Flamingo Hotel - Since 1946

Background 
The iconic Flamingo has begun a 5-year major renovation across the entire property that will finish just in time to celebrate its 75th anniversary. In preparation for this historic event, there is a need to revitalize Flamingo’s brand through a new visual identity system that connects the legacy of this classic property to the modern, cool and vibrant experience that it will provide to guests.

A VEGAS SPIRIT
THE FLAMINGO SOUL

Flamingo defines the very essence of glamor in Las Vegas. Guests feel the legacy of good times in every moment of their stay. Using vintage elements reinterpreted with energy, flavor and flair adds a hint of Flamingo’s legacy to every asset. Stylized photography evokes the timelessness of the authentic Vegas experience that forms the core of Flamingo.

The rich color palette, with a recognizable pink focus, gives a sense of sophistication and balance. A bright rose-gold leaf acts as the contemporary touch of a vibrant past.

DESIGN PRINCIPLES
REINTERPRET • CONTEMPORIZE • ICONIC AND BOLD

• Reclaiming and redefining assets from history to add flavor and flair
• Light and flare treatments integrated into photography and layouts to give energy and excitement
• Photography evokes a feeling of timeless yesteryear without being dated
• Rich balanced color palette with touch of bright rose gold leaf

ICON EVOLUTION
A purposeful, strategic contemporization and modification of the Flamingo Icon

• Shape and curvature explored
• Height created for a positive, confident stance
• Plays off of the full-of-life brand characteristics
• Smoother, sleeker, and more modern

2018 BEST IN GAMING ADDY Award - Cross Platform Integrated Branded Campaign
2018 GOLD ADDY Award - Cross Platform Integrated Branded Campaign
at the American Advertising Federation