After 32 years, Ritz-Carlton changes logo

Ritz-Carlton unveiled their newly designed logo and brand voice that will be implemented across all guest touch points over the next year.

The reason behind the transformation is to clarify, simplify and amplify the brand’s identity, a statement said. The change comes after a decade’s efforts of brand evolution, and has been created to purposefully maintain its existing stance amongst a new generation of guests globally. This is the first time in the 32 year history of The Ritz-Carlton that any changes have been made to the well-known lion and crown.

“Today we celebrate a defining moment in the legacy of The Ritz-Carlton with an updated brand logo,” said Herve Humler, president, COO and co-founder, The Ritz-Carlton Hotel Company. 

“The Ritz-Carlton assessed the need to evolve and over the last 10 years, significant changes made have seen positive corresponding shifts in key brand metrics. Everything from the brand’s design strategy, the locations selected to open new hotels, the service style, grooming standards and the removal of the formal dining experience have all been re-designed, re-invented or replaced.”

“There is evidence to suggest that by identifying shifts and leading change, the brand had, and has, the potential to continue to benefit today just like it has in the past. “We believe as an iconic brand that it is our responsibility to provide thought-leadership to drive change in the luxury and hospitality arena,” Humler concluded.