Sandals Debuts Refreshed Logos for Sandals, Beaches Resorts Brands

Image: Sandals Dunns River (Photo Credit: Sandals Dunns River)

by Patrick Clarke
Last updated: 4:20 PM ET, Wed May 31, 2023

Sandals Resorts International is rolling out refreshed logos for its famous Sandals Resorts and Beaches Resorts brands.

The updated modernized logos and their creation is being dubbed a 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," said 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.

"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," he added.

Sandals logo. (Photo Credit: Sandals Resorts)

"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."

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

"Refreshing the logos is a tangible indicator of SRI's commitment to innovation and modernization," added 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."

For a behind-the-logo look, visit Hello Paradise, the official blog for Sandals Resorts.