The Ritz-Carlton has introduced a refreshed brand logo and a reimagined brand 'voice', both of which are being integrated across all guest experiences throughout 2025. This strategic evolution is designed to "redefine, streamline, and enhance the luxury brand's global presence." Notably, this marks the first significant update to The Ritz-Carlton’s iconic lion and crown emblem in over three decades.
The updated visual identity for The Ritz-Carlton incorporates a modernized interpretation of the lion and crown, along with a re-envisioned signature blue, reflecting the brand’s commitment to contemporary sophistication.
The Refreshed Ritz-Carlton Logo and Signature Color Palette
Hervé Humler
, President and Chief Operating Officer of The Ritz-Carlton Hotel Company L.L.C. as well as a founding member, stated: “Today marks a pivotal chapter in The Ritz-Carlton’s story as we debut our revitalized logo and an updated blue hue. As a leader in luxury hospitality, we recognize our responsibility to set benchmarks and inspire transformation within the industry.”
The Ritz-Carlton’s Distinctive Brand Voice
Over the past decade, The Ritz-Carlton has initiated numerous successful brand innovations and now stands as the premier operator of luxury spas in the United States, as well as one of the world’s foremost providers of high-end meeting and event venues.
Ed French
, Chief Sales and Marketing Officer for The Ritz-Carlton, remarked: “As pioneers in luxury, we proactively sought to anticipate shifts in guest expectations. We commissioned comprehensive global research not to address shortcomings, but to illuminate the future direction of luxury—setting the standard for others in the sector.”
The Ritz-Carlton describes its new brand voice as "a contemporary expression of heritage. While deeply rooted in tradition, it is crafted to resonate with today’s guests and remain relevant in a rapidly evolving world."
