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 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.
Hui Kuok, Chairman, Shangri-La Group, said, “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. 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.”
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.
Lim Beng Chee, Chief Executive Officer, Shangri-La Group, said, “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. 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.”