Sheraton Hotels & Resorts has unveiled a new logo.

The new design reflects the brand’s holistic vision for the future, making Sheraton the central gathering place of communities around the world.

“The logo’s evolution reflects the renewed energy and firm commitment we are making to our owners and guests to the resurgence of this iconic brand. 

“More than a logo, this is a symbolic statement of Sheraton’s vision for our new guest experience,” said Mara Hannula, vice president, global brand marketing, classic premium brands, Marriott International.

“This was the final piece of the redesign puzzle.

“This new logo offers a modernised look and feel to match the reimagined space while maintaining the powerful equity and recognition of the original logo.”

The new Sheraton experience will be available to guests later this year in Phoenix.

The transformed 1,000-room Sheraton Grand Phoenix hotel which the company purchased in 2018 will bring to life the first of Sheraton’s full on-strategy hotel along with other exciting innovations. 

The hotel will serve as a living and breathing lab, showcasing design and activations, using new technology and insights that bring a unique community vibe to the space.