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Shangri-La Hotels & Resorts Unveils Refreshed Logo To Mark Its 50th Anniversary

The refreshed Shangri-La logo presents a more contemporary look and feel while maintaining the powerful equity of the brand

As part of Shangri-La’s 50th Anniversary celebrations, the Group  has announced a refreshed brand logo for Shangri-La Hotels and Resorts (Shangri-La) that pays  tribute to its past and sets a fresh vision for the future. The refreshed logo reflects the brand’s  journey and evolution with its guests, while staying true to the brand roots that have  continually delivered warm Asian hospitality. Beginning in Singapore in 1971 with the first  hotel, Shangri-La’s story has been closely tied to Asia for 50 years. The brand has expanded to  key destinations around the world, inclusive of more than 80 hotels and resorts to date,  bringing the best of Asian through heartfelt hospitality and joyful experiences for its guests.  

The refreshed brand logo of Shangri-La Hotels and Resorts 

The refreshed Shangri-La logo presents a more contemporary look and feel while maintaining  the powerful equity of the brand. The signature “S” mark is retained and takes on a new gold  colour that evokes the warm glow of sunrise, and the original typeface is refined for a more  modern feel to align with the new design ethos, and is inspired by Asian calligraphic elements  and creating a connection to history and tradition. Additionally, the brand has opted not to  include ‘Hotels and Resorts’ in the refreshed logo, recognising that Shangri-La is more than a  place, but a feeling and an experience that inspires personal moments of joy.

“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,” said Hui Kuok, Chairman of Shangri-La Group. “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. 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 ” she added.  

Through its 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.  Shangri-La Singapore marks the beginning of the brand journey 50 years ago, and remains an  important symbol in its transformative journey to this day. Unveiled in 2017 and 2018  respectively, the rejuvenated Tower Wing and the launch of Buds by Shangri-La set successful  precedents for new design and family experience concepts. Island Shangri-La, Hong Kong is  undertaking a renovation beginning with The Horizon floors and suites that will bring a fresh,  modern perspective to a beloved destination. Set for launch in 2022, Shangri-La Hangzhou,  the first Shangri-La hotel in Mainland China, will undertake a renovation project to honour  classic elements of the West Lake location with an updated design concept that will offer  exclusive, secluded and ultra-luxurious experiences for guests visiting the UNESCO World  Cultural Heritage site. 

“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.” explains Lim Beng Chee, Chief Executive Officer of Shangri-La Group.  “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.”

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