Tropicana Gets Salsa-ier

My experience of Las Vegas is limited to two business trips about two or three years ago, which included a self-guided tour of various hotels and casinos in broad daylight (i.e., somewhat depressing to be honest; not for the lack of fun but for the never-ending stream of people at the slot machines at 7:00 am). There are two kinds of casinos: The nostalgic ones that hold on to the gritty glory days of the 1960s, 70s and 80s like The Flamingo, Harrah’s and The Sands with all of their decor and graphics show their age; and then there are the new age casinos like Wynn, Rio and The Venetian, with completely tricked out decor and clean carpets. Tropicana, originally established in 1957 falls in the former group but will soon, in 2010, join the latter as it is completely renovated by its new owners in a “a hot Havana-like vibe.”

“The new company logo will serve as a roadmap for our entire transformation,” said company Chairman and CEO Alex Yemenidjian. “From the Havana inspired font to the lively color palette and unique arrangement; this image was designed to represent our vision of excitement, sensuality, rhythm and style.”

“The unveiling of this new company logo marks the beginning of a complete renovation and rebranding of the property with an energizing South Beach, Miami feel,” said Yemenidjian. “The new Tropicana Las Vegas will have a hot Havana-like vibe with pulsating music, live salsa dancers, bright tropical colors and a sizzling nightlife scene.”
— Press Release

Basically, what it means is that just like Caesars is restless in making you feel like you are in Rome, The Venetian like in Venice, and Rio like, well, in Rio, Tropicana will hit you over the head with Latin visual clichés to make you feel like you are at the utopian intersection of first world Miami Beach and third world Havana. When I first saw the new logo I couldn’t even picture what the old Tropicana logo looked like and I assumed it was some sort of script, not the diamond-shaped lettering that has reportedly gone unchanged since 1985. So the new logo makes more sense and is more topical (and, yes, tropical). Although the new logo looks hand-drawn I have the strong feeling it’s an out-of-the-box typeface since the two “a”s match even though the second one is a little smaller — a lettering artist would have made sure repeating letters are not exactly alike. But Las Vegas has never been known for its typographic finesse and I guess this is as good as it gets for a second tier casino. The logo might not be groundbreaking or that great, but at least there is more evident connection between name and execution.

S. Ahenkora’s comment is:

Sizzling-chilli-peppers-at-Las-Vagas, that hand lettering is fantastic!

On Aug.19.2009 at 07:18 AM

J. Aron’s comment is:

An improvement to be sure but your right to question the hand lettered look. It’s a font called Spring.
http://new.myfonts.com/fonts/agfa/spring/

On Aug.19.2009 at 07:35 AM

Rodrok’s comment is:

Agree with the improvement from the previous version, I can see the sexy and elegance of the logo, but I feel it looks outdated.. Seems like a logo from the 80’s

On Aug.19.2009 at 07:51 AM

Nick’s comment is:

Bummer, I was SO about to be in the awesome corner than I saw Aron’s comment…

It doesn’t change the fact that the new mark is an improvement that works for sure, but… it just would have been nice to know that it was done by hand.

On Aug.19.2009 at 07:55 AM

C. Lichtenstein’s comment is:

It does appear to be “Spring” with some minor variations: the “T”, “r”, and the dot above the “i” are very slightly different. Even so, I think it’s a huge improvement.

On Aug.19.2009 at 07:57 AM

Rob O.’s comment is:

It’s certainly an improvement, but still a little “meh.” They could’ve pushed the theme further with even more stylized lettering and perhaps some kind of graphic element. But then again, as I looked around at the logos for other Las Vegas hotels, none of them featured a graphic and they all had fairly bland or routine typography.

On Aug.19.2009 at 08:31 AM

Armando’s comment is:

A hot Havana-like vibe? Communism and Fidel and Raul Castro included?

On Aug.19.2009 at 08:51 AM

Marshal’s comment is:

Big, huge MASSIVE improvement. The old logo looks like a logo for an 80’s game show on Nickelodeon. When I look at the new logo though, despite liking it, I can’t help but think it looks like Flashdance meets Dirty Dancing.

http://uzzytm.files.wordpress.com/2008/04/dirty-dancing2.jpg

http://i202.photobucket.com/albums/aa108/magpie2000/Flashdance1983.jpg

On Aug.19.2009 at 08:53 AM

Armando’s comment is:

Font used: Spring Std Regular.

