Today, Sheraton Hotels & Resorts unveiled a new logo that pays homage to the iconic brand's past and depicts its vision for the future. The design, said parent company Marriott International, reflects the brand’s holistic vision to become the central gathering place of communities around the world. A key component to rebranding is the transformation of Sheraton lobbies, which now will have a town square feel to them and will feature communal tables with lockable drawers for guest to store their personal devices.
“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 Mara Hannula, Marriott’s vice president of global grand marketing for classic premium brands, in a statement. “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.”
The iconic Sheraton “S” remains at the center of the brand logo, which will begin appearing on collateral and websites in April of this year.
The unveiling of the logo comes almost a year after the 2018 NYU Hospitality Investment Conference held in Manhattan, when Marriott International announced it would be investing $500 million to rebrand the chain, which the company felt had lost some of its luster. Marriott had acquired Sheraton, which celebrates its 82th anniversary this year, as part of the Starwood Hotels and Resorts acquisition in 2016. At that time, the brand's inventory of 444 hotels made up 42 percent of the Starwood portfolio. Today, Sheraton is the third largest of Marriott’s 30 brands by room count, and its largest brand outside of the U.S., also by room count.
The new Sheraton experience will be available to guests later this year upon completion of a renovation of the 1,000-room Sheraton Grand Phoenix, which the company purchased in 2018 for $255 million. The 33-story hotel, which features 77,000 square feet of meeting space, will serve as a living lab for the transformed Sheraton brand, showcasing new design and technology.
“There has been so much enthusiasm for the new direction of the brand, and owners are excited about the change,” said Indy Adenaw, vice president and global brand leader of Sheraton Hotels & Resorts, in a statement. “From Phoenix to Toronto, Tel Aviv to Fiji, more than 30 percent of our portfolio worldwide is under some sort of renovation. Whether it is a full or partial transformation, I am sure our guests will be pleased with what they see.”