Ritz-Carlton unveils its new 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 its 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 president and chief operating officer Herv? Humler.
The Ritz-Carlton assessed the need to evolve and, over the past 10 years, significant changes made have seen positive corresponding shifts in key brand metrics, according to Humler.
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.
?We believe as an iconic brand that it is our responsibility to provide thought-leadership to drive change in the luxury and hospitality arena,? said Humler.
At its inception, The Ritz-Carlton was known exclusively as a hotel company. Today, the organisation has developed several brand extensions which include Residences, Destination Clubs, Ritz-Carlton Reserve, a Leadership Center, Retail, Golf Clubs and a philanthropic foundation, Community Footprints.
Reflecting on the brand evolution, chief sales and marketing officer Ed French said: ?As a brand that aims to lead the way for luxury, we didn?t wait for emphatic data to tell us there was a problem to fix.
?Instead, we took a leadership point of view and conducted global studies, not on where luxury has been, but where it is going ? to shine a light for others to follow.?
Ritz-Carlton unveils new brand logo
