Sheraton Logo PNG
The Sheraton logo is associated with beauty, chic, glamour, and high quality. It reflects the strength and grandeur of one of the largest hotel chains in the world. Presentability and special refinement have always been characteristics of Sheraton’s identity, making it memorable and original. The modern logo is another proof of this; its visual effect is multifaceted and deeply thought out.
Today, the Sheraton network owns more than a thousand hotels in the most attractive corners of the world, and the logo perfectly emphasizes the high status of the brand. It embodies elegance and sophistication. It is important to note that each Sheraton hotel offers its guests top-level service and impeccable hospitality. Guests always feel comfort and harmony, as the hotel interiors are created with the best traditions of modernity in mind. This approach to service and design is also clearly reflected in the emblem, where every element has meaning and role.
The logo’s details are in perfect harmony, arranged to enhance each other’s significance. The letter, the circle, and the hotel chain name—all elements of the logo work as parts of a single puzzle, demonstrating the unity and perfection of the Sheraton brand.
Sheraton: Brand overview
The Sheraton story began in 1937 when Ernest Henderson and Robert Moore purchased the modest Continental Hotel in Springfield, Massachusetts. This marked the beginning of what would become one of the largest hotel chains in the world.
The name “Sheraton” was chosen by coincidence. Henderson and Moore’s second hotel already had a large “Sheraton” sign, and they decided to keep the name to avoid the cost of replacing it. This is how the brand was born.
During the first few years, Henderson and Moore aggressively expanded by acquiring hotels across New England. By 1945, the chain had grown to include eleven hotels.
The company continued to grow rapidly in the 1940s. In 1947, it became the first hotel chain listed on the New York Stock Exchange, providing more capital for expansion.
In 1949, the business made its first international move by acquiring two hotels in Canada, marking the start of its global growth.
The 1950s saw further expansion and innovation. The company became the first hotel group to introduce a centralized reservation system, making it easier for customers to book rooms. In 1958, the acquisition of the Eppley Hotels chain added 22 more properties to the portfolio.
In the 1960s, the business continued its global expansion, opening hotels in Israel, Puerto Rico, and Venezuela. The Tel Aviv location opened in 1965 and became the brand’s first hotel in Europe.
A major milestone came in 1968 when the company was acquired by ITT Corporation, leading to the formation of ITT Sheraton Corporation. This acquisition provided additional resources to support the brand’s growth and development.
Throughout the 1970s, the global presence continued to expand, with new hotels opening in South Korea, Argentina, Brazil, and other countries. At the same time, the business began developing its luxury hotel brand.
In the 1980s, the company expanded into new markets, opening hotels in Egypt, China, and other nations. During this period, it also began focusing on resort hotels.
The 1990s brought significant change. In 1994, ITT acquired the Ciga Hotel chain, which included several prestigious European properties, further expanding its portfolio of luxury hotels.
Another key moment in the company’s history came in 1998 when Starwood Hotels & Resorts Worldwide acquired the business, making it part of one of the largest hotel groups in the world.
Under Starwood’s leadership, the brand continued to grow throughout the early 2000s, with major investments in new hotel construction and renovations of existing properties. In 2008, the business launched a large rebranding initiative, investing over $6 billion in global renovations to improve service quality and update its infrastructure.
A pivotal event occurred in 2016 when Marriott International acquired Starwood Hotels & Resorts Worldwide, making the company part of the largest hotel chain in the world.
In 2018, the brand introduced a new lobby design concept to transform hotel lobbies into multifunctional spaces for socializing, working, and relaxing.
As part of a major brand renewal, the company unveiled a new visual identity and logo in 2019.
Like the rest of the hospitality industry, the business faced a transition period in 2020 and 2021. The company updated its health and safety protocols and adapted its services to meet the changing needs of its guests.
In 2022, the chain resumed its renewal efforts, opening modern hotels worldwide and focusing on developing technological solutions to enhance the guest experience.
By 2023, the company had grown to around 400 hotels across 70 countries, establishing itself as one of the top hotel brands globally. The company continues to evolve to meet the needs of modern travelers.
The brand has grown globally since its beginnings as a small regional hotel chain. Despite multiple changes in ownership and management, it has remained dedicated to delivering high-quality service and leading the industry in innovation.
Meaning and History
What is Sheraton?
This hospitality giant is known for providing reliable, high-end accommodations for business travelers and tourists. The company stands out with its unique lobby design featuring the “Link@Sheraton” concept, which creates a social hub for connecting, working, or relaxing. The brand’s hotels offer modern amenities like well-equipped suites, fitness centers, and diverse dining options. The brand is recognized for its commitment to consistency, delivering the same high service and amenities in bustling cities and secluded resorts.
1969 – 1990
Looking back at history, one can see how current logo trends are rooted in the past. The first Sheraton logo was introduced in 1969 and lasted 30 years, speaking to its significance. This logo emphasized the seriousness of the hotel chain’s intentions and rapid development.
What made the first logo so remarkable? It consisted of three key elements. On the left was a superscript letter “S,” the first letter of the Sheraton name. It appeared striking due to its large size and serifs, which added elegance. However, the main element that gave the logo its significance was the laurel wreath surrounding the letter “S.” This symbol highlighted its importance, adding grandeur and prestige to the identity. The white color of the letter and wreath enhanced the effect, while the gray background created an illusion of shimmer, giving the logo depth. The gray square around these elements further emphasized their significance.
The hotel chain’s name was on the right side, a small distance from the letter and wreath. The word’s first letter was also superscript, while the rest were smaller. The black color of the text drew attention to the name itself. It is important to note that all the logo elements coexisted harmoniously, creating a unified, balanced visual tandem.
1990 – 2019
The logo underwent significant transformations in 1990 due to new trends and global developments in Sheraton. The key elements remained but were reworked and relocated to different areas, giving the identity a fresh look. The color scheme changed only partially, retaining its main features.
The central position in the logo was now occupied by the letter “S,” which was enlarged and became even more prominent. Its black color added aristocracy and elegance to the symbol, highlighting the brand’s status. The laurel wreath surrounding the letter also remained. Still, its graphic execution was stylized: the wreath elements were spaced further apart, adding scale to the logo and emphasizing its presentability.
The name of the Sheraton network was now placed below the wreath, and the letter “S” formed a second row. All the logo elements were rendered in a unified black color, creating a harmonious combination with the white background and emphasizing the purity and simplicity of the design.
2019 – today
The modern version of the Sheraton logo remains true to tradition, embodying key aspects of the hotel chain’s operations and emphasizing its reliability. Each element of the logo looks elegant, and most interestingly, many of them have gained new meaning in this contemporary interpretation.
The letter “S,” though still an important element, has given more prominence to the brand name by reducing its size. Like the other elements, it is rendered in a refined gray shade. The font has become more expressive, and the thin lines and serifs highlight the brand’s high status. The laurel wreath, traditionally accompanying the letter “S,” has transformed into a new figure. It now symbolizes infinity and continuous movement, with the circular shape emphasizing the idea of life’s continuity and timelessness.
Four arrows, placed opposite each other, surround the letter “S,” adding significance and creating a dynamic effect. These arrows act as pointers, symbolizing direction and progress. The word “Sheraton” is now positioned below the emblem, written in elegant superscript letters, giving the logo a refined and harmonious appearance.
