Sheraton Marks Transformation with New, Modernized Logo

The current Sheraton logotype

Marriott’s Sheraton unit is getting an updated logo as part of the hotelier’s transformation of the Sheraton brand.

The new design modernizes Sheraton’s signature crest, replacing the recognizable laurel wreath with 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” will be all in upper case.

Marriott says the logo “pays homage” to Sheraton’s past while providing a “vision for its future.”

Last June, Marriott announced it had acquired and would transform the thousand-room Sheraton Grand Phoenix into a “cutting-edge model” for the Sheraton brand that will open later this year.

Sheraton was founded in 1933 and gained its name in 1937, when its owners purchased a third property that already carried the name.

The hotelier expanded rapidly along the East Coast and in Canada and began an international expansion in the 1960s. It was acquired in 1968 by ITT and in 1998 by Starwood Hotels & Resorts. Marriott acquired Starwood in 2016.

(Photo: Accura Media Group)