Mandarin Oriental Unveils Refined New Look
Mandarin Oriental Hotel Group today announced a refreshed visual identity that perfectly balances the brand’s longstanding heritage with a forward-thinking approach to luxury hospitality. This new identity is marked by a modernised fan logo, a simplified wordmark, and a bespoke typeface paired with an enriched colour palette. The transformation is designed to elevate the overall guest experience while honoring a legacy that dates back to 1876. For decades, Mandarin Oriental has set the benchmark for luxury hospitality through legendary service, cultural authenticity, and a pioneering spirit, and this reimagination of its visual language reinforces that reputation.
At the heart of the new identity is the iconic fan, a symbol that has been central to the brand since it was first introduced in 1985. Chosen for its elegant blend of grace, beauty, and artistic excellence, the fan embodies the brand’s commitment to attentive service and dual-Asian heritage. The refreshed design revitalises this timeless emblem, reaffirming its status as a globally recognised mark of excellence while offering a contemporary twist that resonates with today’s luxury travelers. Alongside this, the introduction of the proprietary typeface, MO Exceptional, further enhances the new look. Meticulously crafted to reflect the geometric elegance of the fan, the typeface complements the classic palette of black, white, and gold while adding Celadon Green—a hue inspired by the prized green-glazed ceramics of China and Thailand. This new colour not only reinforces the Group’s connection to cultural artistry but also evokes a sense of serenity and refined luxury.
The evolution of the visual identity extends well beyond aesthetics. It represents a holistic commitment to creating meaningful connections with guests through craftsmanship, storytelling, and immersive experiences. Every element of the reimagined brand, from thoughtfully designed signage to engaging brand touchpoints, has been carefully considered to enhance the way guests interact with Mandarin Oriental. Approximately one-third of branded items will continue to be fully personalised for each property, ensuring that every destination retains its unique local character while still embodying the Group’s timeless elegance. By commissioning local fan designs, bespoke artistic expressions, or even selecting antique fans that reflect the heritage of each location, Mandarin Oriental honours the individuality of each hotel and the rich cultural tapestry of its surroundings.
This refined visual identity is more than a mere update in style—it is a reaffirmation of the Group’s philosophy and a tribute to the visionaries who shaped its legacy. Influential figures, such as Sir Hugh Barton of Jardine Matheson, played a defining role in establishing luxury hospitality in Hong Kong, setting the stage for what has become a globally revered brand. The merger of The Oriental in Bangkok with The Mandarin in Hong Kong gave birth to the name Mandarin Oriental and established the fan as a powerful symbol of unity and service excellence.
Senior Vice President, Brand, Alex Schellenberger, explained that the new identity aligns perfectly with modern guest expectations by offering a personalised, distinctive experience that remains deeply rooted in cultural authenticity. He emphasised that luxury transcends aesthetics by combining emotion, storytelling, and innovation to create a truly memorable experience. As Mandarin Oriental embarks on this exciting new chapter, the refreshed visual identity promises not only to enhance every touchpoint of the guest journey but also to continue the brand’s proud tradition of exceptional hospitality and pioneering service.
Related News : https://suspicious-zhukovsky.67-21-117-18.plesk.page/category/air-travel-business/hotel-business/