Station Casinos, based in Las Vegas, has launched a fresh logo and brand identity to mark its 50th anniversary. This initiative is accompanied by a comprehensive marketing campaign aimed at reinforcing its dedication to local residents.
The campaign, which features the slogan 'From Vegas. For Vegas. Always Vegas,' coincided with the company's semicentennial festivities on July 1. It includes a variety of promotional activities such as television ads, social media engagement, photo booths, custom merchandise, and spectacular drone and fireworks displays.
The newly designed logo takes cues from the original Bingo Palace branding that debuted in the 1970s. It incorporates nostalgic elements from the company’s history, such as vintage playing cards, casino chips, matchbooks, and classic roadside signs. The iconic Bingo Palace arch has also been reimagined, symbolizing the connection between the company's past and its future.
This rebranding effort was a collaborative project between Station Casinos' in-house marketing team and the branding agency, The New Company. The new visual identity blends the boldness of sans serif fonts with the elegance of serif details, creating a refined look.
Frank Fertitta IV, Executive Vice President of Operations at Station Casinos, remarked, 'As we celebrate 50 years in Las Vegas, this new logo is a meaningful nod to where we began and the local community that has been part of our story from the start.' He further emphasized, 'While our brand identity is evolving, our commitment to providing great value, genuine hospitality, and a welcoming space for locals remains steadfast as we look forward to another 50 years.'
The anniversary celebrations included a fireworks show at Palace Station, with additional displays planned for the Fourth of July at six of the company’s larger properties.
Station Casinos was founded on July 1, 1976, by Frank Fertitta Jr., who opened a 5,000-square-foot venue named The Casino. This location transitioned to Bingo Palace in 1977 and was rebranded as Palace Station in 1984.
Initially created to cater to Las Vegas locals rather than tourists, the company has grown to operate seven casino resorts throughout Southern Nevada, including Durango, Red Rock Resort, and Green Valley Ranch, in addition to managing the Wildfire and Seventy Six tavern brands.
In celebration of this milestone, Station Casinos is also launching a limited-edition 50th anniversary commemorative collection that features casino chips, Boarding Pass cards, and retail merchandise.