Sheraton Hotels and Resorts—once the flagship brand of the late Starwood Hotels & Resorts Worldwide—is continuing to evolve its brand image under Marriott International with a new logo that is meant to pay "homage to its past and [depict] its vision for the future."
The company explained the new design. "Serving as a reminder of the brand’s history, at the center of the new logo the iconic Sheraton 'S' remains. The new logo has been redesigned to signal an eye to the future while also hearkening back to Sheraton’s history. The new logo reimagines the signature laurel as movement from the world and the energy of gathering, which point to the modernized Sheraton 'S' redrawn at the center."
Marriott added guests will start to see the new logo on collateral and websites beginning in April.
"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," said Mara Hannula, VP/global brand marketing, classic premium brands. "More than a logo, this is a symbolic statement of Sheraton’s vision for our new guest experience. This was the final piece of the redesign puzzle. 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."
New Guest Experience
The new Sheraton "experience" will debut later this year in Phoenix. The transformed 1,000-room Sheraton Grand Phoenix hotel, which the company purchased in 2018, will serve as a lab for the brand, showcasing design, activations and new technology.
Indy Adenaw, VP/global brand leader of Sheraton Hotels and Resorts, said more than 30 percent of the brand's portfolio worldwide is under some type of renovation. "Whether it is a full or partial transformation, I am sure our guests will be pleased with what they see," said Adenaw.