Boutique hotel platform Mr & Mrs Smith has said goodbye to its trademark signature as it unveiled a new brand identity, its first refresh in its 21-year history.

The introduction of the new look follows the company’s acquisition by hospitality giant Hyatt earlier this year for £53 million.

It has been inspired by “classic design icons” such as Vogue while retaining its own unique personality, the company shared.

“Back at the beginning, we designed our logo and branding exclusively for print; that distinctive signature logo was developed for our first book – a nod to the saucy, pseudonymous couple signing into a hotel’s guestbook. We never imagined it would carry our brand for over two decades,” it said.