Sheraton is the well-known hotel brand with over 440 properties and 156,400 rooms around the world in prime locations. It was acquired my Marriott Group in the takeover of Starwood Hotels (for $13 billion).
Sheraton hotel chain is one of the largest in the world. Founded in the United States in 1937 by Ernest Hendersen and Robert Moore, it has been a leader in the hotel industry for more than 70 years.
In 1949 the company made the transition to the international arena. Since then, the Sheraton chain has continuously expanded its presence globally.
Today the chain owns such brands as Sheraton, Le Meridien, Four Points by Sheraton, Westin, The Luxury Collection, Aloft, Element, St. Regis, and W Hotels. Under these brands, the company owns more than 1000 hotels worldwide, 230 of which are branded as Sheraton.
Exceptional hotels of the highest caliber are represented in the Sheraton Brand. High-end service, exclusive services, and fashionable interiors are all part of the company’s philosophy.
What is Sheraton?
Sheraton is one of the largest hotel chains in the world, which was established in the United States in 1937. Today the chain owns more than a thousand hotels in over 90 countries across the globe, being the second-largest international chain after Hilton.
The Sheraton logo was changed only once in the brand’s 40-years history. The old logo was and remains the most recognizable in the hospitality industry. The new design reflects the brand’s vision for the future.
The new Sheraton logo offers a modernized look and feel while maintaining the powerful equity and recognition of the original logo. Some of the elements were completely changed, another ones – just slightly.
The new logo reimagines the signature laurel as movement from the world and the energy of gathering. It has always been the most significant part of the Sheraton logo.
The laurels are replaced with a complete circle, an abstract ring, which represents the future direction of the brand.
The most recognizable element of the logo, the key identifier for the brand is the “S”. It’s been redrawn in the center and became a little thinner, more crisp and elegant.
The previous logo wordmark was executed in serif-based heavy Didone, which was not the perfect typeface for digital screens.
A new font is called GT Super Display. It has cleaner lines, which read better on mobile, and gives the brand a more modern, future-forward design aesthetic.
The new typeface has an Art Deco feeling and can become as recognizable for the customers all over the world as the previous was.
One element missing from the old logo was this reminder of the brand’s founding year. It is positioned on the very base of the new logo, so that it can be withheld if there is not enough room on a given placement.
The new Sheraton logo has been redesigned to signal an eye to the future while also hearkening back to the iconic brand’s history. It is modern and stylish, containing classic elements, and working perfectly with the modern ones.
The elegant uppercase lettering from the primary Sheraton badge is set in a custom sans-serif typeface with the open contour of the letter “R”. The characters of the lettering are set in clean medium-weight lines with distinct contours. The closest fonts to the one, used in this insignia are, probably, Benn Beckman Book and Guess Sans Light.
As for the color palette of the Sheraton visual identity, it is set in monochrome, with all elements drawn in clean black lines and set against a white background. This scheme makes the badge of the hotel chain look luxurious and timeless.