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 Asia 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.