Mandarin Oriental Refreshes Brand Identity with Simplified Logo and New Color Palette
A new logo, typography, and color palette for one of luxury travel’s biggest names.
Photo: Mandarin Oriental
Mandarin Oriental, a legacy name in the luxury travel space, is unveiling a refined brand identity—anchored by a simplified logo and modernized visual elements.
The fan, a central part of Mandarin Oriental’s logo since 1985, will remain. However, it has been updated with a more contemporary look as part of the rebrand.
Another key change is the wordmark and typography beneath the fan. What once read “Mandarin Oriental: The Hotel Group” has been streamlined to simply “Mandarin Oriental,” now set in a proprietary typeface called MO Exceptional.
The group is also expanding its color palette, traditionally limited to black, white, and gold, to include Celadon Green—a shade it says is “inspired by the prized, green-glazed ceramics holding significant historical and cultural importance in both China and Thailand.”
While part of the motivation for the refresh is to modernize the brand, another goal is to unify the identities of Mandarin Oriental’s 41 hotels across 26 countries and territories. Still, the group is allowing room for local flair: roughly one-third of branded items at each hotel will remain unique to that property, including a personalized fan design.
Here is what those personalized elements look like for Mandarin Oriental Hong Kong:
In the reveal on Thursday, Alex Schellenberger, senior vice president of brand at Mandarin Oriental, described the rebrand as a “natural evolution” for the company.
“Our refined visual identity is a natural evolution that aligns with our guests’ expectations: personalized, distinctive, and deeply rooted in cultural authenticity,” Schellenberger said. “This is just the beginning of an exciting new chapter for Mandarin Oriental.”
As the brand continues to evolve, it’s also expanding. So far this year, Mandarin Oriental has announced two historic additions to its European portfolio: Hôtel Lutetia in Paris, which will be rebranded as Mandarin Oriental Lutetia, and the Conservatorium Hotel in Amsterdam, which will become Mandarin Oriental Conservatorium in 2026.
It also announced plans to open a brand new luxury resort and residences at Boquerón Bay in Cabo Rojo, Puerto Rico, which is expected to welcome guests starting in 2028.
