Sheraton Unveils New Logo to Mark Transformation Milestone

Sheraton Hotels & Resorts is continuing their transformation by unveiling its new logo. The logo pays homage to their past and depicts the vision for the future. Sheraton has a holistic vision for the future, welcoming guests to their properties worldwide in a public space that embodies the feeling of a modern town square.

Mara Hannula, Vice President, Global Brand Marketing, Classic Premium Brands, commented on the new Sheraton logo:

“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.”

Guests will be able to partake in the new Sheraton experience later this year in Phoenix, Arizona. The 1,000-room Sheraton Grand Phoenix hotel has been transformed to bring the first of Sheraton’s full on-strategy hotel property to life along with other enhancements. It will serve as a living and breathing lab to showcase design and activations, and use new technology and insights that will bring a unique community vibe to the space.

More than 30% of the Sheraton portfolio is under some sort of renovation to meet the new direction of the brand. Some of these transformations are smaller, while others are complete revamps.

Sheraton’s signature crest is one of the more recognized marks in the world. They were the first Western brand in China and the first United States brand to do business in Eastern Europe and Russia. To keep with the brand’s long-standing history, the icorn Sheraton “S” remains in the center of the new logo.

Sheraton associates worldwide will be kicking off internal rallies on March 13th to commemorate this new milestone and the new Sheraton service and strategy. Learn more about the Sheraton brand and their transformation on their official website.