Aloft is a mid-scale, urban-style business / boutique hotel brand. The brand was launched in 2005 as a ‘vision of W Hotels Darling Harbour‘, a relationship similar to Four Points by Sheraton and its ‘brand parent’, Sheraton. It has been criticized for being too slick and formulaic.[10] Apart from its stylized font, Westin’s official logo is seldom used. It is either red or black, which usually depends on the what the respective text color of “Westin” is, and features a bird taking flight, with its wings also in a stylized “W”, all within in a circle..