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 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.
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.
Shangri-La Group is one of the world’s premier developers, owners and operators of hotel and investment properties which comprises office buildings, commercial real estate and serviced apartments/residences. The Group’s other principal activities include hotel management services as well as property development for sale. It currently owns and/or manages over 100 hotels globally in more than 75 destinations under the Shangri-La, Kerry, JEN and Traders brands. Prominently positioned in Asia, the Group has a substantial pipeline of upcoming hotel and mixed-use development projects in Australia, Bahrain, Mainland China, Cambodia, Indonesia and Saudi Arabia. For more information, please visit https://www.shangri-la.com/group/.
