission
To set a new standard for boutique hospitality: private by principle, as little friction as possible, paid in the money the guest prefers — and to bring independent hotels under the Bitcoin Hotel umbrella in whichever way suits them: ownership, partnership or management.
Vision
A family of independent boutique hotels, each with its own character, sharing one way of running the house.
Values
- Privacy by default.We collect only what the stay needs.
- Autonomy.Self check-in, your own schedule, and reception whenever you want it.
- Sound money, your choice.Bitcoin on-chain or Lightning, card or cash: never a requirement, never a sermon.
- Hospitality first.The lake, the pool, the breakfast and the house dog matter more than the technology behind them.
- Honesty.Plain words, real photos, and a clear line between what is built and what is still being built.
Logo
The canonical files, PNG only. White artwork goes on dark grounds.
logo-bitcoinhotel-w-h.png
logo-bitcoinhotel-w.png
favicon-270.png
proof-of-taste-logo.png- Use only these files.
- Never redraw, retype, recolour, outline or filter the logo.
- Minimum size: 44 px on screen, 12 mm in print.
- Use the ₿H symbol alone only where the full logo also appears.
Don’t stretch
Don’t recolour
Don’t outline
- Bbitcoinhotel
Don’t redraw or retype
Colour
Ten colours. Graphite and cream carry the site; gold is the logo’s and the buttons’; verde, the shutter green, is for text and line accents on light grounds, salvia for labels and icons on dark. CMYK is approximate.
- Graphite
--graphite- HEX
- #1C1D1F
- RGB
- 28 29 31
- CMYK
- 10 6 0 88
Dark grounds: the header bar, dark bands, hero grounds; also the text colour on light grounds (--ink).
- Graphite 2
--graphite-2- HEX
- #2A2D31
- RGB
- 42 45 49
- CMYK
- 14 8 0 81
Cards and tiles on dark grounds, and hairlines on dark.
- Cream
--cream- HEX
- #F2EEE7
- RGB
- 242 238 231
- CMYK
- 0 2 5 5
The light page ground and every light section; text on dark grounds.
- Stone
--stone- HEX
- #DDD6CB
- RGB
- 221 214 203
- CMYK
- 0 3 8 13
Hairlines on light grounds, muted text on dark, image placeholders.
- Ink 2
--ink-2- HEX
- #4A4844
- RGB
- 74 72 68
- CMYK
- 0 3 8 71
Secondary text, captions and labels on light grounds.
- Gold
--gold- HEX
- #E3A52F
- RGB
- 227 165 47
- CMYK
- 0 27 79 11
The logo gold: BOOK NOW and primary buttons, the PLAN ₿ pill, hairlines and icons on dark. Hover is 6% lighter.
- Deep gold
--gold-deep- HEX
- #7A5410
- RGB
- 122 84 16
- CMYK
- 0 31 87 52
Gold as text on light grounds only: prices, kickers, accents. Never the bright gold on cream.
- Verde
--verde- HEX
- #2E4B3C
- RGB
- 46 75 60
- CMYK
- 39 0 20 71
Shutter green, an accent: the ground of the dinner/event popup, and small accents (a hairline, an icon, a kicker) where it reads as the shutters. Never a full section band.
- Salvia
--salvia- HEX
- #A9BDAE
- RGB
- 169 189 174
- CMYK
- 11 0 8 26
Sage: labels and small icons on dark grounds.
- Lake blue
--lake- HEX
- #2C5A78
- RGB
- 44 90 120
- CMYK
- 63 25 0 53
Links and the focus ring.
Contrast pairs
- Aa
--creamon--graphite14.6:1 · AAA - Aa
--inkon--cream14.6:1 · AAA - Aa
--goldon--graphite7.8:1 · AAA - Aa
--creamon--verde8.3:1 · AAA
Type
Two open-licence families, both in the download.
Anybody · display
Aa Bb ₿ 28
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Space Grotesk · text
Aa Bb ₿ 28
abcdefghijklmnopqrstuvwxyz 0123456789
A boutique hotel on Lake Lugano
Headlines pair a thin, wide line with a heavy, narrow one.
- DisplayAnybody780 (headlines 240 / 860)40–170 px
- BodySpace Grotesk40017 px, leads 19–23 px
- LabelsSpace Grotesk600, capitals, .14em tracking12–13 px
Bitcoin, quietly
Bitcoin stays quiet and optional.
A small mark
Listed last
- CardAlways
- CashAlways
- Bitcoin on-chainIf you like
- LightningIf you like
Plain words
Do I have to pay in bitcoin?
No. Card and cash work as anywhere.
- ₿
No neon
No coins
No charts
- AI visual
No neon, crypto or casino AI visuals
Voice
Warm, plain, calm. Never salesy, never jargon.
Welcome home, Bitcoiner.
Brand line
Pay in bitcoin, or don’t.
Brand line
The mountains keep the noise out. The lake does the rest.
Site · Home, About
Bitcoin, if you like.
Site · About
Wake up to the lake, not to a train.
Site · Events
Pets are welcome. The house dog will probably come to say hello.
Site · About
The name Bitcoin Hotel Caroline. Caroline is the house, Bitcoin Hotel is the brand; never “formerly”.
Photography
Real light, warm grade, no clutter.
AI-generated visuals
We sometimes use AI-generated visuals for events and campaigns.
- They must be realistic and true to the house: the yellow facade, green shutters, the courtyard pool, Lake Lugano light. Never fantasy.
- The logo is never generated: the real logo file is always placed on top.
- AI visuals are illustrative and labelled as such.
- They are never presented as photos of rooms you can book.
Components
--gold on --graphite--gold fill · 2 px --gold outline on --cream1px --gold, fully rounded
- When
- Oct 28, 19:00
- Where
- Brusimpiano
graphite at 86%, 8 px blur, --cream text- When
- Oct 31, 18:00
- Where
- Brusimpiano
cream at 80%, 8 px blur, --ink textDownloads
Download everything5.8 MB · updated 2026-10-30
Logos
All logo files, PNG at three sizes.
394 KBUpdated 2026-10-30
DownloadColours
CSS, JSON, Adobe swatches and a PDF sheet.
101 KBUpdated 2026-10-30
DownloadFonts
Anybody and Space Grotesk, with licences.
145 KBUpdated 2026-10-30
DownloadPhotos
Twelve photographs, free for coverage of the hotel.
4.8 MBUpdated 2026-10-30
DownloadBrand sheet
Positioning, mission, vision and values on the front, the assets on the back. One A4 sheet, printed both sides.
500 KBUpdated 2026-10-30
Download
Interviews and high-res requests: info@bitcoinhotel.com