Sheraton Hotels & Resorts has a new logo. Its iconic
stylized "S" remains, but the encircling laurel wreath has been
replaced with a sleeker design.
According to parent company Marriott International, the "modernized"
design is intended to pay homage to Sheraton's past while communicating a "holistic
vision for the future."
The new logo will begin appearing on Sheraton's website and
other platforms next month.
The change is part of Marriott's ongoing revamp of the
82-year-old brand, which has nearly 450 hotels worldwide.
The rollout comes as Marriott prepares to debut Sheraton's
overhaul with the reopening of the 1,000-room Sheraton Grand Phoenix hotel
later this year.
Currently undergoing an extensive renovation, the hotel will be the first to
showcase many brand changes, including new design and technology components.
Sheraton vice president and global brand leader Indy Adenaw said
that more than 30% of the global Sheraton portfolio is now under full or