On Aug.19.2009 at 08:59 AM

G*’s comment is:

@ Armando - yes, Communism, Fidel AND Raul Castro will all be included in your Tropicana experience!!! :-\

I like the new logos playfulness, I especially like the dancing “i”. When it comes to the Vegas Strip every casino is in fierce competition to stand out, the strip is a visual overload… It will be interesting to see the logos application.

I also hope they can begin to describe Cuba’s rich culture fairly with their new makeover, of course with a Vegas twist!

On Aug.19.2009 at 09:17 AM

Ethan Allen Smith’s comment is:

I’ll start by saying, yes, it’s a huge improvement.

But, it doesn’t make a lot of sense that the logo is the roadmap for the brand. It should be exactly opposite. The brand is the most important thing, especially when it comes to a casino on the Strip. Unveil the redesigned carpets. Show off the new room decor. Present the updated dealer’s uniforms. Heck, get some famous Havana-born singer committed to a year of weekly performances. There are a billion other things that speak volumes more about the transformation.

Release the logo last. Better yet, don’t release it to the public until you’re done with the 30-foot tall sign on the side of the building. Champagne, fireworks, an all.

From a marketing standpoint, releasing the logo first seems counter-productive to me.

On Aug.19.2009 at 09:28 AM

Jared Ray Scott Ramey’s comment is:

Yeah, i went for the A’s right away too… its a dead giveaway. you’d think they could afford to have it hand drawn. How about a half hours worth of proceeds at the bank of slots at the doorway… that should cover it. I like this one better, but mainly because i’m thirsty…

On Aug.19.2009 at 09:29 AM

John Leschinski’s comment is:

Such an unfortunate name to have, they might have considered changing it. Orange Juice owns that word in peoples minds.

On Aug.19.2009 at 09:34 AM

Ken’s comment is:

Here is an interesting write-up from a Las Vegas blog about past logo updates - click on my name.

On Aug.19.2009 at 09:49 AM

Dale’s comment is:

I knew the redesign reminded me of another hotel. Check out the Radisson logo. (http://www.radisson.com/)

On Aug.19.2009 at 10:08 AM

Glenn Sakamoto’s comment is:

Ugh. Did the Arnell Group work on this one, too?

On Aug.19.2009 at 10:31 AM

Mark’s comment is:

This is sooooooooooooooo much better! I’ve never been in the Trop, and I’ve lived in Vegas my whole life, born and raised. I avoided it like the plague. It didn’t look inviting at all. The old Tropicana logo looked more fitting for Excalibur than it did the Trop. The new logo isn’t the finest logo ever created, but its substantially better than the old one that’s for sure.

On Aug.19.2009 at 10:37 AM

Stereo Radiation’s comment is:

“a hot Havana-like vibe.”

I am picturing dusty, jerry-rigged late-50s model cars all over the joint, and Che statues at every turn.

On Aug.19.2009 at 10:51 AM

Adverteasing’s comment is:

Saying it’s an improvement does not make it good.

The task of merely improving the early-80’s, 8-bit, puzzle-game schlock of the original would be like shooting the proverbial ducks in their barrel, if the water were frozen and the ducks were stuck.

I am really disappointed by the obvious use of canned type in a cursive logo. All they did was skew the letterforms into a slight vanishing point and… Viola!

With all the money they have and all the talented, under-utilized calligraphers out there, I would have liked to have seen something fresher and more inspired.

This took a grueling 10 minutes (tops) to ‘improve,’ and it shows.

On Aug.19.2009 at 11:15 AM

Bill Dawson (XK9)’s comment is:

Why, oh why a typeface? Shameful, lazy, amateur design. Flipping through a type catalog or searching “brush script” on MyFonts.com is not designing.

@John “Orange juice owns that word in peoples’ minds.”

Not those in Vegas, or those who do business in Vegas or the multitudes that go to Vegas every year for conventions, etc. I believe it’s possible for two products in different spheres to have the same name. I’m not going to go to the market and be confused by an old/new package with the name “Tropicana” any more than I’d think that the casino was in any way related to orange juice or Pepsico.

