In numerous major cities around the world, the Mandarin Oriental (or the fan), appears to many as a symbol of absolute luxury and excellence. But how did this logo emerge? 

 

The fan was introduced in the 1980s during the inaguaral brand expansion effort. The logo was formed just before the group purchased it's third property (and first property outside Asia), San Francisco. 

 

Group Branding Director Jill Kluge mentioned in an interview, "the iconic Mandarin Oriental fan is the most perfect and accurate symbol for our hotel group". Internal sources state that the fan was chosen as the logo as it represents the excellent, asian (oriental) hospitality that is provided at their hotels. 

 

In addition to this, the fan logo also promoted a brand perception idea. The management at Mandarin Oriental took a play on words and came up with the "He's a Fan, She's a Fan" campaign. This is a branding campaign that uses celebrity brand ambassadors, such as Morgan Freeman. A full description can be found here.