By Modupe Gbadeyanka Marriott International\u2019s most global brand, Sheraton Hotels & Resorts, has continued its transformation journey with a nod to its timeless pioneering legacy, unveiling a new logo that pays homage to its past and depicts its vision for the future. The new design reflects the brand\u2019s holistic vision for the future, making Sheraton the central gathering place of communities around the world, welcoming guests and locals into a public space that embodies the modern town square vibe. \u201cThe logo\u2019s evolution reflects the renewed energy and firm commitment we are making to our owners and guests to the resurgence of this iconic brand. More than a logo, this is a symbolic statement of Sheraton\u2019s vision for our new guest experience,\u201d said Mara Hannula, Vice President, Global Brand Marketing, Classic Premium Brands. \u201cThis was the final piece of the redesign puzzle and offers a modernized look and feel to match our reimagined spaces while maintaining the powerful equity and recognition of the original logo.\u201d The new Sheraton experience will be available to guests later this year in Phoenix. The transformed 1,000-room Sheraton Grand Phoenix hotel which the company purchased in 2018 will bring to life the first of Sheraton\u2019s full on-strategy hotel along with other exciting innovations. The hotel will serve as a living and breathing lab, showcasing design and activations, using new technology and insights that bring a unique community vibe to the space. \u201cWe are excited to introduce the new direction of the brand\u2019s iconic symbol in the Middle East and Africa, where Sheraton has nurtured long-standing relationships with guests, owners and communities for over 50 years,\u201d said Sandra Schulze-Potgieter, Vice President Premium & Select Brands, Marriott International Middle East and Africa. \u201cIn line with the transformation of the brand, we are excited to showcase our early adopter properties soon, the Sheraton Jeddah Hotel and Sheraton Grand Hotel, Dubai.\u201d The new logo has been redesigned to signal an eye to the future while also hearkening back to Sheraton\u2019s history. The new logo reimagines the signature laurel as movement from the world and the energy of gathering, which point to the modernized Sheraton \u201cS\u201d redrawn at the center. Guests will start to see the new logo on collateral and websites starting in April. In celebration of this moment for the brand, Sheraton associates across the world are kicking off on March 13 internal rallies to commemorate this milestone and the new Sheraton service and culture strategy, recommitting themselves to the brand and to re-establishing its place at the heart of the global community.