SLS Hotels is an new brand aiming to redefine the international luxury hotel market. As Los Angeles isn't known for its history, GBH Design was challenged to create a logo that would feel instantly authentic, traditional and elegant but also embody the brand's subversive difference. Drawing on European heraldry, at first glance it looks like a royal crest adorned by beasts, but on closer inspection it is in fact a chandelier that is being vandalised by monkeys. In addition to the main logo, GBH created a library of monkey engravings and paintings to be used in various media.