Sheraton’s new logo highlights its transformation journey
Marriott International’s most global brand – Sheraton Hotels and Resorts unveils a new logo that pays homage to its past and depicts its vision for the future.
The new design reflects the brand’s holistic vision for the future, making Sheraton the central gathering place of communities around the world, welcoming guests and locals into a public space that embodies the “modern town square vibe.”
“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,” said Mara Hannula, Vice President, Global Brand Marketing, 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.”
The new Sheraton experience will be available to guests later this year in Phoenix, USA. The transformed 1,000-room Sheraton Grand Phoenix hotel in the USA which the company purchased in 2018 will bring to life the first of Sheraton’s full on-strategy hotel along with other exciting innovations. The hotel will serve as a living and breathing lab, showcasing design and activations, using new technology and insights that bring a unique community vibe to the space.
“There has been so much enthusiasm for the new direction of the brand and owners are excited about the change,” said Indy Adenaw, Vice President and Global Brand Leader of Sheraton Hotels and Resorts. “From Phoenix to Toronto, Tel Aviv to Fiji more than 30% 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.”
In celebration of this moment for the brand, Sheraton associates across the world are kicking off on March 13 internal rallies to commemorate this milestone and the new Sheraton service and culture strategy, recommitting themselves to the brand and to re-establishing its place at the heart of the global community.
