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A Fun New Logo For Starwood During Not-So-Fun Times?

Starwood's old logo, top, and the possible new logo.

We imagine things are not terribly fun over at Starwood right now. There's this whole recession thing, for one — and then there's the Starwood vs. Hilton throwdown that exploded last week, with S-wood suing Hilton over the alleged theft of trade secrets.

But there may just be a sparkling ray of sunshine cutting through the dark clouds — and said ray of sunshine might be in the form of a cute, decidedly less stuffy-corporate-giantish logo. Could it be?

Andrew Calvo mentions on his blog, Passions of a Zealot, that he received an invite from Starwood that was sporting a totally new logo (shown above, bottom). He writes:

Now I don't have any verification that this is in fact a new logo, or that this is the finalized logo - I simply saw this on an invite to a Starwood sponsored hotel development event in Las Vegas - so I think its safe to assume that this would be their new logo since its rare that a fortune 500 corporation would randomly put a logo that's never appeared in public on a company sponsored event.

Agreed. Looks fun and playful though, no? In any case, it's a nice bit of (gossipy) news out of Starwood while the company is entrenched in a neither fun nor playful lawsuit with a rival hotel giant.

[Images via Passions of a Zealot]