Hong Kong – Shangri-La Group has launched today a refreshed brand logo for Shangri-La Hotels and Resorts that pays tribute to its past and sets a fresh vision for the future, marking 2021 as an important 50th-year milestone.
The new logo is an emblem that reflects the brand’s journey and evolution with its guests, while staying true to the brand roots that have delivered warm Asian hospitality. Shangri-La said that it also presents a more contemporary vibe while maintaining the powerful equity of the brand.
The signature ‘S’ mark is retained and takes on a new gold color that signifies the warm glow of ‘sunrise’, and the original typeface is refined for a more modern feel to align with the new design character inspired by Asian calligraphic elements, creating a connection to history and tradition. More importantly, Shangri-La has opted not to include ‘Hotels and Resorts’ in the refreshed logo, as the brand believes that they are more than a place, but an experience.
According to Hui Kuok, the chairman of Shangri-La Group, the brand evolution is their way of looking forward to the future and delivering their promise of hospitality across stay, wellness, and family experience, as well as gastronomy, among others.
“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,” said Kuok.
Meanwhile, Beng Chee Lim, the chief executive officer of Shangri-La Group, said that the ongoing brand evolution strengthens Shangri-La’s commitment to guests, colleagues and partners, and they view this undertaking as an important strategy that will empower the hotel.
“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,” added Lim.
