Sheraton Hotels & Resorts is updating its logo after 82 years as part of a larger brand transformation.
The design for what Marriott International calls its most global brand "pays homage to its past and depicts its vision for the future,” according to the hotel. Grey New York created a 39-second video explaining the logo change. If features the tagline “Where The World Comes Together.”
Serving as a reminder of the brand's long-standing history, at the center of the new logo, the Sheraton "S" remains. The new logo reimagines the signature laurel as "a circle representing the world," with the modernized Sheraton "S" redrawn at the center, according to the company.
Guests will start to see the new logo on collateral and websites starting in April.
It is a symbolic statement of Sheraton's vision for its new guest experience, said Mara Hannula, vice president, global brand marketing, Classic Premium Brands.
"This was the final piece of the redesign puzzle,” Hannula states. “This new logo offers a modernized 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. The transformed 1,000-room Sheraton Grand Phoenix hotel will showcase innovations in design using new technology and insights that bring a unique community vibe to the space, according to the company.
More than 30% of the hotel’s properties worldwide are under some sort of renovation, says Indy Adenaw, vice president and global brand leader of Sheraton Hotels and Resorts.