Marriott International has updated the logo for its Sheraton brand as the global marque continues its reinvention as a community-driven luxury name.
Designed to reflect Sheraton’s new market standing as a welcoming environment for locals as much as travellers, the brand says the icon represents the final piece in the redesign puzzle. The new logo retains the iconic ‘S’ in a redrawn format and refreshes the surrounding laurel to reflect a new sense of energy and enthusiasm.
The new logo brings with it an enhance service culture to involve the hotel on a wider level with community activities and to be a more present and active member of the cities in which the hotel is located.
Following on from the reveal of its reimagined guest room in late 2017, the company set out to recognise the heritage and prestige of the Sheraton name, with the new logo incorporating the storied history of Sheraton while laying the groundwork for the brand’s next generation and showcasing a strong future ahead.
Sheraton continues to revamp its hotels in line with the brand refresh. Earlier this year, Sydney’s former Sheraton on the Park concluded its renovation which saw the property reopen at the Sheraton Grand Sydney Hyde Park in a lavish ceremony.
Sheraton Hotels & Resorts Vice President and Global Brand Leader, Indy Adenaw, said there had been an immense level of enthusiasm for the brand’s new direction which had left owners excited about what is yet to come.
“From Phoenix to Toronto, Tel Aviv to Fiji, more than 30 per cent of our portfolio worldwide is under some sort of renovation. Whether it is a full or partial transformation, I am sure our guests will be pleased with what they see.”