Sheraton Makes It New

Brand Reveals First Look At New Visual Identity


Sheraton Hotels & Resorts has revealed a first look at the brand’s all new visual identity with the re-launch of The first phase of a larger brand re-positioning, the revamped web site features an enhanced user journey, high-end design, artful photography, and a modern color palette.

The redesign is the latest of many initiatives underway for Sheraton 2020 – a bold 10-point plan to position Sheraton as the premier global hotel brand of choice, everywhere.

Adam Aron, Starwood CEO, on an interim basis, said: “More than ever, a compelling and enriched digital presence is necessary to win the hearts and minds of consumers around the world. With millions of visitors annually, we naturally turned to to first showcase the new visual identity for Sheraton as we continue to put the spotlight back on Starwood’s largest and most global brand.”

Leading several design updates set to roll out, features a refined brand logo, as well as crisp fonts and bold backgrounds with a rich color palette that underscore the luxury and heritage of Sheraton.

Throughout the site, vivid hotel and destination imagery depict aspirational trips for both business and leisure. These rich still-life shots evoke a sense of place and bring to life the types of experiences Sheraton guests can expect when visiting the brandÆs best-in-class properties worldwide.

Dave Marr, global brand leader, Sheraton Hotels & Resorts, commented: “Sheraton offers guests a high-end, contemporary experience at our hotels around the world, and it is important that our brand aesthetic have the same modern, sophisticated look and feel.”

He noted that: “As we begin to roll out the new identity for Sheraton, we have first launched a redesigned website that features fresh, editorial-inspired content, more intuitive booking and search methods, and enhanced back-end technology to better engage consumers and drive revenue to our hotels globally.”

Starwood Hotels & Resorts’ SVP global brand design, Mike Tiedy said: “Our goal for the new Sheraton visual identity was to reinforce the brand’s position as a leader and trusted voice in global travel. The new aesthetic for Sheraton is more modern, approachable and engaging, designed to appeal to savvy guests and consumers around the world.”

To check it out, go to

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