Sheraton: Sheraton new logo

Client: Sheraton
Date: Mar 2019
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Sheraton Hotels & Resorts, Marriott International's 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 Sheraton is making to its owners and guests to the resurgence of the brand. It is a symbolic statement of Sheraton's vision for our new guest experience. The new logo offers a modernized look and feel to match the reimagined space while maintaining the powerful equity and recognition of the original logo.

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.

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Added 24 May 2019
Agency: BBDO
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