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New logo for Sheraton Hotels

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2 min read

Marriott International’s Sheraton Hotels & Resorts has unveiled a new logo paying homage to its past, depicting its vision for the future. The new design will appear across all collateral and websites from April 2019.

“The logo’s evolution reflects Sheraton’s vision for our new guest experience,” said Mara Hannula, Vice President, Global Brand Marketing, Classic Premium Brands.

The design offers a modernised look and feel to match the hotels reimagined spaces. 

“We are excited to introduce the new direction of the brand’s iconic symbol in the Middle East and Africa, where Sheraton has nurtured long-standing relationships with guests, owners and communities for over 50 years,” said Sandra Schulze-Potgieter, Vice President Premium & Select Brands, Marriott International Middle East and Africa. 

The updated design reimagines Sheraton’s famous laurel crest “as movement from the world and the energy of gathering, which point to the modernised Sheraton ‘S’ redrawn at the centre”.

The accompanying logotype, meanwhile, has been given an Art Deco-era style makeover and, in contrast to the old logo, it now also switches to all-caps.

“The logo’s evolution reflects the renewed energy and firm commitment we are making to our owners and guests to the resurgence of this iconic brand. More than a logo, this is a symbolic statement of Sheraton’s vision for our new guest experience,” explains Mara Hannula, vice president of global brand marketing for Marriott’s Classic Premium Brands. “This was the final piece of the redesign puzzle. This new logo offers a modernised look and feel to match the reimagined space while maintaining the powerful equity and recognition of the original logo.”

“There has been so much enthusiasm for the new direction of the brand and owners are excited about the change,” adds Indy Adenaw, vice president and global brand leader of Sheraton Hotels and Resorts.

Sheraton says guests will start to see the new logo design on collateral and websites starting in April.

“In line with the transformation of the brand, we will showcase our early adopter properties, the Sheraton Jeddah Hotel and Sheraton Grand Hotel, Dubai soon.”

Jeanette Briedenhann
Jeanette Briedenhann
Jeanette Phillips joined the team in 2016. She developed a passion and love for all things-travel related in her role as travel journalist, a position she held for over seven years. A brief exodus into the corporate marketing sphere proved that there is no better industry than the travel industry. Research and writing are two of Jeanette’s greatest passions, but she is always open to new challenges and different ways of doing things.

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