Sheraton Unveils New Logo

Marriott International has unveiled a new logo for Sheraton Hotels & Resorts that pays homage to its past and depicts its vision for the future.

The new designs reflects the brand’s holistic vision for the future, making Sheraton the central gathering place of communities around the world, welcoming guests and locals in a public space that embodies the modern town square vibe.

A new Sheraton experience will be available later this year at the transformed 1000-room Sheraton Grand Phoenix hotel which the company purchased in 2018. This hotel will showcase designs and activations, using new technology and insights that bring a unique community vibe to the space.

The centre of the new logo, the iconic Sheraton “S” remains to serve as a reminder of the brand’s long-standing 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 centre.  Guests will start to see the new logo on collateral and websites starting in April.

There are nearly 450 Sheraton hotels in over 70 countries and territories around the world.

“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. This was the final piece of the redesign puzzle. This new logo offers a modernized look and feel to match the reimagined space while maintaining the powerful equity and recognition of the original logo.”

Mara Hannula, Vice President, Global Brand Marketing, Classic Premium Brands.