On the occasion of its 50th anniversary, Shangri-La Hotels and Resorts (Shangri-La) has unveiled a new, updated logo that pays tribute to its past, while symbolizing its new vision for the future.
This updated logo features a more contemporary design, while retaining the power of the brand. It retains the brand's iconic "S" and has a new golden hue symbolizing the soft light of a sunrise. The original font has also been updated to reflect the Group's new design philosophy and is inspired by Asian calligraphy, rooted in history and tradition. In addition, the brand has chosen not to include "Hotels and Resorts" in the new logo, reflecting the fact that Shangri-La is more than just a place: it is first and foremost an emotion and an experience, a source of joyful moments.
New logo for the Shangri-La Hotels and Resorts brand
Since its inception, Shangri-La has been known for its sincerity, authenticity, and generosity to both its guests and employees. It is this philosophy, emblematic of our Asian heritage, that has made us unique and distinctive for 50 years.
Hui Kuok, President of Shangri-La Group
We do not intend to detach ourselves from our core values, on the contrary: this service and customer-oriented approach is a testament to our commitment to strengthening the connection between our guests and our brand experience. We operate in some of the world's most dynamic regions, where guest expectations are constantly evolving. By evolving our brand, we are committed to the future and delivering on our promise of hospitality in every aspect: stays, wellness, family experience, dining and more.
As the Group's first property, the Singapore hotel remains a key symbol of the brand's transformation journey from 1971 to today. Unveiled in 2017 and 2018, respectively, the renovated Tower Wing and the new Buds by Shangri-La property set new benchmarks for design concepts and family experiences. In Hong Kong, Island Shangri-La is undertaking a renovation project, beginning with the Horizon Floors and Suites that will offer travelers a modern, updated perspective in this popular destination. Shangri-La Hangzhou, the first Shangri-La hotel in mainland China, will also launch a renovation to pay homage to the classic elements of West Lake with a revamped design that will offer exclusive, intimate and ultra-luxury experiences for guests visiting this UNESCO World Cultural Heritage site. The inauguration is scheduled for 2022.
Shangri-La's approach to continuous brand evolution reinforces its commitment to its customers, employees and partners. For us, this project represents an important strategy that will enable our hotels to seize new opportunities by adapting to the changing expectations and demands of our guests.
Lim Beng Chee, CEO of Shangri-La Group
Drawing inspiration from our 50 years of hospitality, the brand now intends to offer more relevant and meaningful experiences that will bring even more pleasure to our guests. As we look forward to the future, we are excited to move forward together.