Celebrating a half-century in business, Shangri-La Hotels and Resorts is marking the occasion with a new logo.
The company says it gives it a more contemporary look and feel .
The signature ‘S’ mark is retained and takes on a new gold colour with the original typeface refined for a more modern feel
Additionally, the brand has opted not to include ‘Hotels and Resorts’ in the refreshed logo, recognising that Shangri-La is more than a place
The logo is inspired by Asian calligraphic elements.
Shangri-La opened its first hotel in Hong Kong in 1971 ans its portfolio has now grown to more than 80 locations.
"We are not moving away from our core values, instead, this customer-centric approach signifies our commitment to strengthening the connection between our guests and our brand experience," said Hui Kuok, Chairman of Shangri-La Group.
