In celebration of 50 years of hospitality excellence, Shangri-La Hotels and Resorts has unveiled a refreshed brand logo.
The logo, which pays tribute to its past and sets a fresh vision for the future, emphasises the brand’s journey and evolution with its guests, while staying true to its roots. Shangri-La began its journey in Singapore in 1971 with its first hotel. Since then, the luxury brand has branched out into key destinations around the world. Its portfolio boasts over 80 hotels and resorts, bringing the best of Asia through heartfelt hospitality and joyful experiences for its guests.
Although the new logo is more contemporary than its predecessor, it maintains the powerful equity of the brand. The signature ‘S’ mark is retained and takes on a new gold colour, reflecting the warm glow of sunrise, and the original typeface is refined for a more contemporary feel to align with the new design ethos. Meanwhile, the brand has opted not to include ‘Hotels and Resorts’ in the refreshed logo, recognising that Shangri-La is not just a place, but rather a feeling and an experience.
Chairman, Shangri-La Group, Hui Kuok said: “Since our founding, Shangri-La has been known for our genuine and heartfelt care shown to guests and colleagues, hallmarks of our Asian heritage that make us unique and special to this day. We are not moving away from our core values. Instead, this customer-centric approach signifies our commitment to strengthening the connection between our guests and our brand experience.”
Kuok added: “We operate in some of the most dynamic parts of the world where customer expectations are continuously evolving. Our brand evolution is our way of looking forward to the future and delivering on our promise of heartfelt hospitality in every moment across stay, wellness, family experience, gastronomy and more.”
Armed with a pioneering spirit, Shangri-La strives to build on the timelessness of the brand by reflecting, evolving and innovating its service culture, design DNA and signature experiences.
CEO, Shangri-La Group, Lim Beng Chee declared: “The ongoing brand evolution strengthens Shangri-La’s commitment to guests, colleagues and partners. We view this undertaking as an important strategy that will empower our hotels to capture new opportunities by keeping pace with our customers and their changing expectations.”
Chee concluded: “Reflecting on the last 50 years of heartfelt hospitality, the brand looks forward to curating more relevant and meaningful experiences that will enable many more moments of joy for our customers. Anticipating the future, we look forward to continuing this journey together.”