In the heart of Nashville stands a building that has quietly — and at times, thunderously — shaped American history. The Hermitage Hotel, a grand dame of Southern hospitality, has welcomed dignitaries, entertainers, and political firebrands since its opening in 1910. But as with many historical icons, the years had taken a toll — not in bricks and mortar, but in brand and identity. What was once a bold and unified presence had become fragmented, a visual patchwork of eras that lacked coherence or contemporary resonance.
Seeking to restore The Hermitage’s voice without erasing its past, the hotel partnered with New York-based design studio Mucca. Their mission? To craft a new identity that honored the hotel’s storied legacy while boldly positioning it for a modern, discerning audience. The result is a reimagined brand that doesn’t just speak — it sings, in a chorus of heritage, design, and wit.
A Building That Bore Witness to Change
More than just a luxury hotel, The Hermitage is woven into the fabric of American history. Perhaps most notably, it played a central role in the 1920 battle over women’s suffrage. When Tennessee became the final state needed to ratify the 19th Amendment, the political showdown took place within its very walls. Lawmakers lobbied, debated, and plotted across its ballrooms and hallways. The hotel became a symbolic — and literal — battleground for one of the most pivotal moments in American democracy.
For this and other contributions to the cultural narrative, The Hermitage has long been recognized as a National Historic Landmark. Yet by the 2000s, its brand identity had slipped into disrepair. A blend of old monograms, letterpress prints, and mismatched typefaces from different eras left the hotel feeling more like a time capsule than a living institution.
A Typeface That Tells a Story
Mucca began the restoration not with architecture, but with type. The team designed a custom font named Suffragette, a modern homage to the historic moment that made The Hermitage unforgettable. Taking inspiration from the widely used University Roman typeface of the 1960s and 70s, they created a sans serif reinterpretation that was both contemporary and nostalgic.
Slim, sharp, and unapologetically stylish, Suffragette has a subtle Deco flair that complements the hotel’s historic grandeur. It is at once sophisticated and distinct — a typographic embodiment of the trailblazers who once gathered beneath the hotel’s ornate ceilings. The font became the foundation of the visual system, allowing the brand to feel cohesive without sacrificing personality.
Words with a Wink
But a new identity isn’t just about the look — it’s also about the voice. Mucca introduced a tone that’s equal parts charming and down-to-earth. Instead of generic hospitality phrases like “Do Not Disturb,” the Hermitage’s new door hangers read “No, thanks.” Instead of “Please Make Up My Room,” guests are invited to say “Yes, please.” It’s subtle, yet disarming — a gentle reminder that tradition and fun aren’t mutually exclusive.
Even something as simple as a bookmark becomes a chance for connection. “Read me at The Hermitage,” it teases — a playful twist on the local phrase “Meet me at The Hermitage.” These small touches inject life and wit into the guest experience, reinforcing the hotel’s modern-day charisma while respecting its roots.
Yellow: The Color of Courage
One of the most striking elements of the rebrand is its use of bright yellow — not a random design choice, but a deliberate nod to history. During the suffrage campaign of 1920, those in favor of women’s right to vote wore yellow roses, while opponents wore red. The Hermitage, as the center of political activity, was awash in these visual symbols of advocacy and resistance.
Mucca embraced yellow not just for its historical symbolism, but also for its sense of warmth and joyful sophistication. The color threads its way through the new brand — in signage, tags, welcome mats, and even bellhop carts — adding vibrancy to the hotel’s visual world. Inspired by the gilded plasterwork and crown molding found throughout the property, the yellow palette bridges the past and present with elegance and purpose.
Honoring the Past, Embracing the Future
The success of this rebrand lies in its ability to walk a tightrope — paying homage to a richly storied past while stepping confidently into the now. It’s easy to get lost in nostalgia with a property as iconic as The Hermitage. But Mucca’s work demonstrates how honoring heritage doesn’t mean being trapped by it.
From the custom typeface to the sunny color palette, every decision in this redesign is rooted in meaning. It’s not just a new coat of paint; it’s a reawakening. The Hermitage now feels like a hotel with something to say — and the clarity, charm, and courage to say it well.
At a time when so many legacy institutions are struggling to stay relevant, The Hermitage offers a compelling blueprint: respect your roots, speak with clarity, and never underestimate the power of a yellow rose.
In breathing new life into this Nashville institution, Mucca didn’t just rebrand a hotel. They restored a voice — one that had once rallied a movement, and now whispers once more: history lives here.
