Shangri-La’s 50th-anniversary logo refresh aligns with new design ethos

Shangri-La’s 50th-anniversary logo refresh aligns with new design ethos

The new design is inspired by Asian calligraphy, creating a connection to history 

As part of its 50th Anniversary celebrations, Shangri-La Hotels and Resorts has announced a refreshed brand logo that pays tribute to its past and sets a fresh vision for the future. The refreshed logo reflects the brand’s journey and evolution 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. 

Shangri-La’s refreshed brand logo


The refreshed Shangri-La logo presents a more contemporary look, while maintaining the powerful equity of the brand. The signature ‘S’ 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. Inspired by Asian calligraphic elements, it creates 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 an experience rather than a place.

Speaking about the brand’s evolution, Shangri-La Group chairman Hui Kuok said: “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. ” 

Shangri-La Group CEO Lim Beng Chee added: “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 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.” 

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.

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