Sterling Holiday Resorts Ltd last week unveiled its new and contemporary brand identity to appeal to young travelers. With a new service philosophy of delivering experiences and discoveries, Sterling has charted a road map to become the leading holiday brand in the country.

In its new avatar, curated experiences offered by the company range from safaris, local cuisine, art, history, adventure and culture among others, both inside and outside the resort. For example, visitors at Sterling Dindi will get a chance to immerse themselves in Konaseema culture with a visit to a weavers village, eating local delicacies and getting a chance to visit the sight-seeing spots.

The new design is vibrant and youthful. While Sterling is written in a free flowing handwritten font, its supported by a dynamic Swirl mnemonic that reminds one of the pinwheel. It represents movement and dynamism and gives the identity a sense of motion. Purple as the key logo colour, is quite unique, and connotes the brand promise of discoveries and experiences.

With resorts in over 33 locations in the country, the company wants to increase the number to 14 more in the coming years. Holidays have become an integral part of our lifestyle. At Sterling, we are looking forward to being a part of this new India that is looking to have newer experiences and take away a little bit of what they see and feel when they holiday, discovering something new every time, says Ramesh Ramanathan, Managing Director, Sterling Holiday Resorts Limited.

Visitors at the results will get a chance to meet Sterlings new mascot - Raja Rex over the next couple of months who will help them discover new activities and experiences. The company will also offer a doorstep-to-doorstep holiday insurance for customers and guests both for the travel and holiday period. This would be offered from the first quarter of 2018. Sterling also owns Nature Trails Resorts Private Limited - an adventure holiday company that operates resorts at four unique destinations in Maharashtra.