Shangri-La Hotels and Resorts has unveiled a refreshed logo to mark its 50th anniversary.

It reflects the brand’s “journey and evolution with its guests while staying true to the brand roots that have continually delivered warm Asian hospitality.”

The refreshed logo adorns a more contemporary look. The signature “S” mark is retained and showcased in a new gold colour that evokes the warm glow of sunrise. The original typeface is refined for a more modern feel to align with the new design ethos and is inspired by Asian calligraphic elements.

In addition, the brand has opted not to include ‘Hotels and Resorts’ in the refreshed logo.

Hui Kuok, chairman of Shangri-La Group said, “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.

“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. We operate in some of the most dynamic parts of the world where customer expectations are continuously evolving. 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.”

Lim Beng Chee, chief executive officer of Shangri-La Group said, “The ongoing brand evolution strengthens Shangri-La’s commitment to guests, colleagues, and partners. We view this undertaking as an important strategy that will empower our hotels to capture new opportunities by keeping pace with our customers and their changing expectations.

“Reflecting on the last 50 years of heartfelt hospitality, the brand looks forward to curating more relevant and meaningful experiences that will enable many more moments of joy for our customers. Anticipating the future, we look forward to continuing this journey together.”