In The News

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," said UVI Chief Marketing Officer Tony Cortizas. "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.