The main selling points for the Criterion Hotel are its great service, consistent quality, and stellar location. For their branding, it needed to be both traditional and clean while nodding to their surroundings—a tall order, but we think we've nailed it. 

The icon, resembling a windmill (reminiscent of the Dalby surrounds), has been modified into a stylised letter "C". The colour choices match the building's feel, and by using two contrasting fonts - a classic serif and a cursive brush font - the logo gains a personal touch.