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Las Vegas-based Station Casinos has unveiled a new logo and brand identity as it celebrates its 50th anniversary, launching a citywide marketing campaign aimed at reinforcing its long-standing focus on serving local residents.
The campaign, carrying the tagline From Vegas. For Vegas. Always Vegas, coincided with the casino operator’s semicentennial celebrations on July 1 and includes broadcast advertisements, social media activations, photo booths, custom merchandise, and drone and fireworks shows.
The redesigned logo draws inspiration from the original Bingo Palace branding introduced in the 1970s, incorporating elements from the company’s archives, including vintage playing cards, casino chips, matchbooks, and classic roadside signage. The iconic Bingo Palace arch has also been reimagined as part of the refreshed identity, linking the company’s heritage with its future.
The rebranding was developed in collaboration with branding agency The New Company and Station Casinos’ in-house marketing team. The updated visual identity combines the “bold confidence of sans serif with refined details and subtle curves of a serif,” according to a statement.
“As we celebrate 50 years in Las Vegas, this new logo is a meaningful nod to where we began and the local community that has been part of our story from the start,” Frank Fertitta IV, Executive Vice President of Operations at Station Casinos, said.
“While our brand identity is evolving, our commitment to serving locals with great value, genuine hospitality, and a place to come together for another 50 years remains as strong as ever,” he added.
The anniversary celebrations included a fireworks display at Palace Station, with additional Fourth of July fireworks planned across six of the company’s larger properties.
Station Casinos traces its origins to July 1, 1976, when founder Frank Fertitta Jr. opened a 5,000-square-foot property called The Casino. The venue became Bingo Palace in 1977 before being renamed Palace Station in 1984.
Founded with the aim of serving Las Vegas locals rather than tourists, the company has expanded to operate seven casino resorts across Southern Nevada, including Durango, Red Rock Resort and Green Valley Ranch, while also managing the Wildfire and Seventy Six tavern brands.
As part of the milestone celebrations, Station Casinos is also offering a limited-edition 50th anniversary commemorative collection featuring casino chips, Boarding Pass cards and retail merchandise.