Sheraton unveils new logo to reflect the brand’s future vision

by | Apr 6, 2019 | Chains

Sheraton’s new logo

Marriott International’s most global brand continues its future-facing journey with a nod to its long pioneering legacy.

As Sheraton Hotels & Resorts continues to look forward, the brand has now rolled out a new logo aimed at paying homage to its past as well as to its new vision for the future.

Sheraton is one of Marriott International’s brands, perhaps the one with the largest global reach, and it recently unveiled its new logo.

The new design reflects the brand’s holistic vision for the future, one which involves 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 new Sheraton experience

A logo, of course, is a significant part of a brand’s identity, and Sheraton’s leadership is well aware of this.

“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 and offers a modernized look and feel to match our reimagined spaces 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 which the company purchased in 2018 will bring to life the first of Sheraton’s full on-brand 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.

A new direction for the Middle East and Africa

Another part of the new design has to do with regional identity and the way Sheraton is perceived in certain parts of the world.

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

The new logo has been redesigned to signal an eye to the future while also looking back at the brand’s history.

It reimagines the signature laurel as the world’s movement and the energy of gathering, which point to the modernized Sheraton “S” redrawn at the centre.

Guests will start to see the new logo on collateral and websites starting in April.

In celebration of this important moment for the brand, Sheraton associates across the world are kicking off internal rallies on March 13 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.

Here is a TOPHOTELCONSTRUCTION infographic detailing Sheraton Hotels & Resorts impressive hotel pipeline.


Let’s take a look at a few other projects currently underway by Sheraton:


Sheraton Palau Resort 


Sheraton Luoyang Hotel 


Sheraton Ha Long Bay Hotel 


Sheraton (luxury and upscale full-service hotels, resorts and residences) is Starwoods largest brand serving the needs of luxury and upscale business and leisure travelers worldwide.




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