Mandarin Oriental Hotel Group, a luxury hotel icon, has unveiled a new visual identity that reinterprets the brand’s identity in a modern way.
The iconic fan logo, used since 1985, has been reimagined in a simple and sophisticated form. Originally representing the union of two hotels, The Mandarin in Hong Kong and The Oriental in Bangkok, the fan has become an object of art, symbolizing the delicate hospitality and craftsmanship of the Orient.
The unique font 'MO Exceptional', which was unveiled together, was inspired by the geometric structure of a fan and contains simplicity and luxury at the same time. In addition to the existing black, white, and gold colors, the newly added '' is a color inspired by Chinese and Thai celadon, expressing the brand's philosophy on artistry and heritage and adding a calm and elegant atmosphere.
Mandarin Oriental has designed its 41 hotels in 26 countries around the world to be consistent in their brand experience while retaining the local character and personality of each hotel. Approximately one-third of the total brand assets are individually designed for each location, with each hotel using its own unique fan design.
Alex Sullenberger, SVP of Brand, said, “Luxury is not just about looks, it’s about experiences that harmonize emotions, stories, traditions and innovation. This rebrand is the first step in an evolution that visually embodies our brand philosophy while deepening our connection with our customers.”
