myVEGAS, an online gaming platform by PLAYSTUDIOS, offers a unique system: a Facebook game and two mobile apps for online table games and slots, with the cash-out option being real-world comps though M life, Sugar Factory, Wolfgang Puck, and a number of other partners. (See my previous post on myVEGAS and other Las Vegas loyalty programs here.)
The myVEGAS logo is a logo that I’m quite fond of, simply because it pays homage to the history of Las Vegas and its famous skyline. Its color choices and non-uniform lettering call back some of the most recognizable signs of Sin City, while creating an exceptionally enticing brand for players. It’s no wonder that the myVEGAS game has over 16 million players to date.
A simple sans serif typeface for the word “my” reflects the logos of post-millennium Las Vegas: Rumor Boutique, Las Vegas Hotel, The Cromwell, The Cosmopolitan, New York New York, Palms, Planet Hollywood, Vdara, and many others.
The coloring, a gold with a dark grey drop shadow, is a simply warm color, reflecting both the warmer temperature of the Nevada desert, but also the idea of wealth, gold, and glitz: many things that make up the spirit of Las Vegas. Using this color on the word ‘my’ helps to make the experience more personal, creating a feeling of possessing a share of some of this wealth.
The word ‘VEGAS’ in the myVEGAS logo. on the other hand, features a different typeface and treatment for each letter. With the exception of the ‘V’, each letter is set against a marquee style background, creating the appearance of the neon lights of the Las Vegas strip.
The ‘V’ features an orange-red ribbon-esque design, calling on the non-neon signs of the newest edge of luxury hotels: Wynn, Encore, the Mirage, Aria, Paris, and the like. The ‘V’ also stands as a call-out throughout the game’s application as a call-to-action for users.
This orange-red color is high-energy, daring and exciting, yet is a comforting and welcoming color. This is important given as that the game is free to play (except for your time), and for those who are familiar with superstitions of the Far East, red is often considered a ‘lucky’ color.
The remaining four letters, ‘EGAS,’ reflect on famous marquee signs of current and old Las Vegas, calling back memories of old Hollywood blockbusters, night clubs, vacations and memories.
The ‘E’ in ‘myVEGAS‘ (above left) is a nod to the angular wordmark of the famous Caesars Palace Hotel & Casino (above right). Although the combination of aqua and hot pink don’t seem to echo the royal gold of the roman branding, the neon signage of Caesars Palace does light up the Las Vegas skyline in a bright pinkish red tone.
Caesars Palace opened on the strip in August 1966, and is one of few Las Vegas hotels that has stood the test of time, lasting from the eras of small motels, to gangsters, the Rat Pack, through to modern day Vegas. It has also been a highlighted in numerous movies and television shows, including Rocky III, Rain Man, Showgirls, Ocean’s 11, Iron Man, and, of course, The Hangover.
The ‘G’ (above left) calls back on another famous Las Vegas landmark, the Flamingo (above right). Rather than just calling back on the silhouette of the letter, the faux signage behind the letter actually calls back the ‘flamingo pink’ tone of the hotel’s logo.
The Flamingo Hotel & Casino is the oldest hotel on the Las Vegas strip that is still in operation today. The famously hot pink hotel opened its doors in 1946, and has seen its share of time on the silver screen, including Viva Las Vegas, Ocean’s 11 (1960), and Godzilla (2012). It has also been of note in literary pieces, including Fear and Loathing in Las Vegas by Hunter S. Thompson.
|The Barbary Coast Hotel & Casino in 1983. Photograph by Larry D. Moore|
The remainder of the sign pays more homage to “old Vegas” than the new, modern city of slot machines, wedding chapels and shot glasses. The ‘A’ in the myVEGAS logo reflects the gone-yet-not-forgotten Barbary Coast Hotel & Casino. The yellow and white lettering sits on a bed of red, reflecting the large neon signs on the outside of this small (by Vegas standards) casino.
The Barbary Coast opened its doors in 1976 as a hotel and casino on the south side of the strip, across Caesars Palace and beside the Flamingo. It ran for over 40 years before it closed its doors in early 2007 to become the site of Bill’s Gamblin’ Hall, which then closed in 2013 to be renovated in to the newly opened boutique hotel, The Cromwell.
|Sassy Sally’s neon sign, now on display at the Neon Museum in Las Vegas. Photograph taken Sept. 2014.|
Finally, the last letter, the ‘S’ in Vegas, shines through, larger than the other faux-neon letters in the logo. Its influence is clear: Sassy Sally’s, a western themed hotel on Fremont Street in downtown Las Vegas.
The wooden type lettering not only reflects the cowboy days of the desert and the old west, but the sheer shape of the letter ‘S’ is designed specifically to get you thinking about dollar signs. This psychology was utilized as part of the signage across Sassy Sally’s until it closed in 2001, when it became the current Mermaids Casino.
Sassy Sally’s has been known by a number of different names since it opened its doors in 1956. Sundance West, Silver Palace, Carousel, and Mermaids Casino (its current name) have all adorned this small gaming-only casino (there is no hotel), but Sassy Sally’s has left its mark on the Las Vegas landscape.
The neon signs that once adorned this casino have since been donated to the Neon Museum in Las Vegas and are on display in its Neon Boneyard, whereas its famous ‘Sassy Sally’ neon light cowgirl is now located on the Fremont Street Experience, above the Glitter Gulch Gentlemen’s Club. ‘Sassy Sally’ has since been been renamed as ‘Vegas Vicki,’ and has even been wed to ‘Vegas Vic,’ the famous smoking cowboy neon sign, also located on Fremont Street.
It’s interesting, also, to note that all four of the casinos highlighted in the myVEGAS logo are not part of the M life group of companies, but that three of the hotels are actually part of the competing Total Rewards (Caesars Entertainment) chain of hotels and casinos.
A special thank you goes out to Tina Potila Terhark for her feedback to get the correct formatting for the M life and myVEGAS names.