@Ken Thanks for the link

@Adverteasing- Who’s Viola? Oh… voila! C’est bon. Or was it cinna bon?

On Aug.19.2009 at 11:34 AM

Peter’s comment is:

“From the Havana inspired font to the lively color palette and unique arrangement; this image was designed to represent our vision of excitement, sensuality, rhythm and style.”

Unique arrangement?

Style?

Sensuality??

WTF is he talking about!

Amateurs.

On Aug.19.2009 at 12:25 PM

Cori’s comment is:

All I can say to this is: Finally!

I don’t have high standards when it comes to Vegas redesigns. Just take the godawful rebranding of Treasure Island at the Mirage to “ti” - complete with a tacky, sleazy song-and-dance number smearing smut all over Buccaneer Bay, where once upon a time it was enough to just have an awesome pirate cannon battle with the British captain going down with his sinking ship several times a day! They stripped their arcade, too, to make it clear that Treasure Island was no longer family-friendly, but instead promoting a different kind of “treasure.” I can understand wanting to cater to older (mid-20s) audiences, but really? Gross.

The Tropicana has been a dusty, outdated and neglected milksop teetering on the brink of implosion for years on its little corner, diminished greatly by its noisy neighbor Excalibur and the imposing and extravagant MGM Grand, which boasts the most square footage and highest number of hotel rooms in town (though far from a model of success, with its failed theme park and half-assed obligatory nods to the cinematic history that built its brand in the first place, and hardly recession-proof). The Tropicana has struggled, but instead of fading into obscurity it is making a concerted effort to reestablish itself as a small-scale contender. If this aggressive change isn’t enough to save this dying remnant of Vegas’ golden era, then its demise was inevitable.

On Aug.19.2009 at 12:48 PM

Brian Phillips’s comment is:

I don’t think is an improvement at all. I was recently in vegas and the lettering on the Tropicana really looks great, It’s so unique. It is very old looking, but in a good way. It also looks great going vertically down the side of the hotel. The new mark is boring and will blend right in.

check it:
http://www.morehotels4less.com/morehotels4less/uploads/userfiles/image/Tropicana_Las%20Vegas.jpg

http://www.cheaprooms.com/hotel/images2/hotels/LAS_TROP-exter-1.jpg

On Aug.19.2009 at 12:56 PM

SeeingI’s comment is:

I’d like it better if the ascender on the T were curved the other way.

On Aug.19.2009 at 02:11 PM

Criand’s comment is:

This logo is a joke. Clearly done in half hour, clearly not reflecting any brand strategy. The old logo was definitely obsolete, but it was professionally done. It could have been revived, face-lifted in a smart way.

On Aug.19.2009 at 02:15 PM

ScottyM’s comment is:

What Ethan Allen said most importantly + the thoughts of a few others who’ve critiqued this rather bland redesign.

You think this is gonna stand out in the world of excess that is Vegas?

Nah. It’s pleasant enough, but nothing of significance.

On Aug.19.2009 at 02:30 PM

Mark’s comment is:

The execution is brilliant,dynamic and is a much needed update. The old logo did look outdated yikes!

I’m amazed they kept the old logo for so long.

On Aug.19.2009 at 02:41 PM

Ivan’s comment is:

this is a disaster…I would stick to the old logo, which is so Vegas

On Aug.19.2009 at 04:09 PM

Ivan’s comment is:

on a second thought, how much would cost to hire Rob Leuschke to do some custom lettering??? that new logo is sooo YIKES!!!!

On Aug.19.2009 at 04:11 PM

Andrew E. Clark’s comment is:

Ouch.
A custom timeless and classy script like the Flamingo, Mirage, Monte Carlo or even Rio would have been sweet!
Spring LP is a font that almost every designer has in their library and is even identifiable by most scrapbookers.

1. Type in “Tropicana” using Spring.
2. Shear/Perspective
3. Make ‘T’ bigger.
4. Choose flamboyant red color.
5. Save.

Total time: 5 minutes. (Allow at least 4 minutes for Adobe Illustrator to open, create new file and save the new file)

More research, time and attention to detail was done for the press release than the actual logo. Ditto for this post.

On Aug.19.2009 at 04:15 PM

Paul Riehle’s comment is:

Well the new logo is just OK, nothing mind-blowing but nothing horrible. Tropicana is one of the few casino/hotels left on the strip that desperately needs a change. Its good at least that the new one is a huge departure so the public will realize that its a new tropicana, not the same dirt hole everyone has come to know.

