Reflagged Portland Marriott at Sable Oaks Opens as Sheraton, First to Display New Sheraton Logo

Marriott International announced that Sheraton Hotels has begun the rollout of its new logo with the reflagging of the former Portland Marriott at Sable Oaks as the Portland Sheraton at Sable Oaks.

The new design modernizes Sheraton’s signature crest, replacing the recognizable laurel wreath with a more modern look that nonetheless is instantly recognizable. The vintage 1960s Zahrah Boldserif font in the current logo is being replaced with a sans serif font, similar to Futura Light, and the name “Sheraton” appears in all upper case.

The 226-key property underwent a $12 million top-to-bottom renovation as part of the conversion. The work covered all guest rooms and suites, all meeting and event spaces, and the lobby. The hotel’s Grand Ballroom can seat 900 theater style and the property features a gazebo area suitable for outdoor events.

“The hotel embodies our vision for Sheraton, which centers around being the gathering place for our guests and local community members alike,” said Indy Adenaw, Sheraton’s vice president of brand management.

(Photo: Accura Media Group)