The Crown Towers logo serves as the primary visual identifier for a collection of luxury hotels in Australia. In August 2023, the parent company introduced a refreshed logo and brand identity—developed by The Monkeys, part of Accenture Song—that updated the mark while preserving its recognisable crown symbol (Campaign Brief). This guide explains how the logo works across properties and how it connects to the broader Crown brand.
Last checked: 2026-07-17
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Hotel Brand: Crown Towers · Parent Group: Crown Resorts · Locations: Melbourne, Sydney, Perth · Official Website: crownhotels.com.au
How we researched this
Last checked: 2026-07-17.
Sources reviewed: official property website, creative-industry trade publication, travel media outlet, corporate ASX filing, official LinkedIn channel, editorial photography archive.
No on-site visit, no staff interview, and no access to internal brand guidelines.
Crown Towers logo: key facts at a glance
- Crown Resorts introduced a refreshed visual identity and logo in August 2023, described as recognisable but modernised (Campaign Brief).
- The rebrand was led by The Monkeys, part of Accenture Song, and included a new brand strategy, visual identity and communications platform (Campaign Brief).
- The updated identity uses a black-and-white base palette with a yellow highlight, plus a custom typeface used across communications (Campaign Brief).
- Crown Resorts repositioned its masterbrand simply as “Crown” in 2023, moving from a casino-led identity to a broader entertainment destination (Karryon).
| Attribute | Detail |
|---|---|
| Hotel Brand | Crown Towers |
| Parent Group | Crown Resorts |
| Locations | Melbourne, Sydney, Perth |
| Official Website | crownhotels.com.au |
| 2023 brand relaunch date | September 25–26, 2023 |
| Campaign name | “Here’s Where Things Get Interesting” |
| Core colour palette (2023) | Black, white, yellow highlight |
| Custom typeface introduced? | Yes |
| Properties using Crown Towers logo | 3 hotels (Melbourne, Sydney, Perth) |
| Previous logo era | Gold crown emblem with “CROWN” wordmark (pre-2023) |
Properties using Crown Towers logo: 3 hotels (Melbourne, Sydney, Perth) — Search volume for “crown towers logo”: Unknown (0 volume) — Top organic result for logo: Crown Towers Melbourne official page.
What is the Crown Towers Logo?
The Crown Towers logo is the visual brand mark used on the luxury hotel properties within the Crown portfolio. It functions as a sub-brand of the Crown masterbrand, meaning logo and visual changes at the corporate level cascade into hotel-specific branding for properties in Melbourne, Perth and Sydney (Karryon).
Before August 2023, Crown Towers properties typically used a gold crown emblem with a capitalised serif or sans-serif “CROWN” wordmark in exterior signage and marketing, consistent with the broader Crown Resorts branding. Editorial imagery from January 2019 shows the legacy gold crown logo prominently displayed on the Crown Melbourne tower tops (Shutterstock editorial).
The 2023 refresh updated the crown symbol and wordmark. The new logo was created by The Monkeys, part of Accenture Song, and was designed to retain strong recognisability while modernising the mark to meet the company’s future digital and multi-platform needs (Campaign Brief).
The bottom line: the Crown Towers logo evolved in 2023 from a gold-toned legacy mark to a refreshed design that maintains the crown symbol but uses a black-white-and-yellow palette and a custom typeface for a more modern, digital-friendly appearance.
Which Crown Properties Feature the Logo?
The Crown Towers logo is used across three Australian luxury hotel properties: Crown Towers Melbourne, Crown Towers Sydney, and Crown Towers Perth. Each property uses the corporate brand identity on its official website at crownhotels.com.au and in on-property signage.
Because the Crown Towers brand identity functions as a sub-brand under the Crown masterbrand, logo and visual changes at the corporate level cascade into hotel-specific branding for each of these properties (Karryon). This means the 2023 refresh applies across all three locations, not just a single property.
What this means: travellers visiting any Crown Towers hotel will encounter the same refreshed logo and brand identity across signage, marketing collateral, and digital platforms.
How Does the Logo Relate to Crown Resorts Branding?
The Crown Towers logo sits within the Crown masterbrand hierarchy. Crown Resorts repositioned its masterbrand simply as “Crown” in 2023, signalling a shift from a casino-led brand to a broader entertainment destination (Karryon). This shift was accompanied by the first major brand platform overhaul in nearly a decade (Campaign Brief).
The new visual identity includes a custom typeface and a black-and-white base palette with a yellow highlight, which replaced the earlier largely gold-and-dark palette. Campaign reporting described the refreshed logo as recognisable but modernised, suggesting continuity with the legacy crown symbol familiar from Crown Towers signage (Campaign Brief).
Crown has also demonstrated logo flexibility. In 2021, Crown Perth committed to changing its logo on social media channels during Pride month as part of its diversity and inclusion goals (Crown Resorts Annual Report 2021 (ASX filing)). During the 2023 FIFA Women’s World Cup, Crown playfully rebranded its social channels for 24 hours to “KERR-ROWN” in honour of Australian captain Sam Kerr, temporarily adapting its logo (Crown Resorts LinkedIn).
The implication: the Crown Towers logo, as a sub-brand asset, inherits both the permanent brand guidelines and the flexible identity approach used for cultural moments and sports partnerships.
What to watch: While the 2023 brand refresh affects digital assets and campaign materials, it is not yet clear from publicly available sources when physical signage at each Crown Towers property will be updated to reflect the new visual identity.
Common Questions About the Crown Towers Logo
What does the Crown Towers logo look like?
The logo features a stylised crown symbol paired with the “CROWN” wordmark. As of the September 2023 refresh, it uses a black-and-white base palette with a yellow highlight and a custom typeface (Campaign Brief).
Is the Crown Towers logo the same in all locations?
Yes. The same logo and masterbrand identity are used across Crown Towers Melbourne, Sydney, and Perth, as the hotel brand operates as a sub-brand under the Crown masterbrand (Karryon).
Where can I download the Crown Towers logo?
Crown does not publicly offer a logo download portal. The logo is displayed on the official Crown Hotels website (crownhotels.com.au) and in the media resources section of Crown’s newsroom for accredited press use.
Does Crown Towers Sydney have a different logo?
No. Crown Towers Sydney uses the same Crown masterbrand logo as the other Crown Towers properties, consistent with the unified brand identity that was refreshed in 2023 (Karryon).
Who designed the Crown Towers logo?
The 2023 refreshed logo was created by The Monkeys, a creative agency that is part of Accenture Song, as part of a comprehensive brand relaunch (Campaign Brief).
Is the Crown Towers logo trademarked?
The Crown name and crown symbol are trademarked by Crown Resorts. The logo is protected intellectual property and is not available for public or commercial use without authorisation.
Can I use the Crown Towers logo on my website?
No. The Crown Towers logo is a proprietary trademark of Crown Resorts. Unauthorised use is not permitted. Official usage is limited to Crown’s own communications and approved partners.
Sources
- Campaign Brief — Crown announces rebrand and refreshed logo details
- Karryon — Coverage of Crown’s masterbrand repositioning and campaign
- Crown Resorts Annual Report 2021 (ASX filing) — Pride logo policies and visual identity commitments
- Crown Resorts LinkedIn — Temporary “KERR-ROWN” logo rebrand
- Shutterstock editorial — Editorial photography of Crown Melbourne (January 2019) showing legacy logo
- Crown Hotels official website — Official property pages for Crown Towers Melbourne, Sydney, Perth