Creative and Art Direction
Melissa Smith, Copy
In 2020, Sheraton Vistana Resort is celebrating the 40th anniversary of its opening in 1980. To commemorate the occasion, we created a campaign that reflects the energizing, comforting and confident essence of the resort and the greater Sheraton® brand.
From the very beginning I wanted to create a connection between the Anniversary logo and the greater Sheraton® brand. The first step was to go through the company’s brand book to gain a better understanding about the overarching logo and the thought process behind its design. The illustration belows shows the logo evolution and its graphic rationale.
It was clear that the logo should be made out of lines and/or shapes. I took the symbolic representations for "gathering" plus "the world" and began to explore with different lines and shapes combinations. The final logo design and the ribbon element shown later in the process are a direct product of these explorations.
The final logo is a mix of lines, in four different colors following Sheraton’s brand color hierarchy illustrated below. For the typography inside the zero, I decided to utilize the brand’s serif font since it felt more appropriate for the occasion.
I proceeded to create four one-color variations of the logo to be used on pieces that will be produced in one ink.
After the logo design process was completed, I created a celebratory ribbon to be used on all of the campaign materials. It contains four lines, each line/color representing ten years in business for a total of forty years.
The first design to introduce the logo and celebratory ribbon was a pole banner to be hung around the property. I later created four more variations, each in a different brand color.
Finally, to commemorate this important occasion among the employees and with the intent to be sold, I designed a hard enamel pin with a custom printed backing.