Marriott International’s Sheraton Hotels & Resorts has marked its evolving transformation with a newly updated logo.
Its famous laurel design has disappeared with ‘a modernized look-and-feel to match the reimagined space’ of the brand, Marriott says.
The new 1,000-room Sheraton Grand Phoenix will be the first hotel to sport the new logo when it opens this year.
The new logo design will be seen on websites and in marketing materials from next month.
"More than a logo, this is a symbolic statement of Sheraton’s vision for our new guest experience," said VP of global brand marketing, Mara Hannula.
It ‘pays homage to its past and depicts its vision for the future,’ the company said.
Sheraton, which was described as ‘a tired brand’ prior to Marriott’s takeover of former owner Starwood, has been gradually reinventing itself with $500 million of renovations to modernize guestrooms and transform the lobbies into more social spaces.
There are 450 Sheraton hotels open worldwide with 80 in the pipeline.
