Can Sheraton's New Logo Help Reinvigorate the Legacy Hotel Brand?

Refreshed badge is Marriott’s latest step to make it more modern

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Two years ago, when Marriott International plunked down $13 billion to buy Starwood Hotels and Resorts Worldwide, it came into possession of the posh St. Regis and trendy W brands—and also an awkward stepchild named Sheraton.

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