Silverstar Corporate Identity
| Fact |
Value |
| Contact |
Johannesburg |
| Client |
Gold Reef Resorts
Silverstar |
| Project |
Corporate Identity |
| Industry |
Leisure/Destination |
| Timeline |
May 07 - Ongoing |
| Services |
Brand Communications and Collateral
Brand Identity
Brand Experience
Brand Architecture
|
| Team size |
7 The Brand Union
3 Client |
For gaming, leisure and entertainment seekers, Silverstar is the first real lifestyle casino (and the last casino license issued for Johannesburg). It continually surprises with its natural expression and personal connection. It was important to bring this feeling to life in the identity development and application.
The Brand Union team understand and live and breathe our Silverstar brand. We feel that they are very passionate about our brand and that has assisted in the delivery of the Corporate Identity that showcases the unit and is unique within the industry.”
Venetia Howes, Marketing Manager, Silverstar Casino
The creative process began with what not to do. Looking at the “casino design” genre and how it could be contemporised and re-invented, and to find a way for the casino to differentiate itself from hundreds of other 5-star logos and give meaning to the name “Silverstar”.
There was a bigger opportunity based on the emotive space the brand is positioned in, in creating an abstract expressive mark. The logo captures a moment in time, a burst of stars rather than a single ”lone” star. It has an effervescent quality which stains the retina. The logo plays with the idea of perpetual motion, the lights inside a casino. Stars are actually circular anyway. It is celebratory, surprising and you are lucky when you see such a star! Once the Masterbrand was developed a naming and logo development process followed for the sub-brands within the complex. These brands need to hold their own as individual entities so have quite distinct personalities, but at the same time have a visual/conceptual link back to the Masterbrand and to each other. Commonalities within the system are; firstly the creative use of the circle, typography,“cosmic” naming, and colour.
Masterbrand “It’s not the Usual”. The logo captures a starburst, a moment in time. It has an effervescent quality which stains the retina. The logo plays with the idea of perpetual motion, the lights inside a casino. It is celebratory, surprising and optimistic and you are lucky when you see such a star!
Soulstice (Spa): The name Soulstice references a cosmic event which involves the position of the earth in relation to the sun, it signals the change of seasons, a similar process as to what happens in the spa. The ‘O’ in Soulstice represents the earth and the circle above the word shining down the sun. Circles create the visual link back to the Masterbrand.
Stella’s (Ice Cream Parlour): The name Stella’s too has a cosmic connection but also refers to an individual who makes great hand-made ice cream. The ‘a’ in Stellas creates a scoop of ice-cream, with the descender of the letter dripping down the side of the cone. The red circle- “cherry on top” links back to the masterbrand.
Twinkle Club (Creche): The cosmic connection in the name plays with the idea that children are the twinkle in their parents’ eyes. The twinkling circles in the logotype link back to the Masterbrand. The logo is supported by a galaxy of space creatures all created out of circles.
Black Cherry (coffee shop): The logo plays with the circle theme set up at Masterbrand level. A ‘C’ for ‘Cherry’ is created by rotating a quarter out of a circle to form a stalk. The name has a subtle connection to gambling. A palette of dark chocolate and electric pink make it decedent and delicious.
An exceptional brand that is loved by staff and patrons for its uniqueness and point of difference. All that encounter the brand are engaged from the start. Visiting Silverstar is such an uplifting experience with an unspoken energy that, competitors are wondering how to redefine themselves!
