Sheraton Unveils New Brand Identity

Sheraton Hotels & Resorts, Marriott International’s  most global brand continues its transformation journey with a nod to its timeless pioneering legacy, as it unveils a new logo that pays homage to its past and depicts its vision for the future. The new design reflects the brand’s holistic vision for the future, 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 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-strategy 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.

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

In celebration of this moment for the brand, Sheraton associates across the world are kicking off on March 13 internal rallies to commemorate this milestone and the new Sheraton service and culture strategy, recommitting themselves to the brand and to reestablishing its place at the heart of the global community.