This is the first time in the 32 year history of The Ritz-Carlton that any changes have been made to the revered lion and crown. "Today we celebrate a defining moment in the legacy of The Ritz-Carlton with an updated brand logo, and a new blue," said Herve Humler, President and Chief Operating Officer, The Ritz-Carlton Hotel Company, L.L.C. and one of the brands founders. The Ritz-Carlton assessed the need to evolve and over the last ten years, significant changes made have seen positive corresponding shifts in key brand metrics. Everything from the brand's design strategy, the locations selected to open new hotels, the service style, grooming standards and the removal of the formal dining experience have all been re-designed, re-invented or replaced. There is evidence to suggest that by identifying shifts and leading change, the brand had, and has, the potential to continue to benefit today just like it has in the past. "We believe as an iconic brand that it is our responsibility to provide thought-leadership to drive change in the luxury and hospitality arena," continued Humler. At its inception, The Ritz-Carlton was known exclusively as a hotel company. Today, the organization has developed several very successful brand extensions which include Residences, Destination Clubs, Ritz-Carlton Reserve, a Leadership Center, Retail, Golf Clubs and a philanthropic foundation, Community Footprints. They are not only the largest provider of luxury spas in the United States, but one of the largest providers of luxury meeting and conference space around the world. Reflecting on the brand evolution, Ed French, Chief Sales and Marketing Officer for The Ritz-Carlton added "as a brand that aims to lead the way for luxury, we didn't wait for emphatic data to tell us there was a problem to fix. Instead, we took a leadership point of view and conducted global studies, not on where luxury has been, but where it is going – to shine a light for the others to follow." View the video at The Ritz Carlton