Millennial Concerns Driving Ritz-Carlton’s New Logo and New Brand Voice
Photo Credit: The service culture is the DNA of The Ritz-Carlton brand, even as it evolves and transforms to meet the demands of a growing consumer base. The Ritz-Carlton Rancho Mirage
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The Cadillac of luxury brands in the hotel world, The Ritz-Carlton recently announced changes to its brand, namely a fresh voice and updated logo, as it looks for ways to stay relevant in a world shaped by millennial travel.
The Ritz-Carlton Company recently announced it is singing a new tune with its fresh new brand voice and logo.
The re-designed logo marks the company's first time in its 32 year history that any changes have been made to the lion and crown.
"If we don't evolve to reflect the changing priorities of how the guests we serve are living their lives, we won't be living up to our purpose and values as an organization," says Ed French, chief sales and marketing officer of The Ritz-Carlton.
The change in its voice, which French says "represents a modern understanding of The Ritz-Carlton legacy," and logo was one that began taking place 10 years ago when the company assessed its path for the future, French says.
"The updated brand voice is a necessary part of the continuous journey of evolution that we commenced ten years ago. If you look bac
