Ritz-Carlton unveils a brand new logo

The Ritz-Carlton Hotel Company, L.L.C. unveiled a newly designed brand logo and brand voice that will be implemented across all guest touch points over the next year.

The move to clarify, simplify and amplify the luxury brand’s identity comes after a decade of brand evolution and has been created to purposefully maintain the iconic luxury hotel company’s position with 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 revered lion and crown.

“Today we celebrate a defining moment in the legacy of The Ritz-Carlton with an updated brand logo, and a new blue” said Hervé Humler, President and Chief Operating Officer, The Ritz-Carlton Hotel Company, L.L.C. and one of the brand founders.

The Ritz-Carlton assessed the need to evolve and over the last ten 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,” continued Humler.

At its inception, The Ritz-Carlton was known exclusively as a hotel company. Today, the organisation has developed several very successful brand extensions which include esidences, Destination Clubs, Ritz-Carlton Reserve, a Leadership Centre, Retail, Golf Clubs and a philanthropic foundation, Community Footprints. They are not only the largest provider of luxury spas in the United States, but one of the largest providers of luxury meeting and conference space around the world.