Restaurant group Sheraton unveils new logo in transformation strategy

AFRICA – Hospitality group, Sheraton Hotels & Resorts and Marriott International’s most global brand has unveiled a new logo as part of its transformation journey for sustainable future operation.

Mara Hannula, Vice President, Global Brand Marketing, Classic Premium Brands said that the logo seeks to blend the brand with the evolving modern world especially in the hospitality industry.

“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 and offers a modernized look and feel to match our reimagined spaces while maintaining the powerful equity and recognition of the original logo,” Hannula said.

According to the group, the transformed 1,000-room Sheraton Grand Phoenix hotel which the company acquired in 2018 will bring to life the first of Sheraton’s full on-strategy hotel along with other exciting innovations. 

Sheraton revealed that the facility will serve as a living and breathing lab, showcasing design and activations, using new technology and insights in efforts of introducing a unique vibe to the space. 

Sandra Schulze-Potgieter, Vice President Premium & Select Brands, Marriott International Middle East and Africa, said;

“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.

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.”

According to a report by the group, the new logo has been redesigned to reflect both the future while at the same time hearkening back to Sheraton’s history.

The new Sheraton experience will be available to guests later this year in Phoenix while Guests will start to see the new logo on collateral and websites starting in April.

Sheraton Hotels & Resorts has nearly 450 hotels with presence in over 70 countries and territories around the world.

It is a subsidiary of USA based Marriott International, Inc.- which encompasses a portfolio of more than 6,900 properties in 30 leading hotel brands spanning 130 countries and territories.

Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world

News Reporter

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