With more than 40 million members Total Rewards is the loyalty program of Caesars Entertainment, which owns some of the most well known casinos in Las Vegas — including Caesars Palace, Harrah’s, Ballys, Paris, Rio, and Flamingo — as well as other entertainment destinations around the world like Planet Hollywood. The Total Rewards program, as you would expect, gives back points to the customer every time they play, eat, drink, stay, or have fun at any of 40 participating resorts and casinos. As part of the customer experience and satisfaction the loyalty program is one of the most important elements of the brand. This past March, Total Rewards introduced a new identity designed by New York, NY-based Siegel+Gale.
The Total Rewards logo depicts “TR” encircled by a globe, referring to the worldwide network of Caesars properties, while also indicating the diverse world of rewards offered by the program. An animated version of the Total Rewards logo is available for on-property branding and for use on multimedia platforms, and uses the distinctive light featured in the brand’s visual identity.
— Siegel+Gale Press Release
With loyalty programs I don’t think anyone expects a memorable branded experience, you just want to accumulate points and get a statement where you can clearly see how many of them you have. The previous look was bland and forgettable but within the visual craziness of casino-world it actually stood out for its boring simplicity. The new identity, in contrast, is more like one for the latest Cirque du Soleil show with a lavish monogram and a fiery swoosh of light. The logo is a slightly strange way of combining “T” and “R” but it still manages to be readable and somehow works amidst its swirling fireworks — I’m not saying it’s necessarily a good thing but the visual language is properly resolved. Underneath it is some out-of-the-box Gotham that stays out of the way, making a bolder appearance in the rest of the materials. Then there is the aforementioned fiery swoosh, which might be more light than fire, that ties all the pieces together and gives Total Rewards an element to make everything and anything sexy and makes you want to do some jazz hands while you look at it. Amazingly, it works. I’m not saying I like it — I don’t — but it is extremely well fitting in the visual assault that is Vegas entertainment.