Founded more than seven decades ago by Dino Innocenti, FH55 Hotels has built its identity over time on the ability to bring together tradition and innovation: on one side, the historic heritage of its locations and their strong connection with their destinations; on the other, an ongoing journey of renovation and enhancement, with a focus on design, service quality and the overall guest experience.
The new positioning strengthens this distinctive approach, defining FH55 Hotels as a group of luxury city hotels shaped by a sense of “charming luxury”: understated and approachable luxury, far removed from ostentation, combining elegance, comfort and authenticity. The destinations (Florence, Rome and Fiesole) thus become an integral part of the experience, with hotels set in historic and iconic locations and designed to offer guests a privileged perspective on the cities and their heritage.
“This rebranding represents an important milestone in the history of FH55 Hotels, because it allows us to give a new expression to an identity rooted in more than 70 years of Italian hospitality. We did not simply want to change a logo, but to communicate more clearly who we are today and, above all, where we want to go. We have chosen to highlight what makes us recognizable — our history, our locations, and our attention to people and to our guests — while integrating these elements with a contemporary language and an increasingly international vision of luxury. Each of our hotels will continue to have its own personality, while at the same time our sense of belonging to a shared reality, with common values and standards, will become even stronger.” says Claudio Catani, Vice President Operations of FH55 Hotels.
The heart of the rebranding is the creation of a brand system in which FH55 becomes the distinctive mark shared by all the properties, without making them uniform. The new brand architecture preserves the individual identity of each hotel, shaped by its destination, personality and guest experience, within a shared strategic and values-driven framework.
This approach allows the group to present a more recognizable voice in the market while highlighting the different personalities of FH55 hospitality: from the Grand Hotel Palatino in the heart of Rome to Hotel Villa Fiesole, and from the Grand Hotel Mediterraneo to Hotel Calzaiuoli in Florence.
Each property retains its own distinctive character while becoming part of a broader narrative built around the same core values: excellence, authenticity, hospitality, sustainability and balanced innovation.
The rebranding finds its most immediate expression in the new corporate visual identity. The FH55 logo becomes the group’s primary identifying mark, supported by a graphic system designed to ensure consistency and recognition across all applications, from corporate communications to digital channels.
The new color palette centers on two distinctive shades: FH55 Testa di Moro, the primary color chosen to represent the brand, and FH55 Beige, conceived as its complementary tone. This shared foundation is complemented by accent colors assigned to individual properties (green, blue and terracotta) allowing each hotel to express its own personality while maintaining a cohesive visual language. Typography also plays a key role in defining the new brand personality: Ivy Presto, an elegant serif typeface, and Futura Std, with its clean, contemporary character, create a balance between heritage and modernity.
Completing the system, each hotel is identified by its own pictogram, inspired by the sense of place and by the cultural or geographical characteristics of its destination. This graphic element becomes a distinctive visual signature for each property, further reinforcing its individuality.
Behind the new visual language lies, above all, a clear vision of hospitality. FH55 Hotels aims to offer a refined and personalized experience in which contemporary luxury meets the warmth of home, through carefully designed spaces, thoughtful design, comfort, personalized services and a high-level culinary offering.
The rebranding therefore accompanies a broader journey of growth and property renovations, with the goal of strengthening the group’s luxury positioning and creating increasingly distinctive experiences. A transformation that begins with identity and ultimately reaches the relationship with the guest: because, for FH55, true luxury is not only about what you see, but above all how you feel during your stay.
Tradition and roots, excellence and quality, functional elegance, responsible innovation and integrated sustainability are the five pillars guiding this new phase for the group. A value system designed to support the growth of FH55 Hotels while preserving what lies at its very heart: an Italian, family-owned and contemporary story shaped by places, people and genuine attention to the guest.
FH55 Hotels. The story of Italian hospitality, told in a new way.
