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Sandals Resorts International (SRI) announces the debut of refreshed logos for its iconic luxury all-inclusive resort brands Sandals Resorts and Beaches Resorts. The modernized logos and their creation is the strategic first step in communicating the inherent connections between the brands, including Caribbean expertise, all-inclusive resort innovation and family ownership.
“The enhanced logos are not just efforts to change the status quo – there’s a much bigger purpose at play here,” says Scott Peiffer, Executive Creative Director for Unique Vacations Inc. (UVI), an affiliate of the worldwide representative of Sandals Resorts International, the company charged with delivering the brands to a global market.
According to Peiffer, Sandals and Beaches enjoy incredible brand awareness and while their distinct selling propositions are important, harnessing the positive synergy between the two is critical as travelers naturally move through life stages. “Sandals is an incredibly successful brand with a rich history that dates over 40 years and so it was both a thrilling challenge and weighty responsibility to preserve the hallmarks of the original logo while stylistically aligning it with sister brand Beaches,” said Peiffer.
“Refreshing the logos is a tangible indicator of SRI’s commitment to innovation and modernization.”
UVI Chief Marketing Officer Tony Cortizas added, “We are building upon our incredible heritage and want our marks to reflect our momentum and to draw a clear family connection between our brands in the marketplace.”
Type foundry and design studio, House Industries was tapped for the logo design work. The agency is best known for its typeface creations, which have appeared on television, in film, on commercial products and most recently for the rebrand of the Los Angeles Tourism & Convention Board; fashion-brand Hermès; and the award-winning magazine, The New Yorker.
While the changes to the Sandals branding are subtle, they serve as the critical foundation for the new Beaches Resorts logo. Now sharing the same script font, the logos are instantly identifiable as the same portfolio of brands. “We’ve created consistency among two of the most well-known resort brands in the world, keeping the essence of Sandals while bringing Beaches clearly within the family,” said Peiffer, creative director. “Refreshing the logos is part of the necessary work to create positive synergies between our brands, protecting our legacy and optimizing the brands for the future.”
The new Sandals Resorts logo debuted in auspicious fashion at Sandals Dunn’s River, the newest resort in the portfolio, which opened to guests on May 24, 2023. Rollout of the new Sandals Resorts and Beaches Resorts logos in the digital space – including web, social and through customer communications is underway.
For a behind-the-logo look, read more on this new refresh on Hello Paradise, the official blog for Sandals Resorts.
About Sandals® Resorts
Sandals® Resorts offers two people in love the ease and refinement of the most-awarded luxury all-inclusive vacation experience in the Caribbean. With 17 beachfront settings in Jamaica, Antigua, Saint Lucia, The Bahamas, Barbados, Grenada, and Curaçao, each resort reflects the design, cuisine, and unique essence of its island home. From butler service and gourmet dining to top-shelf liquor and luxurious suites, including the Caribbean’s first Over-the-Water Villas and Bungalows, Sandals Resorts creates the time and moments necessary for couples to reconnect and focus on what matters most: each other. Notorious for pioneering innovations that constantly evolve and elevate the all-inclusive vacation experience, Sandals Resorts has recently introduced fresh concepts such as the brand’s first-ever double infinity pool and an off-site Island Inclusive dining program, while staying true to its Caribbean roots and showcasing the transformative link between tourism and its power to transform lives through its philanthropic arm, the Sandals Foundation. Sandals Resorts is part of family-owned Sandals Resorts International (SRI) which includes family-friendly Beaches Resorts, and is the Caribbean’s leading all-inclusive resort company. For more information about the Sandals Resorts Luxury Included® difference, visit www.sandals.com.
About Beaches® Resorts
Beaches® Resorts is the Caribbean’s most-awarded luxury family all-inclusive vacation experience, where memories are created and made to last. With three spectacular locations in Turks & Caicos and Jamaica, Beaches Resorts is the ultimate beachfront getaway for every member of the family. Kids can hang with the Sesame Street gang as part of the Caribbean Adventures with Sesame Street®, splash in outrageous waterparks and enjoy the XBOX® Play Lounges, exclusive Kids Camps and teen nightclubs, while parents indulge in butler service, luxurious spa treatments, gourmet restaurants and all with the assurance of Certified Nannies and expertly trained team members. Beaches Resorts is part of family-owned Sandals Resorts International (SRI), which includes Luxury Included® Sandals Resorts, and is the Caribbean’s leading all-inclusive resort company. For more information about Beaches Resorts, visit www.beaches.com.
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