As part of Shangri-La’s 50th Anniversary celebrations, the brand has unveiled a refreshed logo for Shangri-La Hotels and Resorts (Shangri-La) that pays tribute to its past and sets a fresh vision for the future. While staying true to its brand roots, the new 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.”

Shangri-La’s story has been closely tied to Asia for 50 years, beginning with its first hotel in Singapore in 1971. The chain has expanded to key destinations around the world with over 80 hotels and resorts to date, bringing the best of Asian through heartfelt hospitality and joyful experiences for its guests.

The refreshed logo embellishes a more contemporary look. The “S” mark has been retained and is showcased in a new gold colour that evokes the warm glow of the 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.

“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 Hui Kuok, chairman of Shangri-La Group.

“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,” she added.

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.” He commented that reflecting on the past 50 years of heartfelt hospitality, the group of hotels looks forward to curating more relevant and meaningful experiences that will bring many more moments of delight to its customers. He adds, “Anticipating the future, we look forward to continuing this journey together.”