by Lacey Pfalz
Last updated: 9:20 AM ET, Fri April 11, 2025
WHY IT RATES: The luxury hospitality company is refreshing its brand while retaining its nearly 150 years of elegance and history. — Lacey Pfalz, Associate Editor, TravelPulse
Mandarin Oriental Hotel Group today reveals a refined visual identity - an evolution that reflects its heritage of exceptional hospitality while embracing the future. This refreshed identity – marked by a modernised fan logo , simplified wordmark and bespoke typography accompanied by an enriched colour palette – elevates the guest experience while preserving the brand’s iconic status.
With expertise dating back to 1876, Mandarin Oriental has long been setting the benchmark in luxury hospitality, defined by its legendary service, cultural authenticity and pioneering spirit. The brand’s evolution is not merely aesthetic but a reaffirmation of its philosophy: creating meaningful connections with guests through craftsmanship, storytelling and immersive experiences.
A story of evolution, inspired by legacy
The fan has always been central to Mandarin Oriental’s identity, an emblem of its service philosophy and dual-Asian heritage. First introduced as a brand symbol in 1985, the fan was carefully chosen for its exquisite blending of grace, beauty and artistic excellence. No single object more eloquently captures the tradition of attentive service so synonymous with the Orient than the fan. Today, this timeless emblem is revitalised – reemphasising its authority as a globally recognised mark of excellence.
Importantly, this evolution extends beyond the fan. Inspired by Mandarin Oriental’s commitment to craftsmanship and cultural heritage, the Group introduces a proprietary typeface, MO Exceptional, meticulously crafted to reflect the fan’s geometric elegance. Alongside its classic palette of black, white and gold, the introduction of Celadon Green – inspired by the prized, green-glazed ceramics holding significant historical and cultural importance in both China and Thailand – reinforces the Group’s connection to artistry and heritage, while embodying a sense of serenity and refined luxury.
Balancing Tradition with Modernity
While Mandarin Oriental’s iconic fan remains a symbol of distinction, the refreshed identity embraces a flexible, guest-centric approach. While there is a unification element to the roll out, about 1/3rd of branded items continue to be fully personalised to each property, ensuring that every Mandarin Oriental destination retains its unique character. Every hotel has its own, personalised fan, using locally commissioned fan designs, bespoke artistic expressions, or finding a perfect antique fan that reflects the heritage of the destination. This approach honours the individuality of each hotel, reflecting both its local culture and the Group’s timeless elegance.
Beyond aesthetics, this reimagination extends to every touchpoint of the guest journey. Thoughtfully designed signage and immersive brand elements ensure that the evolution is not only seen but experienced – enhancing how guests interact with and feel the brand. The refinement of Mandarin Oriental’s identity is not just a transformation of its visual language but a step towards a deeper connection with guests.
Alex Schellenberger, Senior Vice President, Brand, Mandarin Oriental, commented:
"Luxury is so much more than just aesthetics – it is about emotion, storytelling and the seamless integration of heritage with innovation. Our refined visual identity is a natural evolution that aligns with our guest’s expectations: personalised, distinctive and deeply rooted in cultural authenticity. This is just the beginning of an exciting new chapter for Mandarin Oriental."
Mandarin Oriental’s refreshed identity is a tribute to the visionaries who shaped the brand’s legacy. Among them, Sir Hugh Barton, the Chairman of Jardine Matheson from 1953-1963 under whose leadership The Mandarin in Hong Kong was built, played a defining role in bringing luxury hospitality to this bustling city. The Oriental in Bangkok joined the Group in 1974 and it was the combination of the two iconic hotels - The Oriental and The Mandarin that created the name Mandarin Oriental and introduced the fan as a symbol of this union. As the Group continues to evolve, it remains true to the pioneering spirit that has defined its journey so far.
SOURCE: Mandarin Oriental Hotel Group
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