As Shangri-La celebrates its 50th anniversary, the Group unveiled a refreshed brand logo for Shangri-La Hotels and Resorts (Shangri-La) which pays tribute to its past while setting a fresh vision for the future.
The refreshed logo reflects the brand’s journey thus far while staying true to its brand roots that has consistently delivered warm Asian hospitality.
First opened in Singapore in 1971, Shangri-La’s story has been closely tied to Asia for 50 years and now 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 signature “S” mark in the logo is retained and takes on a new gold colour which is meant to evoke the warm glow of sunrise while the original typeface is refined for a more modern finish aligning with the new design ethos inspired by Asian calligraphic elements.
Another change that’s been made is the decision to not include the phrase ‘Hotels and Resorts’ in the refreshed logo. According to a statement released by the hotel, this is because it recognises that “Shangri-La is more than a place; it is a feeling and an experience that inspires personal moments of joy.”
“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 Chairman of Shangri-La Group, Hui Kuok. “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.”
Hui Kok also added that Shangri-La operate in some of the most dynamic parts of the world where customer expectations are continuously evolving. Hence the hotel brand’s evolution is symbolises looking forward to the future and delivering on their promise of heartfelt hospitality in every moment across stay, wellness, family experience, gastronomy and more.