On Aug.19.2009 at 04:33 PM

Maxime Perron Caissy’s comment is:

At first look I thought WOW, what an evolution, but after a little reflection it’s true that this new logo identity is completely different from Tropicana’s previous logo. No work was done to keep an evolution and it doesn’t really provide a good “Vegas feeling”.

On the other hand I find the old logo horrible and I believe this one looks more professional. The old logo had more of a casino look but it’s ugly and makes me feel like in a video game of the early 1990’s.

My guess is that this logo will work for a couple of years and then it will be re branding time!

On Aug.19.2009 at 06:13 PM

Christopher Flanders’s comment is:

Interesting story here, due to a lead creditor taking over ownership and control, the Tropicana Las Vegas has recently separated from its bankrupt former parent Tropicana Entertainment LLC. The Tropicana Atlantic City has also gone down a similar path, in effect breaking up all three of the casinos that use the “Tropicana” name to three different owners.

The new Tropicana Las Vegas owners are suing Tropicana Entertainment LLC, to secure the right to continue to use the “Tropicana” name at no charge on the long-established Las Vegas property. See this story:

http://www.lasvegassun.com/news/2009/jul/21/tropicana-two-courts-keep-tropicana-name-free/

To avoid confusion, I do believe that the “Tropicana” name will remain even if the new owners have to pay for using it—after all the the resort is located on Tropicana Ave and Las Vegas Blvd.

I do welcome the long-overdue redesign of the Tropicana Las Vegas logo, although I’m a little disappointed in this version—I was expecting something more bold to help reestablish the resort in Las Vegas.

If the other Tropicana casinos retain the “Tropicana” name themselves, they may continue to use the current logo or come up with completely new designs, further disjoining the “Tropicana” brand. We’ll see how this mess works itself out.

On Aug.19.2009 at 06:41 PM

Josh’s comment is:

That was their old logo? It fantastically bad. It looks like straight pixels. I think I have a disease of loving really ugly stuff these days.

This identity though an improvement makes me think of old magazine ads from the 50s (but I could have my generations off). I have expect to see a women in the kitchen cooking regardless of the actual brand association, but more of the aesthetic. Definitely disappointing that its a stock face I probably have or can attain for $29.

Where have all the decent identity designers gone?

On Aug.19.2009 at 11:04 PM

Chris R.’s comment is:

I hear that Arnell could have given them a whole update right away at an extremely discounted price. :-P

Nice update, should have gotten some custom lettering though, for sure. I could def. see it in lights.

On Aug.20.2009 at 08:00 AM

Sean DL’s comment is:

Seeing that Tropicana Alantic City already try out the “Havanna” style with their “The Quarter Casino and Hotel” it natural to see it at the others…even if they are the same company anymore.

The Atlantic City on, tho, kept the Casino old graphics…

http://www.tropicana.net/Atlantic-City-events/quarter_entertainment.htm

On Aug.20.2009 at 07:07 PM

Soda & Candy’s comment is:

Meh, it seems lazy. I guess it’s better than the old one.

On Aug.21.2009 at 01:46 PM

Ryan Healey’s comment is:

While I feel the Tropicana logo is much improved, a logo has to be partnered by a “product” that can live up to it.

I am not being unkind when I say for the Tropicana Casino to have ““a hot Havana-like vibe.” you would need to strip the structure down to steel beams and start over. The interior and exterior of the building are SO dated it would probably be cheaper to implode and rebuild that convert what is there and make it fresh.

I hope they suceeed, but slapping a snazzy logo on a decades old casino surrounded by neighbors decades younger and hipper is tricky at best.

On Aug.24.2009 at 04:03 PM

G’s comment is:

The Atlantic City Tropicana hasn’t changed because it’s no longer owned by the same company. Columbia Sussex owns the one in NV, and one of the initial investors (Icahn, I believe) just took over the Tropicana in NJ after the NJ gaming commission didn’t renew CS’s operating license.

On Sep.01.2009 at 01:59 PM

DB’s comment is:

What’s the font used for the LAS VEGAS below the Tropicana logo?

On May.05.2010 at 12:08 PM