New Logo For Starwood Hotels And Resorts?

We've noticed a new Starwood Hotels and Resorts creeping into various uses. Just this morning, we saw an email from United cross promoting Starwood with a new logo in use. Yesterday, we caught site of this new logo in an industry magazine.
Here is the old logo:

And here is the new logo that we've noticed:

Certainly a lot cleaner and more modern design than the bold typeface in the prior design. And "Worldwide" is missing - a simplification for sure.

Interestingly, this logo is not featured on the website or the Starwood Preferred Guest ( website.

Will we see more of the Starwood brand now that there is a new logo? In the past, unlike the Hilton Family or the Marriott "umbrella brand," Starwood has been relatively quiet in using the overall brand outside of the travel trade and the loyalty program, SPG. Maybe now that Starwood has so many brands they are ready to make a broader push with the Starwood name?

These insights are excerpted with permission from Tom Botts' Hudson Crossing blog.