Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

This is a very old entry — images are small, formatting is off.

 

Total Rewards, Totally Vegas

Reviewed Apr. 9, 2012 by Armin

Industry / Entertainment Tags /

Total Rewards Logo, Before and After

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.

Total Rewards

Samples of old look.

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

Total Rewards


Logo animation. Bigger view here.

Total Rewards

Family of logos and fiery swoosh.

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.

Total Rewards

Total Rewards

Total Rewards

Total Rewards

Total Rewards

 

Comments


Share ›

Spotted Around the web

New Logo for MomentFeed

New Logo for MomentFeed
 
Spotted May. 19, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Best Posts with Script Logos

Brandiose is Grandiose

Brandiose is Grandiose
 
Posted Feb. 9, 2012

Little Chef, Big Dreams

Little Chef, Big Dreams
 
Posted May. 19, 2011
 
 

About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.

Typography

Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List