As part of the 50th anniversary celebration of Shangri-La, the Group recently unveiled a refreshed logo for Shangri-La Hotels and Resorts.
According to the multinational hospitality company, the new 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 since the first property opened in Singapore in 1971.
The new logo presents a more contemporary look and feel: the signature “S” mark is retained and takes on a new gold color, and the original typeface is refined for a more modern feel.
The brand has opted not to include “Hotels and Resorts” in the new logo, recognizing that Shangri-La is more than a place, but a feeling and an experience that inspires personal moments of joy. Merriam-Webster dictionary defines “Shangri-la” as “a remote beautiful imaginary place where life approaches perfection”.
“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,” said Shangri-La Group chairman Hui Kuok.