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One of the few benefits of Marriott’s takeover of Starwood has been an increase in the frequency of unintentionally amusing press releases. There’s something about branding/rebranding in particular that makes otherwise sensible people start speaking like an intern at Perfect Curve…

For fellow connoisseurs of the genre, please allow me to present ‘Sheraton’ (formerly known as ‘Sheraton’):

Sheraton Hotels & Resorts, Marriott International’s most global brand continues its transformation journey with a nod to its timeless pioneering legacy, as it unveils a new logo that pays homage to its past and depicts its vision for the future. The new design reflects the brand’s 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.

“The logo’s 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’s vision for our new guest experience,” said Mara Hannula, Vice President, Global Brand Marketing, Classic Premium Brands. “This was the final piece of the redesign puzzle. This new logo offers a modernized look and feel to match the reimagined space while maintaining the powerful equity and recognition of the original logo.”

…The first Western brand in China and the first U.S. brand to do business in Eastern Europe and Russia, Sheraton’s signature crest is one of the most recognized marks in the world. Serving as a reminder of the brand’s long-standing history, at the center of the new logo, the iconic Sheraton “S” remains. The new logo has been redesigned to signal an eye to the future while also hearkening back to Sheraton’s history. The new logo reimagines the signature laurel as movement from the world and the energy of gathering, which point to the modernized Sheraton “S” 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 reestablishing its place at the heart of the global community.

Inevitably, there is also a video. Comments appear to be disabled.