Jamaica-based conglomerate Sandals Resorts International (SRI) has unveiled refreshed logos for its famous Sandals and Beaches resorts brands.

The updated logos and their creation are being dubbed a strategic first step in communicating the inherent connections between the brands, encapsulating the Caribbean expertise, all-inclusive resort innovation and family ownership.

Type foundry and design studio, House Industries was hired to undertake the refreshed logo design work. Now sharing the same script font, the logos are instantly identifiable as the same portfolio of brands.

SRI is charged with the responsibility for delivering the brands to a global market while Unique Vacations Inc. (UVI), is an affiliate of SRI, which is the worldwide representative of Sandals and Beaches Resorts. 

Explaining the refreshed logos for the two hotel brands, UVI executive creative director, Scott Peiffer commented, “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 enhanced logos are not just efforts to change the status quo—there’s a much bigger purpose at play here,” added Peiffer.

“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,” mused Peiffer, noting, “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.”

For his part, Tony Cortizas, chief marketing officer at UVI, remarked, “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.”