The Ugly Duckling is a new hospitality group in Amsterdam. The logo is a harmonious combination of a symbol and a wordmark, with the symbol portraying a swan gracefully diving underwater. The swan was chosen as a nod to The Ugly Duckling story, where the misunderstood duckling ultimately reveals its true identity. The act of diving represents a deeper purpose: the search for food, which serves as a metaphor for guests exploring and discovering the venues of The Ugly Duckling. Tasked by Brandchef Amsterdam, we designed the visual identity.