Dayuse is a French-born online platform for booking hotel rooms by the day rather than overnight, founded in 2010. The company’s visual identity has undergone two documented redesigns, first by the creative agency DesignStudio in 2021 and then a brand evolution announced by Dayuse itself in 2023.
Design and History
In October 2021, DesignStudio created a new identity for Dayuse, which was described as an “uplifting brand identity” for the Parisian startup. The project began with a trip to Dayuse’s headquarters in Paris, where the team conducted a sensory workshop with the brand. The new identity was designed to show that the brand offers its customers much more than “a cheeky rendezvous.” [1]
The 2021 logo was inspired by a clockface, a shape also embedded in the “Y” of the wordmark, where one arm was removed to give the appearance of the arms of a clock. [2] The branding centred on a vibrant yellow and orange colour palette, with graphic illustrations mimicking the layout of comic books, positioning the idea of daytime hotel booking as a leisure pursuit. [3]
In 2023, Dayuse unveiled a new brand platform reflecting its ambition to democratise lifestyle experiences at hotels during the day. The company stated that the colours of its new look were inspired by real photos of daytime skies, representing its concept of “rêve éveillé” (daydream), acting as an invitation to suspend time. [4]
Meaning and Symbolism
The 2021 clockface-inspired logo directly referenced the core concept of time and daytime use, with the “Y” of the wordmark forming clock hands. [2] The vibrant yellow and orange palette was chosen to reframe perceptions of the service, positioning daytime hotel booking as a leisure pursuit rather than a purely functional transaction. [3]
The 2023 colour evolution drew directly from photographs of daytime skies, with the company describing the new colours as representing its daydream concept and an invitation to experience freedom and well-being. [4]
Typography and Design
For the 2021 identity, DesignStudio used a bold sans serif typeface for much of the communications, complemented by a smoother serif font for supporting use. [1] The identity also included pictogram icons revealing how time might be spent in hotels, along with a window design system allowing the company to tell “multiple stories at once.” [1]
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