Sheraton Marks Brand Transformation with New Logo

While the “S” still remains, Sheraton is ditching its iconic laurel design with a brand-new logo that the company said is marking the “final piece of the redesign puzzle” after joining Marriott as part of the 2016 acquisition.

Sheraton unveiled the new logo on Monday, writing in a press release that the new logo “pays homage to its past and depicts its vision for the future.”

“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 Vice President of Global Brand Marketing Mara Hannula.

“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.”

The first hotel to feature the new logo will be the 1,000-room Sheraton Grand Phoenix that will open later this year. Sheraton will make the logo change to its websites and marketing starting in April.

Sheraton, which faced an uncertain future before being acquired by Marriott, currently boasts a portfolio consisting of nearly 450 open hotels with 80 additional projects in the pipeline in 72 countries and territories. By 2020, the brand’s footprint is expected to expand to 90 countries.