AS part of Shangri-La’s 50th anniversary celebrations, the group has announced a refreshed brand logo for Shangri-La Hotels and Resorts 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. The newly designed 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 color 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 creates a connection to history and tradition. Additionally, the brand has opted not to include “Hotels & Resorts” in the new logo, recognizing that Shangri-La is not just a place, but is also a feeling and an experience that inspires personal moments of joy. Starting with its first hotel in Singapore in 1971, 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, presenting the best of Asia through heartfelt hospitality and joyful experiences for its guests. “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. “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. (SD News) | 