Starwood Coming Up With a New Logo?

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Starwood (Preferred Guest, Inc.) has filed a trademark registration back in February for the following trademark:

spg-new-logo

It somehow reminded me of a BP logo that has a similar star device:

bp-logo

Even if Starwood has filed for this trademark, it doesn’t necessarily mean that they will use it in the future. When Starwood introduced the new benefits levels back in January, they had filed for trademarks for them previously.

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